Symbolism in visual media enriches our understanding of images. It allows us to communicate through shared visual meaning, even around abstract concepts such as identity or emotion. In this chapter, we will explore some common forms of symbolism in visual media.
Denotation vs. Connotation
Almost all words and images have a literal meaning, the denotation, as well as symbolic or interpreted meaning, the connotation. This is similar to semiotic theory, which provides one way to think about how a single sign can provide multiple meanings. Any given image may have multiple connotations, which are fluid because they can depend on the viewer's perspective and prior knowledge or experience.
In many cases, the connotation may be a stronger association for the viewer than the denotation. This is particularly true in stock photos and advertising, where the denotative meaning is often unimportant to the intended message.
✓ This is a print ad from the car company Volkwagen. What is the connotation of this image, and how does it relate to the brand's intended message?
Even in news and photojournalism, images are often valued for their connotative meaning. These photos were taken by award-winning photojournalists and represent real news events, but are notable and remembered because of the connotative meaning of peaceful confrontation with police or military power.
Photo by Marc Riboud, 1967.
Photo by Jeff Widener, 1989.
Photo by Jonathan Bachman, 2016.
Skeuomorphism
A common form of symbolism in digital design is skeuomorphism, which is about how new technologies mimic old, familiar technologies. In visual interfaces, this often means using visual analogies between digital actions and real, physical actions.
Related slides for reference
✓ Look at your phone, computer or websites you frequently use. What are three examples of skeuomorphism?
🗨 Do you personally find these visual analogies useful to understand digital interfaces or not?