Using Visual Communication to Deliver a Global Message
Competency
This project allows you to demonstrate your mastery of visual communication concepts discussed in this course.
Scenario
You are newly appointed to the communication team for a reputable philanthropic organization. The current task is for your team to create a global campaign that visually conveys a social message both here in the United States, as well as globally. This visual campaign message will use strategic visual communication to appeal to these differing audiences to reduce and potentially eliminate racial prejudice. Your visual communication campaign will be directed toward audiences from both the United States and another country of your choice.
The board of directors has asked you to assemble four video presentations and one instructional document to submit for their review. They have asked that the total video presentations’ length be under three minutes, and that you present visual examples while verbally explaining the main points of the analysis. You are reminded that four separate links need to be submitted for their review, along with your instructional document for the communication team.
Visual Campaign Elements:
1)Create two ideas for promotional documents (flyers, pamphlets, etc.) to appeal to both your targeted U.S. viewers and to your targeted viewers from the other global country of your choice. Both of these documents should strategically utilize the following visual communication elements:
a. color
b. lines
c. balance
d. contrast.
e. Create your video presentation for the board members clearly explaining how the visual communication elements on each of the two promotional documents strategically convey the message and meaning to viewers. Be sure to compare and contrast how the viewers from the U.S. and the other country might interpret these differing visuals elements, and how you used them strategically to please each targeted audience.
2.Find two different images to be used on the organization’s website page. One will be for the U.S. website, and one for the website in the country of your choice(Dominican Republic). Be sure that each of these images visually appeals to these two targeted audience viewers, and that the visual enhances the message to help eliminate racial prejudice. In your video presentation for the board of directors, identify and analyze the visual elements of cultural familiarity, semiotics, and emotional appeal (cognitive). Additionally, explain how each of those visual elements visually persuades the U.S. and global viewers in different ways.
3.Design two logos for this anti-racism campaign. One logo should be designed for U.S. audiences, and the other should be designed for the other country of your choice. Design your video presentation to explain how each of these logos can clearly be seen on both small and large settings (example: cell phone app size and billboard size), as well as a comparison of how the color, lines, and visual elements are specifically designed to visually appeal to each of these different countries
4.Create two social media posts, one for the United States and one for the other country of your choice. The posts should include text, images, and the logo matching the country where the social media post will appear. In your video presentation to the board members, compare and analyze how these visual elements (the images and the logo) emotionally engage and persuade each specified target audience (the United States and the country of your choice) to reduce and eliminate racial prejudice.
5.Create a one-page instructional document for your communication team members outlining the ethical concepts regarding finding and using visuals in communication. Within your instructional document, use images and/or clip art to enhance each of your points in the document, and address the following items:
a. How might the organization properly obtain and use images from outside sources?
b. What are the dangers and problems that arise when altering and digitally enhancing images?
*I can make the videos just need the information to read on the videos including any logos and flyers needed*
The United States promotional document has visual communication elements that relay information about the philanthropic organization. The flyer is strategically designed to give prominence to the most important aspects of the organization so that any interested party can quickly grasp them. The flyer is dominated by two colors; jungle green and gold. The jungle green and gold colors easily blend to increase the visual appeal of the flyer. The flyer has a light grey background color which allows the foreground elements to be physically outstanding. Color balance and white are used sparingly in a couple of writings because they also perfectly blend with the general outlook of the flyer. The general blend of the colors is highly appealing to the eye hence effectively communicating (Parkinson, 2012).
The flyer is perfectly balanced in its three sections. The first section contains the logo and the main image of the design while the middle section includes the organization’s slogan. The third section majorly contains writings that explain the goals of the organization and the activities that it conducts. The United States flyer resembles the Dominican Republic flyer in terms of section arrangement in that they both have three sections. The use of contrast has been perfectly achieved in the United States flyer. The colors gold and jungle green highly contrast each other because jungle green is dark while gold is brighter. Blending these two colors reveals the information that the flyer intends to communicate without strain. The font of the words used in the flyer is easily visible with the most important information displayed in larger font and explanations indicated in smaller fonts. The flyer is fairly packed hence the reader does not risk passing important information. Everything is laced in a notable position for the attention of the reader hence increasing its effectiveness in communication.
The main colors of the Dominican Republic flyer are green and beige. These colors may be related to those in the American poster but do not particularly rhyme because of differences in shades. The Dominican Republic poster also utilizes bits of jungle green to communicate information required by the company. In the Dominican Republic poster, light grey color is used to provide a clear background upon which all the other foreground elements are placed. The foreground elements include bars, lines, and cycles that are designed to accommodate specific information and communicate aesthetic appeals. Lines are used or underlining important information in addition to arcs and cycles that contain information. The lines used in the flyer add its aesthetic appeal and attract the attention of the reader to the information above it.
The use of contrast in the Dominican Republic poster has been perfectly designed. The color green is dark while the color beige is bright. Therefore, information written alternately with these colors ensures that every piece of information is highly visible even for those with low vision (Adiloglu, 2011). The main focus image used in the Dominican flyer is different from that used in the American flyer. These images display differences in the culture and composition of these societies. There are differences in the information written in the Dominican Republic flyer in some parts. However, in other parts, information overlaps to both sides. In many ways, the Dominican Republic flyer resembles the United States flyer. The flyer has three parts and shares some bits of information as the United States one. The arrangement of the three parts resembles those of the United States poster.
The United States image depicts people listening through a presentation during a community members’ forum. The foundation prioritizes community organization as a central tenet of its goals to create a more balanced society. Community members are periodically gathered to assist in sharing ideas of how different programs can be rolled out in the community. The image depicts cultural diversity just like the United States is. Prominent in the foreground is the image of a black woman giving an address in a forum. In the background though not in focus are different people from various ethnic backgrounds. This depicts a diversity of ideas as well as practices. The people in the background are taking keen notice of the woman giving the address. Some members can be seen maintaining eye contact while others are seen taking notes. This indicates a culture where information is treated with high regard and those who produce it taken seriously.
The image focuses on one person even though the hall seems to be full of people. This enables people to concentrate on the subject of the photographer while also learning that the subject is surrounded by other people. This image convinces viewers that a serious discussion is going on and that the organization displaying it is in charge of these significant endeavors. To most people in the United States, this image can be familiar because of the culture of social forums and town halls that forms part of the American fabric. Most people will decode the hidden information in the image and quickly associate it with charity. Many other cultures outside the United States are capable of achieving a similar goal. However, some people who associate charity with material donations only may not easily decode the message in the image.
This image represents a charity process in the Dominican Republic. The image was carefully selected to ensure that all the main cultural groups of the country are represented. The image is dominated by black and brown people who are the major cultural groups in the Dominican Republic. The image displays students who have received school supplies from a charity foundation. The students are in school uniform which is part of Dominican culture. Students are required to wear official school uniforms when attending school sessions. The students are celebrating the generous gesture they have received from the charity. Members of the charity are also in the picture and are reacting in happiness to indicate satisfaction with their role. There are words in the background of the picture written in the Spanish language. This indicates that the dominant language in the place is the Spanish language, hence an important facet of culture is captured in the image.
The subjects of the image are all smiling, an indication that the charity process is a success that should be continued (Krause, 2017). The image color is natural because it is a photograph of a charity process. nevertheless, the colored image appears appealing and attractive because of the bright clothes that the subjects in the picture have worn. The image is balanced properly to cover all the essential elements required to communicate. The image contrast is perfect enough to allow viewers including those with low vision to see its contents. The visual elements of the image are persuasive enough because they attract, create comfort in visualization, and inform. The image is very appropriate for the website because it covers all the essential elements that an effective and communicative image should have.
The logos are designed to be visible in both small and large devices. The size of United States logo is designed to the size of 1380 by 1380 pixels. This image can fit in small handset devices and comfortably zoomed to fit in large screens. The resolution of the logo is 72 enabling it to expand on large screens such as billboards. The logo covers a straight path in the PNG image format. The PNG image format allows the logo to transparently fit in any background without altering the color of the graphic to which it is embedded. The colors uses are universally accepted in the United States because they are not fringe colors. The colors are unique hence drawing attention to the beauty of the art and with it the information intended to be communicated.
The logo has two colors namely gold and jungle green. These are highly contrasting colors that make it easy for the information written to be visible. There is a careful march between the two colors to bring an aesthetic appeal to the viewer. The logo is designed by a combination of art and words. The clip art of a human being raising hands is the first section of the logo followed by the words describing the foundation and its anti-racism goals. The logo is arranged in two major parts consisting of art and words. These parts are adjacent to each other horizontally hence making the logo carefully fitted to achieve the desired balance. Has high visual appeal for viewers and can be used by the organization to increase its publicity. The clip art of a person lifting their hands represents the appeal for help and the response for the same.
The Dominican logo is carefully embedded with visual elements that appeal to viewers of different kinds in the diverse nation. The Dominican Republic logo like the American logo is embedded in a square format to balance its aspects. The design of the logo permits is visibility in both small and large gadgets. The resolution of the logo is 72 meaning it can be expanded to fit in very large billboards without distortion of shape and form. The logo size is 1570 by 1570 pixels giving it’s the ability to expand as required by the designer. The logo covers a straight path in the PNG image format. The PNG image format allows the logo to transparently fit in any background without altering the color of the graphic to which it is embedded.
The logo has two colors namely green and beige. The green color is dark while the beige color is bright hence creating a perfect balance and contrast. The colors are generally accepted in the Dominican Republic hence effectively displays the information that the foundation intends to communicate. The contrast increases visibility and the possibility of notification from a distance. The logo has two parts consisting of art and words. The first part contains square boxes that are clipped by an eclipse. The eclipse indicates the spread of the foundation in the whole world and the desire of the organization to spread positive ideas of inclusivity and justice. The second part of the logo contains words indicating the name of the organization and the anti-racism tagline that forms the backbone of its campaign.
The Dominican Republic post combines the image, the logo, and the text to provide an aesthetic appeal to the viewers. The image forms the main part of the social media post. A transparent color overlay has been placed over the image to give room for the placement of text and the logo. The is a transparent PNG hence naturally blends with the background image to communicate with the viewer. With the combination of text and images, the post communicates to the people of the Dominican Republic. The image represents people from diverse ethnicities in the country (Schumacher, 2010). The organization of the image and logo arouse the viewers’ emotional appeal thanks to the nostalgic feeling that they get when they see students smiling in school uniforms.
The image has people of various ethnicities getting together and towards a common goal. This image reveals the beauty of unity regardless of race hence invoking the emotional appeal of the audience to consider living tolerance and embrace diversity. The logo has a tagline that discourages racism. The tagline speaks directly to the people because it enables them to consider the essence of tolerance and eradicate all forms of prejudice. The text calls for unity of purpose in the community alongside a call to action to combines efforts and ensures the society flourishes as a whole. The image, text, and logo are all clear and visible from a distance. This enables easy reading and comprehension of the anti-racism message communicated in it.
The United States post has some similarities with the Dominican Republic post. Both posts are organized in a landscape format with text placed on top of a color overlay on the image. Both images also have their logo displayed in on top of a color overlay to ensure greater visibility. The color overlay moves in a gradient format providing room for the most essential parts of the image to be displayed. The United States post is embedded with a transparent PNG logo that takes the color of the background without necessarily creating more background colors.
The United States image has people from various races hence educating the audience of the importance of diversity and the need to shun racial prejudice. The woman giving the speech at the conference is a black woman. In the background, there are people of different races and cultural backgrounds. The mixture of races appeals to the audience to consider living by similar standards and treating each member of society with respect. The United States post contains a logo that has a tagline with educative information. The tag line speaks against racism hence informing the audience that they must live by standards displayed in it. The text section calls upon the community to organize and provide expertise while working with the organization to improve the lives of those in need. This message includes all people regardless of their race or culture hence emotionally appealing to the audience to respect shun racial prejudice (Russmann & Svensson, 2017).
The organization can seek images that are in the public domain and therefore do not have copyright restrictions. These images do not need citation and can be freely used without the risk of legal exposure. There are stock photos that the organization can use after promptly paying those who own them. These images come with watermarks that can be removed only when the user has completely paid for them. There are however licensing agreements that the user must adhere to even after buying the rights (Campelo et al., 2011). to use the image. Social media images are also eligible for usage when clear permission agreements are reached. The organization must talk with the owner of the image to ensure they completely agree to third-party usage. The organization can also use images with creative commons licenses once all the details are ironed out.
The original state of the images is lost in the process of altering and digitally enhancing. Images are taken in their natural format by the primary gargets used to take them like cameras. When these images are altered, chances are that they will lose their originality and reduce in quality. The quality of an original image cannot match that of an altered image. Altering images and digital enhancing them can create copyright concerns. When the person altering the image does not have the copyright of the image, it may be illegal in some circumstances to alter those images hence exposing one to legal jeopardy. Digital enhancement creates a perception of deception hence distorting reality. Many ethical concerns arise from digital alteration and enhancement of images since these images can deceive people of their effectiveness and beauty yet those who see them as such fail to understand that they are not original (Campelo et al., 2011).
Adiloglu, F. (2011). Visual communication: design studio education through working the process. Procedia-Social and Behavioral Sciences, 28, 982-991.https://librarysearch.unwsp.edu/discovery/openurl?institution=01CLIC_UNW&rfr_id=info:sid%…
Campelo, A., Aitken, R., & Gnoth, J. (2011). Visual rhetoric and ethics in marketing of destinations. Journal of Travel Research, 50(1), 3-14.https://www.academia.edu/3449068/Visual_rhetoric_and_ethics_in_marketing_of_destinations
Krause, K. (2017). A framework for visual communication at Nature. Public Understanding of Science, 26(1), 15-24.http://staff.washington.edu/ostergrn/Dissertation/OstergrenDissertationFINAL.pdf
Parkinson, M. (2012). The power of visual communication. Billion Dollar Graphics.https://innovativeresearchmethods.org/wp-content/uploads/2020/10/The-Power-of-Visual-Communication_Parkinson.pdf
Russmann, U., & Svensson, J. (2017). Introduction to visual communication in the age of social media: Conceptual, theoretical and methodological challenges. Media and Communication, 5(4), 1-5.https://www.researchgate.net/publication/321977044_Introduction_to_Visual_Communication_in_the_Age_of_Social_Media_Conceptual_Theoretical_and_Methodological_Challenges
Schumacher, G. (2010). Culture care meanings, beliefs, and practices in rural Dominican Republic. Journal of Transcultural Nursing, 21(2), 93-103https://scholarworks.gvsu.edu/cgi/viewcontent.cgi?article=1003&context=kcon_articles
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