People who are interested in learning more about themselves, their style, and expression through the images they produce. Amateurs and professionals alike can benefit from our services. Whether you are taking photos for a family album or for a client, PhotoCrit.com’s knowledgeable staff of educators can help you learn more about what your images communicate.

Is PhotoCrit.com knowledgeable only in the field of photography?

Though photography is somewhat a mainstay for us, aesthetic rules can be applied to anything visual. Furthermore, all visual works will convey an image, style, and meaning. Whether you are a business, a fine artist, or a curious person wanting to learn more about Visual Literacy, PhotoCrit.com is for you.

For instance, businesses needing clarification as to what their visuals communicate can benefit in the following way: before a presentation, send PhotoCrit.com your charts, graphs, and other visual information and we will give you feedback as to what is being conveyed in the material sent. Likewise, those who produce paintings and drawings can also submit their work for a critique. Anyone interested in learning how to strengthen aesthetics and visual communication will benefit from our services.

Why is getting feedback in the form of a critique valuable?

Just as it is difficult for a writer to proofread and edit their own work, it is equally difficult for those producing visuals to anticipate their effect on a viewer. A critique is the standard method used in all established visual learning environments. It is a critical tool that helps a visual creator more fully understand what is being communicated to a viewer. Unfortunately the critique practice usually stops when a person leaves school, stops their lessons, etc. PhotoCrit.com believes that learning should not be confined to standard educational institutions and that all who produce visuals can benefit from a critique.

You mention becoming more “visually literate.” What does that mean?

Visual Literacy is an area of study that deals with the critical “reading” of a photograph.

A fundamental tenet of Visual Literacy is that photographic images are a language and thus can be understood in much the same way as a written text can.

Just as a person who can speak a language, but cannot write or read it is considered illiterate, a person who sees images, but has not been taught visual literacy skills cannot fully understand them.

Educators who have taught people to read a photograph realize that they use a similar process as those who teach the written language. We spend much time in grade school learning the language we speak. We start with simple concepts such as the alphabet and end with complex systems of organization and rules. Along the way we label the components of language: verbs, nouns, adjectives, etc. that we use later to build a proper sentence. Phrases and clauses are identified, verbs are conjugated, syntax is practiced, until finally we are proficient in writing and reading.

Likewise, with images, educators can name the specific components that photographers use to create a picture. Our ABC’s however, consist of visual elements--camera angle, contrast, scale, lighting, texture are just a small part of what we use to create visual meaning. We also take into consideration the choice of subject matter and what those choices convey. Just as all words have meanings, every object in a photograph, drawing, painting, chart, etc. conveys something in our culture and therefore has meaning.

Can one learn to become visually literate through the images that are all around us, or do we need to produce the images in order to understand them?

In learning to read and write, we practice reading and writing in order to more fully understand the rules and structure of language. The same is true with learning to read images, the fastest and most thorough way to acquire Visual Literacy skills is to analyze visuals around us (read) and to create our own (write).

I’ve heard of Media Literacy. Is this the same as Visual Literacy?

Visual Literacy is the study of how images are structured. Once we understand the basic rules of the photographic language we will have a greater understanding of any image we encounter, including media images. As with verbal reading, once we acquire the necessary skills, it is up to us as to what we use those skills for. For example, we may choose to read a novel, a magazine, a newspaper, a comic book, etc. The field of Media Literacy specifically concerns itself with helping people to become literate about images created specifically by the media. Visual Literacy is a broader field.

Why is there more attention given to Media Literacy at this point in time?

Just as people recognized bias in journalism, they are also suspicious of bias being conveyed in images that the media creates. In addition, parents are concerned about negative images being thrust upon their children in film, magazines, and television. The hope is that if they are able to more fully understand images that they will be more critical consumers of culture and therefore have more choices. One often overlooked aspect of acquiring Media Literacy skills is that they can also can be used to benefit to art directors and advertisers. In order to create more successful advertising and more creative media images sharper Media Literacy skills are needed. The critique is an additional way to test a market by learning more about how a viewer will make sense of the graphics being produced.

Can becoming more media literate make one a more critical consumer?

PhotoCrit.com believes that once everyone is visually literate, there will be more choices for advertisers and consumers alike. If consumers feel they are being manipulated or condescended to, advertisers will be able to try different communication styles to reach their target audience. Ultimately, PhotoCrit.com’s interest is in creating a more visually literate culture. Once people are visually literate, it is up to them as to what end they use those skills for.

Wouldn’t it follow that the media and advertisers would not want consumers to become more visually literate?

Once our culture is more visually literate, it is unavoidable that we will become more media savvy. The media will respond accordingly and consumers will continue to consume. This question is really about communication. Consumers and advertisers will still need to work together to find ways to communicate that are mutually satisfying.

Why don’t I hear more about Visual Literacy if it is so important?

There is no doubt that there is still resistance to society becoming more visually literate at this point. Even though our world has shifted toward becoming an image culture, necessary visual skills are not taught to schoolchildren, for instance. In addition, there are few articles written and even fewer discussions on television to raise awareness of the need for Visual Literacy for fear of offending the publishers’ and stations’ advertisers.

Though it has been a slow process to becoming more visually literate, it should be noted that there was also an initial resistance to becoming a more verbally literate society. However, just as it is now obvious that those who were unable to read contracts and were forced to sign with an “X” were at a disadvantage, it is now becoming obvious that we too are at a disadvantage in business and in the mainstream if we stay visually illiterate. As our culture becomes more visually dependent and integrated (cell phones linked to cameras, widespread internet use, etc.) Visual Literacy educators hope to provide the necessary skills needed to interpret the world around us. The time is now to help businesses, artists, and laypeople alike negotiate the complex terrain of image communication. PhotoCrit.com can assist with that—one image at time.