Introduction Communication is one of the basic needs of the human beings. People have become the smart creatures after they created more or less system of signs understandable for all of them that were helpful for their communication. On the whole, communication, and language in particular, has made human beings substantially different from other species of animals on the Earth. Consequently, people are vitally dependant upon their language and ability to communicate. As far as language is concerned, it is necessary to state first of all that language is a complex system of various and numerous signs that have their own meanings. Sometimes, meanings of language signs coincide and can be differentiated only according to the context of the usage of this or that sign (Balas, 303). Moreover, each language sign has two meanings. One of these meanings is the form of the sign, while another one is the plot of the sign. These meanings are also called denotative and connotative meanings respectively. However, language is represented not only by verbal communication implementing these signs, but also by non-verbal or visual communication (Coleman, 17). So, the topic of this paper is visual communication in all its aspects, its meaning, use and importance for the existence of the mankind. There are three major theories of visual communication and this paper will focus on their proper analysis. Visual Communication To start with, visual communication is a phenomenon which is difficult to define in a uniform manner. However, the majority of scholars, including Balas (2003), Tremblay (2000) and many others, agree that visual communication in its pure form is found rather rarely (348). On the contrary, the synthesis of visual and linguistic, or verbal, communication can be observed in much larger number of cases. Even when a matter concerns trade or commerce where laconic character of formulations and saving of time and space are of paramount importance, pure visual communication of producers with the customers does not take place. It is usually combined with some linguistic means of influence, including various slogans, sayings and callings that are directed at making the customers interested. Thus, verbal communication in this sense serves as the completion and explanation of the message rendered by linguistic communicational means (Tremblay et al., 348). However, the rare cases of the purely visual communication can also be observed in use in the human society. For example, one of the cases where purely visual communication is implemented is the use of specific forms, shapes and colors of certain objects that do not bear any linguistically expressed messages and are pure forms and senses as they are. In other words, the colors that football teams wear are visual messages that bear the meaning of belonging of the person in this particular color to a certain team. Another example is the color choice of gangs that try to differ from others and manifest their presence in certain places by only displaying their colors in public and without any necessity to state their gang-relatedness explicitly by linguistic means (Coleman, 17). On the whole, examples of both cases, i. e. of purely visua