Elements of Visual Communication
Research shows that humans judge and create an impression within seconds of looking at something. We are built to infer basis visual cues, which pegs the quality of visual communication on a high pecking order. If the visuals don’t look appealing then it is unlikely that the consumer will make a purchasing decision and the cost spent on the communication medium will be lost. For most brands making the consumer make the first purchase is very important since it drives future sales and word of mouth promotion. Loyal customers are the best brand ambassadors and they will align with the brand only if they like the brand’s style of communication. We list down a few elements of Visual communication which play a vital role:
Points & Lines
In Visual Communication, points can be used to bring out the effective patterns, decoratives, symbols and many more. It is used to show the location of something and to indicate the identity. Designers use points to catch the eyes of the audience to a piece of particular information. While creators make the best use of line to create a shape, tone, form or texture. In architectural and engineering drawings, lines are used to represent information. The appearance and size of the lines are used according to the requirement.
Shape & Form
To make the audience think visually, creators use shapes. Shapes and forms add more meaning to words. When one fall short of words they express their meaning using shapes. Forms is the three-dimensional nature of an object. Elements like texture, tone and colours are used to make the 3-D touch effective.
According to the studies, colours play an important role in changing the mood. If there were no colours, our life would’ve been mundane. Be it painting, hoarding or films, colours play a pivotal role in everyone’s life. All artists of Visual Communication use colours in an effective way to attract the audience. Have you ever wondered, why popular social media sites use blue colour? The blue colour represents calmness, reliability and trustworthiness. Colours also define the readability of the content, eye-strain and the ability to attract the audience. One needs to keep in mind while choosing colours in order to gain a favourable response.
The type of fonts we use, leave an imprint on the mind of the readers. One can’t use Comic Sans in order to be taken seriously. The typography should be used effectively as it may cause an emotional response. It should be used in coordination with the images, colours, videos and other elements as it defines the tone of the content.
The overall representation of a design is determined by the placement of elements. It should follow the brand’s style and image. To make the message influence the audience, the layout should be used efficiently. Correct Position and sequence of the texts or images play a vital role in the success of the layout. The designer needs to put more emphasis on the layout while designing advertisements, media publications and company’s documents.
All the aforementioned elements are essential for creating a constructive design and following them effectively a foolproof strategy to reach the target audience.