A. Literacy Connections and Applications / C. Comprehension: Understanding and Responding to Texts · Understanding and Responding to Texts

Images, Graphics and Visual Design: Analyzing and Comparing Media Texts

C1.4 A2.4 A2.5About 45 minutes

Learning goals

I can analyze how composition, typography, colour, layout and graphics create and communicate meaning.
I can compare two media texts on the same topic and explain why their visual choices differ.
I can compare how different graphs of the same data change what readers notice.
I can explain how form, message, context, purpose and audience (intended and unintended) are connected.

Words to know

composition
How the parts of an image or page are arranged, including what is in the centre, what is large and where the eye goes first.

focal point
The part of an image or design that catches your eye first.

rule of thirds
A design guideline: imagine a grid of two vertical and two horizontal lines, and place important things along the lines or where they cross.

typography
The style, size, weight and arrangement of the letters in a text.

visual hierarchy
Arranging elements by size, colour and position so viewers notice the most important information first.

white space
Empty space in a design that gives the eye a rest and makes important parts stand out.

intended audience
The people a text is created for.

unintended audience
People who see or hear a text even though it wasn't made for them.

Remember from Grade 6

In Grade 6 you analyzed cropping, camera angles, colour and misleading graphs, and explained how the same message can be designed differently for different audiences.

In Grade 7 you'll add more tools: composition, typography, visual hierarchy and white space. You'll compare two whole media texts, compare different kinds of graphs, and think about unintended audiences.

Hook: Two posters, one event

Cedar Bend is holding a Cedar Lake Shoreline Cleanup on Saturday, May 16. The organizers made two posters for the same event. Both are described below (they were invented for this lesson).

Poster 1: for the town's social media account

A close-up photo of three teenagers laughing as they hold up litter grabbers and a full garbage bag. The photo fills the whole frame.
Huge, bold, slanted letters across the top: TRASH TALK? LET'S TALK TRASH.
Bright, high-energy colours.
One small line at the bottom: Sat. May 16, 10 a.m. Town dock. Bring a friend. #CleanCedarLake

Poster 2: for the printed community newsletter

A calm wide photo of the lake at sunrise, with a single loon on the water, placed off-centre on the right.
A clear headline in large, plain letters: Help Keep Cedar Lake Clean
Soft blues and greens, with lots of white space.
A short paragraph about why the cleanup matters, a simple map to the town dock, the date and time in large print, and a phone number to register. A small line says: Gloves, grabbers and bags provided. The dock path is paved and accessible.

Tools for analyzing visual design

Composition and focal point: Where does your eye go first? In Poster 1, it's the laughing faces: the message is this is fun with friends. In Poster 2, it's the loon on a calm lake: the message is this place is beautiful and worth protecting.
Rule of thirds: designers often place the subject off-centre, on one of the imaginary grid lines (see the diagram below). It makes an image feel natural and balanced, and leaves space for text.
Typography: big, bold, slanted letters feel loud and energetic; plain, large letters feel calm, clear and trustworthy.
Visual hierarchy: the biggest, boldest element is what the designer thinks matters most. Poster 1 makes the slogan biggest; Poster 2 makes the headline and the date and time easy to find.
Colour: bright, contrasting colours suggest energy; soft, natural colours suggest peace.
White space: Poster 2's empty space makes it feel calm and easy to read. Poster 1 is packed, which feels busy and exciting.

The rule of thirds: two dashed vertical lines and two dashed horizontal lines divide the frame into nine parts. In Poster 2's photo, the loon sits near where the right-hand vertical line meets the lower horizontal line, and the horizon runs along the lower line.

Worked example

Let's compare the two posters

Compare Poster 1 and Poster 2. How do their visual choices create different meanings, and why did the organizers make two versions?

Intended audience: Poster 1 is for teens and young adults scrolling social media. Poster 2 is for newsletter readers, many of them older residents and families.
Form and context: Poster 1 must grab attention in a second while someone scrolls, so it uses a close-up, faces, a joke and bold type. Poster 2 is read slowly on paper, so it can include a paragraph, a map and a phone number.
Message: Poster 1 says cleanup is a fun social event. Poster 2 says our lake is precious; here's exactly how to help.
Accessibility: Poster 2 uses large print and mentions the accessible path. Poster 1's slanted type is harder to read, and its details are tiny.
Purpose: both want people to come to the cleanup, but each designs for what will persuade its audience.

The posters share a purpose but differ in form, design and message because they target different audiences in different contexts: a quick, funny, social image for teens online, and a calm, detailed, accessible design for newsletter readers.

Comparing graphics: same data, different graphs

The students at Cedar Bend Public School surveyed how they get to school (survey made up for this lesson): Walk 45%, Bus 30%, Car 20%, Bike 5%. Here is the same data in two kinds of graphs.

The same made-up survey shown two ways. Left: a pie chart. Right: a bar chart. Each category has the same fill in both charts: Walk 45%, Bus 30%, Car 20%, Bike 5%.

Worked example

Let's compare what each graph helps us see

What does each graph show best? Which would you choose for a poster asking for a new bike rack?

Pie chart: it shows parts of a whole (100%). You can see at a glance that walking is almost half, and that walking plus bus is three quarters.
Bar chart: it is better for comparing sizes exactly. With the scale, you can read each value and see that Car (20%) is four times Bike (5%).
For a bike-rack poster: the bar chart makes the tiny Bike bar very noticeable, which supports the message hardly anyone bikes; let's make biking easier. The writer might add a title like Only 5% of us bike to school. A bike rack could change that.
Caution: both graphs are honest because they use the same numbers and the bar chart starts at 0%. Design choices can emphasize a point without misleading, but the title should match what the data actually shows.

A pie chart best shows parts of a whole; a bar chart best shows comparisons between categories. A designer chooses the graph that helps the audience notice the point that matters for the purpose, while keeping the data honest.

Just for fun

Why was the bar chart chosen for the bike-rack poster?

Because it really knows how to raise the bar!

Intended and unintended audiences

Every media text is made for an intended audience. But texts, especially online, often reach unintended audiences too.

A joke video made for close friends might be shared and seen by younger kids, teachers or, years later, future employers.
An ad for an energy drink aimed at adults might be seen by children watching the same sports broadcast.
Poster 1's joke, TRASH TALK?, is meant for teens, but a newcomer still learning English might not understand the wordplay.

Good creators think about who else might see a text, and ask: Could it confuse, exclude or harm them?

Question	Poster 1	Poster 2
What do I notice first?	Laughing faces and a huge slogan	A loon on a calm lake
How does the typography feel?	Loud, playful, energetic	Calm, clear, trustworthy
How is space used?	Packed, busy	Plenty of white space
Who is it for?	Teens on social media	Newsletter readers, many of them older
Who might it miss or confuse?	People who need large print or plain language	Teens who scroll past calm images quickly

Comparing the two posters

Questions for any media text

Where does my eye go first, and why? How do the letters, colours and empty space make me feel? Why this graph and not another? Who is this made for, and who else might see it? What does it want me to think, feel or do?

Hands-on activity

Design two versions of the same message

You need: paper, coloured pencils or markers, a ruler; magazines, flyers or cereal boxes to look at.

Find two ads or posters at home for similar products or events. For each, write: focal point, typography, colours, white space, intended audience.
Choose a real message, such as Shovel your sidewalk so everyone can get by safely, or Read a book this weekend.
Design two posters for it: one for people your age and one for seniors in your community. Use different composition, typography and colours. Use the rule of thirds in at least one.
Ask a family member: Which poster would make you act? Why?
Write two sentences explaining one unintended audience each poster might reach and how you'd make sure it doesn't confuse or exclude them.

Your turn

What is the focal point of Poster 1? What message does it send?

Why does Poster 2 use white space and soft colours?

How does the typography of Poster 1 differ from Poster 2, and what effect does each have?

Which poster is more accessible? Give two reasons.

What does a pie chart show best? What does a bar chart show best?

Give one possible unintended audience for Poster 1 and explain a problem it might cause.

More practice: warm-up

What do we call the part of an image that catches your eye first?

What is white space?

Which poster was made for social media?

In the survey, what percent of students walk to school?

What is typography?

More practice: on your own

Why might a designer place a subject off-centre using the rule of thirds?

Poster 2 includes a map and a phone number, but Poster 1 does not. Why does this make sense for each form and context?

Using the survey, what percent of students walk or take the bus? Which graph shows this more easily?

How does visual hierarchy help a reader?

Why should creators think about unintended audiences, especially online?

Challenge

A company makes a bar chart of the bike survey, but starts the scale at 4% instead of 0%. What problem does this create? Use the numbers.

Design (in words) a third poster for the cleanup, for Grade 2 students and their families. Describe its focal point, typography, colours and one line of text, and explain each choice.

Explain how form, message, context, audience and purpose are connected, using one example from this lesson.

Check your understanding

Quiz

Which design choice would make a poster feel calm and peaceful?

Which graph best shows parts of a whole?

What is the rule of thirds?

A funny video made for a group of friends is shared and seen by a principal. The principal is...

Why does Poster 1 use very little text?

In the bar chart, which comparison is correct?

For parents and teachers

What this lesson teaches: Grade 7 students analyze and compare how images, graphics and visual design create, communicate and contribute to meaning (C1.4). They evaluate the forms, conventions and techniques of media texts and their impact on audiences (A2.4) and explain how form, message, context, audience (intended and unintended) and purpose are interrelated (A2.5).

How to help at home:

Look at ads, cereal boxes, movie posters or app screens together. Ask: "Where does your eye go first? Who is this made for? Who else might see it?"
When you see a graph in the news, ask: "Why this kind of graph? Does the scale start at zero?"
Talk about how something your child posts could reach an unintended audience.

Common difficulties:

Describing without analyzing (It has big letters). Push for the effect: "How do the big letters make you feel? Why did the designer choose them?"
Thinking one design is simply better. Emphasize that the best design depends on the audience and context.
Graph calculations. Check percentages by adding to 100% and use division for how many times bigger.

About the texts: The posters, event and survey were made up for this lesson. The rule of thirds is a common design and photography guideline, not a strict rule.