VISUAL INFORMATION

AND MEDIA
LESSON 13
 VISUAL INFORMATION
•VISUAL – something to look at
such as picture, chart, or film, to
make something more appealing
and easier to understand.
 SOURCES OF VISUAL
MATERIALS
• Original Art – artworks that function as
sources apart from being on display
because of their significant values.
• Examples: Paintings, drawings,
watercolors, graphic art, prints, sculpture,
and architectural drawings.
 SOURCES OF VISUAL
MATERIALS
•Photographs– actual
representations of important
events or happenings that are
documented.
 SOURCES OF VISUAL
MATERIALS
• Prints– artworks that are intentionally created
for the purpose of sending information.
• Examples: graphic arts, engravings,
woodcuts, posters, trade cards, computer-
generated graphics and book illustrations.
 SOURCES OF VISUAL
MATERIALS
•Moving Images– this is a new
format that brings back the rich
sources of documentaries and
newsreels in the past that are gone
due to some reasons.
 ADVANTAGES AND
DISADVANTAGES
• ADVANTAGES:
1. Effective for illiterate receiver
2. Helps in oral communication
3. Easy explanation
4. Simple presentation
5. Prevents wastage of time
6. Helps in quick decision
7. Popular
 ADVANTAGES AND
DISADVANTAGES
• DISADVANTAGES:
1. Costly
2. Complex presentation
3. Incomplete method
4. Wastage of time
5. Difficult to understand
6. Problem for general reader
 VISUAL MESSAGE DESIGN
•The design for visual message
basically focuses on the
considerations of using visual
elements in accordance to the needs
of the target audience.
 VISUAL MESSAGE DESIGN
• Culture – know the cultural background of the
desire audience to know their practices and customs
• Educational Ability – be aware of the scope of
audience’s knowledge
• Language of the Audience – actual languages that
the audience knows, or the limitations of their
vocabulary.
 SELECTION CRITERIA
• Catchy – high potential in grabbing attention because of its fancy
and colorful nature.
• Concise – being simple, presenting everything important in a
simple approach.
• Comprehensive – ensure that all necessary information are
included in the presentation
• Convincing – visuals have to be persuasive. It should not just
grab attention, but sustain the attention by making the audience
believe in the visual materials without being in doubt.
 DESIGN ELEMENTS
• These are the building blocks of
visual design.
•These are the components responsible
for image creation, which may also
function as indicators of the message.
 DESIGN ELEMENTS
•Point – responsible for emphasizing
key ideas. This may be included as a
highlight where audience pay
attention to
 DESIGN ELEMENTS
•Shapes – lines that enclose areas. It is
commonly used in representing ideas
because of the boundaries it can provide.
Some shapes can best replace an object
that might be too complex to represent.
 DESIGN ELEMENTS
•Lines – lines can be straight, bent,
and irregular. Therefore, this element
can suggest motion.
 DESIGN ELEMENTS
•Value – used in order to apply
appropriate lighting to the subject.
This is necessary in order to put
depth and sense to the idea.
 DESIGN ELEMENTS
•Texture – texture exhibits illusion of
touch by showing softness and
roughness of surface. This can also
show depth and perspective of
objects.
 DESIGN ELEMENTS
•Color – colors are seen because of
the light that reaches objects, which
are seen by the human eye. Without
light, colors cannot exist.
 DESIGN PRINCIPLES
•Principles are important because they
function as standards in using the
elements properly.
 DESIGN PRINCIPLES
•Balance – also called as the
“equilibrium,” which is observed in
keeping the location and arrangement of
elements in order. This is important
because it communicates equality among
all the visual elements present.
 DESIGN PRINCIPLES
•Perspective – it is used in order to
make elements in two-dimensional
perspective appear as if they are real.
This can be achieved by using
angular shifts.
 DESIGN PRINCIPLES
•Harmony – focuses on how all visual
elements are held together. Meaning, all
elements should have a common
denominator to justify the reason why
they exist in the first place.
 DESIGN PRINCIPLES
• Unity – emphasizes “oneness” of all visual elements.
• In order to achieve this principle, there are things
that can be done:
1. Use of same colors, shapes, sizes – in order to
communicate similar levels of ideas
2. Use of organized shifting of elements – to imply
hierarchy, or differences of ideas.
 DESIGN PRINCIPLES
•Movement – there are images that
suggest movements. The diagonal
patterns exhibit action. Movements
have to be shown clearly in every
graphic choice made by the presenter.
 DESIGN PRINCIPLES
•Variety – this principle opposes the
idea of harmony and unity. It
suggests that there could be
variations of elements in terms of
placement or representations.