Issues of development of Visual Communication

7. The Computer: Early 21st Century - Present

The modern day computer has revolutionised the entire world with the new capabilities it presents.

Modern day computers have also changed the world of graphic design. CAD software and graphic design software has allowed for new design possibilities, as well as heavily simplifying the design process as well as the editing/creation/publication process. fig.13

fig.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 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.

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 (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”.