This paper develops a theory of visual persuasion which focuses on buildings as forms of visual persuasion. The theory sets forth the accepted elements of visual literacy (e.g., dot, line, geometric form, etc.) along with the communication techniques for accumulating together the elements into perceptible images. Images in this case are architectural forms--government buildings, performance halls, cathedrals, museums, and the like. The theory further utilizes Gestalt psychology to explain how these elements and techniques impact viewers. It then discusses the architectural elements of symmetry, rhythm, mass, site, color, adornment, and the like to build a framework for assessing the visual experience of architecture. The paper demonstrates the application of this theory to the assessment of visual persuasion in particular, i.e., how structures work as means of social influence. The presentation is illustrated with several images of architectural forms.
|Keywords:||Visual Persuasion, Architecture, Visual Communication, Visual Literacy|
Professor and Chair, Visual Communication Division, Department of Communication Studies, Sam Houston State University, Huntsville, Texas, USA
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