2. COMMUNICATION
The communication is a process of interrelationship
between two or more persons where an message is
transmitted from an sender who is capable of codifying it in
a code defined up to a receptor which decodes the received
information, all that in a physical way by which it is achieved
to transmit, with a code in convention (channel) between
sender and receiver, and in a certain context.
3. Context
Place and time
Sender
It is the person who
creates an image in
order to communicate
Message
It is the content of
the image- its
information
The receptor
It is the person who
decodes the message to
understand it
The code
They are the rules and
norms that make the
message understandable
The channel or medium - It is the
vehicle or means used to transmit the
information
ELEMENTS IN COMMUNICATION PROCESS
5. DIFFERENT COMMUNICATION CHANNELS
Music, Singing, Talking
Written communication
Verbal communication
Mime, dance or theatre
Sounds
Written words
Spoken words
Gestures and
movements
Join each type of communication with its codes:
6. TYPES OF LANGUAGES…
•The communication
is a vital need to be
a human being
inside the societies
in which we live.
• To achieve
communication we use
all the resources and
languages around us.
7. COMMUNICATION LANGUAGES
The language is the set of elements that the human being uses to express
(I want to say this ...) and to communicate (I want that everyone
understand this ....).
The elements can be:
SONOROUS, as the sound of the words.
WRITTEN, as the alphabet of a language.
GESTUAL, as the mime or mobile elements.
TACTILE, as the alphabet Braille
VISUAL, as the images and graphical forms
8. SONOROUS/VERBAL LANGUAGE
• It is everything the
one that uses of the
sounds articulated to
transmit a message
…
• Inside we fit the
conversations, the
music, etc …
9. The group of elements is denominated ALPHABET.
Let´s see some examples.
ARABIC ALPHABET
WRITTEN LANGUAGE
11. GESTUAL LANGUAGE
This alphabet is compesed by hand movements
Hand alphabet
Here also we find the corporal
language … to cross the arms, we
to touch the hair, to look at
another side, etc. Also they
transmit a message to the
receiver.
13. WHAT TYPES OF LANGUAGE YOU BELIEVE THAT
IT PREVAILS IN:
14.
15. VISUAL LANGUAGE
•The visual language is quite that one that expresses
across images.
• It Includes from the written language, up to any type
of gesture, image, etc …
•at present, every time importance due to his massive
presence in all the media that surround us; it is
therefore important to know his functioning.
16. VISUAL COMMUNICATION
The visual communication takes place
when we use images to transmit a
message
CODE
sender Message Receiver
channel
17. ¿WHAT AN IMAGE IS?
•The images are a
representation of
the reality, are not
the reality
" This is not an apple " of René
Magritte
18.
19. EXERCISE 1
PRACTICAL CASE: they have offered Me a housing of pink front in a
neighborhood that I do not know and have ordered me this photo.
FIND OUT and ANSWER:
That zone is, new or
historical.
If it is big or a small.
If it is preserved well or not
How its neighbors are.
How is the street, broad or
narrow.
If the street is calm or not.
Which aspect the house
has..
20. EXERCISE 2
PRACTICAL CASE: I have known someone for Internet and I don´t n
know nothing about him/her. He/She have sent me a photo of the
corner of his/her house.
FIND OUT and ANSWERS:
What is what you see?.
Does it correspond to
something normal?
What gender do you you
imagine that he/she is?
Will she/he be a familiar
person?
Do You think that she/he will
have children?
might she/he have any
obsessions?.
Will he/she be someone with
money?
How old is she/he?
21. LIKE IT IS DIFFERENT TO HEAR THAT LISTENING
IT ISN´T THE SAME THING TO LOOK THAT TO
SEE …
THE VISUAL
PERCEPTION
22. VISUAL PERCEPTION
1.The visual perception is a sensation by means of which the human being
registers a series of forms and colors which are in the environment. To
perceive means to realize, to notice, to estimate and to understand: It is
very different to only seeing.
2.We perceive an image when we estimate a stimulus of all that it receives
our brain; something is called us the attention and we are capable of
retaining it.
3.In the process of perception objective and subjective aspects join
together, for what the perception is different for every person.
• Objective aspects: (Relations between
forms) variation of size, overlapping and
loss of intensity of color.
• Subjective aspects: the need, the
motivation and the cultural context.
24. VISUAL PERCEPTION
• In perception is influenced in an equal way by
the visual system, eye, retina, iris …. that by the
brain
• The retina perceives the image thanks to the
light and the brain interprets it resting on his
knowledge of the environment
29. Functions of Visual Language
Visual Language has 4 different functions according to the message an
image wants to transmit:
Informative: Images that show the basic elements to understand the
main information about the represented object. Instructions sheets for
objects/ machines are usually informative.
Aesthetics: Images that wants to communicate beauty and harmony
primarily.
Design products are usually aesthetics.
Expressive: Images whose aim is to evoke a particular sensation or
emotion in the viewer (happiness, sadness, joy, melancholy, fear…).
Paintings and sculptures are usually expressive.
Exhortative: Images that try to persuade the receiver to consume a
product, service or an idea. Advertising images are usually exhortative.
30. THE FUNCTION OF THE IMAGES
Informative - Content is transmitted in an objective way
32. The Functionof the images
Expressive
Images stimulate the receiver’s feelings. The point is not what
we see in the image, but the emotions we feel when we look at
33. Exhortative
They try to persuade the receiver to do something, to buy a
product, to believe an idea or to do a task.
The Functionof the images
41. What´s the meaning of an image?: Signifier &
signified
Images have a signifier and a signified.
The signifier is the object/image itself, its appearance.
The signified is the content of the image, its meaning.
SIGNIFIER: Indian people
travelling by train.
SIGNIFIED: poverty problem in
India.
SIGNIFIER: Indian people throwing
petals to the fire.
SIGNIFIED: clothing & rituals exoticism
in India.
42.
43.
44. Logo, icon, sign, signal &
symbol
There are some kind of images that share an
special code easily understable by people around
the world:
-A logo is a graphic element used to represent a person,
product or company.
-An icon is a visual graphic sign: the
image of a logo.
45. -Signs and pictograms are images
which represents an object or idea
reducing it to its simpler form, but
containing all of its meaning.
-Signal: a particular kind of sign with an
abstract content that is contained by a
geometrical form (triangle, square, circle)
46. -Symbol: is a sign which shows no
relation between signified and signifier that
usually represents some abstract concept,
such as ‘peace’, ‘love’,etc…
47.
48. Level of iconicity
The level of iconicity its the level of similarity of an image with
reality.
The level of iconicity of a color photograph is high because it
accurately represents reality, but when we speak of cinema the level
of iconicity is even higher because sound and movement are also
represented.
Hyper-realistic style in painting have a high level of iconicity.
Figurative style let the viewer recognise the represented but it’s not
faithful to reality, so the level of iconicity is medium.
In Abstract art, reality is not represented so the level of iconicity is
low.
51. Realistic, figurative & abstract images
An image can have different interpretations depending on the
characteristics of the transmitter and the receiver:
-The transmitter determines the meaning of an image than a
receiver complete when he receive it. There are three ways of
expression:
Analytic: try to describe a reality focusing in some specific
information.
Realistic, these are images similar to reality, like Photography
or drawings of high precision.
Figurative, these represent reality-based forms but with a
free interpretation.
Abstract, it doesn’t represent images based on reality. They
are new forms created to represent a particular world.
64. Dots are the basic element of visual communication and the unit of painting,
drawing and artwork.
DOTS
Different
representations of
dots:
•dots at an
intersection
•dots used to create
lines
•a dot as a
conventional circle
65. DOTS. Expressivity.
A single dot lacks dynamism, suggests little, has a static value and does not
create form or movement. However, when a dot is related to a and associated
with other dots, it can be highly expressive.
Order Disorder
Concentration Dispersion Depth distance-
nearness
Texture
66. Order Instability More visual weight
Less visual weight Movement to the
top
Movement to
bottom
Dots used to help imagine a shape
73. Seurat :Torre Effiel,
1886
POINTILLISM
Pointillism is a
technique used by
some post-
impressionist
painters at the end of
the nineteenth
century. With this
technique,
brushtrokes are
simplified by the use
of coloured dots.
88. LINES
•The line is the result of a point that moves across a surface.
•The line closes spaces and defines forms. The contour represents the border of
things.
89. DIFFERENT TYPES OF LINES
INCLINED LINES CURVED LINES
ZIG-ZAG LINES WAVY LINES COMBINATION LINES
90. EXPRESSIVENESS OF THE LINE IN
COMPOSITIONS
Straight lines
They suggest rigidity, precision and constancy
Vertical
They express spirituality
and elegance
Horizontal
If they are paralell to the
ground they transmit
repose and stability.
Inclined
these denote
movement, decision and
willingness.
91. EXPRESSIVENESS OF THE LINE IN
COMPOSITIONS
Curved lines
These lines produce a feeling of
movement, action and dynamism
because they continously chage
direction
Radial lines
These suggest light, explossion
and luminosity
92. EXPRESSIVENESS OF THE LINE IN
COMPOSITIONS
Broken lines
These lines have a zigzag shape
and sharply change direction,
transmitting imbalance, chaos and
lack of organisation.
Concurrent
All the lines go towards a point or
area of maximum attention. They
force us to look directly at this
area and create a focal point
tension.
93.
94.
95. DIFFERENT WAYS TO USE LINES
Basic straight lines to make sketches
Expressive lines to make drawings
Lines to create volume
