Visual Literacy: general terms

Framing

The method in which elements in a layout can be disconnected from or connected to each other

Offer

Term used when a figure ‘gazes’ at another object in the image encouraging us to look at that object, the viewer is a detached onlooker

Gaze

Where the figure in the image is looking

Demand

When a figure in the image ‘gazes’ directly out of the page at the responder. This establishes a connection between the subject and viewer

Composition

A creator’s arrangement of objects, color, contrast, space, light, etc.

Vertical axis

To the left is known, right is unknown

Horizontal axis

Above is fantasy and positive elements, below is reality and negative elements

Reading path

Route through a visual text. It moves from the most salient to the least salient elements

Ideal

Top of the page; (in advertising) often contains the image

Real

Bottom of the page; (in advertising) often contains the information

Salience

(Focal points)- the element/s in an image which stand out and attract the viewer’s attention

Centrality

Placing of the main object or figure in the middle of the image in order to make it the most significant element

Rule of thirds

A compositional technique that suggests diving the image into 9 and placing the subject on one of those sides, instead of in the center

Contrast

Arrangement of opposite or differing elements to create interest, excitement, or drama

Negative space

Empty or open area between, around, above, below and within objects

Voice-over

The narrator’s storytelling: visually created in graphic novels with a hard line at the top or bottom of the page

Panel

A single framed image in a graphic novel or comic

Speech bubble

Frames around a character’s speech in a graphic novel

Thought bubble

Usually sort of cloud shaped where internal dialogue is expressed

Splash

A panel that spans the width of the page

Bleed

An image that extends to and/or beyond the edge of the page

Gutter

The space between framed panels

Grid

An entire page of panels in a graphic novel

Emanata

Text or icons that represent what’s going on in the character’s head

Icon

An image used to represent a person, place, thing, or idea

Graphic weight

The way some images draw the eye more than others, creating a definite focus using color and shading in various ways

Caption

Boxes containing a variety of text elements, including scene-setting, description, etc.

Special effects lettering

A method of drawing attention to text; it often highlights onomatopoeia and reinforces the impact of words such as bang or wow

Hue

Actual color

Tone

Intensity of the color

Vector

Directional lines (visible or implied) in an image

Foreground

The part of a work depicted as nearest to the viewer

Midground

The part of the image somewhere between the foreground and background

Background

The rear of the image, often containing objects that create context

Transition

The process of closure in which the reader might fill in the gaps between one panel and the next

Anchoring

The process of making an image meaningful by adding words

Logo

A symbol or design that serves to identify an organization or institution