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COMMUNICATION PROCESS:. VISUAL C O MM U NICATION. P U RP O SE AND F U NCT IO N OF I M A G E S : INFORMATIVE IMAGES - EXPRESSIVE IMAGES EXHORTATIVE IMAGES- AESTHETIC IMAGES. INFORMATIVE IMAGES: Provide data. CLEAR, DIRECT AND OBJETIVE. EXPRESSIVE IMAGES: - PowerPoint PPT Presentation
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COMMUNICATION PROCESS:
VISUAL COMMUNICATION.
PURPOSE AND FUNCTION OF IMAGES:
- INFORMATIVE IMAGES - EXPRESSIVE IMAGES
- EXHORTATIVE IMAGES - AESTHETIC IMAGES
INFORMATIVE IMAGES:
Provide data. CLEAR, DIRECT AND OBJETIVE
EXPRESSIVE IMAGES:
Stimulate FEELINGS AND EMOTIONS.
AESTHETIC IMAGES:
Images created to enjoy. They show concepts of BEAUTY and HARMONY
EXHORTATIVE IMAGES:
To convince us of something. EYECATHING AND EXPRESSIVE
VISUAL PERCEPTION
VISUAL PERCEPTION
LAWS OF VISUAL PERCEPTION
EXAMPLES
The relationship of forms with their environment:
Law of contrast:
Difference between shapes (visual characteristics):
•Colour•Size•Texture•Structure•Position
Law of homogeneity:
No difference between shapes (the opposite of contrast):
High degree of contrast:
The figure stand out among the environment because:•Big size•Simple structure•Intense colour•Central position•Smooth texture
Medium degree of contrast