0.1. Notebooks © Simonetta Capecchi. Courtesy of Moleskine Srl, Viale Stelvio, 66-201 59 Milano, Italy.=xviii

0.2 Classroom viewing of Ways of Seeing(BBC, 1972). Courtesy of Sunil Manghani.=xxiv

1.1. French Connection window display, Leeds. This is the Woman/This is the Man campaign, 2010. Photograph : Sunil Manghani.=9

1.2. Independent on Sunday,1 December 2002, Life Etc. Supplement, p.1.=10

1.3. Classroom blackboard showing diagram adapted from Roland Barthes' 'second-order semiological system'.=12

1.4. Richard Hamilton, Just what was it that made yesterday's homes so different, so appealing?(2004). © Tate, London 2012.=19

1.5. Photoshop montage(after Richard Hamilton). Courtesy of Lauren Pettitt.=21

1.6. Richard Hamilton, Just what is it that makes today's homes so different?(1992). © Tate, London 2012.=22

2.1. The History of Semiology', from the International Herald Tribune, October 12-13(1974).=27

2.2. 'An Ecology of Images'. Courtesy of Sunil Manghani.=35

2.3. An Ecology of Images : X-ray. Courtesy of Alex Greenshaw and Laura Thompson.=38

2.4. An Ecology of Images : London Underground Map. Courtesy of Simon Crowley and Matthew Selway.=40

2.5. 'The Family of Images', diagram from W.J.T. Mitchell's Iconology : Image, Text, Ideology(1987, p.10). Courtesy of the University of Chicago Press.=42

2.6. 'Mental Images', diagram from W.J.T .Mitchell's Iconology : Image, Text, Ideology(1987, p.16). Courtesy of the University of Chicago Press.=44

2.7. Edward C. Leavitt, Still Life of Grapes(1870). Courtesy of Post Road Gallery, Larchmont NY. Photo : David Bahssin.=46

2.8a. Photograph of Yves St Laurent from the Daily Herald. Courtesy of the Science & Society Picture Library.=51

2.8b. Reverse of photograph of Yves St Laurent from the Daily Herald. Courtesy of the Science & Society Picture Library.=51

2.9. Guardian, Saturday 11 July 2009, pp.26-27. Text : 'Confessions of a tabloid hack', Wensley Clarkson. © Guardian News & Media Ltd, 2009. Photograph : Brendan Beirne.=52

2.10. Vincent van Gogh(1853-1890), De Aardappeleters [The Potato Eaters](1885), Van Gogh Museum, Amsterdam.=54

3.1. Nicolas Poussin, The Adoration of the Golden Calf(1633-1634) © National Gallery, London.=64

3.2. Marcus Harvey, Myra(1995). © Marcus Harvey and White Cube. Photo : Stephen White. Courtesy of White Cube. All Rights Reserved, DACS 2012.=66

3.3a. Analogue clock © roccomontoya/istockphoto.=74

3.3b. Digital clock © roccomontoya/istockphoto.=74

3.4. Salvador Dali, The Persistence of Memory(1931) © Salvador Dali, Funació Gala Salvador Dali, DACS 2012.=75

3.5. Pictures as 'received' and text as 'perceived' © Scott McCloud, Understanding Comics : The Invisible Art, New York : HarperPerennial(1994) p.49.=77

3.6. René Magritte, Les trahison des images(1928-1929) © ADAGP, Paris and DACS, London 2012.=78

3.7. © Scott McCloud, Understanding Comics : The Invisible Art, New York : HarperPerennial(1994) p.153.=81

3.8. © Scott McCloud, Understanding Comics : The Invisible Art, New York : HarperPerennial(1994) p.154.=82

3.9. © Scott McCloud, Understanding Comics : The Invisible Art, New York : HarperPerennial(1994) p.1 55.=83

3.10a. Alice passing through the looking glass. Illustration by John Tenniel in Lewis Carroll, Through the Looking Glass and What Alice Found There(London : Macmillan, 1865).=89

3.10b. Alice passing through the looking glass. Illustration by John Tenniel in Lewis Carroll, Through the Looking Glass and What Alice Found There(London : Macmillan, 1865).=90

3.11. Alice's giant hand over the White Rabbit. Illustration by John Tenniel in Lewis Carroll, Alice's Adventures in Wonderland(London : Macmillan, 1865).=91

3.12a. Alice and the Cheshire Cat. Illustration by John Tenniel in Lewis Carroll, Alice's Adventures in Wonderland(London : Macmillan, 1865).=93

3.12b. The Cheshire Cat. Illustration by John Tenniel in Lewis Carroll, Alice's Adventures in Wonderland(London : Macmillan, 1865).=95

3.13a. Reproduction of a detail from a photoetching of a Rembrandt print, as reproduced from James Elkins' Visual Practices Across the University(2007, p.25).=96

3.13b. Reproduction of a detail from a photoetching of a Rembrandt print, as reproduced from James Elkins' Visual Practices Across the University(2007, p.26).=96

3.13c. Reproduction of a detail from a photoetching of a Rembrandt print, as reproduced from James Elkins' Visual Practices Across the University(2007, p.26).=97

3.13d. Reproductions of a detail from a photoetching of a Rembrandt print, as reproduced from James Elkins' Visual Practices Across the University(2007, p.27).=97

4.1. Paul Klee, line diagram from Pedagogical Sketchbook(1973). Courtesy of Hattula Moholy-Nagy.=104

4.2. Paul Klee, line diagram from Pedagogical Sketchbook(1973). Courtesy of Hattula Moholy-Nagy.=104

4.3. Paul Klee, line diagram from Pedagogical Sketchbook(1973). Courtesy of Hattula Moholy-Nagy.=104

4.4. Paul Klee, line diagram from Pedagogical Sketchbook(1973). Courtesy of Hattula Moholy-Nagy.=104

4.5. Paul Klee, line diagram from Pedagogical Sketchbook(1973). Courtesy of Hattula Moholy-Nagy.=105

4.6. Paul Klee, line diagram from Pedagogical Sketchbook(1973). Courtesy of Hattula Moholy-Nagy.=105

4.7. Photograph of the motif for Paul Cézanne's Jas de Bouffan(1885-1887), from Erle Loran's(1947) Cézanne's Composition : Analysis of His Form with Diagrams and Photographs of His Motifs, Second Edition. Berkeley : University of California Press.=106

4.8. Paul Cézanne, Jas de Bouffan(1885-1887) © Narodni Galerie, Prague, Czech Republic/Giraudon/The Bridgeman Art Library.=106

4.9. Diagram I, from Erle Loran's(1947) Cézanne's Composition : Analysis of His Form with Diagrams and Photographs of His Motifs, Second Edition. Berkeley : University of California Press.=107

4.10. Diagram II, from Erle Loran's(1947) Cézanne's Composition : Analysis of His Form with Diagrams and Photographs of His Motifs, Second Edition. Berkeley : University of California Press.=107

4.11. Willem de Kooning, Excavation, 1950 © The Willem de Kooning Foundation/ARS, New York and DACS, London 2012.=112

4.12. Jackson Pollock, Greyed Rainbow, 1953 © The Pollock-Krasner Foundation/ARS, New York and DACS, London 2012. Photography © The Art Institute of Chicago.=113

4.13. Cy Twombly, The First Part of the Return from Parnassus, 1961 © The Art Institute of Chicago.=114

4.14. Fra Angelico, The Annunciation, c.1440-1441. Fresco. Florence, Monastery of San Marco.=117

4.15. Paul Klee, Haupweg und Nebenwege(1929). Courtesy of VG Bild Kunst.=120

4.16. Rembrandt van Rijn, One of the Magi Adoring the Infant Jesus, c.1635.=122

4.17. Michelangelo, Christ on Cross. Supplied by the Royal Collection Trust/ © HM Queen Elizabeth II 2012.=124

5.1. Nazi Book Burning, Opernplatz, Berlin, 11 May 1933. Courtesy of the Imperial War Museum.=129

5.2. The Americans by Robert Frank. Published by Steidl/www.steidl.com.=132

5.3. Installation view of the exhibition 'The Family of Man', on view January 24-May 8,1955 at The Museum of Modern Art. Gelatin silver print. Photographic Archive, The Museum of Modern Art Archives, New York. Photo by Rolf Petersen. © 2012 The Museum of Modern Art, New York.=135

5.4. John Heartfield, 'Der Sinn des Hitlergrusses : Kleiner Mann bittet um große Gaben. Motto : Millionen stehen hinter mir!' [The Meaning Behind the Hitler Salute : Little Man Asks for Big Donations. Motto : Millions Stand Behind Me!], 1932. Courtesy of the David King Collection © The Heartfield Community of Heirs/VG Bild Kunst, Bonn and DACS, London 2012.=136

5.5. Peter Kennard and Cat Phillipps, 'Photo Op', 2005 © kennardphillipps.=137

5.6. Richard Hamilton, Shock and Awe, 2007-2008 © Estate of Richard Hamilton. All Rights Reserved, DACS 2012.=138

5.7. Banksy, 'Maid' graffiti, London, 2006.=139

5.8. Arrow diagram, from Berger, John(1997) 'Ways of Remembering' in Jessica Evans(ed.) The Camerawork Essays : Context and Meaning in Photography. London : Rivers Oram Press, p.46.=140

5.9. Radial diagram, from Berger, John(1997) 'Ways of Remembering' in Jessica Evans(ed.) The Camerawork Essays : Context and Meaning in Photography. London : Rivers Oram Press, p.46.=140

5.10. 'Old woman in market, Greece'. By kind permission of Jean Mohr.=142

5.11. Madonna by Perugino.=142

5.12. 'Wall above bed in Barracks, Switzerland'. By kind permission of Jean Mohr.=142

5.13. 'Peasant girl working in field'. By kind permission of Jean Mohr.=143

5.14. The Stock, from Roland Barthes' Camera Lucida(1981, p.104).=146

5.15. Jo Spence, from 'The Picture of Health?'(1982) © Jo Spence. Courtesy of Museu d'Art Contemporani de Barcelona.=148

5.16. Kodak Film. © Todd Siechen, RealEyz Imaging.=150

5.17. Varying effects of pixilation. William J. Mitchell, The Reconfigured Eye : Visual Truth in the Post-Photographic Era, Photograph p.68 © 1992 Massachusetts Institute of Technology by permission of the MIT Press.=153

6.1. Mona Lisa(c.1503-1519), Louvre Museum, Paris, France. Courtesy of Getty/Wire Image. Photograph : Barry King.=161

6.2. Marcel Duchamp, L.H.O.O.Q.(1919) © White Images/Scala, Florence/ADAGP, Paris/DACS, London 2012.=162

6.3. Book of the Dead of Ani, Sheet 35, Egypt, 19th Dynasty © The Trustees of the British Museum.=166

6.4. Ascent of the Prophet Mohammed © The British Library Board.=167

6.5. Illustration from Dürer's 'Four Books on Measurement' published in 1525(woodcut). Courtesy of Bridgeman Art Library.=168

6.6. Joseph Mallord William Turner, Sunrise with Sea Monsters(c.1845). © Tate London 2012.=169

6.7. Giotto di Bondone, Scenes from the Life of Saint Francis : Death of the Knight of Celano(detail). Assisi, Church of San Francisco © 2012 Photo Scala, Florence.=170

6.8. Rudolf IV Emperor of Austria and Tyrol(detail), c.1365. Courtesy of Bridgeman Art Library.=170

6.9. Masolino, Healing of the Lame Man and Raising of Tabitha(detail), Florence Santa Maria del Carmine. Photo © Scala, Florence 2012.=171

6.10. Robert Campin, A Man(detail), c.1430. © National Gallery, London.=171

6.11. Annotated film still from Mullholland Drive(Dir. David Lynch, 2001).=175

6.12. Conservative Party election poster, 1978/1979. © Getty/Hulton Archive. Courtesy of The Conservative Party Archive.=177

6.13. Conservative Party election poster, 1978/1979. © Getty/Hulton Archive. Courtesy of The Conservative Party Archive.=178

6.14. Saul Steinberg, Untitled, 1964. Ink on paper, 20 x 15in. Private Collection © The Saul Steinberg Foundation/Artists Rights Society(ARS)NY.=182

6.15. Alain, Egyptian Life Class. Courtesy of the Brustlein Estate.=183

6.16. Joesph Jastrow, The Duck-Rabbit.=184

6.17. Diego Velázquez, Las Meninas or The Family of Philip IV(c.1656). Courtesy of Bridgeman Art Library.=185

7.1. Rembrandt van Rijn, The Anatomy Lesson of Dr. Nicolaes Tulp, 1632. Courtesy of Bridgeman Art Library.=189

7.2a. Galileo, wash drawings of the moon, 1609 © Getty/Gammo-Rapho. Photograph : Eric Vandeville.=190

7.2b. Galileo, map of the moon, illustration from Sidereus Nuncius, 1610. Courtesy of Bridgeman Art Library.=191

7.3. Felice Frankel, Block copolymer 2, detail of time series. With kind permission of Felice Frankel.=194

7.4. Ophthalmogram. Courtesy of Sunil Manghani.=196

7.5. Schematic of the human eye.=196

7.6. Ripple diagram. Courtesy of Donald D. Hoffman.=199

7.7. The route from the retina to the brain, known as the optic pathway. Reproduced with permission from Semir Zeki.=201

7.8. Cartoon of an electron microscope, signed by Cecil Hall("CEH") and inscribed "EMSA Phila. 1951". Courtesy of the Microscopy Society of America.=206

7.9. Magnetic Resonance Imaging read-out. Courtesy of Alain Pitiot.=208

7.10. Quantum Corral Wave. Image originally created by IBM Corporation.=210

7.11a. Silicon atoms. Courtesy of the Nanoscience Group, University of Nottingham.=212

7.11b. Data pertaining to silicon atoms. Courtesy of the Nanoscience Group, University of Nottingham.=212

7.12. 15-foot bubble-chamber event. Photo by Reidar Hahn. Courtesy of Fermilab.=214

7.13. Bubble chamber image : D meson production and decay. © 1978 CERN.=215

7.14. Diagram : 'The divergent nature of the referent, from material existence to mental construction'. Courtesy of Luc Pauwels.=216

8.1. Ensõ, Zero and 'O'. Courtesy of Sunil Manghani.=219

8.2. Morrison's car park sign. Courtesy of Gunther Kress.=222

8.3. Imaginary Road Signs, from Judith Wilde and Richard Wilde's Visual Literacy(1991, p.100).=224

8.4. Michel Etienne Turgot and Louis Bretez, Plan de Paris(Paris, 1739).=226

8.5. Space Debris. © NASA/Nicholas L. Johnson, Teledyne Brown Engineering, Colorado Springs, Colorado.=228

8.6. William Playfair, Chart Showing at One View The Price of the Quarter of Wheat and Wages of Labour by the Week, 1565-1821. From the Commercial and Political Atlas and Statistical Breviary.=233

8.7. Charles Jospeh Minard, Tableaux Graphiques et Cartes Figuratives de M. Minard, 1845-1869, Bibliothéque de L'École Nationale des Ponts et Chaussées, Paris, item 28(62 X 25 cm).=233

8.8. Life Cycle of Japanese beetle(L. Hugh Newman, Man and Insects, 1965, pp.104-105).=234

8.9. Florence Nightingale. Statistical chart invented by Florence Nightingale to show the predominance of disease as a cause of mortality in the British army during the Crimean War, April 1854 to March 1855 and April 1855 to March 1856(1858). Courtesy of Bridgeman Art Library.=234

8.10. The Boston Consulting Group Matrix.=237

8.11. Lie Factor formula, Edward R. Tufte.=240

8.12. Lie Factor formula, Edward R. Tufte.=241

8.13. Lie Factor formula, Edward R. Tufte.=241

8.14. Lie Factor formula, Edward R. Tufte.=241

8.15. Charles Darwin, First Notebook on Transmutation of Species(1837). Reproduced by kind permission the syndics of Cambridge University Library.=244

8.16. Sketchnotes © Craighton Berman.=245

8.17. Ideas to Visual Communication © Craighton Berman.=246

8.18. Listen, Synthesize, Visualize © Craighton Berman.=246

9.1. This is Tomorrow, Whitechapel Gallery, 2011. Display case containing sample of advertisements used for Richard Hamilton's Just what is it that makes today's homes so different, so appealing?(1956). Collection of John-Paul Stonard. Courtesy of Whitechapel Gallery. Photograph by Sunil Manghani.=251