Visual

literacy
techniques
Learning intentions
By the end of this week I should be able to:

● Correctly identify key techniques within visual images

● Be able to articulate how the outsider is conveyed within images

Why? To be able to construct clear, thoughtful sentences that reflect my

comprehension of visual texts.

How? By applying my understanding of visual techniques to any images shown,

through clear, coherent sentences.

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introduction
We read images everyday, from television, computer screens,
magazines and films, to the everyday communication we have with
each other in the form of body language.

The ability to read visual images is known as ‘Visual Literacy’ and comes
with its own set of grammar in the same way as written language.

Interpreting meaning in cartoons, illustrations, film and the media is

simply a matter of understanding the key elements of symbolism
(representing things by using symbols), semiotics (the social
relevance of signs and symbols) and metonyms (a logical symbolic
representation of something such as a crown for royalty).

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salience
The part that your eyes are first drawn to in the visual. Colour, image and layout
determine what the salient image is.

The salient in the image:

• captures our attention
• holds our eye
• is at the centre of what is happening

It is a distinct quality which makes some items stand out from their neighbors and
immediately grab our attention

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vectors
The line that our eyes take when looking at a visual. Composers deliberately direct
our reading path through the vectors.
E.g. If all of the subjects are tall, long and upright our eyes follow straight
vectors that lead to the top of the frame. This could make the subject seem
powerful or inflexible.

Vectors are formed in two ways:

• By the direction of the gaze – this gives us information about what is going
on between people or objects in an image
• By lines, real or implied that leads the viewer to focus on a particular part of
the image

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colour
Colour evokes moods and feelings, however cultural differences mean that
something that is happy and uplifting in one country can be depressing in
another.
Light shades – happy feelings
Dark shades –gloominess; fear, evil
White – spirituality, purity, cleanliness
Green – peacefulness; the earth, nature, jealousy
Blue – sadness, depression, cold, peace, tranquility, spirituality
Red - warmth, energy, strength, passion, danger and stop
Pink – romance, love, femininity, peace, caring

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Light and shade
● Light and/or shade in an image create mood.
● Shadows also can be used to create atmosphere.
● In black & white images examine the use of
contrast, light and darkness

● Hue refers to the actual colour e.g. red, green, blue

● Tone refers to the intensity of the colour - by
adding black or white it changes
the colour’s warmth or coolness

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 composition
Composition within the frame determines the amount of information given to the
viewer as well as sometimes signaling a social relationship with the viewer.
What is included is deliberately placed (also applies to what is omitted).
Consider all inclusions and omissions e.g. surroundings, objects, clothing etc.
Framing is seen through a:
• Long Shot
• Medium Shot
• Close Shot or close up
• Framing can create dominance,
importance or emphasise something

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text
Words used within images to convey
a literal or figurative message.

Consider the font, colour, size,

weight, etc. of the text, where and
how often it has been used and the
connotations of the words actually
used.

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Symbolism
The use of one image/object to represent an idea or concept that is more
complex than it is.
Religious symbolism, pop culture symbolism and animal symbolism are all
very common.

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