The power of a visual image is determined by a complex array of elements. Anyone who creates a page for a magazine, makes a PowerPoint presentation, designs a brochure, prepares a poster or dreams up an idea for an infographic is faced with some important questions:
• Why is it better to put this photo here rather than there? • What background color should I use for my presentation? • What do I need to bear in mind when creating an internet page? • Is it better to use a table, a graph or an infographic for these numbers? • Do I need to ask permission to use this image for my weblog?
These are the kinds of questions that Visual Language answers. The book is divided into four sections. The first section introduces the subject. The second part explains three important theories relating to visual images: Gestalt, semiotics and visual rhetoric. Using these theories, in section three the authors explore the fundamental elements of visual language: composition, typography, perspective and color. The fourth and final section presents applications from everyday practice: photos, graphs and tables, infographics, web pages and magazine pages.
Visual Language is intended for anyone involved or is likely to become involved professionally with publishing images: from journalists, text and image editors and makers of infographics, advertisements, exhibitions and magazines to museum staff , communications advisors, photographers, illustrators, typographers and web designers. Because of the multidisciplinary approach adopted by the authors this book will be an invaluable tool for all readers, irrespective of their individual disciplines.
Visual Language combines theory and practice, with assignments at the end of each chapter. This guide is an excellent reference work for both academic programs and vocational studies.
"As one of the few works to attempt visual analyses using three fundamental schools of design analysis, this book may represent a pioneering effort" S. Skaggs, University of Louisville
This book is intended for anyone who is involved or is likely to become involved professionally with publishing images: from journalists, text and image editors and makers of infographics, advertisements, exhibitions and magazines to museum staff, communications advisors, photographers, illustrators, typographers and web designers. The multidisciplinary approach adopted by the authors means that this book will be an invaluable tool for all readers, irrespective of their individual disciplines.
Jos van den Broek
Prof. dr. Jos van den Broek doceert wetenschapscommunicatie in Leiden.
Jos van den Broek teaches science communication at the University of Leiden.
'Visual Language is een boek dat een serieuze poging doet om het brede en nog weinig ontgonnen terrein van beeldtaal zowel vanuit de producent als vanuit de gebruiker letterlijk en figuurlijk in beeld te brengen. En in die poging zijn de auteurs absoluut geslaagd.' - Instituut voor Beeldtaal, 8 juni 2014