Republic of the Philippines

Department of Education
Region I
Schools Division Office I Pangasinan
BAYAMBANG NATIONAL HIGH SCHOOL
SENIOR HIGH SCHOOL
Bayambang, Pangasinan

LESSON QUARTER

14 Visual Information and Media 2

INTRODUCTION

When you hear the word "pizza," I bet you drool and start to crave for it, right? But why do you drool
and crave? It is because you take a mental picture of it. When we see the image through our eyes, we
base our visualizations on that image, and we start describing and adding details to it. Visual media are
sources of information in the form of visual representations. These can be abstractions, analogues, rough
illustrations, or digital reproductions of the objects. Visual message design is a symbol with meaning.

In this lesson the learners are expected to understands the similarities and differences of the
different types of visual media and information and gain comprehensive knowledge how to analyze,
design, develop, implement (utilize) and evaluate them.

YOUR TARGETS

Learning Competencies
Describe the different dimensions of visual information and media.

Learning Objectives:
At the end of the lesson, the student should be able to:
1. Describe the different dimensions of visual information and media;
2. Comprehend how visual information and media is/are formally and informally produced, organized,
and disseminated; and
3. Produce a creative visual-based presentation using design principles and elements.
.

DO THIS
Direction: Write a story based on the images given?. You are not allowed to talk to your classmates.
Write your answers in one whole sheet of pad paper.

1. What is your story all about?

2. What do you think are the characteristics of the main character?
3. What is the background of the main character? How did you know it?

Source: Media and Information Literacy Study Guide by Quipper

LESSON PROPER

I. What are Visual information and media?

Learning Guide in Media and Information Literacy Lesson #14 Page 1 of 5

Visual information and media are 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.

Visual Media refers to all possible media technologies to reach a large number of audiences.
Examples of Visual Media are videos, photography, infographics, comic strips, memes, screenshots, data
visualization (charts and graphs), and visual note-taking.

Visual Information is the source of data or information represented visually. It also refers to the artistic
or creative interpretation or representation of a concept, idea, or emotion using the different types of
media.

Formally and informally produced visual media

▪ 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.

Purpose of visual information

The primary purpose of visual information is to gain attention, create meaning, and facilitate retention.

Visual information is created by the following:

1. Painter is a person who produces a work of art using lines, shapes, and colors. Paint is used as
medium. Painters are considered as artists because their field of work is artistic in nature.

2. Graphic Artist or Designer - This visual artist sets illustrations, charts, images, and tables on drafts.
They also use electronic media for artworks and designs. Professional graphic artists can also create
and layout brochures, pamphlets, and other advertising materials.

3. Photographer - The primary job of photographers is to capture images using a camera. They can be
classified as amateur or professional. They use themes to take the best shot of their subject.

4. Sculptor - creates a masterpiece using clay, wood, marble, or even ice.

Dimensions of Visual Information

Visual information utilizes various appeals and mediums to different spectators. The artists of these
visuals decide on how the viewer sees or interprets the conveyed message. Several types of visual media
include:

1. Painting is the creation of aesthetic qualities in a two-dimensional visual language to express ideas
and emotions. It uses flat medium such as canvas boards and painting materials. Examples of paintings
are:

a. Portrait - uses human as subject of a work of art. Example: Portrait of Mona Lisa painted by
Leonardo da Vinci in 1503.
b. Landscape - depicts an outdoor scenario. Painters use nature as theme for landscapes.
Example: Landscape painting of a forest.
c. Still Life - is the depiction of inanimate objects with qualities such as form, color, texture, and
composition. Example: Still Life Painting
d. Icon - refers to paintings which proliferated during the Byzantine Empire. It uses religious entities
as its subject. Example: Mother Of God Painting

2. Photo/Image is a visual representation taken using a camera. It tells a story which lets people feel
emotions by mere perception. It is also used to record past events. It comes in many types, which are:
a. Personal Photo g. Wedding Photo
b. Family Photo h. Travel Photo
c. Photojournalism i. Panoramic Photo
d. Yearbook or graduation photo j. Religious Photo
e. Nature and Wildlife Photo

Learning Guide in Media and Information Literacy Lesson #14 Page 2 of 5

f. Fashion or Beauty Photo

3. Sculpture is a three-dimensional work of art which uses metal, clay, wood, or ice as medium. It
depicts a replica of a subject, human, nature, or inanimate object. Example:The Thinker by Auguste Rodin
(1880)

4. Cartoon or Comic Strip contains sequential arrangement which shows illustrations or drawings. It is
usually seen in newspapers or official comic books.

5. Graph and Chart is a diagrammatic representation of a given set of data. It shows variables or
numerical figures indicating a trend or phenomenon. A chart is a graphical illustration of data which
uses symbols such as bars, lines, pictures, or numbers. It can be a table, graph, or a diagram.

6. Billboards and Posters refers to a large outdoor board which contains text information and images
with designs used as a form of an advertisement. A poster is a smaller version of a billboard.

Common Visual Media File Types

1. JPEG (also known as JPG), file types ending in .jpg

JPEG stands for Joint Photographic Experts Group, which created this standard for this type of image
formatting. JPEG files are images that have been compressed to store a lot of information in a small-size
file. Most digital cameras store photos in JPEG format, because then you can take more photos on one
camera card than you can with other formats.

2. TIFF (also known as TIF), file types ending in .tif

TIFF stands for Tagged Image File Format. TIFF images create very large file sizes. TIFF images are
uncompressed and thus contain a lot of detailed image data (which is why the files are so big) TIFFs are
also extremely flexible in terms of color (they can be grayscale, or CMYK for print, or RGB for web) and
content (layers, image tags).

3. GIF, file types ending in .gif

GIF stands for Graphic Interchange Format. This format compresses images but, as different from JPEG,
the compression is lossless (no detail is lost in the compression, but the file can’t be made as small as a
JPEG). GIFs also have an extremely limited color range suitable for the web but not for printing. This
format is never used for photography, because of the limited number of colors. GIFs can also be used for
animations.

4. PNG, file types ending in .png

PNG stands for Portable Network Graphics. It was created as an open format to replace GIF, because
the patent for GIF was owned by one company and nobody else wanted to pay licensing fees. It also
allows for a full range of color and better compression. It’s used almost exclusively for web images, never
for print images. For photographs, PNG is not as good as JPEG, because it creates a larger file. But for
images with some text, or line art, it’s better, because the images look less “bitmappy.”

5. BMP. Short for "Bitmap." It can be pronounced as "bump," "B-M-P," or simply a "bitmap image." The
BMP format is a commonly used raster graphic format for saving image files. It was introduced on the
Windows platform, but is now recognized by many programs on both Macs and PCs.

II. Elements of Design of Visual Information

The elements and principles of design are the building blocks used to create a work of art. Fully identifying
the basic elements of visual design is a vital part for amateurs, as these serve as the foundation of a
successful work in the end. This can be applied to any design (photography, industrial design, graphic,
or architecture). One should also consider the correct mix of these elements to make sure the design is
genuine, original, and unique.

Basic elements of visual design

1. Line describes a shape or outline. This element shows direction, motion, and orientation. This is
also used to divide space. Lines can be straight, diagonal, curved, crooked, dotted, broken, vertical, or
horizontal.

Learning Guide in Media and Information Literacy Lesson #14 Page 3 of 5

2. Shape is the result when lines meet. In the field of design, shapes can either be geometric
(square, triangle) or organic (snowflakes, turtle’s shell, sunflower).

3. Space is the distance between two subjects. It can either have two (length and width) or three
dimensions. Depth and volume are both present in all objects illustrated in a three-dimensional space.

4. Value is the degree of brightness of a design. It varies from light to dark. It is also the contrast
from white to black and all the tones between them.

5. Texture refers to the way things feel, or how the eye perceives as if they are touched. Texture can
either be tactile or implied. Tactile texture is when one actually feels the surface of an object and
he/she can easily determine what it is made of (feather, cotton, fur, etc). On the other hand, implied
texture is the way the eye perceive how the object feels; thus it might look smooth or rough. One can tell
it just by looking at it, but can’t actually touch it.

6. Color is 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. It plays a major
role in our visual perception, as it influences our reactions about the world around us. It is therefore
important to create color palettes that evoke the appropriate audience reactions. Color has three
properties.

7. Form is the three-dimensional version of shapes. One can measure its volume, depth, width,
length, and height. Forms can also be created by joining two or more shapes. It can be enhanced by
changing its texture and color.

III. Visual Design Principles

Each design has to follow certain guidelines to meet the standards of a well-done visual presentation

1. Margin consistency, colors, typeface, typestyle, and colors need to be observed accurately,
most especially when presenting slides and documents which exceed one page.
2. Center of interest is an area that first attracts attention in a composition (also known as the
attention-getter) 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.
3. Balance is the feeling of visual equality in shape, form, value, color, etc. Balance can be
symmetrical and evenly balanced, or asymmetrical and un-evenly balanced. Objects, values, colors,
textures, shapes, forms, etc. can be used in creating balance in a composition.
4. Harmony brings together a composition with similar units. If for example your composition was
using wavy lines and organic shapes, you would stay with those types of lines and not put in just one
geometric shape.
5. 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.
6. Directional Movement is the flow of the composition. It can suggest motion in a design as
you move from one object to another in terms of placement and position. Value pattern can be
associated with directional movement. The placement of dark and light areas can move your attention
through the format.
7. Rhythm is the 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.
8. Perspective is created through the arrangement of objects in two-dimensional space to look like
they appear in real life. Perspective is a learned meaning of the relationship between different objects
seen in space.

Information Graphics or Infographics - are graphic visual representations of Information, data or

knowledge intended to present information quickly and clearly.

WHAT I HAVE LEARNED?

✓ Visual Media refers to all possible media technologies to reach a large number of audiences while
Visual Information is the source of data or information represented visually.
✓ The different visual design elements are line, shape, space, value, texture, color and form.
✓ The different visual design principles are margin, consistency, and colors, center of interest,
balance, Harmony contrast, directional movement, rhythm, perspective.
Learning Guide in Media and Information Literacy Lesson #14 Page 4 of 5
 ✓ Visual Design Principles are consistency, center of interest, balance, harmony, contrast,
directional movement, rhythm and perspective.

PERFORMANCE TASK

Option #1

Direction: Illustrate a visual image that incorporates at least three elements and three principles of
design. Present the visual image in the class. As spectators, you should identify and describe at least 3
design elements and 3 design principles employed in your classmates’ presented output.

Option #2

Direction: Create a scrapbook or digital album showing your experiences during your Senior High School
days. It should contain pictures of yourself arranged in such a way that it tells your SHS story. It should
also show at least five types of photos
(personal, family, etc.)

SUMMARY
Visual information is a very powerful tool in influencing people, so use it wisely. Spreading false
information may result to confusion that is why looking for credible sources before claiming something as
factual is very important. Through the right use of design principles can give dramatic and realistic effects
to the visual presentation.

REFERENCES
Media and Information Literacy Curriculum Guide by DepEd
Media and Information Literacy by Boots C. Liquigan, Diwa Learning Systems Inc.
Media and Information Literacy Senior High School Alternative Delivery Mode by DepEd
Media and Information Literacy Study Guide by Quipper

Learning Guide in Media and Information Literacy Lesson #14 Page 5 of 5