UNIT 7: Visual Media and Information

Table of Contents

Lesson #1: Dimensions of Visual Information and Media

Learn about It!
Lesson #2: Elements of Design of Visual Information
Learn about It!
Lesson #3: Reliability of Visual Information and Media
Learn about It!
Lesson #4: Production and Evaluation of a Creative Visual-Based Presentation
Learn about It!
Wrap Up
Glossary
GRADE 12 |Media Information and Literacy

UNIT 7

Visual Media and Information

Fig. 1. Visual VS Textual , which will win?

When you hear the word “pizza”, I bet you drool and start to crave for it, right? But, why do
you drool and crave? It is because you take a mental picture of it. When we see the image
through our eyes, we base our visualizations on that image and we start describing and
putting details to it.

We now live in the period of visual information where visual content plays a role in every part
of life. It means that visuals create an immense effect on how we think, speak, and act. So,
what does visual information consist of? Generally, visual information includes arts, displays,
graphics, models, motion pictures, photography, video recording, and other forms.

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 Learning Targets
In this unit, you should be able to:

● define visual information and visual media;

● expound the importance and purpose of visual media;
● describe the different dimensions of visual information and media;
● discuss the elements of visual design;
● comprehend how visual information and media is/are formally and informally
produced, organized and disseminated; and
● evaluate the reliability and validity of visual information and media and its/ their
sources using selection criteria

Lesson 1: Dimensions of Visual

Information and Media
Your brain stores both short and long-term information by portion, but short term is limited.
To ensure that the learners store and retain information, pairing concepts with meaningful
images is one effective way. This technique increases retention more efficiently than by
relaying data through aural or textual means. To make sense out of the information, creating
visuals help improve the possibilities for people to remember the content of media.

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 Learn about It!

Creating Visual Information and Media

Visual Media refers to all possible media technologies to reach a large number of
audiences. Examples of Visual Media are videos, photography, infographics, comic strips,
memes, screenshots, data visualization, and visual note-taking.

Visual Information is the source of data or information represented visually. It also

refers to the artistic or creative interpretation or representation of a concept, idea, or emotion
using the different types of media.

Purposes of Visual Information

For you to better understand the concepts regarding

visual information, you have to first know the purpose.
Visual creators establish their reasons for making visuals
for them to deliver the information without any doubt.

Specifically, the purposes of visual information are:

1. Gain Attention
2. Create Meaning
3. Facilitate Retention

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 Fig. 3. Visual information is represented using different types of media

Visual information is created by the following:

1. Painter - a person who produces a work of art using lines, shapes, and colors.
Paint is used as medium. Painters are considered as artists because their field of
work is artistic in nature.

2. Graphic Artist or Designer - This visual artist sets illustrations, charts, images,
and tables on drafts. They also use electronic media for artworks and designs.
Professional graphic artists can also create and layout brochures, pamphlets, and
other advertising materials.

3. Photographer - The primary job of photographers is to capture images using a

camera. They can be classified as amateur or professional. They use themes to
take the best shot of their subject.

4. Sculptor - A sculptor creates a masterpiece using clay, wood, marble, or even ice.

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 Fig. 4. Image of a painter, photographer, graphic artist, and sculptor.

Dimensions of Visual Information

Visual information utilizes various appeals and mediums to different spectators. The
artists of these visuals decide on how the viewer sees or interprets the conveyed message.
Several types of visual media include:

1. Painting - is the creation of aesthetic qualities in a two-dimensional visual language to

express ideas and emotions. It uses flat medium such as canvas boards and painting
materials. Examples of paintings are:

a. Portrait - uses human as subject of a work of art.

Fig. 5. Portrait of Mona Lisa painted by

Leonardo da Vinci in 1503

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b. Landscape - depicts an outdoor scenario. Painters use nature as theme for
landscapes.

Fig. 6. Landscape painting of a forest

c. Still Life - is the depiction of inanimate objects with qualities such as form, color,
texture, and composition.

Fig. 7. Still Life Painting

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 d. Icon - refers to paintings which proliferated during the Byzantine Empire.
It uses religious entities as its subject.

Fig. 8. Mother Of God Painting

2. Photo/Image - this is a visual representation taken using a camera. It tells a story

which lets people feel emotions by mere perception. It is also used to
record past events. It comes in many types, which are:

a. Personal Photo i. Travel Photo

b. Family Photo j. Underwater Photo
c. Photojournalism k. Religious Photo
d. Yearbook or graduation photo l. Perspective Photo
e. Landscape Photo m. Panoramic Photo
f. Nature and Wildlife Photo n. Digital Infrared Photo
g. Fashion or Beauty Photo o. Time-lapse Photo
h. Wedding Photo p. Macro photo

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 Fig. 9. Groufie (coined term for Group Selfie)

3. Sculpture - it is a three-dimensional work of art which uses metal, clay, wood, or ice as
medium. It depicts a replica of a subject, human, nature, or inanimate object.

One of the most famous sculpture, The Thinker, also known as The Poet, was created by
Auguste Rodin in 1880. The statue represents the author of the Divine Comedy, Dante. He had
inspired The Gates. While meditating his work, he leans forward to observe the circles of Hell.
The Thinker is a being with both a tortured body with a cursed soul, and a free-thinking man.
He is determined to transcend his suffering through poetry. The pose of this figure was based
on Carpeaux’s Ugolino (1861) and to the seated portrait of Lorenzo de’ Medici carved by
Michelangelo (1526-31). 1

Fig. 10. The Thinker by Auguste Rodin (1880)

1 Musee Rodin, Retrieved from http://www.musee-rodin.fr/en/collections/sculptures/thinker

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4. Cartoon or Comic Strip - sequential arrangement which shows illustrations or
drawings. It is usually seen in newspapers or official
comic books.

Archie Comics is the company's (both the company and the

comics have the same name) longest-running publication. The first
issue was released on Winter 1942. The title was shortened to
simply Archie when it reached issue #114.. Archie Comics characters
and concepts was also used in several films, television programs,
cartoons, and video games, including the hit 2017 television drama
series Riverdale.2

Fig. 11. Book cover of the famous comics, Archie

Source: https://store.archiecomics.com/products/your-pal-archie-4

5. Graph and Chart - A graph is a diagrammatic representation of a

given set of data. It shows variables or numerical figures indicating a
trend or
phenomenon.
A chart is a graphical illustration of data which uses symbols such as
bars, lines, pictures, or numbers. It can be a table, graph, or a
diagram.

Fig. 12. Sample graph or chart

2 Archie Comic Publications, Inc., Retrieved from: http://archiecomics.com

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6. Billboards and Posters - A Billboard refers to a large outdoor board which contains
text information and images with designs used as a form
of an advertisement. A Poster is a smaller version of a
billboard.

Fig 13. Billboard of a Fashion Model

Fig 14. Promotion of Press Freedom

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The Power of Visual Content

Fig. 15. The infographic shows the statistics of how visual content affects people.
Source - https://www.demandgenreport.com/industry-topics/rich-media
/2906-the-power-of-visual-content-infographic

If you haven't already heard, visuals are a big deal, and should be a significant part of
your content efforts.

Consumers these days crave for visual content, and including the right image-based
prompts can have a big impact on your overall performance. The infographic on top shows
how people perceive visual media, the percentage of people preferring visuals than texts, and
the importance of creating an infographic to inform.

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 Lesson 2: Elements of Design of Visual
Information

Creating a fantastic visual design takes more than a pure inspiration or even the best
idea. It is about fully comprehending the fundamentals of a subject. Any designer who plans
on beginning projects should know at least a handful of the essential elements.

Learn about It!

Fully identifying the basic

elements of visual design is a vital part
for amateurs, as these serve as the
foundation of a successful work in the
end. This can be applied to any design
(photography, industrial design,
graphic, or architecture). One should
also consider the correct mix of these
elements to make sure the design is
genuine, original, and unique.
Fig. 1. The Elements of Visual Design
Source:
https://smpscentralfl.wordpress.com/2012/08/22/marketing-101-elements-of-design/

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None of the elements should be omitted and extra attention should be given to each. This
lesson will discuss the basic elements of visual design, which will result in a neat composition.

1. LINE - this element shows direction, motion, and

orientation. This is also used to divide space.
Lines can be straight, diagonal, curved, crooked,
dotted, broken, vertical, or horizontal.

Fig. 2. Examples of Lines

2. SHAPE - this element is the result when lines meet.

In the field of design, shapes can either be
geometric (square, triangle) or organic
(snowflakes, turtle’s shell, sunflower).
Fig. 3. Types of Shapes
Source: Creative Mood/Shutterstock.com

3. SPACE - this is the distance between two subjects. It can

either have two (length and width) or three dimensions.
Depth and volume are both present in all objects
illustrated in a three dimensional space.

Fig. 4. An object formed using space

4. COLOR - it is used to emphasize, basically emotions

elicited by each color. It can be determined
according to hue (color name), value
(brightness), or intensity (purity of hue

Fig. 5. The Color Wheel

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 5. VALUE - it is the degree of
brightness of a design. It varies from
light to dark. It is also the contrast
from white to black and all the tones
between them.

Fig. 6. Value of silhouetted dogs

Source: https://605.wikispaces.com/valu

6. TEXTURE - it refers to the the way things

feel, or how the eye perceives as if they are
touched. Texture can either be tactile or
implied. Tactile texture is when one actually
feels the surface of an object and he/she can
easily determine what it is made of (feather,
cotton, fur, etc). On the other hand, implied
texture is the way the eye perceive how the
object feels; thus it might look smooth or
rough. One can tell it just by looking at it, but can’t actually touch it.

7. FORM - it is the three-dimensional version of shapes. One

can measure its volume, depth, width, length, and
height. Forms can also be created by joining two or
more shapes. It can be enhanced by changing its
texture and color.

Fig. 8. 3D Shapes are Forms

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Visual Design Principles
Each design has to follow certain guidelines to meet the standards of a well-done visual
presentation.

Fig 9. A play on words about visual design principles

Source: https://dpageek.wordpress.com/2011/12/28/design-elements-design-principles/

1. Margin consistency, colors, typeface, typestyle, and colors need to be observed

accurately, most especially when presenting slides and documents which exceed one
page.

2. Center of interest – also known as the

attention-getter. This can be done by putting
more colors, contrasting values, and arranging the
correct placement in the format.

3. Balance –visual equality in the elements of design.

Balance can either be symmetrical (evenly
balanced), or asymmetrical (unevenly balanced).
The elements of visual design can be used in creating
balance in a composition.

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4. Harmony – unites ideas in a composition. For example,
you used wavy lines and organic shapes, you would
remain using those types of lines and not just one
geometric shape.

5. Contrast – few changes in value creating a visual dissonance in a composition.

Contrast displays the disparity between shapes and used as a background to
bring objects forward in a design. An area of emphasis can also be created using
contrast.

6. Directional Movement – flow of the composition. It can suggest motion in a design

as you move from one object to another in terms of placement and position. Value
pattern can be associated with directional movement. The placement of dark and
light areas can move your attention through the format.

7. Rhythm – a movement which shows regular repetition of some elements. Compared

to a dance, it will let objects flow that will seem to be like the rhythm of music.

8. Perspective – objects arranged in two-dimensional space as if they appear in real life

create perspective. Perspective is a perception of the relationship between different
objects seen in space.

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 Lesson 3: Reliability of Visual Information
and Media
Have you ever come across an advertisement which shows you the product then after
seeing it personally, it was different? Are you familiar with false advertisements? How can you
avoid falling in these traps?

Advertisements which fool people are becoming a phenomenon wherein businesses

promote the product perfectly but frustrates you when you are already caught in it. This
lesson will provide you guidelines if visual information is reliable or not.

Learn about It!

In the media world, any visual material must possess reliability. The supporting
sources must be credible and should have documentation to show that it is professional,
well-researched, recent, and peer-reviewed. Reliability and validity are two important factors
in assessing the truthfulness of visual content.

To be media and information literate individuals, we need to carefully observe media

images or representations and analyze both the visual representation and the context which
surrounds the image and which we sometimes do not notice. Recognizing that while the
media have the power to manipulate the society, they also show what the society looks like by
providing stories and representations we want to view is vital to media and information
literacy.

Reliability Criteria

Reliability criteria focuses on the extent to which the

visual information can be trusted. It relies on how the
visual content proves the truth of what it promotes over
time, in different circumstances. The following questions
would give a hint on the reliability of the visual content:

1. Are the sources truth worthy?

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Fig 1. Media vs Reality
Source: https://www.eatliver.com/tv-vs-reality/
> For you to know if the source is truth worthy, you
need to identify the credibility of the person who made the
visual information and the accuracy of what the visual
content implies through browsing for other sources
relevant to it.

2. Does the printed or web-based information come from a well-established institution,

organization, or company?
> This question asks for the credibility of the source of the visual information.
Trust is one factor which keeps the viewers loyal and believe in whatever the company
promotes.

3. Who sponsors the production of visual information?

> It is also vital to know who is behind the advertisement. Through this, we will be
aware of the possible motives (propaganda or issues which need to be addressed) and
purpose (inform, entertain, persuade) behind the
dissemination of visual information.

Furthermore, the proper use of information made

available by media and various information providers
depends on people’s abilities to assess themselves and
their information needs, and to find, retrieve, and rate
the quality of the information they can access. Today,
an extensive and diverse selection of visual information
material, content, and resources available, specifically
found on the Internet, vary greatly in accuracy,
reliability, and value. Also, this information occurs in a
range of forms (e.g., text, audio, image or statistic,
electronically or in print), which are available through
online portals, repositories, virtual and real libraries,
databases, archives, museums, etc. However, the quality of
the information ranges from very good to very bad.

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 Lesson 4: Production and Evaluation of a
Creative Visual-Based Presentation

Media and information content production gives opportunities for you students to
immerse yourselves in learning through exploring and doing. Through the production of
media texts (for example audio, video and print), students are able to explore the creativity
and to express themselves through their voices, ideas and perspectives.

Fig. 1. Infographic of Infographics

Source: https://designerlibrarian.wordpress.com/2013/04/07/infographics-the-intersection-between-information-literacy-and-visual-literacy/

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 Learn about It!

Presenting data, instruction, or content, in interesting and creative formats proposes

lots of opportunities to let students utilize visual information and media.

An infographic is a visual representation of information, data, or ideas through images.

Think visual storytelling. Mike Smiciklas, author of the book “The Power of Infographics: Using
Pictures to Communicate and Connect With Your Audiences” tackled infographics and its
history, and aid readers to be knowledgeable about visualization, design elements and
principles, and several uses of visual storytelling. Infographics can help in understanding
complex information through visual representation. It transforms texts and images which are
both easy to learn and visually appealing.

How can we combine information and visual literacy? Using infographics is one
solution. An infographics creation needs an expert level of information literacy to locate,
understand and evaluate data, and visual literacy to present data clearly. Free infographic
creators are available on the internet, such as Glogster, Piktochart, and Visual.ly. Some
infographics can be embedded in research papers. Others can be included in digital research
projects. Infographics also make good stand-alone projects for any course that utilizes
statistics.

Fig. 2. Data, especially surveys and researches, can be well-understood using Infographics
Source: http://news.abs-cbn.com/business/multimedia/infographic/02/28/18/jobseekers-value-health-family-benefits-over-other-perks

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Here are some of the most well-known softwares which can be used for visual presentations:

1. Adobe Photoshop
> Adobe Photoshop is a photo editing application used
by many professional designers and photographers.
Photoshop is used for almost any type of image editing.
touching up photos, creating high-quality graphics, are only
some of the features of using this software application.

Fig 3. Photoshop is of great use when learned

2. Prezi
> Prezi is an online presentation software founded
in 2009 by Peter Arvai, Péter Halácsy, and Adam
Somlai-Fischer. Unlike slides, which box you in, Prezi
gives you the freedom to style your work and to show
relationships between the main topic and the details.
In this way, you make your message more likely to
recall and motivate, whether it’s your classroom
lecture, a sales pitch, or a business report.
Fig 4. Sample Prezi Template
Source: https://prezibase.com/shop/around-a-topic-prezi-template/

Evaluating Visual Content

How do you assess a visual artist’s work? Do you base it on the imagery? Do you also
mind its sense? What if you can’t understand it? Do you conclude that it is not pleasing? The
following are the list of things to consider when evaluating visual information.

1. Color Combination
- Visual information is an art and media. Hence, a person notices the way
how colors are mixed to present a well-done visual presentation; the
colors used (pastel, oil, primary and secondary colors), and color
compliments. The choice of color combos count depending on the theme
and the subject. Also, a color represents a certain meaning or a specific
emotion (blue for peace, red for rage).

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2. Creativity Level
- Artistic sense and creativity also matter in evaluating visuals. A poster or
or billboard will not catch attention if it is ordinary-looking. On the
contrary, creative visuals will spark interest. However, the creativity level
should match the material for it not to look overly-designed which in turn,
might irritate eyes and turn away audiences. The standard is that designs
and illustrations should be appropriate and related to the content.
3. Theme
- Visual media sends messages to the audience even without the presence
of texts. Images used can persuade viewers to believe what they see. So,
timely messages can be powerful since the public can relate to it and
unconsciously, they are pushed to do something.

4. Subject
- The subject represents the content of the visual representation. So, the
choice of subject is vital because it will reflect the message to be
perceived and determine the interpretations and reactions of the audience.

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 Wrap Up
● Visual information is a very powerful tool in influencing people, so use it wisely.
● Spreading false information may result to confusion. Always look for credible sources
before claiming something as factual.
● Design principles give dramatic and realistic effects to the visual presentation.
● Production of visual-based presentations using presentation software’s can
improve one’s creativity and organizational skills.

Glossary

Graphic Artist or Designer - This visual artist sets illustrations, charts, images, and tables on
drafts
Painter - a person who produces a work of art using lines, shapes, and colors.

Photographer - The primary job of photographers is to capture images using a camera.

Sculptor - A sculptor creates a masterpiece using clay, wood, marble, or even ice.

Visual Information is the source of data or information represented visually.

Visual Media - refers to all possible media technologies to reach a large number of audiences.

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