Visual design

What is Visual Literacy?

• Visual literacy may be defined as the ability to design and interpret
visual images with the intent to communicate ideas.
• In the business world, visual literacy is the ability to both read and
write visual information; the ability to learn visually; to think and
solve problems in the visual domain (international Society for
Technology in Education, 2012).
• Most business will seek some form of visual representation whether
it is the creation of their logo or more direct forms of advertising to
present their product and services to their clients.
Why is Visual literacy important?
• In today’s world of business it is imperative to communicate
effectively, instantly and universally not only by means of text, but
also through a thoughtful selection of images that convey a range
of meanings, which will be interpreted to represent abstract ideas.
• What are the Basic Elements of Visual Images?
Visual designers agree on ten basic elements of design. They are:
1. Line- connects any two points, divides space and directs gaze to a
specific place
2. Colour – acts as background, creates mood, identifies a brand
3. Shape – points of identification, which add interest, establishes
boundaries
4. Space – areas of blank space on the page, which illuminate other
images
5. Texture – creates the image of three-dimensionality on a two-
dimensional surface
6. Typography – refers to the style of font selected to convey the
• message
• Scale – indicates the comparative sizes of objects, which add interest
and emphasise ideas
• Dominance – refers to the selection of other elements such as
colour and shape to provide emphasis and contrast
• Balance – indicates evenness or proportionality of objects; may
produce symmetry or asymmetry
• Harmony – involves the unifying of all elements to create agreement
and coherence
Line
Lines are a common feature in newspapers and magazines and
readers have developed an understanding as to how to interpret
them and thus how to gain knowledge from what they are reading.
The drawn on the newspaper page compartmentalises the
information to ensure the reader is able to discern the different
stories and elements of the article.
Colour
In advertising, each of the elements is carefully utilised to accomplish
a specific purpose in the advertisement.
For instance, the use of colour in perfume advertisements is one of
the most common methods to evoke emotion in the reader.
Fresh image communicates fresh perfume
• In the advertisements for the perfume Global, the predominant use of white
creates emotions of coolness and freshness associated with the fragrance of
the perfume.
• The use of the colour white is enhanced by the direct gaze of the model
which also confirms these emotions.
• Similarly, the way her head is bent towards her pulse achieves exactly what
the creator of the advertisement intended- to draw the viewer’s primary scan
of the image firstly along the horizontal and then along the vertical axis.
• Full smile further communicate the emotions created by the fragrance of the
perfume as well as the vivaciousness of the person who wears it.
• At first glance one sees the image of the model and then the bottle of
perfume.
• The text in the advertisement is secondary to the image and the careful
selection of colour enhances the real message: it evokes cool, fresh look.
Shape
The shape of the auto advertisement suggests the all inclusive nature of the
design and functionality of the car, communicating to the audience that this
vehicle will meet all of the person’s needs whether as a single or a family driver.
The vehicle is advertised as meeting all the needs of all the people.
Space
Space is essential in any visual image to separate concepts and pieces of
information. The designer is advised to avoid cramming too much text and too
many visuals onto a page.
This creates information overload, which confuses the reader and buries the
message.
The Toyota advertisement utilises space effectively by focusing the viewer’s
attention on the flexibility of the car for multiple users.
Because the ad is minimal in design, the eye pay attention to the car presented.
Liquid texture of the lipstick subtly communicates the smoothness of the product
Texture
Photographs for advertisements are created to emphasise certain elements of the
product.
In the advertisement for Brand lipstick, the texture, which is such a relevance aspect
of the product’s quality is evident in the way it is displayed.
Its smoothness, silkiness and lustre are visually presented even in this one-
dimensional format, making the product more attractive to the audience and
fulfilling the quality requirements they are looking for when purchasing such an
item.
Typography
The form of letters in visual design plays one of the most significant roles in
communication today.
Verbal information is conveyed, but the shape and colour of the letters also
stimulate emotion that has an impact on the reader’s interpretation of the message.
• Calligraphy, is one of the oldest art forms as well as one of the most elaborate,
has through digitalisation, become a means of communicating to readers.
• It has three-fold effect. First it places emphasis on the of the product, it
extends the movement of the dress and arms of the model and it also confirms
the message in the text that one can simply tell the model’s swirling dress
• Her beauty further enhances the desirability of the product.
Scale
• Newspapers and magazines regularly experiment with different kinds of
colours and visuals to attract the reader, and contrast is another important
design concept.
• Different sizes and colours of text as well as different shapes draw the eye of
the image
• The bold and enlarged font size used in the headline of the article evokes
strong emotions in the reader.
Visually combining texts and photographs to enhance narratives
• Dominance
By creating a bold, highly visible element in your image, you immediately draw
the reader’s attention to this portion of the page.
What you select to dominate your picture should determine the mood and
message of your visual. Draw the reader’s attention to the main focal point of
your message
Balance
The alignment of the visual elements in combination with text is also a popular
method in advertising. According to Jacci Howard Bear alignment is used to
• Create order
• Organise page elements
• Group items
• Create visual connections
• Harmony
The basic design element of harmony signifies that all of the previous nine
elements have been carefully considered and constructed to ensure that
viewing the entire image creates a sense of wholeness and completeness that
works together coherently to convey one singular message.
This creates a sense of satisfaction in the viewer and they can readily
comprehend the meaning and intent of the image.
Whether we are creating or observing visual designs we will want to ask
ourselves four questions:
1. What do I see?
2. What does it remind me of?
3. What is the artist’s purpose?
4. What will I do with it?
Answers to this questions helps to contemplate if our design has been
successful in conveying its message
What is persuasive communication?
Persuasive communication is directed towards changing or altering a person’s
belief, attitudes and ultimately behaviours (Berger, 2006).
“if you would persuade, you must appeal to interest rather than intellect.”
This indicates that you must speak to the person and recognise and respond
to their needs, rather than just your desire to have them agree with you or
purchase your goods and services.
Three variables must be considered before one engages in persuasive
communication:
1. The level of change in behaviour or beliefs the investment requires
2. The level of involvement they must commit to
3. The level of skill that they must have or offer to engage in the idea
The aims of persuasive communication are as follows:
• To attempt to change or form new beliefs by introducing alternative product
or technology
• To appeal to the reader’s value systems, outlining contributions to personal
or social welfare
There are five persuasive communication techniques that are helpful in the
process of persuasion. They are:
• Know your audience and focus on their needs. When someone believes you
are interested in helping them, they are more inclined to listen to what you
have to say.
• Use terms and phrases that appeal to their interest and indicate the benefits
of the products, services or ideas.
• Address any negatives with a positive appeal.
• Choose personal interaction such as face-to-face, telephone call or email
rathar than a more formal, distant approach
• Discuss a solid approach with your listener that outlines clearly how they can
move forward in a convenient, affordable and effective manner.
• In advertising and presentations, even business letters carry an appeal to the
reader.
Appealing to your audience
Consumers ultimately ask themselves: how will I benefit from this product,
programme or presentation? Is it worth the time, effort and resources I must
invest in it?
This vital questions drive the decision-making process of the consumer, the
communicator must discover ways to convince the consumer to walk this new
path.
Abraham Maslow’s hierarchy of needs
Psychologist Abraham Maslow (1943) developed a theory he called the
“hierarchy of human needs”
• In his pyramid model below, the most urgent needs- food, water, shelter and
warmth- form the basis on which every other need is built.
• The second tier (safety needs) represents security, stability and freedom
from fear. This is followed by love and belonging, which leads to self-esteem.
• The tip of the pyramid is fulfilment
• Advertisers motivate behavioural and speaking changes in the consumer by
projecting the idea that these items will meet the most urgent needs.
• To adjust the purchasing interests or habits of the consumer, the advertiser
applies the valuable four-step AID Action rule:
• ‘A’ stands for attention- efforts are made to catch attention of the audience.
A shocking statistic highlighting the problem, or a personal testimonial by a
famous person who used the product successfully is often used.
• ‘I’ refers to interest – the communication is designed to arouse the interest
of the audience. To maintain interest it is necessary to detail how a specific
problem developed, and the difficulties that it has or will cause.
• ‘D’ indicates desire – the advertiser stimulates the desire of the audience to
purchase that item. They do this by showing clearly how the product or
service will solve the problem and how positive the results will be. A ‘before’
and ‘after’ representative often works best in this phase.
• ‘Action’ – the audience is moved to purchased or acquire that item.
• Kim Harrison of Cutting Edge PR advises that communicators should do the
following in order to direct the audience to respond favourably to their
presentation:
• Establish credibility
• Address their goals to establish unity with their audience
• Use expressive language with pertinent data
• Make an emotional connection with their audience
COMMUNICATING THROUGH THE INTERNET
To sell goods and services
Generate business
Establish credentials
Question
1. Select an advertisement from a recent magazine or newspaper. Analyse it
according to the elements discussed in this chapter. Explain what makes it
a successful advertisement and how it captures the audience’s attention.
2. Design your own advertisement for a product of your choice. Take into
consideration the elements of effective design, and explain how your
advertisement uses those design features and achieves the aims of
persuasive communication.
3. Show your cell phone to a friend. Explain to them the virtues of this
product and try to persuade them to purchase your brand. Consider your
message carefully before you deliver it, utilising the various techniques
offered on persuasive communication in this chapter.
4. Examine a website of a national or global firm. Study it for its design
technique, information that it includes and your emotional response.
Would you buy their products or services based upon the website? What
recommendations for changes would you make?