Lexicon for Visual Communication and Design Critique

Vocabulary flashcards defining key concepts in visual communication, design critique, visual languages, and formal aesthetics.

audience

A reading, listening or viewing public (group of people). The group of people for whom a work of design is intended.

context

The circumstances or setting in which something exists or happens that help us fully understand its meaning.

visual language

A set of iconic elements of a style that have been extracted and used with deliberate reference to the ideas according to which the original style was created.

cultural hierarchy

An outdated system in which economically or culturally elite “high” culture was ranked above everyday, mainstream “middle” or “low” culture. Today, these terms are primarily used to describe form or visual languages when analyzing the meaning of a work of design.

agenda

The underlying intentions or motives of a person or group, such as the designer/studio or client.

function

The intended purpose or application of a design work (e.g., promoting a lecture).

Form

The overall shape, structure, and visual elements (imagery, typography, color) that make up a design.

Color Palette

The selection and combination of colors used in a design; can convey mood, tone, and meaning (e.g., "acid-toned," "bright," "loud").

Visual Contrast

The difference between elements (color, size, shape) that creates emphasis and interest.

Composition

The arrangement and organization of visual elements within the design space.

Visual Metaphor

Use of imagery or forms that symbolically represent an idea or concept beyond their literal meaning.

Audience Appropriateness

How well the design’s style, tone, and content suit the intended viewers.

Tone

The attitude or emotional quality conveyed by the design (e.g., "cheeky," "seductive").

Visual Hierarchy

The prioritization of elements to guide the viewer’s attention (e.g., important info like date/time clearly stated).

Engagement

The ability of a design to hold the viewer’s interest through detail, complexity, or meaning.

Metaphorical Imagery

Visual elements that represent abstract ideas or themes (e.g., candy imagery symbolizing indulgence).

Formal Challenge

Use of unconventional or bold design choices that push boundaries of traditional aesthetics.