Graphics Reference
In-Depth Information
There are a number of factors that influence the process of visual communication and these
include individual differences, variations in cultural experience and social/cultural condi-
tioning, contextual variations and temporal differences.
Aside from the individual differences in visual and cognitive processing discussed above,
visual communication is also open to the influence of cultural differences and these are
brought about by variations in social and cultural conditioning. That is, we acquire mean-
ing of visual symbols and signifiers as well as emoticons and religious symbolism through
social and cultural conditioning; while the connotations and meanings of many visual ele-
ments and symbols used in art and which emerged during various periods such as the
Renaissance tend to be acquired through education.
21,22
Hence, the meaning of visual ele-
ments, symbols and signifiers may vary between sender and receiver due to variation in
social and cultural conditioning, and learning.
The effectiveness of visual communication is also dependent on the influence of contextual
variation as well as temporal differences. That is, the meaning of visual imagery may
change depending on context and changes that occur according to timeframe and trend.
Highly effective visual imagery can be deciphered without the benefit of conditioning or
learning, irrespective of individual, cultural, contextual or temporal differences.
The film posters for
Oceans 11
(2007) and
Oceans 12
(2010), designed by Neville Brody,
feature minimal visual elements: large red numbers, figures in black suits, grey shadows,
film details (actors' names and release date) on a white background but no film title. The
perspective in each poster and the apparent lack of detail is intriguing, and both of these
aspects suggest information about each film's narrative and hence subtly invite the viewer
to find out more about each film.
