Visual codes are to do with the representations that certain images and colours have that the audiences can understand or see without having to have text with it to explain or describe it for example the colour pink would have a visual code of innocence, feminine, pure, gentle, childhood etc. When it comes to film magazine articles the layout, font, typography, pictures, graphics, colours and more all have specific visual codes that editors and journalists think about in order to tailor to their target audience, create an atmosphere and give more depth to the pages and articles without having to have specific text to explain what certain things mean. Semiotics come into play with visual codes: this is the study of signs and symbols and the interpretations and representations that come with them for example as the image above shows an eye, the interpretations that can come with that are "seeing" or "looking" the world purely visually or that a person's sight is a gem. Consequently, my group and I will have to read into semiotics in order to use visual codes effectively in our film magazine review in order to satisfy our target audience as well as have a more in-depth film review choosing colours, fonts etc depending on visual codes meaning that they will have a purpose and will be seen that they were well thought out and planned.
To the write is a logo for "Walt Disney". Though this has nothing to do with film magazines it is a good example for looking at semiotics or visual codes. The font here seems to look like it was hand written in old English times as it uses specific calligraphy. This can represent the age of the company showing that they keep to their old roots and are proud to have lasted as long as they have. Also, the font also looks mystical which represents the fact that the company's target audience is young children as all the "original" characters are seen to be from an older era therefore the company want to portray that. Finally, the original logo itself has a black colour though there are interpretations and variations in modern day, which shows that it is a "classic" brand and company: something that can not be changed.
Another good example to look at for visual codes when it comes to typography and font is the logo for "easy jet" which is completely different to the "Walt Disney" logo. This one uses a bubble serif font which tries to portray a modern, easy, friendly, almost child like atmosphere. The company try to emphasise that they are new, modern, and "easy". The same way they use a bright orange for the font which interprets boldness, meaning they want to attract customers as as mentioned before they are keen on showing they are the new way forward and are more friendly and easy going compared to a flight brand like "British Airways" though this may make them seem less professional and more like friends.
The examples above have been shown purely for the reason that the choice in things like font and typography and colour can completely change an audience's view on a particular brand or company therefore when it comes to my group and I's film magazine review, if we choose the wrong colour or font it could take away from the article and give the wrong idea or target the wrong audience.
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