Visual Communication

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VISUAL COMMUNICATION
VISUAL RHETORIC

What is Visual Communication?

What is Metaphor?
The representation of a person, place, thing, or idea that suggests a particular association or point of similarity.

How does bad design make you feel? What do you liken it to?

What is Metaphor?
The representation of a person, place, thing, or idea that suggests a particular association or point of similarity

From Makeness.com: “I hate bad design. It’s like an itch I can’t scratch. It litters the internet like stinky half-smoked cigarette butts.”

What is Visualisation?
Basically:

Understanding
+ Imagination & Cognitive abilities

(rational process and intelligence)
= Solution

What is design of materials?
Kolestor is an anti-cholesterol medication which was represented by a 3D direct mail piece sent to cardiologists in the form of the upper part of the human body with a zipper to simulate heart surgery. The "It's not that easy" tagline suggests that heart surgeries really aren't as easy as unzipping a zipper.

Agency: Grey Worldwide Istanbul, Turkey. Source: Direct Daily

What is design of materials?
Saatchi & Saatchi DGS' solution for Westpac (import/export) was a direct mail campaign that looks like a shark fin on one side. This gives the piece immediate impact while also illustrating the idea that trouble is beneath the waters. When it's flipped over, the mailer turns into a keel to steer you through the storm.

Agency: Saatchi & Saatchi DGS Client: Westpac New Zealand

How do you ‘read’ pictures?

What is Visual Rhetoric?

A form of communication that uses
images to create meaning or construct an argument.

… but what is ‘rhetoric’?

The art of effective or persuasive
speaking or writing.

… but what is ‘art’ in Visual Rhetoric?

Class Exercise!

Write a caption for each picture, using your own interpretation. Captions can be humourous, dramatic, or factual.

End of Lecture

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