2. THE PERCEPTIVE PRINCIPLES

• Developed by the German school called Gestalt Psychology– The relation between the figure and the

background– Termination or closure principle– Other perceptive principles

The relation between the figure and the background

• There is always a figure that stands out more than the other figures through its size, colour and position.

• You cannot visualize the figure and the background at the same time.

TERMINATION OR CLOSURE PRINCIPLE

• Even if a figure is not complete and the directions are well defined, the sight tends to complete the figure.

Other perceptive principles

• Intense light can separate the figure from the background.

A simple figure tends to be observed before more complicated figures.

• We tend to observe first the figures that we are familiar with.

When we look at this photo all the shapes have the same features, so we see them as a whole.

3. VISUAL EFFECTS

• Law of proximity• Law of similarity• Law of continuity (closure) • Law of contrast and homogeneity (symmetry)

LAW OF PROXIMITY The forms that are the closest together are perceived as

belonging to the same figure.

LAW OF SIMILARITY Equal or similar forms are perceived as one single

figure.

Law of continuity (closure) Forms pointed in the same direction tend to be

perceived as one single figure.

Law of contrast and homogeneity (symmetry)

– Contrast = the figure that stands out from the background

– Homogeneity = visual integration of the forms that make the image

4. OPTICAL ILLUSION

• Optical illusion can be created by a form that begins flat and ends up being a volume.

• A drawing that is impossible to create in reality.

• An interweaving of lines that look like they are moving if we move.

• Some examples of optical illusions (named after their creator)– The dihedral of Mach (or the

“reversable open book”) “towards us – away from

us”– Schroder's reversible staircase

the planes can be the upper or lower part of a full or empty volume

– Impossible figures

– Kinetic figures Produce the sensation

of movement

5. VISUAL COMMUNICATION• Visual communication is a

process through which messages are communicated by means of images. – For this process to take place,

you have to consider the context in which the image and its meaning are found.

– Next to that several basic elements act in this communication process: the sender, the receiver and the channel or medium.

Signified and signifier• Signified– The real or symbolical meaning that you give to a

visual message (e.g. the dolphin).• Signifier– Refers to the visual content of the image or the

form(e.g. representation of freedom, strength and life).

• Visual code– Culturally defined systems of relationships

between signified and signifier.

Elements of visual communication

TransmitterThe person who wants to realize the

communication Message

The information that the sender wants to transmit

ReceiverA person or group that receives and interprets

the information of the sender

• Medium or channel or means– The channel of communication through which the

message is transmitted• E.g. photos, the press, television, cinema, etc.

– The medium is the physical element that supports the communication e.g. newspapers support the press

6. VISUAL LANGUAGE• Communication through images requires its own

language, called ‘visual language,’ that is used so that messages can be interpreted suitably.

– We need a group of rules in order to build or combine those visual elements.

• Rules – The syntaxis of this sign consists of a simple visual

and geometrical structure to perceive it fast.

Types of visual language

Objective visual language:wants to transmit only 1 possible meaning uses geometrical forms or figures that are very

similar to the reality Visual language of advertisement

2 objectives: the message has to be understood quickly + the images have to attract the receiver

Artistic visual languagehas to produce different feelings and sensations

objective visual language ↑

↑ visual language of advertisement

←artistic visual language

Types of images

• Static images – Can be flat or 3-dimensional• Flat static images: a painting, a photo, a comic, etc.• 3-dimensional static images: a sculptural, a building,

etc.

• Moving images– Cinema, telivision, video, theatre, dance,

videogames, etc.

Communicative function• 3 groups of images: brands, signs and symbols– Brands• A sign of which its functions are afirmation, notice or

differentiation– Signs• An instruction, an order or a prohibition• quickly transmits information therefore its form is simple

and clear– Symbols• Represents an idea, a memory or a feeling• Change according to the believes, tastes and habits from

the culture

PURPOSES OF IMAGES

• Images can be classified according to their purpose into:

– informative– exhortative– recreational– aesthetic

1. Informative purpose• The images are a suitable means to inform in a clear

and direct manner. The informative images are used to identify people or groups; indicate actions, directions or places; describe facts or situations; or communicate news.

a) Identifying images• Identifying images express or symbolise the philosophy

of a company or an individual. Their purpose is to be recognised and distinguished among the other ones.

• For example: logos, brands and the images of flags.

b) Indicative images• Indicative images try to show things through signs or

notices.• For example: pictograms which show us directions to

follow or specific places.

c) Descriptive images• Descriptive images define places or figures explaining

their different parts or qualities, normally through a simplified design.

• For example: scientific pictures of natural forms, designs of buildings and objects, diagrams and maps.

d) Notifying images • Notifying images are the images of the press which

accompany the informative texts or leaflets advertising events.

2. Exhortative purpose

• Exhortative images try to convince the recipient to do what the message is proposing.

• They are mainly used in advertising to maintain the interest of consumers in the products.

3. Recreational purpose• The main objective of recreational images is to

entertain.• A few examples of these images are: comics, films,

theatre plays, puppet shows, some newspaper images, etc.

4. Aesthetic purpose The purpose of aesthetic

images is to awake the admiration and the ability to enjoy the beauty.

These images are works of Art which, through their subject, express among other things feelings and transmit a particular idea of beauty.

COMMUNICATIVE FUNCTION

• A brand

• A sign

• A symbol

EXAMPLE OF ANALYSIS OF IMAGES

LOOK CAREFULLY AT THE IMAGE AND WE MUST ASK OURSELVES SEVERALQUIESTIONS:

1. WHERE IS THE SCENE SITUATED?

2. HOW MANY PEOPLE APPEAR IN THE SCENE

3. WHAT ARE THEY DOING?

4. ARE THERE OTHER ELEMENTS?

We are going to analyze this photo from two points of view.

THIS IS A FUNCTIONAL OBSERVATION

Activities

• Observe the following map a while and draw from memory its outline.

• Afterwards compare it with your drawing.