Cover; Half Title; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Contents; Dedication; Preface; Acknowledgements; 1. The Thinking Eye; Introduction; Theory and Knowledge about Vision; The Optic Array; Schemata and Objectification; Visual Literacy; 2. Communication; Introduction; The Two Faces of Communication; The Discovery of Pulsars; The Communication Schema; Inference and Visual Communication; Communication and Information; The Case of the Wink/Twitch; Meaning; 'What is the Meaning of this Message?'; A Note on Effects; Behaviourism and Rules
Postscript to the PulsarThe Author/Message Relation; The Inferred Audience; Knowledge of the Audience; 3. Visual Communication -- the Author/Message Relation; Introduction; Effective Communication -- the Primary Focus; The Institutional Framework; Professionalism and the Inferred Audience; Traditions of Practice; Visual Communication Practice: The Legacy of the Bauhaus; Gestalt and Basic Design; Basic Design and the Metaphor of Physics; Education and Communication Effectiveness; 4. Visual Communication and the Student; Introduction; What is 'Semiotics'?; The Atypical Nature of Language
Is the Perception of Pictures Learnt?The Picture in Our Culture; The Empirical Study of the Audience/Message Relation; 5. Learning and the Forces of Change; Introduction; Learning -- the Systems Aproach; Direct and Mediated Learning; Media Cognition and Learning; Learning, Schema and Objectification; 6. The Photograph; Introduction; The Myth and Metaphor of Transparency; The Photographer's Choice; The Photograph's Context; Photographs in Texts; Attentional Relation; 7. The Drawing; Introduction; Explication and Drawing; Descriptive Illustrations; Explanation and Description
Expressive IllustrationsConstructional Illustrations; Functional Illustration; 8. Graphs and Diagrams; Introduction; The Range of Material; The Visual Basis; Some Areas of Doubt and Research; Diagrams and Thinking; 9. Typography -- the Hidden Order; Introduction; Typography as Stimulus; Typography as Social Practice; Reading as Social Practice; 10. The Future of Visual Education; Introduction; Luminous Sundials?; Missing Media; The Work of Visual Communication; Research Priorities; Visual Communication in General Education; Glossary; Annotated Bibliography; References; Index
