Visual techniques of static image
Terms
Definitions
Layout
How the text is set on the page, the overall look of the page.
Proportion
How different parts of the image compare to each other in terms of their size. Larger objects
may be used to show power or dominance, smaller to show vulnerability. May show what
the most important part of the image is (bigger).
Used to draw attention to a particular part of the page, symbolise emotion, represent
themes, or be used in contrast to highlight contrasting idea in the text.
Colour
Using colour to create a particular emotional/sensory reaction in the viewer. For example
red is often brings out feelings of anger, passion, love or heat. Yellow can be used to
symbolise happiness or sunshine.
Lettering
Different font styles/sizes can be used to draw attention or emphasise words. Different fonts
create different emotions depending on how they look.
Bold lines
Lines can frame an image to draw the viewer's attention to it, also are used to give images
definition
Symbolic
images
Particular images link with certain ideas and emotions. For example, a heart represents
love, a skull represents death, a ring might represent marriage and a pig might represent
being greedy. There are lots of symbols and you need to think about the most likely
reading of these symbols.
Dominant
image
An eye-catching, large image as part of a full image. The viewer’s eye is drawn to this part
of the image immediately.
Contrast
Various elements in the image can be contrasted with each other visually to create an effect
and draw attention. For example – white next to black, smiling, happy faces next to
unhappy faces, before images next to after images. Contrast is when difference is
highlighted for effect.
Use of white
space
Blank spaces where nothing is printed. Helps to highlight graphics and illustrations and
create visual interest. Often draws the eye into an image.
Borders
Can frame the whole static image or just parts of it, can be used to draw attention to all or
part of the image and can contain symbols or images that help reinforce the message of the
static image
Logo
An image associated with a company or product. An example is the McDonald’s golden
arches or the silver fern.
Verbal techniques of static images
Slogan
A saying commonly associated with a company or product that is catchy and
easily recognisable. “I’m lovin’ it” “I’m worth it”
Repetition
Using words or phrases many times to increase the chances of the viewer
remembering it.
Imperative
Commands or orders that require action – “Hurry, buy now!”
Comparatives/superlatives
Good, better, best!
Pun
Clever use of language or a ‘play on words’ to create humour.