Visual Information and Media

This lesson was designed and written with you in mind. It is here to help you master Visual Information and Media. The scope of this module permits it to be used in many different learning situations. The language used recognizes the diverse vocabulary level of students. The lessons are arranged to follow the standard sequence of the course. But the order in which you read them can be changed to correspond with the textbook you are now using.

The module is divided into two learning outcomes, namely:

LO 1 – Describe the different dimensions of visual information and media. (MIL-11/12VIM-IVc-7)
LO 2 – Comprehend how visual information and media is/are formally and informally produced, organized, and disseminated (MIL11/12-VIM-IVc-8)

After going through this lesson, you are expected to:

a) Identify the different types of visual content;
b) Describe the purposes of visual media and information; and
c) Analyze the design principles and elements used in a given visual media.

Definition of Terms

Analogous - Colors that lie next to each other on the color wheel. They typically combine beautifully and create appealing schemes for your designs.

Complementary - Complementary colors are those that lie opposite each other on the color wheel.

.GIF - Graphics Interchange Format; Capable of displaying simple animation

.JPG - Joint Photographic Experts Group. JPEG format is virtually synonymous with digital photography.

Triad - Triadic colors are those that are evenly spaced out around the color wheel, as though you're looking at an equilateral triangle.

.PNG - Portable Network Graphics. Its development was basically for the purpose of transporting images on the Internet at faster rates.

Split-Complementary - A variation of the complementary color scheme, the split-complementary technique takes a base color and then uses the two adjacent colors.

Still life photography - A genre of photography used for the depiction of inanimate subject matter, typically a small group of objects. It is the application of photography to the still-life artistic style.

Visual media and information - 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.

VISUAL INFORMATION AND MEDIA

Media and other information providers play a central role in information and communication processes. Nowadays, media become the common outlet of self-expression and creativity. Its huge influence spreads speedily across the globe. The connection between technological advances and people’s connectivity created a huge impact on the lives of today’s generation.

Text in media plays a vital role in sending an effective message. There are different types of typefaces that vary according to their uses. Proper use of font/font type helps create THE right message.

Furthermore, an effective text message can be coupled with the use of images, pictures, objects, and illustrations. Hence, visual media and information will be introduced to you.

VISUAL MEDIA

Visual media and information refers to 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. There are different types of visual media – photography, video, screen shots, infographics, data visualization (charts and graphs), comic strips/cartoons, memes, visual notetaking, etc. Visual media are either formally or informally produced.

Visual media produced by formal organizations such as schools, government, and established media/publishing outfits are considered formally produced. Other visual media are considered informally produced. Its primary purpose is to gain attention, create meaning, and facilitate retention. Visual media is consist of visual design elements. Visual design elements refers to the building blocks or basic units in the construction of a visual image.

DESIGN ELEMENTS

LINE

It 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 lines.

SHAPE

Usually a geometric area that stands out from the space next to or around it, or because of differences in value, color, or texture. Shape may also be organic.

VALUE

The degree of light and dark in a design. It is the contrast between black and white and all the tones in between.

TEXTURE

The way a surface feels or is perceived to feel. Texture can be added to attract or repel interest to a visual element. Visual texture is the illusion of the surfaces peaks and valleys, resulting in a feeling of smoothness or roughness in objects.

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. Color maybe warm, cool, or neutral.

Color combination also plays a major role in creating aesthetic appeal.

FORM

A figure having volume and thickness. An illusion of a 3-dimensional object can be implied with the use of light and shading. Form can be viewed from many angles.

THE COLOR WHEEL

The colour wheel – or colour circle – is a basic but completely essential tool for combining colours and is designed in such a way that virtually any colours you pick from it will look beautiful together.

Primary, Secondary & Tertiary Colours

In traditional colour theory, primary colours are the three pigment colours – red, yellow and blue – that can be mixed together to form any combination of other colours. Which means all other colours are derived from these three hues. Green, orange and purple make up the secondary colours – formed by mixing the primary. While tertiary colours are created by combining primary and secondary colours, for example yellow-orange, redorange, red-purple, blue-purple, blue-green and yellow-green. And because you mix primary and secondary colours, that's why tertiary colours get their two word names.

WARM/COOL COLORS

Red, orange, yellow and variations of these three colors – are vibrant and full of energy. Cool colours – green, blue and violet – offer calm and tranquility, and they're often more subdued than warm colors.

NEUTRAL COLORS

These only lighten or darken the color when blended. These are white, gray, and black. Other technical term for these is "extreme".

TINT, SHADE, AND TONE

Simply put – tints, shades and tones are basic colour concepts where you can either: make a colour lighter by adding white – the resulting colour is a tint; make a colour darker by adding black – the darker version is known as a shade; add grey to create a completely different tone.

COLOR HARMONY (Color Wheel)

COMPLEMENTARY COLORS

Complementary colours are those that lie opposite each other on the colour wheel. Red and green are complementary colours, as are red-purple and yellowgreen. These high contrast combinations create a vibrant look and must be handled with care. They're certainly tricky to use in large doses, but can be very effective for making certain elements stand out.

ANALOGOUS COLORS

Analogous colours lie next to each other on the colour wheel. They typically combine beautifully and create appealing schemes for your designs. In fact, analogous are often found in nature and are always harmonious and pleasing on the eye. Just make sure you have enough contrast in your chosen analogous scheme, i.e., use one dominant colour, the second as a support and the third as an accent.

TRIADIC COLORS

Triadic colours are those that are evenly spaced out around the colour wheel, as though you're looking at an equilateral triangle. These colour combinations tend to be quite vibrant, even if you opt for paler versions of your hues. Similar to analogous, it's important to achieve harmony and balance between the three colours that you choose – so one dominant, while the other two should be accents.

SPLIT-COMPLEMENTARY COLORS

A variation of the complementary colour scheme, the split-complementary technique takes a base colour and then uses the two adjacent colours as its complement. Again, this scheme delivers high contrast combinations but they're not considered to be as harsh.

RECTANGLE / TETRADIC SCHEME

With the rectangle, or tetradic colour scheme – you'll use four colours arranged into two complementary pairs, creating rich and beautiful combinations. Just make sure you let one colour be dominant. And pay close attention to the balance between warm and cool colours for your designs.

SQUARE SCHEME

The square colour scheme is similar to the rectangle, however this time, you've got all four colours evenly spaced around the colour wheel. Just like the rectangle scheme, you've got to allow one colour to play the dominant role. And watch out for the harmony between warm and cool colours.

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