COP1 Visual Literacy lecture

Visual Literacy

  In our first lecture we were introduced to the importance of visual language and how it is our job as animators to communicate through image, type and motion. We need to be able to effectively communicate ideas, concepts and content to different audiences in a range of contexts. Visual communication is based around the shard understanding of signs, symbols, gestures and objects, and is affected by audience, context, media and method of distribution. I found it very interesting to explore how much influence Visual literacy actually has on society. The ability to construct meaning from visual images and type is a necessary skill in society today. It is essentially the idea that pictures can be read. The conventions of visual communication are a range of universal and cultural symbols that we are surrounded with on a daily basis. Fred used many different images as interesting examples of how expansive and effective visual communication can be. For example, what does the following image communicate to us:

And why does our interpretation of it change whenever it looks like this:

One of the most interesting points that Fred brought up was the following; "All that is necessary for any language to exist is an agreement amongst a group of people that one thing will stand for another." We also learned about Visual Semantics and Visual Syntax. Syntax refers to the pictorial structure and visual organisation of elements while Semantics refers to the way an image fits into a cultural process of communication. 

We then learned about Semiotics: the study of signs and processes. I found this part of the lecture very interesting as we learned about how different versions of an image can act as symbols signs, and signifiers. For example, how the Apple logo symbolises an apple but is a sign for Apple products. It signifies quality, innovation, creativity, design etc. Fred further broke this down into logo, Identity and Brand. He also talked about Visual Synecdoche, the term applied when a part is used to represent a whole, or vice versa. The main subject is substituted for something that is connected with it, however this only works if what the synecdoche represents is universally recognized. He also talked about Visual Metonym and Visual Metaphor.