How Do We Perceive Visual Messages? Renata Alexander September 4, 2016 COM 30563 Visual Communications Ottawa University
Running head: PERCEIVING VISUAL MESSAGES
2 How Do We Perceive Visual Messages? John Foer once said, If you want to live a memorable life, you have to be the kind of person who remembers to remember (TED, 2012). I think the same can be said about visual messages. Our brain processes information far long before we do because of blind spots (Mauser, 2015). Every image starts as a light that falls on our eyes as mere information. Therefore, if we want to process visual messages, we have to be the kind of people who find meaning in what we see (Lotto, 2009). Various theories and terms can help viewers make sense of what they see. The moment a viewer receives a message, it remains a sensation with no meaning that involves only what the brain sees. It is only when our minds begin to see an image that we can begin to make sense of what we see (Lester, 2014, p. 42). Before our minds can delve into the meaning of an image, our brains group the images, often by similarity or dissimilarity, according to the gestalt theory (Lester, 2014, pg. 44). We are inclined to group images because our brain can only process 11 bits of information at a time, out of the thousands we constantly receive. (Noble Student Films, 2009). When viewers begin to focus on their chosen 11 bits of information, their eyes actively perceive, thus taking a message from their brain to their mind, as expressed by the constructivism theory (Lester, 2014, p. 49). When the mind and eyes are actively involved, viewers can begin to see images as signs, which are simply anything that stands for something else (Lester, 2014, p. 51). Signs can be just as they seem, they can represent other grander concepts, or they can have no rhyme or reason behind them (Lester, 2014, pp. 53-55). It is when a sign stands for something else, or acts as a symbol, that viewers can learn the most. How one views society and culture in general will greatly influence their reaction to a symbol. This is because symbols are unique to each
Running head: PERCEIVING VISUAL MESSAGES
3 individual, as suggested in the Da Vinci Code, Telling someone what a symbol meant was like telling them how a song should make them feelit was different for all people (Lester, 2014, p. 55). Although visual messages and signs are often designed for good purposes, sometimes, they do not achieve intended results, especially in advertising. In order for advertising to be successful, one must select the right image for the right intended audience with the right tone and follow-through (Noble Student Films, 2009). One must be able to properly answer the questions, What is the advertisement trying to get you to do and how do you know this? (Noble Student Films, 2009). If one cannot properly answer this question, the advertisement could be a form of propaganda, rather than persuasion (Lester, 2014, p. 79). The advertisement could be there simply for commercial or shock reasons (Lester, 2014, p. 72; p. 77). Advertising simply for visual appeal often leads to stereotypes, racial profiling, and prejudice (Lester, 2014, pp. 102-103; p. 106). Various groups and peoples often fall victim to stereotyping such as African Americans, Arabs, Asians, Latinos, women, LGBT, and Native Americans. These people can be treated as animals to viewed as mere savages to viewed as inadequate and not worthy of existence compared to others (Lester, 2014, pp. 105-119). Quite frankly, Fulmore (2013) could not have said it better himself in the Prezi, Stereotypes: Dont Judge a Book by its Cover, I am a person, so I must be stereotyped. That portion of the image stuck out to me the most, for it is absolutely true. Being a human who lives and breathes will cause heartache in some way. It is the same reason a photo caption with an African American man reads he is looting a gas station after Hurricane Katrina, and a Caucasian is finding food at a gas station after the storm (Kinney, 2005). Although further context is necessary in this example and every controversial photograph, it brings to mind the importance of not judging a
Running head: PERCEIVING VISUAL MESSAGES
4 book by its cover. No matter the stereotype, it will affect the victim and those around them (Fulmore, 2013). All this to say, visual communication via images and messages matters. This is simply because, These are as real to us as trees and rocks. Yet they, as well as our understanding of trees and rocks have come about by interactions of humans individually and collectively through the sign structures that we call culture (Digitmatt, 2007). As a society, messages are everywhere constantly fighting for our attention. The brain and mind can read them far better than society is willing to give them credit for. For me, personally, reading about all this from a scientific level has made me appreciate my God-given body all the more. It has made me realize just how powerful what I see is. It has also allowed me to see just how unique human beings are. We are a people who can individually make sense of all the chaos around, and still manage to chunk it with and associate it with other parts of our lives and views of the world (Ottawa University, 2016). Thats incredible. It takes something like an ordinary task like data entry and transforms it into something completely different. Visual messages matter. Plain and simple. They are far grander than I could have ever imagined. Yet, somehow, I think that is the point scholars and scientists alike are trying to tell people. Everything in life has meaning. We simply have to be willing to find it and define it.
Running head: PERCEIVING VISUAL MESSAGES
5 References Digitmatt [Digitmatt]. (2007, November 4). Semiotics: the study of signs. [video file]. Retrieved from https://www.youtube.com/watch?v=rEgxTKUP_WI Fulmore, T. (2013). Stereotypes: Don't Judge a Book by its Cover. Prezi. Retrieved from https://prezi.com/gwmxyn7jri43/view/#53 Kinney, A. (2005). Looting or finding? Salon Retrieved from http://www.salon.com/2005/09/02/photo_controversy/ Lester, P. (2014). Visual Communications: Images with Messages. Boston: Wadsworth Cengage Learning. Lotto, B. (2009). Optical illusions show how we see. TED-Ed. Mauser, M. (2015). Eye vs. camera. Noble Student Films [Noble Student Films]. (2009, June 2). Semiotics (Documentary). [video file]. Retrieved from https://www.youtube.com/watch? v=E5FZRa7h99A&feature=youtu.be Ottawa University. (2016). Week 2: How we perceive images and stereotypes [course materials]. Retrieved from https://ottawau.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_ 63436_1&content_id=_1934058_1&mode=reset TED. [TED]. (2012, May 10). Joshua Foer: Feats of memory anyone can do. [video file]. Retrieved from https://www.youtube.com/watch?v=U6PoUg7jXsA