Module 1

Introduction to
Visual Perception
 Visual
Perception
Theories

Visual by
Definition
 

Perception

by
Definition


Perception

Visual System.
 The Eye

Main tools in
Visual
Perception

The Brain

Main tools in
Visual
Perception
 

Sensory and
Perceptual Sensory (Gestalt Perceptual
and (Semiotics and
Constructivism) Cognitive)



Sensual
Theories of
Visual
Communication

Gestalt &
Constructivism

Gestalt=form or shape

Max Wertheimer (1910)

4 Fundamental
Groupings or Laws
Similarity

Squares, circles
and triangles

Similarity
•

.
Proximity
•
Continuation
Common Fate
or Closure

•
Constructivism

▫
Perceptual
Theories of
Visual
Communication

Semiotics &
Cognitive
Semiotics =
study or science of signs

3 Types of Signs
Iconic Signs

Indexical
Signs
Symbolic
Signs (most
abstract)

4 codes

Roland
Barthe’s –
chain of
association -
signs that make up a picture's
narrative
Metonymic
Analogical

Displaced
Condensed


 ▫

Quaker
Meetings
Cognitive
Theory

Mental Activities that affect visual

perception – Carolyn Bloomer
Memory

Projection
Expectation

Selectivity
Habituation

Salience
Dissonance

Culture
END.