What You Need to Know

Key Concept Diagram

Salience refers to the prominence of visual elements — what the viewer's eye is drawn to first

Vectors (lines of sight, pointing, movement) direct the viewer's attention through an image

Colour choices evoke mood and carry cultural connotations that influence viewer response

Gaze — whether subjects look directly at the viewer or away — creates different viewer relationships

Key Vocabulary

Salience

The degree of visual prominence of elements in an image, determined by size, colour, position, and contrast

Gaze

The direction in which subjects in an image look; direct gaze addresses the viewer while averted gaze invites observation

Composition

The arrangement of visual elements including foreground/background, left/right placement, and framing

Connotation

The cultural and emotional associations of a visual element beyond its literal meaning

Knowledge Check

Select the correct answer for each question. Click "Check Answer" to see if you are right.

Question 1

In an advertisement, a child is placed in the foreground and looks directly at the camera. What effect does this gaze create?

It distances the viewer from the subject It suggests the child is unaware of being photographed It demands the viewer's engagement and creates a personal connection It indicates the child is the least important element

Question 2

The largest, most colourful element in an image is said to have high:

Connotation Vector Composition Salience

Question 3

An advertiser uses deep blue tones throughout an image for a cleaning product. What is most likely intended by this colour choice?

To connote cleanliness, trust, and freshness To evoke warmth and appetite To suggest danger and urgency To appeal exclusively to older audiences

Analysing Visual Texts