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SENSUAL & PERCEPTUAL THEORIES

SENSUAL & PERCEPTUAL THEORIES. VISUAL COMMUNICATION Chapter 5. We see not with our eyes, but via signs and symbols in our brain. 2 Core Theories. Sensual Theories Perceptual Theories. Visual…. Visual Sensation Visual Perception. Gestalt Theory. Gestalt

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SENSUAL & PERCEPTUAL THEORIES

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  1. SENSUAL & PERCEPTUAL THEORIES VISUAL COMMUNICATION Chapter 5

  2. We see not with our eyes, but via signs and symbols in our brain.

  3. 2 Core Theories • Sensual Theories • Perceptual Theories

  4. Visual… • Visual Sensation • Visual Perception

  5. Gestalt Theory • Gestalt • “A ‘shape’, ‘configuration’, or ‘structure’ which as an object of perception forms a specific whole or unity incapable of expression simply in terms of its parts” – O.E.D.

  6. Gestalt Theory • The whole is different from the sum of its parts • 5 Ways…

  7. Gestalt Theory • Similarity

  8. Gestalt Theory • Similarity

  9. Gestalt Theory • Similarity

  10. Gestalt Theory • Proximity

  11. Gestalt Theory • Proximity

  12. Gestalt Theory • Proximity

  13. Gestalt Theory • Continuation

  14. Gestalt Theory • Continuation

  15. Gestalt Theory • Common Fate

  16. Gestalt Theory • Closure

  17. Gestalt Theory • Closure

  18. Gestalt Theory • Gestalt and Figure-Ground relationship

  19. Gestalt Theory • Principle of Camouflage

  20. Gestalt Theory • Gestalt explains: • Individual forms create image’s content

  21. Constructivism • Julian Hochberg • Eye movements • Active(_________) vs. Passive(_________) viewing

  22. Constructivism

  23. Constructivism

  24. Constructivism

  25. Constructivism

  26. Constructivism

  27. Constructivism

  28. Semiotics • Semiotics (Semiology) • Sign

  29. Semiotics • Iconic Sign (Icons)

  30. Semiotics • Indexical Sign

  31. Semiotics • Symbolic Signs (Symbols) ABCD "Words" 12345

  32. Semiotics • 2 Parts of Signs: • 1. Signifier • 2. Signified • Meaning created by

  33. Barthes & Codes • Roland Barthes • Chain of Associations

  34. Barthes & Codes • Codes

  35. 4 Codes • 1. Metonymic Code

  36. 4 Codes • 2. Analogic Code

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