5/10/16 - Visual Literacy - Language of Design

Visual Communication - we can construct multiple meanings from a single image or symbol; without it even being within context. We can then begin to put it into context when comparatives or other parts of the image are displayed.

It is global, although me may not be able to speak other languages, we can speak the language of logos, brands and symbols which are well known all around the world. 

Visual Literacy comes from the English, literacy as we would read pictures and images just as we read a book.

The language of design is an agreement between a group of people that one thing will mean something else, just as with words.

Visual Syntax is how the image is structured and Visual Semantics is the meaning or how the image can be interpreted. 

Semantics - How an image fits within it's context and the relationship between the form of picture and the meaning behind it.

Semiotics - Study of signs and sign processes; Symbol, Sign, Signifier.

Visual Synecdoche - Part of something is used to represent a whole, however this only works when an image is globally recognised. E.g Big Ben - London.

Visual Metonym - Symbolic image with a literal meaning e.g Yellow taxis in New York.

Visual Metaphor - To transfer meaning from one image to another e.g Apple - New York.

Something unfamiliar can be compared to something familiar.

We work on our knowledge that we already have to create meanings for new images and symbols; by placing them into context.

Conclusion - Visual communication of symbols, pictures and images can be read just as a book can. We can create multiple meanings of shapes and symbols just by placing them into context, or using certain shapes and colours. We can also build on what we already know to make the unfamiliar meaningful by comparing it to something familiar. Designers can speak a global language.