“Visual communication is universal and international; it knows no limits of tongue, vocabulary, or grammar, and it can be perceived by the illiterate as well as by the literate.” -György Kepes
Upon observing an image, the viewer wonders, “What is it?“ and “What is the meaning?” The mind needs to make sense of the world. In order to understand, one must call forth associations and use what is already known to gain meaning of the unknown. The viewer experiences competing perceptions when viewing an image. A person’s age, beliefs, culture, educational background, experiences, expectations, interests, memories, religious background, and values all drive perception and will create a bias towards what one sees. The observer is forced to challenge their preconceived perceptions and provide their own conclusion.