Communication through images: A Universal and powerful language
In a world where communication plays a fundamental role, images emerge as a universal language capable of transcending linguistic and cultural barriers. From prehistoric times to the digital age, humans have used visual representations to convey messages, express emotions, and tell stories. Communication through images is based on key principles that make it uniquely effective and globally impactful.
A : Why is image communication a powerful tool?
– A Universal language
Unlike written and spoken languages, which require specific learning, images can be understood intuitively by a wide audience. A symbol, photograph, or drawing can convey a message instantly, regardless of cultural or linguistic context. This is why road signs, airport pictograms, or mobile app icons use simplified images to guide users.
– Immediate emotional impact
Images have a unique ability to provoke an immediate emotional reaction. A war photograph, a poignant portrait, or a vibrant illustration can elicit empathy, sadness, joy, or anger in a fraction of a second. Media, advertising, and awareness campaigns extensively leverage this ability of images to generate strong emotions and influence behaviors.
– Quick and intuitive understanding
The human brain processes an image 60,000 times faster than text. A well-designed infographic, for instance, can present complex data in a visual and accessible way. Similarly, an eye-catching advertisement can grab attention and communicate its message in seconds, where a written text would require reading and interpretation.
– Better retention of information
Studies show that individuals are more likely to remember information when it is accompanied by a relevant image. This phenomenon, known as the picture superiority effect, is used in various fields, such as education, marketing, and professional training. A mind map, an infographic, or a well-crafted comic strip are often more effective than plain text in explaining a concept or telling a story.
– A powerful narrative and symbolism tool
An image does not simply illustrate a message: it can itself tell a story and convey deep meanings. Art, photography, cinema, and even internet memes use images to transmit complex ideas and narratives. Some visual works, such as murals or propaganda posters, have shaped history by influencing public perception and shaping collective opinion.
B : Concrete Examples of Communication Through Images: The Power of Visual Language in Contemporary and African Contexts
Images as a medium for communication have played a central role across history, conveying messages in ways that transcend language and cultural barriers. Today, visual communication continues to be a cornerstone in both everyday interactions and larger-scale global initiatives, especially within African societies and through international organizations like the United Nations (UN). Here are some examples, enriched by African values and the core purposes of organizations like the UN, to showcase how images continue to shape our world.
– African traditional art and symbols
In African cultures, visual art, including body painting, sculptures, and textile patterns, has long been used as a means of storytelling and preserving cultural knowledge. These artworks are more than aesthetic expressions; they carry profound cultural messages that can symbolize family ties, societal roles, or important life events. For instance:
• Adinkra symbols (Ghana): These symbols represent concepts such as wisdom, unity, and courage. An example is the “Duafe” symbol, which stands for beauty and cleanliness, important values in many African cultures. This symbol is widely used on textiles and in art, serving as a silent yet powerful communication tool about the value of physical and spiritual purity.
• African masks: Used in ceremonies and festivals, masks are powerful symbols of identity, spiritual beliefs, and social status. For instance, the Bwa Masks from Burkina Faso are used during initiation ceremonies to communicate the strength and continuity of tradition. The mask’s design visually reflects the values of the community and their connection to ancestors.
These forms of communication embody African values such as unity, respect for tradition, and spiritual connection, and they often transcend words to instill pride and foster communal identity.
– Pictograms and icons in African urban contexts
In urban African spaces, pictograms and icons are frequently used to communicate essential information, especially where literacy levels may vary. Visual symbols on street signs, markets, and transport hubs help guide people without the need for extensive language understanding:
• Public health campaigns: During health campaigns such as malaria prevention or HIV/AIDS awareness, the use of images like mosquito nets, pills, and condoms are more universally understood than text. The World Health Organization (WHO) often utilizes visual symbols in such campaigns to reach diverse populations across Africa, where languages and dialects differ greatly.
• Waste management: In countries like Kenya and South Africa, pictograms on bins or recycling bins help inform citizens about proper waste disposal methods, contributing to cleaner, more sustainable cities. These simple visual cues often prove to be more effective than written instructions, especially in multilingual areas.

– Logos and visual identities of African brands and Organizations
African organizations and companies rely heavily on logos and visual identity to communicate their brand values and identity to a wide audience. A brand’s logo is more than just a symbol; it encapsulates its mission, vision, and cultural significance:
• MTN (South Africa’s multinational telecommunications company) uses its iconic yellow logo, which represents energy, optimism, and empowerment. This logo has been successful not just as a symbol of business but also as an agent of social change, connecting millions across the continent.
• African Union (AU) Flag: The AU flag, designed with a map of Africa at its center, serves as a visual representation of African unity, emphasizing peace and solidarity across the continent. It reflects the African Union’s core values of promoting peace, security, and integration for the development of Africa.
These logos are powerful tools for communicating corporate and political identity, and they act as visual shorthand for cultural aspirations, which resonate with the African populace.
– Photography and Cinema: Powerful storytelling and social change
Images, especially photographs and films, have the power to influence public opinion, raise awareness, and drive action on a global scale. For example:
• The Sudan Famine (1984): The image of the child in Sudan with a vulture hovering over him, taken by Kevin Carter, remains one of the most iconic photographs in history. This image galvanized international efforts to respond to famine relief in Africa. The UN and various humanitarian organizations used this photograph to appeal for donations and support, making it an integral part of global advocacy for humanitarian aid.
• Kenyan Documentary Filmmakers: Kenyan filmmakers such as Wanuri Kahiu, known for films like Rafiki, use cinema to depict the challenges of LGBTQ+ rights, gender equality, and societal transformation in African contexts. These films spark conversations, shift societal norms, and often lead to global discussions about Africa’s evolving role in human rights and equality.
Through the lens of film and photography, images convey messages of human rights, social justice, and equality, aligning with core values championed by organizations like the UN.
– Emojis, memes, and digital communication in Africa
In the modern digital age, emojis and memes have become powerful methods for emotional expression and social commentary. On platforms like WhatsApp or Twitter, Africans use emojis to communicate emotions, ideas, and humor:
• The African-American « Raised Fist » Emoji: Across African nations, the raised fist emoji has become a symbol of solidarity and resistance, especially in movements like #BlackLivesMatter, symbolizing the fight for equality and justice.
• Memes on Social Media: Memes are widely used in African online spaces, where they not only bring humor but often serve as subtle forms of protest or commentary on politics. For instance, #EndSARS in Nigeria was a movement that used memes and images to call for the disbanding of the Special Anti-Robbery Squad, becoming a viral image-driven protest that captured the attention of global media and organizations.
These forms of digital communication align with the UN’s values of freedom of expression, human dignity, and the right to participate in cultural life.
– Visual communication and African values
From traditional symbols to digital memes, images in Africa and worldwide communicate far more than just a message: they transmit values, emotions, identity, and history. These visual tools are especially powerful in aligning with the UN’s values such as peace, equity, human rights, and cultural preservation. They play a pivotal role in expressing collective aspirations and maintaining social cohesion within diverse African communities and beyond.
By embracing the power of visual communication, we not only transcend language barriers but also nurture a deeper connection to shared experiences, a key component in fostering peace and collaboration in a globalized world.
– Image, a language in its own right
Images are more than just illustrative tools: they form a language in their own right, endowed with unparalleled communication power. They capture attention, provoke emotions, convey complex information, and enhance message retention. In an increasingly visual world, where social media and digital media occupy a central role, mastering image communication has become an essential asset for businesses, institutions, and individuals.
Thus, whether in advertising, education, art, or culture, the image remains a powerful tool capable of transcending words and impacting minds instantly and sustainably. In today’s world, where visual content is king, mastering this language is indispensable.