COP1 Lecture 2 - Visual Literacy

This lecture was based around the idea of visual literacy and how we can use this to share message and meaning.

Visual literacy is creating a message or meaning using imagery or type. These messages communicate to an audience and create a level of understanding. It based around the idea that pictures can be read - for example pictograms or symbols.  A section of the lecture was based around toilet signage and how we can determine which toilet is the correct one for our gender by simply interpreting a very basic drawing. The reason we are able to interpret our correct bathroom is due to our highly developed level of visual literacy and language.

We then looked at how a simple cross can mean different things, depending on its context. Along with a divide and subtraction symbol, this cross clearly means multiply. Similarly, extended the lower bit of the cross instantly makes it resemble a religious cross, symbolising Christianity or the church.
Make the cross red, we instantly recognise it as the charity The Red Cross. Make it green, we immediately think of first aid. These simple adaptations change the meaning of the same symbol completely and immediately carry different connotations.

We also looked at how being visually literate requires an awareness of visual syntax and visual semantics. The visual syntax of the image refers to the pictorial structure and visual organisation of elements. These elements include colour, font, weight, layout, composition, etc. We looked at examples of pictures of fried breakfasts to demonstrate this. People were less tempted by the worser pictures of the breakfasts, whereas a picture of a plate containing all the same components was more attractive simply due to the composition of the image.

Visual semantics refers to the way an image fits into a cultural process of communication. These elements include cultural references, religious beliefs, political ideas, individual experience etc.

Semiotics is the study of signs and sign processes. We looked at the Apple logo to demonstrate this. The symbol (logo) is that it represents an actual apple. The sign (identity) is that it is a sign for Apple products. The signifier (brand) means that it signifies quality, innovation, creativity and lifestyle.

I personally found this lecture very interesting and useful as I learnt lots more about the technical terms involved within visual literacy, and this will certainly aid my studies in the future.