Visual Differential Theory

Abstract

This work attempts to de-mystify and objectify what has been considered by many teachers, students, and practitioners of visual communication to be an intuitive process; namely, the creation of art and communication design. Expressionist art and communication design are not distinct and unrelated practices but are part of a continuum which can be identified and understood. The visual differential theory develops a conceptual model which attempts to show relationships between visual manipulation and its effect on the communication process. The semantic differential technique serves as the basis for establishing the parameters of the model’s components: order, graphic, and literal. Once grasped, the model provides the basis for systematic teaching and analysis of the communication design.