1. Art and Design
1st E.S.O.
RAMON DE FRANCISCO

2. INDEX
COMMUNICATION AND ITS PURPOSES. U. 1
VISUAL COMMUNICATION & VISUAL PERCEPTION. U. 2
ELEMENTS OF VISUAL
LANGUAGE
SPACE & VOLUME
FORMS & SHAPES
COLOUR. U. 5
TEXTURE. U. 6
DOT, LINE & SURFACE. U. 3
GEOMETRIC SHAPES. U. 4
INTRODUCTION. U. 7
LIGHT & VOLUME. U. 8
SYSTEMS OF REPRESENTATION. U. 9
RAMON DE FRANCISCO

3. VISUAL COMMUNICATION & VISUAL PERCEPTION.
Visual communication is:
A process aimed at intentional transmission of a message through images.

4. The message is made up of IMAGES
We must know the VISUAL CODE otherwise there will be no communication.

5. What’s the meaning of this image?

7. IMAGES can be
REPRESENTATIVE: When it represents a true reflection
of reality. The image and the reality are very similar.
ABSTRACT: When it doesn’t represent a form from
reality.
SYMBOLIC: When it represents a concept or idea.
The ICONICITY of an image means
how similar the image is to the object it represents.

8. REPRESENTATIVE images
The higher level of iconicity
Chema Madoz
Antonio López

9. RAMON DE FRANCISCO
ABSTRACT images
The lower level of iconicity
Jackson Pollock
Kandinsky

10. SYMBOLIC images

11. What is Visual Perception?
It is the brain interpreting visual stimuli.
It is a process that involves
THE BRAIN THE OPTIC NERVES THE EYES

12. As every process it has its rules so if you know them you will find very easy to
mislead both your eyes and your brain.
That is what we call OPTICAL ILLUSIONS.

14. While looking at he centre move forward and backwards

15. Find the hidden image

16. Which is the bigger car?

17. Is this figure possible?

18. Which one is bigger?

19. Can you see anything strange in this cowboy print?

20. How many faces can you find?

21. Find the hidden figure

22. Other examples

23. Can you find the black point?