Visual communication with non-literates: a review of current knowledge including research in northern India

In this article previous research on the perception of visual aids by non-literates in Kenya, Zambia, Ghana, Papua New Guinea, Mexico, as well as among immigrant groups in London and Paris, in Nepal and, by the authors in northern India, is reviewed. Recognition of pictures is affected by the particular culture of each group. In Africa, photos are better understood and liked: in the Indian subcontinent, line drawings are well recognized and appreciated. Recognition can be reduced by inaccurate detail, stylization and perspective. The authors found that overall size could be kept small if the pictures were simple. Complicated pictures, or a group of interrelated pictures, are not usually well recognized. Familiarity, realism and simplicity seem the most important components for a successful picture. Ways of attaching value ("good" or "bad", for example) have not in the past been very successful, but the authors found that a "vocabulary" of fourteen signs were, once explained, well understood. The values of colours in the culture must be understood and utilized. To be successful, visual materials for non-literates must start from the local culture and not come untested from behind a desk in the capital city.