Kress and van Leeuwen, Introduction

The reading is exciting. Like the recommendation from Jan, I love the book at the first glance of the introduction, even though further information has not been accessed yet.
I was always thinking about the encoding and decoding of meaning in terms of cognitive knowledge. The book aims to explore the “meaningful whole”combined of visual elements from depicted people, places and things. It is to describe the way in which how the visual complexity and extension be processed, presented and recognized. From visual communication to visual design is challenging to human capacity concerning their understanding and reflection of the world. From visual design to visual communication, on the contrary, speed up and perfect the interaction between human beings and their relationship with the outside world.
Since the book focuses on the system of visual communication, it should be beneficial in many fields such as arts, teaching, advertisement, etc. Many interesting topic might be come across in this introduction such as the way children observe and express about the world. It is much of metaphor-orientated. It starts us to think about the representational resources these particular sign makers depend upon to express certain meanings. I also like the idea that “visual language is not transparent and universally understood, but culturally specific (p3). It explains the craft of many businesses in taking advantage of particular culture phenomena in their overseas trades. It is true. For example, I have heard that some European computer sellers complained about most Chinese people favored much on those beautifully designed computer instead of the most efficient one, ignoring the price. Actually, I smiled at the complaint as I could really understand. Not every Chinese is professional, therefore, a computer with some practical functions to their needs might be enough. However, the priority for most Chinese is that it needs to be pleasant and comfortable to eyes. Out of the same reason, the blog with more colors and styles should be welcomed more by Chinese people. That explains why in China the blog designer would spare no effort in putting forth the “new clothes” every now and then.
I love the book for it enlightens and as I read it, I find many notions are like old friends, who appear, offer and exchange appealing ideas from different point of view which are right in accordance with my appetite.