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Визуальное сообщение - Visual communication

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Визуальное сообщение
Visual communication

Visual communication

Communication using graphical material shares the same requirements as film or video storytelling. There is a need to attract and hold the attention of the viewer before information can be absorbed. Sometimes the viewer can be overloaded with detail. For example, a weather forecaster standing in front of a weather chart with animated graphics and text presents the viewer with three sets of competing data.

The weather forecaster is one 'message', and every time they move, wave their arms at the chart, or speak, they claim the viewer's attention. The chart also needs to be deciphered by the viewer, and the information absorbed. Moving weather symbols compete for attention and need to be decoded. It is hardly surprising, with attention split three ways, that some people, after a weather forecast, have little or no idea what tomorrow's weather is going to be.

At the other end of visual communication is the use of international symbols or icons. The fragility of a wine glass is immediately understood when the symbol is displayed on the side of a parcel. The function of a lever attached to a car steering wheel imprinted with a windscreen wiper symbol is trans¬parently obvious. Good graphics should have the same clarity and intensity as traffic signs or interna¬tional symbols. They should immediately command attention, be decoded, and understood with little or no supporting text.

Good visual communication contains:
  • simplicity - unnecessary detail is eliminated with not more than three or four competing subjects for attention;
  • accessibility - the main subject/topic is quickly understood as the message may be on the screen for a limited time;
  • clarity - television screens vary in size, technical quality and viewing conditions therefore the message must be legible even in imperfect viewing conditions;
  • impact - a visually dynamic design to compete, but not conflict, with surrounding visuals;
  • no ambiguity - the observer's eye must be guided with unmistakable certainty to the principal message displayed.

The visual design elements that can be used to create these characteristics include:

  • movement;
  • colour, texture, pattern, tone;
  • grouping and organization;
  • visual weight and balance;
  • a balance or contrast between figure and background;
  • line, curve, rhythm, direction;
  • compositional emphasis of the main subject.

Effective computer graphics depends on a clear produc¬tion brief in order that the image supports the script.

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