This paper draws attention to the 'language element' of graphic communication. It is argued that we need better tools for thinking about this and related matters; models are proposed which draw attention to general issues and aim to help break down barriers between different means of production. It is proposed that such general issues should be discussed at all levels of education because designers of graphic messages in the future are increasingly likely to be non-specialists. Finally, it is suggested that only in the light of a serious study of graphic language requirements will we be in a position to design satisfactory new systems and make good use of them.