QUARTER 2 – MODULE 4:

TEXT AND VISUAL DIMENSIONS

OF INFORMATION AND MEDIA

Ms. Jamie Q. Masa

Media and Information Literacy
OBJECTIVES
After going through this lesson, you are expected to:
 1. Explain the principles in designing text and visual elements
 2. Evaluate the impact of text and visual content and forms
 3. Design a personal brand or logo using appropriate text and
visuals
 4. Spread positive and affirming information through visual
media.
WHAT WENT WRONG?

Here are four

samples of
business
cards.
Identify what
is wrong with
the design of
each card
and suggest
ways to
improve
them.
 Text may be defined as a simple and flexible format of
presenting information or conveying ideas whether hand-
written, printed or displayed on-screen. It is very powerful in
disseminating information, providing direction and giving
suggestions.
Text is available in different sources, which may be categorized into two:
 1. Formal Example of these are news articles, published books, newspapers,
magazines, advertisements, research works, etc. Formal text-based materials are
created and distributed by established institutions (such as publishing companies,
news agencies, etc.) and go through a rigorous process of editing or evaluation and
are usually governed by censorship of the state.
 2. Informal Examples of these are blogs, personal e-mails, SMS or text messages,
online messengers, social media platforms, etc. They come from personal opinions
or views on different issues, processes, etc.
 As consumers of text media and information, we need to ask questions
regarding the text content to ensure its reliability:
 Who or what institution is sending this message?
 What techniques are used to attract and hold attention?
 What is the language used by the writer?
 What views are represented? Are they balanced?
 How might the message be interpreted in different ways?
 What is omitted (removed), slurred (unclear) or added in the message?
As producers of text media and information, we need to review the media and
information design framework:
 target audience,

 author or sender,

 key content,

 purpose,

 form/style, and

 format.
TEXT AS VISUAL
 Typeface font, font type, or type) is the representation or style of a text. A typeface is usually
composed of alphabets, numbers, punctuation marks, symbols and other special characters.
Fonts in digital format are installed in forms such as True Type Font (.ttf), Open Type Font
(.otf), etc. Fonts convey different emotions and meaning, and you must be very careful in
choosing the right font for your content. The table below presents the different types of fonts,
their implications, uses, and examples.
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 Visual information and media are 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. The following are types of
visual media:
 Screenshot
 The primary purpose of visual information is to gain attention, create meaning, and facilitate
retention, but how can you create a striking visual? First, you must consider the visual elements, or
the basic units in the construction of a visual image. The Design Elements are:
1. Line
This 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.
 3. Value

 The degree of light and dark in a design. It is the contrast between black and white and all the
tones in between. Value can be used with color as well as black and white. Contrast is the
extreme changes between values.
 4. Texture

The way a surface feels or is perceived to feel. Texture can be added to attract or repel interest to a
visual element. Two contrasting visual textures are presented in this picture taken in Bolinao,
Pangasinan: the smoothness of the sea and the roughness of the contorted branches.
 5. 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 may be warm, cool, or neutral. It plays a major
role in our visual perception, as it influences our reactions about the world around us. It is therefore
important to create color palettes that evoke the appropriate audience reactions.
 PRINCIPLES IN VISUAL DESIGN
 1. Consistency of margins, typeface,
typestyle, and colors is necessary,
especially in slide presentations or
documents that are more than one
page.

 2. Center of interest – an area that first

attracts attention in a composition. This area
is more important when compared to the
other objects or elements in a composition.
This can be by contrast of values, more
colors, and placement in the format.
 In a picture, the center of interest should not
actually be in the center. In fact, you must
avoid the “dead center in placing the portion
that you wish to highlight. The basic rule in
“The Rule of Thirds.” Divide the frame into
three portions horizontally and vertically
using imaginary lines, and place the point
you wish to highlight at any of the four
intersecting points.
 3. Balance – a feeling of visual equality in shape, form, value, color, etc. Balance can be
symmetrical and evenly balanced, or asymmetrical and unevenly balanced. Objects, values,
colors, textures, shapes, forms, etc. can be used in creating balance in a composition.

4. Harmony – 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. (Notice how similar
Harmony is to Unity - some sources list both terms).
On the left is the cover design I illustrated for an entry to the 2 nd National Competition on Children’s
Storybook Writing. I decided to change the cover page on the published version, since I want to put
an element of surprise on who the “friends” are. I focused on circles, which is the shape of the
characters’ eyes. The result is a playful harmony of common shapes and colors fit for young learners.
 5. Directional Movement – a visual flow through the composition. It can be the suggestion
of motion in a design as you move from object to object by way of placement and position.
Directional movement can be created with a value pattern.

On the left, the lines implied by the children’s arms provides a direction that leads
to the element that unites them: a trophy. On the right, the blurred image of
children in frenzy during the Buhayani festival evokes a sense of directionless
motion.
  7. Perspective – created through the arrangement of objects in two-dimensional space to look like
they appear in real life. Perspective is a learned meaning of the relationship between different objects
seen in space

Lines disappearing in the horizon and objects getting smaller conveys a perspective of distance. In this
still from the short film “Awit ng Puso,” the child is seen moving far beyond, and the viewer gets the
hint that he still has a long way to go before him.
TYPES OF SHOTS
 What I Can Do
 DIY Brand

Do you dream of starting your own business? Perhaps you can introduce it as early as
now! Create your own trademark design to be used in posters, flyers or web pages of
your dream business. This may be an online clothing store, computer shop, hardware,
garden shop, salon or spa, bakery, restaurant, automotive shop, travel and tours,
manpower services, security agency, architectural firm, medical clinic, school, etc.
Make sure to include the most appropriate visuals and text in your brand design. Also,
incorporate your name in your brand name for a more personal feel. Here is an example
for my dream café.
 Assessment

 I believe you are very much aware of the posts in social media regarding the way
learning is taking place in the new normal – from rants about online classes,
exaggerated teaching and learning styles, erroneous textbooks, etc. Consequently,
netizens have feasted so much on this, and sad to say, some have brought more
negativity to the challenging situation we are having right now.
 This is the reason why for this next activity, you will do a “Positivity Challenge” and
flood the internet with encouraging posts for students and teachers alike. Here are the
mechanics.