Visual Rhetoric In Visual Communication
VISUAL COMMUNICATION
VISUAL RHETORIC
What is Visual Communication?
What is Metaphor?
The representation of a person, place, thing, or idea that suggests a particular association or point of similarity.
How does bad design make you feel? What do you liken it to?
What is Metaphor?
The representation of a person, place, thing, or idea that suggests a particular association or point of similarity
From Makeness.com: “I hate bad design. It’s like an itch I can’t scratch. It litters the internet like stinky half-smoked cigarette butts.”
What is Visualisation?
Basically:
Understanding
+ Imagination & Cognitive abilities
(rational process and intelligence)
= Solution
What is design of materials?
Kolestor is an
anti-cholesterol medication which was represented by a 3D direct mail piece sent to cardiologists in the form of the upper part of the human body with a zipper to simulate heart surgery. The "It's not that easy" tagline suggests that heart surgeries really aren't as easy as unzipping a zipper.
Agency: Grey Worldwide Istanbul, Turkey. Source: Direct Daily
What is design of materials?
Saatchi & Saatchi DGS' solution for Westpac (import/export) was a direct mail campaign that looks like a shark fin on one side. This gives the piece immediate impact while also illustrating the idea that trouble is beneath the waters. When it's flipped over, the mailer turns into a keel to steer you through the storm.
Agency: Saatchi & Saatchi DGS Client: Westpac New Zealand
How do you ‘read’ pictures?
What is Visual Rhetoric?
A form of communication that uses images to create meaning or construct an argument.
… but what is ‘rhetoric’?
The art of effective or persuasive speaking or writing.
… but what is ‘art’ in Visual Rhetoric?
Class Exercise!
Write a caption for each picture, using your own interpretation. Captions can be humourous, dramatic, or factual.
End of Lecture
VISUAL RHETORIC
What is Visual Communication?
What is Metaphor?
The representation of a person, place, thing, or idea that suggests a particular association or point of similarity.
How does bad design make you feel? What do you liken it to?
What is Metaphor?
The representation of a person, place, thing, or idea that suggests a particular association or point of similarity
From Makeness.com: “I hate bad design. It’s like an itch I can’t scratch. It litters the internet like stinky half-smoked cigarette butts.”
What is Visualisation?
Basically:
Understanding
+ Imagination & Cognitive abilities
(rational process and intelligence)
= Solution
What is design of materials?
Kolestor is an
anti-cholesterol medication which was represented by a 3D direct mail piece sent to cardiologists in the form of the upper part of the human body with a zipper to simulate heart surgery. The "It's not that easy" tagline suggests that heart surgeries really aren't as easy as unzipping a zipper.
Agency: Grey Worldwide Istanbul, Turkey. Source: Direct Daily
What is design of materials?
Saatchi & Saatchi DGS' solution for Westpac (import/export) was a direct mail campaign that looks like a shark fin on one side. This gives the piece immediate impact while also illustrating the idea that trouble is beneath the waters. When it's flipped over, the mailer turns into a keel to steer you through the storm.
Agency: Saatchi & Saatchi DGS Client: Westpac New Zealand
How do you ‘read’ pictures?
What is Visual Rhetoric?
A form of communication that uses images to create meaning or construct an argument.
… but what is ‘rhetoric’?
The art of effective or persuasive speaking or writing.
… but what is ‘art’ in Visual Rhetoric?
Class Exercise!
Write a caption for each picture, using your own interpretation. Captions can be humourous, dramatic, or factual.
End of Lecture