Choosing Effective Visuals

By Kat Sikorski

Note: This is Part Two in a two-part series.

In today’s visually driven world, we are constantly bombarded with images that convey information, emotions, and ideas.

In part one of this series published in the Jul-Aug issue of Minnesota Cities magazine, I shared the importance of visuals in communication. In part two, I’ll cover how to choose the right visuals that speak to both your messaging and your target audience.

The art of image selection

Images have a profound ability to convey messages, emotions, and ideas with incredible efficiency. How? Through a complex interplay between visual elements and symbolism that shapes the impact these visuals have on the audience.

Denotation: The literal elements

Denotation is the literal and physical elements in an image. It’s not subjective or symbolic, but is a straightforward and objective description of the subject. It is the basic, tangible characteristics of the image that anyone can see and understand.

Imagine a photograph of an apple. The denotative description of the image might read: a type of fruit, round in shape, with a stem and seeds.

Connotation: The subtle associations

Connotation, on the other hand, is subjective and symbolic. It refers to the secondary meanings, emotions, and cultural associations of an image. Connotation is deeply influenced by personal experiences, cultural background, and societal influences.

Take “apple” again as an example. The connotations associated with an image of an apple might include ideas of health and freshness, e.g., “An apple a day keeps the doctor away.” Some may think of biblical references to the Garden of Eden. Or it might connect to a specific cultural myth, like “American as apple pie” and Johnny Appleseed. In contrast, some people may have a negative connotation of apples. After all, one was used to poison Snow White.

Connotations vary from person to person. They are based on the unique experiences and the individual web of symbols, cultural myths, and ideologies of the viewer.

Decoding the language of visuals

By understanding the connotations associated with various visual elements, you can strategically use imagery to convey specific emotions and ideas.

Practice identifying the connotations you want your target audience to take away from your visuals, and how those connotations support or undermine your messaging. Once you know the connotations you want to communicate, you can target specific denotative elements in an image that symbolize those ideas and support those meanings.