For your Final Visual Analysis Paper, review the feedback and grading on your Week 4 Thesis and Outline submission. Apply the feedback comments in your written analysis paper. This paper needs to be at least six pages in length using APA formatting; this length does not include images or the APA title/reference pages.

Be sure to substantiate your analysis ideas with quotes and information from at least four academic sources.

These four academic sources may include any of the following:

  • Robin Landa’s etextbook,
  • Additional readings located under each module, and/or articles you find in our LLS – for additional help finding research articles click here to set an appointment.

In your final paper, remember to consider the effects the visual elements have on the viewers:

  1. Sensory Response – When analyzing the viewer’s sensory response to a particular visual, it is important to consider the visual elements that attract the eyes. Close your eyes when considering a visual. When you open your eyes, what are the first visual elements that you see? When analyzing a viewer’s Sensory Response, you may consider analyzing at least two of the following effects:
    1. Colors
    2. Lines
    3. Shapes
    4. Balance
    5. Contrast
  2. Perceptual Response – When analyzing a viewer’s perception of visuals, it is important to consider the audience. Consider who is or is not attracted to this type of visual communication. When analyzing a viewer’s Perceptual Response, consider at least two of the following effects:
    1. Target audience specifics (age, profession, gender, financial status, etc.)
    2. Cultural familiarity elements (ethnicity, religious preference, social groups, etc)
    3. Cognitive visuals (viewer’s memories, experiences, values, beliefs, etc.)
  3. Technical Response – When analyzing a viewer’s response to certain visuals, we need to consider the technical visual aspects that may affect perception. Describe how visuals affect the interpretation of the intended media communication message. Address specific technological elements that impact perception. When analyzing the Technical Response, consider the Laws of Perceptual Organization (similarity, proximity, continuity, common fate, etc), and at least two of the following types of visuals:
    1. Drop-down menus
    2. Hover-over highlighting
    3. Animations
    4. Quality of visuals
  4. Emotional Response – When analyzing a viewer’s Emotional Response, it is important to consider the targeted audience preferences and emotional intelligence. Discuss what the viewer might want to see and what type of visual presentation will set the tone for that response. When analyzing the Emotional Response, consider the effects of at least two of the following types of visuals:
  5. Mood setting colors
    1. Mood setting lighting
    2. Persuasive images
    3. Positioning of search or purchase buttons
    4. Social media icons and share options
  6. Ethical Response – When analyzing a viewer’s Ethical Response, it is important to consider the targeted audience values and beliefs. Identify any negative messages about certain ideas, groups, or cultures. Describe and pinpoint images that may be inappropriate for a variety of viewers. Keep in mind that your website can be accessed by all ages and groups. When analyzing the Ethical Response, consider at least two of the following types of visuals:
    1. Visual stereotypes
    2. Limitations in diversity
    3. Inappropriate images for all audiences
    4. Digital alterations
    5. False representation or advertising



The in-depth exploration of the five sensory elements and perspectives put forth on the Houzz website, a house design website depicts the use of visuals creatively to capture the attention of its audience. Useful Information on architecture tips provides power and trust to users; thus the purchase of goods becomes inevitable.

Visual Communication and Media Introduction

Visual communication is an art of transmitting information through drawings, images, gestures, posters, and short video films. Art and artists are generally highly esteemed. Why? Maybe because art has striking beauty, it is easy and fast to read, it has the personality of the artist, and the buyer may have an emotional relationship with it. This retrospect nails it down why visual communication is the way forward. To add, seeing is believing.

Architects use plan drawings, modern days’ plans have been enhanced by application of 3D images and even spiced up to videos and stimulation, to communicate effectively and enable visual comprehension hence selling of product to clients.

Effect of visuals in media to the viewers.

1. Save time, as the brain processes images 60,000 times faster than it does to texts. A viewer will hence be attracted to see pictures more.

2. Provide information clarity as in front cover and trailers. Viewers love for products depend on transparency and appeal used in advertisements.

3. Bring about consistency; viewers identify a product by its colors and logo thus boost the identity and brand of a company.

4. Give viewers a better retention of information.

5. Are easily interpreted. Thus viewers have an easy time as images are simple and clear to the majority of groups of people.

6. Are flexible to large audience as images and videos have no local language.

7. Are effective as the audience easily remembers them

8. Are loved as than words. Social media platforms encourage advertisers to use more images than words.

9. Video conferencing is more interesting than voice calls as there is the ability to communicate face to face

Social media is a significant success in technology. Its primary attributes are photographs, videos and interaction, speed and many people embraced it and enjoyed it thoroughly. Companies have thus also welcomed visual communication in their brands and advertisements.

Sensory Response

The sensory response is the feeling associated with physical senses, Example smelling a rose. Visual senses are eyes. Houzz website has incorporated the use of high defined photographs accompanied with captions placed mostly centrally and embedded within the picture, above or below the image. Central captions are mostly hyperlinks to more information on the same website about the topic highlighted.

The images provide an atmosphere of architecture and related activities, enticing the viewer to remain on the website and get professional house design services if they need to.

1. Eye-catching Visual Elements Found In The Houzz Website

2. Color, line, pattern, balance, shapes, contrast, symbols.

Color; White has been used as the base color. It brings relaxation. Green is the second primary color used. This is the Houzz company color of the company. It is however used sparingly, in enough quantity; at the introductory part of the website, at significant links in the website, e.g., get started link. This helps a user familiarize and always keep in mind the company Houzz. Black is used in comprehensive information. Images of houses, bedrooms, landscapes, backyards, etc. are rich in pixels of high quality. Their composition involves a balance of color such as the use of hues.

Lines; The website has few visible but faint lines. They are used in the drop-down menu, in underlining minor links, and below photographs at the commentary section. Lines also are used to separating articles.

Pattern; Website Arrangement mobile view shows that care was taken to ensure the centrality of writing layout captions essential symbols.

Balance; Images and texts are balanced in terms of the arrangement. The color used, green white and black in the site are balanced; hence images also take their place and stand out in tranquility.

Space; Spacing also provides order needed. Images have a border that is slightly visible but present and keeps images intact.

TEXT link


Symbols; Houzz uses simple symbols, easy to interpret and remember. The logo of the company is a symbol of house and letter h. Subtitles relaying information on services provided have symbols in black and white color accompanying them. The symbols are more of sketches, thus pass information very quickly. The symbols use basic shapes like triangles, circles. Colored flag symbols of different countries which are also hyperlinks are used alongside Houzz global sites. This heightens user curiosity thus more effective than regular texts.

Contrast; Use of green (specifically lime green) and white as primary colors, apart from the writings in black, bring an incredible difference. The distinction brought is elegant and straightforward. It is a good color block, easy on the mind. Images used also enhance contrast. Thus a user can stay browsing on the site for long periods and still come back again.

Unity; The site has used similar design throughout its website. Landscape layout (mobile view). The same color has been applied, and related items have been put together. Houzz website has also incorporated the use of images.

Perceptual Responses

Audience; Houzz website attracts all viewers, especially home design lovers, people who want to design their homes, buyers of home furniture and utilities, people who want to solve a problem in their home or want professional home design services, e.g., architects and carpenters. Houzz attracts professionals to provide services. Houzz website accommodates all age brackets as the visual images are easy to understand; in the case of young children, there is a section for photographs. Youths and adults enjoy quality photography, text information, and services present.

Financial status; People of all economic status benefit from Houzz as products provided range from items, e.g., furniture and lights to services like carpentry and architecture. The prices are clearly stated alongside the image of the product. This straightforwardly helps buyer plan to buy.

Cultural familiarity elements; Houzz website has Houzz Television incorporated in it. Videos show clients wanting to give thanks or promote good spirit due to the renovation of homes. California Dream garden video shows the positive energy present to uplift users. A video of a kitchen designed for wheelchair use promoting the gift of the person using it until she becomes a chef promotes mindfulness. Celebrities like Ludacris, FL player, Gordon Ramsey chef among others have house design related videos showcased; this makes the site accessible and attractive to users.

Cognitive visuals; A viewer can retain a lot of information from the website since many images and videos are used. At Houzz Tv, do it yourself design videos or installation videos, e.g., of fixing a barrel provides engagement to users that attracts and retains them.

Family aspect in home design is also present; ‘how two homes can live under one roof.’ Build interest and emotional attachment relationship of the user to the site.

Technical Response

Houzz has to drop down menus that are neat and have links to the mentioned title, making it easy to use. Hover-over highlighting has been mainly used in word hyperlinks. Consistency and similarity in design have been applied in the links. This saves time and makes it easy for users to follow. High-quality images and videos with balanced composition, color and beauty, attracts viewers, convey texture and relay information quickly. Switch images capture the attention of user hence bringing form. Images also bring texture. Videos used are also exciting. Symbols used are pure good to relay quick information.

Emotional Response

Persuasive crystal clear images and switch images attract users which can be viewed in-depth and shared are present. Purchase buttons are visible and near the product. Search buttons are placed above the page eased searches.

The sign in link at the top of the page is easily accessible, and reads get started. ‘Save to idea book’ is a feature necessary for users who would like to save interesting photos and products; this meets their emotional attachment needs well.

Ethical Response

Some videos incorporate some social beliefs, e.g. ‘Beyond the ghost stories of Winchester Mystery house’ and ‘making candy-corn candles for Halloween’ that may not apply to every person’s feelings. This may be inconvenient some users.


For one’s website to be enjoyable, attractive to many users and relay information, one must consider all five aspects of visual communication. One ought to learn from Houzz and nature and its principles; it has aesthetics and functionality.


Ledin, P., & Machin, D. (2018). Doing Visual Analysis: From Theory to Practice. SAGE.

McFedries, P. (2014). Teach Yourself VISUALLY Complete Mac Pro. John Wiley & Sons.

Houzz. (2019). The New Way to Design Your Home. Retrieved from

Webtech. (2017). How to Analyze the Quality of Your Website. Retrieved from

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