Visual communication tools include posters

Running head: VISUAL COMMUNICATION 1
Visual Communication
Name
Institutional Affiliation

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Introduction
Visual communication is vital towards information relay to the intended audience. The
core goal of visual communication is a successful impartment of a message to the intended
audience. As such, focusing on design elements, principles, methods, media, and materials are
critical to the presentation of vital information. Visual communication tools include posters,
logos, publication, and web designs that ought to follow a specific format. This paper aims to
examine existing visual communication tools which include design elements, design principles,
and communication techniques in order to generate an insight about information relay.
Design Elements
These are the building blocks of design. They include points or dots, lines, shapes, texture, size
or scale, space, colour or value (OShell, 2017). Points or dots are the building blocks of any
design element. Every other design element with a distinguishable centre is basically a dot
irrespective of its size. Points or dots provide a reference point relative to other forms and space
around them. A line is a series of points next to each other. The main purpose of a line is to
connect or unite. Lines provide movement and direction. As a design element, lines add strength,
add continuity, create a mood and controls audience eye path.
Shapes can also control audience eye path but they mainly act as natural organizers of structure.
They also help to grow interest in the design. Shapes are effective design elements because they
sustain interest, separate design elements, organize elements in design and finally controls
audience eye path. Value is the relative lightness or darkness of an object. Value is used as a
design element to determine the mood of a piece. Value is effective because it creates a mood,
acts as background, establishes contrast and sets direction. Colour spices up shapes, fills and
adds meaning to designs. Colour is an effective design element because it organizes elements,
controls eye path, establishes contrast, adds interest and finally sets mood on a message. Texture
is a design element which supports the context of the design. Texture is an effective design
element because it creates interest, acts as background and supports context. Type or text or
typeface is a versatile design element. Type gets across ideas because it can create mood, add
strength and continuity.
Design principles

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Design principles provide criteria that describe formal intentions. Design principles include
balance, symmetry and asymmetry, rhythm and emphasis, hierarchy and emphasis (Postell,
2012). Hierarchy points to priority and relative value of design. This controls the sequence in
which audience see information. Hierarchy is achieved through manipulation of location, colour,
size, texture and shape. Hierarchy affects how well the audience understands the message being
presented (Malamed, 2015). Scale or size is a design principle that refers to the relative size of
elements. Scale forms a visual hierarchy since bigger elements appear as if they are nearer to the
audience giving them more visual sight. Balance is another design principle element which
means organizing elements so that their visual weight is spread uniformly. It is perceived that
visual elements are heavier when they are big, dark, high contrast and complex. In addition,
elements that are farther out near the edge of the graphic space have additional visual weight that
centred elements.
A designer can attain balance in a layout by implementing symmetrical and asymmetrical design.
A symmetrical design is created when elements are centred along a vertical or horizontal axis so
that they are uniformly spread on both sides. Symmetrical design is attractive and projects
firmness and accord. Asymmetrical layout is achieved when elements are placed in an unequal
arrangement with respect to the axis. This generates stiffness and uncertainty. Since an
asymmetrical layout uses the whole graphic space, there is more area to highlight some elements
by making some bigger than the others.
Communication techniques
Visual communication refers to communication through the use of visual aids. Visual rhetoric
also recognized as the art of persuasion is the use of images as argument. It can be used to
inform, motivate or entertain an audience. It can also bring forth an argument to a particular user
group, lure or persuade them to think or act contrarily. A visual metaphor is an image that the
viewer is intended to recognize as a representation for something else. Visual metaphors can be
clear, indirect, hilarious, or mocking, but they form a relationship of imagery that designers have
used to assist communicate information without words.
Conclusion

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Visual communication is reliant on different tools and techniques. At the core of the
communication process is the use of principles geared at successful information relay. A defining
factor is the use of clear and concise information to ensure that the audiences get the message
accurately and precisely.

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References
Malamed C. (2015). Visual Design Solutions: Principles and Creative Inspiration for Learning
Professionals. John Wiley & Sons, USA
Postell J. (2012). Design. John Wiley & Sons Inc. USA
OShell R. (2017). PRINCIPLES OF VISUAL COMMUNICATION: A COMPREHENSIVE
GUIDE. USA

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Appendix
1. Design Elements
a. Points or Dots
b. Line
c. Shape
d. Value

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e. Colour
f. Texture
g. Type