Issues in Visual Communication

Researchers present the fact that the greater part of the information we keep in mind is through the perceptive sense of sight. These are corroborations that visual communication is one sure form of communication that wields much influence that can cause a change as intended by the sender of information.

Visual Communication is a form of communication that uses images, symbols, even words, graphics etc to convey information. Communication happens in different forms which include:

• Verbal communication 
• Non-verbal communication
• Written communication
• Visual communication

 

Communicating visually comes with its own peculiar challenges better described as issues in Visual Communication which occur on the part of both the communication designer and the receivers or the target audience.

Who is a Communication Designer?

This refers to the person who performs the act or task of encoding a message through his or her understanding of the communication problem, the audience and the communication goal. The term communication design is now widely used to refer to designers and professionals who perform duties related to presenting information to a group of people to be able to understand without ambiguity. Communication design includes a lot of fields like Graphic Design, Photography, Videography, Sound Production, animation and a lot more.

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Who is the target audience? 

This refers to the people to whom a communication message is targeted. The target market even though can be large is always divided into segments in a process popularly known as target audience segmentation and it is done through audience research and analysis. Through knowledge and understanding of the audience, the visual communication designer can create visuals that are just apt to the task of delivering the appropriate message that is without noise.

Issues encountered in Visual Communication

Information overload

The use and placement of too many elements on a page make it difficult for the viewer to make meaning out of the message. Including too much elements like texts, images, shapes in a work will mean that inappropriate elements might also be included that will hinder the viewer from clearly understand the message. Visual communication is planning content through the understanding of the perceptual ability of the audience to ascertain if they can make meaning of the message.

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Ambiguity

A term that is described as an instance where the meaning of a message seems to be multi-dimensional without specificity to what actually is being presented. How does this happen? Use of inappropriate words or vocabulary as well as use of visual elements like images that do not represent the right information being sent out.

Lack of audience research

Creativity alone is not enough to communicate effectively visually but creativity with purpose and understanding of the audience is what makes it happen. There is a level where children can understand some images even though images are a great way for them to learn. This will mean that the kind of visuals presented to either a target dominated by children or adults must carefully be considered through research. 

What are some elements included in audience research?

• Demographics
• age
• sex
• Need / want
• Knowledge level or visual literacy etc

Not using a creative brief

A creative brief is a document that brief and it guides the designer about the scope of a project to be delivered. It becomes an issue when a client does not present a brief to a designer to work with or a designer does not create briefs with clients to work with. Information and good understanding aid in creating content that resonates well with the audience and also makes it possible for the audience to understand the message.

Lack of context

Talks about the beliefs, ideas and perceptions under which a work of communication is created. Culture has diversity and uniqueness and it means that a visual communication message that might work in a certain culture might be differently interpreted in another country or culture. To prevent misinterpretation or confusion, it is necessary to do audience research to understand their background in detail to prevent any backcash.