The basics of visual communication

 Communication, a process in which information is exchanged between one or more individuals using symbols, signs and behavior. There are many avenues one may use to convey a topic to another individual. However, an individual must consider which method of communication will garner the highest response rate in this transactional process. While the use of visual communication can be powerful in singularity, interpersonal communication requires two parties engaging in verbal discourse about a given topic. Having the ability to perceive first hand both nonverbal as well spatial factors makes the process of understanding more fluid. Verbal communication is the hammer that drives the meaning of the visual nail home in the context of understanding the message within the visuals. In turn, allowing for a much more cognizant response when it is time to issue feedback to the source.

 communicating a topic visually is dependent on multiple factors. One of these factors is the image. Images are a core part of the process because they provide context. A tourist out of town may not be able to read the written sign for the bathroom, images on the door however let them know which one to use. Images are of great use to people with hearing disabilities as well. Color is another area of consideration when communicating something visually. Color has the ability to convey emotion, light colors can create happiness, and dark colors can create tension. Colors also give the ability to add emphasis to areas of importance within a message, adding probability the receiver will acknowledge that part first.

In most cases, the first visual representation that is seen by society is the logo. A strong logo has the ability to draw in a customer base simply out of curiosity by utilizing the art of symbolism in the image.  Apple is a multi billion dollar entity that has reached success releasing innovative technologies in last 43 years. While the image of the apple seems simplistic, one may associate apples with knowledge due to the story of Adam and Eve in Genesis. In some cases however, the literal interpretation of the logo is much more prevalent. The logo for the store Target is exactly as the store is named, a target. This symbolizes customers “hitting the bullseye” by shopping at Target and getting everything needed at one location. Lastly, using subtle accents a company has the ability to create secondary imagery in the logo. The mega distribution company Amazon does this in their logo multiple ways, first the arrow that is drawn from A to Z symbolizes the fact that the consumer can find anything and everything that is needed, the arrow is also curved symbolizing service with a smile. 

Looking back, visual communication has many factors. Some garnering a greater response than others, but with the proper use of the tools at hand one may create a method of visual communication that is not only successful in conveying the desired message but that captures the essence of the entity as well.