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Definition ASCO

• Visual Communication is a process of

sending & receiving messages.

• Communication of ideas through visual


• Most benefited is the WWW as users are

accessing the same from across the globe.

Visual Communication
• Color, font type and picture says alot. And in a much
better way.

• Visual Communication serves a purpose greater

than decoration.

• Visual Communication is an important tool for

effective communication.

• Organization on screen can make difference, it can

make your idea a hit or a miss.

• We choose what we read and how we think about

information by its appearance and organization.

• The eye is always attracted to colored elements

before black and white elements, isolated elements
before elements in a group, and to graphic before
the text.
Visual Media ASCO

• Visual Communication is a multi-displinary

field and encompassing, graphic design, fine
arts, multimedia, illustration and photography.

• Advertising is one field that rely heavily on

visual communication, in term of conveying
ideas through images. Other fields include
interiors, industrial and publication design.

• Advertising – with millions of TV channels,

Radio stations, internet sites there is
certainly no lack of media in the world &
the driving force behind all the media is
• Behind all the glitz and cool slogans,
advertising is really about understanding
what motivates people to buy a product or
using a service or support a cause.

• Film – it is a form of artistic expression that

involves, sound, moving images, color & light
projected in front of the human eye to produce a
desired effect. Film is actually a moving record
of a human condition & over the years it has
served to challenge, moved and entertain us.

• Film is linked to society & culture, it is both a

product and reflection of our mind and our time.

Visual communication to Visual Interaction

The main function of visual communication is to

express the designers intention in the
communicative message, catching & maintaining
the spectators attention, imagination & emotion.
The designers intention and the way it is
expressed in the message are in focus. The
issues are information & facts but also
communication of emotion & attitudes.

• Communication is also about, the

address's reception of the message. The
way the addressee interprets the text, the
image, the film or the interface.
• Visual communication is equally
fundamental for digital design although
only a few theories have developed a
model for visual communication of
interactive interface.

• LISBETH THORLACIOS’s theoretical work on

visual & asthetic aspect of communication, offers
an approach to analysis & design of visual
communication on website.
• Thorlacios takes the designers perspective &
focuses on design. But the conceptual model
that she developed embeds both side of
communication . ie: the designer, the interface
design & the user.

• To understand visual communication

Thorlacios suggests making a distinction
between the expressive function, the
immotive function and the aesthetic

• The expressive function relates

exclusively to the designer. It is the
designer who creates the expression.

• The immotive function on the other hand is

a scribed to both the addresser and the
addressee and is differentiated: the
designer may or may not possess the
expression of emotion that s/he evokes in
the user, or the designer may
unintentionally evokes emotion in the user.

• The aesthetic function deals with the aesthetic

aspect of which are in focus of the designers
analysis. It is differentiated into aspects that may
be expressible & inexpressible. Aesthetic
aspect, the origin of which is ascribed to sense
and feeling. Thorlacios describes the latter, as
the ability of visual language to communicate
that, cannot be classified. Thorlacios focuses on
the image but her understanding of inexpressible
aspects also relate to the users perspective.