Languages of the Eye
In chapter 6 of Magical Worlds of the Wizard of Ads I quote professor Neil Postman as saying, “What we think of as 'reasoning' is determined by the character of our language. To reason in Japanese is not the same thing as to reason in English or Italian or German. To put it simply, language has an ideological agenda that is likely to be hidden from view.” This month's Scientific American (p. 46) suggests that Postman wasn't the first person to come to that conclusion. Half a century ago Benjamin L. Whorf said, “we dissect nature along lines laid down by our native languages.”
What they're both saying is that our worldviews are heavily influenced by the structure of the language we speak. I agree, but I believe there are exceptions to Postman's and Whorf's statements and that these exceptions involve the languages of the eye. Not so specific in their meanings as the spoken and written languages of the ear, the languages of the eye – ratio, shape, color, and juxtaposition to name a few – are interpreted symbolically by the brain's non-verbal right hemisphere. Carefully arranged for maximum effect, the coordination of these languages of the eye is sometimes called Feng Shui. But regardless of the name you prefer, it is this careful 'coordination' that separates exciting architecture from boring buildings, inspiring art from mere decoration, and captivating graphics from average layouts.
Sometimes called “proportion,” ratio is the relative size of things: largeness communicates dominance – smallness, subtlety. But somehow you already knew that, right?
Often called “form,” shape is any assemblage of angles and curves. In the language of shape, straight lines and their angular intersections are masculine. Their flavors – if they had flavors – would be sharp and tangy. And their sounds, if they made sounds, would be obstruent; (i.e. the sounds represented by the letters p, t, k, g, b, and d.) Equal but opposite to straight lines, curves connote feminine beauty, smooth textures, creamy flavors and sonorant sounds like m, n, l, r, i, and y. If associating the languages of shape and ratio with the languages of flavor and sound seems bizarre to you, please know that science has long recognized the “temperatures” of colors, with entire palettes scientifically divided into “warm” and “cool” shades.
“Temperatures of colors? Flavors of shapes? Martha, I believe the boy has finally lost his mind.”
If – unlike Martha's husband – you instinctively understand the potential applications of such things as we've talked about today, you belong in theMagical Worlds curriculum at Wizard Academy where you'll meet neurologists, ministers, educators, astrophysicists, artists, musicians, journalists and other expansive thinkers (i.e. crazy people like you) who want to change the world. But if you just want to know how to brand your company and create an ad campaign that will bring in more customers, theSecret Formulas Advertising Workshop is the curriculum for you. (No crazy people in that course, just other intelligent business owners and advertising pros who, like you, would like to accelerate their revenues and results.)
Two totally different curricula, one amazing school. We hope to see you here soon, even if only for afree public seminar.
Ciao for Niao,
Roy H. Williams
PS – If you would like to read a bizarre but truly brilliant book about languages of the eye, pick up a copy of Understanding Comics by Scott McCloud. Don't let the cover fool you. McCloud's book is about “sequential graphic storytelling,” a language far more powerful than the stories which are commonly associated with it. – RHW