The Calculated Creative

Defining Visual Media

Understanding how to interpret and apply visual media is a key skill for modern communication and content creation.

Visual media refers to any communication, or job, that conveys meaning through visual elements.

Some common examples of visual media include:
- Images
- Video
- Information graphics
- Typography

Visual media is all around us.

From advertisements to traffic signs to emoji's.

Let's explore some of the main categories of visual media and how they communicate meaning:


Images are a ubiquitous form of visual media found in art, publications, advertising, and digital spaces.

At their core, images communicate by visually representing real world objects, people, events or scenes.

But the elements that make up an image add additional layers of meaning.

The composition of an image directs the viewer's attention and implies relationships between elements.

Lighting, shading, and color choices set mood and tone.

Stylistic choices like blurring or saturation exaggerate certain qualities.

And symbolic elements like objects or poses represent abstract concepts and ideals.

A close reading of an image should consider all these factors to understand the full intended meaning.

Images also vary greatly in their production, from professional photography to casual snapshots to paintings and illustrations.

The medium and techniques used to create an image impact the message it conveys.

Images leverage our visual recognition abilities to quickly convey representations, emotions, symbols, and implicit meanings.


Video utilizes moving visual media paired with audio conveyed over time to communicate in vivid and engaging ways.

The addition of motion, sound, and duration allows video to tell compelling stories, share information, and represent events in lifelike and dynamic ways.

Video creators use a range of techniques to manipulate the video medium for intentional effects.

Editing allows creators to strategically sequence events, interweave perspectives, accentuate details, and control pacing.

Camera angles and movement add emphasis and interesting perspectives.

Lighting, music, and sound effects heighten mood and drama.

Video leverages the strengths of visual and auditory communication to immerse viewers in dynamic worlds and share narratives in memorable ways.

From blockbuster films to viral cat videos, video dominates online platforms and multimedia landscapes.

Understanding how video creators utilize this flexible medium provides valuable insight into modern communication.

Information Graphics

Information graphics, also known as infographics, transform complex data and concepts into accessible visual representations.

Charts, graphs, maps, diagrams, and other infographics encode information into shapes, icons, positioning, and color.

This allows large amounts of information to be compressed and relationships to be conveyed that are not obvious in raw data.

Effective information graphics optimize relevant visual elements to highlight patterns, communicate hierarchy, show change over time, and reveal insights.

Simple and minimalist infographic designs allow key information to stand out.

Careful incorporation of text supplements graphics without overwhelming them.

When thoughtfully created, infographics can quickly communicate in-depth information to broad audiences.

In an increasingly data-driven world, information graphics play a key role in visualizing research, ideas, and trends for public consumption.

They are ubiquitous in media, education, journalism, business, and more.


Typography is the art of arranging text on visual media like webpages, posters, or books.

Font choice, text layout, color, size, and styling of text all contribute to typographic design.

While often overlooked, typography has a significant impact on the tone, readability, and aesthetic of media.

Serif or sans-serif fonts imply traditional or modern sensibilities.

Monospaced and decorative fonts add visual interest.

Leading, kerning, and line length affect readability.

Bold, italic, or capitalized text adds emphasis.

Centered, right-aligned, or nested text implies hierarchy and structure.

Well-executed typography elevates and enhances the content.

In the digital age, typography subtly influences our consumption of written media in our browsers, apps, and devices.

An awareness of typography as a versatile visual medium helps create polished, coherent designs that effectively communicate.

The Takeaway

Visual media utilizes visual elements to convey meaning and engage audiences. It encompasses a wide range of formats including:

  • Images like photographs, paintings, and illustrations that represent people, places, and objects through deliberate composition, color, and style choices.
  • Video that uses moving images, audio, sequencing, and cinematic techniques to tell vivid stories and share dynamic content.
  • Information graphics like charts, maps, and diagrams that transform complex data into clear visual representations.
  • Typography that carefully arranges fonts, text styling, and layouts to optimize readability and convey tone.

Though they take many forms, visual media leverages visual processing strengths in humans.

And is a field that can lead to strong earning potential from $100k to even millions.

Elements like color, shape, and composition encode meaning and emotion.

Understanding how to interpret and apply visual media is a key skill for modern communication and content creation.

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