Week 6: Visual Literacy

As discussed in the online lesson, visual literacy involves developing a shared meaning through the use of images and materials. It is a form of communication directly through viewing images. The components of such visual communication include: dots, lines, shapes, directions, textures, hues, saturations, values, dimensions, and motions. Each of these components represents one factor that is used to create an image. Each of these is a piece that constructs the images we see. Not all of these pieces are present in every single image, but these are the most common components. In analyzing an image, or trying to comprehend the image through visual literacy, thoughts, ideas, and/or information may be expressed.



This YouTube video Amy B. Ballett by demonstrates a powerful point in the importance of visual literacy. Every image, illustration, picture, animation, etc. that we see communicates something. Individuals may perceive messages differently, but all visual images demonstrate some sort of message. Images can provoke thought, emotion, and action through the message a reader derives from viewing it. Elliot W. Eisner’s questions at the end of the video examine the relevance of visual literacy to everyday life. Also, one more important question “How is the image comprised?” not only references the medium but also relates back to the list of components which comprise all images, such as lines, dots, etc. The importance of visual literacy is very great.

As a Public Relations student, visual literacy is a highly relevant topic. The premise behind visual literacy relates directly to Public Relations through all things distributed by an advertising campaign, media kit, press release, blog, or promotional tool for a client. Most multimedia projects include at least one visual aid or resource. Public Relations is the study of communications in which a business is managing the relationships among the public and stakeholders. Therefore, any effort to assist clear, concise communication, such as a visual aid could be very useful. This is true, however, only if the visual source may be clearly defined by all involved in the same way.