SENSUAL PERCEPTUAL THEORIES VISUAL COMMUNICATION Chapter 5 We

SENSUAL & PERCEPTUAL THEORIES VISUAL COMMUNICATION Chapter 5

We see not with our eyes, but via signs and symbols in our brain.

2 Core Theories n Sensual Theories n Perceptual Theories

Visual… n Visual Sensation n Visual Perception

Gestalt Theory n Gestalt ¡ “A ‘shape’, ‘configuration’, or ‘structure’ which as an object of perception forms a specific whole or unity incapable of expression simply in terms of its parts” – O. E. D.

Gestalt Theory n The whole is different from the sum of its parts n 5 Ways…

Gestalt Theory n Similarity

Gestalt Theory n Similarity

Gestalt Theory n Similarity

Gestalt Theory n Proximity

Gestalt Theory n Proximity

Gestalt Theory n Proximity

Gestalt Theory n Continuation

Gestalt Theory n Continuation

Gestalt Theory n Common Fate

Gestalt Theory n Closure

Gestalt Theory n Closure

Gestalt Theory n Gestalt and Figure-Ground relationship

Gestalt Theory n Principle of Camouflage

Gestalt Theory n Gestalt explains: n Individual forms create image’s content

Constructivism n n n Julian Hochberg Eye movements Active (_____) vs. Passive (_____) viewing

Constructivism

Constructivism

Constructivism

Constructivism

Constructivism

Constructivism

Semiotics n Semiotics (Semiology) n Sign

Semiotics n Iconic Sign (Icons)

Semiotics n Indexical Sign

Semiotics n Symbolic Signs (Symbols)

Semiotics n n 2 Parts of Signs: ¡ 1. Signifier ¡ 2. Signified Meaning created by

Barthes & Codes n Roland Barthes n Chain of Associations

Barthes & Codes n Codes

4 Codes n 1. Metonymic Code

4 Codes n 2. Analogic Code

4 Codes n 3. Displaced Codes

4 Codes n 4. Condensed Codes

Cognitive Theory n Drawing conclusions about perceptions n Carolyn Bloomer

Mental Activities n 1. Memory n 2. Projection

Mental Activities n 3. Expectation

Mental Activities n 4. Selectivity n 5. Habituation n 6. Salience

Mental Activities n 7. Dissonance n 8. Culture n 9. Words

Language & Symbolism n Language: n Images are related to culture’s language They: n

Language & Symbolism n Semantics ¡ Denotative meaning ¡ Connotative meaning

Language & Symbolism n Syntactics n Pragmatics

Next Time… n Graphic Design ¡ Chapter 9