Type Lecture

A 20,000 Year Non Linear History of the Image

Kerning, Branding and Grids- Rationalism

Lecture- Visual Literacy 

We solve problems of communication through type/ image / motion and we must be able to effectively communicate our ideas, concepts and context to different audiences in a range of contexts.

Visual Literacy 

-Ability to construct meaning from visual images and type, taking into consideration the past and present range of cultures.

We were shown an example here of the toilet symbol, a slight variation of what we’re used to, however everybody could identify the meaning of the symbol, they’re internationally recognisable.

- Visual literacy is based on the idea that pictures can be read;

"Global language"

"Common set of symbols".

It's made up of presentational symbols, whose meaning result from their existence in particular contexts... the conversations are a combination of universal symbols.

- Adding context may give a symbol such as '+' more relevance, as this could mean anything however with a 'x' alongside it we can identify this is referring to mathematical symbols.

- Cultural connotations are engrained in our brain, we don't even realise this and we are in fact incredibly versed in visual language, however visual literacy is never static, its constantly evolved and effected by changing culture.

- For any language to exist there's an agreement amongst a group of people. For example we all identify the left image to read "I love New York", transferring this knowledge and visual understanding we can adapt this to "I love the UK".

-Being visually literate requires an awareness of the relationship between visual syntax and visual semantics.

Visual syntax: Refers to the pictorial structure and visual organisation of elements. It affects the way we 'read' it.

Visual semantics: Refers to the way an image fits into a cultural process of communication, this can depend on factors such as age.

Semiotics: Symbol, sign, signifier

The study of sign and sign processes (semiosis), indication, designation, likeness, analogy, metaphor...

Symbol (logo)

It symbolises an apple

Sign (identify)

Sign for Apple products

Signifier (brand)

It signifies quality, innovation, lifestyle

Visual Synecdoche 

When a part of something is used to represent the whole, or vice versa. eg. Statue of Liberty: New York. This only works when the symbol is universally recognised.

Visual metonym

Symbolic image used to make reference to something with a more literal meaning, e.g a black cab.