Visual literacy is the ability to construct meaning from visual image and type.
Principle 1 - Visual literacy can be interpreted, negotiated and information can be found in something in the form of an image.
Principle 2 - Visual literacy is based on the idea that literacy can be read.
Principle 3 - In visual literacy, it is necessary for any language to exist as an agreement amongst a group of people that one thing will stand for another.
Principle 4 - Visual language is made up of presentational symbols whose meaning results from their existence in particular contexts.
Principle 5 - Requires the awareness of the relationship between visual syntax and visual semantics.
Visual syntax of an image refers to the pictorial structure and visual organisation of elements. It is represented by basic building blocks.
Visual semantics of an image refers to the way an image fits into a cultural process of communication. This includes the relationship between form and meaning and the way the meaning is created.
Visual synecdoche is a term applied when part is used to represent the whole, or vice versa.
Visual metonymy is a symbolic image that is used to make reference to something with a more literal meaning.
Visual metaphor is used to transfer the meaning from one image to another.
Symbol (logo)
Sign (identity)
Signifier (brand)
I have learnt that we are not conscious about symbols as we automatically know what something means or something stands for. I've also learnt how just by changing the slightest part of a symbol such as the colour can impact dramatically on the meaning of the symbol.
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