• It is defined as a way of communicating which utilizes the use of visual images to exchange information.

• Visuals help people relate to ideas and messages. It also helps in memory retention and stimulates the imagination.

Such as paintings, drawings, watercolors, graphic art, prints, sculpture, and architectural drawings and plans fall under this category.

• Images captured using a camera.

• Images captured are embedded into the light-sensitive materials (film) or stored in electronic devices (sd cards, computers)

• It include celebrations like birthdays, graduations or victory party, historical events like the inauguration of a president, execution of heroic figure, or graphical ruins of an ancient time.

• Graphic art, etchings, engravings, lithographs, woodcuts, mezzotints, posters, trade cards artist’s prints, computer-generated graphics, and book illustrations.

• A recording of visual images forming a moving picture.

• It is the continuous motion separated as frames. 

• A restored video is a new format that brings back the rich sources of documentaries and newsreels in the past that are gone due to some reasons.

The following are the factors to  ensure that the relationship between the design and the audience is harmonious, EXCEPT:

• - Effective for an illiterate receiver

• - Helps in Oral Communication
  - Easy Explanation

• - Simple presentation

• - Prevents Wastage of time

• - Helps in quick decision making

• - Popular

• - Costly

• - Complex/Ambiguous

• - Incomplete Method

• - Time Consuming

• - Selective

It is the combination of all elements in order to create messages and can be completed by mixing ideas.

• It is the learned ability to interpret visual messages accurately and to create such messages.

• Interpretation and creation in visual literacy can be said to parallel reading and writing in print literacy.

It is where planning takes place.

This is where brainstorming, research, and conceptualization takes place.

It is where the actual production of the visual material takes place.

It is where the distribution and implementation take place.

• Knowing your audience will help you narrow down what information you need to discuss and focus on.

• Always consider the demographics, which is the statistical characteristics of the audience. Each demographic demands a different kind of approach.

• Example: Age, Gender, Religion, Ethnicity, etc.

• The next step is gathering for information by using credible sources and by sorting the most important points.

• This is also where you decide on the approach based on the demographics and the information gathered. Will the material be instructional, informational, or motivational.

• Make the desired objectives. These are what the intended audience should be able to accomplish after the activity. Note that the objective must be SMART.

Targeted outcome after the activity.

Can be measured after the activity.

An objective must have achievable results.

The purpose of the objective.

It must be done in a practical time frame.

In production process, prototype is where you actually do the design.

• A way of ensuring your material will work before mass production and distribution.

• Done by asking a group of people for changes needed or improvements for materials to save costly errors.

• After pretesting, consider the given opinions in your revisions.

• Repeat the draft until you have achieved the criteria given in the next slide.

• The final step of the process.

• The materials are made for consumption.

It is the potential to grab the attention of the viewers through colors but remember not to be more noticeable than the actual message.

It means being simple however, simplicity in the context is not equivalent to the inability to provide all necessary information in sending a message.

It seems opposite to conciseness but its main point is to ensure that all necessary information is included in the presentation.

• Visuals have to be persuasive, it should not just only grab but to sustain the attention of making the audience believe the visual materials without hesitation.

Design Elements are the building blocks of visual design.

The simplest element in a visual image and responsible for emphasizing key ideas.

Can be straight, bent, and irregular. This may imply moods and tones even in photos.

Are lines enclose areas. Commonly used in representing ideas because of the boundaries it can provide.

Are used in order to apply appropriate lighting to the subject in order to put depth and sense to the idea.

Exhibits the illusion of touch by showing softness and roughness of a surface.

• Seen because of the light that reaches objects, which are seen by the human eyes.

• Divided into primary, secondary, and tertiary colors: Warm Colors – Red, Orange, and Yellow:  Cool Colors – Blue, Green, and Violet

• Without light, colors cannot exist.

• Also called “equilibrium” 

• It is observed in keeping the location and arrangement of elements in order.

• Distribution of visual weight.

• A feeling of visual equality in shape, form, value, color, etc.

• The principle used in order to make elements in a two-dimensional perspective appear as if they are real.

• Created through the arrangement of objects in two dimensional space to look like they appear in real life. 

• It is a learned meaning of the relationship between different objects seen in space.

• It focuses on how all visual elements are held together.

• It should have a common denominator why they exist in the first place.

• 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.

• Emphasizes “oneness” of all visual elements to achieve this there are things that should be done using the same colors, shape sizes, and use of organized shifting of elements to imply hierarchy.

• Arrangement of elements that implies "optical motion". 

• Images that suggest movements. 

• A visual flow through the composition. It can be the suggestion of motion in design as you move from object to object by way of placement and position. 

• It is with the placement of dark and light areas that you can move your attention through the format.

• Directional movement cannot be created with a value pattern. 

• Principle opposes the idea of harmony and unity. 

• Suggests that there could be variations of elements in terms of placement or representations.

• Offers some change in value creating a visual discord in a composition. 

• It shows the difference between shapes and can be used as a background to bring objects out and forward in design.

• It can also be used to create an area of emphasis.