Text and Visual Information
Visual Design Tools
Examples of vector graphics programs:
• Adobe Illustrator – Illustrator is the industry
standard for creating vector graphics. It is used by
professional graphic artists and has powerful
capabilities, but it has a fairly steep learning curve
and is relatively expensive. Currently (2014)
Adobe has adopted a subscription model for
marketing their Creative Studio software
programs, including both Illustrator and
Photoshop.
• iDraw – A great inexpensive alternative to Adobe
Illustrator for creating graphics. Macintosh only.
http://www.indeeo.com/idraw/mac.html
• OmniGraffle – An excellent, powerful, easy-to-use
program; great for flowcharts, diagrams, as well as
various kinds of vector graphics. Mac and iPad
only. https://www.omnigroup.com/omnigraffle
Visual Design Tools
Examples of image editing (pixel manipulation)
programs:
Adobe Photoshop – Industry standard
program for image editing. Very
powerful, widely used by professionals.
Pixelmator – An excellent, inexpensive imaging
software program available for the Macintosh.
Pixelmator can do most of what Photoshop can do
for a fraction of the price.
http://www.pixelmator.com
Understanding Visual Texts
Visual Texts
Texts that are
created using
still or moving
images
May or may
not contain
words
Visual Text Comprehension
Understanding images and words in the context it is being
used.
Bring life experiences and background knowledge to what is
being read/reviewed
All visual texts are influenced by the cultures, values,
ideologies, and world views in and through which they are
created or consumed.
Eg. Family photo in your home vs. a family portrait in a
magazine
How to Interpret Visual Texts
Identify the different visual design elements and
principles that make up the text.
Design Elements •Design elements (basic units) include:
Lines - can be straight or curved, vary
in thickness, designated by a stroke
Space - the “canvas” or frame in or implied (as when aligned objects
Size - used to show the relative
which you are working, e.g., page or or text blocks form an implied line).
importance of objects and
screen, as well as the space between Lines guide the eye of the viewer, so
information
items within it. use of lines is an effective way to lead
a viewer to the key part (focal point)
of your message.
Pattern - repeating lines or shapes, or
Texture - gives a sense of depth, Value - refers to the tonality of an
patterns, can be aesthetically
which can give visuals a more image. Values are shades of gray
appealing and give a sense of order
sensual, tactile feeling. from black to white.
or wholeness to a design
Color - creates impact and strongly
affects the mood your design
conveys. Be judicious in using vivid
colors.
• Design Principles (rules of good design)
Design • include:
Principles
Focal point - the center of
Contrast - engages the viewer
interest of the design. Be aware
of where you want the viewer’s
by making the design more
eyes to look. visually interesting
Balance - the use of space in the
distribution of objects and colors. The
sense of balance or symmetry affects Rhythm - the use of lines to
the viewer’s emotional response. For direct the viewer's eyes around
example, a perfectly symmetrical
the page or screen. Vertical,
design may result in tranquility or
boredom while an asymmetrical horizontal, and diagonal lines
design may create excitement or direct the eyes in different
anxiety. directions and convey different
emotions.
Perspective - providing a sense of
depth (usually thought of in terms of
foreground, middle ground and
background) and include using a Unity - consistency and
horizon line, relative size and scale of
objects, linear perspective
cohesiveness in the overall
(converging lines to convey distance), design. Everything works
and color and value (darker, richer together to make one unified
colors appear to be in the whole.
foreground).
Images
These are mental representations, pictures
of objects, people or animals or nay
diagram that provides visual information.
Images in a visual text may contain:
• People, animals, or object participating in an action
• Flow charts or maps or labelled images showing a
concept or an idea
• Symbols or icons
What does
this picture
show?
Images
Angles – looking down vs. looking
up
• Looking down at someone conveys
a sense of power or control
• Looking up at a person or object
can make us feel vulnerable
These also include:
Words (Titles, headlines,
captions)
Typographical features (type of
font, font size)
Layout (spatial arrangement of
different elements in a text)
Words (Titles, headlines,
captions)
Title – main topic of the poster
Headline – main statement that tells
the main message of the poster;
usually the largest and the boldest font
Captions – typed text under
photographs explaining the image and
usually one sentence
Words (Titles, headlines, captions)
Target audience Choice of words
literal, inferential,
Information being evaluative
conveyed (understanding of the
text)
Typographical features –
font type and size
Are the fonts in capital letters or
non-capitalized letters?
Are some words intentionally larger
or smaller for any reason? Why?
Usually determines the reading
paths of reader/viewer.
Reader will tend to be attracted to
the larger fonts used in the text
LAYOUT
Placement of elements in text can influence the meaning of the image.
Types of placement:
Top/bottom – top contains the ‘attention-grabber’; bottom contains new information
Left/right – left side contains information that is understood; right side presents new information
Note: not all of these ‘codes’ apply to every image – images are shaped according to purpose and
effect their creators wish to achieve.
