lesson-4-q2

VISUAL INFORMATION
AND MEDIA
Lesson 4
EXAMINE THE VISUAL
MEDIA AND ANSWER
THE QUESTIONS THAT
FOLLOW.
VISUAL INFORMATION
•Visual information is the artistic
or creative representation or
interpretation of an idea,
concept, or emotion using
different media.
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.
TYPES OF VISUAL MEDIA
• Photography
• Video
• Screenshots
• infographics,
• data visualization (charts and graphs),
comic strips/cartoons, memes, visual
note-taking, etc.
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.
DESIGN ELEMENTS
•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.
DESIGN ELEMENTS
•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.
DESIGN ELEMENTS
• 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.
DESIGN ELEMENTS
• 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.
DESIGN ELEMENTS
• 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.
DESIGN ELEMENTS
•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.
VISUAL DESIGN
PRINCIPLES
•a. Consistency of margins,
typeface, typestyle, and colors is
necessary, especially in slide
presentations or documents that
are more than one page.
VISUAL DESIGN
PRINCIPLES
• b. 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.
VISUAL DESIGN
PRINCIPLES
• c. 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.
EXAMPLE
VISUAL DESIGN
PRINCIPLES
• d. 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.
EXAMPLE
VISUAL DESIGN
PRINCIPLES
• e. 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.
VISUAL DESIGN
PRINCIPLES
• f. 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.
VISUAL DESIGN
PRINCIPLES
•g. 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.
VISUAL DESIGN PRINCIPLES
• h. 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

•the building blocks or basic

•a. Line – describes a shape or

•b. Shape – usually a geometric

• d. Texture – the way a surface feels

•f. Form – a figure having volume

• h. Perspective – this is created

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