you cant have the signifier without without the signified.signifier - open sign, in a shop
signified - the shop is open
'seeing comes before words. The child recognises before it can speak' (berger, 1972)
In order to understand how visual communication works, we need to consider the mechanics of visual language.
As consumers of visual art and design we have become sophisticated ‘readers’ of visual signs and signals.
We consume and decode meanings in
visuals almost unconsciously.
Advertising and branding arguably relies
on this in order to be successful.
It is important for us as artists
and designers to have an understanding of how meaning is formed in order to
develop our own visual language within the wider context of visual
communications.
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