Media and

Information Literacy
Week 4
Visual Media
 Objectives
1. Explain the principles in designing text and visual elements
2. Evaluate the impact of text and visual content and forms
3. Design a personal brand or logo using appropriate text and
visuals
4. Spread positive and affirming information through visual
media.
 Visual Information & Media
Visual information and media are materials, programs,
applications and the like that teachers and students use to
formulate new information to aid learning through the
use, analysis, evaluation and production of visual images.
The following are types of visual media:
 Visual Information: Purpose
The primary purpose of visual information is to gain attention,
create meaning, and facilitate retention, but how can you create
a striking visual? First, you must consider the visual elements, or
the basic units in the construction of a visual image.
The Design Elements are:
 Types of Visual Media

01 Photography 02 Video
Mt. Makiling, shot using phone
camera A scene from the short film “Kinamulatan”

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 Types of Visual Media

03 Screenshot
Screenshot from a typical online class
04 Infographic
This was created to promotenetiquette in Mary Help
of Christians College, Laguna

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 Types of Visual Media

05 comic strips / 06 Meme

cartoons Image: "Memes for NBA" by randycline5049 is
marked with CC PDM 1.0
Created by Johnrich Raymundo, Ash Nabalona and Alexandra
Ducay for Camp Vicente Lim Integrated School

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 Types of Visual Media

Graphs / Charts
07 Pie graph for DepEd Tayo Camp Vicente Lim Integrated School
FB Page
08 Visual note taking
Image: "Visual Notetaking 101“ by jonnygoldstein is licensed
under CC BY 2.0

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 The Design Elements
1. Line
This describes a shape or
outline. It can create texture
and can be thick or thin. Lines
may be actual, implied, vertical,
horizontal, diagonal, or contour.
 The Design Elements
1. Line
Take note that lines provide meaning also.
Horizontal lines are more static and calm;
vertical lines command attention and
stability; diagonal lines may convey
movement; and contoured lines may evoke
turbulence, playfulness, and the likes.
 The Design Elements
2. Shape
A geometric area that
stands out from the space
next to or around it, or
because
of differences in value,
Three implied geometric shapes can Organic shapes, like the eggplant
color, or texture. Shape be found in the picture above: pictured above, are irregular and
diamond, octagon and triangle. asymmetrical in appearance and
may also be organic. tends to have curves, as in the case
of shapes found in nature.
 The Design Elements
3. Value
The degree of light and dark in a
design. It is the contrast
between black and white and
all the tones in between. Value
can be used with color as well
as black and white. Contrast is
the extreme changes between
values.
 The Design Elements
4. Texture
The way a surface feels or is perceived
to feel. Texture can be added to attract
or repel interest to a visual element.
Two contrasting visual textures are
presented in this picture taken in
Bolinao, Pangasinan: the smoothness of
the sea and the roughness of the
contorted branches.
 The Design Elements
5. Color
Determined by its hue (name of color),
intensity (purity of the hue), and value
(lightness or darkness of hue). Color
and color combination can play a large
role in the design. Color may be used
for emphasis, or may elicit emotions
from viewers.
 The Design Elements
6. Form
A figure having volume and
thickness. An illusion of a 3-
dimensional object can be
implied with the use of light
and shading.
 The Design Elements
6. Form
A figure having volume and
thickness. An illusion of a 3-
dimensional object can be
implied with the use of light
and shading.
 Principles in Visual Design
The visual appeal of artworks depends on its
adherence to principles of design. However,
there is no strict commandment in designing. The
personal preferences of the artist remain a prime
contributing factor in designing visuals.
1. Consistency of margins,
typeface, typestyle, and
colors is necessary, especially
in slide presentations or
documents that are more
than one page.
2. Center of interest
an area that first attracts
attention in a composition.
This area is more important In a picture, the center of interest should not
actually be in the center. In fact, you must avoid
when compared to the other
the “dead center in placing the portion that you
objects or elements in a wish to highlight. The basic rule in “The Rule of
composition. This can be by Thirds.” Divide the frame into three portions
contrast of values, more horizontally and vertically using imaginary lines,
colors, and placement in the and place the point you wish to highlight at any
format. of the four intersecting points.
In portraiture, one tip in order to command
the center of interest in close ups (such as
the picture of Liza Soberano) is to place the
dominant eye at the center of the frame.
Doing so, the image would have the illusion
of staring back at you. (Liza Soberano’s
photos in her printed product endorsement
in magazines all had her dominant eye at
the center)
3. Balance – a feeling of visual equality in shape, form, value, color,
etc. Balance can be symmetrical and evenly balanced, or asymmetrical
and unevenly balanced. Objects, values, colors, textures, shapes,
forms, etc. can be used in creating balance in a composition.
4. Harmony – brings together a composition with similar units. If for
example your composition was using wavy lines and organic shapes,
you would stay with those types of lines and not put in just one
geometric shape. (Notice how similar Harmony is to Unity - some
sources list both terms).
4. Contrast – offers some change in
value creating a visual discord in a
composition. Contrast shows the
difference between shapes and can be
used as a background to bring objects
out and forward in a design. It can also
be used to create an area of emphasis.
5. Directional Movement – a visual
flow through the composition. It can
be the suggestion of motion in a
design as you move from object to
object by way of placement and
position. Directional movement can be
created with a value pattern. It is with
the placement of dark and light areas
that you can move your attention
through the format.
6. Rhythm – a
movement in which
some elements recur
regularly. Like a dance,
it will have a flow of
objects that will seem
to be like the beat of
music.
7. Perspective – created
through the arrangement of
objects in two-dimensional
space to look like they appear
in real life. Perspective is a
learned meaning of the
relationship between different
objects seen in space
7. Perspective – created
through the arrangement of
objects in two-dimensional
space to look like they appear
in real life. Perspective is a
learned meaning of the
relationship between different
objects seen in space
 Activity
DIY Brand

Create your own trademark design to be used in posters, flyers or web

pages of your dream business. This may be an online clothing store,
computer shop, hardware, garden shop, salon or spa, bakery, restaurant,
automotive shop, travel and tours, manpower services, security agency,
architectural firm, medical clinic, school, etc. Make sure to include the
most appropriate visuals and text in your brand design. Also, incorporate
your name in your brand name for a more personal feel. Here is an
example for a dream café.

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 CRITERIA
PROTOYPE RUBRICS POINTS GRADE
PROTOTYPE FUNCTION (The
prototype has unique and 40
complete function and features)
RELEVANCE (The prototype
addresses the current issue in 35
media and information.)
CONSTRUCTION OF PROTOTYPE
(The prototype is neat and 10
attractive.)
DELIVERY PRESENTATION
(Presentation of the functions 15
and information of the prototype
engages and convince the
listeners)

Total Score 100 www.yourwebsite.com