Lesson # 3

Visual Information and Media

Survey results about “The Power of Visual Content” by Demand Gen Report (2014):
 Forty percent of people will respond better to visual information than plain text.
 Publishers who use infographics grow in traffic, an average of 12% more than those who don’t.
 Eighty percent of what is seen is retained.
 Conversions increase by 86 percent when videos are used in a landing page.
 Twenty percent of words on a web page is read by the average user.
 Landing pages with videos are 40 times more shareable.

What is Visual Media?

 Sources of data or information in the form of visual representations.
 Abstractions, analogues, rough illustrations, or digital reproductions of the objects the data pertains to.
 Requires interpretation of the data gatherer
 Level of reliability compared to other sources may vary considerably
 May be hosted on the internet, printed in publications, displayed through broadcast media, or
otherwise disseminated.

 Generally available or at least citable as stable and traceable future references.

Elements of Visual Design

- the building blocks or basic units in the construction of a visual image.

The Design Elements are:

1. 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.
2. 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.
3. 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.
4. 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.
5. 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. 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.
6. Form – a figure having volume and thickness. An illusion of a 3-dimensional object can be implied
with the use of light and shading. Form can be viewed from many angles.
7. Size – Variations in the proportions of objects, lines, or shapes. Variations can either be real or
imagined.
Types of Visual Media

A. Non – Projected Visual Media

 Requires no projection material or electric power
Examples: Cartoon
Chart
Comic Strip
Flash Cards
Illustration
Map
Models
Pictures
Poster
Cartoon

B. Projected Visual Media

 Uses bright light to pass through a transparent picture, by means of a lens, or electronic power
Examples: Film Strip
Overhead Projector (OHP)
Presentations

Integration of Visual Media in Education

1. Infographic
 Information graphics or infographics are graphic visual representations of information, data or
knowledge. These graphics present complex information quickly and clearly.

2. Educational Television
 The use of television programs in the field of distance education. It may be in the form of
individual television programs or dedicated specialty channels
 Enriches lessons through documentary-type programs; or
 Teaches content directly.

3. Presentations
 Visual aids
 Powerpoint Presentations
 Prezi Presentations

4. Videos
 Video Cassettes
 Video Discs
 Interactive Video
 Video Conferencing
 Youtube
Principles of Design
 The principles of design are the recipe for a good work of art. The principles combine the elements
to an aesthetic placement of things that will produce a good design.

1. Center of Interest
 It 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 contrast of values,
more colors, and placement in the format.

2. Balance
 It is a feeling of visual equality in shape, form, value, color, etc. Balance can be symmetrical or
evenly balanced or asymmetrical and un-evenly balanced.

3. Harmony
 It brings together a composition with similar units. If 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.

4. Contrast
 It offers some change in value creating a visual discord in composition. Contrast shows the
difference between shapes and can be used as a background to bring objects and forward in
design. It can be also be used to create an area of emphasis.

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

6. Rhythm
 It is a movement in which some elements recurs regularly. Like a dance it will have a flow of
objects that will seem to be like the beat of music.