Visual Communication
“Graphic Design is the communication of information in an appropiate visual manner”
Massimo Vignelli.
CONTENTS “Imagery. Without imagery, bathrooms, street signs and public transport would be plastered with words; instructions overwhelming a message so simply delivered with a stick fgure for arrow.” (PWC, 2017)
Introducing
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Importance of Visual Communication in Packaging
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Theories of Visual Communication
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Issues and ideas in the development of Visual Communication
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Issues of development of Visual Communication
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Historical and contemporary visual communication
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What do i think?
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Conclusion
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References
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Introducing... Visual communication is a way of communication that people get through reading or seeing. It is the practice of graphically representing information efficiently. Visual communication plays a very important role in people's lives. It is something that we need day to day, we need this to express ourselves, our needs and most importantly because we are a social being. What if all the instructions, advertisements and traffic signals were written in small typography? It would be hard for us to understand. That's why this type of communication engages with the audience through imagery more quickly, effectively and emotionally. There are many types of con1
tent in the realm of visual communication like map, chart, facial expression, signals, and poster. It can also be graphics, books, animation, illustration, painting, interactive web design, advertising and short film. Anything that shows a message.
IMPORTANCE OF VISUAL COMMUNICATION IN PACKAGING When launching a new product most marketers rely on verbal communication. Packaging design, however, requires a mainly visual approach.
the visual communication take a important paper.
Something that is well designed and interesting is bound to attract more potential customers than a product that is poorly designed and looks bland.
Creating a eye-catching package means to investigate more about the product. What is the goal, the audience, what is the product about. Together with all these informations, designers have a good chance to connect with an audience faster, and with more emotion, than words alone.
Riccardo Falcinelli, a famous Italian designer, claims that packaging can show a product’s soul and history.
Creating a mix of unique elements can make a product distinguishable at a glance. Play with the combination of colours, graphics, symbols, and fonts. This is the secret of visual design and can generate a big competitive advantage.
The package is the only physical element that link consumers and the brand. That’s why, 2
THEORIES OF VISUAL COMMUNICATION Getting into a few theories of visual-communication that will help us to understand better how to create a successful packaging for costumers.
This theory is divided in two, Gestalt and Constructivism.
1.2. Gestalt (form or shape); visual perception is a result of organising sensory elements or There is Sensorial and perceptu- forms into various groups. al Theories. Discrete elements within a scene are combined and understood 1.Sensorial theory refer what by the brain through a series of the brain sees, that is to say, vi- four fundamental principles or sual cues of colour, form, depth, groupings. and movement, but not how the mind considers them.
Similarity (Similarity occurs when objects look similar to one another. People often perceive them as a group or pattern) 3
Proximity (Proximity occurs when elements are placed close together. They tend to be perceived as a group)
Continuation (Continuation occurs when the eye is compelled to move through one object and continue to another object)
1.3.Constructivism; this theory is a minor clarification to gestalt theory, attributing active perception and eye movement in constructing an image. Julian Hochberg, a psychology professor found that human eyes are constantly in motion as they scan an image. Emphasizing that the viewer constructs the scene with short-lived eyes fixation, the mind combines into a whole picture. This finding helped to explain
Common Fate (Closure occurs when an object is incomplete or a space is not completely enclosed. If enough of the shape is indicated, people perceive the whole by filling in the missing information )
how the mind perceives difficult images. Researchers found that the content, size, and placement of photos on a newspaper page are more important than whether the image is printed in color.
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2.Perception theory, concerned with the meaning that humans attach or associate with the images they see, what our mind interprets; perceptual. This theory is divided in two, Semiotics and Cognitive)
2.1.Semiotics (study or science of signs): A sign is simply anything that stands for something else There are 3 Types of Signs.
Iconic Signs (To be like or to seem as something, examples are found in photographs and motion pictures – meant to be true representations of what they depict)
Indexical (Have a logical, commonsense connection to the thing or idea they represent rather than a direct resemblance to the object)
Symbolic (Symbols that have no logical or representational connection between them and the things they represent; symbols more than the other types of signs, have to be taught)
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2.2.Cognitive: A viewer does not simply witness a light structure object, but actively arrives at a conclusion about the perception through a mental process. (Mental Activities that affect visual perception, Carolyn Bloomer).
Fig. 1, Memory
Memory (Is basically our personal link with all the images we have ever seen) fig.1 Projection (A person’s mental state of mind is thus “projected” onto an inanimate objec, projecting personal interpretation and meaning) fig.2 Expectation (Having preconceived expectations about how a scene should appear – often leading to false or missed visual perceptions) fig.3
Fig. 2, Projection
Fig. 3, Expectation
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) fig.4 Fig. 4, Selectivity
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Issues and ideas in the development of visual communication Visual communication helps the audience understand the information. Also, it simplify communication and can reach a wider global audience. That’s why, is important to develop visual communication aspects.
Habituation (To protect itself from over stimulation and unnecessary pictures, the mind tends to ignore visual stimuli that are a part of a person’s everyday, habitual activities) fig.5 Culture (Images which span ethnicity, economic situation, place of work, gender, age, sexual orientation, physical disability, geographic location, and the entire composite of a person’s life) fig.6
Fig. 5, Habituation
Fig.6, Culture
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Visual communication aspects aims to improve a design’s/ product’s aesthetic appeal and usability with suitable images, typography, space, layout and color.
Components of Visual Communication
1.Color Color has a significant effect in terms of influencing purchase decisions. For example, given two similar products, most consumers would prefer to buy a blue model than a red one due to the feeling of comfort that the colour produces. 2.Position Effective use of positioning helps establish the relationship between images and graphic elements and signifies their degree of importance.
3.Texture Use these elements to create When used in infographic impowerful and compelling visual ages, rough textures can sugcontent to drive visual commu- gest an earthier and more rusnication that can transform your tic feel, while a smooth texture Design. can give inspire a feeling of comfort or human-ness.
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4.Size Along with position, size can also establish the degree of importance of visual elements. 5.Shape The shape of a visual element can communicate a feel or a message in ways ranging from the subtle to the dramatic. In terms of visual communication, shapes can be grouped into three categories: organic, geometric, and abstract. 6.Tone Tone refers to the lightness or darkness of a color. Effective use of tone can inspire different emotions in the viewer and give an object a three-dimensional appearance.
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Issues of development of Visual Communication Packaging sometimes seems to be a easy thing to make. It is true, it is very fun to design and create, but it require knownlegde and understanding of visual comunication to make a successful package, interesting, easy to understand, simple and efficient. for audience and clients. In some ocasions, the packagign does not meet the goal , that is to engage ith the audience. will show you two examples of issues of Visual Communication.
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size of his audience determines the size of the pictures he will present. A large audience requires large images that might be shown on a screen so they are visible by everyone. A small audience, such as one that can be seated around a conference room table, can be shown images from a brochure.
Distracts From the Message A visual aid with the wrong information can cause a distraction and detract from the message the image is supposed to convey. For example, You can put as much Design Issues as information you need to If a visual aid is not properly designed for its intended use make the package clear, but remember less is more, if you and audience, it can lead to a breakdown in communica- get so much info, costumers tion. For example, a business will be very confuse and it will be full on. So, be precise person presenting a new product launch must consid- when referring to words. er the size and colour of the product images he wants to show to the audience. The
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Historical and contemporary visual communication 1. Cave Paintings: 15 000 - 10 000 BC
2. Pictograms, ideograms and logograms: 5000 BC
Cave paintings (also known as “Parietal Art”) were the first form of visual communication. They originate to around 40 000 years ago. They were first mainly found in Asia and Europe. To this data, researches have not been able to determine the exact purpose of the Paleolithic cave paintings. However, Theories suggest that cave paintings may have been a way of communicating with others, or for a religious or ceremonial purpose. fig. 7
A pictogram is a symbol or an icon that represents various concepts, objects, places and events, or even various activities. This is achieved through illustration. Pictograms typically represent an idea by an image. An ideogram is a graphical symbol that represents an idea, rather than a group of letters or sentences. fig.7
A logogram is a graphene which represents a word or morpheme. fig.8
fig.8 13
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3. The Alphabet: 2000 BC
5. The Masters of Type: ~During the Renaissance
The first known alphabet started in ancient Egypt. Most modern alphabets were either descended from the ancient Egyptian one, or influenced in various ways by it. fig.9 4. The Art of the Book: Medieval Europe (~AD 400 to AD 600)
Calligraphy became a newly developed skill as well as of page layout and lettering acquired special importance.
fig.9
Medieval Europe brought the introduction of books, which were named “Illuminated Manuscripts”. In here, the text is supplemented by the addition of various decorations and illustrations. fig10
6. Modernism: Late 19th Century to Early 20th
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fig.10 15
Leonardo Da Vinci’s notebooks are of particular interest to historians, not only due to the beautiful illustrations and technical drawings but also through their extraordinary page layouts. fig.11
Modern ideas in art appeared in commercials and logos, the famous London Underground logo being an early example of the need for clear, easily recognisable and memorable visual symbols. fig12
fig.12 16
7. The Computer: Early 21st Century - Present The modern day computer has revolutionised the entire world with the new capabilities it presents.
ties, as well as heavily simplifying the design process as well as the editing/creation/publication process. fig.13
Modern day computers have also changed the world of graphic design. CAD software and graphic design software has allowed for new design possibilifig.13
It is always good to look back to the history. Until now, we have been talking about the importance of this type of communication that is being used for more than 40,000 years. They communicate through paintings, paintings they paint in cave’s walls and on ceilings. Now, let’s start to compare and find a connection between historical and contemporary visual of communication. Signs. Back to the earliest civilisations, they used to make signs
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and drawing in cave walls to express any information. We do still use signs to communicate, as transport signs. Also, we use printing services now, but it started being used back in the year 1440, where, of course, the process was a bit different but still doing the same function.
What do i think? Packaging is a beautiful job from designers, creativity and visual communication are a important component of it. When designing a packaging, there are a few things to know before you get started. If you know about visual communication, then you know that this is a very useful tool to create a good package. It’s theories (sensorial and perceptual) and its components (such as colours, texture, shapes, between others)( explained in pages __), help to understand the audience better and to make a successful package for your client. At the perceptual theory, exists the cognitive theory. It says that the 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 memories and use those to interpret and analyse. It could be leading by
culture, memories, projects, expectations, etc.. This means that it is important to investigate the audience that the product will be directed to. On the other hand, there are the components. An example of this is choosing colour. Colours have a significant effect in terms of influencing purchase decisions. Color psychology is one of the most intriguing areas of marketing. For example, given two similar products, most consumers would prefer to buy a blue model than a red one, due to the feeling of comfort that the colour produces. Another example, regarding of what I have learnt, is that simplicity is more. For example, putting too many things in a small box, would be too much information and the actual message would get lost between too many words and pictures.
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Conclusion The Human being is a social being. So, Over the years, the world has created more and more inventions to make communication between people easier. Creating alphabets, written languages and books, then later on modern technologies such as television, laptop, softwares, phones, etc. People rely on visual communication to overcome language barriers, to capture and understand any message faster. Visual-communication in packaging helps the designer reach the audience better, and to make the audience understand the information easier. The four theories discussed are divided into two groups of policies: sensual (Gestalt and constructivism) and perceptual
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(semiotics and cognitive). With the help of all this information, we can create beautiful, effective, eye catching packaging. And it’s good to understand that to design a package is beyond to just create a “pretty packaging”.
References. • Citrinitas, HISTORY OF COMMUNICATION, Citrinitas, 15, 16, 18, 19 OF APRIL 2018, https://citrinitas.com/category/ history-of-communication/ • Nida Jjaz “ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT”, ResearchGate, December 2018, https://www.researchgate.net/publication/330828287_Art_ of_Visual_Communication_Evolution_and_its_Impact • PWC, THE POWER OF THE VISUAL COMMUNICATION. 2017/https://www.pwc.com.au/the-difference/the-power-of-visual-communication-apr17.pdf • Media and Communication (ISSN: 2183–2439) 2017, Volume 5, Issue 4, Pages 1–5 https://www.cogitatiopress.com/ mediaandcommunication/article/view/1263/1263 • Whitney “The Major Components of Visual Communication and Visual Design”, The Visual marketing agency, 2020 https://infographicworld.com/visual-communication-design/
Catalina Soto, EET
