Visual Literacy - The language of visual culture
Visual communication:
• A process of sending and receiving messages using type and images
• Is based on a level of shared understanding of signs, symbols, gestures and objects
• Is affected by audience, context, media and method of distribution
Visual literacy:
• The ability to construct meaning from visual images and type
• Interperating images of the present, past and a range of cultures
• Producing images that effectively communicate a message to an audience
• The ability to interperate, negotiate and make meaning from information presented in the form of an image
• Based on the idea pictures can be read
• All that is necessary for any language to exist is an agreement amongst a group of people that one thing will stand for another
• Visual communication is made up of presentational symbols whose meaning results from their existence in particular contexts
• The conventions of visual communication are a combination of universal and cultural symbols
- Colour can also inform how the symbol is read
• Visual syntax: the syntax of an image refers to the pictorial structure and visual organisation of it's elements
• Visual semantics: Refers to the way an image fits into a cultural process of communication. It includes the relationship between form and meaning and the way meaning is created through: cultural references, social ideas, religious beliefs, political ideas, historical structures, iconic forms, social interaction, individual experience ect.
• Semiotics is the study of signs and sign process, indication, designation, likeness, analogy, metaphor, symbolism, signification and communication: closes related to the field of linguistics
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