Abstract

Several environmental conservationist groups and organizations use photographs as their main and most important element of public communication. Moreover, digital media has enhanced the reach, accelerated the times of production, and reduced the costs of this kind of communication, making them a key channel for the dissemination of content. Nevertheless, photographs are not enough to communicate properly all the information that these groups need to share. Visual design is commonly used to specify, complete, and contextualize information through visual identity, typography, illustrations, maps, infographics, and so on. In addition, written communication is highly considered by digital platforms and Social network sites. This paper delves into the relationship between photographs and visual design in the construction of visual messages through digital networks by conservationist groups in South America, and how they create meaning. For that reason, it analyses published images by three South American offices of the Wildlife Conservation Society on Instagram: Chile, Argentina, and Colombia, and compares them considering the complementary role of visual elements in the photographs and their repercussions in their meaning.