Visual communication

Notes
 Stages of layout
• The stages of layout design are the steps a designer goes through to create
a layout, from the initial idea to the final product:
• Visualization: The first stage, where the designer translates their idea into
a visual form. The more accurate the visualization, the better the final idea
will be.
• Thumbnails: The designer creates quick, small sketches to explore ideas
and try out different arrangements of elements.
• Rough layouts: More detailed sketches that provide a clearer
representation of the concepts.
• Color layouts and variants: The designer explores different color options
and variations.
• Digital layout: The designer digitizes their concept into digital design
software.
• Layout is the arrangement of design elements on a page. It's a significant
part of graphic design and is used in many types of projects, including
logos, social media products, web designs, signage, newsletters,
brochures, and infographics.
 Stages of creative process
• The creative process is made up of 5 steps: preparation, incubation, illumination, evaluation,
and implementation. The preparation stage of the creative process often begins with
gathering research and defining objectives. The creative process typically has five stages:
• Preparation
• Gather information and materials, and identify sources of inspiration. You can brainstorm
ideas, write in a journal, or conduct research.
• Incubation
• Let your mind wander and relax, allowing your subconscious to work. You can try exercising,
doing a hobby, or doing nothing at all.
• Illumination
• The "ah ha" moment when an idea emerges. This is when new connections are formed and
the material you've gathered comes together.
• Evaluation
• Consider the validity of your idea and weigh it against alternatives. You can reflect on your
initial concept or problem to see if your solution aligns with your initial vision.
• Verification
• Implement your idea and analyze the results. You can start small with a pilot project, or go
big with a large-scale change.
 Associative techniques
• Participants are asked to respond to the
stimulus with the first thing that comes to
their mind. The basic premise behind
association tasks is that thoughts immediately
brought to mind by the presentation of the
stimulus are captured in the most
unadulterated manner.
 Process of developing ideas
• We call the process of coming up with new
concepts “ideation.” Ideation is the generation
of ideas. Ideas become innovations when they
are successfully implemented. Innovations
improve our quality of life and entrepreneurs
create jobs by commercializing them.
 Perspective
• Perspective has a Latin root meaning "look
through" or "perceive," and all the meanings
of perspective have something to do with
looking. If you observe the world from a dog's
perspective, you see through the dog's eyes.
In drawing, perspective gives your drawing the
appearance of depth or distance.
 Color theory
• Color theory is a system that studies how colors interact with each other and how they can be used to create visual effects
and evoke emotions:
• Purpose
• Color theory helps artists, designers, and creators choose colors that work well together to convey a mood or message.
• Components
• The three basic components of color theory are the color wheel, color harmonies, and color context.
• Practical applications
• Color theory has many practical applications, including art and interior decorating.
• Examples
• Colors can have different meanings, such as:
• Red: Can mean "stop" or "urgency"
• Blue: Can mean "cold"
• Green: Can mean "go"
• Yellow: Can suggest "caution"
• Brighter colors: Can make viewers feel more energetic and upbeat
• Darker colors: Can relax viewers and give a sense of calm and focus
• Warm colors: Can evoke a feeling of energy, activity, heat, and warmth
• Some other concepts in color theory include:
• Split-complementary: A palette that uses one dominant color and the two colors that are directly next to the dominant
color's complement on the color wheel
• Tint: A mixture of a color with white, which increases lightness
• Shade: A mixture of a color with black, which reduces lightness
• Hue: A pure color without tint or shade
• Secondary colors: Colors formed by combining any two of the three primary colors
 Principle of design
• The principles of design are the rules that artists and designers use to organize visual elements in a
design. These principles work together to create a design that is appealing and functional.
• Here are some examples of design principles:
• Contrast: The difference between two or more elements in a design. Contrast can be used to create
visual interest, grab attention, and emphasize certain elements.
• Balance: The visual weight of a design should be balanced. This can be achieved by distributing
elements symmetrically (similar on either side) or asymmetrically (elements are not similar and
may be distributed along an off-center line).
• Unity: The appearance of oneness or resolution. This ensures that no single part is more important
than the other.
• Hierarchy: Visually ranks design elements. A good design leads the eye through each area in priority
order.
• Proportion: The visual size and weight of elements in a composition and how they relate to each
other.
• Movement: Controls the elements in a composition so that the eye is led to move from one to the
next.
• Repetition: Creates a sense of rhythm and flow.
• Scale: How big or small something is.
• White space: The empty page around the elements in your composition.
 Elements of design
• The elements of design are line, shape, form, space, texture, tone (or value) and
color, "These elements are the materials from which all designs are built.

• The elements of design are the fundamental aspects of visual design, and include:
• Color: A visual property of objects that is determined by the wavelengths of light
they reflect, emit, or transmit.
• Shape: A two-dimensional area that stands out from the space around it due to a
defined or implied boundary.
• Texture: The way a surface feels, or the way it's perceived to feel. There are two
types of texture: tactile and visual.
• Line: An element of art defined by a point moving in space.
• Form: One of the seven elements of art.
• Space: One of the seven elements of art.
• Value: One of the seven elements of art.
• Graphic designers use these elements to create an image that can convey a certain
mood, draw the eye in a certain direction, or evoke a number of feelings.
 Visual representation:
icon,index,symbol,codes and signs
• An Icon has a physical resemblance to the signified, the thing being represented. A
photograph is a good example as it certainly resembles whatever it depicts. An Index shows
evidence of what's being represented. A good example is using an image of smoke to indicate
fire. Icons, indices, and symbols are three types of signs that are used to communicate ideas:
• Icons
• These are the simplest type of sign and are patterns that physically resemble what they
represent. For example, a picture of your face is an icon of you.
• Indices
• These signs are correlated with something of interest to an animal. For example, dark clouds
in the west are an index of impending rain.
• Symbols
• These are content words like nouns, verbs, and adjectives. Symbols get meaning from their
mental association with other symbols and their correlation with environmental patterns. For
example, blue is used to signify masculinity, but there is no reason why it is used for this
purpose other than tradition and convention.
• Charles Peirce, an American philosopher writing in the 1800s, categorized signs into these
three types. Peirce also recognized that a single sign could easily have the characteristics of
all three categories.
 connotation and denotation
• Denotation is the literal meaning of a word, while connotation is the figurative meaning or the
ideas associated with it:
• Denotation
• The direct meaning of a word. For example, the denotation of "aroma" is "smell".
• Connotation
• The figurative meaning of a word, or the ideas or meanings associated with it. For example, the
connotation of "aroma" is typically "a pleasant and pervasive smell".
• Connotations can vary based on individual experiences and cultures. For example, the word "home"
has a denotation of "the place (such as a house or apartment) where a person lives". However, it
may also have connotations such as "warmth," "security," or "childhood" for some people.
• Here are some more examples of connotation and denotation:
• Timid: The denotation of "timid" is "lacking in courage or self confidence". The connotation of
"timid" is generally negative.
• Homework: The denotation of "homework" is "schoolwork done outside of school". For many
people, the word has a negative connotation.
• Young: The word "young" is neutral and has no associated emotion.
• Youthful: The word "youthful" has a positive connotation.
• Childish: The word "childish" has a negative connotation.
• Economical: The word "economical" often has a positive connotation of being wise and prudent.
• Cheap: The word "cheap" might imply a negative sense of being overly thrifty or stingy.
 Visual perception
• Visual perception is the ability to see and interpret one's visual environment. It is the brain's
ability to make sense of what the eyes see. The visual perception definition does not only
include seeing; it also includes organizing and interpreting visual information.
• Visual perception is the ability to see and interpret what the eyes take in, including
recognizing shapes, directions, and objects, and distinguishing between them. It's a complex
skill that involves many aspects, including:
• Visual closure: The ability to recognize an object even when part of it is missing. For example,
if half of a pencil is covered, you can still imagine what the whole pencil looks like.
• Visual memory: The ability to store and recall visual information, such as immediate recall,
long-term recall, or visual sequential memory.
• Figure-ground: The ability to focus on an object and separate it from its background. For
example, finding a toy in a toy box.
• Visual form constancy: The ability to distinguish one object from another that is similar to it.
• Visual attention: The ability to focus on important visual information.
• Visual discrimination: The ability to differentiate between objects.
• Visual-spatial relationships: The ability to understand the relationship between different
objects.
• Visual perception is important for many activities, including reading, spelling, and
handwriting
 Human eye
• The human eye is a complex organ that allows you to see by capturing light and
converting it into electrical signals that the brain can process into images:
• Here are some parts of the eye and how they work together to help you see:
• Cornea: The clear, dome-shaped front layer of the eye that bends light to help
focus it
• Pupil: An opening in the cornea that allows light to enter the eye
• Iris: The colored part of the eye that controls how much light enters the pupil
• Lens: A clear inner part of the eye that works with the cornea to focus light on the
retina
• Retina: A light-sensitive layer of tissue at the back of the eye that contains rods
and cones, which are cells that convert light into electrical signals
• Optic nerve: Carries electrical signals from the retina to the brain
• Brain: Processes the electrical signals into images that you see
• The eyes also need tears to work properly.
 SMCR Model
• The SMCR model of communication is a linear model that describes the four main parts of
communication and how they interact:
• Sender: The person or entity that encodes the message
• Message: The content and form of the communication, which can be verbal or nonverbal
• Channel: The medium used to send the message, such as print, radio, television, or online
platforms
• Receiver: The person or group that decodes the message
• The SMCR model was developed by David Berlo and first published in 1960. It's based on the earlier
Shannon-Weaver model of communication.
• The SMCR model shows how the characteristics of each part shape the communication process. For
example, the channel can affect the quality and reach of the message, and the receiver can provide
feedback to the sender.
• Watching the news on television is an example of the SMCR model:
• Sender: The news presenter
• Message: The news
• Channel: The television
• Receiver: The audience
 Process of communication
• The communication process is the steps we take in order to
successfully communicate. Components of the communication
process include a sender, encoding of a message, selecting of a
channel of communication, receipt of the message by the receiver
and decoding of the message. The communication process is the
steps involved in conveying information between people:
• Sender: The person who delivers the message. The sender's
experiences, knowledge, and attitudes influence the message.
• Encoding: The sender encodes the message.
• Channel: The sender chooses a method to deliver the message.
• Receiver: The person who receives the message. The receiver
decodes the message.
• Feedback: The receiver may provide feedback to the sender, which
the sender then interprets.
• Repeat: The process repeats continuously.
 Verbal and non-verbal communication
• Verbal communication involves using words and language to convey thoughts,
ideas, and emotions. It's a powerful tool for sharing information and expressing
complex concepts. On the other hand, non-verbal communication encompasses a
wide range of cues and signals we use to communicate without words.
• Verbal communication
• Involves speaking aloud, including tone of voice, sighs, and groans. It can be
written or spoken, and can take place over the phone, online, or in person.
• Non-verbal communication
• Includes body language, gestures, facial expressions, eye contact, and silence. It
can also include physical objects like clothing, home, cars, and the environment.
• People often use both verbal and non-verbal communication to express
themselves. Non-verbal communication can be just as powerful as verbal
communication, and it's important to be aware of how non-verbal cues can send
unintended messages.
 Mass communication
• Mass communication is the act of a person or
group of people relaying a message through a
channel of communication to the general
public or a segment of the general public.
Television, radio, social media, and print
media are common channels of
communication.
 Group communication
• Group communication is the exchange of messages between a group of people, usually three to 20
people, to achieve a shared goal. It can be verbal or nonverbal, and can take place in many
contexts, including professional settings, social groups, or families.
• Group communication is important because it allows people to share ideas, define goals, and
motivate each other. Here are some things to consider when communicating in a group:
• Size
• The size of the group affects how well each person can interact with the others. Groups that are too
large can make it difficult for everyone to participate equally.
• Communication methods
• There are many ways to communicate in a group, and it's important to choose a method that works
for everyone. For example, a team leader might hold weekly meetings, but also use email for more
frequent communication.
• Noise and context
• Noise can include environmental noise, body language, cultural barriers, and jargon. Context
includes the situation, culture, environment, time, place, and roles of participants.
• Group norms
• As a group forms, it develops customs, standards, and behavioral expectations. For example, if a
group posts an update on Facebook every day, then not posting for a week might violate a group
norm.
 Interpersonal communication
• Interpersonal communication is the process of exchange of information, ideas and feelings between
two or more people through verbal or non-verbal methods. It often includes face-to-face exchange
of information, in a form of voice, facial expressions, body language and gestures.

Interpersonal communication can take many forms, including:

• face-to-face conversations, phone calls, emails, video conferences, team meetings, client calls,
memos, and performance reviews.
• Interpersonal communication skills are soft skills that we develop since childhood, and they vary
from person to person. Here are some tips to improve your interpersonal skills:
• Ask for feedback from colleagues, managers, family or friends
• Observe coworkers, company leaders and professionals you admire and respect
• Learn to control your emotions
• Keep notes or a journal about your conversations and interactions at work
• Practice your skills
• Acknowledge others
• Avoid distractions
• Take classes
• Get a mentor
• Record yourself
 Intrapersonal communication
• Intrapersonal communication is the process of
talking to yourself, or the internal dialogue that
takes place in your mind. It's also known as self-
talk, inner speech, or internal monologue.
• Intrapersonal communication is important
because it helps you understand yourself and
your goals, and how you react to the world
around you. It involves analyzing your thoughts
and feelings, evaluating your actions, and making
informed decisions.
 7C’s
• The 7 C's of communication are a set of principles to help ensure that the
intended audience understands what's being communicated. The 7 C's
are:
• Clear: Ensure that what's being said is communicated clearly and without
room for misunderstanding. Use simple language and focus on the core
points of the message.
• Correct: Ensure that the information being communicated is correct.
• Complete: Ensure that the recipient has everything they need to
understand the message and take action if needed.
• Concrete: Be specific and definite rather than general. Use precise words
to convey the message.
• Concise: Get to the point in short sentences. Use strong verbs, cut
unnecessary words, and highlight the core points.
• Considered: Consider the audience and their needs.
• Courteous: Be respectful in communication. Use a conversational tone,
show appreciation, and use eye contact.
 Figure and ground
• Figure-ground perception is defined as a
human's ability to visually differentiate
between an object and its background. When
humans perceive a visual image, they tend to
simplify it by separating it into figure and
ground. The target object becomes the
observer's main focus, both visually and
mentally.
 gestalt theory
• Gestalt theory is a school of psychology that explains how humans perceive things as a whole,
rather than as individual parts:
• Explanation
• Gestalt theory suggests that we organize information into patterns and relationships to make sense
of our environment. For example, when we see a combination of facial features, our brain organizes
the information to perceive a face.
• Principles
• Gestalt theory is based on several principles, including:
• Similarity: Similar components are grouped together.
• Continuation: Humans follow the smoothest path along linear visuals.
• Closure: The brain completes visuals with missing pieces.
• Proximity: The mind organizes components that are closer to each other.
• Figure/ground: The mind distinguishes between the foreground and background to produce
multiple images from one visual.
• Symmetry & order: Complex wholes are simplified into simpler or more symmetric shapes.
• Origin
• Gestalt theory originated in Austria and Germany as a reaction to the atomistic orientation of the
associationist and structural schools.
• Application
• Gestalt principles are used in the planning and presentation of educational facilities.
 Noise and sound barrier
• A noise barrier, also known as a sound barrier, is a structure that reduces noise pollution by
blocking, reflecting, or deflecting sound waves. They are often built near roads and industrial areas
to protect residential areas from excessive noise.
• Here's some more information about noise barriers:
• Materials
• Noise barriers can be made from a variety of materials, including concrete, metal, wood, and
acrylic. Each material has different sound attenuation properties.
• Design
• Noise barriers can be designed with angled surfaces or absorptive surfaces to manipulate sound
waves.
• Effectiveness
• The effectiveness of a noise barrier depends on its height, length, and material.
• Location
• Noise barriers can be placed at the source of the sound or along its path.
• A sound barrier can also refer to the increase in aerodynamic drag that happens when an object
approaches the speed of sound. This increase in drag makes it difficult or impossible for an object
to travel faster. When an aircraft breaks the sound barrier, it produces a sonic boom.