LESSON 1

Visual
Communication -
The Power of Images
Group 3
 OPTICAL
ILLUSION
W h a t Are Optical
I llusions ?
According to Michael Bach, a vision scientist
and professor of neurobiophysics at the
University of Freiburg Eye Hospital in
Freiburg, Germany, "Optical illusions are a
mismatch between the immediate visual
impression and the actual properties of the
object." Optical illusions are not malfunctions
of the eyes or brain. They are a disagreement
between your eyes and your brain.
H o w Do Optical
I l l u sions Work?
Optical illusions happen
when your brain struggles
to connect what it is
seeing with what it
expects to see.
 There are specific categories of
illusions:

Ambiguous
-Illusions
pictures or objects that toggle
between alternative
interpretations. The Rubin's Vase
Distorting
- These illusions distort length,
Illusions
position, curvature, and size. A
classic example of a distorting
illusion is the Ponzo Illusion, in
which two identical lines look
Paradox Illusions
- Paradox illusions would be impossible in
three dimensions. However, they look
believable in two-dimensional drawings.
These illusions rely on the brain's
misunderstanding that two edges must
always connect. A famous example of a
paradox illusion is "Ascending and
• Can Op tic a l
Illusions H a rm M y
Eyes?
According to the Mayo Clinic,
optical illusions will not hurt your
eyes unless you look at them for a
long time and develop mild
eyestrain. However, if you
experience double vision or pain,
it may be a sign of a serious
• Are There Real -Life Optical
Illusions?
• Can Optical Illusions Be
Helpful?
• Do Animals Use Optical
 VISUAL
COMMUNICATION
 "People only tend to
remember 10% of what they
hear and 20% of what they
can read. However,they
actually tend to remember
80% of what they see".
-
Creatly Blog
Visual Communication
- as "the process of using
visual elements to
convey ideas,
information, and data" in
attractive and impressive
In comparison to plain
words, visual
communication is a more
powerful tool to easily
absorb, understand and
remember a message .
 I m p o r t a n c e o f Vi s u a l
Communication

1. Visual communication saves time

by relaying messages faster.
2. Visual communication ensures that
a clear, unified message is delivered.
3. Visual communication helps to
provide a shared, consistent
experience.
4.Visual communication results in
better retention of the information.
V I S U A L T E XT
Visual Texts
- are images or
picture that do not
move.
 Ty p e s of V i s u a l Te x t s

• • Comic
Advertising strip
• Billboard • Cartoon
• Poster •
• Painting Infographic
• Drawing • Memes
The Elements of
Visual
Communication
Any form of visual
communication consists of
building blocks that can be
combined to create a larger
composition or design.
1.Points and lines -are the
basic elements of any visual
design. Points can draw
attention, while lines—whether
straight, curved, or zigzag—help
shape the overall look.
Different types of lines and
points can be used to create
shapes, patterns, and designs,
giving each image its own
distinct style.
2. Shapes and forms greatly
impact a design's look. Shapes,
made from lines, catch the
viewer’s eye and can create
different styles, from simple
geometric ones like circles and
natural, flowing shapes. Forms
are three-dimensional shapes, like
pyramids and spheres, adding
depth and volume to the design.
3. Color. In visual compositions,
color is the first thing that people
notice. Color can influence
emotions and perceptions.
Different colors evoke different
feelings in people.
Colors are a powerful visual
design tool since each color
communicates so much
meaning.
4. Value is the structure
behind color. Value is the
lightness or darkness of a
It is the contrast between black
and white and all the tones in
between. Both color and black
and white can use value The huge
differences in values is contrast.
5. Space is the area between
and around objects. Modifying
the quantity of space around
an object can change how we
see it.
6. Scale. In visual
communication, size really
matters. Size can establish the
hierarchy of importance of
visual elements. Larger objects
and letters command more
to smaller elements. Scale
guides the viewers to the
essential design elements and
help them focus on the main
message and goal of the visual
composition.
7. Layout is how text and images
are arranged in a design. It helps
guide viewers through the
message clearly and effectively,
making sure they see the most
important information in the right
8. Texture is the surface of
characteristic that can be seen
and felt. Textures might be soft or
hard, rough or smooth. Often,
textures are implied.
The Principles of
Visual
Communication
• When textures, colors, forms,
or shapes are harmoniously
mixed, a work of art achieves
balance.

a. Symmetrical Balance
b. Asymmetrical Balance
• Contrast
• Rhythm or Movement
• Emphasis
• Pattern
• Proportion
• Unity
How to Analyze
an
Advertisement ?
Analyzing a Tv Commercial
1. Find out who the commercial's
target audience is.
2. Look at the ad's attention-
grabbing strategies.
3. Analyze the tone that the
advertising is attempting to
4. Ask yourself how the
soundtrack makes you feel
after listening it.
5. Think about how the
commercial's cast of actors has
aff ected you.
6.Think about how the
 Evaluating Advertisements
in Print Media
1. Identify the advertisement's target
demographic.
2. Examine the advertisement's
action or activity.
3. Take a look at the ad's text and the
words that are employed.
4. Examine the advertisement's usage
of images.
5. Consider the context and the
intended response it is intended to
provoke.
6. Take note of the spatial placement
of each element in the advertisement.
GROUP 3
• Arianne Louise Macaranas
• Jose Rafael Arisga
• Xander Aralin • Melanie Aragon
• Stefany Frias • Jennilyn Nevado
• Isabelle Pascual
THANK YO U
FOR
LISTENING !