What are the basic premises of visual language? The term has been virtually redefined in the computer age. Yet. basic premises still remain. To be literate is to know how to recognize not only the iconography of an alphabet, but also to have the ability to assign meaning to the strings of characters arranged on a page. The same is true of visual language. To be literate is to be able to recognize the iconography and “read” the arrangement of elements in a given piece. We know, from our first grade phonics lessons, when we see certain phonetic couplings of letters in text that a specific sound and meaning are inscribed. In this, we have learned to recognize a relationship between these letters and words. Perhaps, if you attended college and took more than a rudimentary art class, you learned to recognize spatial relationships between forms. Unless you took an advanced art class, you probably did not learn to “read” the iconography and metaphor in painting or sculpture.
So it is that few adults today realize that the visual artist or visual language composer has taken upon him/herself to quite literally control not only the movement of your eye, but to some extent even your cognitive response to the images presented. But, how, you might ask? (As well you should!)
1. Relationships: There are number of ways to manipulate your response to something by establishing relationships between forms and through the use of color. An artist can create tension, or impart placid harmony through the placement of objects or forms or through the use of color.
Let us consider our response to a small sphere cradled in a ribbon-like form. To most people, this confers a sense of nurturing, perhaps parenting, certainly safety and comfort. This is because we have mentally assigned a relationship to the two forms, whether or not we are conscious of it. Please consider the four examples below, which all employ the same two elements. What is the relationship between the two forms in each example? This is an example of utilizing proximity to establish relationship.




It is a given that people have a cultural library of meanings which they will assign to specific colors. Red, for example… what is your immediate response to the color red? MOst of us in the west will assign three possible meanings to the color. Stop/danger, anger, and passion. A very large red painting is irritating, over time. Red excited our eyes and causes the photo receptors to fire in quick succession. It is almost impossible to ignore, even with concerted effort. The same is true of yellow, and yet yellow is generally associated with happiness… thus, we dont mind so much being in the presence of a large “sunny” canvas. We are not irritated by the presence of a big happy thing. We are likely to find our mood uplifted after 20 minutes or so.
With this in mind, look at the many ways that information is visually presented. Charts and graphs, illustrations, headlines and photos, even forms you are asked to fill out every day of your life are carefully arranged to influence your perception.