The History book Visual Communication / Andre

The history book

By Andre Cafaro

Unknown artist

Copyright Š 2020 by Andre Cafaro All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review.

Printed in Australia First Printing, 2020 ISBN 0-0000000-0-0 Cafaro Publishing 123 Cape Street Byron Bay, NSW www.Book.com

Andre Cafaro

C o n t e n t s

INTRODUCTION

9 - 10

THE HISTORY

11 - 12

TYPES

13 - 14 - 15 - 16

APLICATIONS

17 - 18

MY HISTORY BOOK

19 - 20

METHODS

21 - 22

FUTURE

23 - 24

INTELLECTUAL PROPERTY

25 - 26

RESOURSES

27 - 28

I n t r o d u c t i o n

9

WHAT IS VISUAL COMMUNICATION?

seen.

Visual communication is the conveyance of ideas and information in forms that can be

We can say that Visual Communication is any form of communication that uses visual elements, such as: images, signs, graphics, videos or drawings to express one or more ideas.

The use of images is often more effective than the use of text to convey information. The image reaches instantly, while the text needs to be read and interpreted, giving rise to deviations in understanding. Human beings remember and learn from images more successfully than text.

The use of these elements has the main characteristic of attributing particularities to the message. For example, the design of a famous brand eliminates the need for explanatory texts to let people know which brand refers to the image.

Is a broad spectrum that includes signs, typography, drawing, paint, graphic design, illustration, color, cinema, photograpy, industrial design, advertising, animation, electronic resources and more.

10

T h e

h i s t o r y

11

A BIT OF HISTORY.

The history of visual communication dates back to a time where writing was not yet invent-

ed. It dates back to a time where history was persevered in paintings found on rocks and in caves dating back more than 40.000 years ago.

Paleolithic cave painting of bison (replica) from the Altamira cave, Cantabria, Spain, painted c. 20,000 years ago (Solutrean)

Fast forwarding to usage of ideograms up to the invention of the alphabet. It is save to

say that visual communication has always been a part of our existence.

The invention of the alphabet was a beautiful time, because books were being published

and beautiful illuminated scriptures were presented as a piece of art. We can fast forward a bit more in time and we would reach the avant-garde, modernist and finally the computer era.

Ancient Egyptian writing system

12

T y p e s

13

GRAPHS

Graphs are an important visual aid when showing the relationship between two different quantities. There are numerous types of graphs including line graphs, bar graphs and pie graphs.

The major advantage is the graph allows the audience to fully comprehend the differences in quantities as opposed to just stating them verbally. This creates a bigger impact.

The biggest disadvantage with graphs is they can easily get crowded by inputting a lot of information in them. This will give it a cluttered look that makes it hard to comprehend.

MAPS

In a geography speech, a map would be the most suitable item to use. A map can be used in showing different locations in the region and comparing them.

This makes the audience know exactly where the speaker is referring to.

The advantage of using a map is it is simple to understand and can be used to make points of geographical reference. for example, can be used to show the locations of all the hospitals in an area or the number of people with STIs in a certain region.

If a map has too much information on it, it may become cluttered therefore removing the focus of the audience from the message you wish to pass on. They will simply become distracted.

14

PHOTOGRAPHS

A photograph is an image created by light falling on a photosensitive surface, usually photographic film or an electronic image sensor. Most photographs are created using a camera, which uses a lens to focus the scene’s visible wavelengths of light into a reproduction of what the human eye would see. The process and practice of creating such images is called photography.

Other good point about photographs is safe memories about a especific time in someone or something lifes and that can be used as future historical references.

VIDEOS

It is a combination of sequence of images to form a moving picture.

The video transmits a signal to a screen and processes the order in which the screen captures should be shown. Videos usually have audio components that correspond with the pictures being shown on the screen.

It’s not a matter of one solution being right and the other wrong. But when you consider what type of content to create, video should be on the top of your list.

According to Demand Metric, in partnership with Vidyard, 83% of survey respondents said that video is increasing in importance. And this doesn’t just apply to marketers.

A video is ideal to use any time there are many steps, or the process involves movement.

This why video is becoming a key tool for sales, training, and support teams.

15

ILLUSTRATION

An illustration is a decoration, interpretation or visual explanation of a text, concept or process, designed for integration in published media, such as posters, flyers, magazines, books, teaching materials, animations, video games and films.

An illustration is typically created by an illustrator. Illustration also means providing an example; either in writing or in picture form.

Alice’s Abenteuer im Wunderland - John Tenniel

16

o n a l i c t i p A

17

COMPUTER ASSISTED PRESENTATIONS / PROJECTORS

Slide presentations are usually created using presentation tool like PPT to run along with the text of some important company meeting.

Slide presentations add a visual element to meetings which helps the employees understand the subject matter of the meeting in a much easier and better way, and prevents their minds from wandering here and there.

For instance, when in a meeting the sales of last year are being compared with that of the present year, graphs and charts can be used in the slide presentation to help people understand the comparison better.

Transparencies/projector slides that are displayed on the OHP (overhead projector) are one of the most popular forms of visual communication aid that are used in web seminar and lecture rooms.

Using the OHP you can project and also enlarge your slides onto any wall or screen and you need not even dim the lights of the room for the purpose. Slides in such cases can be produced in three ways – spontaneously produced slides that are written while you speak so as to illustrate your points, pre-prepared slides that are images or words that are drawn or handwritten or created using the computer, and a combination of these two.

PRINT

This is an important means of visual communication which is used by organizations, events, and businesses. Brochures, flyers, posters and newspaper are examples of visual communication that are immensely popular and have been used on various occasions. The print is not used to educate but to inform. The content on print generally informs about the schedule, service, and events.

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M y r s o y t i h o k o b 19

Born in the late 80s, Communication reached my childhood without many technologies, in what we now call traditional methods, as well as paintings, sculptures, encyclopedias, illustrations and books.

ROCKS AND CAVES

Like all humans, I started to try to communicate as a baby, making noises and creating visual communication, trying to reproduce drawings, figures, people, thoughts, of course in a very rudimentary way. I tried to transmit a message without even knowing how to speak, like in the time of the cave mans and thus the forms of communication evolved.

ENCYCLOPEDIAS

An encyclopedia is a reference work or compendium providing summaries and images of knowledge either from all branches or from a particular field or discipline.

Encyclopedias are divided into articles or entries that are often arranged alphabetically by article name and sometimes by thematic categories

Due to the lack of technology in my childhood, living a life in which the internet was distant, communication was limited and time consuming. At school I had to do work and research in encyclopedias, magazines that were not always updated.

PRINTING PRESS

The printing press allows us to share large amounts of information quickly and in huge numbers. In fact, the printing press is so significant that it has come to be known as one of the most important inventions of our time. It drastically changed the way society evolved.

My father used to read books, magazines and newspaper every day, separating to me topics and titles in which I would probably be interested. trying to promote reading as of past and current events in different scenarios.

On an ordinary day, consuming this almost daily information from newspapers, I saw an article about computer, an accessory created to help us make some tasks in a diferent way.

COMPUTER

A computer is a programmable device that stores, retrieves and processes data. Today’s computers are electronic devices that accept data (input), process that data, produce output, store (storage) and share the results.

Computers made the division between traditional and contemporary visual communication, and that would impact not only my life, but diferents generations.

20

d t o s h e M

21

Traditional and contemporary method of visual communication.

In visual communication we have methods that include traditional and contemporary techniques.

Drawing, painting, printing are exemples of tradicional method in witch include traditional materials such as paint, graphite, charcoal, ink, paper, card, wood, glass, metal, clay, stone...

In other hand, digital processes, videos, photography and 3-dimensional processes are contemporary methods, that is needed some tecnology, such as cameras, computers and softwares.

Nowadays, digital screen-based technologies make parte of our lives. Using Software that can make movie and photos edition, games that can simulated real live, like play football or drive a car in a race inside of your house.

DIFFERENCE

A technological evolution is taking place, everyone has a computer and cell phone that can do almost everything and this is the main difference between the two methods.

Before machines, computers, cell phones, cameras ..., people needed to create real visual communication, putting out of their unique creations, almost impossible to faithfully recreate a work of art. Sometimes you needed to travel tousands of kilometer to see a peace of art.

Nowadays, we can create a drawing on the computer, print and sell inumerous identical copies.

In my point of view, contemporary visual communication is excellent for the message propagation, the transmission of information is instantaneous for the rest of the world, but the content of the messages can be shallow since there are numerous copied works.

In traditional method, the communicator expresses his sentiment in a physical piece of art, in which he touched, felt and reproduced in a unique way a message.

PietĂ - Sculpture by Michelangelo

Otherwise, contemporary communication opens doors to reality and extremely real experiences. References, books and all the traditional methods just a few clicks away. Ease corporate messages transmissions, ease to transform what is real into digital.

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e t r u u F

23

The human being is extremely rich in visual arts, and in my point of view visual communication tries to bring us closer and closer to a digital reality.

So far, we have managed to transform what the eyes see in a rock drawing by cave mans, transitioning to illustrations, followed by sculptures that over time became more and more real.

We managed to capture on paper a memory, an image, and that the photograph is, in which it was transformed into a video, the reality seen through human eyes, captured by analogically and later digitally lenses of a technological equipment that imitates, records and reproduces what the human eyes looks at.

I think the apex would be to reproduce faithful images in holograms, which could often confuse us about what is real with what is digital.

Michael Jackson Hologram at Billboard Music Awards

24

l t l t a u l c e e I n r o e p r t y p

25

How are these visual communication work protected for intellectual property?

The moment an idea or creative concept is documented on paper or electronically it is automatically protected by copyright in Australia.

We do not handle copyright. In 2015, the responsibility for copyright was given to the Department of Communications and the Arts.

Copyright protects the original expression of ideas, but not the ideas themselves.

Common works protected by copyright include books, films, music, sound recordings, newspapers, magazines and artwork.

It also protects originally created typographical arrangements, databases, media broadcasts, computer programs and compositions of other people’s work such as academic journals or CD compilations.

Copyright protection is provided under the Copyright Act 1968 and gives you exclusive rights to license others in regard to copying your work, performing it in public, broadcasting it, publishing it and making an adaptation of the work.

Depending on the material, copyright for literary, dramatic, musical and artistic works generally lasts 70 years from the year of the author’s death or 70 years from the year of first publication after the author’s death. Copyright for films and sound recordings lasts 70 years from their publication or 70 years from the year in which they were broadcast.

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s r s u e o c R e

27

https://www.techsmith.com/blog/why-video-is-important/ https://www.eztalks.com/unified-communications/types-of-visual-communication.html https://lisettewillemsen.wordpress.com/2012/03/03/history-of-visual-communication/ https://www.eztalks.com/unified-communications/different-forms-of-visual-communication.html https://www.historyofvisualcommunication.com https://www.vcaa.vic.edu.au/Documents/vce/visualcomm/VisualCommunicationDesignSD_2018.pdf https://www.pwc.com.au/the-difference/the-power-of-visual-communication-apr17.pdf https://en.wikipedia.org/wiki/Photograph https://en.wikipedia.org/wiki/Visual_communication http://penta3.ufrgs.br/CAEF/PCNArte/artesvisuais.html https://www.educamaisbrasil.com.br/enem/artes/artes-visuais https://www.ipaustralia.gov.au/understanding-ip/getting-started-ip/types-of-ip https://www.shutterstock.com https://agenciamkb.com.br/2015/04/09/o-que-e-comunicacao-visual/

28

This book will explain in a very reduced and clear way about visual communication. Exemplifying themes related to the subject such as general history and the autor history on visual communication, It will also talk about some types and some applications of the subject covered.

Doing a quick analysis on the methods (traditional and contemporary), going through laws and copyright and as a form of curiosity I will comment on the possible future of visual communication