2.++Visual+Literacy

=**Visual Literacy Assignment # 2** =

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Assignment Directions:
Critic the following visual design using the PAT model from your own perspective including: > **1)** your interpretation of the visual message > **2)** the overall design in terms of PAT model (positive and negative) > **3)** the improvement of the visual if there is any to enhance the effectiveness of convening the message to the audience

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My interpretation of the visual message
I believe the overall message of the visual design is: American’s eat too much protein in our diets. My interpretation is based on the “Overproteined” heading label in the design’s black super block and that each of the sub-block labels include ‘Americans” and a protein rich food name in their titles.

Overall design Evaluation base on the PAT model (positive and negative)
**(0 to 1)** ||  || **Rational** ||
 * **Design Criteria** || **Rating**
 * **Perceptions** ||  ||   ||   ||
 * Figure-ground || 0 || - || The design does not try to use real world organizational layout ||
 * Hierarchy || .4 || +

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- || The design has a logical super/sub frame layout that properly indicates that each source of protein food adds to an overall total. The design includes Chicken as 2 separate sub frames with different contexts (billions raised per year vs. number eaten per second). This inconsistency of units and the overlapping set of data invalidate the overall message the author is trying to convey, it may make some viewers question the overall message’s truth. The design includes 2 random headers and 2 labels in the upper left corner of the graphics. || +
 * Gestalt || .5 || +

+ - || The design’s use of the super/sub frame layout qualifies for the “whole is greater than the parts” style of Gestalt The design’s use of parallel sub-frames for each protein food and the inclusion of an image for each food qualifies for the “Similarity” style of Gestalt, but the inconsistent layout of the images and the use of a ‘chick’ (living animal) vs. the other examples are all ready to eat images reduces the similarity score. The use of pictures of eatable food (3 or 4) when discussing people’s diet qualifies for Experience style of Gestalt. The design does not include the other styles of Gestalt. || - || The Design uses color differences for the background, super-frame and each sub-frame. The hot bogs sub-frame background color and the overlapping hot dog bun colors are too close. || - || The sub-frame boxes are properly aligned to each other and their text organization and fonts are aligned. The images of the foods should be aligned vertically with each other and centered with their text descriptions ||
 * **Actions** ||  ||   ||   ||
 * Contrast || .8 || +
 * Repetition || 1 || + || The design uses consistent layout elements ||
 * Alignment || .5 || +
 * Proximity || .5 || + || The food images should be consistently located in the sub-frames of their descriptions. ||
 * **Tools** ||  ||   ||   ||
 * Type || 1 || + ||  ||
 * Shape || .8 || + || Clip art is very simplistic and does not engage viewer ||
 * Color || 1 || + ||  ||
 * Depth || .8 || + || The food images are very simplistic and not attention grabbing ||
 * Space || .8 || + || Core super-frame/sub-frame is good, but image placements are marginal and stray headers and headings are confusingly located. ||
 * TOTAL || 8.1 ||  || Of a possible 12 ||

My suggestions for improvement of the visual design to enhance the effectiveness of convening the message to the audience
Change the “Chickens Eaten” units of measure from “chickens per second” to “chickens consumed by Americans per year” to be consistent with the other categories. Add an extra Category for “Other Protein Food Servings” to include missing data from the original design that supports the design’s goal Remove the extra 2 random headers and 2 labels in the upper left corner of the graphics. || Use consistent layout of the images and use consistent “ready to eat images” of food. Improve the proximity of the images to the category sub-frames. || Change the hot bogs sub-frame background color to light blue. || The images of the foods should be aligned vertically with each other and centered with their text descriptions ||
 * **Design Criteria** || **Improvement** ||
 * **Perceptions** ||  ||
 * Figure-ground || Add an overall graphic that shows the number of Americans vs. the overall population of the world to visually show the amount of protein Americans eat vs. the average person in the world. ||
 * Hierarchy || Remove the “Chickens Raised” sub-frame because it is a duplicate of the “Chickens Eaten” category.
 * Gestalt || The design’s use of the super/sub frame layout qualifies for the “whole is greater than the parts” style of Gestalt
 * **Actions** ||  ||
 * Contrast || Improve the quality of the images of food.
 * Repetition ||  ||
 * Alignment || The sub-frame boxes are properly aligned to each other and their text organization and fonts are aligned.
 * Proximity || The food images should be consistently located in the sub-frames of their descriptions. ||
 * **Tools** ||  ||
 * Type ||  ||
 * Shape || Improve the quality of the images of food. ||
 * Color ||  ||
 * Depth || Improve the quality of the images of food. ||
 * Space || Improve image placements Improve heading location and size. ||