Visual Information and

Media
Lesson 13
Let’s Explore
1. How is visual information designed?
2. What skills should a person have to produce visual information?
3. What are the different dimensions of visual information?
4. What are the criteria used to assess visual information and media?
 When you asked to visualize something, what do you do? You probably take a
mental picture of the thing to be visualized. We base our visualization on how we
see the image through our eyes. To process visual information, we use our own
eyes to analyze an image or an object that we see.

What does visual information consist of? In general, visual information

includes things that we see such as photography, graphic arts, models, displays,
motion picture, video recording, and the like.
MAKING VISUAL INFORMATION
Visual information is the artistic or creative representation or interpretation
of an idea, concept, or emotion using different media. It is created by painters,
photographers, graphic artists or designers, and sculptors, among others.
MAKING VISUAL INFORMATION
1. Painter. A painter refers to a person who produces a work of art with colors, lines, and
shapes using paint as medium. A painter is also described as an artist because his work is
artistic in nature.
2. Photographer. Taking pictures or images using a camera is the photographer’s primary
job. A photographer can be classified as either an amateur or a professional. A professional
photographer uses his skills to deliver an image that would best represent a certain theme.
3. Graphic artist or designer. A graphic artist or designer sets the images, illustrations,
charts, and tables on the manuscript. He is also responsible for the artwork and design
using electronic media. Apart from books and magazines, an experienced graphic artist or
designer can create and layout brochures and other advertising materials.
4. Sculptor. A sculptor creates a piece of art using a variety of media, such as clay, marble,
wood, or even ice.
TYPES OF VISUAL INFORMATION
Different visual information uses varied mediums and appeals to varied
audiences. It also conveys different messages depending on how the artist wants
his art to be seen or interpreted.
Painting
Painting is an art that create pictures using a flat mediums, such as canvas
or board, and paint.
1. Landscape. A landscape painting shows an outdoor scene. A landscape artist
uses paint to create images of land, water, and clouds, as well as other
elements like air, wind, and sunlight.
TYPES OF VISUAL INFORMATION
2. Portrait. It shows an image of a person or animal. It resembles how the
person looks like and captures the person’s mood or personality.
3. Still life. A still life shows inanimate objects as subjects, such as musical
instruments. It could also be flowers or food on display. A painter can show his
artistic skills in painting shapes, light, and shadow.
4. Icon. An icon refers to a painting of Jesus Christ or other religious figures
identified with the Roman Catholic Church, which proliferated during the
Byzantine Empire.
TYPES OF VISUAL INFORMATION

Landscape with Charon Crossing the Styx (1515-1524) by Joachim Patinir

TYPES OF VISUAL INFORMATION

Portrait of a young Roman-Egyptian boy Bouquet (1599) by Jan Brueghel the Elder
TYPES OF VISUAL INFORMATION
Photo/Images
A photo is worth a thousand words. It can tell a story or even let the viewer
feel emotions by just looking at it. Photos are also used to document historical
events.
1. Personal photo. Often used for school ID or passport, a personal photo is
usually a formal shot.
2. Family photo. It shows a picture of the family usually taken during special
occasions, like Christmas or New Year, where all or most family members are
present. The family photo usually serves as a family memorabilia and often
hangs on the wall of the living room.
TYPES OF VISUAL INFORMATION
3. Photojournalism. Real-life scenes are captured by photojournalism as they
happen. It could show a concert on school grounds, a rally on the streets, or a
sports event.
4. Yearbook or graduation photo. It shows student’s life while at school. It serves
as the student’s remembrance of his stay in school.
5. Landscape photo. This type of photo captures spaces within the world that
are perceived either as vast and unending or microscopic. A landscape photo
usually captures nature but can also capture man-made features or
disturbances of landscapes.
TYPES OF VISUAL INFORMATION
6. Nature and wildlife photo. This shows images of nature, like trees and animals
in the wild or in their natural habitats.
7. Fashion and beauty photo. It displays images about fashion, and usually
shows models wearing new lines of clothing. This photo also captures the
prevailing image of beauty and the diversity of beauty.
8. Wedding photo. This is a photo that captures the marriage ceremony and the
reception of the newlywed couples or couples celebrating their wedding
anniversary. A wedding photo is a treasured family memento.
9. Travel photo. Wonderful and interesting places to visit are captured in travel
plots. It can be historical place or a place where the traveler became
enthralled.
TYPES OF VISUAL INFORMATION
10. Underwater photo. It shows the interesting marine or freshwater life under the
sea.
11. Religious photo. It shows a religious message or something sacred that could
inspire the viewers to strengthen their faith in God.
12. Perspective photo. Line up objects, people, places, or things along with a
subject to capture a perspective plot. This kind of photo can be used as a
marketing tool because it allows the photographer to utilize his sense of
creativity in manipulating objects or images.
13. Panoramic photo. It captures images on a wider format. One needs a wider
aspect ratio to capture a panoramic image.
TYPES OF VISUAL INFORMATION
14. Digital infrared photo. An illusion of a ghostly appearance to image shot on
bright sunny days are created by this type of photo.
15. Time-lapse photo. It captures a moving object or a subject in motion. This
involves continuous shooting of the specific subject at different time intervals.
16. Macro photo. It brings out the minute details of the chosen subject, which are
not normally visible to the human eye. For example, snowflakes actually have
a crystal formation that is only visible using high-powered devices.
TYPES OF VISUAL INFORMATION
Sculpture

A sculpture is an example of a three-dimensional artwork that can be made

using clay, stone, metal, or other materials. A sculpture shows a replica of the
subject or model.
TYPES OF VISUAL INFORMATION
Cartoon or Comic Strip

A cartoon or comic strip shows illustrations or drawings arranged

sequentially in boxes. The main character of this strip illustrations depict different
characters that are drawn in cartoon. A comic strip narrates an amusing story. It
usually appears in newspapers or made as a comic book.
TYPES OF VISUAL INFORMATION
Graphs and Charts

A graph pertains to a diagram, which is a series of one or more points, lines,

line segments, curves, or areas. It shows variables (numerical figures) with
corresponding interpretation illustrating a trend or phenomenon. A chart shows
information through a table, diagram, or graph.
TYPES OF VISUAL INFORMATION
Billboard and Poster

Billboard refers to a large outdoor board containing text information and

images or designs posted as a form of advertisement. A poster is similar to a
billboard but is much smaller. A poster is also used as means of announcement or
advertisement.
EVALUATING AND RATING VISUAL INFORMATION
When you see a visual artist’s work, do you assess it based on how colorful it is? If
you do not understand the message of the painting, does it mean that it is not good?
Discussed below are ways on how visual information is evaluated and rated.
1. Use of color. Visual information is a form of art and media. The output is partly
screened based on the kinds of color used, such as primary and secondary colors,
pastel, or dark colors. The kind of colors used depends on the theme and subject.
For example, a Christmas-themed material should use bright colors, as it is a
celebration. Some colors can send a specific message or express a specific
emotion. For example, an image with lots of red may indicate that the painting or
image depicts war or revolution. On the other hand, a painting or image with lots of
dark colors, such as black, may indicate sadness.
EVALUATING AND RATING VISUAL INFORMATION
2. Use of medium. Aside from the use of colors, we can evaluate visual media
by the type of medium used. For example, the artist can use different kinds of
medium for painting. Apart from using paint, the artist can also incorporate
other materials such as leaves or recycled materials. The kind of medium
used adds value to the message of the visual media and creates more
impact. For example, a poster that uses recycled materials will catch more
attention, especially if the theme is about the environment.
EVALUATING AND RATING VISUAL INFORMATION
3. Level of creativity. Apart from content and information, visual media is also
rated based on its level of creativity and artistic sense. An ordinary-looking
visual presentation will not interest the audience. On the other hand, a
creative or artistic presentation will catch their attention. However, it is
important to note that the level of creativity should match the content of
information the material wishes to convey. The images and illustrations should
be appropriate and relevant to the content.
EVALUATING AND RATING VISUAL INFORMATION
4. Choice of subject. A painting or photo is a form of expression for the artist.
His choice of subject is important because it will determine how the audience
will interpret or react to his work. For example, if a photographer chooses a
street child to be his subject, he probably wants to show the public the effects
of poverty. On the part of the audience, seeing a street child would most likely
elicit concern or compassion.
EVALUATING AND RATING VISUAL INFORMATION
5. Choice of theme or message. Visual media is a very powerful tool in
sending a message, especially if the images used were able to move the
viewer or the audience. Although an artist or photographer is free to choose
the kind of theme or message he wants to convey, timely messages are
significant because it can influence the public to do something. For example,
the Spoliarium is Juan Luna’s interpretation of the suffering of the Filipinos in
the hands of the Spanish colonizers. Apart from this interpretation, the artwork
also awakened the Filipinos’ sense of patriotism.
EVALUATING AND RATING VISUAL INFORMATION
Advantages of Visual Information

● It catches the attention of the audience because of its artistic presentation.

● It teaches the audience to be more analytical in order to visually process the
message.
● It allows the artist to present the information and express the message in a
creative manner.
EVALUATING AND RATING VISUAL INFORMATION
Limitations of Visual Information

● It can be distracting. The audience might lose sight of the message in the
process of deciphering or interpreting the visual information.
● Its meaning could be interpreted differently because of its artistic
presentation.
● It takes time and effort to produce visual information, which can be costly, too.