COMMUNICATION PROCESS:

VISUAL COMMUNICATION.

PURPOSE AND FUNCTION OF IMAGES:

- INFORMATIVE IMAGES - EXPRESSIVE IMAGES

- EXHORTATIVE IMAGES - AESTHETIC IMAGES

INFORMATIVE IMAGES:

Provide data. CLEAR, DIRECT AND OBJETIVE

EXPRESSIVE IMAGES:

Stimulate FEELINGS AND EMOTIONS.

AESTHETIC IMAGES:

Images created to enjoy. They show concepts of BEAUTY and HARMONY

EXHORTATIVE IMAGES:

To convince us of something. EYECATHING AND EXPRESSIVE

VISUAL PERCEPTION

VISUAL PERCEPTION

LAWS OF VISUAL PERCEPTION

EXAMPLES

The relationship of forms with their environment:

Law of contrast:

Difference between shapes (visual characteristics):

•Colour•Size•Texture•Structure•Position

Law of homogeneity:

No difference between shapes (the opposite of contrast):

High degree of contrast:

The figure stand out among the environment because:•Big size•Simple structure•Intense colour•Central position•Smooth texture

Medium degree of contrast