ICON AND REPRESENTATION IN VISUAL COMMUNICATION
ICON AND REPRESENTATION IN VISUAL COMMUNICATION

Summary/Abstract: Signs and symbols are basic elements in the visual communication process. Through them, multiple and inexhaustible possibilities of meaning are transmitted. Thus, what we recognize as being in accordance with nature, what we have learned to accept as natural is found under the sign of iconicity. In the process of creating icons, the real plays a secondary role. Essential are the various traditions of pre-existing representation, which interpose between real and sign and which act as mediating cognitive schemes, provided by the community in which we have integrated. The identification of visual signs is based on the emotional impact of the visual structures used, and the creation of a visual identity involves the production of a symbolism that is based on the mechanisms of perceptual psychology and produces an emotional association between the art consumer and the creator of meanings. Interaction between those who propose a visual concept and those who receive information in the form of a visual sign only occurs when cultural, social and ideological compatibility exists. For the very association between perception and emotion is based on patterns. We are talking about cultural recognition codes that represent a guarantor of our compliance with the world and they play an essential role in our cultural representations.

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