VISUAL LANGUAGE 2

VISUAL LANGUAGE To make the visual communication possible it is necessary to use an adequate language. This language has its proper syntax, rules and characte- ristics which make it unders- tandable in the same way as the oral and written language or the language of music.

VISUAL CODE

THE VISUAL CODE Each language uses its own code. The visual code is a set of signs and norms which give meaning to a visual message. Also, these norms help to structure the elements of the images in a clear and orderly way.

For example, a norm or a visual code used to design indicative signs need to be easily understood. That’s why they are often visualized by geometric shapes of one color on a background of a contrasting color.

Symbols Religious symbols Hotel symbols

logos

Many companies use logos so we can recognise their brands and distinguish them from many others. The objective of the visual code is to make the content memorable to the recipients.

Comics is visual language too Comics is visual language too. The “first plan” is used to describe the thoughts and feelings of the characters because it shows all the gestures and expressions in a very detailed way.

THE CONTEXT

The context of a visual language used in a message can only be understood when it is recognised and shared by both the transmitter and the recipient. The channel of communication needs to be familiar to both of them.

Imagine a writing system based on signs that was invented thousands of years ago by the readers of this epoch. They will understand it but we will only see a collection of signs without any meaning. Only a person educated in the ancient writing systems would be able to decipher those signs by encoding the signs comparing them with other symbols of similar cultures.

VISUAL METAPHORS

Visual metaphors The visual metaphors are graphic or spatial resources which are used to symbolise memories, describe situations or suggest feelings and emotions.

VISUAL PERCEPTION

Visual perception The visual perception is a process during which one person receives a set of visual stimulus. By means of this process the recipient selects forms and colours, compares and interprets them. It’s because in the perception of images we don’t only use the sight but also personal experience, taste, motivation, etc.

To be able to understand a visual message it is necessary to pay the attention first. The attention means the concentration of mind on one of the visual stimulus. Because of that, the experts in images use in their creations a series of visual effects which have to attract the attention of the recipient. These effects are, among others: proximity and similarity, continuity, emphasis and homogeneity.

Write down all the collocations that you come up with the word: VISUAL

cOLLOCATIONS VISUAL LANGUAGE COMMUNI- CATION CODE MESSAGE STIMULUS ELEMENT PERCEPTION METAPHOR EFFECT

VISUAL EFFECTS

Proximity and similarity When in a series of visual elements, these elements are located very near to one another they powerfully attract the attention and are perceived as a whole. What is more, if these elements are not only near but also they are the same or similar the effect is more profound.

continuity When visual elements follow a concrete direction it is very easy and quickly to see what figures mark this direction.

emphasis Emphasis is used when it is important to highlight one figure against others. Normally this special figure is located in the centre or on the right of the image. Also, a different colour and size to the rest of the visual elements of the set are used.

homogeneity If the transmitter of the message expects the recipient to perceive all the visual elements of an image with an equal intensity, he or she creates a homogenous or, in different words, unified effect: the same or similar sizes, forms, colours and movements.

PURPOSES OF THE IMAGES

PURPOSES OF IMAGES Images can be classified according to their purpose into: informative exhortative recreational aesthetic

1. Informative purpose The images are a suitable means to inform in a clear and direct manner. The informative images are used to identify people or groups; indicate actions, directions or places; describe facts or situations; or communicate news.

a) Identifying images Identifying images express or symbolise the philosophy of a company or an individual. Their purpose is to be recognised and distinguished among the other ones. For example: logos, brands and the images of flags.

b) Indicative images Indicative images try to show things through signs or notices. For example: pictograms which show us directions to follow or specific places.

c) Descriptive images Descriptive images define places or figures explaining their different parts or qualities, normally through a simplified design. For example: scientific pictures of natural forms, designs of buildings and objects, diagrams and maps.

d) Notifying images Notifying images are the images of the press which accompany the informative texts or leaflets advertising events.

2. Exhortative purpose Exhortative images try to convince the recipient to do what the message is proposing. They are mainly used in advertising to maintain the interest of consumers in the products.

3. Recreational purpose The main objective of recreational images is to entertain. A few examples of these images are: comics, films, theatre plays, puppet shows, some newspaper images, etc.

4. Aesthetic purpose The purpose of aesthetic images is to awake the admiration and the ability to enjoy the beauty. These images are works of Art which, through their subject, express among other things, feelings and transmit a particular idea of beauty.