Lectures of Visual Persuasion

1. Lesson 6
Visual
Persuasion

2. VISIUAL PERSUASION
Is the process of influencing people’s thoughts and
stimulate them to act in a certain way 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.

3. To further improve the power of your visual content, you need to
know the factors that affect visual persuasion.
1. 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.
2. 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.

4. To further improve the power of your visual content, you need to
know the factors that affect visual persuasion.
3. 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.
4. 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.

5. ELEMENTS OF DESIGN
The visual content is the main elements 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
achieved.

6. 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.
2. SHAPES. This is composed of connected lines forming a boundary.
There are two types of shapes – geometric and organic.
a. Geometric shapes – are precises and have measurements.
b. Organic shapes – are the opposite; they are more natural and smoother

7. 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.
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
graphics design; however, it can be used to create three-dimensional effect
on the screen.

8. 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 enclosed
volume, which includes height, length and width.
7. VALUE. Thes refers to how light or dark something is on a scale of
white to blank (with white being the highest value and blank being the
lowest value). It is widely considered to be one of the most important
elements of art.

9. PRINCIPLE 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 a visual content.

10. PRINCIPLE OF DESIGN
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.
a. Symmetrical Balance – this is the type of balance in which design
elements with the same visual weight are equally distributed on both
sides.
b. Asymmetrical Balance - Here, the design elements with varying visual
weights are strategically placed in the artwork to create a visual balance.
c. Radial Balance - The design elements are equally placed around the
central point.

11. PRINCIPLE OF DESIGN
2. EMPHASIS. This is a part of the visual content where you want to draw the
viewers 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. You can also use selective focus on blur the background and
give focus on the subject.
3. MOVEMENT. This is when you want to make the viewers eye follow a
certain direction in your visual content. You can create a particular
movement in your artwork through lines, edges, shapes, or colors

12. PRINCIPLE OF DESIGN
4. PATTERNS. This refers to repeating certain objects throughout the
visual content.
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.
6. PROPORTION. This tells whether which elements in a visual content is
more important. Simply put, larger elements are important, smaller
ones are less.

13. PRINCIPLE 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.
8. CONTRAST. This refers to the striking difference between two elements
(e.g., rough texture next to smooth; white and black color).
9. HARMONY. This is achieved when all the elements are arranged to make
the viewer think that they form a coherent whole.
10. VARIETY. This uses the different elements in an image to create visual
interest

14. THANK YOU