A complete study on the introduction of "VISUAL COMMUNICATION"

1. VISUAL COMMUNICATION
POWER OF THE VISUALS
By:
DHAIRYATA JAIN

2. CONTENTS
S. NO. TOPIC
1 Introduction-
i. Definition
ii. A.I.D.A.
2 Types
3 Approaches to visual communication
4 10 commandments of visual communication
5 Script
i. History
ii. types
6 Poster
i. Types
ii. Principles
iii. Advantages
iv. categories
v. Purpose
7 Scopes and limitations of visual communication

3. VISUAL COMMUNICATION
• The communication through visual aids like facial expression, gestures, eye contact, signals maps, chart, posters, signs, etc.
• It influences, persuades, teaches, stimulates thinking , disseminate information and entertain.
• A communication of meaning through images, touch, emotions and experiential memories( knowledge and experience).
• Purpose:
i. PERCEPTION: to se
ii. ABSORPTION: to understand
iii. RETENTION: to remember
• Perception of the message: 87%- eye, 10% - ear, 35%- smell
A.I.D.A.
concept of visual communication
A- Attention
Gaining the attention of the passer
by
I- Interest
Generating interest
D- Desire
Generating desire
A- Action
Urging them to take an action

4. GRAPHIC
DESIGN
Planning and creation
of marketing materials
that communicate
visually
ART
Advertising, set
design, cartoonist,
illustrators, interior
designers and art
directors
PHOTOGRAPHY
Pictures tell stories,
capture and record
events for future
perspectives
MULTIMEDIA
Websites, mobile
apps, etc.
TYPES of visual communication
Visual Communication engages meaningful experience and feelings within individuals through richly embedded images and symbols.

5. BRAND IDENTITY DESIGN
Communicates company’s values and is done
according to the behavior and lifestyle of the target
market and its competitors
ILLUSTRATION
Communicates through drawing using
traditional or digital media and animation
through moving images.
IMAGES
EXPRESSION
APPROACHES
 ILLUSTRATION is used to achieve visualization; attract attention of the desired target audience and visual satisfaction. It communicates a relevant
idea quickly and effectively. It helps in making the ads more believable as illustration seems closer to reality than the written language.
 REMEMBER POINTS:
• INFOGRAPHICS: signage, logos and symbols.
• VISUAL COMMUNICATION: photos, videos, infographics, short scan able text, comic strips, etc.
• EARLY EXAMPLES OF VISUAL COMMUNICATION: cave paintings of wild animals, tracing of human hands and signs.
ILLUSTRATION
APPROACHES TO VISUAL COMMUNICATION

7. SCRIPT- Writing language,
An important tool of visual communication
• Originated in 4000BC as a writing system by Sumerians in Mesopotamia to maintain records of taxes, food grains, law and order.
STONE/ CAVE
WALLS
• Earlier, ancient man used to communicate through cave
paintings
CUNIEFORMS
3000BC
• They then started using wet clay tablets for writing and storing it for long.
• Writing was done using stylus.
GRID SYSTEM
2800BC
• Writing on cuneiforms was now done in a systematic
order using horizontal and vertical divisions
PHONOGRAMS
PICTOGRAPHS • Pictographic signs and symbols
IDEOGRAMS
• Sounds separated from pictures to give a new meaning
Picture or sign depicting an idea

8. PHOENETICS • Written language + spoken words
BOUSTROPHEDON
• Writing developed by Greeks in which one line is
read from left to right and the other from right to
left
TRAJAN’S
COLUMN
• Balanced combination of forms
• Developed by Romans
• Best example of roman script
TRAJAN’S COLUMN
 MESOPOTAMIA: 1st civilization in which story writing was started
 SCRIBES: people who started writing on tablets
 STYLUS: the pointed stick which was used to write on the wet clay tablets

9. CLASSIFICATION OF SCRIPT
FUNCTIONAL CLASSIFICATION:
-Pictographic- rock art
-Ideographic- symbols
-Transitional- writing
-Phonetic- sound language
-Alphabetic- alphabets
- Screen plays
- Play writing
- Audio drama
News script

10. POSTERS
Most effective tool of visual communication
POSTERS
TYPES
EDUCATIONAL Inspirational
motivational
CINEMA
Advertise and promote movies
ENTERTAINMENT
Comic posters
event posters
ADVERTISING AND
PUBLICITY
Product posters
ART
Vintage posters
Antique art posters
POLITICAL AND
PROPAGANDISTIC
Target citizens nationally
POSTER is defined as any piece of printed paper designed to be attached to a wall or vertical surface.

11. PRINCIPLES OF POSTER
PURPOSE OF POSTERS:
• To announce an event
• Promote a service
• Sell a product
• Develop an attitude
ADVANTAGES OF POSTERS:
• Provide a logical way of communicating to a particular target
market
• Increase brand awareness by sticking in viewer’s mind
• Cheaper than other mediums

12. CATEGORIES
OF POSTERS
24- sheet
Most popular
6- sheet
Miniature form of
24-sheet poster
30- sheet
Hoardings
3- sheet
In reach of pedestrian traffic
 ILLUMINATED POSTERS: Lighted
posters which are put along the
highways and areas which have no/less
light sources
 CHEESE CAKE POSTERS: rich
posters with the exaggerated contents,
glamourous elements and bright colors
targeting the upper sections of society.
CHEESE CAKE

13. SCOPES AND LIMITATIONS OF VISUAL COMMUNICATION
S.NO. SCOPES LIMITATIONS
1 Effective for illiterates
Easily understood by them
Costly
Only large companies and organizations can
afford it as it is costlier than other mediums
2 Helps in oral communication
Give clear information and makes oral communication easier
Incomplete information
Sometimes it can be successful only with oral
communication
3 Easy explanation
Explain the meaning easily
Difficult to understand
By foolish and simple people
4 Simple presentation
Complex information and data can be easily understood through graphs, maps,
pictures, etc.
Problem for general readers
Less influential and can not be used
everywhere
5 Popular
People don’t like long speeches and explanations and visual communication make
things easier through its effective and strong visuals.
Non- selective
Can never set specific targets
6 Prevents wastage of time
Takes less time than oral communication to explain things
Wastage of time
Some confusing visuals can take more time
than oral communication
7 Flexible
Bridges graphical distance and span cultural references and hence unites us.
Ambiguity
Unexpected problems like natural calamities
delays in decision making
8 Helps in quick decision
Strong and effective visuals conveys the message easily and even urges us
towards the desired message.
9 Simple
Simplify the information of ideas