- Social Media, Social Food
- Marco Delapierre, Alessandro Galatoli
Visual Communication Principles
- © 2026 Author(s) |
- CC BY 4.0
- DOI: 10.36253/979-12-215-1069-0.09
This chapter explores the fundamental principles of visual communication and explains how specific elements of visual literacy can shape the meaning, emotional impact, and effectiveness of a visual story. Focusing on light, color, instinctive perception, and text, the chapter examines how each component influences the way an audience reads and interprets an image. Light is presented as the foundation of photography and cinematography, with particular attention to the difference between hard and soft light and how these qualities affect mood, texture, atmosphere, and narrative intention. Color is analyzed as an emotional and cultural tool capable of guiding perception, creating associations, and directing attention. The chapter also introduces the role of instinctive visual responses, particularly the human tendency to focus on faces and signs of danger, and discusses how these mechanisms can be used consciously in visual storytelling. Finally, it considers the role of text within images, highlighting its power to support, clarify, or distract from the intended message. Overall, the chapter provides practical tools for understanding and applying visual communication principles in photography, video, advertising, and contemporary visual media.
- Keywords:
- Visual communication,
- visual literacy,
- visual storytelling,
- photography,
- visual perception,
Informazioni sul capitolo
Titolo del capitolo
Visual Communication Principles
Autori
Lingua
Inglese
DOI
10.36253/979-12-215-1069-0.09
Opera sottoposta a peer review
Anno di pubblicazione
2026
Copyright
© 2026 Author(s)
Licenza d'uso
Licenza dei metadati
Informazioni bibliografiche
Titolo del libro
Social Media, Social Food
Sottotitolo del libro
Introduction to Social Media Strategies for the Food Industry
Autori
Marco Delapierre, Alessandro Galatoli
Opera sottoposta a peer review
Numero di pagine
208
Anno di pubblicazione
2026
Copyright
© 2026 Author(s)
Licenza d'uso
Licenza dei metadati
Editore
Firenze University Press
DOI
10.36253/979-12-215-1069-0
ISBN Print
979-12-215-1068-3
eISBN (pdf)
979-12-215-1069-0
eISBN (xml)
979-12-215-1070-6
Collana
Strumenti per la didattica e la ricerca
ISSN della collana
2704-6249
e-ISSN della collana
2704-5870