1. Chapter 1 is an introduction to visual methodologies. It shows us that there are ways to study images and break them down to better understand their content and the reactions they produce. Visual methodology allows us to become more than just spectators but it attempts to empower the viewer to critically analyze the image for more than what it portrays. Designers can utilize this method to create imagery whether ads or advertising that would create specific response from audience to produce positive or negative reactions on the subject matter. It is also beneficial to the designer to better know the content that is used to predict a final feedback from the viewer.
3. Chapter 3 is talking about compositional analysis and focuses on the site of the image itself. It forms a structure that looks on the image and elements that it is made of. To understand this, we need to study an image through the key components like Content, Color, Spatial Organization, Light, and Expressive Content. It also focuses on study of moving Images and technologies that are used to create them. This is a great concept for a designer who works in production. However, the whole analyses can relate to all designers because it includes basics of understanding how the design works, beginning from composition to color and content.
4. Content analyzes is a methodology that offers a way of conducting visual research by the means of collecting images that fall into preset categories or questions that has been researched. It allows the study of large amounts of images but it does not focus on the meaning of the image itself nor does subjectivity of the researcher. A designer can use this method to be able to research a specific topic and come up with ideas that are needed for his or her project. It is important especially for designer to be able to process the information fast enough so the work can be done in timeless manner. The example would be finding images for a magazine or traveling brochure.
5. Chapter 5 is on semiotics/semiology. It is a complex study of signs and the creation of some kind of visual meaning. The reason why it is complex is because of its use of technical vocabulary that describes how signs make sense. Simply put the signs are made of signifier and signified, an object and what describes the object without the need of a significant relationship between the two. Semiology has a strong focus on the site of the image and its compositional and social modalities. Designer can use this discipline to create ads with the meaning that is closely related to the advertised object or the viewer.
6. In Chapter 6 psychoanalysis attempts to show that every image creates an emotional effect on the viewer. This effect is based on human subjectivity, sexuality, and the unconscious reaction to images. Its strength is that it focuses on how an audience is portrayed in an image but not how it reacts to it, nor how the subject of the image feels about they’re own identity. As we can see psychoanalysis is typically used to describe sexual content of the image meaning that designer can use a specific model whether male or female to emphasize on the design and for whom the product was created. It can utilize the concept of male gaze to attract specific consumer to the product.
7. Discourse Analysis is similar to all analysis because it is also looking for specific details within the composition like text and language that image communicate to the viewer. However it is different to the Content Analysis because it does not collect masses of images in the same category. Discourse Analysis would be a good solution for a designer when applied directly to design, meaning that Discourse Analysis is a good way in creating powerful relations within the text in the ad or magazine to attract more viewers. Because this analysis were mostly used in deconstructing the political text for it’s meaning before but now it can be used in reverse to create a powerful growth in the designer career by utilizing this concept.
9. Audience Studies are important in defining the social site and audience for the image. It means that whether this image would be viewed in the social context where it was originally created or it would be moved out to the other social modality it would create different perception from the audience by which it is interpreted. So taking into consideration a social factor would greatly change the importance and meaning of the current image by the audience, meaning that Audience Studies would fit in interpreting it. It is beneficial for a designer to know what consumer thinks about their designs and products that is why setting up an interview with groups of people would help to receive feedback from them and improve on some details that consumer would not agree or would want to avoid.
10. The Anthropological approach is a discipline that is looking closer to the significance of visual images as objects and not as contextual material that needs decoding. It also utilizes at how people use visual materials by means of exchange and the social construct as a result of this exchange. In our design field it can be applied to the printing environment like packaging design. Because with packaging it is possible to create different feel and qualities to the object or artwork, this method would greatly benefit designers in this kind of work to provide consumer with not only look but also a feel of the product.