A Brief History of Visual Thinking

How visuals have played their part in human storytelling

The ‘five ages of communication’

How do we process information visually?

Throughout the course of human history, communication and storytelling have played a vital role in shaping our societies and connecting people across time and space. From ancient oral traditions to modern digital media, the evolution of human communication has been a remarkable journey.

The earliest form of human communication can be traced back to prehistoric times when our ancestors used gestures, vocalizations, and crude drawings to convey ideas and emotions. As language developed, oral storytelling emerged as a powerful means of passing down knowledge, traditions, and cultural values from one generation to another. These oral narratives not only preserved historical events but also served as a form of entertainment and social bonding.

The invention of writing around 5,000 years ago marked a pivotal moment in human communication. Ancient civilizations, such as the Sumerians and Egyptians, used hieroglyphics and cuneiform scripts to record stories, laws, and religious texts on clay tablets and papyrus scrolls. Writing enabled the preservation and dissemination of knowledge beyond the limits of memory, allowing societies to evolve and thrive.

Over time, various advancements in communication technology emerged, transforming the way stories were shared. The invention of the printing press in the 15th century by Johannes Gutenberg revolutionized the spread of information, making books and written knowledge more accessible to the masses. This milestone ushered in the era of mass communication and paved the way for the Renaissance and the Enlightenment, fueling the exchange of ideas and fostering cultural growth.

The 19th and 20th centuries witnessed significant leaps in communication technology, with the telegraph enabling rapid long-distance messaging and newspapers becoming a prominent source of information. The advent of radio and television further revolutionised storytelling, as news, entertainment, and narratives could now reach vast audiences in real-time.

The digital age, which began in the late 20th century, brought forth an unprecedented era of communication. The internet transformed the way we connect, communicate, and share stories. Social media platforms, online forums, and digital content creation allowed individuals to become both consumers and creators of stories, giving rise to a participatory culture.

In the 21st century, smartphones and mobile technology have become ubiquitous, enabling instant communication and access to a wealth of information and narratives at our fingertips. Virtual reality and augmented reality have begun to redefine the storytelling experience, immersing audiences in interactive and immersive narratives.

Throughout the ages, human communication and storytelling have proven to be essential threads in the fabric of our existence, shaping our understanding of the world, our cultures, and ourselves. From ancient campfires to the digital frontier, the power of stories continues to bind us together and illuminate the human experience.

From the earliest cave paintings dating back tens of thousands of years to the modern digital age, visual communication has been an integral part of human expression. Our ancestors used simple drawings and symbols to communicate essential information, such as hunting strategies or celestial events, effectively transcending language barriers and preserving knowledge for future generations.

As human societies evolved, so did the sophistication of visual communication. Ancient civilizations like the Egyptians and the Maya developed intricate hieroglyphics and glyphs that conveyed complex narratives, historical events, and religious beliefs on temple walls, papyrus scrolls, and stone monuments. These visual representations served not only as a means of recording history but also as a form of artistic expression and cultural identity.

The invention of the printing press in the 15th century revolutionised visual communication by enabling the mass production of books and illustrations. This advancement facilitated the dissemination of knowledge and ideas, democratizing access to information and sparking the spread of new concepts, scientific discoveries, and artistic movements.

Throughout the Renaissance and the Enlightenment, visual representations in the form of paintings, sculptures, and diagrams played a crucial role in conveying complex concepts and influencing public opinion. Artists like Leonardo da Vinci and Michelangelo used visual storytelling to depict biblical tales and historical events, while scientific illustrations by the likes of Galileo Galilei and Johannes Kepler helped communicate groundbreaking astronomical discoveries.

In the 19th and 20th centuries, the proliferation of newspapers, magazines, and advertising further propelled the significance of visual communication. Political cartoons became a powerful means of satirical commentary, and iconic brand logos conveyed strong corporate identities and consumer associations.

With the advent of photography, film, and television, visual storytelling took on new dimensions, captivating audiences and shaping cultural norms worldwide. Documentary photography brought distant realities closer to home, while motion pictures transported viewers to fictional realms and offered immersive storytelling experiences.

In the digital era, the explosion of the internet and social media platforms transformed the landscape of visual communication once again. Infographics, data visualisations, and memes became prevalent methods of presenting information and sparking conversations in an increasingly fast-paced and visually-driven world.

Visuals have the power to simplify complex ideas, evoke emotions, bridge cultural divides, and inspire action. As technology continues to advance, and as new mediums and visual languages emerge, the impact of visuals on human communication is poised to grow even further, shaping the way we perceive and interact with the world around us.

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The Tribal Age: This age refers to the early stages of human civilization when communication primarily took place within small tribal communities. Oral storytelling and face-to-face interactions were the dominant modes of communication. The sense of community and shared experiences played a crucial role in shaping beliefs, values, and culture.
The Literate Age: The invention of writing marked the transition to the literate age. With written language, knowledge and information could be recorded and preserved, transcending time and space. This led to the emergence of complex societies, legal systems, and the spread of religious texts. Writing enabled a more abstract and detached form of communication compared to the immersive tribal age.
The Print Age: The print age was characterized by the invention of the printing press in the 15th century. With the mass production of books and printed materials, information became widely accessible to a broader audience. This led to the dissemination of knowledge, the rise of newspapers, and the spread of ideas, significantly influencing public opinion and sparking intellectual movements like the Renaissance and the Enlightenment.
The Electronic Age: The 20th century brought forth the electronic age, marked by the invention of technologies like the telegraph, radio, and television. Communication transcended geographical boundaries, enabling real-time dissemination of news and entertainment. This era also witnessed the advent of electronic computing, laying the groundwork for the digital revolution that followed.
The Digital Age: The digital age is the current era, characterized by the widespread adoption of computers, the internet, and mobile devices. Communication has become instantaneous, interactive, and multimedia-driven. Social media platforms, video streaming, and instant messaging have transformed how we connect, share information, and engage with others globally.

The five ages of communication illustrate the evolution of human interaction and the significant impact of technological advancements on the way we communicate, connect, and exchange ideas throughout history.

Visual communication is supported by a wealth of scientific research that highlights the significance of visual stimuli in our cognitive processes and how our brains process information visually. Here are some key scientific principles behind visual communication and information processing:

Dual Coding Theory: This theory, proposed by Allan Paivio, suggests that humans process and represent information using both verbal and visual codes. It means that we have two separate channels for processing information: one for verbal (language-based) and the other for visual (image-based) information. When information is presented in a visual format, it can complement and enhance our understanding by engaging both channels simultaneously, leading to better retention and recall of the information.
Gestalt Principles: The Gestalt principles describe how our brains organize visual elements into meaningful patterns and structures. These principles, such as proximity, similarity, closure, and continuity, help us make sense of complex visual information quickly. By understanding these principles, visual communicators can create designs that are visually appealing and easily understandable to the audience.
Picture Superiority Effect: Research has shown that information presented in a visual format, such as images or diagrams, is often more memorable and easier to recall compared to textual information. This effect is related to the brain's ability to process visuals quickly and efficiently, making visual communication a powerful tool for enhancing learning and information retention.
Cognitive Load Theory: This theory suggests that the human brain has a limited capacity for processing information at a given time. Visual communication can reduce cognitive load by presenting complex information in a visually organized and concise manner. By simplifying complex concepts into visual representations, the cognitive burden on the audience is reduced, leading to improved understanding and engagement.
Mirror Neurons: Mirror neurons are brain cells that activate both when we perform an action and when we observe someone else performing the same action. They play a crucial role in empathy and social learning. Visual communication, particularly through the use of facial expressions and body language, can trigger mirror neuron activation in the audience, creating an emotional connection and fostering empathy.
Attention and Visual Perception: Our brains are naturally drawn to visual stimuli and tend to prioritize visually salient information. Visual communication can leverage this tendency by using attention-grabbing visuals and design elements to capture the audience's focus and maintain their engagement.

The science behind visual communication underscores the efficiency and impact of visual stimuli in our cognitive processes. By understanding how our brains process information visually and employing effective visual strategies, communicators can enhance the effectiveness of their messages, improve comprehension, and create more engaging and memorable experiences for their audiences.