As creative beings whom dream, imagine, wonder, and question the way the world is perceived, visual communication is a vital factor of everyday life, through which ideas are communicated, narrative projected, and actions portrayed. As a contemporary humanity within a digital and visually vibrant world, images and symbols are so heavily relied on as a visual aid to guide us and to provide information that text has incapability of doing alone and we depend on visual's to give us definition to our surrounding reality. Throughout history, the power of an image has shaped the reality we as individual's live, it can educate us, brain wash us, intimidate us, give us power, it can open minds, has the potential to give individuals inspiration and determination, in way that words ultimately cannot.
From the cradle of civilisation the ambiguity of visuals have been given meaning and significance through the hierarchy of, which has ultimately serves transform image into communicative information. Three forms of art have derived from this hierarchy, through which visual identities have greatly changed over the space of time and have become appropriate to suit the next generation. These three forms are, fine art, which has occupied visual communication from primitive existence to the present day. It was fine art that observed the transition from neolithic pictographs, that represented information through basic symbolism, and conveyed knowledge and schematics rather than narrative, to the digital age, within which art is visually communicated through ever advancing digital technology, confronting viewer's and challenging certain ideals of life. It is important to consider that fine art is not restricted to pen and paper, that it steps into the digital present day world, however it is separate to commercial art in the sense that fine art is produced to push, and in some circumstances, to break boundaries, and to create an impression that is visually communicated to its targeted audience.
Popular Culture, deriving from the 60s, is a mass produced form of visual communication that brings ideas, perspectives and attitudes with images in order to confront, appeal, and give shape to society. Popular culture design is often a controversial form of communication, as it strips away individuality and in its place develops an artificial, yet seemingly appealing brand name. It is popular culture that generates stereotypes, gives glamour to fame, and sets unrealistic expectations for consumers to model themselves upon.
Commercial art, taking shape in the industrial age however excelling to its highest success in within the digital age, targets the consumer directly, employing popular culture to visually communicate the nature of a product. Commercial art, relies on advertisement and good principles of design to draw in the viewer and to make them believe in the product.
Both and combined and individually, these three forms of art hierarchy serve as codes within a culture, that make sense and produce meaning for a person within culture however may appear ambiguous to someone who is not. Within cultures, form sub cultures and special interest groups, interpret these codes and make them their own so as to give them a visual identity and recognition.
Semiotics - The Study of meaning
Meaning, particularly that within an image or the visual source, can be interpreted and hence understood through a three part process, materiality, formalism and content. Materiality, within each culture has different materials available to it, which are selected by the artist or designer. Formalism refers to the elements that give shape to meaning, for example, line, colour, form, perspective, and composition. Finally, the content of a visual source can be defined through denotation, what the viewer perceives visually, and connotation, the actual meaning attached to such.
Ways in which we communicate non verbally to distinguish ourselves from sub culture or social class
facial expressions
tattoos/make up
fashion
change of profile
materialistic possessions
personal environment
The Culture we live in has produced many media forms for visual communication to be transmitted :
Motion picture-films, animation
television
internet
global media road and traffic signage
photography
computer games
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