Communication Practice ( Visual Communication )

Visual communication is a way of communicating through visual display of information. Primarily associated with 2D image. This includes art, signs, photography, typography, drawing and electronic resources. It is part of what a graphic designer does to communicate visually with the audience. Visual communication is all around us. We do not have to visit an art gallery, read an art/design book to experience visual communication. We use visual communication to navigate and understand the world. Packaging, signage, logos, books, mobile phones, are all examples of visual communication. A watch or clock is a classic example of visual communication that we have used on every day.

One might think the most important trait of a visual communication is creativity. In fact, creativity only constitute a part of what a designer does. Designers do not necessarily have to draw, though they often draw as a way to explore ideas. He/she not only has to be able to ‘think outside the box’ so to speak, but to also work methodically and systematically and to communicate clearly. To design is much more than simply to assemble, to order, or even to edit. It is to add value and meaning, to simplify, to persuade, and to amuse. To design is to transform prose into poetry. Approaches to visual communication.

There are many types of visual communication designers. Some take a more analytical approach, some more conceptual, some expressive. Here are some types of visual communication:

1) Brand identity design

The visual communication designer’s role is to understand the lifestyle and behavior of the target market, its competitors and develop a visual identity system that communicates the values of the brand. Its ultimate goal is to attract sales and increase the profit of the business. A brand experience is more than a logo.

2) Information design

Focuses on how users interact with information, such as way finding systems (signage), transportation schedules, bills, web interfaces, guidebooks, etc. Usability is the top priority here. Clarity and precision are the criteria for good information design. The ultimate aim is to promote understanding and reduce stress and frustration.

3) Advertising and promotion design

Involves in development of visual communication strategies that best attract market target. Similar to branding, market research is important. It is important for advertisements and promotion designs to attract attentions of the target by giving  appeals to the audience’s emotions, causing them to make a purchase or to change their perception.

4) Illustration

Communicate ideas through drawing, using traditional or digital media or mix media. They may work for book or magazine publishers, or they work independently, or self-publish their own books.

5) Animators

Working with moving images, animators also make use of visual communication, often to tell a story and to appeal to the audience’s emotions, through video, motion graphics, animations and sound.

All of the above has a form of expression in each of them. However, there are differences between expression and communication. Expression appeals to our emotions, engaging the audience in a deeper level, but less precise. However, communication is in a form of giving and receiving information/ massage. There has to be in an agreement between the giver and the receiver of a message in order for communication to function. Visual communication is therefore similar to written language works. We use visual language to communicate to an audience. However, visual language might not be as reliable as written language, which has a more formalized. When we talk about visual communication, we speak of a unification of content and the form. We as designers are givers of the message. We deliver the message to the receiver. This is not necessarily for designers to give message. The receivers could provide feedback to the sender. Such situations happen when the receiver is unable to gain the correct meaning of the message.