Visual Representation

Visual representation means the graphics (such as illustrations and icons), photographs and video used in a media product. Their style should create feelings and associations that suit the product's purpose, so the audience responds in the way the designer intends. Visual style is not just decoration: it shapes how the audience feels about the subject before they read or hear any words.

A realistic photograph can make information feel trustworthy, so it may suit a product that aims to inform or educate. A clear, simple illustration can make a complicated process feel easier to understand, which also helps when the purpose is to educate. Quick cuts and lively action in a video can build excitement in a product made to entertain, such as a game trailer. Steady, calm footage can help an informative video feel clear and reliable. To advertise or promote, visuals often make the product look appealing and desirable; to influence, they may create concern, sympathy or urgency so the audience feels moved to act.

For example, a poster for a beach clean-up could use a photograph of a littered shoreline to create concern and encourage volunteers. The same topic shown as a cheerful cartoon would feel much lighter, so it would suit a light-hearted school announcement better than a serious call to action. Match the visual style to the purpose, not just to the subject.