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We express and receive visual messages on three levels: Representational, Abstract, and Symbolic
The representational visual information is the most effective level to utilize in the strong, direct reporting of the visual details of the environment. The representationality, the realistic report of what is seen, is natural to the camera. Beyond a realistic 3D model, the closest thing to actually seeing a bird in direct experience would be a carefully exposed and focused photograph in full and natural color.
The representational visual information is the most effective level to utilize in the strong, direct reporting of the visual details of the environment. The representationality, the realistic report of what is seen, is natural to the camera. Beyond a realistic 3D model, the closest thing to actually seeing a bird in direct experience would be a carefully exposed and focused photograph in full and natural color.
A bird then can be fixed in time and space through a photograph. A highly realistic painting or drawing can come close the accomplishing the same thing.
The photograph can be judged as more closely life like, but the artist's work can be clearer in detail because he can control and manipulate them. This can be considered as the beginning of abstraction the removal of
If the movement of the bird is to be emphasized, static, complete details, like the head or the eyes can be ignored. The final form follows the
In the process of abstraction, with the simplification and reduction of visual forms, the basic compositional elements get exposed. The visual relationship between the basic elements and the visual forces that they create, powerfully convey the meaning. This can be observed in Picasso's paintings. In time he abandoned what is familiar in favor of space, form, tone, color and texture.
The advantage of a symbol is that it communicates very fast. On the other hand, if the viewer is not familiar with the symbol beforehand, interpreting its meaning is almost impossible. The more abstract a symbol, the more education is necessary for the symbol to penetrate in people's mind.
Flower of Life.
All these levels of information retrieval are interconnected and overlapping, but can be sufficiently distinguished from each other that they can be analyzed both as a tactic for message making and as to their value in the process of seeing. In graphic design, all these levels of visual representation representational, abstract and symbolic, are used in the creation of visual marks. They can be more precisely classified as pictograms,
A pictogram is a picture which resembles the thing it signifies. There is a one-to-one relationship between a pictogram and what it represents. The prehistoric drawings can be considered as early pictograms. The descriptive and representational quality of these visual marks help to convey valuable knowledge about the practices and activities of thousand years old civilizations to our day.
In time, in addition to pictographs, visual marks that represented abstract concepts or ideas started to being used. The Lascaux Cave, 17000 BC
The Ancient Egypt hieroglyphs consisted pictographs (e.g. man, woman), ideographs (e.g. circle/light/time), and phonetic symbols. But writing just with phonetic symbols (i.e. alphabet) was to be invented by Phoenicians around 1000 BC.
The advantages of pictographic communication was studied with a systematic approach for first time by Otto Neurath in 1920s. Parallel with his motto 'words divide, pictures unite', Neurath introduced ISOTYPE (International System of Typographic Picture Education) in 1936. Isotype was designed to be an alternative to written script and it consisted of pictographic characters used "to create narrative visual material."
ISOTYPE that was originally intended to be used for the education of young children, influenced modern public signage, statistical graphics, and information graphics. The 'stick man' which is an inseparable part of our everyday life owes to Neurath's Isotype
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Icon
Icons are they pictorial signs. primarily used to communicate message in a fun way and therefore enjoy much greater freedom of design. Icons have increasingly undergone a shift in character from informative to entertaining.
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This pictorial sign has an illustrative and therefore direct visual relation to the fire extinguisher it designates. The photo faithfully reproduces the extinguisher in all details.
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In graphic design practice, when a visual mark represents a company, product or service, it is usually referred as symbol. The typographic word treatment that accompanies the symbol is called a logotype. The visual identity can also be a combination of symbol and logotype, in which case it can be referred as a combination mark.
For the most part, a corporate symbol & logo is used without the slightest alteration. But, 'kinetic'
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List of References: Dondis, Donis A. A Primer of Visual Literacy. MIT Press, 1973. Meggs, Philip B. Type & Image: The Language of Graphic Design. NY: John Wiley and Sons Inc., 1989. Thomas, Gregory. How to Design Logos, Symbols and Icons. North Light Books, 2000.