Communication is the process of using text and images to share information and relies on shared understanding. We use symbols as tools to help us communicate our ideas to an audience. how we communicate id affected by the audience we are trying to reach and the media we are using. Visual literacy is our ability to successfully convey our message through visual images and type.
visual literacy is based on the belief that images can be read. We are able to do this because there is a common understanding of the meanings of certain shapes and symbols. This understanding works in the same way as any language but there is more room for experimentation and thought provoking variations on themes.
Visual syntax are the building blocks that make up an image and visual semantics refer to how that image fits into social and cultural environments, like religious beliefs, social ideals and political ideas. Brands like Nike have logos that are made up of very simple images that are able to communicate the ideals of the company, the logo suggests a set of values based on previous knowledge and marketing.
The Apple logo
SYMBOL- It symbolises an apple
SIGN- It is a sign for apple products
SIGNIFIER-It signifies the brand identity and the values it represents, in this case innovation, quality, creativity, lifestyle,
Visual Synecdoche is term for a small part of something being used to represent the whole thing or vice versa. For example the statue of liberty can be used to represent New York as a whole.
A Visual Metonym works in a similar way but the two objects are not intrinsically linked. A yellow taxi can be used to make a connection to New York even though they are not exclusive to the city. In some cases visual metonyms are based on false information but the shared knowledge is more powerful than the reality.
A visual metaphor is used to transfer meaning from one image to another, the images may not have a close connection. The a familiar image is used to covey information about something unfamiliar.
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