OUGD404 Design Principles: What is visual literacy?

Visual Literacy
The Language of Graphic Design.

Notes taken down from presentation led by Fred Bates Tuesday 23rd October 12.

- The ability to construct meaning from visual images and type.

- Interpreting images of the present, past and a range of cultures.
-Producing Images that effectively communicate a message to an audience.

Visual communication is a process of sending and receiving messages using type and images.

Visual communication is based on a level of shared understanding of signs, symbols gestures and objects.

Visual communication is affected by audience, context, media and method of distribution.

All that is necessary for any language to exist amongst a group of people is the concept that one thing will stand for another.

Semiotics

Symbol- What the image represents.
Sign - The brand/ company in which it is representing.
Signifies - What it suggests and implies.

Image from: http://edibleapple.com/wp-content/uploads/2009/04/silver-apple-logo.png

Symbol - Symbolises an apple.

Sign - Apple mac computers.

Signifies - Quality, creativity, lifestyle, independence.

Visual language of Graphic Design. 

Semiotics - The way in which we interpret things according to a set of rules.

Frame
Format

Figure/ form

Ground

Composition

Type

Image
Colour

Layout
Legibility
Readability.

Tasks

Based on the fonts available on the college network Identify 5 fonts with different characteristics.
Print these out on a4 paper. 5 uppercase and 5 lowercase.

Find 4 images of Graphic design, 2 you like and two you dislike and say why.