Visual Communication

 The communication which is done through sight is called visual communication. Such as facial expression, gesture,
eye contact, signals, map, chart, poster etc. it also includes graphic design, illustration and animation, books, print,
magazines, screen-based media, interactive web design, short film, design for advertising, promotion, corporate identity
and packaging design etc. 1

 Visual communication is nothing but using visuals like charts, graphs, diagrams to represent information. 2

 Visual communication is the transmission of information and ideas using symbols and imagery. It is one of three main
types of communication, along with verbal communication (speaking) and non-verbal communication (tone, body
language, etc.). Visual communication is believed to be the type that people rely on most, and it includes signs, graphic
designs, films, typography, and countless other examples. 3
Imagine that you're on vacation in a foreign city, and you get lost while driving. If you were at home, you could stop and ask
someone for directions. But here, you don't speak the language very well, so asking directions won't do much good. Instead, you
can rely on a map, using landmarks, routes, and familiar signs, which successfully lead you back to your hotel. In this scenario,
you have found your way back almost entirely through visual communication. 3
Visual presentation of information and data is having an increasing impact on our practical life. In spite of having impact on our
life, visual communication is not alone sufficient for exchanging information. For example to indicate ‘danger’ we use red sign,
to indicate ‘no smoking’; we use an image showing a lighted cigarette with across mark on it etc. 1

So, visual communication is a communication where the ideas and information can be read or viewed through the means of
visual aid.1

Visual communication forms:

Visual communication can be represented in the form of a graph, a map, a chart, a Vann diagram, a pie chart, a model, a table, or even
multimedia like gifs, videos, and images.2

Advantages of Visual Communication:

 Words are describing but they can be tiring to read through. Even listening to someone needs a visual aid to actually
picture the information, especially if there are a lot of numbers involved.

 Imagine I am reporting to you about our company sales numbers and I relay every year’s revenue to you orally, my
information is useful as you get to compare the previous month revenue with the next month, but the problem is to see the
whole picture it is hard to remember so many numbers.

 Even if we did, it takes significant mind space that is unnecessarily wasted on capturing information. The idea of visual
communication is to make this capturing of information easier for the audience so that they only have to observe and draw
inferences.

 Visual communication makes the aesthetics of a presentation better. They not only are easier to read, but they also make
the information more attractive to look at. Charts, graphs, tables, etc are color coded  making them easier to perceive.
Imagine numbers thrown on a sheet vs numbers visually arranged on the sheet using shapes that are easier to comprehend.
A human brain can only take in limited information and that should definitely not go into making sense of information. That
should go into why the information is being presented to them in the first place.

 Visual communication supports the audio mostly. The literal aim of an ideal visual communication should be to not need
any other communication at all. This way it’s optimized well. But Visual communication goes hand in hand with verbal
communication to explain what inferences are to be drawn from it.2
ADVANTAGES OF VISUAL COMMUNICATION

Now-a-days, most of the business organizations are using visual techniques to present the information. It is becoming very
popular day by day. Visual presentation is beneficial for many reasons. Some of them are as follows:

1. Effective for illiterate receiver: If the receivers are illiterate, the visual communication will be more effective to
exchange information. They can easily understand the information that is presented visually.
2. Helps in oral communication: Visual techniques can be used with oral communication. Oral communication
becomes more meaningful if graphs, pictures and diagrams are used with it.
3. Easy explanation: Everyone can explain the meaning of it very easily. Easy explanation has made the visual
techniques more popular.
4. Simple presentation: Complex information, data and figures can be easily presented very simply on graphs,
pictures and diagrams.
5. Prevents wastage of time: Visual techniques help to prevent the wastage of time. Written and oral communication
takes much time to exchange information. But number of receivers can be communicated at a time through visual
methods.
6. Helps in quick decision: Visual communication helps to take quick decision. So management prefers visual
techniques to communicate with others.
7. Popular: Visual communication is very much popular because people do not like much speech and long
explanation rather than a chart of a diagram.
8. Others: Artful presentation, Ads impact to the information, quicker understanding. 1

DISADVANTAGES OF VISUAL COMMUNICATION:

There are some limitations of visual communication as follows:

1. Costly: The visual methods of communication are more costly than those of other methods. To draw maps, charts,
diagram is costly. That is why only large company or organization can use this technique.
2. Complex presentation: Sometimes visual presentation of information becomes complex. The receivers cannot
understand the meaning of the presentation.
3. Incomplete method: This technique is considered as an incomplete method. Visual presentation is not sufficient to
communicate effectively and clearly but also it can be successfully used with oral communication.

4. Wastage of time: Sometimes visual techniques take much time to communicate. Whereas oral
communication takes no time to exchange information.
5. Difficult to understand: Difficult to understand and requires a lot of repetitions in visual communication. Since it
uses gestures, facial expressions, eye contact, touch etc. for communicating with others which may not be
understandable for the simple and foolish people.
6. Problem for general readers: General people are not prefers to communicate through visual communication with
others. Sometimes it cannot create an impression upon people or listeners. It is less influential and cannot be used
everywhere.
7. Others: Ambiguity, situational problem, delays in taking decision. 1

References

1
The Business Communication, What is visual communication? Advantages and Disadvantages (https://thebusinesscommunication.com/what-is-visual-
communication-advantages-and-disadvantages/), February 11, 2020
2
Toppr, I n t ro to B u si ne ss C om mu ni ca t io n : Visual Communication (https://www.toppr.com/guides/business-communication-and-ethics/intro-to-business-
communication/visual-communication/), February11, 2020

3
David White, What Is Visual Communication? (https://study.com/academy/lesson/what-is-visual-communication-definition-history-theory-examples.html),
February 11, 2020