Design Tech |pg. 107 Chapter – 11 THE TRIO IN VISUAL COMMUNICATION: APPEALS, SEMIOTICS AND ATTRIBUTION Ms. Bhumika Vijay Kherde *1 and Dr. Tejal Jani *2 *1 Research Scholar, *2 Research Guide, GLS School of Doctoral Research and Innovation, GLS University, Ahmedabad, Gujarat. *1 Assistant Professor, Department of Graphic Design, MIT Institute of Design, MIT ADT University, Loni- Kalbhor, Pune, Maharashtra. *2 Assistant Professor, Department of Bachelor Business Administration, GLS University, Ahmedabad, Gujarat. 1. Abstract: The tools to address the nuances of visual communication is approached using various methods and theories. The design of visual communication often in a broad prospect is a junction between “what is to be said” and “who is the receiver of the communication?”. It becomes the responsibility of communication designers to cater to all components that enable these extremes to ensure that the intended message is successfully received by a targeted group of people. The construct of this message involves visual clues often directed by cultural and contextual hints which prompt as references for the viewers and thus create a connect with a piece of communication. Since the role and reciprocation of the receivers or audience is the determinant of the success of the intended message, there are theories of visual appeals and semiotics that are scientific methods that put this aspect of the communication to light. Apart from these theories of communication design, psychology is a massive field within which lies the theory of Attribution. This theory deciphers the behaviors of individuals to interpret and assign causes to events, particularly concerning social behaviour. This chapter delves into considering the commonalities, differences and scope of relating these three theories side-by-side in order to draw conclusions for clarity in the creation of visual communication. 2. INTRODUCTION: As the recipient of visual communication decides the success and impact of the communication, visual designers study consumer’s or viewer’s perception. There exist some theories prevailing in parallel fields that are true to their existence with the context of their respective arena. However, many a times, we observe that there is a convergence between these independent fields; yet many aspects of each individual field contributes,