Theories of Visual Communication

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 content 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.

Something that is well designed and interesting is bound to attract more potential customers than a product that is poorly designed and looks bland.

The package is the only physical element that link consumers and the brand. That’s why, the visual communication take a important paper.

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.

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.

Riccardo Falcinelli, a famous Italian designer, claims that packaging can show a product’s soul and history.

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.

There is Sensorial and perceptual Theories.

1.Sensorial theory refer what the brain sees, that is to say, visual cues of colour, form, depth, and movement, but not how the mind considers them. 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 forms into various groups. Discrete elements within a scene are combined and understood by the brain through a series of four fundamental principles or groupings.

Similarity (Similarity occurs when objects look similar to one another. People often perceive them as a group or pattern) 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) 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 )

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 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.

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) 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).

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 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. 3, Expectation

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

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.

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

Use these elements to create powerful and compelling visual content to drive visual communication that can transform your Design. 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 When used in infographic images, rough textures can suggest an earthier and more rustic feel, while a smooth texture can give inspire a feeling of comfort or human-ness.

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.