Salience, reading paths, vectors, colour

This chapter is a continuation of the previous chapter. It is particularly focused on techniques for still images. You need to be aware, though, that the same elements of layout that are outlined in this chapter can be applied to moving images. This is of particular importance for mise en scene, a film and drama term that denotes the arrangements of characters, props, set and lighting in a single frame or on a stage. By the end of this chapter you should have an understanding of the terms salience, reading paths, vectors and the connotations of colour. When you have finished this chapter you should re-examine the animations and try to figure out the purpose of each text. Think about how the composer has tried to convey ideas. What techniques do they use and what connotations, relevant to the purpose, do the images have.

Salience

The salientimage in a visual text is the first image that a viewer sees when looking at an image. Salience is important as it is where the audience will begin their reading path. To correctly find the salient image when analysing a text, close your eyes when you first look at the text and when you open them take note of the first thing that your eyes are drawn to. There are a number of reasons why a feature of a visual text may be the salient feature:

• The colour is bright and therefore stands out.
• The image is particularly eye catching.
• The layout - or where the image has been placed.

Reading paths

In general, the Australian reader will read a page from left to right and from top to bottom. This is the standard reading path. This is no different for visual texts. The next time you pick up a magazine, notice that the logos for the advertisements are on the bottom right hand corner of each page. This is the last place that the eyes look when they are reading a visual text.

Because of this culturally assumed reading path, composers of visual texts, in particular graphic designers, will compose a visual text to incorporate this information.  Consider how this works through the animation Reading paths.

Vectors

Vectors are similar to reading paths as they are concerned with how the viewer of a visual text reads the page. Vectors, however, are techniques that composers of visual texts use to make viewers take specific reading paths.  Consider how this works through the animations Simple vectors and Complex vectors.

Colour

Typically it is assumed in Australia, and many countries around the world, that the following colours signify the following things:

• Red: anger, passion, danger, stop
• White: peace, purity, cleanliness, life
• Black: death, sickness, evil
• Green: go, nature, happiness
• Blue: peace, serenity, boys
• Pink: love, girls
• Grey: tedium, boredom, depression, confusion

Composers will use colours to indicate different meanings as above. It is also important to note that composers will often use colours that stand out in order to attract the attention of the audience. Consider  Image one and Image two as examples of how colour can be used.

In Image two, on the other hand, the overbearing presence of grey evokes a sense of tedium, boredom and depression.

Refer to 'Using Colour Activity' to practice using colour in visual texts.