INTRODUCTION TO VISUAL COMMUNICATION

PART – A

1. Communication

· Communication is the transfer of information form one person to another.

· It is the process of sending and receiving messages

2. Visual communication

· Visual communication is the conveyance of ideas and information through visuals.

· Visual communication in part or whole relies on eyesight.

· Visual communication includes signs, typography, drawing, graphic design, illustration, industrial design, advertising, animation, color, and electronic resources

3. Gestures

· It is a non-verbal communication.

· It is communication through body movement.

· Especially hand or head to express an idea. Eg – saying bye

4. Kinesics

· It is a non-verbal communication.

· Interpretation of body motion communication such as facial expression, gestures are kinesics.

5. Noise

· The sound which disturbs the communication processes is noise.

· Because of noise the receiver is not able to receive message properly.

6. Feedback

· It is respond to the communicated message.

· The communication process is completed once the feedback is reached to the sender

· It completes the communication cycle

7. Visual language

· Visual language is defined as a system of communication using visual elements.

· Visual expression in these forms can cross over traditional language barriers and serve as a universally understood language.

8. Psychological noise

· Psychological noise is a type of interference that occurs within our minds as we try to communicate with others.

· Example - Hunger, fatigue, headaches, pain, and physiological effects from medicine that affect the way you think or feel.

9. Semantics

· Semantic is the study of meaning, signs and symbols used for communication.

· Example: A child could be called a child, kid, boy, girl, son, daughter.

10. Message

· A message is defined as information conveyed by words (in speech or writing), and/or other signs and symbols.

· A message (verbal or nonverbal, or both) is the content of the communication process. The sender conveys the message to a receiver.

11. Encoding

· Converting our idea or thoughts into symbol, such as text, audio, video, etc.

· In a communication process the sender encodes the message.

· Ex – A person encodes his friend’s birthday wishes in the form of text, visual (greeting card), voice message, etc.

12. Decoding

· Converting symbols such as text, audio, video, etc. into meaningful message is called decoding.

· In a communication process the receiver decodes information

· Ex – A person understand his birthday wishes message from the received text, visuals, voice message, etc.

13. Gaze motion

· The pattern of gaze movement describes the moving directions of eyes

· The gaze movement of viewers may vary depends on their cultural backgrounds

14. Balance

· Balance in design is the distribution of elements of the design.

· Large, dense elements appear to be heavier while smaller elements appear to be lighter.

15. Symmetrical balance / formal balance

· Symmetrical balance refers to balance that is achieved by arranging elements on either side of the center of a composition in an equally weighted manner.

· Symmetrical balance can be thought of as 50/50 balance or like a mirror image.

16. Asymmetrical balance / informal balance

· Asymmetrical balance results from unequal visual weight on each side of the composition.

· Designers can use asymmetry to create balance and harmony even though two sides of the design do not mirror one another

17. Semantic barrier / semantic noise

· It refers to the misunderstanding of message by the receiver

· The meaning of words, signs and symbols might be different from one person to another and the same word might have hundreds of meanings.

18. Body language

· Body language is a type of nonverbal communication that relies on body movements (such as gestures, posture, and facial expressions) to convey messages.

· Body language may be used consciously or unconsciously.

· It may accompany a verbal message or serve as a substitute for speech.

19. Optical illusion

· An optical illusion is something that tricks your eyes so that what you think you sees is different from what is really there.

· Ghost image is an optical illusion that refers to an image continuing to appear in one's vision after the exposure to the original image has ceased

20. Saturation

· Color saturation refers to the intensity of color in an image.

· It refers to the dominance of hue in the color.

· On the outer edge of the hue wheel are the 'pure' hues.

21. Primary emphasis

· The elements that your user needs to see should be classified as primary information.

· These elements should have the most emphasis.

· Ex – the name of the organization in a visiting card

22. Secondary emphasis

· The elements that you want your users to see (but aren't required to) should be classified as secondary information.

· They should not stand out more than the primary information.

· Ex – the address of an organization in a visiting card

23. Logo

· A logo is a graphic mark, emblem, symbol or stylized name used to identify a company, organization, product, or brand.

· It may take the form of an abstract or figurative design, or it may present as a stylized version of the company's name

24. Human communication

· Human communication is the field dedicated to understanding how humans communicate.

· Humans communicate to share information’s, thoughts, feelings, etc

25. Visual thinking

· Visual thinking, also called picture thinking is the phenomenon of thinking through visual processing.

· Visual thinking has been described as seeing words as a series of pictures.

26. Colour management

· In digital imaging systems, color management is the controlled conversion between the color representations of various devices, such as image scanners, digital cameras, monitors, TV screens, computer printers, etc.

· Color management prevents color variations.

27. Perception

· The ability to see, hear, smell, taste, touch and become aware of something.

· Eg- when we see the object, we perceive the shape and color of the object.

28. Sensory perception

· An individual or organism must be capable of performing neurophysiological processing of the stimuli in their environment for them to possess what is called a sensory perception.

· This processing happens to be done through the organ, usually called “the senses” like hearing, vision, taste, smell, and touch.

29. Linear perspective

· Linear perspective, a system of creating an illusion of depth on a flat surface.

· All parallel lines in a painting or drawing using this system converge in a single vanishing point on the composition's horizon line.

30. Colour theory

· Color theory is the study of color in art and design, their relationships with each other and principles used to create harmonious color schemes.

· In order to choose the right colors and color combinations, it is important that the graphic designer has a basic understanding of color theory.

31. Visual power

· Visual power is the force in the visual process enabling one to see equally well in reading a sign at twenty feet and in the next split- second reading a paragraph in a book at twenty inches or less and do both in comfort.

32. Primary colours

· Sets of colors that can be combined to make a useful range of colors.

· Red, yellow, and blue are the primary colors.

33. Secondary colours

· A colour resulting from the mixing of two primary colours is called secondary colors.

· Violet, orange, and green are the secondary colors.

34. Denotation

· It is the literal (direct) meaning of a word

· Example - the denotation for “blue” is the color blue.

· Rose is a flower

35. Connotation

· It is the indirect meaning of a word

· For example, blue is a color, but it is also a word used to describe a feeling of sadness

· Rose is a symbol of love

36. Decision making

· The term "decision making" refers to the process that groups go through to identify alternative choices and appropriate way to select an alternative to implement.

· The advantage is that the idea that the whole (group members) is greater than the sum (individual) of its parts.

37. Contrast

· It refers to the arrangement of opposite elements (light vs. dark colors, rough vs. smooth textures, large vs. small shapes, etc.) in a design so as to create visual interest, excitement and drama.

· Contrast helps organize the design and establish a hierarchy which simply shows which parts of the design are most important.

38. Visual culture

· Visual culture is a term that refers to the visible expressions by a people, a state or a civilization, and collectively describes the characteristics of that body as a whole.

· Visual culture, a field of academic study that emphasizes the cultural meaning of a work of art rather than its aesthetic value.

39. Visualization

· Visualization is any technique for creating images, diagrams, or animations to communicate a message.

· Visualization through visual imagery has been an effective way to communicate both abstract and concrete ideas

40. Managerial skill

· Skills management is the practice of understanding, developing and deploying people and their skills.

· Well-implemented skills management should identify the skills that job roles require, the skills of individual employees, and any gap between the two

41. Sender

· It is a person who sends message to the receiver and gets feedback from them.

· Sender starts the communication process and encode the message

42. Channel

· It is a medium which carries information to receiver.

· Eg – TV, radio, newspaper, magazine, cinema, poster, painting, etc

· If any signal problem in TV or radio or printing problem in newspaper or magazine it is called as channel noise.

43. Popular culture

· Popular culture is generally recognized by members of a society as a set of the practices, beliefs, and objects

· The most common pop-culture categories are: entertainment (such as film, music, television and video games), sports, news (as in people/places in the news), politics, fashion, technology, and slang.

44. Line

· A line is a form with width and length, but no depth.

· Artists use lines to create edges, the outlines of objects.

· The horizontal, vertical and diagonal directions of a line can convey different moods.

45. Texture

· Texture refers to the surface quality in a work of art.

· We describe things as being rough, smooth, silky, shiny, fuzzy and so on.

· Some things feel just as they appear; this is called real or actual texture.

46. Barriers to communication

· It is defined as anything that prevents effective exchange of information, thought and ideas.

· Physical, emotional, cultural, language, gender are some of the examples of barriers to effective communication

47. Sign

· Sign is a form of language that directly communicates with the targeted audiences.

· Sign could also mean a usage of gestures to convey information or instructions.

48. Importance of color in a design

· Color creates ideas, expresses messages, spark interest, and generate certain emotions.

· Within the psychology of colors, warm colors show excitement, optimism, and creativity; cool colors symbolize peace, calmness, and harmony.

49. Visual perception

· Perception is the ability to see, hear, or become aware of something through the senses

· Visual perception refers to the brain's ability to make sense of what the eyes see.

· It is also the way in which something is regarded, understood or interpreted

50. Text

· A text is any object that can be "read".

· Text messages are used for personal, family, business and social purposes.

· Governmental and non-governmental organizations use text messaging for communication between colleagues.

· It transmits some kind of informative message.

51. Abstraction

· Abstractions are ideas that are not described in specifics.

· They cannot be physically sensed (seen, heard, felt, touched, or smelled).

· Examples of abstractions can be feelings such as sadness or happiness.

52. Visual impact

· Visual impact means how something you see affects you, or a given public who would be viewing an image.

· So, the stronger an impact the greater the influence.

53. Value

· Value is one of the elements of art.

· Value deals with the lightness or darkness of a color.

· Since we see objects and understand objects because of how dark or light they are, value is incredible important to art.

54. Perspective

· Perspective is a technique for depicting three-dimensional volumes and spatial relationships in two dimensions

· The main characteristic of perspective is that objects appear smaller if it is in long distance from the observer.

55. Visual narration

· A visual narrative (also visual storytelling) is a story told primarily through the use of visual media.

· The story may be told using still photography, illustration, or video, and can be enhanced with graphics, music, voice and other audio.

56. Ideograms

· An ideogram or ideograph is a graphic symbol that represents an idea or concept

· Good examples of ideogram are the red circle that means “not allowed”, or the orange or yellow triangle that means “attention” or “danger”.

57. Symbolic

· Symbols take the form of words, sounds, gestures, ideas, or visual images and are used to convey other ideas and beliefs.

· For example, a red octagon may be a symbol for "STOP". On a map, a blue line might represent a river.

58. Visual literacy

· Visual literacy is the ability to interpret and make meaning from information presented in the form of an image

· Visual literacy concerns how meaning is made in still and moving images.

· It includes non-fiction, textbooks, picture books, art, advertisements, posters, graphic novels, comic strips, animations, film clips, web pages, etc.

59. Proxemics

· Proxemics is the study of how people use and perceive the physical space around them.

· The space between the sender and the receiver of a message influences the way the message is interpreted.

· The perception and use of space varies significantly across cultures

60. Harmony

· Harmony can be described as sameness, the belonging of one thing with another.

· The repetition of design elements like colour, texture, shape, and form is one of the easiest ways to achieve harmony to create a composition.

61. Analogue colour

· Analogous colours are groups of three colours that are next to each other on the colour wheel

· Red, orange, and red-orange are examples.

· An analogous color scheme creates a rich, monochromatic look

62. Pictrograms

· A pictogram is a symbol that conveys meaning through its resemblance to a physical object.

· Examples of pictograms include way finding signage, such as in airports and other environments where many people may not be familiar with the language of the place they are in

63. Perceptual learning

· Perceptual learning process by which the ability of sensory systems to respond to stimuli is improved through experience.

· Perceptual learning occurs through sensory interaction with the environment as well as through practice in performing specific sensory tasks.

64. Rhythm

· Rhythm is a principle of design that suggests movement or action.

· Rhythm is usually achieved through repetition of lines, shapes, colors, and more.

· It creates a visual tempo in artworks and provides a path for the viewer's eye to follow

65. Dominance

· The principle of dominance applied to how the different elements of design can be adjusted to give emphasis to an object.

· If a design does not have a form of dominance will make the art work feel boring, monotonous and confusing.

66. Pragmatics

· Pragmatic language refers to the social language skills that we use in our daily interactions with others.

· This includes what we say, how we say it, our non- verbal communication (eye contact, facial expressions, body language etc.) and how appropriate our interactions are in a given situation

67. Cool colour

· The phrase cool color is used to describe any color that is calm or peaceful in nature.

· Cool colors typically make a space seem larger.

· Examples of cool colors include green, blue and violet.

68. Warm color

· The phrase warm color is used to describe any color that is vivid or bold in nature.

· Warm colors are those that tend to advance in space and can be overwhelming.

· Examples of warm colors include red, yellow and orange (Ex-fire and volcanoes).

69. Rhetoric model

· It focuses on public speaking : speaker – speech – occasion - audience – effect.

· Ex : Speaker is Alexander, his speech about invasion, in the occasion of war field, to his soldiers (audience), to defeat Persia (effect) is an example for this model.

70. Design element

· The Elements of Design are the language of the visual arts.

· These elements are most relevant to two-dimensional (flat) art works.

· Other elements related to three-dimensional art such as mass and volume.

71. Graphic designing

· Graphic design is the process of visual communication through the use of typography, photography, iconography and illustration.

· The field is considered a subset of visual communication and communication design

72. Shape

· A shape is a two- or three-dimensional object

· A shape can live in different areas in space, and have other elements like line, color, texture, or movement.

· Shapes come in two different types: geometric and organic.

73. Design execution

· Design Execution is the last long mile of any User Centered Design project

· Design Execution is a skill based activity where the designer collaborates with various skill disciplines like Graphic Design, Animation, Illustration, Packaging, Product Styling, Brand Identity etc.

74. Intercultural communication

· Intercultural communication is the exchange of cultural information between people with significantly different cultures.

· Intra - cultural communication is the exchange of meaningful messages between members of the same cultural group.

· The primary purpose of intercultural communication is to increase understanding of culturally mediated communication phenomena.

75. Design implementation

· "The design" is the output of the process of "Designing a thing".

· "Implementing a design" means actually doing the work to convert the idea (the design) into something real.

76. Design process

· It’s a systematic series of steps that helps to define, plan and produce a creative design.

· It allows us to be efficient, transparent and focused on creating the best design.

77. Complementary colours

· Complementary colors are any two colors which are directly opposite each other, such as red and green and red-purple and yellow-green.

· Complementary colors may also be called "opposite colors."

78. Visual form

· There are many visual forms such as painting, drawing, printmaking, sculpture, ceramics, photography, video, filmmaking, design, crafts, and architecture.

· These forms are used to communicate the information visually

PART - B & C

1. Elements of communication

1. Sender

He is the person who sends his ideas to another person. For example, if a manager wants to inform his subordinates about the introduction of a new product, he is the sender.

2. Message

The idea, feeling, suggestion, guidelines, orders or any content which is intended to be communicated is message. For example, message is the introduction of new product.

3. Encoding

It is the process of converting the idea, thinking or any other component of message into symbols, words, actions, diagram etc. For example, message is connected in words and actions.

4. Media (Channel)

It is the medium, passage or route through which encoded message is passed by the sender to the receiver. There can be various forms of media-face to face communication, letters, radio, television, e-mail etc. For example manager inform about the introduction of a new product in a meeting through presentation.

5. Decoding

It means translating the encoded message into language understandable by the receiver. That means the symbols, words, actions, etc are understand by the receiver as message.

6. Receiver

He is the person to whom the message has been sent. For example, subordinates are receivers.

7. Feedback

It is the response by the receiver. It marks the completion of the communication process.

8. Noise

It is the hindrance in the process of communication. It can take place at any step in the entire process. It reduces the accuracy of communication e.g. 1) Disturbance in the telephone lines, 2) An inattentive receiver 3) Improper Decoding of Message etc.

2. Need and significance of human communication

Survival – Communication is useful for a person to survive because he is depending on others

Relationship – Communication is used to build relationship. It is to identify relationship among people to accomplish different task

Persuasion – Communication is used to influence others. Advertisement, political meetings are used to influence public

Power – It is used in business organization to command power over others

Social need – Communication used to fulfill one’s desire in the society

Information – It is exchange of information from one person to another. It can be news, ideas, entertainment.

Decision making – Communication is used to take decision on various matters among family / in society

Publicity – Communication is used to announce message to public. Advertisements are used to announce about the product

3. Distinguish – connotation, denotation and contextual meaning

Denotation

· Denotation is the literal meaning of a word.

· Denotation is the standard definition of a word

· For example, take the word "rose."

· The picture heart is parts of our body

Connotation

· Connotation is an indirect meaning of a word.

· Connotation is the feeling evoked by a word.

· Example – rose is the symbol of love

· It is also symbol of love

Contextual meaning

· The definition of contextual is depending on the context, or surrounding words, phrases, and paragraphs, of the writing.

· A word has two different meanings depending upon what words are around it.

4. User interface design

A user interface (UI) is how a user interacts with a device or application. UI design is the process of designing interfaces to make them easy to use and provide a user-friendly experience. A UI includes all of the things a user interacts with—the screen, keyboard and mouse—but in the context of graphic design, UI design focuses on the user’s visual experience and the design of on-screen graphic elements like buttons, menus, micro-interactions, and more. UI designers specialize in desktop apps, mobile apps, web apps and games.

Examples of user interface graphic design

· Web page design

· Game interfaces

· App design

5. Visual perception and its significance

· Visual perception is the ability to perceive our surroundings through the light that enters our eyes.

· The visual perception of colors, patterns, and structures has been of particular interest in relation to graphical user interfaces (GUIs) because these are perceived exclusively through vision.

· Physiologically, visual perception happens when the eye focuses light on the retina.

· Within the retina, there is a layer of photoreceptor (light-receiving) cells which are designed to change light into a series of electrochemical signals to be transmitted to the brain.

· Visual perception occurs in the brain’s cerebral cortex

· Different attributes of visual perception are widely used in GUI design

· Many designers apply Gestalt principles (i.e. how humans structure visual stimuli) to the design of GUIs so as to create interfaces that are easy for users to perceive and understand

Importance

· The visual perception skill of visual attention is what allows us to cut out distractions in the environment in order to focus on what is important.

· Reading is one of the main ways that we acquire knowledge, it is evident how important visual processing is to learning.

· Perception is how we draw conclusions from sensory experiences. Two people may perceive the same sensory experience differently.

6. Characteristics of an effective graphic design

· Good graphic design is innovative.

· Good design makes a product useful. A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological.

· Good design is aesthetic.

· Good design makes a product understandable. It clarifies the product’s structure.

· Good design is honest. It does not make a product more innovative, powerful or valuable than it really is.

· Good design is long-lasting

· Good design is thorough down to the last detail. Nothing must be left to chance.

· Good design is environmental-friendly. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product.

7. Visual literacy

· Visual literacy is the ability to interpret, negotiate, and make meaning from information presented in the form of an image

· It commonly signifies interpretation of a written or printed text.

· Visual literacy is based on the idea that pictures can be "read" and that meaning can be through a process of reading

· Visual literacy, otherwise known as visual skill, is the foundation of learning.

· Children read pictures before they master verbal skills.

· Visual literacy allows individual learners to interpret art and visual media as they come into contact with them.

· Visual literacy is a skill and a necessary ability to interpret what is shared online and distributed in any other form of visual media.

· A perfect example of this are road and safety signs. If you know how to read road signs in your local area, then you can be confident that even if you are new to a place

· Visual literacy offers a deeper connection with all kinds of texts and encourages analytical interpretations of what is represented and their hidden meanings.

· It is a skill that eliminates barriers to learning.

· Example - Stories of ancient history made it to our books and online media distribution databases

· Visual literacy guides consumers in their buying decisions.

8. Semiotics

· Semiotics is an investigation into how meaning is created and how meaning is communicated.

· Its origins lie in the academic study of how signs and symbols (visual and linguistic) create meaning.

· A sign is defined as anything that communicates a meaning

· Signs can communicate through any of the senses, visual, auditory, tactile, etc.

· Semiotics includes the study of signs and sign processes (semiosis)

· A sign is a mark or shape that always has a particular meaning, for example in mathematics or music.

· It is the smallest unit of meaning.

· It is able to communicate information to the one interpreting or decoding the sign.

· It can work through any of the senses, visual, audio, touch or taste.

Signs

In each case, the sign can be broken into two parts, the signifier and the signified. The signifier is the thing, item, or code that we ‘read’ – so, a drawing, a word, a photo. Each signifier has a signified, the idea or meaning being expressed by that signifier. Only together do they form a sign.

A good example is the word ‘cool.’

The word ‘Cool’ – Signifier.

Temperature – Signified.

Types of signs

(i) Iconic sign

The icon is the simplest pattern that physically resembles what it stands for. Example picture of a computer on the desktop screen is an icon for the my computer

My computer (word) – Signifier

My computer (picture) - Signified

(ii) Indexical sign

Dark cloud – Signifier

Rain – Signified

Indexical signs have a cause-and-effect relationship between the sign and the meaning of the sign. There is a direct link between the two. Dark cloud might be the indexical sign of rain

(iii) Symbolic sign

No parking (text) – Signifier

Symbol - Signified

Symbol is an object that represents idea, visual image. They take the form of words, sounds, visual images and are used to convey ideas.

A Symbolic sign has no resemblance between the signifier and the signified. The connection between them must be culturally learned. Numbers and alphabets are good examples. There’s nothing inherent in the number 9 to indicate what it represents. It must be culturally learned.

· Symbols are representations of an event, action, object, person, or place that can be used to communicate about the event, action, object, person or place

· A symbol is a something that is accepted by certain group of people or general population.

· It can be interpreted differently by people from different backgrounds.

· A cross is an example of symbol that has been universally accepted as representing Christianity.

· Symbol is a form of a sign that may have deep meaning. It can be interpreted in different ways since its meaning may not be universally shared by different people.

· Without symbols we cannot transport an idea from our environment to our brain, from one part of our brain to another, or from one person to another.

9. Design (in Visual Communication)

· Visual communication design is a creative process that combines the visual arts and technology to communicate ideas.

· It begins with a message that, in the hands of a talented designer, is transformed into visual communication that transcends mere words and pictures.

· By controlling color, type, movement, symbols, and images, the visual communication designer creates and manages the production of visuals designed to inform, educate, persuade, and even entertain a specific audience.

· Communication design is a mixed discipline between design and information-development

· It is concerned with how media intervention such as printed, crafted, electronic media or presentations communicate with people.

10. Design principles

The principles of design are the rules a designer must follow to create an effective composition that cleanly delivers a message to the audience. The following are the principles of design

Balance

Every element of a design – typography, colors, images, shapes, patterns, etc. carriers a visual weight. Some elements are heavy and draw the eye, while other elements are lighter. The way these elements are laid out on a page should create a filing of balance. Balance is either symmetrical or asymmetrical. Symmetrical balance is when the weight of elements is evenly divided on either side of the design, whereas asymmetrical balance uses scale, contrast, and colour to achieve the flow in design.

Proximity

Proximity helps in creating a relationship between similar or related elements. These elements need not be grouped; instead, they should be visually connected by way of font, colour, size, etc.

This image is an example of ‘Proximity.’ Here, a consistent shape (circle) and colours create an organized design.

Alignment

Alignment plays a pivotal role in creating a seamless visual connection with the design elements. It gives an ordered appearance to images, shapes, and blocks of texts by eliminating elements placed in an inappropriate manner. The text, shape and image have been lined up in the middle, creating an ‘Alignment.’

Repetition

The principle of repetition simply means the reusing of the same or similar elements throughout the design. Repetition of certain design elements in a design will bring a clear sense of unity, consistency, and cohesiveness. Repetition can be regular or irregular and even or uneven. Repetition creates a particular style, creates cohesiveness, creates emphasis, hierarchy structure and strengthens a design.

Contrast

Contrast happens when there is a difference between the two opposing design elements. The most common types of contrast are dark vs. light, contemporary vs. old-fashioned, large vs. small, etc. Contrast guides a viewer’s attention to the key elements, ensuring each side is legible. This image has been darkened to allow the text to create a sharp contrast against the background.

Emphasis

Emphasis deals with the parts of a design that are meant to stand out. In most cases, this means the most important information the design is meant to convey. It can also be used to reduce the impact of certain information.

Proportion

Proportion is the visual size and weight of elements in a composition and how they relate to each other. It often helps to approach the design in section, instead of as a whole. It is the size of the elements in relation to one another. Larger elements are more important than smaller elements.

Movement

Movement is controlling the elements in a composition so that the eye is led to move from one to the next and the information is properly communicated to the audience.

Rhythm

The space between repeating elements can cause a sense of rhythm to form, similar to the way the space between notes in a musical composition create a rhythm. Rhythms can be used to create a number of feelings. They can create excitement and consistency.

Unity

Unity is achieved when each individual element within a design comes together to reveal a singular cohesive vision. Unity allows each individual element to coexist with one another to form an aesthetically pleasing design despite its internal components differing in scale, contrast, or style.

11. Process of understanding gestures

· Gestures can be some of the most direct and obvious body language signals.

· Waving, pointing, and using the fingers to indicate numerical amounts are all very common and easy to understand gestures.

· Some gestures may be cultural

The following examples are common gestures and their possible meanings:

· A clenched fist can indicate anger in some situations or unity in others.

^·A thumbs up and thumbs down are often used as gestures of approval and disapproval.

^·The "okay" gesture, made by touching together the thumb and index finger in a circle while extending the other three fingers can be used to mean "okay" or "all right."

· The V sign, created by lifting the index and middle finger and separating them to create a V-shape, means peace or victory in some countries.

12. Role of theories and models in understanding the communication process

· The communication model refers to the visual representation of the communication process.

· The communication model performs certain functions in developing communication skills and efficiency.

· Communication model represents various elements involved in sending and receiving message.

· Communication model is to help in conducting research in the field of communication.

· It is to predict or forecast the success or failure of a particular communication process. One can find out the causes of success or failure of communication.

· Communication model helps to understand the communication process easily and logically.

· It shows how information flows form one person to another in the organization.

· Communication process is a complex issue. Through a model, this complex issue can be presented easily.

13. Advantages of graphic design

Gains attention :The first and foremost thing that a customer looks for is the design of a product. For e.g. - a person went to a shop to buy a pair of shoes will first look the design of the shoes. If the design stands out well among others then it definitely has to be his choice.

Increasing sales :A good design will lead to increased sales as it will be appreciated and practiced by more number of users. The most remember able product is chosen by maximum users and the product is remembered if it is more appealing and attractive through its design.

Ensure trust :Trust is very important in order to get the buyers for your product and convince them about the quality of the product. A professional and a good design help to generate trust among the customers, as it promises to give something new to them.

Builds a professional image :A good design, logo drawings or pictures can help to create a better professional image which could be a good and unbeatable advantage over others.

Provides a better world :Building a good design creates an impact on the user’s mind. We may emphasize to create a better planet by creating a better product through fresh designs and thoughts.

Brings out innovation :Each time a person has to come up with some new ideas and thoughts. It motivates them to look around the things in a creative manner and get the best out of them. Thus it makes the person more innovative and brings its artistic skills from within

14. Elements of graphic design

Design elements are the basic units of any visual design which form its structure and convey visual messages. The elements of design as line, shape, size, texture, value and colour are the materials from which all designs are built.

Dot

Point or dot is the smallest element of graphic design. Designing with dots or points can create a wide variety of visual effects. There are various associations that can be made with positioning a single dot in different areas of a page. Single point in a center of an area can convey calm. Dots form together and create shapes.

Line

Line is an element of art defined by a point moving in space. Lines can be vertical, horizontal, diagonal or curved. They can be any width or texture. And can be continuous, implied, or broken. Different lines create different moods; it all depends on what mood you are using a line to create.

Shape

A shape is defined as a two dimensional area that stands out from the space next to or around it due to a defined or implied boundary, or because of differences of value, color, or texture. Shapes are recognizable objects and forms and are usually composed of other elements of design. Geometric shapes are shapes that can be drawn using a ruler or compass, such as square, circle, triangle, ellipse, parallelogram, star and so on.

Circle has no end-point and thus a symbol of infinity. It conveys less tension than any other areas and is not pulling in any direction. It’s static, balanced and harmonious. The eye is always drawn to the center.

Ellipse – more dynamic than circle. If placed upright it suggests movement upwards, but also instability. Placed horizontally it becomes more static and relaxes.

Square – a rectangle whose sides are parallel, the same length. When the square is on one of its sides – the perception is of calm, stability, functionality. When turned on its point, it becomes more dynamic and playful and unstable.

Rectangle – is a four-sided figure with right angles; the lengths of rectangles must differ clearly to not be confused with square. It can be placed vertically or horizontally. Almost all paper formats are rectangular. It is more active than a square. When set horizontally it is more stable, secure, heavy, supporting, etc. When placed vertically – suggests more lightness, movement, activity and narrowness. When set on one of its points it tends to break composition apart and bring in a feeling of instability and tension.

Triangle – has the strongest directional component of all. When used in design or composition, it is always dynamic, with most acute angle as focal point and lesser angled base as a ground of composition/information. A triangle is used most widely in portraiture paintings.

Color

Color is often deemed to be an important element of design as it is a universal language which presents the countless possibilities of visual communication. Hue, saturation and brightness are the three characteristics that describe colour. Hue can simply be referred to as “colour” as in red, yellow, or green. Saturation gives a colour brightness or dullness. Brightness refers to how much white (or black) is mixed in the color

Type

Type is an important element of design because it literally conveys the message we want to communicate. It provides structure between the content and the visuals. Type can also be a striking visual element or shape. Type when used well does not need a photograph or illustration to back it up. The font you choose can convey a lot of emotion.

Texture

Texture refers to the physical and visual qualities of a surface. Texture can be used to attract or repel interest to an element, depending on how pleasant the texture is perceived to be. Texture can also be used to add complex detail into the composition of a design.

Pattern

When a design is repeated over and over again in a surface, it results in a pattern. Patterns are frequently used in fashion design or textile design. Patterns are also used in architectural design, where decorative structural elements such as windows, columns are incorporated into building design.

Space

Space can be used to both separate and connect elements in a design. Wider spaces separate elements from each other and narrower spaces connect elements to reveal relationships between them. We create design flow through the use of space.

Form

In visual design, form is described as the way an artist arranges elements in the entirety of a composition. It may also be described as any three dimensional object. Form can be measured, from top to bottom (height), side to side (width), and from back to front (depth). Form is also defined by light and dark.

15. Categories of graphic and its applications

APPLICATIONS OF GRAPHIC DESIGN

Graphic design uses visual compositions to communicate ideas through typography, imagery, color and form. There’s no one way to do that, and that’s why there are several types of graphic design, each with their own area of specialization.

Visual identity graphic design

A brand is a relationship between a business or organization and its audience. A brand identity is how the organization communicates its personality, tone and essence, as well as memories, emotions and experiences. Visual identity graphic design is exactly that: the visual elements of brand identity that act as the face of a brand to communicate those intangible qualities through images, shapes and color.

Marketing & advertising graphic design

Companies depend on successful marketing efforts to tap into their target audience’s decision-making process. Great marketing engages people based on the wants, needs, awareness and satisfaction they have about a product, service or brand. Since people will always find visual content more engaging, graphic design helps organizations promote and communicate more effectively.

Examples of marketing graphic design

· Postcards and flyers

· Magazine and newspaper ads

· Posters, banners and billboards

· Infographics

· Brochures (print and digital)

· Signage and trade show displays

· Email marketing templates

· PowerPoint presentations

· Social media ads, banners and graphics

User interface graphic design

Examples of user interface graphic design

· Web page design

· Game interfaces

· App design

Publication graphic design

Publications are long-form pieces that communicate with an audience through public distribution. They have traditionally been a print medium such as books, newspapers, magazines and catalogs. Graphic designers that specialize in publications work with editors and publishers to create layouts with carefully selected typography and accompanying artwork, which includes photography, graphics and illustrations.

Examples of publication graphic design

· Books

· Newspapers

· Newsletters

· Directories

· Annual reports

· Magazines

· Catalogs

Packaging graphic design

Most products require some form of packaging to protect and prepare them for storage, distribution, and sale. But packaging design can also communicate directly to consumers, which makes it an extremely valuable marketing tool. Every box, bottle and bag, every can or container is a chance tells the story of a brand. Packaging designers create concepts, develop mockups and create the print-ready files for a product.

Motion graphic design

Simply put, motion graphics are graphics that are in motion. This can include animation, audio, typography, imagery, video and other effects that are used in online media, television and film. “Motion graphics designer” is a somewhat new specialty for designers. Formally reserved for TV and film, technological advances have reduced production time and costs, making the art form more accessible and affordable.

Examples of motion graphic design

· Title animation

· Advertisements

· Animated logos

· Trailers

· Presentations

· Promotional videos

· Tutorial videos

· Websites

· Apps

· Video games

· Banners

· GIFs

Environmental graphic design

Environmental graphic design visually connects people to places to improve their overall experience by making spaces more memorable, interesting, informative or easier to navigate. Environmental graphic design is a multidisciplinary practice that merges graphic, architectural, interior, landscape and industrial design. Designers collaborate with people in any number of these fields to plan and implement their designs. Because of that, designers typically have education and experience in both graphic design and architecture. They must be familiar with industrial design concepts and able to read and sketch architectural plans.

Examples of environmental graphic design

· Signage

· Wall murals

· Museum exhibitions

· Office branding

· Public transportation navigation

· Retail store interiors

· Stadium branding

· Event and conference spaces

Art and illustration for graphic design

Graphic art and illustration are often seen as being the same as graphic design, however they’re each very different. Designers create compositions to communicate information. Their art takes a number of forms, from fine art to decoration to storytelling illustrations. Graphic artists use any combination of media and techniques to create their work as they collaborate with writers, editors, managers, marketers and art directors across all graphic design types.

Examples of art and illustration for graphic design

· T-shirt design

· Graphic patterns for textiles

· Graphic novels

· Video games

· Websites

· Comic books

· Album art

· Book covers

· Picture books

· Infographics

· Concept art

16. Communication is a process

The process of communication refers to the transmission or passage of information or message from the sender through a selected channel to the receiver overcoming barriers that affect its pace.
The process of communication is a cyclic one as it begins with the sender and ends with the sender in the form of feedback.
It takes place upward, downward and laterally throughout the organization.
The process of communication as such must be a continuous and dynamic interaction.
Communication process consists of certain steps where each step constitutes the essential of an effective communication.

The following is a brief analysis of the important steps of the process of communication.

1. Sender

He is the person who sends his ideas to another person. For example, if a manager wants to inform his subordinates about the introduction of a new product, he is the sender.

2. Message

The idea, feeling, suggestion, guidelines, orders or any content which is intended to be communicated is message. For example, message is the introduction of new product.

3. Encoding

It is the process of converting the idea, thinking or any other component of message into symbols, words, actions, diagram etc. For example, message is connected in words and actions.

4. Media (Channel)

5. Decoding

It means translating the encoded message into language understandable by the receiver. That means the symbols, words, actions, etc are understand by the receiver as message.

6. Receiver

He is the person to whom the message has been sent. For example, subordinates are receivers.

7. Feedback

It is the response by the receiver. It marks the completion of the communication process.

8. Noise

17. Colour Psychology

Colour psychology is the study of colours in relation to human behavior. It aims to determine how colours affect our day to day decisions such as the items we buy.

Yellow

It is associated with happiness, warmth and energy.We can use it for various purposes like, to produce children’s product, in the items related to leisure or in the restaurant interior. However, it should be avoided if you want to represent stability and safety. E.g.- yellow is used in sign boards since it highlights the instruction and important information. It attracts the eye thus promotes the message very well.

Red

Red is the color of blood thus it signifies energy, danger, strength, desire and love. It enhances human metabolism and raises the blood pressure. It allows a person to make quick decision and it’s a perfect choice for ‘buy now’ button on the web. E.g.- red is usually used with yellow by the fast food industry because it triggers stimulation, appetite and hunger.

Green

Green color belongs to the nature. It has a great healing power, moreover it’s the most relaxing color for the human eye. It indicates growth and hope. It can be used to promote green products since it has a direct connection to nature. E.g.- it is usually used in hospitals since it doesn’t shout for attention and also gives a calming effect.

Blue

It is related to the sky therefore it’s often associated with depth and stability. It produces calming effect and slows human metabolism. It is also considered to be a masculine color and it is widely accepted among males. E.g.- blue is the most popular color on internet. It is a comparatively modern invention which also symbolizes trust, confidence and faith.

White

It is used to represent peace and purity. It is also considered to be color of perfection. White is the color of snow therefore it is used in advertising to signify coolness and cleanliness. E.g – it is the most desirable when it comes to cars because it denotes luxury, status and quality.

Orange

Orange represents creativity, adventure, enthusiasm, success, and balance. The color orange adds a bit of fun to any picture, website, or marketing material. Despite it is attracting color, it’s not as commanding as the color red. Many marketers still use the color for call to actions or areas of a website that they want to draw the eye too.

Pink

Pink is a popular color for brands that primarily serve a female audience. In color psychology, pink’s color meaning revolves around femininity, playfulness, immaturity and unconditional love. Some brands have chosen to use the color pink for the product packaging especially for girl’s toys. Whereas other brands highlight the pink color in their logo, website design, or to highlight key messages.

Purple

Purple is a royal color. The color meaning for purple is connected to power, nobility, luxury, wisdom, and spirituality. But avoid using the color too much as it can cause feelings of frustration. Some perceive its overuse as arrogant.

Black

Black is a popular color in retail. In color psychology, black color meaning is symbolic of mystery, power, elegance, and sophistication. In contrast, the color meaning can also evoke emotions such as sadness and anger. Many fashion retailers have used black in their logos. Black is also a popular color for text as it’s an easy color to read.

Grey

Grey color represents neutrality and balance. Its color meaning likely comes from being the shade between white and black. However, grey does carry some negative connotations, particularly when it comes to depression and loss. Its absence of color makes it dull. Grey can be used for font color, headers, graphics, and even products to appeal to a mass audience.Apple is an example of a brand who uses the color grey in their branding.

Brown

Brown is an earthy color. After all, it’s the color of earth, wood and stone. So naturally, color psychology highlights that the color meaning for brown relates to comfort, security and a down to earth nature. In marketing, you’ll find that brown is often used for natural products and food. Brown is a color that shows up in logos, banner images, and sometimes even text due to its contrast on a white background.

18. Importance of colour in visual communication

1 Color creates ideas, expresses messages, spark interest, and generate certain emotions. Within the psychology of colors, warm colors show excitement, optimism, and creativity; cool colors symbolize peace, calmness, and harmony.

Color is used to attract attention, group related elements, convey meaning, and generally enhance the aesthetics of the design.

. It can be used to organize the design elements and create a visual hierarchy in design. A small dose of color that contrasts with the main color will draw attention. It will give emphasis.

It has the power to create an emotion as powerful as music can. Color helps us instantly understand our environment. It is intrinsically important to our everyday life. It is all around us all the time and helps us to relate and to respond to our world, even if we generally take it for granted.

. Color can sway thinking, change actions, and cause reactions. It can irritate or soothe our eyes, raise your blood pressure or suppress your appetite. When used in the right ways, color can even save on energy consumption.

Symbolism of color: It is common knowledge that colors represent meaning. There are however standard universal color meanings. For eg: Red can communicate many different ideas depending on its context. Because red is associated with fire, it can represent warmth or danger. Since red is also the color of blood, it’s considered an energetic, lively color and is also associated with matters of the heart, and sometimes violence. In some Eastern cultures, red symbolizes good fortune and prosperity and is the color worn by brides on their wedding day. Worldwide, red has been associated with various political movements and has symbolized revolution.

Color in design: Design, be it in the use of color or layout, is all about balance. The more complicated the colors and the scheme, the more difficult it is to achieve balance. Pay attention to how the colors interact with each other especially when it comes to the ease of reading text and the mood you are creating with the color choices.60-30-10 is a basic, three-color palette rule that is sometimes applied to design which helps to create this harmony. Basically the dominant color is used 60% of the time, the accent color 30% and the balancer hue 10%. Another way to keep your color palette simple and balanced is using shades and tints of one Hue.

Color in marketing :The first impact a consumer has to a brand is visual and a consumer’s initial judgment of a product is largely to do with color and harmony. Thus the choice of color is not so much an artistic one as it is a business one and can affect every aspect from the consumers’ perception to the number of sales.We place a lot of emphasis on the harmonious juxtaposition of all design elements, including color, to create a unique personality for a specific brand. Each element is considered through experience, theory and a natural talent and design intuition. In design, the wrong colors can cripple marketing, even if all other elements are perfect.

19. Kinesics

Kinesics is the interpretation of body motion communication such as facial expressions and gestures, nonverbal behavior related to movement of any part of the body or the body as a whole.

Facial expressions

It is communication through face. The human face can produce thousands of different expressions such as happy, sadness, anger, angry, etc. Happiness is associated with an upturned mouth and slightly closed eyes; fear with an open mouth and wide-eyed stare. The effect of facial expressions in conversation is instantaneous.

Posture

The position in which someone holds their body when standing or sitting is posture. The position of our body relative to a chair or another person is another powerful silent messenger that conveys interest, aloofness, professionalism—or lack thereof. Head up, back straight (but not rigid) implies an upright character.

Gestures

Communication takes place through the movement of part of the body such as hand, leg, head is called gestures. Arms crossed over the chest, nail biting, head tilted to one side, hand placed on the cheek are the examples of gestures. However, the meaning of some gestures can be very different across cultures. While the OK sign made with the hand, for example, conveys a positive message in English-speaking countries, it’s consider offensive in countries such as Germany, Russia, and Brazil. So, it’s important to be careful of how you use gestures to avoid misinterpretation.

Eye contact

Since the visual sense is dominant for most people, eye contact is an especially important type of nonverbal communication. The way you look at someone can communicate many things, including interest, affection, hostility, or attraction. Eye contact is also important in maintaining the flow of conversation and for gauging the other person’s interest and response.

Handshake

It is the movement of hands used to communicate information. A firm handshake, given with a warm, dry hand, is a great way to establish trust. A weak, clammy handshake conveys a lack of trustworthiness.

Crossing your Arms

Crossing your arms could imply that a person is not open to new ideas / opinion especially in case of giving a presentation. However, in a one-on-one interview if the interviewer has his / her arms crossed, the candidate could do the same.

20. Importance of eye contact in communication

· It is a sign for good listening.

· It ensures that the receiver is paying attention on the sender’s content.

· It builds connection between the sender and receiver

· Sender feel comfortable talking and communicating with the receiver

· Avoiding eye contact represents that the person is not interested in listening

· A big part of eye contact is building trust.

· Eye contact indicates an openness in communication

· It is a sign of good conversation

· If people need to get a very important point across, eye contact is the best way to communicate that importance.

· Direct eye contact is so powerful that it increases empathy (understanding) and links together emotional states.

· We have countless ways of describing eyes including “shifty-eyed,” “kind-eyed,” “bright-eyed,” “glazed over,” and more. Eye contact is also a powerful form of simultaneous communication meaning you don’t need to communicate using words.

· By looking the persons eye we can understand what they are thinking

· Eye contact evokes (remind) presence and projects confidence, self-esteem, and boldness while speaking.

21. Importance of facial communication

· It is a form of non verbal communication

· Eyes, mouth, eyebrows, and forehead are involved in facial expression

· Smiling is a positive emotion that tells the receiver happy

· Eyebrows are brought together, forehead is rinkled indicating worry

· Eye contact is an important sign of confidence and respect

· Opening one’s eyes or mouth widely, indicating excitement and shock

· Blinking eyes could signal that we are joking

· Raising our eyebrows communicate that we are surprised

22. Relationship between messages and meaning

Messages

· In rhetorical and communication studies, a message is defined as information conveyed by words (in speech or writing), and/or other signs and symbols.

· A message is the content of the communication process.

· The originator of the message in the communication process is the sender. The sender conveys the message to a receiver.

· A message may include verbal content, such as written or spoken words, sign language, email, text messages, phone calls, snail-mail, and even sky-writing

· Both verbal and nonverbal content is part of the information that is transferred in a message.

· If nonverbal cues do not align with the verbal message, ambiguity is introduced.

· A message will also include nonverbal content, such as body movement and gestures, eye contact, artifacts, and clothing, as well as vocal variety, touch, and timing

· Communication refers to the process of sending and receiving messages, which can also be referred to as encoding and decoding messages

· Depending on the receiver level of literacy in the medium in which the message is being encoded.

Meaning

· Meaning is what a word, action, or concept is all about its purpose, significance, or definition.

· Meaning represents something's intent or purpose.

· That something can be a book, a conversation, a television show, or life itself.

· When you read a poem, you try to figure out the author's intended meaning by interpreting the words he has chosen.

· For example, if a poet describes love as "a prison," you might interpret the meaning as his feeling limited by his love.

23. Visual form (visual aid)

Chalkboard or whiteboard

· Chalkboards and whiteboards are very useful visual aids, particularly when more advanced types of media are unavailable.

· They are cheap and also allow for much flexibility.

· The use of chalkboards or whiteboards is convenient, but they are not a perfect visual aid.

Poster board

· A poster is a very simple and easy visual aid.

· Posters can display charts, graphs, pictures, or illustrations.

· Since a poster board paper is relatively flimsy, often the paper will bend or fall over.

Handouts

· Handouts can also display charts, graphs, pictures, or illustrations.

· An important aspect of the use of a handout is that a person can keep a handout with them long after the presentation is over.

· This can help the person better remember what was discussed.

Video excerpts

· A video can be a great visual aid and attention grabber, however, a video is not a replacement for an actual speech.

· Video is very exciting and interesting

Projection equipment

· These include slide projectors, PowerPoint presentations, overhead projectors, and computer projectors.

· PowerPoint presentations are very popular and are used often. Overhead projectors are still used but are somewhat inconvenient to use.

Computer-assisted presentations

· PowerPoint presentations can be an extremely useful visual aid.

· For longer presentations, however, PowerPoints can be a great way to keep the audience engaged and keep the speaker on track.

Social media

· Social media is one of the most effective ways to communicate.

· The incorporation of text and images deliver messages quicker and more simplistic through social media platforms.

24. Visual elements

Objects

· The use of objects as visual aids involves bringing the actual object to demonstrate on during the speech.

· For example, a speech about tying knots would be more effective by bringing in a rope.

Models

· Models are representations of another object that serve to demonstrate that object when use of the real object is ineffective for some reason.

· Examples include human skeletal systems, the solar system, or architecture.

Graphs

· Graphs are used to visualize relationships between different quantities.

· Various types are used as visual aids, including bar graphs, line graphs, pie graphs, and scatter plots.

Maps

· Maps show geographic areas that are of interest to the speech.

· They often are used as aids when speaking of differences between geographical areas or showing the location of something.

Tables

· Tables are columns and rows that organize words, symbols, and/or data.

Photographs

· A photograph is also good to use when the actual object cannot be viewed.

· For example, in a health class learning about cocaine, the teacher cannot bring in cocaine to show the class because that would be illegal

Drawings or diagrams

· Drawings or diagrams can be used when photographs do not show exactly what the speaker wants to show or explain.

· For example, a drawing or diagram of the circulatory system throughout the body is a lot more effective

25. Visual culture

· Visual culture is a way of studying a work that uses art history, humanities, sciences, and social sciences.

· It is intertwined with everything that one sees in his day to day life - advertising, landscape, buildings, photographs, movies, paintings - anything within our culture that communicates through visual means.

· When looking at visual culture, one must focus on production, reception, and intention, as well as economical, social, and ideological aspects.

· It reflects the culture of the work and analyzes how the visual aspect affected it.

· It focuses on questions of the visible object and the viewer - how sight, knowledge and power all are related.

Some of the Indian visual cultures are

· Indian visual culture has its roots in the cave paintings at Ajanta, the sculptures in Ellora and Khajuraho, and in the mix of architectural styles of hundreds of temples, mosques and churches and other types of shrines and pilgrim centers around the country.

· Further, the many forms of dance, theatre and music, have contributed to the national, regional and local visual cultures.

· In Indian visual culture, there has always been a search for "the sense of the beautiful", results from a devotee's meditation and finds expression in "rasa".

· For Indian aesthetes like Jagannatha of the 17th century, the "beautiful" was that which induced a unique feeling of pleasure, "an emotional thrill", "a particular type of harmony".

· For example, Durga has ten hands, Siva and Brahma have five faces, and Ganesh has an elephant's face and trunk.

· This approach to representations in art shaped the evolution of popular visual culture in the technological media such as the press, photography, cinema, television, recorded music, etc.

· Much before the arrival of the cinema in India, shadow puppetry and the folk tradition of pat painting demonstrated that the illusion of moving images could be created.

26. Describe Graphic Design

Graphic design is the process of visual communication through the use of typography, photography, and illustration. The field is considered a subset of visual communication and communication design. Graphic designers create and combine symbols, images and text to form visual representations of ideas and messages. They use typography, visual arts and page layout techniques to create visual compositions. Common uses of graphic design include corporate design, editorial design, environmental design, advertising, web design, communication design and product package design.

HISTORY OF GRAPHIC DESIGN

In graphic design, "the essence is to give order to information, form to ideas, expression, and feeling to artifacts that document human experience." The term graphic design was coined by William Addison Dwiggins in 1922. However, the origins of graphic design can be traced from the origins of human existence, from the cave paintings, manuscripts, inscriptions, etc. In "Babylon, artisans pressed cuneiform inscriptions into clay bricks or tablets which were used for construction. The bricks gave information such as the name of the reigning monarch, the builder, or some other dignitary". The Egyptians developed communication by hieroglyphics that used picture symbols dating as far back as 136 B.C. The Egyptians also invented papyrus, paper made from reeds found along the Nile, on which they transcribed advertisements more common among their people at the time. From 500 AD to 1450 AD, monks created elaborate, illustrated manuscripts.

NATURE OF GRAPHIC DESIGN

Graphic design is an important tool that enhances how you communicate with other people. It serves to convey your ideas in a way that is not only effective, but also beautiful. Graphic design is an art with a purpose. It involves a creative and systematic plan to solve a problem or achieve certain objectives, with the use of images, symbols or even words. It is visual communication and the aesthetic expression of concepts and ideas using various graphic elements and tools. Graphic designers create visual concepts, by hand or using computer software, to communicate ideas that inspire, inform, or captivate consumers. They develop the overall layout and production design for advertisements, brochures, magazines, and corporate reports.

27. Role of graphic designer

Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers. He develops the overall layout and production design for various applications such as advertisements, brochures, magazines, and corporate reports. His duties are

Meet with clients or the art director to determine the scope of a project
Advise clients on strategies to reach a particular audience
Determine the message the design should portray
Create images that identify a product or convey a message
Develop graphics for product illustrations, logos, and websites
Select colors, images, text style, and layout
Present the design to clients or the art director
Incorporate changes recommended by the clients into the final design
Review designs before printing or publishing them

28. SMCR model of communication

Berlo’s SMCR Model of Communication includes four components that describe the communication process. The different components in the model are influenced by various factors.

Sender

The sender of the message is the source who creates and sends the message to the receiver. The source is the start of the communication process and is the person who encodes the message. Factors that may influence the sender are also applicable to the receiver. Berlo’s SMCR Model of Communication identifies the following factors that affect the source:

· Communication skills - Communication skills include: reading, listening, speaking etc.

· Attitude - One’s attitude in relationship to the audience, receiver and subject changes the meaning and consequence of the message.

· Knowledge - Familiarity with the subject of the message makes communication more effective.

· Social systems - Values, beliefs, religion and rules influence the way in which the sender communicates the message, alongside location and circumstances.

· Culture - Cultural differences may result in the message being interpreted differently.

Message

The message is the package of information or meaning that is sent from sender to receiver. The message can be sent in various forms, such as audio, speech, text, video or other media. The sender of the messages always wants the receiver to interpret the message in a certain way. The source’s intention is therefore translated into a coded message. The receiver should understand the message with reasonable accuracy. The message is influenced by:

· Content - The content of the message from beginning to end.

· Elements - Elements are (non)verbal aspects, such as gestures and signs, that may influence the message.

· Treatment - Treatment refers to the way in which the message is sent, the message’s packaging.

· Structure - As the word suggests, the structure of the message refers to the way in which it is structured.

· Code - The code of the message is the form in which the message is sent. This may include text, language, video, gestures, music, etc.

Channel

The channel is the medium used to send the message. The medium must be able to be picked up by the sensory system of the receiver and may therefore involve vision, sound, smell, taste or touch. Humans have the following senses:

Hearing – hears are used to hear audio messages
Seeing – eyes are used to seeing the visuals and understand the message
Touching – hanging, shaking
Smelling – perfume, food
Tasting – through this channel the taste of the food is conveyed

Mass communication always involves technical tools, such as phones, the Internet and television. In these cases, the transmitted information is assimilated via vision and sound.

Receiver

The receiver is the person who receives and subsequently decodes the coded message. In a linear communication process, the receiver is always located at the end. In order to make communication as effective and smooth as possible, Berlo’s SMCR Model of Communication assumes the receiver’s thinking pattern must be in accordance with that of the sender. The same factors therefore influence this component in Berlo’s SMCR Model of Communication. After all, the receiver decodes the message him/herself and gives it their own meaning.

29. Stages of design process

Here are the 7 steps most design projects will have to pass through to get from the initial client briefing to a successful project.

Study the client brief

· Set goals and context from the brief – this intake sheet is the blueprint that leads you to the final design.

· Ask as many questions as you can now, to make sure you start off on the right path.

· Make sure that your questions will yield answers that will enlighten you on the project key points.

Research, research, research

· Initial research areas should always include the client's company history and culture, the local competitor landscape, and any industry-related trends.

· For the next step, you need to analyze your project's target audience.

· You need to consider the age, gender, income, employment, location, and lifestyle of the people the client wants to reach.

Brainstorm

· One way to generate ideas is to use structured mind maps with ideas linked to your central concept.

· Others prefer to make lists or write random ideas you get from time to time on scrap pieces of paper or on their phone.

· Make sure you keep a record of all your ideas and concepts which will be helpful in later stages.

Sketch

· Sketching your ideas to define their visual elements is a good way to save time.

· It is a common practice done by experienced graphic design professionals to give their work a solid foundation.

· With sketches and design mock-ups, you can create a number of different concepts faster as they do not require too many details.

Concept development

· Once you've sketched out your initial thoughts, it's time to develop your favorite concepts a bit further.

· It is a good idea to develop 3-5 different concepts to give your client some choice.

· Present these concepts to your client, explain the rationale behind each one, and why the design will work.

Revisions

· After the client chooses one concept, it is time to revise the design so it meets the goals and outlines.

· The client may want you to mix and match from all concepts you have presented, or come up with something entirely new.

· From comments and suggestions, you can present another round of designs.

Completion

· Way to go! Your client is loving it, apart from some minor tweaks here and there.

· Get approval. Send the final files – the project is complete!

· There is nothing more rewarding than turning around a completed graphic design gig to a satisfied client.

30. Functions of language

· Humans communicate with language

· Language is used to present our ideas, thoughts, feelings and opinions to others

· Language is used in oral and written communication

· People around the world use a specific language to communicate

· It is also used to convey emotions, opinion and ideas

· Different languages used for communication are English, Tamil, Telugu, Malayalam, etc

31. Mass culture

· Mass culture is a common culture experienced by large number of people.

· It is widely disseminated by mass media.

· It is the set of ideas and values that develop or arise from a common exposure to the same cultural activities, media, news sources, music and art.

· Mass culture conveys the idea that such culture emerges spontaneously from the masses themselves like popular art.

· Mass culture is broadcast or otherwise distributed to individuals instead of arising from their day-to-day interactions with each other.

· Thus, mass culture generally lacks the unique content of local communities and regional cultures.

· It promotes the role of individuals as consumers.

· Mass culture emerged due to the development of print and broadcast which were strong enough to alter perception, convince people to follow ideas on a large scale.

· The main function of Mass culture is to entertain and distract the people.

· Mass culture raised people’s standard of living and economic development.

· It replaced folklore, which was the cultural mainstream of traditional local societies.

· Examples of mass culture includes films, television programmes, popular books, newspapers, magazines, popular music, leisure goods, household items, clothing, and mechanically-reproduced art.

32. Intra personal communication

· A kind of communication that occurs within us

· It involves thoughts, feelings, and the way we look at ourselves

· It is self centered

· The same person is act as both sender and receiver

· The message is made up of thoughts and feelings

· The channel is the brain, which processes what the person think

· It has internal feedback

Advantages of intrapersonal communication

· It allows the person to be aware of every aspect of their own personality.

· A self-aware state makes one secure and increases confidence.

· It equips a person to manage his daily affairs efficiently using his strengths to the maximum which in turn compensates for his weaknesses.

· The qualities of self-motivation and self-management will help develop deeper concentration and direct his focus towards the task at hand.

· Self-awareness allows the person to be independent

· The person is highly adaptable to his surroundings as the knowledge of his own qualities allows him to confidently and calmly take decisions and change his approach accordingly in response to situational stimuli.

Disadvantages of intrapersonal communication

· Since the person prefers working alone, he is perceived as shy or anti-social by others.

· Since there is absence of a feedback, that is, the conversation is in a one-way flow, it could lead to the development of misconceptions and faulty assumptions.

· Wrong assumptions made by an individual could lead to incorrect decisions.

· There is a possibility of an individual categorizing and viewing certain individuals or events with a biased opinion.

· Over analysis of situations and prolonged thinking about them will lead to the imagination of unrealistic and unnecessary scenarios, and in extreme cases, may even lead to self-doubt.

· One may be incorrectly perceived as being arrogant.

33. Inter personal communication

· Communication between two persons is called interpersonal or dyadic communication

· It is used to communicate our ideas, thoughts and feelings to another person

· It is message sending and receiving by the two persons

· It includes listening, persuading and non-verbal communication

· It can also use charts, graph, animation, music, and sound for communication purpose

Forms or types of interpersonal communication

(a) Face to face communication – Meeting two persons in a formal or informal way to exchange of view, ideas, and thoughts. Participants are speaker and listener. In face to face communication we can observe the facial expression, and the interest of the listener. Both speaker and the listener have eye contact. Communication is very fast and can get immediate feedback

(b) Telephonic conversation – It is interaction between two persons on the telephone. It is the fastest way of communication. We cannot have eye contact and observe facial expression. Since it doesn’t have eye contact the truthfulness of message is not verifiable.

(c) Interview – It is the meeting between interviewer and interviewee with a specific purpose. Generally it is a formal way of dyadic communication. It is to get new information about the person which is not available already.

(d) Instruction – It is directing others to perform a particular job. In this the language should be polite, plain and direct. The speaker should understand the receivers understanding capacity.

Stages of interpersonal communication

(a) Phatic stage – This is the formal stage of communication. It begins with hi, hello, etc. It is the introduction or first meeting between two persons. It can be called as warming up stage.

(b) Personal stage – It is the stage of sharing personal details. We can talk about our feelings, job, family, etc

(c) Intimate stage – This stage is reserved for friends and relatives. Since it is the stage of closeness all things will be shared between them.

Advantages of interpersonal communication

· It is fastest mode of communication

· Possible to convey message clearly

· We can observe facial expression and eye contact

· Possible to get immediate feedback.

· No chance for misunderstanding since the doubts are clarified during conversation

Disadvantages of interpersonal communication

· There is no record or evidence of conversation

· In telephonic conversation we can’t observer facial expression and eye contact

· Technology may be the reason for the barrier to communication in telephonic conversation

34. Group communication

· It is the communication taken place between the group members.

· Three or more members (approximately 15) are present in a group

· Each group has a common goal

· Group members are working together to achieve the goal

· Since it is a common goal, each member in a group depending on each other

· Group members use verbal, non verbal and text messages to generate meanings and establish relationship.

Types of group communication

(a) Primary group – It is a small social group whose members share close, personal relationship. Family and friends group are comes under primary group

(b) Secondary group – It can be small or large in size. It is impersonal. Group in a work place is an example for secondary group.

(d) Service group – This group render their service to God and society. Choir, group counseling are examples of service group

(e) Discussion group – It is a face to face interactions in a group. Group members respond, react and adopt to the communication

Advantages of group communication

· Group members can easily reach the goal

· It is a coordinated work

· The work is decentralized to complete the task easily and effectively

· Each member can contribute many ideas

Disadvantages of group communication

· There is a chance for miscommunication

· Ego problem may arise among the group members

35. Importance of communication