visual comunication



We explain what visual communication is and the elements that compose it. Also, why it is so important and some examples.

Visual communication can be understood by people who speak different languages.

What is visual communication?

Audiovisual communication refers to the transmission and reception of a message through images, signs or symbols.

Within this type of messages can be included texts, letters or written words although the non-verbal always predominates. This type of communication has the advantage of breaking through the barriers of language and it can be understood by people who speak different languages. Something very similar happens with the passage of weather, since the message can be perpetuated.

This form of communication is very old. In fact, its beginnings date back to the time of the caves, when paintings were made in caves. Over time, it expanded into the most diverse fields such as painting, the TV, the movie theater andInternet. It is a very useful tool when spreading an idea or brand and that is why it is one of the raw Materials for advertisers when designing an advertising campaign.

Elements of visual communication

Colors are monochrome representations.

Within visual communication, different elements - always two-dimensional - can be included to shape the message.

Some of them are:

  • Point. It is the simplest unit within visual communication.
  • The line. It can be defined as "a point in motion".
  • The dimension. Represents the volume of the elements.
  • Contour. It is what the line defines.
  • The texture. It represents the tactile.
  • Colors. They are monochrome representations.

But, in addition, like any type of communication, it has the following basic elements:

  • Transmitter. Who sends the message.
  • Receiver. Who receives it.
  • Message. The content that is developed to communicate.
  • Channel. The medium through which the message is sent.
  • Code. It includes a series of rules and procedures to send and receive the message.

Importance of visual communication

Visual communication is more than important and even predominant in our times. We are constantly exposed to it, from when we look at our mobile phone to when we drive and we have to respect traffic signs. Even when we go to the movies, we watch television or we come across an advertisement on the street. Basically, they condition our life, guide our conduct, and allow us to link with the rest of the society.

That is why it is essential to know how to read the messages that are transmitted visually, as well as knowing how to produce them. It is an essential tool when it comes to spreading messages simply and efficiently.

It is worth remembering that for these messages to take effect, the issuer must resort to signs, symbols and any other element on which there is broad consensus as to their meaning. Otherwise, noise will be generated and the message will be misinterpreted.

For example, if you want to indicate that you cannot park in a certain area, the most practical thing is to put a sign with a crossed out E there, instead of inventing a logo or symbol, so that drivers do not end up parking there.

Examples of visual communication

The aesthetic function seeks beauty with a purely artistic or aesthetic objective.

According to the function that the message fulfills, there are different types of visual communication. Some examples are the following:

  • Emotional Communication is established with a clear purpose: to convey an emotion. These messages include, as an example, a photo of a puppy, which is displayed to convey cuteness.
  • Factual. What its issuer seeks is to attract attention. Here it could be exemplified with a sign that says "attention" to a well or a logo that indicates that a liquid It is toxic or poisonous in its container, so that no one will ingest it.
  • Informative. They are those messages that aim to inform the receiver. For example, a sign saying “exit” helps the passerby to locate the door or door. Photography of a demonstration in a square that illustrates a journalistic note in which the same demonstration is reported.
  • Exhortative. The function of this communication, which is also known under the name of appellation, is to convince. A clear example of this is advertising or propaganda messages, whether on a poster, a user information or a television ad. For example, a advertising on the television of a soda that tries to convince the audience to buy it, or the brochure of a candidate for president who tries to give arguments to the citizens to be voted on.
  • Esthetic. The function of the message is to seek beauty with a objective purely artistic or aesthetic. Here you can locate, for example, a painting or a film. This function is also called poetic.

Auditory communication

Sound messages require auditory perception.

Auditory communication is one that is established through the use of the vocal cords. In it, they are used sounds and is characterized by being verbal. That is why, in order for it to be carried out, both the sender and the receiver must use the same code, that is, speak the same language.

Since these messages are audible, they require auditory perception. Some examples of auditory communication can be: a telephone conversation, a chat in a cafe or listening to the radio.

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