My understanding about visual communication and I have prepared for the purpose to benefit the students who studies or who have studied visual communication..

1. Presented By Asad Lashari

2.  Generally Visual communication is all
around us. In everyday life we perceive
media to the large part as a social
instrument or technological which
addresses the presentation and mediation
of information. In these terms we think it
is a survival skill. We do not have to visit
an art gallery, read an art/design book to
experience visual communication.

3.  We use visual communication to
navigate and understand the world.
Packaging, signs, logos, bills, mobile
phones, advertisements of
publishers, internet providers,
magazines, newspapers, books,
blogs, paintings, photography, film
videos, homepages and computer
animation.

4.  Here I give prime theories of Visual
communication now I discuss each of them
accordingly:
 Sensory and Perceptual
 Sensory Gestalt and Constructivism
 Perceptual Semiotics and Cognitive

5.  According to Gestalt theory, when we
look at anything we immediately
organize it into a pattern or shape
rather than seeing it as a bunch of
individual smaller shapes. Depending
on who you talk to, there are five to
ten Gestalt principles. We'll discuss
the most important ones, starting with
what may be the most basic.

6.  A fundamental
distinction we make is
to separate a shape or
form (the figure) from
its surroundings
(ground). When there is
only one shape to see,
we mentally organize it
as figure and ground.
Typically we identify
the smaller, darker
shape as figure and the
larger, lighter shape as
ground.

7.  Things that look similar we tend to
view as connected in some way.
 There are various types of similarity:
shape, size, and color are
the most obvious.

9.  Simply put, things
that are closer
together we tend to
interpreted as
being associated.
 In other words,
when things are
close together we
start to see them as
a group rather than
individual items.

10.  Our eyes are
inclined to follow
lines and curves, so
if objects are
arranged along
paths then we
perceive a larger
construct and also
a sense of
movement.

11.  We prefer to see
"closed" figures
rather than "open"
ones.
Our minds
easily fill in missing
information to
complete the shape.

12.  When we look at anything, we have to
piece it together. We do this through a
series of rapid eye movements that
assemble a blueprint of what we’re
looking at, while at the same time
comparing the results to memory and
past associations. So, in effect, we
construct images out of many
narrowly focused observations.

13. Semiotics is the a field of research that studies
signs as an essential part of cultural life and
Communication according to semiotics, we can
only know culture and reality by means of every
message is made of signs; correspondingly, the
science of signs termed semiotic deals with
those general principles which underlie the
structure of all signs whatever, and with the
Character of their utilization within messages,
as well as with the specifics of the various sign
Systems, and of the diverse messages using
those different kinds of signs. Signs are the
perceived perceivable aspect of
communication.

14.  Iconic sign
Appear exactly like
the thing
itself, but always
represents more.

15.  Indexical signs-
indirectly suggests
what they mean,
acting as cue's to
existing knowledge.
 e.g. Golden arches
McDonalds

16.  Symbol the
relationship
between the sign
and its conceptual
object entirely
arbitrary although
occasional
resemblances are
possible.

17.  Perception is not just the result of visual
stimuli, but involves a series of mental
processes in which we compare what we see
to our catalog of memories and perceptions
and use those to interpret and analyze. In
other words, we understand what we're
looking at most easily by comparing it to what
we’re familiar with.

18.  We are constantly on the lookout
for things with which we’re
familiar. So we see, for example,
faces in inanimate objects simply
because some features look
vaguely like eyes and a mouth,
such as the man in the moon.

19.  Memory
 Expectation
 Habituation
 Selectivity

20.  Memory an image
or impression of
one that is
remembered.

21.  Expectation
 A strong belief
about the mental
picture of the
future.

22.  Habituation is a
decrease in response
to a Stimulus after
repeated
presentations. For
example, a new place
may initially draw
your attention after
you become
accustomed to this
place, you pay less
attention This
diminished is because
of habituation.

23.  Selectivity
Unconscious,
automatic act by
which large numbers
of images enter and
leave the mind
without being
processed – the mind
focuses only on
significant details
within a scene

24.  The dominance of visual genres over
contemporary communication practices is a
relatively new phenomenon. The role and
functions of visual communication and language
are a much debated issue among theoreticians.
Although, it is widely acknowledged that Images
perform important role in today’s culture, views
concerning this subject are strongly polarized.