Lecture 2 - Visual Literacy

Lecture 2 - Visual Literacy - Language of Design

Solving problems with type, image/motion
interested in words, language, message and meaning.
Effectively communicate ideas, concepts + content to different audiences in a range of contexts. Affected by audience, context, media + method of distribution
Interpreted images of the present, past + a range of cultures

Pictures can be read
All that is necessary for any language to exists is an agreement amongst a group of people that one thing will stand for another.
+ - pop culture; not correct but accepted as so. Context, and how it is read in culture - vis lang changes presentational symbols - meaning is decided by use in culture, not just by being decided.
pictograms!
Toilet symbols - conventional - issue of sexism etc?
punctuation networking event
Aware of relationship between Visual Syntax and Visual Semantics
SYNTAX - structure, elements, foundations
Semantics - way an image furs into a cultural process of communication
Relationship between form and meaning. Social ideas and concepts

Cars
Triangle - warning Circle - command Octogonal - Snow Upside Down Triangle - stop or prepare to

Contemporary Politics stuff
Semiotics - sign, symbolism, metaphor, synecdote indication, designation. Related to the field of linguistics. Structure + meaning of language.
Not an apple, it's a picture of an apple

Symbol - signifies an Apple
Siugn - Sign for Apple products
Signifier - signifies creativity, innovation, design, lifestyle

Symbol - Logo
sign - Identity
Signifier - Brand

Visual Synecdote - applied when a part is used to represent the whole or vice versa.
Main subject - substituted for something that is inherently connected to it. Only works if universally recognised.

Symbolic Image - make reference to something without a more literal meaning.
By way of association we make a connection between the image and the intended subject

Visual Metaphor - used to transfer the meaning from one image to another.