The Power of Visual Communication

  Nik Oliva

Visual communication


There’s an old saying that “a picture is worth a thousand words”. That is because a picture contains an idea. In our everyday life, Visual communication is all around us. It is a survival skill that we tend to take for granted. We do not have to visit an art gallery or museum to experience visual communication. We communicate both through visual communication and language. Nevertheless, we tend to forget that we do. When asked to give an example of a method of communication, people usually reply “language”. We use visual communication to navigate and understand the world. We take visual communication for granted because it happens unconsciously most of the time.

‘Visual communication’ is a generally defined term. The term ‘visual communication’ as the name suggests is communication through visual aid and is described as the conveyance of ideas and information in forms that can be read or looked upon. Actually, there are three forms in which people interact with each other. They can be differentiated as written communication, oral communication and visual communication. In some cases all the forms of communication or a couple of them work in tandem. All the forms of communication, even individually are extremely valuable.

These are some of the reasons why showing is such an important form of communication. This kind of communication is essential to us, that is, it can’t be separated from human beings and will remain applicable in our lives as long as we continue communicating with each other. There are many types of visual communication designers. Some take a more analytical approach, some more conceptual, some expressive. Different situations or scenarios demand application of different approaches of visual communication. It is therefore important for any visual communicator to employ these approaches accurately to enhance successful communication.

Visual communication is used in a variety of different fields. There is traditional advertising, which includes magazines, buses, trains, posters and press. In addition to those paper-based advertising, TV, Cinema and now urban advertising such as bus stops and banners are now integrating flat screen technology allowing them to be more effective in Visual communication. Screens and monitors are now everywhere.

Advertising is a flourishing business globally. Advertising is one field in particular that relies heavily on images to convey ideas. Whether it be print-based, or based on new computer technology, it has become increasingly important in our fast-paced and image-reliant society. It involves the development of communication strategies that best target a predefined market. there are three major roles that images in advertising perform. “They can elicit emotions by simulating the appearance of a real person or object; they can serve as photographic proof that something really did happen; and they can establish an implicit link between the thing that is being sold and some other image”.

An appealing idea is important in advertising design and it often appeals to the audience’s emotions, causing them to make a purchase or to change their perception. Emotion is defined as response to things and people via gestures and expression due to psychological instinct. The emotional presentation of visual communication, with the fundamentals of visual physics and mentality, is the combination and arrangement of elements of design such as pattern, hue, words etc. Since visual communication is impressively varied, it is possible to have different emotional experience.

In brand identity design, the designer’s role is to understand the lifestyle and behavior of the target market, its competitors and come up a visual identity system that communicates the values of the brand. The designer’s ultimate goal is to attract sales and increase the profitability of the business. Similar to planning a business’ branding strategy, market research is also important. It is often important for advertisements and promotion designs to attract attentions of passers-by. Visual communication in advertising is therefore similar to how verbal or written language works.

Basically, graphic designers play the most crucial and important role in visual communications. They are the people most relied upon in the advertisement creativity industry. They are the people who take the ideas of the product manufacturers and become very imaginative in the creation of some type of image, print, or whatever it takes to personify the product line to the marketplace to become recognizable amongst the consumer or target market. Clearly, advertising plays an important role in a our economy. When companies successfully use advertising, they create more jobs and pay more taxes and that directly contributes to economic growth.

Overall, the design of visual communication is composed of the modeling of visual language and graphic design with the motive of relaying information, ideas and messages in the field of advertising. In order to create effective visual communication design, the designer should develop design skills to manipulate and organize elements, design principles, production method, selected media and materials. Successful and efficient design requires the designer to have the ideas of the kind of learning style of the recipient. The main aim of the designer is effectively to convey a message that is clear accessible and easy to understand to the end user.

Fundamentally, visual communication design is a creative process that combines the visual arts and technology to communicate ideas. It begins with a message that, in the hands of a talented designer, is transformed into visual communication that transcends mere words and pictures. By controlling color, type, movement, symbols, and images, the visual communication designer creates and manages the production of visuals designed to inform, educate, persuade, and even entertain a specific audience. The ability to communicate effectively and consistently has long been considered an essential aspect of our lives, life would indeed be difficult without paintings, photographs, diagrams, charts, drawings, and graphic symbols.