Lesson 14 Visual Information

and Media
Visual media are sources of information in the form of visual representations. These can be abstractions,
analogs, rough illustrations, or digital reproductions of the objects. Visual message design is a symbol with
meaning.

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

In the previous lesson, you have learned that text is very powerful as well in disseminating information,
providing direction, and giving suggestions. As a producer of text media and information, you need to
review the media and information design framework: target audience, author or sender, key content,
purpose, form/style, and format. You also knew how to evaluate the reliability and validity of text
information and media and their source using selection criteria.

Visual media and information materials, programs, applications and like the teachers and students use to
formulate new information to aid learning through the use, analysis, evaluation, and production of visual
images.

Types of Visual Media

Common Visual Media File Types

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 colors 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.

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 Design Elements

The building blocks or basic units in the construction of a visual image. Below are the elements of design:
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. Value can be used with color as well as black and white. Contrast is the extreme
changes between values.

d. Texture - the way a surface feels or is perceived to feel. Texture can be added to attract or repel interest
in a visual element. Visual texture is the illusion of the surface’s 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 may be warm, cool, or neutral. It plays a major role in
our visual perception, as it influences our reactions to the world around us. It is therefore important to
create color palettes that evoke the appropriate audience reactions. Color has three properties.

f. Form - a figure having volume and thickness. An illusion of a 3-dimensional object can be implied with
the use of light and shading. The form can be viewed from many angles.

Design Principles and Elements

The elements and principles of design are the building blocks used to create a work of art. The elements of
design can be thought of as the things that make up a painting, drawing, design, etc. Good or bad - all
paintings will contain most of if not all, the seven elements of design. The principles of design can be
thought of as what we do to the elements of design. How we apply the principles of design determines
how successful we are in creating a work of art.

Visual Design Principles

Below are the guiding principles in visual designs:

1. Consistency of margins, typeface, typestyle, and colors is necessary, especially in slide presentations or
documents that are more than one page.

2. Center of interest is 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 the contrast of values,
more colors, and placement in the format.

3. 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.

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 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. Directional movement can be
created with a value pattern. It is with the placement of dark and light areas that you can move your
attention through the format.

7. 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.

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.