Which best describes the perceptual communication model of visual communications? a.) This model states that the viewer and the message are indiscernible. b.) This model states that communication occurs between a sender and a receiver. c.) This model focuses on the ability of the viewer to discern black and white. d.) This model focuses on the viewer’s personal interpretation and prior experience.
The Correct Answer and Explanation is:
Correct Answer: d.) This model focuses on the viewer’s personal interpretation and prior experience.
Explanation:
The perceptual communication model of visual communications emphasizes the role of the viewer in interpreting visual messages. Unlike traditional communication models, which focus on a sender transmitting a message to a receiver, the perceptual model shifts the focus toward how the viewer perceives and processes what they see. This model recognizes that perception is subjective, meaning it varies from person to person depending on many factors such as culture, background, personal experience, emotional state, and knowledge.
In visual communication, the same image can mean different things to different people. For example, an abstract painting might evoke feelings of joy in one viewer and confusion in another. These differing reactions are not due to the content itself changing but rather to how each viewer interprets the visual based on their personal experiences and mental frameworks.
The perceptual communication model suggests that meaning is not simply transmitted but constructed by the viewer. This makes the process of communication more complex and interactive. The viewer becomes an active participant who brings their unique context into the act of seeing and understanding.
Visual communicators, such as graphic designers or advertisers, must consider this subjectivity when creating messages. They cannot assume that all viewers will understand a message the same way. Instead, they must be aware of the diversity of perceptions and aim to design visuals that are accessible and meaningful to a broad audience or clearly tailored to a specific group.
In conclusion, the perceptual communication model highlights the importance of individual perception. It recognizes that communication is not only about sending messages but also about how those messages are interpreted by different viewers based on their unique experiences and mental filters.
