Conventional Language of Visual Communication

7/30/2019 Conventional Language of Visual Communication

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Instant Visual Impact


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Unconventional approach to

Conventional Language of Visual

Communication


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colour

This vibrant colour is

among the most

noticeable. Red

stimulates the autonomic

nervous system to thehighest degree, invoking

the fight or flight

adrenaline response,

causing us to salivatewith hunger, or causing

us to feel impulsive. Red

evokes feelings of

passion and arousal.


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colour

The power ofblue to

calm and create a sense

of protection or safety,

results from its short

wavelength; its

association with the

ocean and sky account

for its perception as solidand dependable.

Statistically, blue is the

best-liked of all the

colours.


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colour

Associated with the sunand warmth, yellow

stimulates a sense of

happiness. It appears to

advance spatially inrelation to other colours

and also helps to enliven

surrounding colours.

Yellow encourages clear

thinking and memory

retention. A brighter,

greener yellow can cause

anxiety; deeper yellows

evoke wealth.


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colour

The association ofbrown

with earth and woodcreates a sense of comfort

and safety. The solidity of

the colour, because of its

organic connotation,

evokes feelings of

timelessness and lasting

value. Browns natural

qualities are perceived as

rugged, ecological, andhardworking; its earthly

connection connotes

trustworthiness and

durability.


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colour

Unknowable and extreme,

black is the strongest

colour in the visiblespectrum. Its density and

contrast are dominant, but

it seems to neither to

recede nor to advance inspace. Its indeterminate

quality reminds viewers of

nothingness, outer space,

and, in Western culture,

death. Its mystery is

perceived as formal and

exclusive, suggesting

authority, superiority, and

dignity.


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colour

Violet is sometimes

perceived as

compromisingbut also asmysterious and elusive.

The value and hue of

violet greatly affects its

communication: deep

violets, approaching black,

connote death; pale,

cooler violets, such as

lavender, are dreamy and

nostalgic; red-huedviolets, such as fuchsia,

are dramatic and

energetic; plum-like hues

are magical.


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colour

A mixture of red and yellow,

orange engenders feelingsimilar to that of its parent

coloursvitality and arousal

(red) and warmth and

friendliness (yellow). Orange

appears outgoing and

adventurous but may be

perceived as slightly

irresponsible. Deeper orange

induces salivation and feeling of

luxury. Brighter orange

connotes health, freshness,quality, and strength. As orange

becomes more neutral, its

activity decreases, but it retains

a certain sophistication,

becoming exotic.


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colour

With the shortest

wavelength, green is most

relaxing colour of thespectrum. Its association

with nature and

vegetation makes it feel

safe. The brighter the

green, the more youthful

and energetic. Deeper

greens suggest reliable

economic growth. More

neutral greens, such asolive, evoke earthiness.

However, green, in the

right context, can connote

illness or decay.


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Visual message and colour variations


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typeface


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power words

Yes!!! No!!! Now! What?! Etc.Goal!!! Ball!!! Play!!!

Easy, Results, Save, Discover, Guarantee, Safety, Health,

Love, Money, Need, Proven, You

Free, Remarkable, Offer, Hurry, New, Revolutionary, Quick,

Advice to, Suddenly, Startling, Easy, The truth about, Now,

Miracle, Wanted, Last chance, Announcing, Magic,

Challenge, It's here, Introducing, Improvement, Compare,

Just arrived, Sensational, Amazing bargain,

Important development


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slogan/word

Hate it

Love it

Just Do It

Its so good

Watch out

Etc.


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image/shape


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image/shape


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image/shape


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research

How is your knowledge of:Abattoir worker

Polo player

Judo

Answer the questions before you start sketching:

What is the purpose or function of the poster?(informational, editorial or promotional)

Who is the audience? (demographics, gender, common interest, ethnicity, geographic range)

What is the competition and marketplace?

What message needs to be communicated?

What kind of personality should be conveyed?

What kind of response is desired from your audience? (what do you want your audience toknow or do)


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Big shape from

small parts


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Documents

Conventional Language of Visual Communication