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VISUAL COMMUNICATIONINSIGHTS AND STRATEGIES
INSIGHTS AND STRATEGIES
JANIS TERUGGI PAGE
University of Illinois at Chicago Chicago, IL
MARGARET DUFFY
University of Missouri Columbia, MO
This edition first published 2022
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Library of Congress Cataloging‐in‐Publication Data
Names: Page, Janis Teruggi, author.| Duffy, Margaret, author.
Title: Visual communication: insights and strategies / Janis Teruggi Page, University of Illinois, Chicago. Margaret Duffy, University of Missouri, Columbia, USA
Description: First edition. | Hoboken, NJ : Wiley Blackwell, 2022. | Includes bibliographical references and index.
Identifiers: LCCN 2020043378 (print) | LCCN 2020043379 (ebook) | ISBN 9781119226475 (paperback) | ISBN 9781119227298 (adobe pdf) | ISBN 9781119227304 (epub)
Subjects: LCSH: Visual communication. | Visual analytics.
Classification: LCC P93.5 .D86 2021 (print) | LCC P93.5 (ebook) | DDC 302.2/26–dc23
LC record available at https://lccn.loc.gov/2020043378 LC ebook record available at https://lccn.loc.gov/2020043379
Cover Design: Wiley
Cover Images: © Janet Trierweiler
Preface
How can we make sense of the myriad visual images surrounding us today? How can we strategically use images with a clear understanding of their function and impact?
This book answers these questions by providing new “ways of seeing” visual representations through different lenses and in different contexts. It then provides practical guidance for creating purposeful and ethical visual communication.
The authors recognize the accelerating dominion of images in communication, society, and culture. We human beings process images and video effortlessly and automatically. Visuals carry an emotional and visceral punch that text can rarely, if ever, match. As multinational marketers, social media influencers, and teenagers on TikTok know, visuals create their own language, accessible to all, regardless of traditional textual barriers of understanding such as education or language.
We've watched as entertainment and information have morphed into largely image‐based communication including advertising and brand messaging, organizational communication, and individual creation and uploading of images, memes, and videos of all kinds. As of this writing in early 2021, people are watching 5 billion YouTube vides every day and Instagram has over one billion users worldwide. U.S. digital advertising expenditures are projected to grow to 22.18 billion U.S. dollars in 2021 (https://www.statista.com/statistics/256272/digital‐video‐advertising‐spending‐in‐the‐us/).
Most of us take the sphere of images for granted: it's just the way the world is. Of course, human beings have always created symbolic structures of meaning that shape how we interpret and participate in social life. However, we also tend to treat these image systems as natural phenomena. We conveniently forget that we ourselves invented these structures of meaning and it's important we understand their significance and meaning in more thoughtful and nuanced ways.
For some years, we've been conducting research on images, moving and still,
