INVOLVE - Module 1.pptx

Co-funded by the
Erasmus+ Programme
of the European Union
What is Visual Literacy and why
is it important for your
business?
Module 1

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This project has been funded with support from the European Commission. This publication [communication]
reflects the views only of the author, and the Commission cannot be held responsible for any use, which may
be made of the information contained therein.
1
Welcome to the first module for the
INVOLVE Visual Literacy training
course. Here, you will learn about
the concept of visual literacy, what it
can look like and why it is important
for your business. Later in the
module you will find some examples
of how you can use visual literacy in
your own business.
Module 1 Overview Introduction to Visual Literacy
2 Why is Visual Literacy Important For
Your Business?
3 Examples of Visual Literacy in Business
4 Quick Tips for Improving Visual Literacy
5 Further Resources

Co-funded by the
Erasmus+ Programme
Introduction to
Visual Literacy
Topic 1:

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Visual literacy is the ability to interpret
and communicate through visual means,
such as images, videos, diagrams, and
other forms of visual media.
It involves understanding how visual
elements, such as colour, composition,
and symbolism, convey meaning, and
being able to use these elements
effectively to communicate ideas and
information.
It involves understanding how visual
elements such as colour, shape, line,
texture, and composition are used to
convey meaning, as well as recognizing
the cultural and social context in which
images are produced and consumed.
What Exactly is Visual Literacy?

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Visual literacy is not limited to artistic
expression but is applicable to many
fields, including education, advertising,
journalism, and science.
It enables individuals to engage with and
understand visual media in a meaningful
way, allowing them to interpret and
create visual messages that effectively
convey information and ideas.
Visual literacy is becoming increasingly
important in today's world, as we are
bombarded with visual information from
a wide range of sources, including social
media, advertising, news media, and
entertainment.

V I S U A L L I T E R A C Y F O R E N T R E P R E N E U R S
By developing visual literacy skills,
individuals can critically analyze and
effectively communicate through
visual means, and better understand
the role that visual images play in
shaping our perceptions and attitudes.
Why Improve Visual Literacy?

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Visual literacy is crucial for entrepreneurs as
it allows them to effectively communicate
their brand message through various visual
channels, such as logos, packaging, and
advertising.
By understanding the language of visuals,
entrepreneurs can create powerful and
compelling visual content that resonates
with their target audience and enhances
their brand image.
Moreover, visual literacy can help
entrepreneurs analyze and understand
market trends, consumer behavior, and
industry developments through the use of
visual data and information.
Visual Literacy and Entrepreneurs

There are several elements that make up the
design aspect of visual literacy. These will be
covered in more detail in later modules, but
they include:
• Line
• Plane
• Volume
• Colour
• Value
• Texture
Design Elements of Visual
Literacy

Co-funded by the
Erasmus+ Programme
Why is Visual Literacy
Important For Your
Business?
Topic 2:

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In Business, visual literacy is important
and cannot be something that is
overlooked. We are exposed to media of
all types throughout our day, and having
an understanding of how this works can
help you.
But you might ask “how could this help
my business?”
As social media is becoming more and
more popular, the importance of your
business having a comprehension of
visual literacy will make sure to keep you
and your business relevant.
Let’s take a quick look at how visual
literacy can impact social media.

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Think about the massive usage of social
media- each day, over a billion hours of
video are watched on YouTube, 400
million pictures are uploaded and 8
billion viewed on Facebook, 95 million
images are uploaded on Instagram, with
10 billion views on Snapchat.
With this amount of information being
consumed every day, the time we are
taking to process this information is
getting shorter and shorter. This means
that the time that you might reflect and
analyse the viewed material is very
limited.
Social Media and Visual Literacy

Strong visuals, especially images and
videos, are more likely to grab the
attention of your audience and
increase engagement with your
content. This can lead to more likes,
shares, and comments, ultimately
helping to grow your business.
Businesses that utilize visual content
such as images and videos are more
likely to attract and retain followers.
Strong Visuals

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Visual Literacy can improve your brand
recognition. For example, using visual
elements such as logos, colours, and fonts
consistently across all marketing materials
can help build brand recognition and trust
with your audience.
Think about the Nike swoosh or the Coca-
Cola logo – both of these brands have
created a strong visual identity that is
instantly recognizable and helps build trust
with consumers.
By utilizing visual elements effectively,
businesses can create a strong, recognizable
brand that resonates with their audience
and sets them apart from the competition.
Other Ways Visual Literacy
Can Help Your Business

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When it comes to website design, visual
elements such as colour, imagery, and
typography can all play a significant role in
creating a positive user experience.
A website that is visually appealing and
easy to navigate can help build trust and
credibility with visitors, and make it more
likely that they will stick around and
engage with your content.
Perhaps most importantly, a visually
appealing website can also lead to higher
conversion rates. By making it easy for
visitors to find what they are looking for
and engage with your content, you can
increase the likelihood that they will take
action – whether that's making a
purchase, filling out a form, or subscribing
to your newsletter.
Visual Literacy and Website Design

Showcasing products and services through
high-quality visual content is another
important reason why visual literacy is
important for businesses.
Visuals, such as images and videos, can help
potential customers get a better
understanding of what your business offers
and what sets it apart from the competition.
Visual content can also help businesses
establish an emotional connection with their
audience by showcasing how their product or
service can enhance their lives or solve a
particular problem.
Showcase Your Business with
Visual Literacy!

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Building trust with your audience is an
important factor for any business, and
visual elements can play a key role in this
process. Visuals can help build trust with
your audience by providing a more
personalized and human connection to your
brand.
By using images and videos that showcase
the people behind your brand and the
values that drive your business, you can
create a more relatable and authentic
image of your company. This can help
potential customers feel more connected to
your brand and more willing to do business
with you.
Build Trust With Visual
Literacy

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In many cases, information that businesses
need to convey to their audience can be
complex and difficult to understand. By
using visuals such as diagrams, charts, and
infographics, businesses can simplify this
information and make it easier for their
audience to understand.
Visuals can help to break down complex
ideas into easily digestible pieces, making
it easier for people to absorb and retain
information.
For example, a software company might
use an infographic to explain how their
product works, breaking down complex
technical concepts into a series of simple,
visual steps.
Simplify Complex Information
With Visuals

Co-funded by the
Erasmus+ Programme
Examples of Visual
Literacy in Business
Topic 3:

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Over the past two topics, we have explored
various reasons why having an understanding
of visual literacy is essential for businesses to
succeed. From enhancing website design to
conveying emotions, visual elements can play
a vital role in building a strong brand identity
and connecting with your audience.
In this topic, we will delve deeper into the
practical applications of visual literacy within a
business context. Through real-life examples,
we will see how visual elements can impact
different aspects of a business, such as
marketing, communication, and product
design. By understanding these examples, you
will gain a better understanding of how to
leverage visual literacy to achieve your
business goals and connect with your
audience in a meaningful way.
Examples of Visual Literacy in
Businesses

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Coca-Cola's success is largely due to its
masterful use of visual storytelling. From the
company's signature red and white colour
scheme to its iconic Christmas campaigns,
Coca-Cola has demonstrated how visual
elements can evoke emotion and create a
lasting connection with consumers.
By using compelling imagery and powerful
storytelling, Coca-Cola has established itself as
one of the most recognizable and beloved
brands in the world.
The company's iconic Christmas campaigns,
featuring the Coca-Cola truck and Santa Claus,
are a great example of how visual elements
such as colour, imagery, and storytelling can be
used to create an emotional connection with
an audience.
Coca-Cola

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Apple's visual aesthetic is a key component
of its brand identity, and has helped to set
it apart from competitors. By using
minimalist design, the company creates a
sense of sophistication and elegance that
appeals to consumers.
Apple's attention to detail in its use of
visual elements such as typography, colour,
and white space has contributed to its
success as a company, and has helped to
create a cohesive and recognizable visual
identity across all of its products and
marketing materials.
Apple's commitment to visual excellence
has played a pivotal role in its brand's
differentiation strategy and has
consistently attracted consumers.
Apple

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Airbnb's success in the accommodation
booking industry can be attributed in part to
its emphasis on visual communication. By
utilizing high-quality photos and videos, the
company enables users to have a more
immersive experience when selecting a place
to stay, and helps users feel more confident
in their selection.
The use of maps also helps users to get a
better understanding of the location of the
property they are interested in. In addition
to providing a better user experience,
Airbnb's visual elements help to establish
trust with its users.
By prioritizing visual communication, Airbnb
has been able to differentiate itself from
other competitors in the crowded
accommodation booking market.
Airbnb

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Nike's advertising campaigns have
consistently demonstrated the power of visual
storytelling and are a leader in the sports
industry. By featuring images of athletes
pushing themselves to their limits, Nike is able
to tap into the emotional resonance of sports
and competition. These images, paired with
Nike's iconic "Just Do It" slogan, convey a
powerful message of empowerment and
determination.
In addition to its advertising campaigns, Nike's
use of visual elements extends to its product
design, with its signature swoosh logo and
bold typography helping to establish the
brand's identity. By inspiring people to push
themselves and achieve greatness, Nike has
built a loyal following of customers who
identify with its brand values.
Nike

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National Geographic's emphasis on
stunning photography and video content
has contributed to its success in visual
storytelling. Through its use of visuals, the
company transports its audience to
different parts of the world and conveys
complex information in an engaging
format.
By combining visual elements with expert
storytelling, National Geographic creates
an immersive experience that inspires
wonder and curiosity. This approach has
helped to establish the company as a
trusted source of information and a leader
in the media industry.
National Geographic

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Instagram's success in visual communication
can be attributed to its ability to make visual
storytelling accessible to a wider audience.
With its focus on photos and videos, the
platform has fostered a new generation of
visual storytellers. Its range of filters, editing
tools, and visual elements enable users to
create engaging and visually appealing
content that resonates with their followers.
Through its visual platform, Instagram has
revolutionized the way we communicate and
has provided a platform for individuals and
businesses to tell their stories in a
compelling and impactful way.
Instagram

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Red Bull is a brand that has used visual
storytelling to great effect in its advertising
campaigns. The company's focus on extreme
sports and high-energy events has lent itself
well to visually striking marketing materials,
which often feature bold graphics, vibrant
colours, and dynamic action shots.
Through its use of visual elements, Red Bull
has been able to establish itself as a brand
associated with adrenaline-fueled
experiences and a sense of excitement.
Red Bull’s visually engaging content has
helped to capture the attention of a young,
active audience and has enabled the company
to build a strong brand and loyal following.
Red Bull

Co-funded by the
Erasmus+ Programme
Quick Tips for Improving
Visual Literacy
Topic 4:

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Throughout the modules of the INVOLVE
Visual Literacy Course for entrepreneurs,
we will take a much deeper look at all of
the different aspects of visual literacy
and how it can help your business.
Over the next few slides we will identify
ten top tips to get you started on
improving the digital literacy of your
business!
Introduction to 10 Top Tips

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1. Use simple and clear visual elements to
convey your message-
Simplicity is key in visual communication.
Avoid clutter and complexity by using clear
and concise visual elements that effectively
convey your message, ensuring that it is easily
understood by your audience.
2. Use colour purposefully and consistently
to create an emotional connection with your
audience-
colours have psychological associations and
can evoke specific emotions. Choose colours
that align with your brand identity and evoke
the desired emotional response from your
audience. Consistency in colour usage helps to
reinforce your brand and create visual
harmony.
10 Tips for Visual Literacy

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3. Incorporate contrast to draw attention
to key elements and create visual
interest-
Contrast helps to make certain elements
stand out. Utilize contrast in colour, size,
shape, or texture to highlight important
information or create visual focal points
that guide the viewer's attention.
4. Choose appropriate typography to
enhance the readability and impact of
your message-
Typography plays a crucial role in visual
communication. Select fonts that are
legible and align with your brand's
personality. Consider factors such as font
style, size, and spacing to ensure optimal
readability and visual impact.

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5. Use visuals that are relevant and
relatable to your target audience-
Tailor your visuals to resonate with your
specific audience. Use images, graphics, or
illustrations that are relatable and align with
their interests, values, and preferences,
creating a stronger connection and
engagement.
6. Pay attention to composition and layout
to create a sense of balance and hierarchy-
Effective composition and layout help guide
the viewer's eye and create a visual
hierarchy. Consider elements such as
symmetry, alignment, and white space to
achieve balance and organize information in
a visually pleasing and intuitive manner.

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7. Use data visualization techniques to simplify
complex information and improve
understanding-
Data can be overwhelming, but visualizing it
through charts, graphs, or infographics makes it
more accessible and easier to comprehend. Use
appropriate data visualization techniques to
simplify complex information and convey key
insights in a visually engaging way.
8. Use storytelling techniques to create
engaging visual narratives that connect with
your audience-
Visual storytelling captivates and resonates with
viewers. Craft narratives that evoke emotions,
inspire action, or communicate your brand's
values. Incorporate storytelling elements such as
characters, plot, and conflict to create
memorable and impactful visuals.

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9. Use feedback and testing to refine and
improve the effectiveness of your visual
communication-
Gather feedback from your audience or conduct
usability testing to understand how well your
visuals are received and understood. Iterate and
refine your visual communication based on the
insights gained, ensuring continuous improvement
and effectiveness.
10. Stay up-to-date with current design trends
and technologies to ensure that your visual
communication remains fresh and relevant-
Design trends and technologies evolve rapidly.
Stay informed and adapt your visual
communication accordingly to ensure it remains
visually appealing, modern, and resonates with
your target audience.

Co-funded by the
Erasmus+ Programme
Exercise to Improve Your
Digital Literacy
Activities:

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Click on the link below:
http://www.smeltery.net/fr/a-propos/jack-
usine
Explore the different artistic fonts and
letterings. Think about the following
questions:
Can you see the relationship between the
vernacular and the social thinking?
Can you see how aspects of Usine’s
environment helped to impact his work?
Do you see any fonts that would suit your
own business?
Activity 1
During his time at the Ecole des Beaux-
Arts in Bordeaux in 2002, Jack Usine, an
enthusiastic draftsman and typography
enthusiast, established SMeltery.
With a background as a graffiti artist,
Usine maintains a close connection to the
urban environment and its signage, which
serve as both inspiration and subjects of
examination. By harnessing the power of
vernacular elements and utilizing words as
a medium, he delves into the realm of
alphabets—an expansive domain that
intersects typography, graphic design, and
art.
1

Co-funded by the
Erasmus+ Programme
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https://www.visualentrepreneurs.eu/
Thank you
Thank you for reading Module 1 of the
INVOLVE Visual Literacy Course for
Entrepreneurs. The next Module is Module 2,
where you will learn about the concept of
Understanding Design practices, exploring its
significance and how it can benefit your
business. Additionally, we will also provide
you with practical examples of how you can
apply Understanding Design practices in your
own business.

INVOLVE - Module 1.pptx

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