Language of Visual Arts, Elements and Principles of Arts and Design

Group 1

ART - is the expression or application of human creative skill and imagination. Creating visual, auditory,
or performing artworks to be appreciated for their beauty or emotional power.

- Before the 17th century, art was a broad term for any skill or mastery, including crafts and
sciences. In modern usage, art is more narrowly defined as the fine arts, which are distinguished
from decorative and applied arts by their focus on aesthetics (Handwiki, 2022).

- Art is extremely subjective. However, it is widely acknowledged as the creation of an aesthetic

illustration of technical skill, beauty, emotive ability, or abstract concepts.

- Traditional categories of art include literature, the graphic arts, the plastic arts, the decorative
arts, the performing arts, music, architecture, and visual arts.

VISUAL ART - are art forms that create works that are primarily visual in nature, such as ceramics, drawing,
painting, sculpture, printmaking, design, crafts, photography, video, film making and architecture.

- It refers to art forms that express their message, meaning, and emotion through visual means.
Visual arts may be categorized as decorative, commercial, or fine art, such as painting,
photography, or sculpture.

- Visual arts have been an integral part of human culture for thousands of years and continue to
evolve and change with new technologies and artistic movements.

TYPES OF VISUAL ARTS:

1. DRAWING - This is the practice of creating images using pencils, pens, charcoal, or other drawing
tools. Drawings can be created in many different styles, such as realism, abstract, and cartoon.

2. PAINTING - This is the practice of applying paint, pigment, or other media to a surface. Paintings
can be created using a variety of techniques and styles, such as oil painting, watercolor painting,
and acrylic painting.

3. PHOTOGRAPHY - This is the practice of capturing images using a camera. Photography can be
used to create many different types of art, such as landscape photography, portrait photography,
and abstract photography.

4. PRINTMAKING - This is the practice of creating prints from a matrix or plate. Printmaking
techniques include woodcutting, etching, lithography, and screen printing.

5. CRAFTS - This is the practice of creating handmade objects using a variety of materials such as
paper, fabric, wood, or metal. Crafts can include activities such as knitting, crocheting, quilting,
and woodworking.

6. GRAPHIC DESIGN - This is a form of visual arts that uses shapes, images, and words to create a
visual content that surrounds us in many forms such as print and digital media.
READING VISUAL ART - It embodies physical, cultural, and spiritual aspects of life. They function as an
important communication system through which meanings are construed in ways that are different from
other language systems

- Reading Visual Art deals with the study of art appreciation, interpretation, and criticism. It surveys
techniques, composition, materials terminology, and the culture and social influences of art forms
(Flores, 2022).

ESSENTIAL TERMS IN READING VISUAL ARTS

1. READING THE VISUAL - We draw on our general and specific knowledge, tastes, habits, and
personal context.

2. VISUAL CULTURE - The concentration is on the interface between images and viewers rather than
on artist and works.

3. VISUAL MATTER - It is considered beautiful or appealing.

4. SIGN - It is something that has some meaning for someone: means something, and not one thing.

5. TEXT - A collection of signs organized in a particular way to make meaning.

6. CONTEXT - This means the environment in which a text occurs, and communication takes place.

LANGUAGE OF VISUAL ART - It is the concept of utilizing the various elements and principles used by
artists to interpret meaning and convey their ideas through its visual means.

- “Art is a visual language, with receptive and expressive components, in which ideas are both
spoken and heard. ” - (Eubanks, 1997)

VERBAL LANGUAGE VISUAL LANGUAGE

RECEPTIVE It refers to the understanding It refers to how viewers read
of words used by others, the and interpret the visual
decoding of verbal symbols. symbols encoded in works of
art.
EXPRESSIVE It refers to communicating It is the creation of visual
ideas by speaking or writing, in symbol systems, the making of
effect, the creation of coded marks or objects that
verbal symbols. communicate ideas.

FORM It includes sounds, words, and It is the physical evidence of

the way words are arranged. the artist’s expression,
described in terms of the
elements of art and principles
of design.
CONTENT It is considered equivalent to It is the use of symbols to
meaning in visual arts. create meaning.
 Ex. Rose, symbolizes Love
USE It refers to the many ways It refers to the artist’s agenda
language functions to achieve or purpose.
goals.

SUBJECT MATTER - It refers to what is represented in art, such as figures, landscapes, inanimate objects,
or formal elements such as lines and shapes.

CONTENT - It refers to themes or ideas contained in a work and may include its subject matter.

ICONOGRAPHY - It refers to the significance of what is represented and the literal and symbolic meanings
of the imagery.

THREE COMPONENTS:

1. Form/Subject Matter

2. Content

3. Use/Iconography

ELEMENTS OF ART - are the words or basic vocabulary in the world of art. These elements are the
fundamental building blocks and visual qualities in making art. By combining these elements in a particular
way, an art style can be created to further give birth to art masterpieces.

- When these elements are well utilized and put together, it serves as the language artists use to
communicate to its audience, leading viewers to truly comprehend the reason and purpose of
the artwork.

1. LINE - It is defined as a mark that spans a distance between two points (or the path of a moving
point), taking any form along the way. It may be a continuous mark made or implied by the edges
of shapes and forms that conveys the nature of an object.

o These marks allow viewers to perceive the direction, movement, and intention of the
stroke based on the orientation of the line.

COMMON VARIOUS TYPES OF LINES:

 VERTICAL - show height, poise, balance, and force.

 HORIZONTAL - indicate rest, calmness, quietness, and inaction.

 DIAGONAL - manifest movement, action, and direction.

 CURVED - indicate movements that are smooth shape form.

 2. SHAPE - They refer to the outer boundaries of a two dimensional design. These shapes are
represented by lines that outline their height and width structure and can be filled with various
colors to create a three-dimensional appearance.

o Shapes can be said to be geometric shapes which includes square, circle, triangle,
hexagon, and more. It can also be organic shapes such as the shape of a puddle, blob,
leaf, and others.

3. FORM - It is a three-dimensional object showing height, width, and depth. Examples of such forms
include cubes, spheres, pyramid, cylinders, and more. Form is commonly used in the context of
physical art pieces, particularly sculptures, as it is most closely associated with three-dimensional
works.

4. COLOR - Color is present when light strikes an object and it is reflected into the eye, a reaction to
a hue arising in the optic nerve. Colors are arranged on a color wheel. The color wheel was
developed by Isaac Newton. Color wheel shows primary colors, secondary colors, and tertiary
colors.

o Color theory helps the artist to mix desired colors from primary colors and color theory is
based on the color wheel. Color consists of 3 properties: hue, chroma or intensity, and
value.

5. SPACE - It refers to the area inside and outside of a work of visual art's shapes and forms. Any
area in an artwork that has height, width, and occasionally depth is referred to as space. A
picture's vacant areas or empty spaces can sometimes be referred to as space. There are two
main types of space: positive and negative space.

6. TEXTURE - It refers to the physical appearance or feel of an object, and can be seen through
bumps, ridges, grooves, and other physical details. Texture can also refer to the illusion of
physicality it creates by adding depth to a painting or sculpture.

o It is used by artists to add interest, dimension, and drama to their artwork. Textures can
also be implied through brushstrokes, lines, patterns, and colors. There are two types of
texture: actual and visual.

7. VALUE - It is defined as how light or dark a color is. Values are used in art to represent light and
shadow. These light and dark tones can be measured in a scale, with the lightest value being
white and the darkest value being black.

o The values influence the structure and composition of a painting. Value is important in
art because it can help to create the illusion of light, depth, and volume. It can also help
to create mood and atmosphere in an artwork.

PRINCIPLES OF ART - represent how the artist uses the elements of art to create an effect and to help
convey the artist's intent. The use of principles of art and design can help determine whether a painting
is successful and whether or not the painting is finished.
1. EMPHASIS - is often used along with the term “focal point.” It is when the artist creates an area
of the composition that is visually dominant and commands the viewer's attention.

o Emphasis can be color, unity, balance, or any other principle or element of art used to
create a focal point.

o It describes the use of these elements in combination to control the viewer’s gaze and
draw attention to a specific feature of the composition.

2. CONTRAST - is defined as the difference in colors needed to create a piece of visual art. For
example, if you have one darker shape and another lighter shape, you’re describing “value
contrast.”

o Two shapes that are different colors are describing “color contrast.”

o Take note that too much contrast will ruin the art!

3. PATTERN - is a component of the 7 principles of art that refers to the repetition of a particular
design element.

o The pattern could be varied or exact and helps to establish the rhythm of a piece.

o Anything could become a pattern through repetition, from dots and spirals to weaves
and stripes.

o Patterns are an active principle of art and design.

4. BALANCE - refers to the visual weight of the elements of the composition. It is a sense that the
painting feels stable and "feels right." Imbalance causes a feeling of discomfort in the viewer.

o Balance can be described in 3 different ways:

 SYMMETRICAL BALANCE - It is when both sides of a composition have the same

elements in the same position, like a mirror-image, or almost identical.

 ASYMMETRICAL BALANCE - The two sides of a composition are not the same but
appear to have an equal visual weight nonetheless. It is balanced due to the
contrast of any of the elements of art.

 RADIAL SYMMETRY - It is a variation of symmetrical balance in which elements

are equally spaced around a central point.

5. UNITY AND VARIETY - In art, unity conveys a sense of completeness, cohesiveness and pleasure
when viewing the art while also showing how the patterns work together to form unity to the
picture or object.

o Variety should provoke changes and awareness in the art piece.

6. RHYTHM - is created by movement implied through the repetition of elements of art in a non-
uniform but organized way.
 o Rhythm in a piece of art denotes a type of repetition used to either demonstrate
movement or expanse because it relies on variety.

7. MOVEMENT - Is the result of using the elements of art such that they move the viewer's eye
around and within the image.

o A sense of movement can be created by diagonal or curvy lines, either real or implied, by
edges, by the illusion of space, by repetition, by energetic mark-making.

EXAMPLES OF ART DEPICTED AND ORGANIZED WITH ELEMENTS

1. STARRY NIGHT BY VINCENT VAN GOGH

- "Starry Night" is a famous painting by Vincent van Gogh. It's known for its swirling, dreamlike
depiction of a night sky filled with stars and a cypress tree in the foreground.

o Line - The painting features swirling, dynamic lines that create a sense of movement and
energy in the night sky and the cypress tree

o Color - Van Gogh used vibrant, contrasting colors to convey the intensity of the night, with
the deep blues of the sky contrasting against the bright, warm yellows in the stars and
moon.

o Shape and Form - The various elements in the painting, such as the stars, cypress tree,
and village, are depicted using shapes and forms that contribute to the dreamlike quality
of the artwork.

o Texture - The thick impasto brushwork in the sky and the flowing, rhythmic brushwork in
the village and landscape contribute to the textural qualities of the painting.

2. GUERNICA BY PABLO PICASSO

- "Guernica" is a famous painting by Pablo Picasso, not "Pablo Bicasco. " "Guernica" is a powerful
anti-war artwork created by Picasso in 1937, depicting the horrors of the Spanish Civil War.

o Shape and Form - The artwork is composed of various abstract and distorted shapes and
forms that represent the chaos and suffering during the bombing of Guernica.

o Color - The color palette in "Guernica" is primarily monochromatic, using shades of gray,
black, and white. This limited color scheme adds to the stark and somber atmosphere of
the painting, emphasizing the tragic subject matter.

o Line - Bold, jagged lines define the figures and objects in the painting, emphasizing their
anguish and torment.

o Composition - The composition is organized with a central focus on the agonized horse
and the weeping woman, drawing attention to the horrors of war.

3. THE THINKER BY PABLO AUGUSTE RODIN

- "The Thinker" is a famous sculpture created by Auguste Rodin. It is known for its representation
of a man in a deep state of contemplation.

o Form - The sculpture is three-dimensional, showcasing the human form in a highly

detailed and realistic manner.

o Texture - "The Thinker" has a textured surface that conveys the details of the man's body
and the roughness of the material used.

o Space - The sculpture occupies space and has a strong presence, which is an important
element of sculpture.

o Proportion - The proportions of the man's body are carefully crafted, emphasizing the
muscular and thoughtful aspects of the figure.

o Line - There are various lines in the sculpture that define the contours of the figure and
emphasize its form and posture.

o Contrast - The contrast between the smooth, contemplative figure and the rough,
textured base adds visual interest and depth to the piece.

4. MONA LISA BY LEONARDO DA VINCI

- One of the most well-known paintings in the world is Leonardo da Vinci's Mona Lisa. The Mona
Lisa was created because the artist was fascinated by how light appears on curved surfaces. A
woman's half-body is depicted in the picture, and her mysterious smile expresses the artist's view
on the relationship between nature and people.

o Lines – Leonardo da Vinci used many artistic elements in the Mona Lisa, for example
curves that represent comfort, beauty and softness. The image has several repeating lines
from the folds of the clothing and the road in the background.

o Texture - Leonardo da Vinci used oil paint to create a smooth texture and slightly shiny
surface; however, the more distant set contains slightly coarser subclasses. Many shades
shape the figure by emphasizing areas where the forehead turns into hair and clothing
turns into hands.

o Colors - Additionally, the face of the Mona Lisa has warm colors like orange, yellow, and
red, while the background has cool colors like green and blue.

o Shape - Mona Lisa's painting has a rectangular shape measuring 30 by 20 inches as the
artist applied artistic principles to deliver an excellent piece.

5. BAGONG TAON BY ARTURO LUIZ

- Bagong Taon represents the New Year celebration based on the artists' inspiration of why the
painting was created, its title translated as "New Year" as well as the general presentation of the
painting.
 o Color - yellow-green background indicates action taking place outside. The only visible
physical difference between the characters is the color of their clothing.

o Form - their heads, faceless and pin-shaped, reduced to basic geometric elements. The
image is structured to highlight the circular shapes.

o Lines - Vertical and diagonal lines present on the bike body and rider. Luz masters the
element of color to highlight lines and circles in her compositions.

6. SPOLARIUM BY JUAN LUNA

- One of the most famous paintings in the Philippines, Spoliarium, depicts the horrifying experience
that Filipinos faced in the 19th century. He highlights the human rights violations of Spanish
colonialists. Juan Luna, one of our national heroes, expressed his patriotism by painting one of
these masterpieces to uplift the Filipino people from oppression.

o In Spoliarium, he can combine his painting to express his message by correlating each
element with each other.

o Color - it creates a harmonious relationship between the red in the center of the painting
and the green in the shadows. The light is also balanced by the light colors used on the
left side of the painting compared to the dark shadows on the right side.

o Shapes - shapes in paintings also create highlights that are harmoniously related to the
colors of the painting. Because color represents the focus of activity, form creates a bolder
scene. The dragged corpses are painted in a ratio of 9::1, the body is 9 times larger than
the head. The same thing happened to the old man watching nearby.

o Lines - the lines of a table also contribute to its unity. Firstly, because the dominant lines
in the table are diagonals. Although diagonal lines create excitement, in this painting they
create movement.

o In addition, the formation of triangle patterns emphasizes the stability that is

characteristic of these diagonals
Media and Processes

Group 2

MEDIUM - refers to the materials that are used to create a work of art. It denotes the means by which an
artist communicates his ideas.

Two dimensional media:

 Drawing

 Painting

 Printmaking

Three dimensional media:

 Sculpture

 Crafts

 Architecture

Technological Media:

 Photography

 Film

 Video

 Computer

TECHNIQUE OF VISUAL ARTS - Techniques are the method or skill of an artist in manipulating a medium
or mediums to create a work of art. Mastery of technique is critical to artistic expression

1. BLOWING TECHNIQUE - requires pushing in air to spread paints, spread melted crayons on paper
or shaped molten glass by the use of electric hair blowers.

2. TRANSFER DESIGN - requires a design in another medium and it will be transferred to another
medium such as Xerox copy to boards or another paper by applying acetone and pressure from a
burnishing stick

3. SPLATTERING - “Splatter painting” refers to a set of techniques for using brushes and other
implements to flick, throw, or drip paint onto a painting surface — instead of painting with
brushes to create original abstract art

4. THROWING - In pottery, throwing means making a pot from a piece of clay on a potter's wheel.
Throwing is the whole process of shaping the clay on the potter's wheel.
 5. COLORING - Coloring is the most basic in art. It requires the use of colors applied to drawings of
sketches or you may start with colors right away.

6. FLOWING - This technique is done by mixing paints in the cup and flip it on the canvas, pull the
cup off and the paint will flow all over the canvas.

7. CUTTING - Paper Cutting is the art of paper designs. Art has evolved uniquely all over the world
to adapt to different cultural styles.

8. SCRATCHING - Scratch Art is a graphic technique. It is used to create value drawings. Most
common is a black-and-white technique.

9. ENGRAVING - Engraving is a printmaking technique that involves making incisions into a metal
plate which retain the ink and form the printed image.

10. PHOTOGRAPHY - Is an actual likeness of the design, it uses a camera to produce the desired copy.
Literally drawing or writing with light.

11. ETCHING TECHNIQUES - Etching, a method of making prints from a metal plate, usually copper,
into which the design has been incised by acid.

12. PRINTING - Printmaking is the process of creating artworks by printing, normally on paper,
textiles, boards or metal plates.

MATERIALS IN VISUAL ARTS

VISUAL ARTS - Anything that has been created that you can see. Visual Arts can be in a form of traditional
and digital art.

TRADITIONAL ART - Traditional art places a strong emphasis on technical skill and mastery. It primarily
uses established materials.

DRAWING MATERIALS

1. DRAWING PAPER

a. Rough paper - The best for applications of layers.

b. Medium texture paper - This is a popular choice as it falls nicely between the rough and
smooth textures.

c. Smooth paper - This paper has very little texture and easily accepts finer details and
blends the best out of all the texture options

2. PENCIL - are a very versatile artistic medium.

o They come in different tip sizes.

o They’re perfect for creating crisp lines, and intricate patterns, and adding fine details to
your drawings.
 3. CHARCOAL - Used for creating expressive, dark, and smudgy drawings. Charcoal is all about
expressive and bold lines that make your drawings pop.

4. COLORED PENCIL - Is an art medium constructed of a narrow, pigmented core encased in a

cylindrical wooden case.

o Examples: Oil pastel, Markers, Crayons

5. PAINTING MATERIALS - Painting is the process of applying color to a surface using tools such as a
brush, a painting knife, a roller, or even your fingers.

o Oil Paints - Oil paint is valued for its rich, vibrant colors, flexibility, and versatility, making
it a popular choice among artists for centuries.

o Painting Palette - It can refer to the actual tool an artist uses to mix colors on or refer to
a selection of colors used to make up a color scheme.

o Canvas - It is a plain-woven fabric that is known for its durability and strength.

 Canvas has a sturdy surface that can withstand the weight of heavy paints

o Paintbrush - As an artist, your paintbrush is your most important tool.

 Paintbrushes differ in their shape, materials, quality, with a variety of sizes.

o Acrylic Paints - Acrylic paint is a fast-drying paint made of pigment suspended in acrylic
polymer emulsion and plasticizers, silicone oils, defoamers, stabilizers, or metal soaps.

o Watercolor - Watercolors consist of pigments suspended in a water-based solution.

6. SCULPTURE MATERIALS - Sculpture is a three-dimensional art form in which artists create physical
objects, typically by carving, modeling, or assembling materials such as stone, wood, clay, metal,
glass, and even found objects.

o Clay - Clay is a popular medium for crafting small-scale figurines and decorative objects.

o Stone - Many types of stone are highly resistant to the weather and therefore suitable for
external use.

o Wood - Wood's grain patterns and natural textures can enhance the visual appeal of a
sculpture.

o Metal - Most metals have extremely high strength, hardness and durability, and their
tensile strength makes design freedom much greater than stone or wood.

7. CRAFTS - often combine different materials to create unique and personalized items.

o Examples: Paper [origami, construction paper, scrapbook], Fabric, Yarn and Thread,
Wood, Metal, Plastic, Glass, Clay, Coloring Materials.

MODERN ART - may prioritize innovation, experimentation, and the rejection of traditional techniques.
1. FILMING

o Camera - for capturing visual imagery in filmmaking.

o Lenses - for controlling the composition, depth of field, and the overall look of a shot.

o Tripod - used to stabilize the camera.

o Lighting Equipment - used to control the quality, direction, and intensity of light in a
scene.

o Sound Recording Devices/Microphone - They capture dialogue, ambient sound, and

other audio elements,

o Editing Software - used to assemble and manipulate the visual and audio components of
a film.

o Soundtracks/Music - Music and soundtracks play a significant role in conveying emotions,

setting the tone, and enhancing the overall impact of a film.

2. PHOTOGRAPHY - It is the art of capturing light with a camera, usually via a digital sensor or film,
to create an image. It is one of the most modern forms of artwork

o Camera - is a fundamental material in photography.

o Lenses - This includes how sharp the image is, how blurry the background is, and how
much of the scene you can capture.

o Memory card - used for storing digital media, such as photos and videos.

o Tripod– They enable you to capture highquality images and explore various creative
techniques while minimizing the risk of camera shake.

o Editing Software - Lightroom helps you organize images and do several types of photo
edits. Photoshop is there for more elaborate editing tasks.

3. GRAPHIC DESIGN - Involves the visual communication of ideas, concepts, and messages using a
combination of typography, imagery, color, and layout techniques.

o Paper- one of the most common physical materials used in graphic design.

o Ink- used in printing processes such as offset printing, screen printing, and letterpress.

o Digital Software - Graphic designers use various software tools such as Adobe Creative
Suite (Photoshop, Illustrator, InDesign)

o Photographs and Images - Graphic designers often incorporate photographs and images
into their work.

 These can be sourced from stock image libraries or shot by photographers.

 o Typography - Fonts and typefaces are critical material in graphic design

o Color - color theory to create visually appealing and effective designs.

o Printing Materials - Materials such as printing plates, screens, and dies are used for
various printing techniques

ALTERNATIVE MEDIA TEXT AND MEANING

ALTERNATIVE MEDIA - in visual arts often lies in the artist's intention to explore unconventional paths
and engage with new forms of expression. It allows artists to transcend the limits of traditional media and
create works that are thoughtprovoking, innovative, and responsive to contemporary concerns and issues.

- It encompasses an eclectic array of unconventional mediums and techniques for conveying

messages, narratives, and ideas.

o Diversity of Media

o Text as a Central Artistic Component

o Multimodal Expression

o Subversion and Resistance

- Visual arts in alternative media encompass the utilization of materials and methods that extend
beyond the typical mediums, like paint, canvas and sculpture.

1. MIXED MEDIA ART - Mixed media artwork combines many mediums or elements into a single
piece.

- Types of mixed media art

o Sculpture

o Collage

o Decoupage

o Assemblage

o Found art

o Altered books

o Wet and dry media

2. COMMUNITY MEDIA - This is when minority groups employ non-mainstream media formats such
as graffiti, street theater, fanzines, or newsletters to advocate on certain concerns.

3. NEW MEDIA ART - New media art is the practice of using cutting-edge technology like digital,
interactive, or networked media to produce creative expressions like video, installation, or
performance.
Visual Technologies

Group 3

VISUAL TECHNOLOGY - is the engineering discipline dealing with visual representation. It encompasses a
wide range of technologies that allow us to capture, create, manipulate, display, and transmit visual
information.

- Visual technologies are constantly evolving, and new applications are being developed all the
time. As visual technologies become more sophisticated and accessible, they are having a major
impact on the way we live, work, and learn.

- Visual technologies are an essential part of our modern world. They allow us to communicate,
learn, and experience the world in new and exciting ways.

- In summary, visual technology encompasses a broad range of tools and techniques used to create
and manipulate visual content. It includes computer graphics for image creation and rendering,
computer vision for understanding visual information from the real world, image processing for
analyzing and manipulating digital images, virtual reality for creating immersive simulated
environments, augmented reality for overlaying virtual elements onto the real world, and
multimedia for integrating different forms of media.

HOW TO USE VISUAL TECHNOLOGY (GENERAL STEPS)

Visual technology refers to the use of various tools, techniques, and technologies to create, manipulate,
and display visual content. It encompasses a wide range of applications and disciplines, including
computer graphics, computer vision, image processing, virtual reality (VR), augmented reality (AR), and
multimedia.

Since it’s a broad term that encompasses a wide range of tools and techniques used to create, manipulate,
and communicate visual content. You need to familiarize yourself with these general steps to effectively
use this technology.

Steps to Use Visual Technology Effectively:

1. DEFINE YOUR GOALS: Before using any visual technology, it is essential to define your
goals and objectives. Determine what you want to achieve with the visual content and
how it aligns with your overall strategy.

2. CHOOSE THE RIGHT TOOLS: Depending on your specific needs, choose the appropriate
tools for the task at hand. For graphic design, consider using software like Adobe Creative
Suite or Canva. For video production, select a video editing software that suits your
requirements. For VR or AR development, choose platforms like Unity or Unreal Engine.

3. LEARN THE BASICS: Familiarize yourself with the basics of the chosen visual technology.
Take online courses, watch tutorials, or read books to gain a solid understanding of the
tools and techniques involved.
 4. PRACTICE AND EXPERIMENT: The best way to improve your skills is through practice and
experimentation. Start small projects and gradually work your way up to more complex
tasks. Experiment with different styles, techniques, and effects to develop your unique
visual style.

5. STAY UPDATED: Visual technology is constantly evolving, with new tools and techniques
being introduced regularly. Stay updated with the latest trends and advancements in the
field by following industry blogs, attending conferences or webinars, and joining relevant
communities or forums.

6. COLLABORATE AND SEEK FEEDBACK: Visual technology often involves collaboration with
others, such as designers, videographers, or programmers. Seek feedback from peers or
mentors to improve your work and learn from their expertise.

7. ITERATE AND IMPROVE: Visual technology is a continuous learning process. Continuously

iterate and improve your skills by analyzing your work, identifying areas for improvement,
and seeking opportunities for growth.

In conclusion, using visual technology effectively requires a combination of technical skills,

creativity, and a deep understanding of the tools and techniques involved. By defining your
goals, choosing the right tools, learning the basics, practicing, staying updated, collaborating,
and seeking feedback, you can harness the power of visual technology to create compelling
visual content.

Examples of Visual Technology:

1. MEDICAL IMAGINE - Medical imaging is a branch of medicine that involves the creation
of visual representations of the interior of the human body for clinical analysis and
medical intervention. It uses various technologies and techniques to capture detailed
images of anatomical structures, physiological functions, and disease processes. These
images assist healthcare professionals in diagnosing, monitoring, and treating medical
conditions, as well as in planning surgical procedures.

a. X-RAY IMAGING: X-ray imaging employs electromagnetic radiation to generate

visual representations of the internal structures of the body, including bones and
soft tissues. This widely utilized technique is instrumental in identifying
conditions such as fractures, tumors, and various other abnormalities within the
human body.

b. COMPUTED TOMOGRAPHY (CT): Computed Tomography (CT) involves the fusion

of X-ray technology with advanced computer algorithms to produce high-
resolution cross-sectional images of the body. CT scans are a valuable diagnostic
tool for assessing a wide range of medical conditions in organs, blood vessels, and
bones.
 c. MAGNETIC RESONANCE IMAGING (MRI): MRI, or Magnetic Resonance Imaging,
harnesses powerful magnetic fields and radio waves to create intricate visual
representations of soft tissues, organs, and blood vessels. It excels in providing
detailed insights into structures like the brain, spinal cord, joints, and muscles.

d. ULTRASOUND IMAGING: Ultrasound technology utilizes high-frequency sound

waves to generate live images of the body's internal structures. It is frequently
employed for tracking pregnancies, investigating organs such as the heart or liver,
and providing guidance during minimally invasive medical procedures.

2. GAME-BASED LEARNING: DELIVERING INTERACTIVE LEARNING EXPERIENCE - In a world

where the internet connects us all, students of today often demonstrate limited attention
spans. It's no wonder that modern kids rely heavily on platforms like Facebook, YouTube,
and smartphones, which offer constant updates and solutions to their questions via
Wikipedia and Google. To adapt to the needs of this fast-paced generation, educational
institutions might need to depart from traditional teaching methods. One way to
accomplish this goal is by embracing an approach that is typically viewed as a significant
departure from conventional learning - the incorporation of gamification.

a. Instead of traditional quizzes, students engage in quiz-style games that test their
knowledge.

b. Language learning apps use interactive challenges and rewards to keep learners
motivated.

c. Virtual labs and simulations make science and engineering concepts more
tangible and engaging.

d. Educational video games teach history, math, and problem-solving skills through
interactive gameplay.

e. Cloud Computing: Increasing engagement and improving productivity

3. CLOUD COMPUTING TECHNOLOGY - Currently experiencing a surge in popularity and is

likely to continue reshaping various aspects of our society, with a special focus on
education. The incorporation of cloud technology in education not only simplifies and
enriches the learning experience but also enhances students' technical skills through
online activities. This prepares students, staff, and educational institutions for the future.
Fortunately, students can now discard outdated learning materials and eliminate the
need for costly hardware and software, all the while maintaining their educational
progress.

a. Students can collaborate on projects in real-time using cloud-based document

editing tools like Google Docs.
 b. Educational institutions store and manage large volumes of data and resources
securely in the cloud.

c. Online platforms offer cloud-hosted virtual labs for students to perform

experiments remotely.

d. Cloud-based learning management systems provide seamless access to course

materials from anywhere with an internet connection.

4. DISPLAY TECHNOLOGY – refers to the various methods and technologies used to present
visual information, such as images and text, on screens or other surfaces. It encompasses
the devices and techniques that make it possible to view and interact with digital content.

a. LED (LIGHT EMITTING DIODE) – An LED is a tiny electronic device that can
produce light when you send electricity through it. It’s commonly used in things
like indicator lights, displays, and energy-efficient lighting. LEDs are more efficient
and last longer than traditional light bulbs, and they come in different colors. 2.

b. LCD (LIQUID CRYSTAL DISPLAY) – An LCD, or Liquid Crystal Display, is a technology

used in screens like those in TVs and smartphones. It works by controlling tiny
crystals that can let light through or block it, creating images. It uses electrical
signals to control the crystals’ orientation, and color filters to produce colorful
images. It needs a backlight to make the images visible. In short, LCDs create
images by controlling light using liquid crystals and color filters.

c. OLED (ORGANIC LIGHT-EMITTING DIODE) – is a screen technology used in

devices like smartphones and TVs. Unlike LCDs, OLED pixels emit their own light,
so there's no need for a separate backlight. Each pixel is made of organic materials
and produces its own light when an electric current passes through it. This allows
for vibrant colors, deep blacks, and thinner screens. OLED displays offer better
contrast and flexibility in design compared to LCDs. In short, OLED is a screen
technology where each pixel emits its own light, resulting in better colors and
thinner screens.

5. IMMERSIVE TECHNOLOGY - is tech that makes you feel like you’re inside a different world
or reality. It surrounds your senses with computer-generated experiences.

a. AR (Augmented Reality) – is a technology that superimposes digital information,

such as images, videos, or 3D objects, onto the real world, typically through a
smartphone, tablet, or smart glasses. This overlay of digital content onto the
physical environment enhances our perception and interaction with the real
world, creating immersive and interactive experiences.

b. VR (Virtual Reality) – is a technology that creates a completely

computergenerated environment, immersing the user in a digital world. It
typically involves wearing a headset or using a device that isolates you from the
 real world and allows you to interact with and experience a simulated, virtual
environment.

6. ADDITIVE MANUFACTURING (3D printing) - is a technology that builds objects by stacking

thin layers of material on top of each other. It's used to make various items, from custom
prototypes and toys to complex aerospace components and medical implants. It's like
crafting a sculpture one tiny piece at a time until you have the final product.

BRIEF HISTORY OF VISUAL TECHNOLOGY

[CAVE PAINTING SCENE] Alright, let's set the stage in the time of cavemen. Picture or imagine this: our
early human pals, armed with rocks and natural pigments, started painting on cave walls. These weren't
just scribbles; they were stories! Imagine it like doodling your day's adventures on your bedroom wall –
our ancestors were the OG artists!

[ANCIENT CIVILIZATIONS SCENE] Fast forward a bit to the ancient civilizations like Egypt and
Mesopotamia. They got creative with hieroglyphics and cuneiform – basically, the world's first emojis!
These cool symbols were like ancient texts but in picture form, sharing stories and secrets without uttering
a single word.

[RENAISSANCE SCENE] Now, let's hop into the Renaissance era. Think of it as a time when artists
discovered the magic of perspective. Suddenly, their paintings looked 3D! Leonardo da Vinci and pals were
like the rockstars of painting, bringing their canvases to life with depth and realism. It's like upgrading
from a stick figure drawing to a full-blown masterpiece!

[COMPUTER GRAPHICS SCENE] Zoom ahead to the groovy 1960s and 1970s. Scientists started playing
with computers, making them draw funky patterns and simulate weather. It was like a digital disco, where
computers showed off their moves with pixels dancing on screens. Computers were getting artsy!

[COMMERCIAL COMPUTER GRAPHICS SCENE] We're in the1980s now. Commercial computer graphics
software hit the scene, and suddenly, everyone was a digital artist! Designers, artists, and storytellers
embraced the digital canvas, turning dreams into pixels and polygons. It was like a big, colorful playground
for creativity!

[DIGITAL IMAGING SCENE] Fast click to the 1990s and beyond! Digital cameras appeared, making
photography a snap – quite literally! Instead of film, photographers used digital magic to capture moments
instantly. These digital images became the stars of ads, news, and entertainment, dazzling screens
worldwide.

[3D RENDERING SCENE] Next, we delve into 3D rendering. This technology allows us to create
photorealistic images and animations using computer algorithms. It all began in the late 1980s when the
first 3D rendering software emerged, rapidly establishing itself as a cornerstone of the film and video
game industries.

[VIRTUAL REALITY SCENE] In recent years, we've witnessed the emergence of groundbreaking visual
technologies: Virtual Reality (VR) and Augmented Reality (AR). VR immerses users in computer-generated
environments, offering immersive experiences, while AR overlays digital information onto the real world,
enhancing our perception and interactions. These technologies have found diverse applications across
fields such as gaming, education, healthcare, and architecture, demonstrating the continuous evolution
of visual technology.

IMPACTS OF VISUAL TECHNOLOGY TO MODERN AGE

ENTERTAINMENT:

1. Streaming Services: The rise of streaming platforms like Netflix, Amazon Prime Video, and
Disney+ has changed the way people access and consume content. These services offer vast
libraries of visual entertainment on-demand, reducing the need for traditional cable or
satellite TV.

2. Video Games: The gaming industry has been revolutionized by visual technology. Games now
feature lifelike graphics, complex worlds, and virtual reality experiences that provide a higher
level of engagement and interactivity for players.

3. Digital Effects: Visual effects (VFX) have become an integral part of the entertainment
industry, allowing filmmakers to create jaw-dropping sequences, creatures, and
environments that were previously impossible to realize.

EDUCATION:

1. Virtual Reality (VR) and Augmented Reality (AR): These technologies offer immersive
learning experiences. For instance, VR can transport students to historical sites, while AR can
overlay information on the real world, enhancing subjects like anatomy or geography.

2. Visual Aids: Visual technology has made it easier for educators to use visual aids like
presentations, diagrams, and animations to explain complex ideas. This aids in
comprehension and retention of information.

3. Interactive Multimedia: Educational software, simulations, and interactive multimedia have

made learning more engaging and effective. Subjects that are traditionally challenging to
teach, such as complex science concepts, can be visualized and interacted with through
simulations.

BUSINESS:

1. Digital Creation and Editing: It allows quick and easy document creation, editing, and
collaboration, as well as the use of digital tools to facilitate the creation of eye-catching
marketing materials, including digital ads, social media content, and email campaigns that
lead to productivity and efficiency.

2. Print-on-Demand Services: These services enable businesses to create and deliver printed
materials as needed, reducing waste and inventory costs. It is essential for artists to reproduce
their artwork at high quality and easily monetize their work.
 3. Social Media and Marketing: Visual technology is central to the marketing efforts of many
businesses. Social media platforms rely heavily on visual content to engage and attract
audiences. Businesses can leverage these platforms to promote their products and services.

MEDICINE:

1. Medical Imaging: Visual technology has revolutionized medical imaging. Techniques such as
X-rays, MRI (Magnetic Resonance Imaging), CT scans (Computed Tomography), and
ultrasound rely heavily on advanced visual technology to create detailed images of the human
body. These images are essential for diagnosing and monitoring various medical conditions.

2. Telemedicine: Visual technology is integral to telemedicine, enabling healthcare providers to

conduct remote consultations with patients through video calls and share visual information
like medical images and charts.

3. Wearable Health Devices: which are equipped with visual technology, like cameras and
sensors, can monitor a patient's vital signs and symptoms continuously. This data can be
transmitted to healthcare professionals, allowing for remote patient monitoring and early
intervention.

Current Trends about Visual Technology

 First one is the use of Virtual Reality and Augmented Reality. With the use of Virtual and
Augmented Reality, we can interact with objects that do not exist in real life, transforming how
we interact with digital objects. VR refers to the simulated experience that can be similar or
completely different from the real world, and AR overlays digital information to the real world.

 The 2nd one is High-Resolution Displays, with high-resolution displays we can see an object in
the digital world more precisely, this contains 4k and 8k resolutions, so it means that the projected
image or video is more detailed and closer to reality.

 The last is Imaging Technologies, imaging technologies continue to advance even today enabling
new possibilities in different fields such as photography, medical imaging, and surveillance. An
example of this is the integration of Artificial Intelligence (AI) and Machine learning into imagining
technologies. AIpowered algorithms can analyze images in real-time, enabling the use of facial
recognition, object detection, and scene understanding
Visual Narrative

Group 4

VISUAL NARRATIVe - is storytelling presented in a visual format. It can appear in any kind of medium
including arts, photographs, visual graphics and renders which allows the viewer to empathize more
deeply with the piece.

- Visual narratives are everywhere. They not only reflect our everyday lives but also influence our
ideas, views, and values. Visual narratives have the power to create our realities, convey
information, and demand our attention.

THE IMPORTANCE OF VISUAL NARRATIVES IN DATA STORYTELLING

DATA STORYTELLING

- Visual narratives play a critical role in data storytelling and communication. They allow us to better
comprehend complex information, engage audiences, and persuade through data-driven
evidence. By incorporating well-designed visual narratives into our work, we can leverage the
power of visuals to tell compelling stories and make better decisions.

1. ENGAGEMENT: Visual narratives captivate and engage the audience more effectively than plain
text, making information more accessible and memorable.

2. AESTHETIC APPEAL: Visual narratives can be aesthetically pleasing, enhancing the presentation
and drawing viewers in.

3. STORYTELLING: Visual narratives enable storytelling, which is a powerful tool for conveying
complex ideas, emotions, and concepts.

4. IMPACTFUL: Visual narratives have the potential to convey messages and evoke emotions more
powerfully than words alone.

5. EFFECTIVE COMMUNICATION: They facilitate efficient communication by simplifying complex

information and making it easier to understand.

6. RELATABILITY: Visual narratives can be relatable to a broad audience, transcending language and
cultural barriers.

THE KEY ELEMENTS/COMPONENTS OF VISUAL NARRATIVES

 THE VISUAL - Visual narratives rely on images, photographs, illustrations, or videos as the primary
medium for storytelling. These are the visual storytelling components that will bring the story or
message to life.
 SCENE AND SETTINGS - Visual narratives rely on images, photographs, illustrations, or videos as
the primary medium for storytelling. These are the visual storytelling components that will bring
the story or message to life.
  CHARACTERS - Even if the subject matter is highly abstract, characters allow to express and
progress the ideas within the narrative. You can use your audience insights to make these
characters appealing and engaging to viewers, improving the impact of your visual storytelling
and your message.
 STYLE AND TONE - The style and tone which underpin visual storytelling can help create emotion
and set moods. Through choices around colour and imagery, it can also incorporate the message
or the idea.
 ANIMATION AND MOVEMENT - Movement and animation guide viewers through the story,
framing the action and focusing attention on the points and moments you want viewers to take
in. More than this, they can add extra engagement, humor and charm. If your visual storytelling
is animated, this could be through a character’s facial expression or the way a prop moves.
Features like these only make the engagement and entertainment of visual storytelling stronger

HERE ARE FOUR KEY FACTORS IN CREATING EFFECTIVE VISUAL NARRATIVES:

1. CHOOSE THE RIGHT VISUAL - Select the most appropriate chart or graph type to represent the
data effectively. For example, bar charts are great for comparing individual values, while line
charts are apt for showing trends over time.
2. SIMPLIFY AND FOCUS ON WHAT’S IMPORTANT - Remove any unnecessary elements and guide
your audience’s attention to the most important aspects of the data.
3. MAKE IT ACCESSIBLE - Ensure that your visual narrative can be easily understood by a wide
audience, including those with visual disabilities, by using clear labels, legends, and appropriate
colors.
4. ADD CONTEXT - Provide explanations and insights to help your audience understand the data and
its significance.

POPULAR VISUAL NARRATIVE EXAMPLES

 COMIC BOOKS AND GRAPHIC NOVELS - use a combination of visuals and text to tell compelling
 MANGA - Japanese manga, such as "Naruto, " "One Piece, " and "Death Note, " are renowned for
their intricate visual storytelling.
 FILMS - Movies like "The Lord of the Rings, " "Star Wars, " and "Inception" use visual elements to
transport audiences to different worlds and tell intricate stories. A great example of this is “A
quiet place’’
 TELEVISION FILMS - Series such as “Mr Bean” and “Rabbids Invasion” employ visual storytelling
techniques to engage viewers across multiple episodes.
 CHILDREN BOOKS - Picture books like "Where the Wild Things Are" and "The Very Hungry
Caterpillar" tell stories primarily through images and illustrations.
 PAINTINGS AND ARTS - Classic artworks like "The Last Supper" by Leonardo da Vinci and
"Guernica" by Pablo Picasso convey narratives or themes through visual compositions.
 PHOTOGRAPHY - Photojournalism and documentary photography often capture compelling
narratives in a single image, such as Dorothea Lange's "Migrant Mother."
 WEBCOMICS AND ONLINE VISUAL STORIES - The internet has given rise to a wealth of webcomics
and online visual narratives, such as "xkcd" and "Homestuck."
 VIDEO GAMES - Games like "Fleeing the Complex" "Robbery Bob" and other mouse-click games
use interactive visuals to create immersive narratives.
 ADVERTISING AND MARKETING CAMPAIGNS - Visual storytelling is frequently used in advertising
to convey brand messages and engage audiences effectively. Examples are Fast food
banners/commercials.
Art Criticism

Group 5

VISUAL ART CRITICISM - can be defined as the assessment of an object or an artwork on the basis of its
presentation or aesthetics. This can be represented using visual elements of the artifacts, including the
colors, shades, patterns, lines curves, shapes and textures.

BRIEF HISTORY ABOUT ART CRITICISM

- The history of the critique of art is a record of the reactions that produced a social and aesthetic
change in the public perception and idea of art, sometimes justifying its shift in direction. As far
back as antiquity, philosophers have theorized about and criticized art.
- Plato considered art to be a less advance type of knowledge, if not an outright illusion of it, while
he too saw art as a sort of imitation.
- Aristotle states clearly in his Poetics that art is a moral matter as it deals with human character.
- Plotinus popularized the concept that art could be full of beauty and that its worldly beauty is a
mirror of greater, divine beauty.

ART CRITICISM – THE PROCESS

1. DESCRIBE - Describing is the act of using words, images, or other means to convey information or
convey a detailed account of something to help others understand or visualize it.
a. Guides on how to describe an art:
i. Who: is the artist?
ii. What: is the title of the work?
iii. When: was the work created?
iv. How: did the artist made it?
b. Describe the various visual elements present in the artwork, including:
i. Color
ii. Lines
iii. Shapes
iv. Texture
v. Space
2. ANALYZE - Mentally separate the parts or elements, thinking in terms of textures, shapes/forms,
light/dark or bright/dull colors, types of lines, and sensory qualities. In this step consider the most
significant art principles that were used in the artwork. Describe how the artist used them to
organize the elements.
a. Analyze the principles of design:
i. Balance
ii. Unity
iii. Movement
iv. Pattern
v. Emphasis
 vi. Rhythm
vii. Contrast
3. INTERPRET - Interpreting an artwork involves analyzing its elements, understanding the artist's
intention, and using feelings and emotions as guides to interpretation
a. Guide questions:
i. What do you think it means?
ii. What feelings do you have when looking at this artwork?
iii. Why did the artist create the work?
iv. Do you think there are things in the artwork that represent other things/or
symbols?
v. How this relate to you and your life?
4. JUDGEMENT - It is your evaluation of the artwork based on the steps 1 (describe), 2 (analyze), and
3 (interpret). It is about giving your opinion about the artwork.
a. Decide whether you think the work is successful or not. Your aim here is not necessarily
to decide whether the art is “good” or “bad”. Instead, focus on whether you think the
work is “successful o not.”
b. Explain how you are judging the work. Once you have decided on a few aspects of the
work to judge, clearly state the focus of your evaluation.
i. For example, you may state that you are judging the piece on how well organized
it is, how well done it is technically, and how successfully it portrays the intended
mood or themes.
c. Summarize why you think the work is successful or unsuccessful. In a few sentences,
explain your judgement of the work. Give specific reasons for your judgement, based on
your interpretation and analysis of the work.
i. For example, “ it think this work succeeds because the harmony of light, shape,
gesture, and line all work together to effectively portray the mood of the subject.”
d. It is your evaluation of the artwork based on the steps 1 (describe), 2 (analyze), and 3
(interpret). It is about giving your opinion about the artwork