Visual Literacy Techniques

High Salience= a lot of attention

Salience If an image is salient then it will probably be
the first thing youll look at.

To make an area more salient you can use

contrast, colour, make the image large,
focus, positioning/placement and vectors

Definition
The image/item that grabs your attention
the most.
Reading path The path your eye follows around the page

The path you take through a visual text

from the most salient object to the least.

Vectors A vector is a line that leads your eye to

another element or one element to another

Vectors are created through lines, gaze,

fingers etc.
Framing If an element is disconnected from other
elements they are strongly framed.

This is achieved by borders, discontinuities

of colour and shape or by white space

Gaze Demand- Subject looks out of the image at

the responder (connected between subject
and viewer). Responder feels intimidated.

Offer- Figure looks away, viewer is detached

Lighting and colour Creates mood- colours signify feelings
Shadows suggest concealment (prevent from
being known), fear or despair
Light= hope, inspiration
Colour can be symbolic e.g. red=passion or anger
Blue= harmony, peace or coldness
Contrast Difference in colour and light between parts of an
image

Makes things stand out/ helps create salience

Arrangement of opposite elements (light and

dark, large and small) to create interest.
Juxtaposition The act/ placement of two things that are
near each other to highlight the major
differences between them.

E.g. a tall and a small person next to each

other
Modality Lowest modality graphics are the least
real

Highest modality is the most real

Space Space can suggest loneliness, size,

abandonment, dominance, fear, distance,
power, weakness, time, etc.

Lines and movement Blurring- Background is blurred to seem like the

foreground is moving.

Diagonal lines- make it look like the subject is

moving quickly

Horizontal lines- peace and relaxation

Vertical lines- stability and strength
Body language Gestures, stance suggest/convey the attitude,
feeling or personality of the individual shown.

e.g. looking down at ones feet indicates

shyness or nervousness.

Omissions, Positioning and Centre What has purposely been left out to create a
feeling/mood

Placement- items in the foreground, middle

ground or background
Centre- Images presented in the centre are the
nucleus of information
Composition The placement/ arrangement of visual
elements. Its the how and why of where
everything has been placed.

What has deliberately been placed e.g.

surroundings, objects, clothing etc.
Long shot If it shows a lot of landscape then the
shot is considered a long shot

The effect of this is to give the

audience an idea of place, and
establishes a setting.
Full shot See the full figures of people
Composers use full shots to give
audience an overall impression of
the people in a shot
Usually composers use full shots to
demonstrate the type of people and
the general interaction between
them (proxemics)
Mid shot Mid/Social shot is when the shot
contains characters, objects that are
shown in more detail

Composers use mid shots so the

audience can emphasise with the
characters
Close-up Contains a character or objects in detail
Reveals the emotions of the character
Shows the character/ characters facial
features in detail.

High angle Also, known as birds-eye-view.

Effect of this angle is to empower the
audience (make them feel more
powerful) or to make the subject look
weak/vulnerable.

Eye-level shot Effect is to position the audience to

feel equal with the subject in the
image.

Low angle To make you (the audience) feel weak,

vulnerable in order to emphasis the
subjects power and strength.