Visual Language

A system of communications and understanding is woven throughout the World. Specifically shapes and colours, these elements are manipulative and persuasive, usually subtle and unnoticed. Sometimes we can fail to recognize visual signals, that in turn affect out preferences and values. If one understands these complex systems, they can utilize them to their will and to suit their purposes.


Shapes depending on the viewer, can convey a varied, instant message or idea. Similar to body language our personal perception of a gesture, movements or lines can simulate to a feeling, mood, or even a personality.

For example, a column signifies tall, powerful and of importance, representative of posh/solidity, whereas the road sign below, a diamond shape signifies unstability/attentiveness which could indicate a warning or hazardous message.


Furthermore, the shapes have also been combined to create more diverse and complicated ideas, which display further emotional and heightened qualities. the building below was designed by Zaha Hadid, which arguably unites all of the above. A fluid and uncertain form that screams nonconformist, however rounded edges for soft impartiality. Additionally the sinuous design suggests dynamism and activity.

Zaha Hadid Architects was appointed as design architects of the Heydar Aliyev Center following a competition in 2007. The Center, designed to become the primary building for the nation’s cultural programs, breaks from the rigid and often monumental Soviet architecture that is so prevalent in Baku, aspiring instead to express the sensibilities of Azeri culture and the optimism of a nation that looks to the future.

(Zaha Hadid Architects,



Colour Theory




Red – the hottest of the spectrum, an advancing/stimulative colour. Relative to fire, desire, lust and sex. Also energy, war and danger. Emotionally intense unlike blue, enchances metabolism and blood pressure. Highly visible hence used aon road signs and to attract attention. In heraldry, red is used to indicate courage.

Blue – The cold colour, a room of this colour would appear receding. Relative to water, ice and the sky, hence connected to spiritualism and the infinity. Considered beneficial to the mind and body and produces a calming effecta nd slows metabolism. Also used as the ‘blues’ e.g. depression/down. The colour you see in the distance as it emerges e.g. mountains/city landscapes. In heraldry, blue is used to symbolize piety and sincerity.

Yellow – An almost neutral colour, representative of the young and lively, the Springtime/Easter (the colour of chicks). Or intellect and energy, similar to orange as stimulative and fresh. In heraldry, yellow indicates honor and loyalty.



Orange – mixed via red and yellow, a warm colour. Represents a zingy nature. Sunshine or the tropics. Enthusiasm and stimulation.

Green – mixed via blue and yellow, of a coolish tone. Also zingy, but represents nature e.g grass. Good health, neutral PH. Is a balanced colour, can been see as the new life, but also as mould/decay. In heraldry, green indicates growth and hope.

Purple/Pink – also subdivided into indigo and violet. Cool and warm colours, are sensual and decadent – royal/of importance. Can also relate to magic and mystery e.g. the universe/spirituality. A rare colour within nature and considered by some to be artificial.



Black – is associated with usually negative connotations e.g. power, death, evil and mystery.  Associated with fear and the unknown, also gives a perspective of depth. Not usually considered  formal and elegant. In heraldry, black is the symbol of grief.

White – The purist colour, associated with light, good and innocence. The colour of perfection? Can also relate to safety and cleanliness, great for use in advertising of modernity and hospitals. In heraldry, white depicts faith and purity.