Visual Communication

1. Reading PicturesReading Pictures
Signs, Symbols and Visual Codes

2. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
From looking at optical illusions it is clear
that we can read pictures in several ways.
In order to get a similar reading, pictures
often contain signs, symbols and visual
codes to help us.

3. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
Signs can be divided into three types:
 Symbolic
 Iconic
 Indexical

4. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
Symbolic signs are the ones most difficult
to get your head round!
 Symbolic signs have no obvious
connection between between the sign and
the object.

5. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
For example the word CAT has no
obvious link with a small pet furry animal.
It only works because we understand the
rules that say the letters C-A-T, when put
in a certain order mean that small furry
animal.
CAT =

6. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
Iconic signs are a lot easier to understand!
 Iconic signs have a visual likeness to the
things they represent.
Can you think of at least two iconic signs
you see everyday?

7. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
Here are
some you
can see
when you
use a
computer:

8. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
Look at
the
following
signs and
explain
why they
are iconic.

9. Signs, Symbols and Visual CodesSigns, Symbols and Visual Codes

10. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes

11. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes

12. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
 The only alphabet in the world that
contains iconic letters is the one used by
Japanese and Chinese people.
 The letters are called kanji and there are
over 2,000 of them compared to our 26!
 Each kanji looks like the word it
represents.

13. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
 Copy out
each kanji.
 This one is
naka, it
means
middle. You
can see the
line in the
middle.

14. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
 This
one is
gawa
and
means
river.

15. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
 This is
yama and
means
mountain.

16. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
 This is ta
and
means
rice field.

17. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
The last kind of sign is indexical.
 Indexical signs have some kind of direct
connection to what is being shown.
 Example: A tear running down someone’s
cheek can be an indexical sign for
sorrow.

18. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
This is an
indexical
sign. What
do you think
it is for?

19. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
It is an old sign for a
school. It is supposed
to represent the light of
learning!
Now we use an iconic sign
to represent this.

20. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
 Another way of helping us to read pictures
is the use of visual codes.
 There are three main visual codes:
- Dress Codes
- Colour Codes

21. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
 Dress codes relate to what
people wear in particular
situations.
 If we see people in evening
dress we usually make the
association of glamour, wealth
and sophistication.

22. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
Colour codes
 Black is the colour people wear after
someone has died.
 White is the colour of innocence.
 Red can mean danger and stop.

23. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes

24. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes

25. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes

26. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes

27. Signs, Symbols and VisualSigns, Symbols and Visual
CodesCodes
Signs, symbols and
visual codes help us
make sense of a picture.