Visual Language Features (Glossary)

• Body Language & Gaze : Facial expressions, gestures, stance and position conveys attitude, feelings and personality
• Camera Angles : Position of the camera vertically
• Camera Shots : Distance between the camera and subject
• Composition : Everything is deliberately places, consider inclusions and omissions
• Colour, Hue, Tone : Used for symbolism of emotions and to evoke response
• Contrast : creating interest through arrangement of opposite elements
• Juxtaposition : Highlighting the contrast of two objects by placing them together
• Lighting : creates mood
• Omissions : What is deliberately left out
• POV & Orientation : where is the responder positioned
• Positioning : Which objects are in the for, mid and background
• Rule of Thirds : Placement of an object within invisible lines dividing text into thirds
• Salience : Where your eyes are first drawn to
• Symbolism : Use of something to represent one or more ideas
• Vectors : line that our eyes take when looking at an image
• Vertical Lines : powerful/rigid/stable
• Horizontal Lines : peace/tranquility/peace
• Diagonal Lines : movement/action/tension/off balance
• Jagged Edges : destruction/antagonism
• Curved Lines : grace/smoothness/dignity
• Writing : consider presentation and language devices