In Chapter 1 of Visual Communication: From Theory to Practice, the author(s) wanted the readers to gain an understanding of the basic concepts of process theory in communication, define different types of audience, and describe how language is based on signs. Starting with the first main point, the author(s) introduced us to the Shannon and Weaver process model of communication. This model broke down communication into five basic elements. I actually learned this process in my journalism classes, but I didn’t know this process can be used in visual communication, with one ore two added elements. Later in the chapter, it explains the visual communication process starts with the client. Then the designer/artefact, noise source, media outlet, and audience follows suit. At this point, the book started to get a little more engaging, but I realized that this is very relative to the project we are doing. So I started paying close attention. The author(s) then gave examples of verbal and gestural communication, and how it applies. I actually really liked this part, because I use a lot of gestures and dynamic facial expressions while I speak. That also translates into my work. Although, others that I know do not do those things, which makes it harder to read their emotions. The author(s) states just that, but they explain that not all gestures are universal, which goes into the second point.
Understanding the audience your audience was the second point, and this section of the chapter was very informative. It went into understanding your audience before will make a more affective design. Most of the information in this chapter about reaching your target audience wasn’t new to me, but there was a section explaining noise, redundancy, and entropy. Noise isn’t foreign to me, but this section did give me more insight into what classifies as noise. I never thought noise could be other ads or competitor, but looking back, noise is anything that distracts your message. The section about redundancy was very interesting. The author(s) explained redundancies are unnecessary elements that can help ensure clarity. They used the example of red meaning danger, stop, keep away, but people still wear red clothing. The author(s) points out that its all about the context it’s being used for. Without these redundancies, the message might not be as clear. Entropy is just that, making something without redundancies which can be harder to understand the message. I really liked this part. I always thought you should try to reinvent the wheel, but in some instances, I just need to give it a new coat of paint.
The section about language based on signs was probably my favorite section of the chapter. Specifically, I loved learning about polysemy. Polysemy is the idea that a picture has no meaning, but adding text to it determines its meaning. They use the example of a house in the dark that has its lights on. Both are the same picture but the text give them two different meanings. I always thought the interpretation was up to the audience, but adding text will make the meaning finite. I didn’t think about text in that way, because we subconsciously think the text accurately depicts what is being shown.
The Khalil Experience 