Architecture

1. ARCHITECTURAL COMMUNICATION- MAP 214
VISUAL COMMUNICATION
• DIGITAL MEDIA
• MOBILE AND WEB-BASED
By:
SHAHEEN PARVEEN
M.ARCH (AP) 2ND SEM

2. What is Visual Communication?
• Visual communication is basically described as communication through the use of visual aids. It is
communication through means that can be seen read or looked upon.
• Visual communication is the use of graphics to represent information for the purpose of
communication.
• Visual communication is mainly used to add more meaning to the information communicated.
Individuals use visual communications to help them depict emotions in the audience, thus making the
communication more relatable.
• Visual communication is the transmission of information and ideas using symbols and imagery.
• Visual communication is believed to be the type that people rely on most, and it includes signs,
graphic designs, films, typography, and countless other example

3. VISUAL COMMUNICATION
• The communication through visual aids like facial expression, gestures, eye contact, signals maps, chart, posters, signs, etc.
• It influences, persuades, teaches, stimulates thinking , disseminate information and entertain.
• A communication of meaning through images, touch, emotions and experiential memories( knowledge and experience).
• Purpose:
i. PERCEPTION: to see
ii. ABSORPTION: to understand
iii. RETENTION: to remember
• Perception of the message: 87%- eye, 10% - ear, 35%- smell
A.I.D.A.
concept of visual communication
A- Attention
Gaining the attention of the passer
by
I- Interest
Generating interest
D- Desire
Generating desire
A- Action
Urging them to take an action

4. BRAND IDENTITY DESIGN
Communicates company’s values and is done
according to the behavior and lifestyle of the target
market and its competitors
ILLUSTRATION
Communicates through drawing using
traditional or digital media and animation
through moving images.
IMAGES
EXPRESSION
APPROACHES
❖ ILLUSTRATION is used to achieve visualization; attract attention of the desired target audience and visual satisfaction. It communicates a relevant
idea quickly and effectively. It helps in making the ads more believable as illustration seems closer to reality than the written language.
❖ REMEMBER POINTS:
• INFOGRAPHICS: signage, logos and symbols.
• VISUAL COMMUNICATION: photos, videos, infographics, short scan able text, comic strips, etc.
• EARLY EXAMPLES OF VISUAL COMMUNICATION: cave paintings of wild animals, tracing of human hands and signs.
ILLUSTRATION
APPROACHES TO VISUAL COMMUNICATION

5. Forms Of Visual Communication…..
There are various forms of visual communication. They include:
➢ Videos - this form of visual communication is popular and assists in relaying
information about a new idea. For instance, if a company launches a new
product, a video can tell the company's stakeholders about it.
➢ Slide Presentations- Slide presentations add a graphical element to text in
meetings and help make people focused on the subject matter. Graphs and
charts are mainly used in slide presentations to make the information more
understandable.
➢ Memos - this form of visual communication assists in back-and-forth
communication between groups.
➢ Paper Handouts - Handouts are used to present more comprehensive
information if slide presentations are not sufficient. Handouts are given at
the required time since giving them out early can create a distraction.
➢ Print - this form of visual communication has items like flyers, brochures, and
posters. They serve on different occasions, and they are purposely not for
education but to inform.

6. SCRIPT- Writing language,
An important tool of visual communication
• Originated in 4000BC as a writing system by Sumerians in Mesopotamia to maintain records of taxes, food grains, law and order.
STONE/ CAVE
WALLS
• Earlier, ancient man used to communicate through cave
paintings
CUNIEFORMS
3000BC
• They then started using wet clay tablets for writing and storing it for long.
• Writing was done using stylus.
GRID SYSTEM
2800BC
• Writing on cuneiforms was now done in a systematic
order using horizontal and vertical divisions
PHONOGRAMS
PICTOGRAPHS • Pictographic signs and symbols
IDEOGRAMS
• Sounds separated from pictures to give a new meaning
Picture or sign depicting an idea

7. PHOENETICS • Written language + spoken words
BOUSTROPHEDON
• Writing developed by Greeks in which one line is
read from left to right and the other from right to
left
TRAJAN’S
COLUMN
• Balanced combination of forms
• Developed by Romans
• Best example of roman script
TRAJAN’S COLUMN
❖ MESOPOTAMIA: 1st civilization in which story writing was started
❖ SCRIBES: people who started writing on tablets
❖ STYLUS: the pointed stick which was used to write on the wet clay tablets

8. POSTERS
Most effective tool of visual communication
POSTERS
TYPES
EDUCATIONAL Inspirational
motivational
CINEMA
Advertise and promote movies
ENTERTAINMENT
Comic posters
event posters
ADVERTISING AND
PUBLICITY
Product posters
ART
Vintage posters
Antique art posters
POLITICAL AND
PROPAGANDISTIC
Target citizens nationally
POSTER is defined as any piece of printed paper designed to be attached to a wall or vertical surface.

9. PRINCIPLES OF POSTER
PURPOSE OF POSTERS:
• To announce an event
• Promote a service
• Sell a product
• Develop an attitude
ADVANTAGES OF POSTERS:
• Provide a logical way of communicating to a particular target
market
• Increase brand awareness by sticking in viewer’s mind
• Cheaper than other mediums

10. CATEGORIES
OF POSTERS
24- sheet
Most popular
6- sheet
Miniature form of
24-sheet poster
30- sheet
Hoardings
3- sheet
In reach of pedestrian traffic
➢ ILLUMINATED POSTERS: Lighted
posters which are put along the
highways and areas which have no/less
light sources
➢ CHEESE CAKE POSTERS: rich
posters with the exaggerated contents,
glamourous elements and bright colors
targeting the upper sections of society.
CHEESE CAKE

11. Why is Visual Communication Important?
• Increase audience interest
• Illustrate key point
• Increase impact of message
• Help listeners retain information
• Presenting ideas without depending on notes
• Saving Time
• People find images more relatable
In effective advertising, it’s not just the words that count -- the visuals
must communicate too.
Visuals do some things better than words, such as demonstrate
something.
❑ Visual impact An intriguing idea grabs attention and sticks in
memory.
A picture in a print ad captures more than twice as many
readers as a headline does.
People remember ads with pictures more than those
with just type

12. ADVANTAGES
1/ Enhanced Engagement: Well-crafted visuals capture attention and keep the audience engaged.
2/ Simplification of Complex Data: Data visualizations and infographics make complex information easier to
understand.
3/ Visual Appeal: Attractive visuals make content more appealing, encouraging further exploration.
4/ Communication Efficiency: Visuals convey messages efficiently, saving time for both communicators and
recipients.
5/ Enhanced Creativity: Visual communication allows for creative expression, helping to tell stories and present
ideas in innovative ways.
DISADVANTAGES
1/ Subjectivity: Interpretation of visuals can be subjective, leading to potential misinterpretation or ambiguity.
2/ Limited Detail: Visuals may not always provide in-depth information, potentially requiring additional context
or explanation.
3/ Overwhelming: Too many visuals in one communication may lead to information overload and reduced
message clarity.
4/ Cost and Time: Creating high-quality visuals can be time-consuming and may require specialized tools or
skills.
5/ Technical Limitations: Poor image quality or display issues can prevent the effectiveness of visual
communication.

13. Types Of Visual Communication:
• The different types of visual
communication aids include:
→ PPT
→ Picture
→ Chart/Graphs
→ Film / Video
→ Maps
→ Object

14. PPT(Power Point Presentation)
• PowerPoint has the potential to be an extremely powerful tool, especially to the
image-driven audience this series of essays has been discussing.
• Microsoft PowerPoint is probably now the most commonly used form of visual aid.
Used well, it can really help you in your presentation

15. Some Guidelines To Make PPT

16. What To Do Or Don’t:
• Use a big enough font (minimum 20pt)
• Keep the background simple
• Use animations when appropriate
• Make things visual
• When necessary use chart, graph , picture, video,etc,.
• Use Animation and Transition
• Be familiar with operation of slide

17. Continue…
• Don’t make it so small you can't read it (hello,hello,hello)
• Don’t use a fussy background image
• Don't over-do the animation - it gets distracting
• Don’t use endless slides of bulleted lists that all look the same
• Don’t use multiple colour in slide background

18. GRAPHIC
DESIGN
Planning and creation
of marketing materials
that communicate
visually
ART
Advertising, set
design, cartoonist,
illustrators, interior
designers and art
directors
PHOTOGRAPHY
Pictures tell stories,
capture and record
events for future
perspectives
MULTIMEDIA
Websites, mobile
apps, etc.
TYPES OF VISUAL COMMUNICATION
Visual Communication engages meaningful experience and feelings within individuals through richly embedded images and symbols.

21. Principles of Effective Visual Design
• The key principles of effective visual design serve as the foundation for creating visually compelling and
impactful designs. These principles include visual hierarchy, balance, rhythm and repetition, contrast,
alignment, proximity, and simplicity.
• Visual hierarchy guides the viewer's eye and emphasizes important information, while balance ensures visual
stability and harmony.
• Rhythm and repetition create flow and cohesion, while contrast adds visual interest and emphasis.
• Alignment organizes elements, and proximity groups related items together. Simplicity emphasizes clear,
uncluttered layouts.
• By mastering these principles, designers can create designs that effectively communicate ideas, evoke
emotions, and engage audiences.

23. Digital Media Communication
• Digital media has revolutionized the way we communicate visually.
This includes a wide range of digital formats and platforms, from
images and videos to animations and interactive media.
• These digital tools allow for more dynamic, engaging, and impactful
visual communication compared to traditional static media.
• For example, images can be used to convey complex information
and emotions in a concise and visually striking way.
• Videos enable storytelling and the communication of processes,
allowing audiences to better understand and remember the content.
• Animations can simplify complex topics, add playfulness and
personality, and draw the viewer's attention to key details. Together,
these digital media formats have become essential for effectively
conveying messages across a variety of industries and contexts.

24. THE RISE OF DIGITAL MEDIA
The Digital Revolution
The late 20th century ushered in a
profound digital revolution,
transforming the way we create,
consume, and share information. The
advent of personal computers, the
internet, and mobile technologies
radically disrupted traditional modes
of visual communication. This era gave
rise to a new digital landscape where
visual content could be easily
produced, distributed, and accessed
by global audiences at
unprecedented scales.
The Emergence of Digital
Art
As digital tools and software became
more sophisticated, a new generation
of visual artists and designers
emerged, embracing the unique
capabilities of digital media. From
computer-generated graphics and
digital paintings to interactive
installations and virtual reality
experiences, the creative possibilities
of the digital realm expanded
exponentially. This fostered a thriving
digital art scene that challenged
conventional notions of what
constitutes "art".
Social Media and the
Democratization of Visual
Expression
The rise of social media platforms like
Instagram, Facebook, and TikTok
revolutionized the way visual content
is shared and consumed. These
platforms empowered individuals to
become creators, curators, and
influencers, democratizing visual
expression and giving a voice to
diverse perspectives and narratives.
The seamless integration of visual
content, such as photos, videos, and
augmented reality filters, into social
interactions transformed the way we
communicate, fostering a more
visually-driven culture.

25. Mobile and Web-Based Visual Communication
•Visual communication has evolved in the digital age to
encompass mobile and web-based platforms.
•Mobile devices offer intuitive interfaces and portability,
enabling users to interact with various forms of visual
content.
•Smartphone and tablet screens serve as canvases for
immersive videos, captivating infographics, and augmented
reality experiences.
•Web-based visual communication is crucial, with responsive
design, interactive data visualizations, and seamless
integration of visual elements across platforms.
•Designers and communicators leverage these mediums to
create engaging, cross-device experiences that inform and
captivate audiences.

26. Storytelling through Visual Narratives
Captivate
Engage the audience through compelling visuals
Contextualize
Provide relevant background and setting
Characterize
Introduce relatable personas & personalities
Climax
Build tension and drama through the
narrative
1
2
3
4
5
Conclusion
Leave a lasting impression and
and sense of resolution
•
Visual narratives have the power to captivate
audiences and evoke strong emotions by
guiding them through immersive worlds.
• Designers craft visual narratives by carefully
sequencing images to contextualize settings and
characters, creating a meaningful experience.
• Effective visual narratives begin by captivating
the audience with visually striking imagery that
sparks curiosity.
• The art of storytelling through visual narratives
lies in seamlessly weaving together a sequence
of visuals to evoke emotions, stimulate
imagination, and leave a lasting impact.

27. Emerging Trends in Visual Communication
VIRTUAL AND
AUGMENTED
REALITY
The rapid advancements in
virtual reality (VR) and
augmented reality (AR)
technologies are
revolutionizing the way we
create and experience
visual content. From
immersive gaming and
entertainment to innovative
applications in fields like
education, architecture,
and e-commerce, VR and
AR are enabling new
levels of interactivity and
engagement that blur the
lines between the physical
and digital worlds.
AI-POWERED VISUAL
CREATION
Artificial intelligence (AI) is
transforming the visual
communication landscape,
empowering creators to
generate, manipulate, and
personalize content in
unprecedented ways. AI-
driven tools are
automating tasks like
image and video editing,
data visualization, and
even the creation of fully
synthetic visuals, allowing
for faster, more efficient,
and more customized
visual storytelling.
MOBILE-FIRST DESIGN
As the majority of digital
content consumption shifts to
mobile devices, the focus on
mobile-first design is becoming
increasingly crucial. Designers
are prioritizing the optimization
of visual experiences for smaller
screens, incorporating
interactive features, and
leveraging the unique
capabilities of smartphones and
tablets to create engaging,
user-friendly, and visually
captivating content that
seamlessly adapts to different
screen sizes and device
orientations.
DATA VISUALIZATION
The growing importance of
data-driven decision-making
is driving a surge in the
demand for sophisticated
data visualization techniques.
Designers are employing
cutting-edge tools and
techniques to transform
complex information into
visually compelling and
intuitive representations that
communicate insights more
effectively, enabling better
understanding and decision-
making across a wide range
of industries and applications.

28. Visual Communication in Architecture Education
•Visual communication is integral to architecture education for
conveying complex ideas, designs, and concepts effectively.
•Students learn to utilize visual media to present their work,
communicate with clients, and collaborate with team members.
•Architectural programs offer courses in architectural
visualization, digital modeling, and multimedia
presentation to develop students' skills in creating compelling
visual narratives.
•In addition to technical proficiencies, students are taught the
strategic use of visual communication principles such as color,
typography, layout, and visual hierarchy.
•This understanding empowers students to craft presentations
that inform, inspire, and persuade their audience, enhancing
the design process in architecture education.

29. Visual Communication in Architecture
DIGITAL DESIGN
TOOLS
Architects today have
access to a wide range of
digital design tools that
allow them to create
stunning visual
representations. From
CAD software and 3D
modeling programs to
interactive prototyping
platforms, these tools
enable architects to
explore and communicate
their concepts more
effectively than ever
before.
MOBILE BASED
ACCESSIBILITY
With the ubiquity of
smartphones and tablets,
mobile devices have
become an essential part
of the architecture
workflow. Architects can
now present their
designs, share progress
updates, and even
collaborate with clients
and team members on
the go, using intuitive
mobile apps and
responsive web-based
tools.
WEB BASED
VISUALISATION
The rise of web-based
visual communication
has revolutionized the
way architects present
their work. Interactive
3D models, virtual
reality walkthroughs,
and immersive
multimedia
presentations can now
be easily shared online,
allowing clients and
stakeholders to
experience the design
in a more engaging
and immersive way.
DATA DRIVEN DESIGN
Digital tools and web-
based platforms also
enable architects to
leverage data-driven
design strategies. By
collecting and analyzing
feedback, usage patterns,
and other data points,
architects can make more
informed decisions and
create designs that better
meet the needs of end-
users and the built
environment.

30. THANK YOU