Visual communication


Currently there are different means of communication . One of the most used today is undoubtedly visual communication , an easy and safe way to transmit different types of messages using images or symbols . It is an ancient form of communication that has become more important with the passage of time.


What is visual communication?

Visual communication is a process through which information can be presented using graphics in order to be able to efficiently and easily convey ideas. It is a communication process that uses sight .

  • What is visual communication?
  • What is it for
  • Visual communication characteristics
  • History
  • Elements
  • Types
  • Media
  • Techniques
  • Target
  • Advantages of visual communication
  • Disadvantages
  • Importance of visual communication
  • Examples

What is visual communication?

Visual communication consists of the use of a series of graphics or drawings to be able to express different ideas or instructions in an easier , faster and more efficient way . It is a communicative process of great importance today as it is considered the main means that people use to be able to relate to everything that surrounds them. It also consists of a tool for several notable areas such as graphic design advertising and communication .


What is it for

This type of communication serves to be able to perform a persuasive function as it is a very useful means with which it is possible to convince people with the aim of being able to change the perception of things or thoughts . In addition, it also serves to express , through images, colors and different elements the emotions , feelings and sensations of people.

At the same time, it serves to provide information on different topics, to convey feelings of beauty or to give greater importance to certain messages that are transmitted by other means.

Visual communication characteristics

Among the main characteristics of visual communication are the following:

  • This type of communication has a universal character because it is practiced all over the world in a simple way.
  • It can be given consciously or unconsciously .
  • It has a high degree of visibility .
  • It has aesthetic quality and functionality .
  • It focuses on the time dimension that includes duration and validity.
  • Its interpretation is easy for individuals to understand.
  • They are considered as a type of universal communication because it can be understood anywhere in the world.
  • They fulfill a number of important functions including persuasion , information , aesthetics, and phatic .


The history of visual communication begins its history in ancient times , since the inhabitants of the caves painted pictures on them in order to pass on information. The first records that exist on this type of communication are located in Sumeria where pictographic drawings were used to record records.

The Egyptians also took on the task of continuing with visual communication, improving the technique so that it could be better understood with the use of pictorial and written language . In ancient Rome , the settlers used visual communication in an important way and as time passed, a series of new technologies were implemented until we reached what we know today as visual communication, which began to take on greater importance with the birth of silent movies .


There are several elements that make up visual communication which are two-dimensional or elementary . Two-dimensional elements are mentioned below.

  • Point : considered as the simplest unit within this type of communication.
  • Line : it is defined as a type of point that is in motion.
  • Contour : the line that gives definition.
  • Dimension : it is the volume of all the elements.
  • Colors : types of monochrome representations.
  • Texture : what can be touched.

Among the basic or elemental elements we find:

  • Sender : the person in charge of sending a certain message.
  • Receiver : this is the person who receives the message that has been sent.
  • Message : what needs to be communicated.
  • Channel : is the means by which the message is transmitted.
  • Code : they are a set of rules and procedures used to be able to issue and then receive a certain message.


There are three important types of visual communication which include visual language of objective type , advertising and artistic . Nowadays, there are several types of visual communication among which we can mention posters , billboards found on important streets and highways, posters , photographs , social networks , magazines , information pages and websites. .


Visual communication uses visual media to transmit messages, this implies everything that a person can observe. Currently, one of the main means of transmitting information using visual communication is the internet , since it is seen worldwide and has the ability to inform using graphics, photos, drawings and more.


The techniques used to communicate visually are many and the functionality of the message to be transmitted will depend on them at all times . They are processes through which all the elements that a certain message has can be properly understood. The main techniques are:

  • Balance : this is one of the most widely used techniques and it is important because all visual perception depends on it.
  • Instability : although it may seem incredible, instability is a very good technique because it has the ability to make the person ask disturbing questions, increasing their curiosity and desire for information.
  • Symmetry : in it the elements are located next to a central axis and are placed exactly.
  • Asymmetric imbalance : it is a little more difficult to achieve but when it is achieved, the person who observes the message feels more interest.
  • Regularity : favors the uniformity of all the elements following a certain order.
  • Simplicity : the message is delivered clearly, without complications.
  • Complexity : the messages have a higher level of visual complication and also contain several units that must be processed to understand the message.


The main objective of this type of communication is to express a clear and simple message that can be understood without any problems using a series of images , symbols or signs that can be transmitted, thus eliminating the language barrier.

Advantages of visual communication

Among its main advantages we mention the following:

  • Has the ability to convey ideas quickly and easily.
  • It is a very simple type of language that practically all receivers can understand.
  • It is flexible .
  • You can express ideas with a smaller amount of content.
  • It is very functional to be able to market products.


Among its disadvantages we find:

  • The inappropriate use of gestures can lead to misunderstanding the information to be transmitted.
  • They can cause some types of distractions for receivers.
  • The message can be misunderstood.

Importance of visual communication

Visual communication is in fact very important today as people use it daily even without knowing it. It is a means by which daily life is conditioned, the behavior of the individual is guided and makes possible the bond between the people that make up a society. The messages are now transmitted visually and are reproduced in the same way. This type of communication is one of the tools most important with which you can get to spread the messages efficiently and without much work.


Some examples in which visual communication can be observed are the following:

  • Posters that express indications which are classified as informative.
  • Advertising or propaganda messages.
  • Television ads.
  • Paintings.
  • Movies or television series.
  • Road signs.
  • Photographs.
  • Advertising billboards.

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