Visual Semiotics

• Texts produced within cultures.
• Visual design used to do things to or for readers.
• Communicates attitudes toward society and people in it.

Visual design uses familiar visual relationships

E.g., way in which people interact in face-to-face communication.

Spatial positions, whether we're sitting or standing, etc.

Visual design="Writing" of "non-verbal communication."

Language shared by producers and viewers.

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