Visual Literacy
The Language of Graphic Design
SEMOTICS:
Sign
Signifier
Symbol
VISUAL
Metaphor - Something can stand for something else. Therefore can control what people read.
Metonym - A figure of speech in which one word or phrase is substituted for another with which it is closely associated
Synecdoche - Which a part is substituted for a whole or a whole for a part
Apple logo next to statue of liberty would therefore change meaning.
Synecdoche is when a part is used to represent the whole. Has to be something related (inherited links) to the subject, has to be already known as if we don't already know it wouldn't make sense.
Visual metaphor is a transferred meaning from one image to another. The big apple New York was a horrible place so they thought if they named it The Big Apple it would transfer its meaning on NY. As it took all the meaning of an apple (Crisp, fresh etc...) & took it onto city. Made people want to go.
Visual metonym is a symbolic image that is used to male a reference to something with a more literal meaning. The cab is not intrinsically linked to NY but its still largely associated with it.
Readability: Understand & recognise how easily read.
Legibility: Character & glyphs
Hierachy: Delivery & control of the information
Newspaper - first think jumps out tops - most successfully sold.
Magazine - Siginficant element and you start to work with type & image working together.
Emphasis - Bold Light
Volume - Size of Point
Pace - Point Size
In groups we had to say who are you in different volumes and emphasis on different words and the others create the phrase using bold & point sizes to show the emphasis. Here are that was said in my group below:
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These are arranged in all the different ways I could with different point sizes and boldness.
Beth's accents & volume changes she used when saying who are you.
Caitlin's phrases when she put accents in on some words.
Ellen's phrases when emphasising certain areas of the phrase, based on volume too.
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