EMPOWERMENT

TECHNOLOGIES

VISUAL
PERSUASION

PREPARED BY: MS. LIRA MACIAS

 LEARNING OUTCOMES:
At the end of this module, you will be able to do
the following:
• Define visual persuasion
• Apply the elements and
principles of design
• Evaluate websites based on
the principles of design
• Create an infographic to
effectively communicate
the message online
 VISUAL PERSUASION

Visual Persuasion is the process of

influencing people’s thoughts and
stimulate them to act in a certain
away using graphic materials or
elements, such as photos and
illustrations. However, a picture
itself is not persuasive; it will
depend on how the sender will
integrate it into the message.
To further improve the power of your visual content, you need to
know the factors that affect visual persuasion.

Viewer’s knowledge
• a graphic itself has no power to persuade. Visual persuasion
comes when there is a context that will stimulate the mind of
the viewers to decode the visual and draw a conclusion. So, if
there are two people of different background and values, they
may possibly have different points of view about the message.

Visual Content
• This is the main element in visual persuasion. Make sure that the
graphics and other visual elements support the message that
you intend to convey.
 Graphic Style
• The way the graphics is done also affects the message. Too
much simplicity may deliver the message subtly, while too
much complexity might make the message difficult to
understand.

Relationship to copy
• The copy pertains to the main text used in the material. Make
sure that the graphics and the copy work together to convey a
single and clear message.

To summarize, graphics that will be used for the advocacy are very crucial especially
in this digital age. They may positively affect your campaign by persuading the
viewers or, worst, repulse them.
 ELEMENTS OF
DESIGN
• The visual content is the main element of visual
persuasion, and thus, it plays a huge role in conveying
your message to your target viewers. The elements of
design are the visual objects that are placed in
artworks.
• Note that these elements are crucial in depicting the
visual message to the viewers. You can use a single
element or a combination of elements depending on
what you want to achieve.
 ELEMENTS OF DESIGN

The following are the widely used elements of

design:
1. Line 5. Space
2. Shape 6. Form
3. Color 7. Value
4. Texture
 ELEMENTS OF DESIGN

The following are the widely used elements of design:

1. Line
• This is the most basic element of
design
• It is composed of a series of points.
• It can also be defined as the
connection between two points.
• Typically, lines are used to separate
elements or to direct viewers to a
specific area in the graphics
 ELEMENTS OF DESIGN

The following are the widely used elements of design:

2. Shape
• This is composed of connected lines
forming a boundary. There are two
types of shapes– geometric and
organic. Geometric shapes are
precise and have measurements. On
the other hand, organic shapes are
the opposite; they are more natural
and smoother
 ELEMENTS OF DESIGN

The following are the widely used elements of design:

3. Color
• This is one of the most obvious elements in design.
• Color is a standalone element; it can be used as a
background or applied to other elements, such as
lines and shapes.
• Note that color can also be used to create a
particular mood in design. For example, red is used
by many food chains and restaurants because it
can stimulate appetite.
 ELEMENTS OF DESIGN

The following are the widely used elements of design:

4. Texture
• You can add a tactile effect to
your design using texture.
• It is used to put a surface feel to
your design. Texture is not
commonly used in graphic
design; however, it can be used
to create a three-dimensional
effect on the screen.
 ELEMENTS OF DESIGN

The following are the widely used elements of design:

5. Space
• Also known as negative or white space, these are
the areas on the design that are left blank.
6. Form
• It connotes something that is three-dimensional
and encloses volume, which includes height,
length, and width
 ELEMENTS OF DESIGN

5. Space

6. Form
 ELEMENTS OF DESIGN

The following are the widely used elements of design:

7. Value
• This refers to how light or dark
something is on a scale of white
to black (with white being the
highest value and black being
the lowest value). It is widely
considered to be one of the most
important elements of art.
 PRINCIPLES OF DESIGN
To help you create an effective and excellent visual content for
your advocacy project, you should know the principles of
design. These are the concepts on how you can organize
various design elements in visual content.
1. Balance
• It pertains to visual equilibrium – the distribution of
design elements in a content to create a visual
stability.
• There are three types of balance.
1. Symmetrical Balance
2. Asymmetrical Balance
3. Radial Balance
 PRINCIPLES OF DESIGN

3 TYPES OF BALANCE

a. Symmetrical Balance
- This type of balance
in which design
elements with the same
visual weight are equally
distributed on both
sides.
 PRINCIPLES OF DESIGN

b. Asymmetrical Balance
- Here, the design
elements with varying
visual weights are
strategically placed in
the artwork to create a
visual balance.
 PRINCIPLES OF DESIGN

3 TYPES OF BALANCE
c. Radial Balance
- The design
elements are
equally placed
around the central
point.
 PRINCIPLES OF DESIGN

2. Emphasis
• This is a part of the visual content where you want to
draw the viewer’s attention by making it stand out
among other design elements.
• You can achieve emphasis by adjusting and limiting
the colors of the background so that the subject will
be the only element that contains bright colors.
PRINCIPLES OF DESIGN

3. Movement
• This is when you want to
make the viewer’s eye
follow a certain direction
in your visual content. You
can create a particular
movement in your artwork
through lines, edges,
shapes, or colors
 PRINCIPLES OF DESIGN

4. Pattern
• This refers to repeating certain objects
throughout the visual content
 PRINCIPLES OF DESIGN

5. Repetition
• This is a way to create
relationship and unity
among different objects in
your visual content
through repeating colors,
font faces, and shapes. It is
also used to reinforce a
certain idea.
 PRINCIPLES OF DESIGN

6. Proportion
• This tells whether which element in a visual
content is more important. Simply put, larger
elements are important, smaller ones are less.
 PRINCIPLES OF DESIGN

7. Unity
• This is how well the design elements in a visual
content work together to convey a clear and
unified message to the viewers.
PRINCIPLES OF DESIGN

8. Contrast
• This refers to the
striking difference
between two
elements (e.g., rough
texture next to
smooth; white and
black colors)
 PRINCIPLES OF DESIGN

9. Harmony
• This is achieved when all the
elements are arranged to make
the viewer think that they form a
coherent whole
 PRINCIPLES OF DESIGN

10. Variety
• This uses the different
elements in an image to
create visual interest
PERFORMANCE TASK 1 AND 2
 EMPOWERMENT
TECHNOLOGIES

Thank You
For listening!