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Visual Information and Media
Visual Information
Visual information is the artistic or creative representation or interpretation
of an idea, concept, or emotion using different media.
1. Visual media and
2. Types of visual media
information
3. Formally and
4. Purpose of visual
informally produced
information
visual media
6. Visual Design
5. Visual design elements
Principles
1. Visual media and
information
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.
2. Types of visual media
Photography, video, screenshots, infographics, data

visualization (charts and graphs), comic strips/cartoons, memes,
visual notetaking, etc.
3. 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.
4. Purpose of visual
information
The primary purpose of visual information is to gain attention,

create meaning, and facilitate retention.
5. Visual design elements
The building blocks or basic units in the construction of a visual

image.
The Design Elements are:
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.
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 of a visual element. Visual texture is the
illusion of the surfaces 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 to 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 of the
world around us. It is therefore important to create color palettes that will
evoke the appropriate audience reactions.
f.
f. Form – a figure having volume and thickness. An illusion
of a 3-dimensional object can be implied through the use of
light and shading. Form can be viewed from many angles.
Examples of Design Elements
Form Texture
Visual Design Principles
Consistency
Consistency of margins, typeface, typestyle, and colors is necessary,

especially in slide presentations or documents that are more than one
page.
Center of interest
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 achieved by contrast of values, more colors,
and placement in the format.
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.
Harmony
Brings together a composition with similar units. For example, if your

composition is using wavy lines and organic shapes, you should
consistently use these types of lines and not put in just one geometric
shape.
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.
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.
Rhythm
A movement in which some elements recur regularly. Like a dance, it

will have a flow of objects that will seem like the beat of music.
Perspective
This is created through the arrangement of objects in two-dimensional

space to look like what they appear in real life. Perspective is a learned
meaning of the relationship between different objects seen in space.

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Visual Information and Media

Materials, programs, applications, and the like that teachers

Photography, video, screenshots, infographics, data

Visual media produced by formal organizations such as schools,

The primary purpose of visual information is to gain attention,

The building blocks or basic units in the construction of a visual

Consistency of margins, typeface, typestyle, and colors is necessary,

An area that first attracts attention in a composition. This area is

Brings together a composition with similar units. For example, if your

Offers some change in value creating a visual discord in a composition.

A visual flow through the composition. It can be the suggestion of motion in

A movement in which some elements recur regularly. Like a dance, it

This is created through the arrangement of objects in two-dimensional

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