This document discusses visual communication and different types of visual elements. It provides information on the purpose and function of images, including informative, communicative, and expressive images. Principles of visual perception are described, including the relationship between figure and background, and the law of good form. Different kinds of images are defined, such as still images, moving images, artistic images, graphic design, digital images, and images used for publicity and advertising. Mass media and advertisements are also discussed.

1. VISUAL COMMUNICATION

2. DIFFERENT KINDS OF COMUNICATION
• Using words
• Music or sound
• Touch
• Visual

3. VISUAL COMUNICATION
• A visual language is a system of
communication using visual elements
• But, what is a visual element?
• There are different kinds of visual elements:
maps, symbols, signs, signals ,logos, gesture,
images, drawings, photography,…..

5. PURPOSE AND FUNCTION OF IMAGES
Informative images describe about objects.
Maps or a graph
Comunicative images to tell people about a
product.
Expressive images comunicate feelings,
emotions and personals beliefs
Aesthetic images more priority to the beauty

6. VISUAL PERCEPTION
• Is the capture of stimuli through our shigt and
nervous system. We receive ligth impulses
with our eyes which are transformed into
images in our brain.
• Thanks to visual
images, we can
understand a variety
of messages and
information

7. PRINCIPLES OF VISUAL PERCEPTION
• The members of the Gestalt psychology school
in Germany created a series of principles on
how human perception is organised to help us
to understand forms in a global way:
1-Relationship between figure and background.
2-Law of good form

8. 1-Relationship between figure and
background
The principle says that we can visualise the
figure and background at the same time.In the
process . In the process of perception, we
usually focus on the figure before looking at the
background

10. 2-Law of good form
• The process of perception always looks for
the simplest or most consistent form of
organisation, and reduce possible ambiguities
or distorsions

11. Imágenes de distorsion y efectos
opticos

15. IMAGES
• An image is the
visible
appearance of
a person,
object or thing,
represented by
an expressive
form of art

16. ICONICITY AND ABSTRACTION
• The iconicity of an image means how similar
the image is to the object represented.
• Abstraction represents something in a
different way to reality.

17. DIFFERENT KIND OF IMAGES
• Still images. Photographs, painting, drawings,…
• Moving images. Television, film, digital
animation, multimedia
• Artistic (Realistic, abstact, surrealitistic,
symbolic,…
• Graphic desing. Logos, signals,….
• Digital images. Creates on a computer
• Publicity and advertising

18. Still images:
comics

20. Photograph
Photography

21. Moving
images

22. Artistcic images: surrealistic images

23. Realistic painting

24. Abstract painting

25. Fantastic images

26. Visual trick

27. Graphic desing: signals

30. signs or symbols

31. peace symbol

32. Digital images

35. Publicity and Advertising
• Advertising seeks to comunicate a message to
a large number of people using the mass
media (press, tv,….)
• Advertising is a message to persuade
consumers and users to demand a particular
product or service

36. MASS MEDIA
• Advanced industrial societies have develop
means of comunication. Internet, TV, radio,
magazines,..
• Many advertisements are made for sound
(audio) and image (visual).Spots
• Others only with images and text (graphic or
photography)

37. Advertisments
• Are messages used to inform, influence or
convince.
• The information is manipulated to provoke to
call the atention of the consumer
• Not all information is true

38. Diference between an artistic image and a
publicity image

50. PREVENTION CAMPAIGN

51. AGAINTS VIOLENCE OR ABUSE