The master's thesis deals with the influence of creative decisions on perception in visual communication. The starting point of the research is the question of the extent to which changes in design can affect the interpretation of a message without changing its content. The purpose of the research was to investigate how different creative decisions affect the understanding and placement of visual communication across different communication domains.
In the theoretical part, we discussed the processes of meaning-making and the role of typography, color and imagery in the formation of perception.
We began the experimental part by analyzing contemporary phenomena such as artificial intelligence, visual dissonance and ethics in visual communication design. Then, we analyzed existing examples of visual communication in relation to four different communication domains. On this basis we designed a series of posters using Adobe software, in which the text and motif were the same, changing only their design. We conducted a survey in order to check how participants interpreted the posters and in which communication domains they placed them.
The results showed that different implementations of the same content lead to different interpretations. Participants consistently associated posters with specific communication domains based on design features, with laypeople also largely successfully identifying contexts. The research shows that creative decisions significantly influence perception and can shift the same content into a different interpretive framework.
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