11

MEDIA AND
INFORMATION LITERACY
Quarter 4 – LAS 5:
Visual Information and Media

Sources: https://tinyurl.com/b7nrhca4
Media and Information Literacy – Grade 11
Quarter 4 – LAS5: Visual and Information Media

Republic Act 8293, section 176 states that: No copyright shall subsist in any
work of the Government of the Philippines. However, prior approval of the
government agency or office wherein the work is created shall be necessary for
exploitation of such work for profit. Such agency or office may, among other things,
impose as a condition the payment of royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand

names, trademarks, etc.) included in this book are owned by their respective
copyright holders. Every effort has been exerted to locate and seek permission to use
these materials from their respective copyright owners. The publisher and authors do
not represent nor claim ownership over them.

Regional Director: Gilbert T. Sadsad

Assistant Regional Director: Jessie L. Amin

Development Team of the Module

Writers: Mylene B. Magana

Editors: Gina P. De Velez – Teacher III
Reviewers: Dr. Nixon SA Olfindo – EPS, Darcy Guy Maňebo - EPS
Illustrator: Mylene B. Magana
Layout Artist: Mylene B. Magana
 LEARNING ACTIVITY SHEET 5

Name of Student: ____________________________________________________________

Learning Area – Grade Level: ________________________________________________

Date: ______________________________________________________________________

I. INTRODUCTORY CONCEPT
Media and other information providers play a central role in information and
communication processes. Nowadays, media become the common outlet of self-expression
and creativity. Its huge influence spreads speedily across the globe. The connection
between technological advances and people’s connectivity created a huge impact to the
lives of today’s generation.
II. LEARNING SKILLS FROM THE MELCs
Describe the different dimensions of visual information and media.(MIL-11/12VIM-
IVc-7)
Comprehend how visual information and media is/are formally and informally
produced, organized and disseminated (MIL11/12-VIM-IVc-8)
a) Identify the different types of visual content;
b) Describe the purposes of visual media and information; and
c) Analyze the design principles and elements used in a given visual media

Text in media plays a vital role in sending effective message. There are different
types of typeface which vary according to their uses. Proper use of font/font type helps
create right message.
Furthermore, effective text message can be coupled with the use of images,
pictures, objects and illustrations. Hence, visual media and information will be introduced to
you.

VISUAL MEDIA
Visual media and information refers to materials, programs, applications and the like that
teachers and students use to formulate new information to aid learning through the use,
analysis, evaluation and production of visual images. There are different types of visual
media – photography, video, screen shots, infographics, data visualization (charts and
graphs), comic strips/cartoons, memes, visual note-taking, etc. Visual media are either
formally or informally produced. Visual media produced by formal organizations such as
schools, government, and established media/publishing outfits are considered formally
produced. Other visual media are considered informally produced. Its primary purpose is to
gain attention, create meaning, and facilitate retention. Visual media is consisting of visual

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design elements. A visual design element refers to the building blocks or basic units in the
construction of a visual image. The Design Elements are:
a. LINE Describes a shape or outline. It can create texture and can be thick
or thin. Lines may be actual, implied, vertical, horizontal, diagonal,
or contour lines.
b. SHAPE Usually a geometric area that stands out from the space next to or
around it, or because of differences in value, color, or texture.
Shape may also be organic.
c. VALUE The degree of light and dark in a design. It is the contrast between
black and white and all the tones in between.
d. TEXTURE The way a surface feels or is perceived to feel. Texture can be
added to attract or repel interest to a visual element. Visual texture
is the illusion of the surfaces peaks and valleys, resulting in a
feeling of smoothness or roughness in objects.
e. COLOR Determined by its hue (name of color), intensity (purity of the hue),
and value (lightness or darkness of hue).
Color and color combination can play a large role in the design.
Color may be used for emphasis, or may elicit emotions from
viewers. Color maybe warm, cool, or neutral.
Color combination also plays a major role in creating aesthetic
appeal.
Essential Colour Guide for Designers: Understanding Colour Theory
presented the following:
The Colour Wheel
The colour wheel – or colour circle – is a basic but completely
essential tool for combining colours and is designed in such a way
that virtually any colours you pick from it will look beautiful together.
Primary, Secondary & Tertiary Colours
In traditional colour theory, primary colours are the three pigment
colours – red, yellow and blue – that can be mixed together to form
any combination of other colours. Which means all other colours are
derived from these three hues? Green, orange and purple make up
the secondary colours – formed by mixing the primary. While tertiary
colours are created by combining primary and secondary colours,
for example yellow-orange, redorange, red-purple, blue-purple,
blue-green and yellowgreen. And because you mix primary and
secondary colours, that's why tertiary colours get their two word
names.
Warm colours – red, orange, yellow and variations of these three
colours – are vibrant and full of energy.
Cool colours – green, blue and violet – offer calm and Tranquillity,
and they're often more subdued than warm colours. White, black

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 and grey – on the other hand – are considered to be neutral. Tints,
Shades and Tones Simply put – tints, shades and tones are basic
colour concepts where you can either: make a colour lighter by
adding white – the resulting colour is a tint; make a colour darker by
adding black – the darker version is known as a shade; add grey to
create a completely different tone.
Colour Harmony
1. Complementary- Complementary colours are those that lie
opposite each other on the colour wheel. Red and green are
complementary colours, as are red-purple and yellowgreen. These
high contrast combinations create a vibrant look and must be
handled with care. They're certainly tricky to use in large doses, but
can be very effective for making certain elements standout.
2. Analogous-Analogous colours lie next to each other on the colour
wheel. They typically combine beautifully and create appealing
schemes for your designs. In fact, analogous are often found in
nature and are always harmonious and pleasing on the eye. Just
make sure you have enough contrast in your chosen analogous
scheme, i.e. use one dominant colour, the second as a support and
the third as an accent.
3. Triad-Triadic colours are those that are evenly spaced out around
the colour wheel, as though you're looking at an equilateral triangle.
These colour combinations tend to be quite vibrant, even if you opt
for paler versions of your hues. Similar to analogous, it's important
to achieve harmony and balance between the three colours that you
choose – so one dominant, while the other two should be accents.
4. Split-Complementary-A variation of the complementary colour
scheme, the split-complementary technique takes a base colour and
then uses the two adjacent colours as its complement. Again, this
scheme delivers high contrast combinations but they're not
considered to be as harsh.
5. Rectangle-With the rectangle, or tetradic colour scheme – you'll
use four colours arranged into two complementary pairs, creating
rich and beautiful combinations. Just make sure you let one colour
be dominant. And pay close attention to the balance between warm
and cool colours for your designs.
6. Square-The square colour scheme is similar to the rectangle,
however this time, you've got all four colours evenly spaced around
the colour wheel. Just like the rectangle scheme, you've got to allow
one colour to play the dominant role. And watch out for the harmony
between warm and cool colours.
f. FORM A figure having volume and thickness. An illusion of a 3-dimensional

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 object can be implied with the use of light and shading. Form can be
viewed from many angles.
In addition, visual design principles are also of equal importance in portraying an
effective message. The principles include consistency of design, balance, harmony,
contrast, rhythm, perspective and center of interest.

Visual Design Principles are:

CONSISTENCY Consistency of margins, typeface, type style, and colors is
necessary, especially in slide presentations or documents
that are more than one page.
CENTER OF INTEREST an area that first attracts attention in a composition. This
area is more important when compared to the other objects
or elements in a composition. This can be by contrast of
values, more colors, and placement in the format.
BALANCE a feeling of visual equality in shape, form, value, color, etc.
Balance can be symmetrical and evenly balanced, or
asymmetrical and unevenly balanced. Objects, values,
colors, textures, shapes, forms, etc. can be used in
creating balance in a composition.
HARMONY brings together a composition with similar units.
CONTRAST offers some change in value creating a visual discord in a
composition. Contrast shows the difference between
shapes and can be used as a background to bring objects
out and forward in a design. It can also be used to create
an area of emphasis
DIRECTIONAL MOVEMENT a visual flow through the composition. It can be the
suggestion of motion in a design as you move from object
to object by way of placement and position.
RHYTHM a movement in which some elements recur regularly. Like a
dance, it will have a flow of objects that will seem to be like
the beat of music.
PERSPECTIVE Created through the arrangement of objects in two
dimensional spaces to look like they appear in real life.
Perspective is a learned meaning of the relationship
between different objects seen in space.

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 Study the images below of visual design principles and elements.

Image source: https://www.pinterest.ph/amp/pin/355995545514827800/

As technology improved, images presented on phones, PC, tablets even in

magazines have high quality imagery. With this, being aware that there are a multitude of
file formats for images will be of help.

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 Common Visual Media File Types

Source: https://makeawebsitehub.com/image-formats-mega-cheat-sheets/

III. ACTIVITIES
Activity 1. Create an infographic that discusses the importance of being a media
literate individual. Make use at least three elements and three principles of visual
design. Be creative.

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Activity 2. Analyze the infographic below then answer the following questions
briefly.

Source: https://www.demandgenreport.com/industry-topics/rich-media/2906-the-power-of-visual-content-infographic

1. What element of visual media is used in the infographic?

2. How visual design principles help in conveying the message in this illustration?
3. How is this visual media disseminated to people?
IV. EVALUATION.
Instruction. Identify the concept presented on each number.
________________1. It is the contrast between black and white and all the tones in
between in a design.
________________2. Refers to the building blocks or basic units in the construction of a
visual image.
________________3. Is the illusion of the surfaces peaks and valleys, resulting in a feeling
of smoothness or roughness in objects.
________________4. Materials, programs, applications and the like which are used to
formulate new information to aid learning through the use, analysis, evaluation and
production of visual images.
________________5. The area which is more important when compared to the other
objects or elements in a composition.

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Eco Athletic Field, F. Pimentel Ave., Daet, Camarines Norte 4600
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V. RUBRIC FOR SCORING (if necessary)

VI. ANSWER KEY

Activity 1. Answers may vary.
Activity 2. Answers may vary.

VII. REFERENCES
Commission on higher Education, 2016. Teaching Guide for Senior High
School MEDIA AND INFORMATION LITERACY CORE SUBJECT.
Essential Colour Guide for Designers: Understanding Colour Theory1st September
2015 in Resources / Learning. Retrieved from
https://www.creativeboom.com/resources/essential-colour-guide-fordesigners-
understanding-colour-theory/Media and Information Literacy Curriculum Guide by
DepEd

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Eco Athletic Field, F. Pimentel Ave., Daet, Camarines Norte 4600
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