Lecture 1

Definitions of visual communication and graphic communication

 What is visual communication

Visual communication is a way to communicate ideas graphically in ways that are

efficient and help to convey more meaning. This is because visuals can help to induce emotions
in people, provide stronger message. Visual communication is a means of conveying data and
information using various visual mediums, for instance, graphic design, diagrams, text, prints,
charts, illustrations, typography, infographic, body language, signs, expressions, gestures,
drawings, images, colour, and animation. Visual communication is an important concept where two
or more people can communicate their thoughts, messages and ideas effectively. The emphasis is Visual
Communication is a way to present ideas in a graphical manner giving more meaning to the message
on sharing meaningful information and content with the audience through the use of visual elements.

As per recent research, more than 74% of content creators and organizations use visual design
in a story to highlight content. This presentation often helps in understanding the content
information and conveying true emotions to the viewers.

 What is graphic designing

Graphic design is a craft where professionals create visual content to communicate

messages. By applying visual hierarchy and page layout techniques, designers use typography
and pictures to meet users’ specific needs and focus on the logic of displaying elements in
interactive designs, to optimize the user experience.

Brands take advantage of graphic design in their logos, marketing materials, ads, website
graphics, and even internal documents and email communications. These graphic design elements
include:

• Colour

• Typography

• Line

• Shape

• Size

• Space
 • Texture

• Hierarchy

Some of these principles include:

• Simplicity
• Proximity
• Continuity
• Symmetry

Putting together all of the different elements and principles can turn a design into a
professional-looking graphic. Examples of graphic design are logo design, social media
content, book covers and advertisements.

 Role of visuals and graphics in communication

• Retaining information- Visual communication helps people retain information and

creates a stronger connection as opposed to verbal communication. Images are
remembered by the part of our brain that is responsible for long-term memory.

• Saving time- Communicating with visuals drastically reduces the time spent to get a
message across. A clear picture with related information is a big-time saver.

• Marketable skill- Today’s online world demands visual communication because every
professional relies on it. Every organization wants to be positioned in their target
audience’s minds as a firm that adds value and delivers quality. This can be easily done
by marketing the organization better through visual communication.

• People find images more relatable- Images can overcome language barriers and make
content more relatable. Visuals catch people’s attention faster than plain typed text. A
well designed visual communication tool can help a potential customer to relate it with
a part of their everyday life. It results in creating more value by reminding a customer
why a particular product or service may be useful to them.

• Digital content is the preferred option- In today’s world of digitalization, people

heavily rely on technology to make their life easier and therefore prefer an
advertisement which is digital and simple to understand. Social media marketing
 depends on designing visual communication well enough to attract customers and
increase sales.

• It helps to reduce the stress level- Candidates who take visual communication courses
are able to communicate effectively with customers, resulting in positive customer
relations. Better communication skills also reduce workplace conflict and boost
teamwork, cooperation and job satisfaction levels.

• Increases the chances of success- Customers understand the quality of the products
and services you provide and how you produce them, so organisations with employees
who have pursued visual communication courses have a high success rate. There would
be a smooth flow of work when the employers and workers have a good relationship,
allowing the company to achieve success without having to struggle too much.

• Self-satisfaction gets improved- A candidate who takes a visual communication

course gains the skills he needs to communicate visually, whether through videos or
pictures, transfer information, and understand others. As a result, they gain a sense of
self-satisfaction.
 Lecture 2

Characteristics of visuals and graphic communication

Visual communication is a means of conveying data and information using various visual
mediums, for instance, graphic design, diagrams, text, prints, charts, illustrations, typography,
infographic, body language, signs, expressions, gestures, drawings, images, color, and
animation.

There are 7 paramount components of visuals and graphic communication:

1. Colour – A Significant Visual Communication Component

Colours play a significant role in visual communication. Being the most essential
elements of visual communication, the primary function of colors is to decorate, emphasize or
categorize a design. Colours have a deep connection with human emotions and experiences,
they create an optical effect on us, to put simply, they communicate optically and emotionally.
Amongst all visual communication components, colors have a central aspect as they create
depth in the portrait thereby constituting a depth in the hierarchy as well. Needless to say, the
right use of colours enhances the effect of form in the representation. Designers need to
understand that conceiving a visual material requires an in-depth understanding of the fact that
relationships between colors cause an optical effect, warm colors advance and cool colors
recede. Using two different models – additive colors and subtractive colors a graphic designer
can create a treat for the eye.

2. Shape – An Essential Component to Create Logos

In visual communication, shapes are among those fundamental components besides colors that
have a huge magnitude for grabbing the attention of the audience to the piece. These elements
also have the ability to create an emotional effect on the audience. It’s imperative to understand
that shapes exist in two main categories – organic or biomorphic forms and geometric or
rectilinear shapes. Besides these two there are abstract shapes and this type finds maximum
importance in the field of graphic designing.

The function of a shape is to create an effect on a symbol and to build an outstanding impression
on the audience, they influence an audience’s thought process and help him/her to take effective
decisions. A typical shape can enhance the mood and message of a design. Shapes come in
assorted forms, color, size and each conveys a different type of feeling or emotion. In graphic
designing shapes are mostly used to organize, connect or separate elements and content. They
may also symbolize or represent a concept, provide depth or texture. Designers can
metamorphose any design through different shapes available.

3. Tones – Emphasizes Your Visual Representation

A tone is a variation of the intensity of color. Tones come as light or dark and are mostly
identified by the value, percentage, tint and shade. Color tones refer to variation in a range in
a monochromatic field and can be used to create or emphasize a particular visual representation
with linear or radial gradients. The purpose of the tone is to highlight a graphical presentation
like an infographic besides it can be used to shade a drawing to make it look three dimensional
as well. The nature of tone is used to give the image a gradual, harsh, soft, dramatic or subtle
look.

Tones come into existence when you add both black and white to a hue. Tones display subtle
and complex qualities in a tint or combination of shades and reveal how we see colors in the
real world. Tone colouring is a decorative technique that involves the usage of a single or a few
colors and uses different saturation of those colors.

4. Texture – Enhances the Visual Experience

Texture is the surface of an object or an image and can be actual or implied. Actual texture can
be felt whereas implied textures look like real texture. Textures are available as rough or
smooth, random or regular and deep or shallow to describe the surface. The presence of texture
in a graphical presentation displays a more human or friendly feel to an image and the lack
creates a corporate, professional feel. To put simply, the thoughtful use of textures can enhance
the visual experience you want to convey to your audience in addition to that this element
further amplifies the context for the content. Also, adding texture to an image offers a bit of
visceral depth to the two-dimensional design. A designer can generate raster or vector software
like Photoshop or Adobe Illustrator to tie one piece of design to another or become a defining
element of a brand or a series of communications.

5. Figure-Ground – Creates a Strong Contrast Visually

Figure-ground is yet another most essential elements of visual communication. It refers to the
relationship between a figure, i.e., the shape, object, type, etc. along with its background. They
are ideally the shapes, space or forms within a composition. In this designing component, the
‘figure’ is the one that a viewer sees and the ‘ground’ is the other surrounding areas. The
‘figure’ is known as ‘the positive space,’ and refers to those images that are visually dominant
on the ground and the ‘ground’ is referred to as the ‘negative space’ or the background (the
surrounding area that the figure is placed upon). According to the designing principles an image
can either be image dominant or ground dominant. In visual representation, figure-ground is
crucial in providing distinctness in visual communication. However, designers may choose to
emphasize figures by creating a strong contrast in color, texture, etc. or to hide them in opposite
ways.

6. Balance – Arranges Visual Components

Balance has an immense impact on visual communication. It is actually the arrangement of

components on two sides of a vertical axis (the demarcation is either seen or implied). In visual
communication, there are two ways to balance a composition- symmetrical balance and
asymmetrical balance.

• Symmetrical Balance: Where the two sides of the composition are the same or nearly
the same and they produce a mirror image of each other. In the graphical representation,
it creates a stable and static composition and is well-suited to present informative or
instructional visual communication.

• Asymmetrical Balance: According to this balanced type through two sides of the
composition is balanced, yet they are not mirrored to achieve balance off centre. While
creating an image with asymmetrical balance, different sized components get more or
less visual weight. In any graphical portrayal, visual weight can be increased or
decreased by changing one or more of tone color size or proximity to the central axis.
Designers prefer to use visual communication employing asymmetrical balance to give
a more dynamic composition so that audiences get encouraged to interact with the
design.

7. Hierarchy – Leads Your Viewers Through The Message

In communication design, the hierarchy is a fundamental design principle and is created by the
use of design elements that include scale, color, shape and other factors including position. It’s
proven that objects nearer to the centre of the top of a composition attract maximum attention.
Hence, visual hierarchy plays an imperative role in visual designing to describe the sequence
of elements in a particular composition. It can help lead your audience through an entire
message. The purpose of hierarchy in visual communication is to let the viewers help them
travel through the visual part by part thereby helping them to process their brain through the
information in the designer’s intended way.

Establishing a focal point on a page is important. This is necessary to give your audience a
place to start navigating your website and showing them where the most important information
is. It offers guidance to your viewers and helps them to communicate what they want them to
do next.
 Lecture 3

Functions, Advantages and disadvantages of visuals and graphics

Advantages and disadvantages of visual communication

 Lecture 4

Different types of visual communication

Visual communication is basically described as communication through the use of
visual aids. It is communication through means that can be seen read or looked upon. Visual
communication relies heavily on aspects of vision. It is represented mainly in diagrams that are
two dimensional such as graphs and charts. It is the most effective method of communication
available. Types of two-dimensional images represented by visual communication include;
drawings, pie charts, industrial design, animation illustration, animation color and electronic
sources. Visual communication is done through visual aids. Visual aids are essential because
they help the audience understand the information being put across. They can do a large role
in convincing the audience being addressed. There are different types of visual communications
used in business and they all depend on the use of visual aids. The type of visual aid being used
in a presentation varies on the content being passed. The visual aids range from making
PowerPoint presentations to fliers and handouts. Each type of visual aid has its pros and cons
and the speaker has to really weigh them before choosing one. The different types of visual
communication include:
Types of visuals

1. Models

These are representations of the objects the speaker is addressing. They represent the object on
a much smaller scale especially for object that are too large or largely immobile. An example
of a model is the model of the solar system that most science teachers use to teach about the
solar system or a model of the human skeletal system.

The advantage is the models can serve as perfect representations of objects that are impractical
for the speaker to bring on stage with them. This will enable the audience to fully comprehend
the message.

The disadvantage of models is they may not represent the actual object accurately as the
proportions may be off. It can be hard to relate the size of the model of the solar system to the
actual size of the solar system.

2. Graphs

Graphs are an important visual aid when showing the relationship between two different
quantities. There are numerous types of graphs including line graphs, bar graphs and pie graphs.

The major advantage is the graph allows the audience to fully comprehend the differences in
quantities as opposed to just stating them verbally. This creates a bigger impact.

The biggest disadvantage with graphs is they can easily get crowded by inputting a lot of
information in them. This will give it a cluttered look that makes it hard to comprehend.

3. Maps

In a geography speech, a map would be the most suitable item to use. A map can be used in
showing different locations in the region and comparing them. This makes the audience know
exactly where the speaker is referring to.

The advantage of using a map is it is simple to understand and can be used to make points of
geographical reference. A map, for example, can be used to show the locations of all the
hospitals in an area or the number of people with STIs in a certain region.

If a map has too much information on it, it may become cluttered therefore removing the focus
of the audience from the message you wish to pass on. They will simply become distracted.
 4. Objects

This is used especially in instances where you are talking about a mobile object. It involves
bringing the object in question to the stage and using it for demonstration as you are putting
across your message. It is a suitable visual aid because the audience being addressed can clearly
see exactly what you are talking about. For example if you are giving a talk to campers about
tying excellent knots, bringing a rope along could be a powerful visual aid. The advantage of
this is the object that you are speaking about is often the center of discussion. So it would
definitely be the most suitable object to help the audience understand the message fully. The
disadvantage is some objects are just impossible to get on the stage due to their size or
immobility.

5. Photographs

Their main advantage is they are great tools to explain points. For example in giving a talk
about slums, pictures about the slums can give an accurate description of the slum lifeA
photograph, if too small, will only serve as a distraction.

These are the platforms on which visual aids can be projected. They vary from the simplest
methods to the most sophisticated. They include:

• Whiteboards or chalkboards for writing and drawing;

• Posterboards for posters;

• Handouts for displaying pictures;

• Projectors;

• Computer assisted presentations Conclusion.

Visual communication is the most effective means of communication as it involves vision.

Many people can easily comprehend communication that they can see. The most important
aspect of visual communication is visual aids that increase comprehension of the subject
matter.
 Selection of visuals

Visual Communication relies on vision, and is primarily presented or expressed with two
dimensional images. These may include the following:

• Typography

• Drawing

• Graphic design

• Illustration

• Color

• 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. One way to make your presentation vivid and
memorable is through the use of visual aids. Although computer generated and projected
visual—and presentation—aids are commonly used, it is still important to understand how to
use them or any other type of visual aids in your presentation.

There are many different types of visual aids. The type of visual aid a speaker uses depends on
his preference and the information he is trying to present. In order to determine the type of
visual aid to use, begin by writing your outline first, focusing on the main points of your
presentation and taking into consideration your audience and any cultural contexts. Select
visual aids that are appropriate to the point that you wish to illustrate or clarify. Visual aids
should support, clarify, and amplify, not repeat what you are saying. In order to make sure that
the intent of your visual aid is clear, try to use only important or memorable words or phrases.
For example, eliminate any unnecessary word slides or overcrowding of visual aids. Pictorial
slides and appropriate color usage have the biggest impact.

It is important to consider if your visual aid can be seen and understood by the member of your
audience who is farthest from the screen when choosing to use it. In order to do this, test out
your visual aids in different environments. Practice with your visual aid when going through
your presentation for timing and familiarity. Try to avoid beginning or ending your presentation
with a visual aid unless it is key in opening your presentation or making a significant point.
Introduce visual aids so that they blend smoothly with your speech and highlight your main
points or provide clarity to examples. It is important to maintain eye contact; talk to your
audience, not the visual aid throughout your presentation. Practice going through your
presentation and coordinating your points with your visual aids when discussing them. Avoid
passing hard copies of your visual aids around to the audience as it is often a distraction. Do
try to provide interactive aspects into your visual aids that involve the audience such as polls,
feedback requests, and interactive activities.