Visual Texts Follow The Same Rules As Written Ones
- Every element, like color, layout, font, and body language is a deliberate choice by the creator, just like word choice in a speech or short story.
- As always, you're still asking: what’s the message, and how is it being delivered?
Hint
Visual texts can include photographs, advertisements, posters, infographics, or even paintings.
How to Analyze a Visual Text
- One of the most effective ways to analyze a visual is to follow the natural path your eyes take because there's a reason why you're drawn to it.
- This works because:
- You begin with impact: What jumps out first usually carries emotional weight.
- You create logical flow: Each observation connects smoothly to the next.
- You reflect real viewer experience: Your reader will likely notice things in a similar order.
Hint
Look for elements such as framing, color, text, and sequencing.
Key Elements to Consider
- Framing
- How is the subject positioned within the image?
- Is it centered, off to the side, or framed by other elements?
- Color
- What colors are used?
- What emotions or associations do they evoke?
- Text
- Are there any words or phrases included?
- How do they complement or contrast with the visual elements?
- Sequencing
- If the visual text is part of a series (e.g., a comic strip or storyboard)
- How do the images progress to tell a story?
Example
- In an advertisement, a product might be placed in the foreground to draw attention, while a bold color scheme creates a sense of urgency.
- The accompanying slogan reinforces the message, making the viewer more likely to remember the product.
Framework: PANDA
Example
Analyzing an advertisment with PANDA
- P: Point of View
- The viewer is placed slightly below the bottles, looking upward.
- This low-angle view makes the product appear larger-than-life, almost heroic.
- We’re positioned to admire it.
- A: Action Depicted
- There’s no literal movement, but the radiating background and tilted bottles suggest energy and momentum.
- The placement mimics a product “lineup,” as if they’re ready to charge forward.
- N: Narrative Suggestion
- The ad suggests a story of refreshment and power.
- Prime isn’t just a drink, it’s an energy-boosting lifestyle.
- The bottles stand proud and colorful, framed by tropical leaves and ice, implying summer, athleticism, and coolness.
- D: Design Elements
- Color: Bright, varied colours catch attention and target a youthful audience.
- Layout: Bottles tilt inward, leading the eye to the bold "PRIME" text, reinforcing brand identity.
- Font: Block capitals are assertive and modern, bold, confident branding.
- Background: Light blue rays and palm leaves create a vibrant, holiday feel.
- Ice imagery: Reinforces the cooling, refreshing theme.
- A: Audience Reaction
- The viewer is meant to feel energised and impressed.
- The tone is aspirational: drink Prime and you’ll feel ready to take on the day.
- It uses color and layout to create visual excitement, while the tagline promises direct benefits: “Boost your energy levels and stay refreshed.”
Comics
- When it comes to analysing comics and cartoons, the same principles still apply.
- You're dealing with a visual sequence, just like a story unfolding across frames.
Facial Expressions & Gestures
- Characters in comics communicate visually, not just through words.
- A furrowed brow, wide eyes, slouched shoulders, these all contribute to tone and meaning, just as they would for someone in real life.
Hint
These visual cues influence how the audience feels and help build atmosphere: fear, humour, awkwardness, tension.
Change Over Time
- Unlike single-frame ads or posters, comics use multiple panels.
- This gives them the power to show progression.
- What shifts between Frame 1 and Frame 3?
- Does the emotion change?
- Does the tension build?
- This is your version of structure analysis in prose.
- Look at how the creator controls pacing: longer panels slow the scene down, while quick cuts speed things up.
- Use this to comment on tone and purpose.
Example: If a character starts confident and ends humiliated, that transformation reveals the comic’s message about pride or embarrassment.
Hint
Paneling is like the visual version of syntax
Example
Analyzing a comic with PANDA
- P: Point of View
- We follow Charles’ point of view throughout the strip.
- His inner thoughts guide our experience, and we see events unfold from his emotional perspective.
- This positions us to empathise with his embarrassment.
- A: Action Depicted
- Charles receives his report card, reacts with shock, is mocked by classmates, and reflects on how failure gets him noticed.
- The action builds tension with each frame, ending in social humiliation.
- N: Narrative Suggestion
- The comic suggests a common experience many students face: being ignored until something goes wrong.
- It tells a story of overlooked effort and how failure can bring unwanted attention.
- There’s a subtle critique of how success often goes unrecognized, while failure becomes gossip.
- D: Design Elements
- Facial expressions: Charles’ face shifts from curious to horrified to defeated, emphasising his emotional journey.
- Body language: Slumped shoulders and shrinking posture contrast with other characters’ animated gestures, highlighting power imbalance.
- Speech bubbles vs. thought bubbles: Public vs. private voices. Charles is overwhelmed by external noise and internal disappointment.
- Crowding in the final frame: The mocking crowd literally and symbolically surrounds him, amplifying the sense of isolation.
- A: Audience Reaction
- We're positioned to feel sympathy for Charles and maybe even frustration with the bystanders.
- It taps into a universal emotion: the sting of being noticed only when you mess up.
Blogs
- Visual and textual elements often work together in online formats like blogs, opinion pieces, or non-profit campaigns.
- These are rich, persuasive texts designed to inform and shape how you feel.
Voice and Tone
- Blogs are often written in a casual, personal tone.
- They might use humor, sarcasm, or storytelling to connect with the reader.
Example
- A blog on climate change might use a serious, urgent tone to provoke fear or action.
- Another might use sarcasm: “Sure, let’s keep burning fossil fuels—what could possibly go wrong?”
- This irony can make the reader feel amused, but also critical of the issue.
Headline and Hook
- The headline is your first clue to the writer’s purpose.
- Is it dramatic? Scientific? Clickbait-y? Satirical?
- Pay close attention to diction, exaggeration, or questions in the title.
Relationship Between Image and Text
- Most blog posts include at least one image, chart, or meme.
- Sometimes they support the message, other times, they create contrast or irony.
Example
Infographics
- Infographics combine visuals and text to communicate information quickly and persuasively.
- They’re popular in online articles, marketing, and education.
Data Design
- Look at how the information is presented: charts, icons, percentages, diagrams.
- Consider what kind of data is included. Is it meant to shock, reassure, or persuade?
- On the other hand, what kind of data was not included? Why not?
Example
A pie chart showing “90% of plastic isn’t recycled” in bright red immediately suggests urgency and alarm.
Visual Hierarchy
- Infographics guide the viewer’s eye using layout, font size, and color.
- If the headline is huge and bold while the fine print is small, the author wants the key message to hit fast, possibly before the reader questions the data.
Hint
- Think about how this links to message framing.
- Infographics can look neutral, but that's never true.
Example
Analyzing an infographic with PANDA
- P: Point of View
- The infographic takes a futuristic and informative perspective, projecting EV adoption trends up to 2026.
- It positions the viewer as someone who needs to understand (and possibly invest in) electric vehicle infrastructure.
- The use of clean icons and tech-inspired graphics implies a modern, forward-looking worldview.
- A: Action Depicted
- Though static, the graphic shows dynamic trends:
- Growth in household EV charging (35M)
- Massive scale (1 billion charging sessions)
- Shift in charger types (55% using wallbox, 45% using plug)
- The visual flow mimics a data journey from macro (total sessions) to micro (household spend by region).
- N: Narrative Suggestion
- There’s a clear narrative of rapid growth and opportunity.
- The map visually emphasizes Asia’s dominance in spending, suggesting it's the EV charging epicentre.
- The story told is one of global transformation in how households will interact with vehicles and where market players might look for profit.
- D: Design Elements
- Color palette: Uses bright purples, greens, and blues to create a clean, futuristic feel.
- Icons: Charging plugs, batteries, and homes add clarity and accessibility to data points.
- Maps + Circles: Visualise regional differences in household spend, making disparities (like Asia vs. Africa) instantly obvious.
- Font + Layout: Bold headings and large figures ensure clarity and easy skimming.
- Bar graphs: Clever use of battery-style bars to represent proportions (e.g., charger types).
- A: Audience Reaction
- The infographic is designed to provoke interest, confidence, and perhaps urgency in embracing the EV future.
- For industry professionals or investors, it signals opportunity.
- For the general public, it may instil a sense of technological inevitability or pride in regional progress.
Subtle framing: By showing companies like Tesla and Siemens, it suggests legitimacy and global support behind the transition.
