Visual literacy week 1 slides

Visual Literacy
Marketing 320 – Week 1

Philadelphia University
Spring II 2010
Craig A. DeLarge, MBA

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© 2010, Craig DeLarge

Week 1 Agenda
• Self Introductions

• Syllabus Review

• Defining Visual Literacy

• Why We Should Care

• Elements & Vocabulary
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Self Introductions

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About Me
• PhilaU Alumni, BS Marketing,1988

• University of Westminster, MBA Design Mgmt., 2003

• Marketing Professor – PhilaU, Chestnut Hill College, St.
Joe’s, Drexel University

• Career Coach – WiseWorking.com

• Marketer - Novo Nordisk, GSK, J&J

• Mental Health Advocate – NAMI

• 21 years married with 2 (grown) children. ☺4

Introduce Yourself
• Name

• Major, Year of Study

• Occupation

• Why Taking Course (other than need for credit)?

• What You Need to Gain From Course?

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Syllabus Review

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What It Will Take To Do Well
• Attention to detail in spelling & grammar

• Clear & orderly expression of ideas & opinions

• Research! And referencing of research

• Participation in & between class

• Demonstration of your learning

• Courage – Action in Face of Fear (development)
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VizLit Questions
• Who is intended audience?

• What is intended message?

• How is communications successful?

• Why is communication successful?

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Visual Literacy:
An Introduction

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Visual Literacy is…
• The ability to evaluate, apply, or create
conceptual visual representations.

• Form of meaning making complementary
to linguistic literacy

Source: http://www.visual-literacy.org/index.html 10

Why Should We Care About VizLit?
• Aliteracy

• The Democratization of Visuals

• Communications: A Critical Success
Factor

• Critique your/other’s interpretations
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Aliteracy
• The state of being able to read but being
uninterested in doing so

• Increasing the importance of transliteracy

• Has some fearing a post-literate society

http://en.wikipedia.org/wiki/Aliteracy
http://en.wikipedia.org/wiki/Transliteracy 12
http://en.wikipedia.org/wiki/Postliterate_society © 2010, Craig DeLarge

• Aliteracy


Factor

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Democratization of Visuals
• In the pre-camera days, visual production
was largely an artistic craft

• Cameras (photo & video) has empowered
us ALL to produce visual content

• But do we know how & what we are
producing

© 2010, Craig DeLarge 14

• Aliteracy


Factor

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Communication is…
• membership in a culture

• leadership in a group

• credibility with those we need influence

• a general critical success skill & factor

• judged successful by the audience thus you
must understand how the audience perceives
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• Aliteracy


Factor

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VizLit Applications
& Examples

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Applications
Marketing: corporate communications, newsletters,
business cards, websites, video, etc.

Stakeholder communications: presentation of data
using charts, graphs, symbols

Training: one learns better through multiple modes

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Searching for Visual Literacy

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Do you know these people?

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• Lucas Teaching Communications

• Iain Anderson: Symbols on a Trip

• AT&T Across The Nation

•http://www.youtube.com/watch?v=8c_nrA_BUz4
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•George Lucas: Teaching "Communication" © 2010, Craig DeLarge

VizLit Vocab:
Elements & Levels of Expression

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Basic Communications Model
Misunderstanding
aided by noise.

Verbal/Visual

Intended Perceived
Meaning Meaning
created Intended & Perceived Meaning created
here (hopefully) reconciled here. here
http://records.viu.ca/~soules/media301/message.gif 25

A goal of literacy studies is to
close the gap between intended
& perceived meaning.

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VizLit Basic Elements

• Dot • Color
• Line • Texture
• Shape • Scale/Proportion
• Tone • Dimension
• Motion

• These are like the letters, words, & sentences in linguistic literacy.

• Literacy requires the ability to use these elements to create meaning

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VizLit Levels of Expression

• Symbols

• Representations

• Abstractions

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The better you understand Visual
Elements, the better you communicate
& comprehend
Visual input involves a myriad of symbol systems that
we use to MAKE MEANING.

Representational visual material can be recognized in
the environment & can be replicated in drawing, painting,
sculpture, and film

Abstract understructure is the form of we see in
representations which have an intended effect.

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Symbolic

Elements with encoded,
arbitrary meaning

Meaning specific to target
audience

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Representational

What we see & recognize
from environment &
experience
Realistic (photograph)
Subjective (personal view)

Form follows function

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Abstraction

Symbolic, yet assumes its
own meaning
Simplistic, evokes more
intense meaning Nike Swoosh logo represents the
wing in the famous statue of the
‘How can this be called art? Greek Goddess of victory, Nike
My child could have done
this.’

http://www.nytimes.com/interactive/2009/ 32
07/31/business/20080801-metrics-
graphic.html?ref=business © 2010, Craig DeLarge

VizLit Continuum of Expression
Contrast Harmony
All visual • Instability • Balance
communication • Asymmetry • Symmetry
works on a • Irregularity • Regularity
continuum • Complexity • Simplicity
somewhere • Fragmentation • Unity
between
• Intricacy • Economy
contrast &
• Exaggeration • Understatement
harmony.
• Spontaneity • Predictability
• Activeness • Stasis
Contrast gets • Boldness • Subtlety
our interest & • Accent • Neutrality
stimulates us. • Transparency • Opacity
• Variation • Consistency
• Distortion • Accuracy
Harmony give us
rest & security. • Depth • Flatness
• Juxtaposition • Singularity
• Randomness • Sequentiality
• Sharpness • Diffusion
• Episodicity © 2010, Craig DeLarge • Repetition 33


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• Dot • Color
• Line • Texture
• Shape • Scale/Proportion
• Tone • Dimension
• Motion

• These are like the letters, words, & sentences in linguistic literacy.

• Literacy requires the ability to use these elements to create meaning

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Dot
■ When placed in
carefully designed
patterns known as
"halftones," dots
suggest continuous
and solid values and
hues

■ Can add shading and
texture in drawings,
particularly line
drawings

Wall Street Journal Hedcuts

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The power of a Dot

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Lines are dots, end to end
and in motion

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Lines can express abstractly or concretely

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Shape
■ The union of different
lines

■ There are basically 3
shapes
■ squares
■ triangles
■ circles

■ Each has an inherent
meaning

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Tone
■ Variance in the lightness
or darkness of objects

■ Allows is to distinguish
between this and that,
even without color

■ Most critical for survival

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Color
■ Shapes
perception

■ Affects
emotion

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Texture
Tactile texture is what we can feel with our sense of touch.

Optical texture is what we make of visual texture in the images we
see.

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Scale
• How elements define one
another

• Communicates:
– importance
– relationship

• Gives greater meaning to a
basic image, lending it new life.

• Creates the illusion of depth on
a two-dimensional plane.
– objects diminish in apparent
size as they approach the
horizon

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VizLit Questions
• Who is intended audience?

• What is intended message?

• How is communications successful?

• Why is communication successful?

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This Week’s Focus
• Read Chapters 1-2

• Read Chapters 3-4, if ambitious

• Complete Chapter 1 & 2 exercises

• Contemplate your final project choices

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