Activity 1: Share it!

What do you see in the

following pictures?
Darren Rowse (2010) suggests that a
photograph has the ability to convey
emotion, mood, narrative, ideas and
messages - all of which are important
elements of storytelling
 “Studies show that training materials used are
primarily visual. The retention of information is
six times greater when presented in visual than
oral and spoken means. Educational researchers
also suggests that 83% of human learning occurs
visually“
(as cited in Paul Martin Lester, 1994-1996)
 Visual
Communicatio
n
 Meme-related Statistics
-According to one study, 87% of page interactions on Facebook
happen on posts that have photos. Not one of the other types of
content receives more than 4% of post interactions.

-Facebook, Twitter and Pinterest users value visual content among

all other types.

-YouTube has become a particularly powerful avenue for meme

propagation, particularly when it comes to viral videos
 Visual communication is the transmission of
information and ideas using symbols and imagery.
Visual communication is very useful as people rely
on it the most; this includes signs, graphic designs,
films, typography, and countless other examples.

It also explores the idea that a visual message

accompanying text has a greater power to inform,
educate, or persuade a person or audience.
 Types of two dimensional images represented by visual
communication include; drawings, pie charts, industrial
design, animation illustration, animation color and
electronic sources. In the modern age there are tools that
aid the process of visual communication for people that are
far apart from each other. 

 The idea behind visual communication is to: (1) reveal

hidden or not apparent information and (2) reduce and
clarify complex information in an understandable manner
that is aesthetic and visually pleasing.
In verbal communication words, phrases and
sentences should be properly understood and in visual
communication – the objects, images should be
properly perceived where symbolism should definitely
be minded.
History of Visual
Communication
Cave Paintings
Petroglyphs
Geoglyphs
Pictograms, Ideograms, and Logograms
Cuneiforms
Hieroglyphics
 How do we read ‘visuals’?
When we talk about visual communication, we speak of a unification
of content (the message) and the form (how it looks). The designers
are ‘senders’ of the message. Through a medium, they deliver the
message to the receiver. This is not necessarily a one-way process;
the receivers could provide feedback to the sender and in turn the
process is reversed. There are many ways in which the meaning of
the message is impaired during the process of delivery. This is called
‘noise’. Such situations happen when the receiver is unable to
decipher the visual language and hence not able to gain the correct
(intended) meaning of the message.
 a. Ambiguity
means that a visual has multiple meanings. This is
sometimes the intention of a designer, but very often it is
not. Clear communication attempts to avoid ambiguity as
much as possible, but never completely

b. Viewing/reading; images/text
When we talk about visual communication, we also talk about the
use of text. Typography (designing with text) gives visual form to
written language. Typography is therefore an extremely complex set
of signs. Text communicates more precisely and accurately than
visual imagery, especially abstract ideas. Using a combination of
images and text is therefore a powerful way to communicate. An
audience combines the acts of viewing and reading when they are
faced with a piece of visual communication.
 c. Appropriateness
The appropriateness of a piece of visual communication
refers to the fitness of a visual form for its intended
purpose. An inappropriate use of visual language might get
unexpected reactions from the audience or user.

d. Conventions
are accepted ‘unwritten rules’ for understanding things that are
learned. Visual communication relies on conventions in order to
function. Some examples of visual communication are more
governed by conventions, for example road signs. Others are less
reliant on conventions, for example a painting. In order for a piece of
visual communication to function as such, the use of conventions is
unavoidable. Humans can only understand something through
connecting with something that they have previously learnt.
 e. Semiotics

The term refers to the study of signs, first used by American

philosopher Charles Morries in the 1930s. Morris believed that by
analyzing visual and verbal signs, communication could be improved.

A symbol could be read on the denotative and connotative levels.

For example, the meaning of a sign such as the image of an apple is
beyond the object ‘apple’ that it represents (denotation).
Connotatively it could mean the fruit from the Tree of Knowledge in
the biblical story in Genesis, which in turn can symbolize temptation
or sin. It could also convey ‘health’ (as in the saying, ‘an apple a day
keeps the doctor away’).
 f. Perception

Sensation is a lower-level function of our brain, referring to

reponses to simple properties of stimuli such as warmth,
colour, taste, etc. Perception, on the other hand, is a high-
order function that deals with more complex
characteristics. We use prior knowledge and experience to
interpret, understand and create meaning from what we
see, hear, etc. We have an innate ability to establish order
according to certain laws of perception, such as Gestalt
psychology. We constantly construct relationships and
groupings between things in an organized way.
Major Perspectives in Analyzing Visual Images

1. Personal Perspective
-analysis depends on the individual
values
2. Historical Perspective
-based on the medium's timeline
3. Technical Perspective
-takes into consideration the technical
aspects
4. Ethical Perspective
-considers the moral and ethical
responsibilities shared by the artist of the
producer of the image
5. Cultural Perspective
-brings to the fore the idea that all cultures
use symbol to communicate meanings within
groups.
6. Critical Perspective
- allows the audience to look at larger issues
associated with the image
Activity:
PCI Chart
What to do?
• Express through an illustration, your views and
opinions regarding a social issue of your choice
(same-sex marriage, extrajudicial killing, war on
drugs etc.) Make use of different art materials to
make your output colorful and creative.
 Criteria:

Creativity and clarity of the theme to

the viewer-15
Quality of artistic composition-15
Overall impression of the art-10

Total: 40 pts