Abstract
This visual essay discusses how visual communication strategies in the context of art differ from visual communication strategies in everyday media. A quantitative visual content analysis of 23 art exhibition leaflets and 47 leaflets advertising everyday life events showed that readability is a significantly more important feature of conventional visual communication, whereas artistic visual communication tends to emphasize aesthetics and a sense of enigma. 322 students between the ages of 10 and 18 years participated in an online-survey designed to investigate their preconceptions about art and to measure their competencies in discriminating and naming characteristics for artistic communication strategies in opposition to conventional communication strategies with an emphasis on pictures. The students’ awareness of aesthetic communication strategies increased after completing the task of comparing and categorizing leaflets from artistic and other contexts.
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