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Visual communication is the art of depicting or conveying information, a story, or any other forms of content with the creative usage of visuals like images, graphic design, and typography so that the audience can relate to and connect. The goal is to use visuals to communicate. We witness this on a daily basis on social media platforms, websites, posters, etc. The brands are trying to communicate a specific message about their products and services to their target audience with the help of creative visuals and text combined.
Visual communication is the most potent form of non-verbal communication that has no language barriers as it primarily uses visuals in sending a message to the receiver.
A professional visual communication designer will have an in-depth understanding of the principles and elements of design, color psychology, software usage, and in general a very strong creative mindset that can transform a message into visuals. This is the most engaging type of content creation as millions of people spend more time looking at an image rather than reading long paragraphs, as it gives the viewer the proper perspective of the message and what's in it, that too very quickly.
Our Indian culture has always been a dialectical culture. There are so many myths, legends, and stories which are passed on from generation to generation and is still relevant and holds its own and competes with the modern day philosophies.
When I’m mentioning this here is, visual communication design was used to pass on these stories and messages even thousands of years ago!
Visual communication was there from the prehistoric times. Ofcourse, cave men would not have used this terminology to describe this work, but this how things happened from ancient times. The carvings and art works that we see on rocks and cave paintings are a part of visual communication. The messages, information was conveyed through pictorial representations. There are proofs for symbols, their own written language.
This is the same trend that we are even following. The logos that you see for brands in their products and packaging is also a part of visual communication. Just by looking at a logo, you will come to know about the brand, their products, and services that they offer. So it is an effective way of communication.
Visual communication is a broad field and it has plenty of usage and manifestation in different sectors across the world. Some of the common fields where visual communication is widely used are: Graphic design, web design, UI/UX, branding, social media, etc.
Graphic design: Images, typography, pictorial graphical representations, are the typical arena for the graphic designer to play their game. They find job opportunities in multiple industries.
Web design: Web development is also a part of visual communication, as it indirectly communicates about the brand or a service to the audience. Nowadays, brand dont even have physical store. It is purely e-commerce. So, it is very essential to have a seamless website for the clients to look for what they want and also a website which tells a story.
UI/UX: Interface development are of utmost importance for websites. How the customer feels when he navigates, whether it is easy, accessible or convenient will determine the website traffic.
Branding and Social media: Brand Logo, posters, banners, advertisements are all part of vis-communication. The objective is to use images and visuals to convey messages.
Balance denotes the design equilibrium; Proportion is the size relationship between the objects that are represented pictorially in terms of height and size of the elements; Rhythm is the flow of elements which can generate a certain emotion and it is directly related to the concept of the visual art; Repetition is the consistent arrange of elements to form a pattern; Emphasis is the focal point Every post has this element of emphasis. For example, a sale poster’s emphasis will be the discount percentage part of the poster where they want to direct the customers attention.
Continuity deals with the dynamic nature of the communication. It is about the movement that is portrays through a 2d or 3d image. Contrast is to create focus by differentiating in terms of color and shape.
All these principles should be kept in mind before we try to convey something using non-verbal methods of communication.
The job forte or the job description of a visual communication designer is to help in the branding the company. They will be a part of the project develop ideas, build methods, and lead a team of designers who will aim at marketing, campaign building, designing applications, website, digital marketing, etc.
The goal is to align the company’s objectives, vision, and mission with the output that they want to generate in terms of advertising, billboards, campaigns, promotions, etc.
It is about adjusting the design factor with the business needs of the company. The designer will have expertise in typography, iconography, texture, color, and design. A concept or idea generation along with user-interface designing. The brand perception should be clear and a collaborative nature of working is required as cross-functional team play will be there in the organization.
Clients are the fore-front of any business. So, it is the need of a client that a professional has to deliver. The visual communication designer have to properly portray their clients needs to the masses.
There are certain skills that one has to hone to become to a successful visual communication designer. Some of the skills are: effective communication, time-management, software skills to design the ideas.
The career or job opportunities for a visual communication designer can be broadly classified into two categories. They are: Physical design job, Technology design jobs.
Physical design job as the word says will focus more on the physical and tangible aspect of designing. You may be hired by a magazine company, so first you have to design layouts, typography, content, images on a software and then after approval, get it printed. The magazine will be published as a physical magazine, so people who work on these like magazines, books, posters, and brochures, all will come under the physical design job of visual communication design.
The technology design job is just the opposite of physical as it involves working on something that is intangible in its nature. Projects on web development, Animation, video game, and other technology-based designing processes. Graphics, motion, and animation are also a part of this. It is the creation of stimuli to people which is non-physical in nature.
Some of the designations that are there for visual communication designers are as follows.
Motion graphics designer
Television graphic designer
The unique thing about this field is that there are multiple sub-categories under each job designation, which can itself become a job opportunity.
It is the integration and combination of various aspects such as images, text, video, and audio to give a certain message to the audience. This is used in Movie industries, marketing for brands, Websites, Games, Animation, Advertising, etc. Now we can see the depth of just one designation which is multimedia designer. One can get various job opportunities in various fields and sectors because, every field have to market what they are doing, they have to have content, which means they have to hire a visual communication designer. That’s a given and a necessity.
Motion graphic designer:
Making the graphic move and set it in motion is the literal meaning of the job title Motion Graphics designer. Any number of movies, television shows, or games that we have seen always has this element to it. Something that is not real, that is shot with the help of a green screen in the background, is completely transformed into something totally different is the main job description of motion graphics designer. For. ex: Marvel, DC are few production company examples that many people know and have experienced it. It is about bringing the imagination of director to life.
Advertising is all about selling a story of a brand and its products and services. There are Ad agencies which a company can hire and give them all the details of what kind of art work that need to be published to attract the target audience. It is a good opportunity for people who want to work as a Graphic designer as the roles and responsibilities completely match their forte and competence.
Television graphic designer:
Working with the broadcasters and designing graphics for television series/shows and other promotional content that happens in the television is the main role of a television graphic designer. Nowadays, more than movies, people are inclined towards television series via Netflix, Amazon, just to name a few giants in the industry. This might be a very good opportunity for someone who wants to explore his/her own ways in the cinema industry and be a part of the back-end production that happens.
Few decades or a few years back, Careers such as visual communication, fashion designing, Content creator, were not prevalent, relevant and also un-accepted by the masses as a secure source of income generating fields. But there is a huge paradigm shift in the way we are going about doing this now. As technologies are getting better and better, we are able to open more and more windows full of opportunities. If we are in tune with the trend and equip ourselves with sufficient skillset and mastery in a particular field, then success cant be stopped to us by anyone.
I hope this article served as a guide for people who want to pursue a career in visual communication design!
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