Visual Literacy Guide
•
•
•
•
The basic definition of visual literacy is the ability to read, write and create
visual images. It is a concept that relates to art and design but it also has
much wider applications. Visual literacy is about language, communication
and interaction. Visual media is a linguistic tool with which we
communicate, exchange ideas and navigate our highly visual digital world.
Visual texts are constructions – the result of a series of choices made by
their creators.
Visual images, like all texts are created for particular purposes and
audiences.
Visual texts and the techniques they use reflect ways of thinking about the
world we live in.
Visual texts can reinforce particular ways of thinking about the world we
inhabit.
What is being advertised . . . . .?
The advertisement is for the World Wildlife Fund.
Questions:
• Were you surprised to see what the
advertisement was for?
• What is meant by the caption “You can’t
afford to be slow in an emergency?”
• Why do you think there are no animals in the
image when the advertisement is for the
World Wildlife Fund?
• What mood is created in the visual?
Representation and Text Design
• Salience: The visual weight allocated to
elements in a graphic.
• The reading Path: How the eye is led through
the image.
• Vectors: The lines that lead the reader/viewer
from one element to another.
SALIENCE
Ambulance
is the focal
point of the
image
SALIENCE
Ambulance
is the focal
point of the
image.
Then, our
eye is
drawn
toward the
burning car
SALIENCE
Ambulance
is the focal
point of the
image.
Then, our
eye is
drawn
toward the
burning car
This creates the READING PATH
VECTORS: Lines that lead the eye from one element to another
On your own copy of the image, draw in the vector lines . . . . . .
VECTORS: Lines that lead the eye from one element to another
VECTORS: Lines that lead the eye from one element to another
VECTORS: Lines that lead the eye from one element to another
VECTORS: Lines that lead the eye from one element to another
Representation & Interaction
•
•
•
•
•
Gaze: Demands and offers
Subjective or objective viewpoints
Social Distance
Lighting and Colour
Modality and Credibility
Social Distance: This image utilises a long
shot. It establishes a scene that contains
many levels of meaning.
Social Distance: This image utilises a long
shot. It establishes a scene that contains
many levels of meaning.
Subjective Viewpoint: We view
the image as though we are
passing the scene on the road.
Social Distance: This image utilises a long
shot. It establishes a scene that contains
many levels of meaning.
Subjective Viewpoint: We view
the image as though we are
passing the scene on the road.
Colour: The yellow
of the uniforms
indicates an ironic
element of
cheerfulness . . . .
Social Distance: This image utilises a long
shot. It establishes a scene that contains
many levels of meaning.
Subjective Viewpoint: We view
the image as though we are
passing the scene on the road.
Colour: The yellow
of the uniforms
indicates an ironic
element of
cheerfulness . . . .
which is juxtaposed
with the image of the
burning car.
Social Distance: This image utilises a long
shot. It establishes a scene that contains
many levels of meaning.
Lighting: The use of contrast and a cloudy
sky creates a sombre mood.
Subjective Viewpoint: We view
the image as though we are
passing the scene on the road.
Colour: The yellow
of the uniforms
indicates an ironic
element of
cheerfulness . . . .
which is juxtaposed
with the image of the
burning car.
Social Distance: This image utilises a long
shot. It establishes a scene that contains
many levels of meaning.
Lighting: The use of contrast and a cloudy
sky creates a sombre mood.
Subjective Viewpoint: We view
the image as though we are
passing the scene on the road.
High Modality: The image is made more
credible through its realism.
Colour: The yellow
of the uniforms
indicates an ironic
element of
cheerfulness . . . .
which is juxtaposed
with the image of the
burning car.
Social Distance: This image utilises a long
shot. It establishes a scene that contains
many levels of meaning.
Lighting: The use of contrast and a cloudy
sky creates a sombre mood.
Colour: The yellow
of the uniforms
indicates an ironic
element of
cheerfulness . . . .
which is juxtaposed
with the image of the
burning car.
Subjective Viewpoint: We view
the image as though we are
passing the scene on the road.
High Modality: The image is made more
credible through its realism.
Humour: Used
here as a contrast to
the serious issue.
The Rule of Thirds
• The rule of thirds is a simple principle that is
often applied by photographers, artists, filmmakers and designers to ensure a well
balanced image.
• The image is broken up into a 9 part grid and
points of focus are placed on the intersecting
lines.
The Rule of Thirds
The Rule of Thirds
See how the ambulance sits in
the middle of this line.
TEST YOUR KNOWLEDGE
See how well you can identify visual
techniques and discuss the
construction of meaning in the
following images.
Comparison of Images
What technique has been mirrored and why?
You must consider the context of the images.
Revolutionary statue in Communist China
Nike ad from Beijing Olympics
What technique is used here and
to what effect?
Identify the use of gaze.
What does it communicate about character?
How is mood created?
The Power of an
Image