On any given day, you’ll encounter images on billboards, road signs, maps, posters, flyers, brochures, product packaging, logos, advertisements, and so on. Images are all around us. Whether they’re selling a product, conveying a message, sending a warning, or informing us about a law, they all have something to say. Although often we don’t consider them carefully or critically, most images are designed to plant ideas or influence our decisions. When you want to analyze an image—to pick apart its message and how it works—think about the questions in the following chart.
Genre
What kind of image is it? Is it a photograph, cartoon, painting, map, chart, or diagram, for example?
Features
Is the image in color or black and white? In what context does the image appear? For example, is it large format (perhaps a poster) or small format (such as food packaging)? If the image has depth, what elements are in the foreground and the background? What is the perspective of the image (is it a close-up or an aerial view, for example)?
Purpose and audience
What is the purpose of the image? Is it accompanied by other modes, such as sound or written words? Or does it convey meaning on its own? Is it meant to teach, guide, warn, entertain, or provoke the viewer?
Who is the intended audience for the image? Someone zooming by in a car with only seconds to process the message? Someone who will spend time examining the image? Children or adults? Experts or nonexperts?
Meaning
How do genre, features, purpose, and audience work together to convey a message? How do you interpret the use of the image? (Keep in mind that your interpretation—your take on the meaning—may differ from the composer’s intended message.)