VISUAL LANGUAGE ✒Fill in the blanks with the given words.

Calligrams - Art – logo – signifier – sender – objective – Advertising – information - code Visual communication is a mean of transmitting or expressing __________ through images. There are many kinds of visual communication and, as in any way of communication there are always a _________ and a meaning for it as units of information, as well as a message sent by the _________ to the receiver. Depending on the visual _________ these will show up in a form or another. Visual language can be __________ or subjective. _________ images use visual languages strictly related from the point view of the author so visual language in art is mostly subjective. __________ images show images that can be quickly understood in order to convince the viewer to buy something. Visual advertising usually shows a headline, an illustration or image, some text and a brand or_________ which are the signature elements. The goals visual poetry, __________ or surrealists art objects are somehow the opposite of advertising, trying to make the viewer think or hesitate at the same time than showing aesthetic images. PERCEPTION Perception is the process to acquire information through the five senses. Visual perception is the interpretation or differentiation of visual stimuli. The visual perception of images is different for every person because it also depends on cultural and individual experience. Observing plays a key role in perception and consists of looking carefully at the shapes and thoroughly studying their visual qualities and meanings. GESTALT LAWS AND PRINCIPLES OF VISUAL PERCEPTION The Gestalt was a school psychological thought born in Germany in the 1920s. The term Gestalt laws refers to theories of visual perception developed by these German psychologists around 1950, trying to describe how people organize the visual elements they see into groups or unifying wholes when certain principles are applied. Closure: Elements with an incomplete outline are completed. Our brain fills in the missing gaps. Proximity: Elements of the image placed close to each other, are perceived as a figure or as a group. Continuity: Elements that are arranged in the same direction, are perceived as a unit. Similarity: the same or similar elements are perceived as a single figure. Figure - ground (or background): Among various shapes, it is perceived easily the one that stands out for its shape, size, position or colour. Figure and ground cannot be perceived at the same time.

Rene Magritte was a surrealist artist who used some of these principles as a main subject of his paintings.

Chema Madoz is one of the most popular Spanish photographers and his work is considered as visual poetry.

✒Project:Visual Metaphors, Object Poems, And SurrealismInvestigate about Rene Magritte and Chema Madoz pictures and create your own visual metaphors, visual poems or surrealist pieces of art. Use a DIN-A4 paper. Use any drawing, shading or colouring technique available. NAME GROUP