VISUAL LANGUAGE

ELEMENTS OF VISUAL COMMUNICATION

visual language

 Visual language is a system of

communication using visual elements.
 Basic visual elements are: dot ,line, color,
texture, shape, volume, size.
 Organization of visual elements creates
balance, harmony, movement, proportion,
space.
Visual elements -dots

 Dots is the basic visual element of art.

 Dot is a small circular point in space
 Dots can be small, big, black, and white to
color ...
Artistic expression could be a set of the same
or different sizes.
 Dots can be used to indicate lines and thus
shape
Aboriginal art
Pointylism and pixel
Fashion industry
Fashion industry
Architecture and sculpture
The Mind's Eye-The Gestalt Principles

 The visual system

spontaneously
organize the dots into
a triangle.
 The Gestalt Principles
 Gestalt Theory helps
explain many of the
abstract principles used
in the visual arts.
Gestalt psychology

 Gestalt psychology is a school of thought that

looks at the human mind and behavior as a whole
 Gestalt is a psychology term which means "unified
whole". It refers to theories of visual perception
developed by German psychologists in the 1920s.
These theories attempt to describe how people
tend to organize visual elements into groups or
unified wholes when certain principles are applied.
Similarity

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

 When similarity occurs,

an object can be
emphasised if it is
dissimilar to the others.
This is called
anomally.
Continuation

 Continuation occurs
when the eye is
compelled to move
through one object
and continue to
another object.
Closure

 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.
Proximity

 Proximity occurs when

elements are placed
close together. They
tend to be perceived as
a group.
Visual elements-line

 Line is a basic elements of art form.

A line has been described as a dot that went
for a walk
 Line can be:
subject line or single line
formal lines or hatches
contour lines
 line has a structure and can be narrow, broad,
clear, thick ...
line

 line has its own character and can be static,

dynamic, right, oval, one-way, broken.
 line has two values​​ such as:
autonomous value and descriptive value
 Lines reveal temperament of the artist and
his inner energy.
line
line
Line
Insula Dulcamara, 1938 88 x 176 cm, Oil and colored past on paper on burlap Kunstmuseum,
Bern, Paul Klee_Stiftung, Bern
line
Pablo Picasso
Pablo Picasso
LINE
Line in ornaments
OPTICAL ART
line in fashion industry
shapes

 Shape is two
dimension figure

 triangle 
 Square
 circle
volume

 Volume is third
dimension figure
 Perspective
scale

 Scale is refers to
relationships in size
between size and
objects
spatiality

 spatiality is relating to
character of space
Color

 Color is physical characteristics of light.

 Color is the most important visual arts element

which has the intensity and quality.

 Character of color is descriptive, psychological

and sociological.

 Color spectrum is composed of monochromatic

colors and achromatic colors.
Spectrum

 Isac Newton
discovered a spectrum
in 1676.

 He put white light

through a prism.

 He discovered hers
hidden of colors
Color

 Monochromatic colors

 In spectrum can exited

150 different color

 Monochromatic colors
has a primary and
secondary colors.
Color

 achromatic colors

 Black color is
consisting of all color

 White color is without

color.
 It is pure light.
Color

 Colors can be
contrasting,
and related.

 Color has a two

principles,
harmony and
contrast.

 balance
warm and cool colors
complementary colors

 Each complementary
pair consisting of a
warm and a cold color,
of which one primary
and one secondary
color and located
exactly opposite each
other on the spectrum
complementary colors
Color
Wassily Kandinsky
Henri Matisse
Piet Mondrian
TRAFFIC SIGNS
flag

FLAG OF CROATIA FLAG OF SERBIA

flag

FLAG OF TURKEY FLAG OF JAPAN

Color in enterer
Exterior Color
Texture

 Texture - is about
surface quality either
tactile or visual.

 Texture can be real.

Texture

 Texture can be implied

by different uses of
media.
 It is the degree of
roughness or
smoothness in objects
MACKING OF THE COMPOSITION

 How artists organize their visual elements,

shapes, lines and color, make their expression
in pictures spaces.

 How artist hold the viewer’s attention.

 Balance, proportion, space, rhythm, and

unity.
Balance

 Balance gives viewers the feeling that all

parts of the art work are in harmony.

 Balance consists of
 Symmetry
 Proportion
 Rhythm
symmetrical balance-axial –formal

 Symmetrical balance is typical composition

of balance.
aysmmetrical balance-informal

Asymmetrical balance will also give a sense of harmony but its organization is
more complex.
direction

 Linea and shapes

direct our eyes to
move in certain
directions .
 Vector of direction are
visual phenomena.
 Advertising direction
ligting

 Our ability to see

anything is a function
of light.
 Lighting is one of the
tools that artist and
photographes can
control and is an
extermely powerful
aesthetic device.
ligting
Flat lighting-strong light, weak shadows, rationality, knowledge
Chiaroscuro-Strong lights and shadows Emotion very powerful
Tragedy or horror film…
Chiaroscuro
perspective
Rhythm

 Rhythm is a method of organize space with

visual elements, the same as in music.

 There are
two basic types of rhythm
—“dynamic” or “controlled.”
“controlled” rhythm

 controlled”rhythm emerges when artist used

objects put on vertical and/or horizontal lines
and colors and spaces between shapes are same
dynamic

 “dynamic” rhythm is
set by the artist,
creating a sense of
activity.
proportion
 proportion of the visual
sense of psychological
and physical measures

 Cannon of proportion in
Greek Art by Polykleitos

 Polykleitos created his

method around 450 BCE
and called it “The Canon”
The Canon

 The Canon is a
theoretical work that
discusses ideal
mathematical
proportions for the
parts of the human
body
 Polykleitos:Doryphoros, original bronze, c.
440–c. 435 BC.
Golden Section
 Theory of proportions is
the basis of art.
Pythagor was the first
one who attempted
mathematically to
understand an essence
of musical harmonic
proportions. Pythagor
knew, that the intervals
of the octave can be
expressed by numbers.
Golden Section

 Two parts or values can

not be satisfactorily
connected among
themselves without
third part
 It is a way of sharing
some of the values ​by a
factor of
approximately 1.6.
Golden Section-Alhambra, Granada
conlusions

 Marshall McLuhan
 The medium is message
 Visual elements might help us understand
the message and visual world.