Visual Language

1. Visual Language being heard by being seen Ron Bergquist

2. Introduction • is “Who Gets Heard?” a function of who is listening? • can we get heard by ensuring that people see what we are saying?

3. Visual Language Uses • oral presentations • written communications • signage • Human Computer Interaction design • transcultural communications

4. Organization Start Theory Strategies Rhetoric Uses Conclusions • Theoretical underpinnings • Theoretical underpinnings • Rhetoric of visual language and design • Cognate strategies • Visual Language Uses • Conclusions

5. Theoretical Underpinnings the mind, the eye, and how we understand what we see

6. How the brain sees Start Theory Strategies Rhetoric Uses Conclusions • Vision - "a process that produces from images of the external world a description that is useful to the viewer and not cluttered with irrelevant information." • At best, ours is an abstract appreciation of our world. • we see • what's in front of us, not what's all around us • surface, not volume • in 2D, not 3D • we see in perspective • we don't see • discrete objects • rather we see surfaces and the boundaries between them • Recognition of shapes as things are limited.  • mental images are not complete, fragmentary parts of a complete image • we use conceptual knowledge of our world, not the characteristics of the image itself, to categorize mental images • images are ambiguous

7. Constructing meaning for what it sees Start Theory Strategies Rhetoric Uses Conclusions • Rules for visual construction • One school of thought holds that we create a visual experience of objects that we see • in a phenomenal sense • Physical properties of the eye and the brain • modified through "rules" • construct what you can see • and restrict what you can construct • But what kind of “rules” are applied?

8. Gestalt Theory Start Theory Strategies Rhetoric Uses Conclusions • Gestalt Principles • proximity • similarity • continuity • symmetry • closure • relative size • figure & ground

9. Gestalt Proximity Principle Start Theory Strategies Rhetoric Uses Conclusions • we tend to perceive things that are close together as being parts of a coherent group • the simplest and most powerful way to emphasize the relationship between objects is to place them in proximity

10. Gestalt Similarity Principle Start Theory Strategies Rhetoric Uses Conclusions • we tend to group together those things that appear similar • size • shape • color • relative density of color

11. Gestalt Continuity Principle Start Theory Strategies Rhetoric Uses Conclusions • we tend to group things together if they are in a smooth directional continuation

12. Gestalt Symmetry Principle Start Theory Strategies Rhetoric Uses Conclusions • we tend to see perceive symmetrical arrangements as more likely to be a coherent whole than parallel arrangements

13. Gestalt Closure Principle Start Theory Strategies Rhetoric Uses Conclusions • we tend to see a closed contour as an object • there is a perceptual tendency to close contours that have gaps in them

14. Gestalt Relative Size Principle Start Theory Strategies Rhetoric Uses Conclusions • we tend to perceive similar components of a pattern as objects • we see the similarity in size and shape as indicating a relationship among objects that may not exist

15. Gestalt Figure & Ground Principle Start Theory Strategies Rhetoric Uses Conclusions • a fundamental perceptual act of perceiving objects • when confronted by several objects, we tend to see the figure that is perceived to be in the foreground

16. Bottom-up or top-down understanding? Arbitrary symbols Semiology bottom-up approach builds on symbols (or signs) and how they convey meaning signs have no intrinsic meaning become signs only when we invest them with meaning. anything can be a sign as long as someone interprets it as referring to something other than itself. Jacques Bertin Semiology of Graphics Sensory symbols Affordances top-down approach builds on perceiving possibilities for action in the affordances we perceive through our sense of sight. J.J. Gibson The Ecological Approach to Visual Perception Start Theory Strategies Rhetoric Uses Conclusions • We seem as a species to be driven by a desire to make meanings • above all, we are surely Homo significans - meaning-makers

17. Organization Start Theory Strategies Rhetoric Uses Conclusions • Theoretical underpinnings • Rhetoric of visual language and design • Cognate strategies • Visual Language Uses • Conclusions • Rhetoric of visual language and design

18. Start Theory Strategies Rhetoric Uses Conclusions Rhetoric of visual language and design rhetorical situation functional semantics of rhetoric functional semantics of content

19. The Rhetorical Situation Start Theory Strategies Rhetoric Uses Conclusions • Audience • think of them as users • who are they; what do they know already • Purpose • think of it as your goal • what should this communication accomplish • Context • the communications environment • where and how will the users receive the communication

20. Functional Semantics of Rhetoric Start Theory Strategies Rhetoric Uses Conclusions • guide readers through document • focus attention • cluster visual & verbal elements • organize overall page (or screen) design show context of concepts • increase impact • manipulate & operate

21. guide readers though a document Heading 1 Heading 1 Heading 2 Heading 1 Start Theory Strategies Rhetoric Uses Conclusions • show or tell the reader how the document is organized • provide landmarks for maintaining orientation to the subject • arrows & icons • repetitive visual clues • schematic diagrams

22. focus attention Eickhoff, Jürgen, “The German Language in America,” Have you heard this one? During revolutionary days (or immediately thereafter), a convention was held in the Colonies for the purpose of deciding what our national language would be. English and German were the most popular choices and, when the matter came to a vote, English won – but only by a single vote. Ironically, the deciding vote was cast by a German, who is regarded in some German circles as a Benedict Arnold. The story is widespread in Germany and seems to be ineradicable in spite of media efforts to set the record straight. But like all legends, this one is based on actual events. In 1794, upon a petition submitted by German-speaking citizens of Virginia, two congressional committees discussed the possibility of printing an official German version of Union laws in addition to the English version. A year later, the petition was denied by the full Congress. There is some evidence that the Speaker of the House, a German-American by the name of Frederick A. Muhlenberg, cast the decisive vote. This seems to have been the origin of what among scholars is now known as the Muhlenberg legend. Have you heard this one? Start Theory Strategies Rhetoric Uses Conclusions • show the reader that different areas of the page should be given special kinds of attention • prose focusers • arrows • abstract symbols • abstract shapes • highlighters

23. cluster visual & verbal elements Start Theory Strategies Rhetoric Uses Conclusions • show which elements belong together • or are connected in some way • clustering based on Gestalt principles • tables, matrices • proximity groupings • linear linking devices • divisions, mergings • complex linking networks • circular, radiating diagrams • unique shapes

24. organize overall page (or screen) design Start Theory Strategies Rhetoric Uses Conclusions • show the user how the page (or screen) is organized • visual shapes, shading, white/gray space • titles, headings, subheadings • grids • specific clustering devices

25. show context of concepts Start Theory Strategies Rhetoric Uses Conclusions • orient the user • “map” the document/screen to the communication environment

26. increase impact visual techniques to emphasize aspects of the message abstract or 3-D shapes contrast frame detail sharpness size shape white space front motion arrows shadows perspective silhouettes human figures Start Theory Strategies Rhetoric Uses Conclusions

27. increase impact (location) 1 Start Theory Strategies Rhetoric Uses Conclusions • upper left • in Western cultures, all other things being equal, the upper left calls attention to whatever is there • central • center of visual focus • combinations • any cluster of the previous set of techniques will attract attention

28. manipulate & operate Start Theory Strategies Rhetoric Uses Conclusions • show the user how to make something happen • navigation • point of view • subject matter • outside environment

29. Functional Semantics of Content show who show what (appearance) show what’s inside show where show when show how it works show how to do it show motion show which (name, label, & indicate) show which (definitions) show examples show what can’t be seen show comparisons show quantitative comparisons Start Theory Strategies Rhetoric Uses Conclusions

30. show who Start Theory Strategies Rhetoric Uses Conclusions • show the persons involved • identity, appearance, emotions, attitudes, etc. • verbal descriptions can augment, but not supplant, the value of an image

31. show what Start Theory Strategies Rhetoric Uses Conclusions • identifies • portrays • describes the appearance of physical objects • points of view • parts • background or context

32. show what’s inside Start Theory Strategies Rhetoric Uses Conclusions • visible and invisible interiors of objects • allows a more complete understanding of complex constructed or natural phenomena • “see” what cannot be seen

33. show where you are here Start Theory Strategies Rhetoric Uses Conclusions • locations of things in space • maps • diagrams • schematics this is home

34. show when Start Monday Tuesday Wednesday Thursday Friday Theory Saturday Sunday Strategies Rhetoric Uses Conclusions • general or specific time • as duration • as instantaneous events • clocks • calendars • natural event icons • weather images • abstract graphic representations • time metaphors

35. show how it works Start Theory Strategies Rhetoric Uses Conclusions • how a machine or human-made system works • how a natural system or process works • process diagrams

36. show how to do it Start Theory Strategies Rhetoric Uses Conclusions • step through a specific task • user manuals

37. show motion Start Theory Strategies Rhetoric Uses Conclusions • tell about the change in location of physical objects • lines to indicate paths of motion • origination, destination, environment, and direction of movement • positions of movement • natural phenomena in motion • distortions of natural motion • distortions in shape • metaphorical uses

38. show which (name, label, & indicate) A A. Lucas Headlamp Start indirect labeling Theory Knock Off Hubs Strategies Rhetoric Uses Conclusions • indicates distinctions and conventional names for these distinctions • direct labeling A

39. show which (definitions) A Tort is … one or more of the following battery or false imprisonment or malicious prosecution or defamation and either or both malicious intent and/or negligence and causal nexus and either or both consent or reasonable risk or breach of contract Start Theory Strategies Rhetoric Uses Conclusions • use of words to define abstract ideas that cannot be pictured • visual ordering of a complicated definition

40. show examples Start Theory Strategies Rhetoric Uses Conclusions • instances of a general category or idea • incorporate users into the scene • put them into their mental model

41. show what can’t be seen Start Theory Strategies Rhetoric Uses Conclusions • display forces, relationships, & other influences that cannot be perceived with the eye in nature • represent the invisible with line, shape, & simulated movement

42. show comparisons Start Theory Strategies Rhetoric Uses Conclusions • how things are different and/or similar • visual spreadsheets

43. show quantitative comparisons Start Theory Strategies Rhetoric Uses Conclusions • examine & compare amounts, trends, proportions, etc. • compare relative amounts • compare rank • compare items within ranges • compare changes over time • compare patterns of relationships between two or more variables

44. Organization Start Theory Strategies Rhetoric Uses Conclusions • Theoretical underpinnings • Rhetoric of visual language and design • Cognate strategies • Visual Language Uses • Conclusions • Cognate strategies

45. Cognate strategies things to consider to make the design work

46. Visual-Verbal Cognates Arrangement Emphasis Clarity Conciseness Tone Ethos visual structure and organization functional matters of style readibility users’ subjective responses to the visual signals Start Theory Strategies Rhetoric Uses Conclusions

47. Arrangement Start Theory Strategies Rhetoric Uses Conclusions

48. Emphasis Start Theory Strategies Rhetoric Uses Conclusions

49. Clarity Start Theory Strategies Rhetoric Uses Conclusions

50. Conciseness Start Theory Strategies Rhetoric Uses Conclusions