FPM (FKM) is manufactured by Viton Du Pont. Semi-finished stitched ...
We look at the world with wide eyes! How many information about us, which we perceive visually: objects, images, signs, colors, images. We like something, and we stay with interest in this look, something, on the contrary, it is unpleasant, and we try to take your eyes. This is our visual perception of the world - visual communications.
Visual communications are communication (information transfer) for the means of visual language (images, signs, images, typography, infographics, etc. ...) on the one hand and visual perception (organs of vision, psychology of perception ...) On the other.
In everyday, vulgar value, visual communication can be defined as something - what I see. However, today visual communication is extremely developed and complicated at the level of language and at the level of perception due to the active development of visual art and electronic and digital technologies.
Visual communications in the twentieth century carried out powerful expansion in all areas of culture and secured such concepts such as visual text, visual language, visual culture in the operating field. Visual communications are one of the basic components of modern mass media, creating a visual interface of transmission and consumption of information, as well as transforming and translating, in turn, any information in the visual language (image and press portraits, photos from the scene and the television picture in Real Time ...).
Visual communications in modern society are increasingly departed from the role of a passive mediator, "faster" codes and (especially in advertising) acquire a pronounced manipulative character - what I want to show.
Visual communication combines colors, speech, written language, images to create messages that will be aesthetically pleasant to the view of the viewer, will be filled with understandable and necessary information.
The modern system of visual communication is characterized by changing logos, redesign. And it is natural. Progress widespread, changing the life and requests of people, and, therefore, the components of visual communication are changed. People themselves create such a visual communication system for themselves, which most satisfying their needs and helps better navigate in this world.
The development of visual communication takes as a basis the same features as other types of communications:
- 1) information (information transfer);
- 2) expressive (information evaluation transfer);
- 3) Pragmatic (transmission of communicative installation, which has an impact on the recipient).
This version is approved and is the most recent
Visual communications - Communications (information transfer) by visual language (images, signs, images, typography, infographics ...), on the one hand, and visual perception (organs of vision, psychology of perception ...), on the other. Visual communication combines colors, speech, writing language, images to create messages that will be aesthetically pleasant to the view of the viewer, will be filled with understandable and necessary information.
Classifications
Funds
Visual communications are often used in advertising. Visual communication means can be divided into groups:
- Printed or printing (booklets, posters, flyers and brochures, etc.).
- Tele screen (television programs, animated, graphic videos, etc.).
- Outdoor advertising (advertising shields, signs on buildings, transit advertising, etc.).
- Advertising tools on the Internet (banners, flash animations, etc.).
History of development
The first forms of visual communication were drawings and paintings on the stone, bone, clay. These were picturesque and sculptural images of the deities and mythical creatures and scenes from real life. Participants in the Communication Process were both contemporaries of authors and their descendants for which these images represent historical and artistic value.
With the opening of various forms of writing, the image was accompanied by verbal texts, visual and verbal communication capabilities were connected. This process has been developed after the invention and wide use of paper and improved printed processes.
In the Middle Ages, the engraving technique was widespread. In visual static communication, thus there is several channels of artistic and cognitive communication: the pictorial, including the sculpture of small forms, architectural and urban planning, including the sculpture of large forms and outdoor advertising, printed-screen.
Visual communications in the twentieth century carried out powerful expansion in all areas of culture and secured such concepts such as visual text, visual language, visual culture in the operating field. Visual communications are one of the basic components of modern mass media, creating a visual interface of transmission and consumption of information, as well as transforming and translating, in turn, any information in the visual language (image and press portraits, photos from the scene and the television picture in Real Time ...).
Professional community
- National Association of Visual Communications (Navro)
- Foundation "Objective Reality"
The "Objective Reality" Foundation is a non-profit organization, since 2001, working in the development of visual communication and support of the professional photographic community. The main objective of the activities of the Fund is the formation of the maximum wide geographical, social and professional environment for social meaningful photos and new media.
Interesting Facts
In the British High School of Design, there is a separate course of training Art Directors "Visual Communications", during which students take possession of all arsenal to create high-quality graphic design with in-depth knowledge from other areas (Fonts, Photography, Advertising, Marketing, Branding, Project Management, Communication when working with clients and inside project Group etc.)
Andrei Baturin, July 27, 2017Andrei Baturin
It is not necessary to say that the site should not be blinded on the endless spaces of the Web because it is just there. He has its own tasks and goals, to achieve which helps communication with the user. Obviously, it cannot sit quietly peacefully in the kitchen for a cup of tea with his visitor. But he has his own ways to communicate, which are no worse, and in something even better conversation.
Today, visual communications are extremely developed and intended to perform several tasks at once. In a web design, they play far from the last role: due to their competent use, the user performs targeted actions, can well focus on site spaces and interact with it.
Visual communication is the type of communication, in which the transfer of information is partially or entirely relied on vision.Color
In many areas, color plays a big role. Regarding Communication, the perception of colors in our whole is similar, and therefore they easily pass their promise to huge audiences.
Red - Emotionally, this color is perceived as important, confident and domineering. It attracts our attention more than other colors and, as a result, is used for warnings and important announcements. In the design of the site, the color may carry the following emotional promises: passion, energy, importance, power, blood, etc. It is necessary to use it with the mind, otherwise there is a risk to scare away the audience, which seeks to leave the "dangerous" zone as quickly as possible, a militant aggressive tint.
Orange - Cheerful and cheerful neighbor of red in the spectrum. Color is associated with energy, youth, movement and cheerfulness.
Yellow - Cheerful, juicy and sunny color. Its use and value depend on the selected shade. So, for example, bright yellow carries positive energy, and its darker shades, as, for example, golden, send us to noble and wise old.
Green - Transitional color from yellow to blue, from warm to cold, which combines the characteristics of both colors and is on the verge of relaxing and invigorating. As a result, a balanced and stable color. Depending on the shade, it is used for various purposes: brighter colors symbolize freshness, ecology, and darker - abundance and luxury.
Blue - Cold color, the value of which also depends on the shade used. Lighter shades carry the meaning of security, openness and friendliness. Especially noticeable in the world social networkswhere every second developer stops its choice on them. Dark tones cause us association with reliability and cause confidence, as a result of them, great demand for corporate sites.
Purple - Historically, the purple is associated with us as truly royal, with a hint of luxury. Again to the difference in shades: if bright, such as purple, cause sensations of romance and lightness, then dark shades - the embodiment of a rich chic.
The black - The strongest of neutral colors, and is used almost on each site. Its value depends on the colors used with it in the palette. As the main color, it can be associated with evil and aggression, however, for most sites, black is used to create a feeling of sophistication. To achieve elegance effect, black is used with white.
White - white color In Western culture, associated with kindness and innocence. Most often on sites it is used as a background for minimalistic design. The abundance of white creates a feeling of lightness and purity.
Brown - Color Natural: He surrounds us in nature and inseparable from it. Brown transmits heat, wholeness and honesty. Lighter shades are associated with comfort and comfort, and the darkens carry signs of conservatism and are more often considered men.
Pictorgamma
The pictogram is a sign denoting the subject or phenomenon using its most important recognizable features.It is usually pretty schematically. An image of a purchasing basket in the corner of the online store page - a pictogram, a question mark with the word "Help" - pictogram, gear for the settings menu - pictogram. The site communicates with us using these pictograms, ergonomically using the space of the page blocks. The principle of their work is based on associations that cause images: if zipper is drawn here, it means there is electricity, and electricity hurts, and you can die ... So I, perhaps, do not get into this transformer booth.
Banners
Banners - graphic image of an advertising nature.It can be both a static picture and a stagnating interactive element. Usually banners contain a link to the site of advertised products.
There are several types of banners:
Static images - Normal, well-known and gradually outgoing banner-picture.
Animated images - Banners that can glisten and overflow, tell the whole stories and generally be quite stative. Due to the animation, more attention is attracted to themselves than the previous view, and as a result, more efficient. But the main thing is not to overdo it, but the abundance of animation will bring users to epilepsy, and no one will perform targeted actions: (
RichText. - Literally "rich in text" banners are text blocks. They are the most expensive of all kinds, but you should not remove them from arsenal. There are cases where the print advertising is just inappropriate.
Interactive - the most favorite blocks block, in which there is an opportunity to have a little fun, feeding, for example, a cat on a whisas advertising banner, or to play a real mini game within advertising campaign. Without attention, such banners are rare.
Banners have several tasks:
Task selling goods It is to attract, interest and push the target action (go to the site, ordering goods or services, etc.) of a potential client.
Task branding or image It is to increase the recognition of the brand and the formation of emotional associations.
We live in a visual-communicative, competitive world, the main value of which is the information. Now not only manufacturers and those provide services compete with each other - their information and image resource is fighting for the sphere of influence on the potential consumer. It should be noted that social problems (information about them) also exist in competitive struggle For the attention of society to yourself.
Visual communications - communications (transmission of information) by visual language (images, signs, images, typography, infographics) on one side and visual perception (organs of vision, psychology of perception) on the other.
"Visual communications", "communicative design" - enough new concepts in design. Signs of visual communication are created in accordance with the peculiarities of the subject-spatial environment for which they are intended. Signs form a holistic system with common semantic and graphic characteristics, which creates the need to introduce restrictions on the type of space.
In everyday, vulgar value, visual communication can be defined as something - what I see. However, today visual communication is extremely developed and complicated at the level of language and at the level of perception due to the active development of visual art and electronic and digital technologies.
Visual communications in modern society are increasingly departed from the role of a passive mediator, "faster" codes and (especially in advertising) acquire a bright manipulative character.
Visual communications carried out powerful expansion into all spheres of culture and secured such concepts in the operating field as - visual text, visual language, visual culture. Visual communications are one of the basic components of modern mass media, creating a visual interface of transmission and consumption of information, as well as transforming and translating, in turn, any information in the visual language (image and press portraits, photos from the scene and the television picture in Real Time).
In visual communications, the results of the processes will be:
Sculpture, design, architecture (visual-subject procedural type);
Graphics, painting, photography (visual-graphic procedural type);
Mechanics, optics, electronics (visual-dynamic procedural type).
It should also be noted that such means of visual communications, as the theater, cinema, the Internet combines the properties of verbal and visual communications, so they can be attributed to the procedural and dynamic type of communications.
Based on the above, the general system of visual communication can be described in the following scheme: the subject (author) is the type of communication (idea) - the type of communication (process) is the result of communication (object).
The communicative type of the visual graphics system is built into the next chain: the author (designer-graph) is a communicative form (visual) - procedural type (visual-graphic) - an objective result (graphics). It is also not difficult to build other visual communicative systems.
However, it is necessary to define what visual communication is. Visual communication is a system of composite elements of the combined communicative bonds. Of this definition It turns out that the process of designing visual communications consists of two main parts constituting the essence of the design.
Fig. 1.1. General communication scheme
Today much attention It is paid to the design of the environment. One of the current elements of the structuring of space are carriers of information, signs of visual communication, representing a person various data. Visual information systems cover a wide range of problems: contribute to the orientation, assessment of the aesthetic and emotional features of the surrounding space. Most studies of visual communications are devoted to the urban environment, but the problem of creating information blocks in a tourist environment, where it is also necessary, is not fully disclosed, it is necessary to designate the features of the introduction of information signs into the natural environment.
Photo, cinema, television, printing design, computer networks and their software - just an incomplete list of social activity that generates what is currently called call a) "visuality", the entertainment of any object of reality, b) "visualization of information", or creating analogue of something or anyone in vividly visual form, c) "visual culture", samples of human ability of the image and a visual message, etc. In this row there is a term "visual communication", which can be extremely generalized to designate as transmission / reception of any knowledge and information in direct display mode Or conversion to a visual image.
The fact that visual communication today becomes a powerful mental social change resource, many phenomena of Russian reality speak eloquently. So, our country over the past twenty years from the world's most reading in the world has become the "Society of viewers". The main channel of informing for most of our citizens has been television. At the same time it functions as a system commercial enterprises, the purpose of which is high profitability. For this purpose, not only the material and technical base of teleterance is converted and improved, but also the composition, structure and content information resources. However, in everyday life, many Russians are not only TV, but also other on-screen devices: personal computer, video equipment, home theater, portable player, mobile phone - technical devices, thanks to which visual communication is transformed into a purely individualized way to meet social needs.
Public communications, multimedia technologies for creating visual images and images, being visually recognizable fragments of reality, real or fictional, are activated, first of all, various sides of the emotional experience of people contribute to the development of identification stereotypes with a certain social group. The perception and knowledge of such information sometimes costs without reduction to primary language signs, verbal "equipment", which contributes to the formation of ideas among the world and forms of realization of their social activity.
The visual spectacular information and communicative content of modern social space is a significant reason for formulating a problem of visual communication as one of the specific social identification resources.
To be perceived and competitive, information is fed in the form of emotional visual messages, which, in turn, form visual text. Visual messages (texts), carriers of which become: sign, poster, advertising greeting card, label, packaging, roller, visual presentation, etc. - "Charge" a network of ideas, ideas, associations accumulated in the entire history of human existence. A significant place is beginning to occupy the concepts and ideas that do not rely on realistic, logical calculations. Regulatory, logo-centers, characteristic of the perception of the classic work, are not suitable for understanding the modern visual product, from it, as a rule, a multidimensional content and orientation for multilayer perception.
So, to the extent that the product of graphic design is a sign or a sign system, and the quality of the message, first of all, depends on the quality of the sign, its creation / perception requires the language proficiency and the sensation of the context. From this, the visual language of graphic design as a sign system that provides the process of communication, needs to be understood modern stage development.
Analysis of recent studies and results obtained. In the 60s of the year of the 20th century, one of the most popular socio-philosophical doctrines in the West becomes the theory of communication explosion of Canadian professor M. Majajen. In the history of the development of society, he highlights the two main communicative revolutions, the first of which began with the book printing of Gutenberg; The second marked "Electronic and Electric Mass Communication" XX century. Reality or environment for the terminology of M. Majajen is not the fact that it is, but as a young man is designed and represented by a person to communicate. In the 1990s, P. Rodkin, leaning on M. Majaeuen, designs his own theory, considering graphic design as a basis for a new communicative revolution.
Already in the 1970s, O. Chernivich emphasized that the first plan in the chart that serves pedagogy (optimal visualization educational material), science (visual languages \u200b\u200bof mathematics, physics, logic), transport, etc., comes out the communicative function. The researcher predicts that with the development of science and technology, in connection with the information crisis and a number of other factors of the modern world, life in the future industrial society will be impossible without optimal information visualization.
In his monograph "Graphic Design", analyzing Western concepts, in particular, L. Leeshegeant, who defines a graphic design as a "abstract information visualization strategy", O. Chernevich draws attention, which L. Leusegant understands graphic design as "optimal processing strategy The information that is neutral, in the direction of its definite interpretation, "and" The tasks of the designer becomes the transformation of information into visual signals that are interpreted uniquely ". It is L. Leeshekant that introduces and explains the definition of graphic design as a "functional", or "Analytical Communication Strategy".
Staying on the problem of visualization in graphic design, O. Chernevich makes emphasis on the need for the existence of a "visual installation", the value of which is that "it makes an object of installation - a visual country of light is an important, meaningful, that makes sense." "The visual installation submits a person in the form of text - in this value."
Text O. Chernevich considers as a semiotic concept: any object that is perceived and understood as a system of signs, explaining that "the material substance of an object-sign can be the most different, and in the quality of text in semiotics, written and oral language, sequence praises Graphic or sculptural images, architectural complexes, musical phrases, household items, gestures, etc. " .
According to O. Chernevich, "visual text, actually, there is any object that is perceived visibly and as a sign system." In her opinion "and the match label, and form style, and a television screensaver, and the timetable of trains - all this is a different complexity of visual texts that carry a certain message and focus on its visible perception. "
Designing the objective environment as visual text has assisted to deepen the value attitude towards it. " It is rosemkovu, that "since the design allows you to change the visual record of the world, the designer must be able to distinguish between the forms visually significant and not significant, and for this it is necessary to have other visual installation, and visual values. .
O. Chernevich notes that it is in this sense that the design is accepted to understand as visualization, i.e. As the process of visual ordering of peace and combating visual chaos [ibid]. "The whole substantive world must own a visual value!" - So there is a slogan of professional design, O. Chernevich declares [there]. For O. Chernevich, "Conscious installation for designing text-messages, systems and environments as visual text and is a visual design."
"Allocation of visual text as an independent design object is primarily associated with applied graphics and graphic design," makes a remark of a research, - "Where the clear address of information is prerequisite Normal work. "
It also draws attention to the fact that the visual text may be not only the inscription, symbol, image, etc., and a car, interior, street, if they are explicitly oriented towards the visual installation of the consumer. Indicating that in relation to the set of separate texts, there is their system (code, invariant), the researcher distinguishes two categories of practical design: the design of visual communications and the design of the visual language as such, making emphasis on a wide and tactful possession of the visual language as a designer She holds and develops the rules of language behavior.
It is clear that the visual language of graphic design has its own structure formed by a varied endless configuration of expressive linguistic units. Although in plastic arts it is rather difficult to highlight the minimum discrete units, based on which it would be possible to build a corresponding iconic system. In the visual manner there are no clearly dedicated units that could be reduced to a specific directory once and forever. For example, in graphic design (the latter is in the outflows of the imagination and design) the point can mean itself the most and more. Its value every time depends on the specific setting of the problem, it is always contextual.
The fundamental difference of the visual language of graphic design from the language as such is fatigue, which graphic design does not have its own alphabet (finite number of letters-background), as well as a finite number of words endowed with generally accepted values. Their absence significantly makes it difficult to understand its visual language as a system, codes systems, where the point, line, stain, texture, color in endless configurations form plastic messages. Not considered the complexity of the invention of such a system, artists and philosophers (V. Kandinsky, L. Prieto, B. Kokula, K. Peirut, etc.) tried to develop a plastic language, with which it could be "read" artwork.
Therefore, considering the visual language of graphic design as a communicative system, turn to key concepts: Communication, communication, language, sign, message, text to find out their specific characteristics in the context of graphic design tasks.
So, communication is one of the types of general directional communication. It is carried out using signals, signs directed from one facility to another, and finds its expression in communicative acts of natural and social character. A variety of communication in the form is one for its basis - the essence of communication is to transmit the message, while information does not own this directity. The communicative process can be as narrowly directed when the information is intended to be single information receivers and widely directed when the message transfer is intended for multiple systems at the same time. The process is attracted to the subset of the receiving systems.
It should be emphasized that it is a polynidated process of transmitting messages inherent in graphic design.
However, information exchange becomes possible only under conditions of significant non-identity of information potentials of different systems. Moreover, such a difference must exceed the resistance of the information channel. The higher the advantage, the more intense information flow. That is why the graphic design was forced to constantly develop new visual stereotypes. Since, outdated, the engaged stereotype causes the suspension of the information flow.
Communication is a tool social management. This tool turns out to be universal and, showing itself in different ways, is a holistic social education, a universal mechanism of social interaction.
Thus, the visual language of graphic design is a social management tool and how it is high quality built, the higher degree of useful.
Social communication is sometimes identified with the concept of communication. In the article "Art in the Social Communication System" V. Mitin, referring to M. Kagan, emphasizes that communication is a unidirectional connection, and communication is an intersubigrate relationship, i.e. Such activity of the subject, which is addressed to another subject, not the object. For M. Kagan, the attitude towards another subject is drawn up on equal practices as material, practical communication of people in their common labor activity, and at the information level - as spiritual communication. So, in the process of communication, there is no transmission to another of what you know, but the general manufacture of general ideas, ideals, pertices, etc., i.e. Achieving the common efforts of spiritual community.
The system of communicative relations not only covers the personal channels of interaction of people, and includes the continuity and transfer of values \u200b\u200bfrom one generation to another. According to O. Kazinov, "without ordered, formalized and therefore, a limited discipline of communication is not possible community of people as participants in the real historical process."
The tool and universal communications means is the language. It is she who permits to preserve and transfer the accumulated experience from one generation to another. The language is a means of preserving and transmitting information, one of the ways to manage human behavior. Accordingly, the visual language is such a language system that uses visual messages to transmit and save information, which are compiled with specific discrete units (characters) combined into peculiar structures that have specific formal characteristics. The visual language of graphic design is a means of presenting information, where the quality of information is determined by the sign / system of signs.
The sign is the unit of the language system, the elementary component, which retains the characteristics of the language system as a whole. According to the generally accepted understanding, the sign is the unity, a persistent relationship of a certain language content and language expressiveness, with which the content may be in the sign expressed and retained. However, for the thought of O. Chernevich, according to the fundamental unity of the plans of maintenance and expressiveness in graphic design, any definition of a sign using data categories is a tautologic and does not carry anything other than the approval of the existence, differences and links of these plans.
The visual message to some extent acts as primary form visual language. In graphic design, it is also a sign that owns an unconditional primacy over the meaning, and becomes separated from the real communication process and independent of its participants (the one who conveys and the one who accepts). Thanks to the message, expressed becomes independent of both the author and recipient, and on what we are talking about. Complement to the texts, messages create an open context, a necessary textual field, where each text is included in the original "Mirror game", referring to other texts, without the possibility of understanding which of them is primary.
For example, a poster is a classic visual report of graphic design, and an exhibition of an ecological poster is a visual text from this problem. The total of exhibition events of environmental subjects, their reflection in print, television, the Internet is a visual hypertext.
Today, text is all sociocultural reality, text symbols, signs, artifacts, where the leading place is occupied by texts built on visual media embodied in printing, multimedia products, on the screen. If a characteristic duration of perception is for verbal description, then in visual texts, the content is close on the surface, it is visible, visualized. If in the XX century the content of the sign in graphic design is almost unequivocal, and under the text they understand the usual verbal text, then in the XXI century, the visuality displaces the textual written cultural code.
Now you should consider the stages of the Communication process and pay attention to their specific features in graphic design.
First stage: Formulation of the information concept. In graphic design, it begins from the setting of the task and creating a concept, i.e.: What exactly and what information should be conveyed. At the same time, the designer must clearly understand the purpose of the message and its motivation, namely: why it is carried out and what should be achieved; Understand the context (aware of the compliance of the concept of a specific situation).
Second Stage: Coding. It begins the sketching process, which can be called the primary information encoding process. As a result, there is a conversion of communication concept to a visual message where the visual message becomes the product of the information encoding process. The effectiveness of coding depends on the abilities (diving) of the designer to turn information that is intended for distribution to expressive visual signs. Here, in addition to giving the designer, there is an important degree of his awareness of information and sociocultural medium (context). At this stage, the optimal channel for transmitting the message is best. Communication Channel is a tool with which information is transmitted. Factors affect the choice of communication channel: the character of the message that is transmitted; The type of characters that are used to encode information; The weight and attractiveness of the channel for the addressee; Specific advantages or disadvantages of this or other channel type. To improve the efficiency of communication, it is recommended to use two or more channels to transfer the same message. For example: Print advertising and banner complex on the site.
It should be indicated that in graphic design, the visual message is the object of design and communication channel: logo, poster, label, packaging, etc.
Third Stage: Message Transfer. It will be transmitted through the channel and is the delivery of the message from the sender to the addressee. At this stage there is an influence of obstacles. Obstacles are all that distorts the essence or content of the message. Noise almost always accompany communications.
Noises in graphic design require separate consideration, however, it should be specified - this is, first of all, the context in which the message is perceived.
Fourth stage: decoding. Indicates the transition of the received message to the form, understandable to the recipient. When the characters chosen by the sender have the same value for the recipient the message when he understands what the sender meant. Sometimes the addressee interprets the essence and content of the message otherwise than he understood the sender.
In graphic design, this is the right, insecked, perception of the information concept, which in practice is expressed in the choice of the addressee of an attractive packaging, reaction to the ecological poster, the desire to visit the chi other concert, to acquire a magazine; This is a planned reaction to an advertising poster, poster, motivation for purchase, services, etc.
The final stage Communication: Feedback. The process in which the sender and the recipient is changing roles. In the process feedback The recipient informs the sender on how he understood the content of the message. Of course, the presence of feedback increases the duration of communication, complicates the process, but increases its effectiveness, ensures confidence in the correct interpretation of the concept of communication.
Regarding graphic design, advertising agencies are engaged in an analysis of the effectiveness of the message, marketers. They lead statistics that the channel works most efficiently, compare the information product with the original information concept and determine the degree of mutual understanding. In general, the success of the message consists in the effectiveness of the information concept, a clear definition of a language strategy and context, a successful choice of the transmission channel.
"Multimedia," Russian scientists consider M. Lukin and I. Fomicov, is the ability to transfer messages in different signal Systemsah - verbal, graphic, sound, photo, video, animation ". Those. Information acquires new form of display, storage, it is transformed into different digital formats." The basis of modern multimedia systems represents computer technology Combining information text data, sound signals and images in digital formats that helps them play in a display, printed or other display, storage, copying and transmission without loss of quality through a variety of channels and network information speeds. "
After analyzing all these definitions, we can come to the conclusion that the multimedia unit does not exist. Multimedia is an association, combining information units that have visual, audio and audiovisual content.
Visual content is formed by filling with visual content, it is producing and consuming information in visual form; The process of sharing, communications, communication between the addressee, the channel and the recipient at the level of visual receptors.
If you build a complete definition, it will have this kind: "visual content is the information content of the mass communication (in our case it is a web resource), expressed using a visual language: image, signs, infographics, video, etc." . This content forms a new communication channel, which in the XX century received the name "Visual Communications". We should not forget about visual perception, which will play an outstanding role in this process.
Classification of visual content. There are many classifications of different types of information, nevertheless, two: two are relevant to determine the concept "visual content":
1. Behind the way of perception by man. Depending on which the information is received by the way, five of its species are distinguished: visual (or visual), audio (or auditory), olfactory, taste, tactile.
2. Behind the processing methods, the information is divided into numeric, textual, graphic and sound.
Behind the character of the information, visual cats can be commercial (banners, animations), entertainment (photography, illustration and information and infographics, video report) content expressed in different formats at the same time. For an example, an information and analytical portal UA.KorRespondent.net can be taken. On the main page in the center - the logo from the site menu: on the right side - an advertising banner: a little lower - the section of the multimedia, made in a separate scoreboard; On the left side - the photo of an important event of the day, etc. It is a typical lowland content, the characteristic day of all information portals.
In the context of the species of multimedia in online journalism, researcher V. Ryabichev developed such a classification: Audio (WAV, MP3. RAM): Video (MPEG. AVI. MOV): Graphics: Animation (GIF), Image (JPEG). Flash presentation (complex object developed in 1986 by FutureWave using vector graphics).
As you can see, the developer in its classification was repelled from the format of multimedia content. Nevertheless, it is not mentioned about the text as part of the multimedia that B. Potatishik calls her in his multimedia hierarchy of formats, it has such a grandfather text (Augmented by graphics and photos), video, audio. Graphic and photo The scientific worker considers the addition to the text part, and not independent components of the media. From this means that visual content in its interpretation is the text that complements the illustration.
We give your classification of visual content formats: Visual: Text, Infographic, Photo, Animation; Audian: Audio: Audiovisual: Video, Animation, which is related to both visual and audiovisual, since it is sometimes accompanied by sound. Animation is created in GIF format. "GIF. - to the thought of V. Ryabicheva and є Karanova. - One of the many digital image formats, which has a small size, high image clarity, nevertheless operates with a limited number of colors, namely: 256.
Thanks to the animation effects, GIF hit the category of popular graphic formats. The principle of creating these effects is built on the use alternately several static frame images. For each frame indicates the time of its lighting on the screen. The sequence of frames can be looped. Often this technology is visible among advertising messages on the network. "
"Computer animation," I. Mashchenko notes, disclosing the essence of this method of displaying information, is a way to create animated (hand-drawn) cinema and video files using computers. Using software, as well as data banks (archives, visual information) and drawings performed. On the electronic tablet, you can get a landscape display on the screen, the scenes in which you can constantly make changes (relative to the scale of the image, angle, perspective, the nature of the illumination, etc.). "
Conclusions. In most cases, now people perceive the information visually. This is due to the natural construction of their body, as well as with development. technological meansVisual image-oriented images. Logo, clip scanning surrounding our contemporary due to global distribution visual imagescreated by entrepreneurial structures, the main motive of which is the promotion of goods or services, profit. The Internet is saturated with banners, streets - big beards, radio and television - audiovisual rollers. In addition, with the help of modern technical auxiliary means, you can create visual products and rub them.
Visual content is composite multimedia, which together from text content represents a part of the general information content of web space. This computer technology display technology and defines the feature of the Internet media. A huge array of text in combining with its iTTeractive and efficiency and puts forward this tool for the advanced position.
IN global Network It is the content that represents the main percentage of information that is displayed. different formats (video. Image, photo, animation, etc.). They provide media new features and benefits to transfer messages to the target audience.
If speak about practical applicationThe visual content is quite widely used in Internet communications. Practice is ahead of theoretical development. There are a number of problems with the terminological basis of this computer-oriented method of displaying information. which is negatively denoted on the process of studying in the highest educational institutions, on the preparation of the necessary scientific literature. Only from a dozen professional editions can be called, in which the terminological base of this area is being developed. National terminology needs national science, because it is a sign of the formation of an information society in Russia.
Thus, graphic design is a functional, analytical system visualization system. Its tasks are information transformation into visual signs, which must be interpreted as expressive as possible. Accordingly, the visual language of graphic design is a means of presenting information. The sign / system of signs determine the quality of information than a high-quality sign, the higher degree of useful. Visual graphic design language is a sign system: it uses visual messages to transmit information that there are signs. In turn, messages form a visual text, which, together with many other texts, is a visual hypertext of the information environment.
Graphic design language is a social management tool. It provides continuity and transfer of values \u200b\u200bfrom one generation to another. Without ordered, formalized and therefore, the limited coupling discipline is not possible community of people as participants in the historical process. Language is a tool and universal communications. The efficiency of communication is to coherence at all its stages: creating an information concept according to the context, the definition of language strategy, choosing and creating a transmission channel, which provides effective perception of information, analytics.
Further scientific research We are held in the direction of studying the visual language of graphic design from the position of plastic syntax.
Definition 1.
Visual communications are a type of interaction in which the transmission of information is carried out with the help of iconic systems, images, infographics, images.
The main difference of this species communicative interaction It acts the fact that communication is entirely or partially relied on vision.
In modern society, visual communications are at the stage of its intensive development, implementing several topical tasks. Nadintsification of the development pace of this type of interaction is due to the active implementation of modern information and communication technologies that facilitate the transmission processes of visual images. Visual communication today acts as an integral part of the media activities, social media, etc.
Approaches to understanding the essence of the definition of visual communications in the framework of social psychology
Visual communications are one of the fundamental categories of social psychology. As part of the procedure for scientific knowledge, this type of interaction is an interpersonal communication based on visual, optical interaction. Tools of non-verbal communication are the signals of movements - gestures, facial expansion, poses, contact with eyes, gait, as well as physiognomy - body design, face structure, skull. These interaction tools organically complement verbal signals, help clarify, adjust the meaning of the said.
Functions of visual communications
Visual communication means successfully implement a number of current functions, including the following:
- information - the function of transferring information messages;
- expressive - the ability not only to transmit meaning, but also subjective assessment of the meaning of the message;
- pragmatic - the ability to broadcast communicative installations that have a certain impact on the recipient.
Optical-kinetic visual communications subsystem
The implementation of visual communicative interaction largely depends on external view The interlocutor, his expressions of the face, facial expressions, gestures, poses, televitations, etc., forming the optical-kinetic subsystem of communication.
Definition 2.
Under the kinetic gestures in modern scientific literature it is understood as a combination of movements of hands, heads, other parts of the body, accompanying the speech of the individual who emphasize the meaning of the said.
Mix over a million bodily signals, signs that can be used by the personality in the process of interaction. Gestures may emphasize the meaning of the said, strengthen the expressness of the informational message. At the same time, the inappropriate use of gesticulation can produce confusion, the uncertainty of the communicant, the possible lie contained in words. Indirect evidence that a person tells in a lie, tested such gestures as lips licking, rubbing the eyelids, an avoidance of a straight look, the protection of mouth with hand, a non-heightening voice, etc.
There are a number of gestures speaking evidence of the openness or closedness of a person for communication. Open, open palms act as evidence that the person is configured to frank, sincere communication. In contrast, the clutch fingers, as a rule, act as a negative signal, outstanding disappointment, the desire to suppress emotions. Capturing the wrist hand can perform a signal of nervousness, human uncertainty. Crossed hands give a negative or defensive position of one of the actors of interaction. Woven fingers can signal disappointment, dislike, nervous voltage.
Thus, visual communications in social psychology are an integral component. interpersonal communication, organically complementing, clarifying the meaning of a verbal message, and in some cases completely refuting it.
