Visual Communication &

Photojournalism

Swati Thapar
Visual Communication & Photojournalism

© 2017, Swati Thapar

For Private Circulation only to the Students of ADDOE.

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or copied in any form or by any means,
electronic, mechanical, photographic or otherwise, without the prior written permission of the author and the publisher.

Published by: Amity Directorate of Distance & Online Education, Noida

Printed and Developed by: Page Shobha, New Delhi.

 Contents
Page No.
Unit 1: Introduction to Visual Communication 1
1.1 Introduction
1.2 Defining an Image and Visual Communication (VC)
1.3 VC as Integral Part of Human Communication
1.4 Visual Communication: Photographs, Traditional and Folk Media, Films, Radio, Television & New Media
1.5 Summary
1.6 Check Your Progress
1.7 Questions and Exercises
1.8 Key Terms
1.9 Further Readings

Unit 2: Basics of Visual Communication 12

2.1 Introduction
2.2 Visuals
2.3 Poster Design
2.4 Logo Design
2.5 Brochure Design
2.6 Some Fields
2.7 Principles of Design: Contrast, Harmony, Proportion, Balance, and Movement
2.8 Summary
2.9 Check Your Progress
2.10 Questions and Exercises
2.11 Key Terms
2.12 Further Readings

Unit 3: Photojournalism 36
3.1 Introduction
3.2 Concept of Photojournalism
3.3 Power of Visuals
3.4 Attributes of a Good Photograph (Aesthetic and Technical)
3.5 Resolution and Correction
3.6 Photo as a News: Text vs. Photo
3.7 Attributes of a News Photo
3.8 Summary
3.9 Check Your Progress
3.10 Questions and Exercises
3.11 Key Terms
3.12 Further Readings

Unit 4: Photo Editing 61

4.1 Photo Editing
4.2 Coordination between Photographer, Reporter and Sub-Editor
4.3 Use of Cutouts
4.4 Photo Features
4.5 Caption and Outlines
4.6 Function and Significance of Outlines
4.7 Summary
4.8 Check Your Progress
4.9 Questions and Exercises
4.10 Key Terms
4.11 Further Readings
Introduction to Visual Communication 1

Unit 1: Introduction to Visual Communication

Notes
Structure
1.1 Introduction
1.2 Defining an Image and Visual Communication (VC)
1.3 VC as Integral Part of Human Communication
1.4 Visual Communication: Photographs, Traditional and Folk Media, Films, Radio,
Television & New Media
1.5 Summary
1.6 Check Your Progress
1.7 Questions and Exercises
1.8 Key Terms
1.9 Further Readings

Objectives
After studying this unit, you should be able to:
 Define an image and visual communication (VC)
 Describe VC as integral part of human communication
 Know about Visual Communication: Photographs,
 Describe Traditional and Folk Media, Films, Radio, Television & New Media

1.1 Introduction
Visual communication is communication through a visual aid and is described as the
conveyance of ideas and information in forms that can be read or looked upon. Visual
communication in part or whole relies on vision, and is primarily presented or expressed
with two dimensional images, it includes: signs, typography, drawing, graphic
design, illustration, Industrial design, advertising, Animation color and electronic
resources. It also explores the idea that a visual message accompanying text has a
greater power to inform, educate, or persuade a person or audience
Visual communication is carried out through visual aids. The evaluation of a
good visual communication design is mainly based on measuring comprehension by the
audience, not on personal aesthetic and/or artistic preference as there are no
universally agreed-upon principles of beauty and ugliness. Excluding two
dimensional images, there are other ways to express information visually - gestures and
body language, animation (digital or analogue), and film. Visual communication by e-
mail, a textual medium, is commonly expressed with ASCII art, emoticons, and
embedded digital images.

The Eye of Horus

The term 'visual presentation' is used to refer to the actual presentation of information
through a visible medium such as text or images. Recent research in the field has
focused on web design and graphically-oriented usability. Graphic designers also use
methods of visual communication in their professional practice. Visual communication
on the World Wide Web is perhaps the most important form of communication that
takes place while users are surfing the Internet. When experiencing the web, one uses
the eyes as the primary sense, and therefore the visual presentation of a website is very
important for users to understand the message or of the communication taking place.
The Eye of Horus is often referred to as the symbol of visual communication. It is said to
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2 Visual Communication & Photojournalism
be a representation of an eclipse, as the corona around the pupil is like the corona
around the sun during a solar eclipse.
Notes
Important Figures
Aldous Huxley is highly regarded as one of the most prominent explorers of visual
communication and sight-related theories.[citation needed] Becoming near-blind in his
teen years as the result of an illness set the stage for what would make him one of the
most intellectual people to have ever explored visual communication. His work includes
important novels on the dehumanizing aspects of scientific progress, most
famously Brave New World and The Art of Seeing. He described "seeing" as being the
sum of sensing, selecting, and perceiving. One of his most famous quotes is "The more
you see, the more you know."
Max Wertheimer is said to be the father of Gestalt psychology. Gestalt
means form or shape in German, and the study of Gestalt psychology show emphasis
in simplicity, as its properties group visuals by similarity in shape or color and proximity.
Looking for continuation, closure, and figure-ground principles in studied images is also
intensively taught.

Study
Students studying visual communication are taught the basic physics of light, anatomy
and physiology of the eye, cognitive and perception theories, color theories, Gestalt
psychology, aesthetics, natural reading patterns, design principles, semiotics,
persuasion, camera/filming actions and image-types, and so forth. Colleges for visual
communications differ in their approach, but most combine theory and practice in some
form.
Visual communication takes place through pictures, graphs and charts, as well as
through signs, signals and symbols. It may be used either independently or as an
adjunct to the other methods of communication.

1.2 Defining an Image and Visual Communication (VC)

Image Analysis
Visual communication contains image aspects. The interpretation of images is
subjective and to understand the depth of meaning, or multiple meanings,
communicated in an image requires analysis. Images can be analyzed though many
perspectives, for example these six major perspectives presented by Paul Martin
Lester:

Personal Perspective
When a viewer has an opinion about an image based on their personal thoughts.
Personal response depends on the viewer’s thoughts and values individually. This
might be sometimes in conflict with cultural values. Also, when a viewer has viewed an
image with a personal perspective, it is hard to change the view of the image on the
viewer, and the image can even be seen in other ways.

Historical Perspective
An image’s view can be arising from the history of the use media. Through times sort
images have been changed, because the use of different (new) media. For example:
The result of using the computer to edit images (e.g. Photoshop) is quite different when
comparing images that are made and edited by craft.
Technical perspective
When the view of an image is influenced using lights, position and the presentation of
the image. The right use of light, position and presentation of the image can improve the
view of the image. It makes the image looks better than the reality.
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Introduction to Visual Communication 3
Ethical Perspective
From this perspective, the maker of the image, the viewer and the image itself must be Notes
responsible morally and ethically to the image. This perspective is also categorized in
six categories: categorical imperative, utilitarianism, hedonism, golden mean, golden
rule and veil of ignorance.

Cultural Perspective
Symbolization is an important definition for this perspective. Cultural perspective
involves identity of symbols. The uses of words that are related with the image, the use
of heroes in the image, etc. are the symbolization of the image. The cultural perspective
can also be the semiotic perspective.

Critical Perspective
The view of images in the critical perspective is when the viewers criticize the images,
but the critics have been made in interests of the society, although an individual makes
the critics. This way this perspective differs from the personal perspective.

Visual Aids
Visual aids are often used to help audiences of informative and persuasive speeches
understand the topic being presented. Visual aids can play a large role in how the
audience understands and takes in information that is presented. There are many
different types of visual aids that range from handouts to PowerPoints. The type of
visual aid a speaker uses depends on their preference and the information they are
trying to present. Each type of visual aid has pros and cons that must be evaluated to
ensure it will be beneficial to the overall presentation. Before incorporating visual aids
into speeches, the speaker should understand that if used incorrectly, the visual will not
be an aid, but a distraction. Planning is important when using visual aids. It is necessary
to choose a visual aid that is appropriate for the material and audience. The purpose of
the visual aid is to enhance the presentation.

Consider that visual communications are:

 Immediate: Studies have shown that the human brain deciphers images almost
simultaneously while language is decoded in a linear, sequential manner that takes
more time to process. Perhaps that’s why children look and recognize long before
they can speak. By some measures, visuals are processed 60,000 times faster than
text!
 Memorable: Researchers note that words are processed by our short-term memory
where we can only readily retain about seven bits of information, plus or minus a
few. On the other hand, images proceed directly into your long-term memory where
they’re often indelibly “etched.” No wonder that it’s much more difficult to describe a
circle than to show one!
 Evocative: Much more so than text, visuals affect us emotionally. For example,
research shows that exposure to red can heighten our pulse and breathing rate –
making it no coincidence that “sale” and “special” retail signs are almost always that
hue, not to mention stop signs and red lights! Graphics and especially photos can
elicit even stronger responses than color. A red sign stating, “Beware of dog” may
be effective, but a large photo of a snarling Doberman Pinscher will undoubtedly
take your warning to more arresting and visceral level!
 Persuasive: In one example, academics who study visual aids conducted research
on the use of graphics in presentations found that those who employ visuals are
43% more effective in persuading audience members to take a desired course of
action than presenters who don’t. In fact, visuals are no longer optional for most
viewers! The same researchers discovered that audiences fully expect presenters
to include professional, high-quality visuals.

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4 Visual Communication & Photojournalism
 Credible: That old saying “Seeing is believing” is largely true. In one signature
study, a university asked 2,440 participants how they evaluated the credibility of the
Notes web sites they were shown. Nearly half (46.1%) said that the site’s design or look
was the single most important criterion for discerning the credibility of the presented
material.
 Powerful: More ubiquitous than ever before, visual communications do what text
alone cannot do – affecting us both cognitively and emotionally. As some of the
research noted above underscores, graphics can expedite and increase our level of
comprehension, recollection and retention. And, on an emotional basis, pictures can
enhance or affect our emotions, attitudes and imagination. For these reasons, it’s
no wonder that marketers from giant multinationals to mom-and-pop corner stores
have made visual communications the bedrock upon which they brand, sell and
inform!

Advantages of Visual Communication

Now-a-days, most of the business organizations are using visual techniques to present
the information. It is becoming very popular day by day. Visual presentation is beneficial
for many reasons. Some of them are as follows:
1. Effective for illiterate receiver: If the receivers are illiterate, the visual
communication will be more effective to exchange information. They can easily
understand the information that is presented visually.
2. Helps in oral communication: Visual techniques can be used with oral
communication. Oral communication becomes more meaningful if graphs, pictures
and diagrams are used with it.
3. Easy explanation: Everyone can explain the meaning of it very easily. Easy
explanation has made the visual techniques more popular.
4. Simple presentation: Complex information, data and figures can be easily
presented very simply on graphs, pictures and diagrams.
5. Prevents wastage of time: Visual techniques help to prevent the wastage of time.
Written and oral communication takes much time to exchange information. But
number of receivers can be communicated at a time through visual methods.
6. Helps in quick decision: Visual communication helps to take quick decision. So,
management prefers visual techniques to communicate with others.
7. Popular: Visual communication is very much popular because people do not like
much speech and long explanation rather than a chart of a diagram.
8. Others: Artful presentation, Ads impact to the information, quicker understanding.

Disadvantages of visual communication

There are some limitations of visual communication as follows:
1. Costly: The visual methods of communication are costlier than those of other
methods. To draw maps, charts, diagram is costly. That is why only large company
or organization can use this technique.
2. Complex presentation: Sometimes visual presentation of information becomes
complex. The receivers cannot understand the meaning of the presentation.
3. Incomplete method: This technique is considered as an incomplete method.
Visual presentation is not sufficient to communicate effectively and clearly but also it
can be successfully used with oral communication.
4. Wastage of time: Sometimes visual techniques take much time to communicate.
Whereas oral communication takes no time to exchange information.
5. Difficult to understand: Difficult to understand and requires a lot of repetitions in
visual communication. Since it uses gestures, facial expressions, eye contact, touch
etc. for communicating with others which may not be understandable for the simple
and foolish people.
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Introduction to Visual Communication 5
6. Problem for general readers: General people are not prefers to communicate
through visual communication with others. Sometimes it cannot create an
impression upon people or listeners. It is less influential and cannot be used Notes
everywhere.
7. Others: Ambiguity, situational problem, delays in taking decision.

1.3 VC as Integral Part of Human Communication

Visual presentation of information and data is having an increasing impact on our
practical life. In spite of having impact on our life, visual communication is not alone
sufficient for exchanging information. For example to indicate ‘danger’ we use red sign,
to indicate ‘no smoking’; we use an image showing a lighted cigarette with across mark
on it etc.
So, visual communication is a communication where the ideas and information can
be read or viewed through the means of visual aid.

1.4 Visual Communication: Photographs, Traditional and Folk

Media, Films, Radio, Television & New Media
Photography is a tool of visual communication. Although around the world use the
photographs through a camera as tool for communication more social awareness out
there promoting the significance of photography as a valid art form. Certainly the vast
majority of the people not considered as photography is a communication art. Even
while the practice, enjoy, and its own values.
Photography is a tool that helps people to communicate others what they find
beautiful and important in daily life. It allows an individual the ability to communicate
small moments in time when particular emotions or moods are felt. The artist can
communicate expressions such as joy, sorrow, humility, or wonder. The artist can
change the way they personally perceive the world and promote change in the way
others see.
Enhancing Resources There are limited art advocacy resources available to
teachers that specifically focus on photography and social change. For example, the
National Art Education Association (NAEA) does not have any resources on their
website that are 3 specifically tailored to photography advocacy. Nor do they provide
any data indicating which advocacy tools are the most influential or popular. With
regards to art advocacy, NAEA’s (2013) website did emphasize the importance of
creating a network and keeping supporters, state legislators, and local communities
engaged. Therefore, teachers need to stay abreast of ways to sustain a network of
support for their program; showcasing the viewpoints of students and their ability to
inspire change towards the betterment of society is one strong method. Emphasizing
the Importance of Photography Education Many people lack the understanding of how
to properly use the tools of photography to visually communicate ideas. Approaching
photography with an artist’s eye differs from taking a snapshot. Anyone can capture a
snapshot. The moment the tool is at the eye of an artist one begins to see and perceive
the world a bit differently, but many do not understand this importance. My goal is to
emphasize the significance of uniquely seeing and perceiving, which can result in
effective communication. Professional photographers often say the main thing they aim
to capture is the mood, and everything else is detail. Photographer Khanfar (2013)
reported that through photography “we continue to find answers to questions we mostly
ignore, learn the rhythms of nature and rituals of man”. There needs to be a mingling of
technology and human discourse, along with values and experiences. However, this
mingling cannot be achieved unless the artist understands technique and composition;
hence, it ought to be taught in school and art studios. Typically a snapshot is an
unplanned rough capture of light to document an experience or scene. On the other
hand, a photograph shot with artistic merit consists of a well composed, planned, and
technically exposed form. The positive news is that today’s society is inundated with
beneficial tools to capture images. Yet, many people are not empowered with the

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