1. UNIT 1. Visual Language.
Summary
1.Visual Communication.
It is a process that transmits messages using images. These images are graphic or
three-dimensional, fixed representations or in movement, of real or imaginary figures.
2. Elements of Visual communication:
• Sender; is the one who wants to establish the communication. It can be a
single person or a group of people...
• Recipient; He is the one who receives the message and acts about what he
has understood. It can be a single person, a group of people or an
organization.
• Message; is the information that the sender wants to transmit. Two main
aspects:
The aim. It is the purpose of the message, what the sender wants to
obtain through the image.
The structure of the message. It is the visual content, the topic and the
art style
• Channel of communication; It is the means or support through which
messages are transmitted. The communication channels can be photos, digital
images, drawings...
3. Images' purpose:
• Informative purpose
1.Identifyng images; They symbolize the philosophy of an individual,
company or brand. Its purpose is making the brand recognizable and
different it from others. Some exemples are logotypes, commercial
brands and the flags.
2.Identicative images; They want to indicate an essential communication
across signs of very simple symbols. For example, the pictographs that
indicate us directions to go to a concrete place, the traffic signs, etc... ;
3.Scientific images This type of images defines in detail places or
scientific images. There are usually illustrations or simplified and
schematic photos to facilitate the comprehension of its functions and
characteristics
4.Images from news; They are images of press that usually accompany
informative texts, front pages and cartels. Its mission is that of
accompanying graphically to the written text.
• Exhortative purpose; This type of images tries to convince the spectator. They
are used fundamentally in the field of the commercial ads, its main target is
maintaining the interest of the consumer on their product during a concrete
period of time.
• Esthetic purpose; The main target of the recreational images is to entertain,
and the esthetic images want to cause admiration and the aptitude to enjoy the
beauty.
Vocabulary
• Background;
• Foreground
• Aim/Target
• Commercial brand
(*) Also you have to remember all tools’ names (pencil, felt tip pens, scissors, sketch
book...)

2. UNIT 2. Elements of Visual Language.
Summary
1. The Dot. Is the smallest and simplest element in art language. Its first mission is to
indicate position. It has a very strong power to atract visual attention.
Usually the dot's shape is round, however it can be represented in different ways; for
example typographical dots are square (in order not to disturb our visual attention while
reading), painting drops are irregular...
2. The line. The line is a dot on mouvement. It is also a mark made on some surface. It
can express so many things whith its different positions.
Simple lines
• Horizontal, it is related with calm and rest. It is used to express peacefu.ll
• Vertical, can goes up or down it is related to the mouvement of growin up or
elevation.
• Diagonal, it can express strong mouvement and instability
Composed lines
• Zig-zag, it express a deep constrast or mouvement.
• Wavy, it express mouvement but it is softer than the zig-zag line.
3. The shape.
A. They can be geometric (cercle, square or triangle) or natural (like a leave's tree or a
seashell)
B. The Shapes can also be Flats (2D, bidimensional) like a pencil mark on a paper
or Tridimensionals (3D) like an sculpture.
4. The Space; Space is the area between, around, above, within things. When we work
on a bidimensional surface to represent it we use the perspective.
5. The Colour.
Colour can often shows the space. Colour is the most expressive element of Art. There
are Primary colours (yellow, magenta and cyan) and Secondary colours (red, purple
and green).
Primary colour + Primary colour= Secondary colour
Primary colour + Secondary colour = Tertiary colour
6. Value.
Value is the Lightness or a Darkness of a colour. When a dark value is close to a light
colour it creates Contrast.
7. Texture
Texture is how a surface feels or it is seemed. They can be tactile or visual,
rough/smooth, wet/dry, soft/hard....
Vocabulary
• Abstract; an artistic representation that does not represent external or
recognizable reality.
• Exhibition; a public display of items in Art Gallery or museum.
• Landscape/seascape; a picture representing an area of countryside/seaside.
• Performance; an act of perfoming a play, a concert or other form of
entertainment.
• Curator; a keeper or custodian of a museum.