This matrix shows the context in which a graphic designer works on a visual communication design project. It shows the relationship between a client, an audience, and a designer and facilitates the design of visual message to be broadcast by a sender to elicit a response by an audience.
The matrix looks at the relationship of concept and form within a design, and how a designer uses idea and point-of-view, as well as words and images to create a visual message. It goes further and looks at how these same two factors concept and form to perceive, interpret and respond to a visual message.
