VISUAL COMMUNICATION: CHARACTERISTICS, ELEMENTS, TECHNIQUES, EXAMPLES - CULTURE VOCABULARY - 2024

The visual communication is a process by which information graphically depicted to convey meaning in the most efficient and simple as possible. It is a communication process that is highly relevant because our predominant sense is that of sight, this being the main way we relate to our environment.

Visual communication is one of the predominant tools in fields such as graphic design, advertising, social media posts, and audiovisual communication. In all these fields, it has to contain a series of basic elements to properly convey the message.

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In order to best transmit the information through a visual medium, experts in this field have developed a multitude of strategies and theories about this type of communication. In general, all of them include the importance of using elements such as interactivity in the message, iconography, supporting texts or animation.

Today, visual communication is more present than ever in our lives. We can find examples of her messages on websites, social networks, work presentations and many other similar contexts. Therefore, knowing how it works and what are the most appropriate techniques is more important than ever.

Visual communication characteristics

- It has a universal character

Unlike other types of communication, the one based on visual information is understandable by almost everyone in a much easier way. In fact, some of its elements (such as colors or shapes) are believed to elicit innate responses in us regardless of our culture or ethnicity.

This is something totally different from what happens with other types of communication. For example, spoken language is totally dependent on where we are born and what our culture of origin is. Something similar happens with gestures and body language, which despite having innate components are very much mediated by our upbringing.

However, colors, shapes, designs and other visual elements have been found to elicit very similar reactions from all people regardless of their origins.

- Can be conscious or unconscious

As with other types of communication, the messages we send through the visual channel may or may not be deliberate. Experts believe that it is impossible for us to stop communicating, so if we do not think carefully about what we are doing we will transmit information without realizing it.

For example, an advertising designer is usually perfectly aware of all the elements that he is introducing in one of his publications. Thus, the message he wants to convey is perfectly clear, and he will use tools such as colors, infographics, supporting texts and structure to make the viewer understand what he wants.

However, in many other contexts we do not realize what we are transmitting through the visual route. Something as seemingly insignificant as the colors of our clothes can send messages to the people around us about our state of mind or our way of being.

- It can fulfill several functions

The visual elements of communication can be used to fulfill different objectives. Although there are more functions that visual communication can fulfill, some of the most important are the following:

- Persuasive function. Visual communication is very useful when it comes to convincing recipients and changing their opinions or ways of thinking. This is the main function of advertising.

- Expressive function. Images, colors and other similar elements are especially good at conveying emotions and feelings.

- Informative function. Some forms of visual communication are primarily intended to inform your viewers.

- Aesthetic function. Certain types of visual communication are designed simply to convey beauty. This would be the case, for example, of some kinds of painting and photography.

- Phatic function. These are images whose main mission is to emphasize a message transmitted in another way. For example, in a commercial, colors and designs are often used to give more power to the words used in it.

Elements

In its most basic form, visual communication is based on a series of minimal elements that when put together make up all the messages that can be sent in this way.

All the exchanges produced by visual communication are formed by them in their different forms. In this section we will see which are the most important.

- Point

The point is the most basic element of visual communication. It is the smallest unit that the human eye can recognize, and is characterized by having no direction. Absolutely all images are made up of dots. On the other hand, when we find him alone he has a great capacity for attraction.

- Line

Lines are slightly more complex elements, formed by a succession of points that follow one direction. We can find several types of lines, the most common being the straight and the curve.

- Outline

The next level after the line is the outline, which is a set of them that delimit a specific space. Although we can find all kinds of different contours, in visual communication the most used are the triangle, the square and the circle.

- Address

Visual directions are elements that determine the plane in which our attention mainly moves. They are largely determined by the contours used in a message, the square working the horizontal and vertical directions, the circle the curve, and the triangle the diagonal direction.

- Tone

Hue refers to the variability of light conditions in a visual message. Objects can move in a very wide range of light and dark, and each of the variants transmits different information to the receivers.

- Color

At a technical level, colors are variations in the electromagnetic field that we can detect through our eyes. Colors are considered to be capable of transmitting emotions in a practically universal way. They are all derived from three primaries: red, yellow, and blue.

- Dimension

Dimension is an element of visual communication that refers to the volume of objects. Depending on the medium that is being used, it can be represented directly (as for example in sculpture) or it will be necessary to use techniques to imitate it, as in painting or photography.

- Movement

The last fundamental element of visual communication is movement. In fixed media such as painting or photography, it is necessary to resort to different tools to convey a sense of movement to viewers.

Visual communication techniques

Visual communication is very important in many fields of our lives, which is why a multitude of techniques have been developed that allow us to make the most of its power. Next we will see which are the most used in fields such as graphic design or advertising.

- Balance

Balance is based on the composition of images so that there is a balance between all its elements. This technique gives us calm and stability, while its absence can be used to generate shock and break patterns.

- Symmetry

Symmetry is related to balance, although the two techniques are not exactly the same. In this, the elements are placed around a central axis, in such a way that the two sides of it contain the same components.

Generally balance and symmetry go hand in hand, but sometimes it is possible to achieve a balanced design in which this second element is not present.

- Simplicity

In the world of visual communication it is considered that simple messages are capable of transmitting information much better than those that are very busy or have a lot of "noise". Therefore, the design tends more and more towards minimalism and messages as basic as possible.

- Predictability

Predictability is a technique that seeks to present the viewer with a conventional message and as similar as possible to others that he has already observed before, with the aim of creating familiarity in his mind. The alternative is spontaneity, in which the creative breaks with the traditional molds to create an innovative message that shocks and draws attention.

Importance

Mastering visual communication is essential in many different sectors, since much of the information we receive reaches us through this medium.

If we are not aware of what we are transmitting through images, colors, textures and other elements, we will end up sending messages that we do not control and that can be detrimental to our objectives.

On the contrary, if we can master visual communication, we can take advantage of a universal system that is easily understood by everyone, and which is also capable of affecting the emotions of our interlocutors very directly.

Examples

Visual communication is present in a multitude of different environments. Some very common examples are:

- A creative designing an advertisement for a web page.

- A man deciding what to wear before going out to party to be as attractive as possible.

- A designer creating the cover of a book to increase its sales.

References

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3. What Is Visual Communication? - Definition, History, Theory & Examples ”in: Study. Retrieved on: March 12, 2020 from Study: study.com.
4. "Benefits of visual communication" in: eDraw. Retrieved on: March 12, 2020 from eDraw: edrawsoft.com.
5. "Visual communication" in: Wikipedia. Retrieved on: March 12, 2020 from Wikipedia: en.wikipedia.org.