1. Chapter Five Visual Principles
Kim Shuffield
ETEC 562

2. Roles of Visual Instruction
Provide a REFERENT for ideas.
They are iconic-they resemble what they represent.
Easily remembered link.
Motivate by capturing attention and generating an emotional response.
Simplify difficult information.
Gives learners a chance to comprehend information visually that they did not understand verbally.

3. Visual Literacy
The learned ability to interpret and create visual messages.
It was first recognized by John Dewey.
Developed by two major approaches:
Input Strategies: Decoding by practicing analysis skills
Output Strategies: Writing visuals to express and communicate.

4. Decoding: Interpreting Visuals
Seeing a visual does not necessarily mean that one will learn from it. There are three factors that must be taken into account.

5. Developmental Effects
Younger viewers vs. older viewers.

6. Cultural Effects
Different Groups perceive things different ways.

7. Visual Preferences
Visuals that are preferred and visuals that are effective.

8. Encoding: Creating Visuals
MOST IMPORTANT IS THE IDEA OF SEQUENCING
Camera
Video Recorder
Scanners
PowerPoint

9. Goals of Visual Design Ensure Legibility Legibility Reduce effort.
Increase viewer’s engagement.
Focus attention on the most important parts.

10. Processes of Visual Design
Elements - Selecting and assembling the verbal/visual elements to incorporate into the display.
Pattern - Choosing an underlying pattern for the elements of the display.
Arrangement - Arranging the elements within the underlying pattern.

11. Size of lettering-1/2 inch for every 10 feet of distance.
Elements
Letter Style
Number of letter styles- no more than 2
Capitals-only where NEEDED.
Color of lettering-appropriate contrast.
Size of lettering-1/2 inch for every 10 feet of distance.
S p a c I n g - use optical spacing

12. Elements that Add Appeal
Visuals have little effect unless they capture AND hold the audience’s attention.
These three devices aid in that:
Surprise
Texture
Interaction

13. Surprise
Grabs the attention
Unexpected
New stimuli

14. Texture
Two Dimensional
Involves Sense of Touch
Invites Involvement

15. Interaction
Viewers can be asked to respond to visuals by manipulating them.

16. Pattern
Alignment
Shape
Balance
Style
Color Scheme
Color Appeal

17. Arrangement
Proximity
Directionals
Figure-Ground Contrast
Consistency

18. Visual Planning Tools Storyboard Types of Letters
Drawing, Sketching and Cartooning

19. Digital Images Digital Cameras Scanners
Photo CDs (cheaper alternative)

20. Chapter Five Visual Principles Kim Shuffield ETEC 562