The processes of looking closely and thinking critically about visual texts are important for artists and designers to understand. These processes allow them to generate their own ideas about a text. Being able to think critically opens their eyes to other cultural and social ideas.
Firstly, what are these processes? Annals, Cunnane, and Cunnane say “doing something critically, in a critical way, means that you consider it actively, you engage with it. You don’t just sit in front of it, or watch it go by” (15). One of the most familiar, and perhaps superficial, ways of engaging with a visual text is to describe it (Clarke, 23). Designers and artists must delve deeper into the text. They identify where the text comes from, when it was made, and what the social and cultural factors were at this time (Clarke, 25). Critical thinking is seeing a visual text from multiple perspectives and exploring beyond the surface of a text. To the untrained eye the hippopotamus in The Hippopotamus at the Zoological Gardens, Regents Park (Fig 1) is just a lazy hippopotamus at a zoo posing for the audience. But someone thinking critically about it might observe that the way the people lean through the bars makes it seem as though they’re the ones in a cage, not the hippopotamus, and the slight smile on the hippopotamus’s face enforces the idea that hippopotamus is free and the humans are inside a prison (Bate, 38-40).

Figure 1. De Montizon, Count. The Hippopotamus at the Zoological Gardens, Regents Park. Photograph. Royal Photographic Society Collection, National Media Museum/Science & Society Picture Library. Photography: The Key Concepts. By David Bate. Oxford: Berg, 2009. Print.
These processes of looking closely and thinking critically help artists and designers make their own conclusions about a visual text, and help them generate their own ideas and opinions (Wallace, Schirato, and Bright, 46). People’s decisions are often influenced by pre-existing ideas and they follow the lead of others in their decision making. This is something to be avoided. Artists and designers must not have tunnel vision when looking at a visual text. Rather, they must be “prepared to examine [their] own assumptions, as well as those of others, and question whether they are reasonable” (Wallace, Schirato, and Bright, 47). In order to develop their own voice, artists and designers must be able to think for themselves. One artist might say that the Earth in Blue Marble (Fig 2) represents a unified whole free from conflict and war. A different artist might comment that it shows the Earth as a minuscule object that holds little meaning in the vast emptiness of space. All the while, someone not trained to think critically might just see it as “whole and round and beautiful and small” (Mirzoeff, 4).

Figure 2. Schmitt, J. Blue Marble. Photograph. Retrieved from http://earthobservatory.nasa.gov/IOTD/view.php?id=1133
These processes also open artists and designers’ eyes to new cultures and ideas (Wallace, Schirato, and Bright, 49). Without knowing the context of a visual text, the viewer only really knows what’s on the surface – what the visual text looks like, not what it’s saying. By critically analysing a visual text, artists and designers get a better understanding of what context is. Knowing the ‘who, what, when and why’ is necessary when viewing a text because “these factors, once understood, contribute to a fuller understanding and appreciation [of the subject]” (Clarke, 25). The viewer begins to understand the meaning of the text and the social, cultural or political point it is trying to get across (Ruszkiewicz, Anderson, and Friend, 32). By becoming more familiar with other cultures, artists and designers can make their work more accessible to other people or, conversely, more alienating to other people. This gives their work more meaning and makes them a more versatile artist or designer.
If artists and designers are able to generate their own ideas and determine their own conclusions about a visual text, they can grow as an artist or designer and develop their own voice.
Works cited:
Annals, Alison, Abby Cunnane, and Sam Cunnane. ‘Working with Images and Ideas’. Saying What You See: How to Talk and Write About Art. North Shore, N.Z.: Pearson Education New Zealand, 2009. 12–39. Print.
Bate, David. Photography: The Key Concepts. Oxford: Berg, 2009. Print.
Clarke, Michael. ‘Language and Meaning’. Verbalising the Visual: Translating Art and Design into Words. Lausanne, Switzerland: AVA, 2007. 20–27. Print.
Mirzoeff, Nicholas. How to See the World. London: Pelican, 2015. Print.
Ruszkiewicz, John J., Daniel Anderson, and Christy Friend. ‘Reading Texts’. Beyond Words: Cultural Texts for Reading and Writing. 3rd ed. Boston: Pearson, 2011. 9–39. Print.
Wallace, Andrew, Tony Schirato, and Philippa Bright. ‘Critical Thinking’. Beginning University: Thinking, Researching and Writing for Success. St Laniards, NSW: Allen & Unwin, 1999. 45–61. Print.