VISUAL COMMUNICATION NOTES

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VISUAL COMMUNICATION NOTES

Module 01 INTRODUCTION

1.    Early Visuals as Communication

• Historical evidence, Caves, Hieroglyphs, Geoglyphs, Murals, sculptures

2.    Visual Communication as Natural means

• Body language – Physique, Gestures, Eye contact, Expressions

• Technical gestures

3.    Process & Expansion of Visual Language

• Sensual theories – Gestalt, Constructivism, Ecological

• Perception theories – Semiotics, Language of Signs & Symbols

• Concept of Code – Metonymic, Analogical code, Displaced code, Condensed code

Module 02 MEDIUM OF COMMUNICATION

1.    Images –

• Pictograms, Ideograms, Logograms

• Paintings, Illustrations, Cartoons, Memes,

• Photographs – (speaks thousand words)

2.    Video –

• Cinema-the seventh art, Animation, Documentary, Vlog

3.    Infographics –

• Graphs, Charts, Maps

• Instructions signs, Presentations

• Classification indicators

4.    Models –

• Solar system, Body systems, Scientific models, Demo pieces

5.    Colour –

• Sensation, Instruction, Classification

• Symbolic – Religious, Political,

• Mood & Atmosphere

Module 03 PUBLIC PLACES

1.    Architecture –

• Steps, Ramps, Gates, Entrances

• Doors, Windows

• Emergency exit, Help seek, Disciplinary,

2.    Clothing –

• Uniform, Classification, Rank, Unity, Distinction, Duty, Safety, Identity, Dutifulness,

• Dress code, Protocol, Etiquettes

• Cultural influences,

3.    Interpretation –

• Figure reading, Valuation of personality, Presentation of self, Reading from visual cues

Module 04 APPLICATION

1.    Commercial –

• Graphic Design, Posters, Advertisements, Publication Design,

Module 05 ELEMENTS OF ART

1.    Visible components –

• Line, Shape, Form, Tone, Colour, Space,

• Proximity, hierarchy, Movement, Alignment, Emphasis,

• Typography, Calligraphy, Word expression, Logotype, Treatment

CONCEPT OF CODE: METONYMIC, ANALOGICAL CODE, DISPLACED CODE, CONDENSED CODE

Concept of Code: Metonymic, Analogical Code, Displaced Code, Condensed Code

In semiotics, a code refers to a system of signs and rules that govern how these signs can be used to convey meaning.

Codes are essential in structuring communication, allowing people to understand and interpret messages within specific cultural or social contexts.

Different types of codes—metonymic, analogical, displaced, and condensed—serve various functions in the communication process, each with its unique way of encoding and conveying meaning.

1. Metonymic Code

A metonymic code is based on metonymy, a figure of speech where one thing is represented by another that is closely associated with it.

In visual communication, metonymic codes involve using an image or symbol to represent something else that is closely related or logically connected.

Example: Journalism and Photography: A photograph of a judge's gavel can symbolize the entire judicial system or the concept of justice. The gavel, though just one element of the courtroom, stands in for the broader concept due to its close association with legal authority.

Film and Media: In movies, a close-up of a character’s hands clutching a steering wheel might be used to represent the character’s anxiety or tension without explicitly showing their face. The hands, a part of the whole person, stand in for the emotional state.

2. Analogical Code

An analogical code uses visual or conceptual resemblance to create meaning. This type of code relies on the similarity between the sign and the signified.

Analogical codes are often used in visual media to create comparisons or metaphors.

Example: Advertising: In advertising, an image of a powerful, roaring lion might be used to represent the strength and power of a car engine. The visual similarity (or the idea of power) between the lion and the engine creates an analogy that enhances the product's attributes.

Visual Metaphors: In visual arts, a wilted flower might be used analogically to represent the concept of decay or death. The physical state of the flower (wilted) is analogous to the abstract concept (decline).

3. Displaced Code

Displaced code involves shifting meaning from one context to another, often to avoid explicit representation of sensitive or taboo subjects. It is a way of encoding meaning that requires the audience to decode it by understanding the underlying associations.

Example: Advertising: A common example is the use of fruits or other objects to represent sexual imagery in a subtle way, avoiding explicit content. For example, a perfume ad might use the image of a slowly opening flower to symbolize sensuality and allure without directly showing anything provocative.

Film Censorship: In film, especially in eras with strict censorship, displaced codes were often used to imply adult themes or violent acts without directly showing them. For instance, the closing of a door or a flickering candle might signify the end of a romantic encounter.

4. Condensed Code

A condensed code is a complex sign that combines multiple meanings or elements into a single symbol or image. This type of code is dense with meaning, requiring the audience to unpack the various layers to fully understand the message.

Example: Corporate Logos: A company logo often acts as a condensed code, encapsulating the brand’s identity, values, and mission in a single symbol. For instance, the Nike "Swoosh" represents not just the brand but also ideas of motion, speed, and victory, condensed into a simple, recognizable graphic.

Political Cartoons: In political cartoons, a single image might combine multiple symbols to convey a complex political message. For example, a cartoon showing a giant figure labeled "Economy" with various smaller figures labeled "Taxpayers" trying to support it can symbolize the burden of economic policies on the general public.

PERCEPTION THEORIES: SEMIOTICS, LANGUAGE OF SIGNS AND SYMBOLS

Perception Theories: Semiotics, Language of Signs & Symbols

Perception theories related to semiotics and the language of signs and symbols explore how meaning is created, interpreted, and communicated through visual and non-visual signs. These theories are foundational in understanding how humans make sense of the world around them, especially in contexts where direct communication is not possible, such as art, advertising, and cultural symbolism.

1. Semiotics

Semiotics is the study of signs and symbols and how they are used to create meaning.

Developed by scholars like Ferdinand de Saussure and Charles Sanders Peirce, semiotics explores how signs function as part of a larger system of communication.

In semiotics, a sign is anything that conveys meaning, and it is composed of two parts: the signifier (the form the sign takes) and the signified (the concept it represents).

Signifier and Signified: The signifier is the physical form of the sign (e.g., a word, image, sound), while the signified is the mental concept that the signifier evokes.

Denotation and Connotation: Denotation refers to the literal meaning of a sign, while connotation refers to the cultural or emotional associations that the sign carries.

Codes: These are systems of signs that create meaning within a particular cultural or social context. For example, the "green" traffic light is a code that signifies "go" in many cultures.

Example: In advertising, semiotics is used to convey brand identity and values through logos, colors, and imagery.

For example, the Apple logo, a simple image of an apple with a bite taken out, signifies innovation, simplicity, and cutting-edge technology. The signifier is the apple image, and the signified concepts are the brand's attributes.

2. Language of Signs & Symbols

The language of signs and symbols is an extension of semiotic theory, focusing on how visual symbols and signs operate as a form of communication.

Symbols are a type of sign where the relationship between the signifier and the signified is more abstract or culturally specific. Unlike natural signs (like smoke signaling fire), symbols are learned and understood within a particular cultural or social framework.

Symbols: Symbols are signs where the connection between the signifier and the signified is not obvious or direct, requiring cultural knowledge to interpret. For example, a red rose symbolizes love and passion in many cultures, but this meaning is not inherent in the rose itself.

Icons, Indexes, and Symbols: According to Peirce, signs can be categorized as icons (which resemble the signified, like a photograph), indexes (which are directly connected to the signified, like smoke to fire), and symbols (which have an arbitrary connection to the signified, like words or cultural symbols).

Cultural Codes: Symbols often operate within cultural codes, systems of symbols that convey particular meanings within a culture. For example, wedding rings symbolize marriage, commitment, and eternity in many cultures.

Example: Religious Symbols: Religious symbols like the cross in Christianity, the crescent in Islam, or the lotus in Buddhism, convey complex ideas, beliefs, and values. The meaning of these symbols is deeply embedded in religious and cultural contexts, and they communicate a wide range of concepts like faith, spirituality, and community.

Perception theories such as semiotics and the language of signs and symbols are crucial for understanding how meaning is constructed and communicated in society. These theories offer insights into the ways visual elements function as part of broader systems of communication, influencing how messages are interpreted across different cultures and contexts. Mastering these concepts is essential for analyzing and creating effective visual communications in fields such as media, design, marketing, and cultural studies.

ECOLOGICAL THEORY | NEP

Ecological Theory:

Proposed by American psychologist James J. Gibson, the ecological theory of perception emphasizes that visual perception is directly influenced by the environment. Unlike other theories that focus on internal cognitive processes, ecological theory posits that perception is a direct response to the visual information available in the environment.

Affordances: Gibson introduced the concept of "affordances," which refers to the potential actions that an object or environment offers to an individual. For example, a chair "affords" sitting, while a button "affords" pressing.

Direct Perception: The theory argues that the environment provides all the necessary information for perception, and the brain does not need to construct or interpret the scene. Perception is seen as an active process that involves detecting the affordances in the environment.

Ecological theory is particularly relevant in design, architecture, and ergonomics, where the goal is to create environments and objects that naturally guide human behavior in intuitive ways.

Example 1: Urban Design

In urban planning, ecological theory is applied to create environments that naturally guide people’s behavior.

For example, a park might be designed with curved paths that lead visitors to key features like benches, playgrounds, or water fountains, leveraging the natural affordances of the environment to direct movement.

Example 2: Product Design

A door handle designed to afford pushing rather than pulling (e.g., a flat metal plate rather than a rounded handle) directly communicates how it should be used. This design reduces the need for instructional signage, as the affordance is clear from the handle’s shape and placement.

Example 3: Virtual Reality (VR)

In VR environments, designers use ecological principles to create immersive worlds where objects and spaces afford natural interactions.

For example, a VR object like a virtual cup would be designed so that it affords the action of being picked up, just as a real cup would. This makes the virtual environment intuitive and easy to navigate.

CONSTRUCTIVIST THEORY | NEP

Constructivism:

Constructivism, in the context of visual perception, suggests that viewers actively construct their understanding of a visual scene through a combination of sensory information and cognitive processes. 

This theory, rooted in the work of Russian psychologist Lev Vygotsky and later developed by scholars like Jean Piaget, focuses on the mental processes involved in interpreting visual stimuli.

Eye Movement: Constructivist theory emphasizes the role of eye movement in scanning a visual scene to gather information. The viewer’s gaze tends to move across different parts of an image, constructing a coherent understanding of the scene.

Cognitive Schemas: The interpretation of visual information is influenced by pre-existing knowledge, experiences, and mental frameworks (schemas). These schemas help individuals make sense of new visual information by relating it to what they already know.

Constructivism is important in fields like education, advertising, and user interface design, where understanding how people mentally construct visual information can lead to more effective communication strategies.

Example 1: Eye Tracking in Advertising

Advertisements often use eye-tracking technology to understand how viewers scan and process visual information.

For example, in a print ad, the viewer’s eyes might first be drawn to the image of a product, then move to the brand logo, and finally to the call-to-action text. Advertisers design layouts based on these patterns to ensure the most important information is seen in the correct order.

Example 2: Educational Visuals

In educational materials, constructivist principles are used to design visuals that align with students' existing knowledge.

For example, a diagram explaining a complex concept might first introduce basic components familiar to the students before moving on to more intricate details. This helps students build on their pre-existing schemas.

Example 3: User Interface Design

When designing a software interface, designers often place buttons and controls in areas where users are cognitively conditioned to look.

For example, a "submit" button is commonly placed at the bottom right of a form, as users expect it there based on past experiences with similar interfaces.

PROCESS AND EXPANSION OF VISUAL LANGUAGE | NEP

 

Process & Expansion of Visual Language

Visual language refers to the communication of ideas and information through visual forms such as images, symbols, colors, and spatial arrangements. The process of visual language involves how people perceive and interpret these visual elements, and how meaning is constructed from them. This process is deeply rooted in both the physiological and psychological aspects of perception. To understand the expansion of visual language, it is essential to explore the key theories that explain how humans perceive and process visual information.

Sensual Theories of Visual Perception

Sensual theories of visual perception focus on how the human sensory system, particularly vision, interacts with visual stimuli to create meaningful experiences.

Three major Sensual Theories of Visual Perception are Gestalt, Constructivism, and Ecological Theory.

VISUAL COMMUNICATION AS NATURAL MEANS | NEP

Visual Communication as Natural Means

Visual communication is one of the most fundamental forms of human interaction. It is a natural means of conveying messages and emotions without the use of words. This form of communication relies heavily on visual cues such as body language, gestures, facial expressions, and eye contact. Understanding these elements is crucial for effective communication, as they often convey more than spoken words and can either reinforce or contradict what is being said.

Body Language

Body language is a critical component of visual communication. It encompasses various non-verbal signals that people use to communicate their feelings, attitudes, and intentions. These signals are often unconscious but play a significant role in interpersonal communication.

Physique:

The overall physical appearance of an individual can influence how their messages are perceived. This includes factors like posture, body shape, and movement. A confident posture, for instance, can convey authority and self-assurance, while a slouched posture might suggest a lack of confidence or disinterest.

Gestures:

Gestures are deliberate movements of the hands, arms, or other parts of the body that are used to express ideas or emotions. For example, waving can indicate greeting or farewell, while pointing can direct attention to something specific. Gestures vary across cultures, and understanding these differences is vital to avoid miscommunication.

Eye Contact:

Eye contact is a powerful element of body language. It can convey a wide range of emotions, such as interest, attention, hostility, or affection. Maintaining appropriate eye contact is essential in building trust and understanding during communication. However, the norms for eye contact vary across cultures; what is considered respectful in one culture may be perceived as confrontational in another.

Expressions:

Facial expressions are perhaps the most universally recognized form of body language. They can express emotions such as happiness, sadness, anger, surprise, and fear. Even subtle changes in facial expressions can alter the perceived meaning of a message. Being able to read and respond to facial expressions effectively is crucial for successful interpersonal communication.

Technical Gestures

Technical gestures are specialized forms of body language used in specific contexts, often to convey precise information or instructions. These gestures are typically standardized and understood within particular fields or communities.

Sign Language:

A prime example of technical gestures is sign language, used primarily by the deaf and hard-of-hearing communities. Sign language involves a complex system of hand movements, facial expressions, and body language to convey meaning. Each sign corresponds to a specific word or concept, making it a complete language in its own right.

Professional Gestures:

In various professions, technical gestures are used as a form of shorthand communication. For instance, air traffic controllers use hand signals to direct aircraft, surgeons use specific gestures to communicate with their teams during operations, and referees in sports use hand signals to indicate fouls, goals, and other rulings. These gestures are standardized within the profession, ensuring that they are universally understood by those within the field.

Cultural Gestures:

Certain cultures have developed technical gestures that hold specific meanings within their context. For example, the "Namaste" gesture in Indian culture, where hands are pressed together in front of the chest, is a traditional form of greeting and respect. Understanding these cultural gestures is essential for effective cross-cultural communication.

Conclusion

Visual communication, particularly through body language and technical gestures, is a natural and essential aspect of human interaction. Understanding non-verbal cues is critical for effective communication, both in personal and professional settings. Mastery of visual communication can enhance interpersonal relationships, professional interactions, and cross-cultural understanding, making it a vital skill in today’s globalized world.

VISUAL COMMUNICATION - NEP SYLLABUS

 

VISUAL COMMUNICATION

1. To provide students with tools that would help them visualize and communicate.

2. Understanding Visual communication as part of Mass Communication

3. To acquire basic knowledge to be able to carry out a project in the field of visual communication

4. To acquire basic knowledge in theories and languages of Visual Communication

5. The ability to understand and analyse visual communication from a critical perspective

Module 01 INTRODUCTION

1.    Early Visuals as Communication

• Historical evidence, Caves, Hieroglyphs, Geoglyphs, Murals, sculptures

2.    Visual Communication as Natural means

• Body language – Physique, Gestures, Eye contact, Expressions

• Technical gestures

3.    Process & Expansion of Visual Language

• Sensual theories – Gestalt, Constructivism, Ecological

• Perception theories – Semiotics, Language of Signs & Symbols

• Concept of Code – Metonymic, Analogical code, Displaced code, Condensed code

Module 02 MEDIUM OF COMMUNICATION

1.    Images –

• Pictograms, Ideograms, Logograms

• Paintings, Illustrations, Cartoons, Memes,

• Photographs – (speaks thousand words)

2.    Video –

• Cinema-the seventh art, Animation, Documentary, Vlog

3.    Infographics –

• Graphs, Charts, Maps

• Instructions signs, Presentations

• Classification indicators

4.    Models –

• Solar system, Body systems, Scientific models, Demo pieces

5.    Colour –

• Sensation, Instruction, Classification

• Symbolic – Religious, Political,

• Mood & Atmosphere

Module 03 PUBLIC PLACES

1.    Architecture –

• Steps, Ramps, Gates, Entrances

• Doors, Windows

• Emergency exit, Help seek, Disciplinary,

2.    Clothing –

• Uniform, Classification, Rank, Unity, Distinction, Duty, Safety, Identity, Dutifulness,

• Dress code, Protocol, Etiquettes

• Cultural influences,

3.    Interpretation –

• Figure reading, Valuation of personality, Presentation of self, Reading from visual cues

Module 04 APPLICATION

1.    Commercial –

• Graphic Design, Posters, Advertisements, Publication Design,

Module 05 ELEMENTS OF ART

1.    Visible components –

• Line, Shape, Form, Tone, Colour, Space,

• Proximity, hierarchy, Movement, Alignment, Emphasis,

• Typography, Calligraphy, Word expression, Logotype, Treatment

INTERPRETATION OF TECHNICAL DATA

 

For communication to be effective, it should not only appeal to logic and reasoning but should also carry visual appeal. It should have variety and color.

Technical and conceptual considerations apart, business communication should carry visual appeal and an aesthetic value. A communicator should seek to express thoughts in a manner that is easy on the eye. Pictorial or graphical representation is an extremely valuable component of writing communication that often substitutes or complements written statements and makes the communication focused and appealing.

Types of pictorial presentation

Pictorial or graphical presentation is a well developed area and, over the years, several innovative colorful methods have evolved. These include:

Charts

Graphs

Pictograms

Maps

Diagrams

Drawings, etc.

All these pictorial presentations have found meaningful expression in business reports and literature. It is important for students of communication to acquire a good understanding of the merits and demerits of each of these so that he / she is in a position to use the most appropriate ones in any given context.

Tables, charts and pictures: It is important to have a clear understanding of the manner in which tables, charts and pictures are introduced in written communication. Business reports constitute an important area for pictorial and graphical presentation. Tables and charts are also used extensively in brochures, sales literature, booklets, advertisements, motivational communication etc.

The positioning of the table or chart has to be carefully decided. It is important to keep in mind the value addition taking place as a result of the insertion of the table or chart. To what extent is the table or chart substituting or complementing the written text needs to be clearly understood.

Tables and charts can be inserted along with the text or towards the end as annexures.

The skill of the communicator lies in introducing an adequate number and variety of charts, graphs and pictures along with the text in such a way that the overall impact is high.

 Choosing the right chart: There are many types of charts, graphs and pictures. Each of them has advantages or merits and limitations. Sometimes, there is scope for using any one of the two or three types of carts in the context. The business writer has to decide on the most appropriate one. The following guidelines can be kept in mind when choosing the appropriate chart:

The appropriateness of the chart of group would depend on the context or subject covered and the target audience addressed by the communicator. While tables and pictures are widely understood, certain kinds of charts, graphs and diagrams call for extra efforts, and may not go down well with the lay reader. When the target group is the general public, and not a highly literate and well-versed section, simpler tables, charts, graphs and pictures would be appropriate.

Emphasis or forcefulness – A table or a chart is often used both for information and analysis. The table or chart may substitute or complement the written text. The table, chart or picture may be in black and white or color. It is important to choose the chart that readily brings out the core message. The size of the bar chart, for example, readily brings out clearly movement or fluctuation. The pie chart gives the share of each component in the table. Choose the graphic that is most relevant to what needs emphasis.

Pictures often carry more appeal than words. A good picture appeals to all sections of people – illiterate, semi-literate and highly literate. A good chart or table rivets attention and gets registered in the mind of the reader.

When tables, charts and graphs are used effectively, the reader is in a position to remember the message much better. The positioning of the graphic should also be appropriate. It should be introduced in right context in the text. Equally importantly, it should have the right size and frequency to enhance the value of the written text. Too frequent and repetitive graphics, however, have to be avoided. Well-inserted tables and charts also serve well in breading the monotony of text reading.

While choosing graphics, keep in mind the specific nature of the subject matter. When the matter is of a technical or scientific nature and the literature is meant for research organizations, professional or industrial establishments, obviously relevant material details will have to be covered. Keeping in view the target sections, more complex charts, graphs, diagrams and drawings may have to be used.

Attention to details – In presenting tables, all the relevant details which make the message clear and complete need to be included. Every table and chart should have a clear title or narration. The heading should be brief and clear. The quantity, amount, etc., should be clearly mentioned. Decimal points need to be given only where relevant. Similarly, rounding off figures should eb considered whenever there is no need to be very precise. For example, when we refer to the growth in bank deposits, it may to be necessary to say that the deposits grew form Rs.54673.6 crore in March 2015 to Rs.65412.8 crore in March 2018. On the other hand, it would be appropriate to say that the deposit growth of the bank increased from 13.6% to 18.8 % in the above mentioned years. Such attention to detail makes the table or chart more reader friendly.

Similarly, charts, graphs, and maps will have to be drawn to scale, and the scale (key) should be mentioned at the bottom. Another detail that needs much attention is the source of the data, which should be clearly mentioned at the bottom of the table.

Omission of relevant details like quality, amount, etc., may often render the entire tale or chart meaningless. Mention of the source will indicate the authenticity or reliability of the data and will also suggest whether it is based on primary or secondary sources of data.

Properly introduced charts, graphs, pictures and other graphics add value to the text and make the business reports and other literature more reader friendly. Advantages of graphs are:

They break monotony.

They simplify and amplify facts and figures.

They strengthen the memory and improve recall value.

They bring out relativity and time values with greater clarity.

They add color and variety to presentation.

They provide scope for creativity in communication.

TABLES

A table consists of an orderly arrangement and presentation of relevant data through rows and columns. The systematic arrangement of data in rows and columns in a table facilitates ready reference. Tables are most commonly used in business communication. They may be presented without any heading or caption amidst the text, or presented separately as an exhibit with an appropriate heading or title. Tabular presentation may cover not only figures, but also concepts and ideas.

Tables can be used for presenting:

Time series data.

Details of several products or items.

Ranking, volumes, prices, etc.

Demand – supply – gap position.

Relationships and ratios.

Several relevant parameters.

In drawing tables, attention should be given to columns, headings, totals and subtotals, decimal points, source of data.

CHARTS

Charts constitute yet another popular mode of visual communication in business. Charts, can be used effectively to depict organizational structure, decision making process, production process, flow in information, etc. Quite often, authors do not differentiate between charts and graphs and use them interchangeably.

Charts are essentially of three types

Column chart

Organization/structure chart

Flow/process chart

GRAPHS

Graphs are commonly used to present volumes, proportions, ratios and relationships. They can be used gainfully in presenting historical or time series data. Graphs are of different types, ranging from the simpler and ubiquitous ones to the complicated ones used in technical reports.

Graphs commonly used are:

Line graph

Pie graph

Bar graph

Apart from these, combination graphs (for charts) such are Bar Chart – Line Graph are used.

 It should be noted that in presenting the graphs, attention to details mentioned below are a must.

Heading or caption

Description of legends

Neatness and proportion

Clarity of composition

Class intervals

Drawing to scale

Source acknowledgements, etc.

If any of the key details are missing, the graph or chart becomes confusing and useless.

 

Line graphs are used to show changes over time of one or more variables.

Pie charts are circular diagrams generally used to show subdivision or components of the whole. The dictionary meaning of a pie is ‘a whole regarded as divisible into shares’. Pie charts are commonly used to depict:

Components and shares of income and expenditure

Market share of different players

Changes in share over different periods

Relative values of various components, etc.

Bar charts are the most commonly used graphs or chars in business communication. They are simple and easy to draw. In view of their versatile feature, they readily fit into almost every context. Pick any annual report or study report relating to any organization or industry and you are more than likely to see a few bar diagrams. Increases and decreases over a period of time, ratios, and relationships, proportion and composition and many other such details can be very clearly presented by way of bar charts.

 

PICTOGRAMS

Pictograms also called pictographs, are diagrams representing statistical data by pictorial forms. In other words, pictograms are bar charts made with pictures. Pictures being more eye catching than lines or bars, pictograms tend to be more reader friendly.

Pictograms are used to give information related to:

Production of cars over the years – picture of a car

Housing units financed by a housing finance company – picture of a house

Number of coconut plantations planted by horticultural department – picture of coconut tree.

MAPS

Maps are used to show geographical positions and locational relationships. Maps help in showing distances and locations. There are road maps, railway maps, tourist maps, etc. Maps may be specific, covering limited aspects such as rivers in an area, important tourist places, holiday resorts, training institutes, bank branches, eateries, etc.

Including too many features in a map may result in crowding and overlapping information. When a map shows more than one subject, an appropriate legend wil have to be included. Maps have to be drawn to scale and if not drawn to scale, specific mention has to be made

DIAGRAMS AND DRAWINGS

Diagrams and drawings are generally used to show how a product works, or hwo to use a gadget and for other such elucidation. A diagram may describe a product, a concept or a process. Diagrams and drawings are often used in technical literature, product manuals, do-it-yourself kits and other written communication where a detailed description or exposition is desirable/required.

OTHER GRAPHICS

Icons

Cartoons

Break-even charts

Fish bone (cause and effect) charts

Scattered diagrams

Histogram

Frequency polygon

Stochastic

Circuit diagram

Triangular bar diagram

 

While using visual communication, skillful and informed use of color while presenting charts, graphs and pictures adds further value to the written communication. The communicator must be careful to use colors that are pleasing and not considered harsh or hurtful to the eyes. The combination of colors used should be in harmony with the overall presentation.