Visual communication is the communication of ideas through the visual

display of information. Primarily associated with two dimensional images, it

includes: art, signs, photography, typography, drawing fundamentals, colour
and electronic resources. Recent research in the field has focused on web
design and graphically oriented usability. It is part of what a graphic designer
does to communicate visually with the audience.

The primary tool by which man has visualised ideas is through the usage of
writing and, by extension, type: Writing/type is the visual manifestation of the
spoken word. And words are what we communicate with. Thus it is no
overstatement when we say that type is the essence of visual communication
and by extension of visual communication design.

The Eye of Horus is often referred to as the symbol of visual communication.

It is said to be a representation of an eclipse, as the corona around the pupil
is like the corona around the sun during a solar eclipse.

Elements of visual communication

Color is an element of visual language that people process before they are consciously aware of it. It
pops out at viewers in the early stages of vision. Because color is a potent element of visual
communication, we need to think through how and why we are using it.

color to improve object recognition

Illustrated book cover by Ed Emberly

We recognize objects more quickly when their colors reflect what we see in the physical world. Upon
seeing an object that is colored differently, like a pink banana, it can cause cognitive dissonance that
the viewer must resolve. Of course, you may intentionally use unusual colors as a creative, playful or
dissonant approach. But if your aiming for speedy recognition, as in this cover for a childrens book,
use colors that are normally associated with an object or scene.

3. Use color to enhance meaning

Bright colors above represent something of value

Our brains are compelled to find meaning, whether it is intended or not. Because the eyes are
attracted to bright and high-contrast colors, viewers will derive meaning from something that stands
out. When you use color for emphasis, its like shouting that this object or element has the greatest
value. At the Lynda.com site, the bright yellow is used to prominently display their most important
message.

4. Use color to convey structure

 Color depicts the structure and "tracks" of a book

Color is often used in technical documentation and textbooks to convey structure. Each chapter
might feature a different colored heading and a block of the same color may appear on each page,
making it easy to distinguish between chapters. Another approach to color structure can be found in
the book, Designing for Small Screens. Each chapter is organized into three sections, denoted by
vivid colors. The sections form three tracks running through the book, which is described visually in
the table of contents shown above.

5. Use color to establish identity

Colors of Top Web Brands from colourlovers.com

In the sphere of marketing and advertising, brand identity is the visual essence of a business or
organization. Visual identity is often highly correlated with color through symbolism (see below).
The chosen color, in consort with other aspects of the design, has the potential to project the entire
flavor of the organization to the world.

6. Use color for symbolism

 Orange is associated with excitement and vibrancy

Color elicits both cultural and psychological associations that are symbolic of ideas, concepts and
feelings. Context plays a part in color symbolism, meaning that one color can have positive or
negative connotations depending on the larger framework. For example, although blue is often
associated with strength and optimism in Western cultures, in another context it can be associated
with despair and frustration. The vibrant orange tones in the painting above express the energized
tension of the bullfight.

7. Use color to improve usability

The wise use of

color can improve usability for everything from everyday objects to wayfinding. Consider the glaring
red medical waste bags in a hospital, lab or doctors office. They help ensure that healthcare workers
will deposit infectious materials into the correct container. This concept translates well to the digital
world. In user interfaces, color informs users of the most important functions and areas of the
 screen. For example, in the administrative panel of the Thesis WordPress theme, the large green
button (and unusual text) ensure users wont ever have to wonder how to save their selections.

8. Use color to communicate mood

Two moods expressed through color

Many facets of colorparticularly saturation (color purity) and value (range of light to dark)are
known to evoke emotion. But color also creates a mood. Compared to emotion, mood refers to a
longer-lasting, milder and generalized experience. Research shows that lighter colors are associated
with a more positive affect and darker colors with more negative. Painters and photographers are
good at exploiting color value to create a moody experience.

Green is a cool color that symbolizes nature and the natural world.
Green also represents tranquility, good luck, health, and jealousy.
Researchers have also found that green canimprove reading ability.
Green is often used in decorating for itscalming effect. For example, guests
waiting to appear on television programs often wait in a green room to relax.
Green is thought to relieve stress and help heal. Those who have a green
work
Blue calls to mind feelings of calmness or serenity. It is often described as
peaceful, tranquil, secure, and orderly.
Blue is often seen as a sign of stability and reliability. Businesses that want to
project an image of security often utilize blue in their advertising and marketing
efforts.
Blue can also create feelings of sadness or aloofness.
 Blue is often used to decorate offices because research has shown
that people are more productive in blue rooms.

Orange is a combination of yellow and redand is considered an energetic

color.
Orange calls to mind feelings of excitement, enthusiasm, and warmth.
Orange is often used to draw attention, such as in traffic signs and
advertising.
Orange is energetic, which is perhaps why many sports teams use orange in
their uniforms, mascots, and branding.
Orange is also the color of bright sunsets and fruits such as oranges and
tangerines, so the many people might associate the color with thebeauty of a setting
sun or the refreshing taste of citrus.

Black absorbs all light in the color spectrum.

Black is often used as a symbol of menace or evil, but it is also popular as an
indicator of power. It is used to represent treacherous characters such as Dracula and
is often associated with witchcraft.
Black is associated with death and mourning in many cultures. It is also
associated with unhappiness, sexuality, formality, and sophistication.
In ancient Egypt, black represented life and rebirth.
Black is often used in fashion because of its slimming quality.

Purple is the symbol of royalty and wealth. In ancient times, creating dyes to color fabric
often required a great deal of effort and expense, especially for certain colors.

Because purple is less common in nature, the resources needed to create a dye in this color
were much more hard to come by and much more costly. For this reason, the color purple
became associated with wealth and royalty, often the only individuals who could afford such
expensive items.

Purple also represents wisdom and spirituality. Its rare and mysterious nature perhaps
causes it to seem connected to the unknown, supernatural, and divine.
Purple does not often occur in nature, it can sometimes appear exotic or artificial.
 White is color at its most complete and pure, the color of perfection. The color meaning of
white is purity, innocence, wholeness and completion.

In color psychology white is the color of new beginnings, wiping the slate clean, so to speak.

White is a color of protection and encouragement, offering a sense of peace and calm,
comfort and hope, helping alleviate emotional upsets. It creates a sense of order and
efficiency, a great help if you need to declutter your life.

White offers an inner cleansing and purifying of your thoughts, emotions and,
ultimately, your spirit, refreshing and strengthening your entire energy system.

Gold is the color of success, achievement and triumph. Associated with abundance and
prosperity, luxury and quality, prestige and sophistication, value and elegance, the color
psychology of gold implies affluence, material wealth and extravagance.

This color is a warm and positive color associated with our most physical needs and our will
to survive. It exudes a strong and powerful masculine energy.

Red is energizing. It excites the emotions and motivates us to take action.

It signifies a pioneering spirit and leadership qualities, promoting ambition and

determination.

It is also strong-willed and can give confidence to those who are shy or lacking in will power.