2. INDEX
COMMUNICATION AND ITS PURPOSES. U. 1
VISUAL COMMUNICATION & VISUAL PERCEPTION. U. 2
ELEMENTS OF VISUAL
LANGUAGE
SPACE & VOLUME
FORMS & SHAPES
COLOUR. U. 5
TEXTURE. U. 6
DOT, LINE & SURFACE. U. 3
GEOMETRIC SHAPES. U. 4
INTRODUCTION. U. 7
LIGHT & VOLUME. U. 8
SYSTEMS OF REPRESENTATION. U. 9
RAMON DE FRANCISCO
3. VISUAL COMMUNICATION & VISUAL PERCEPTION.
Visual communication is:
A process aimed at intentional transmission of a message through images.
4. The message is made up of IMAGES
We must know the VISUAL CODE otherwise there will be no communication.
7. IMAGES can be
REPRESENTATIVE: When it represents a true reflection
of reality. The image and the reality are very similar.
ABSTRACT: When it doesn’t represent a form from
reality.
SYMBOLIC: When it represents a concept or idea.
The ICONICITY of an image means
how similar the image is to the object it represents.
11. What is Visual Perception?
It is the brain interpreting visual stimuli.
It is a process that involves
THE BRAIN THE OPTIC NERVES THE EYES
12. As every process it has its rules so if you know them you will find very easy to
mislead both your eyes and your brain.
That is what we call OPTICAL ILLUSIONS.