Visual Modes of Communication

     This week in class we discussed visual modes of communication. We spent much time on the logos and pathos of images and how great of an impact this has on an audience. I never really thought about how the arrangement of each element has an effect on the viewer. The way words, pictures, and colors are put together provide the audience with different ideas about the message and affect how the message is viewed. Although the presentation and position of words is important, and contribute to how visual arguments are made, the impact of color can not be overlooked. Although it is just one of many elements that make a visual useful, it is an element that carries great importance.
      As we look around us, we are bombarded with advertisements. They are on television, on billboards, and in newspapers. However, as we look at these advertisements we are not always aware of how much of an impact they are making, or what necessarily drew our attention to us in the first place. There are many elements that go into making a successful ad and capturing the reader’s attention. Color is one such element. The color scheme for each advertisement is no accident. The hue, the saturation, and the brightness of each color all contribute to the overall message of the ad. Some ads are brightly colored, while some are not. This is no accident. The colors chosen all contribute substantially to our emotions. For example, an ad for new Trident Vitality gum. This ad campaign uses bright colors such as sharp oranges, greens, and reds. This not only captures the attention of the audience, but also makes them associate the product with health, freshness, and healthy living. On the contrary, an ad for a law firm chooses dull, business-like colors. This evokes a more serious emotional response. Every ad may seem to be similar, however it is important to know just how much the color of an ad can impact you.