This document outlines various visual text vocabulary techniques that can be used to effectively communicate messages in static images. It discusses techniques related to audience, verbal messages, visual elements, layout, and overall impact. Specifically, it identifies elements like dominant images, lettering style, color choice, symbolism, and logos and how each can be used to attract audiences and convey ideas in memorable ways. The goal is to stand out while guiding the viewer's eye through the image in a cohesive manner to get the intended message across.

1. Visual Text Vocabulary
Audience
The people you want to attract with your static image e.g.
teenagers, females, males, older people, drunk drivers …
Verbal Techniques
The words you use e.g. a quotation from a movie, a one
line catchphrase … to communicate your message
Visual Techniques
The pictures, colours, symbols… you use to communicate
your message.

2. Message/Main Idea
The ideas contained in the image. The basic aim
of the image e.g. encourage people to watch a
movie, stop drink driving …
Overall Impact
The image needs to stand out to be noticed so it
will be memorable e.g. it may be shocking,
dramatic, unusual, funny …

3. Layout Techniques
How the words and pictures of an image have
been put together.
Everything is placed in order to create a unity of
ideas and let the viewer’s eye move naturally
from the most important feature to the last.

4. VERBAL TECHNIQUES
Personal pronouns
A word used in place of a noun.
e.g. I, you, we, they.
EFFECT: Gives us the feeling of inclusion and
personal attention.

5. Imperative
Expressing a command. e.g “Look!” or “Read this!”.
EFFECT: Makes you feel like you should act.
Alliteration
When the consonant sounds at the beginning of
words are repeated.
EFFECT: This gives the words rhythm and gets our
attention.

6. Pun
A play upon words that sound similar but have
different meanings.
EFFECT: This is clever and makes us think about
the link between the two meanings.
Repetition
This is a word or phrase repeated over and over.
EFFECT: It adds impact and great emphasise on
the repeated words.

7. VISUAL TECHNIQUES
Dominant image
Largest image and the one on the page that grabs
your attention first.
EFFECT: it gets your attention.
Lettering/Typeface/Font
This refers to the font, size, colour and style of
lettering used.
EFFECT: Different styles of lettering gives us
different ideas.

8. Colour
The choice of colours and the intensity of the selected
colour affect the impact of the image and therefore its
effectiveness in communicating.
EFFECT: Different colours have different connotations. We
may associate certain colours with certain moods,
emotions or feelings e.g. black = death, grief;
red = blood, anger.
Symbolism
A symbol is a visual representation of an idea or concept.
EFFECT: It is an efficient way of communicating a big idea.

9. Logo
This is a small, easily recognisable picture that
we associate with a particular company or
organisation.
EFFECT: It is easily recognisable and we
understand it quickly.