Like words, images are symbols that are the building blocks of persuasive messages. Images communicate in ways that words cannot.
1) Use of dots, lines, shapes, direction, and balance all serve to indicate stability or excitement.
2) Space and proportion also communicate meaning to viewers.
3) Colors is one of our most profound visual cues, conveying many different ideas to viewers.
4) Camera angles and lighting of a pictures can be used to represent reality in mediated images.
However, it is difficult to “test” an image for truthfulness, yet visual images can be evaluated based on how well they communicate an idea and on the appropriateness of the idea.