Tone of Voice.
The tone of voice of a word or image can alter the way that people see and understand the meaning of the piece. Think of the word 'shout'. If written in tiny writing like
shout
it doesn't look right. This word looks like it should be whispered. We associate the word 'shout' with a loud noise. Therefore a larger, bolder typeface or weight would be more appropriate
shout
by adding an exclamation mark and typing in capitals it makes the word actually shout.
SHOUT!
Colour can also affect the way we process understandings of certain things. For example, if something is written in red, we associate the colour with negativity. However in different cultures, colours can differ in meaning. In Asian cultures the colour red can be associated with wealth. This colour can also be associated with sin, guilt, pain, passion, blood and anger. Often red is used to warn people to indicate danger or emergency, this is because it catches peoples attention. Blue, however is seen to be calming, sedate, dependable, commited, cooling and aids intuition.
The use of colour influences to make choices, decisions. Therefore this is an important aspect to think about when creating a piece of visual communication.
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