OUGD401 Visual Literacy - The Language of Design

Semiotics 

Semiotics is the study of different signs and sign processes such as their symbolism, signification and communication. Semiotics Semiotics is closely related to the field of linguistics which studies the structure and meaning of language. There is a much wider definition than the the study of signs however, and there are many different layers to it. 

Visual Communication

The process of sending and receiving messages, by the means of type and images. it is based on understanding symbols, gestures, signs and objects. It is affected by different audience, context, media and different methods of distribution.

Visual Literacy

Visual literacy is the ability to construct a meaning from images and type. It interprets images of the present, past and a range of cultures, and also producing images that effectively communicate a message to an audience. Visual Literacy is the idea that pictures can be read.

Putting a image in to context could alter the meaning of the image. For example a + or x could mean a number of things but when grouped together can be seen as a mathematical equation. 

Next to other symbols such as religious ones it represents a crucifix, the symbol for Christianity.  

Visual Syntax

The syntax of an image is when it refers to the structure and visual organisation of elements in an image. It is basically the building blocks of an image and how we read it.

Elements of a Visual Syntax:

Framing                             

Format 

Scale 

Colour 

Font 

Stroke  

Weight 

Composition  

Layout 

Motion 

Light  

Rhythm  

Space  

Depth

Texture 

Text 

Words 

Tone 

Shade 

Line 

Mark 

Direction 

Editing 

Manipulation

Simplification 

Emphasis Layering  

Hierarchy 

Visual Semantics 

The different semantics of an image is when an image fits into a cultural process of communication. It also includes the different relationships between form and the way in which meaning is created.