Visual communication design students’ self-perception of their visual literacy competency in determining, retrieving, interpreting, and evaluating visual materials

Abstract

In today’s world, visual competence plays an increasingly important role. Proficiency in visual literacy is an essential competency in various fields, including marketing, design, education, and journalism. The competency to convey messages effectively, attract audiences, and promote engagement is crucial for success in these industries. At the university level, visual literacy is an essential competency for university students studying visual communication. A lack of sufficient visual literacy leads to several key challenges. Research indicates that most university students in China do not have sufficient visual literacy competencies. However, there has been a dearth of scholarly inquiry looking specifically into the visual literacy competency standards of students studying visual communication design in China despite its close association with visual literacy. The study aimed to evaluate the visual literacy competency of students majoring in visual communication design in Shanghai, China, through interviews. The interview questions utilised in this study were developed based on four visual literacy standards created by the Association of College and Research Libraries (ACRL). This study includes the competencies to determine visual materials needed, efficient image retrieval, interpret visual materials’ meanings, and evaluate image credibility when performing visual artworks. The study’s results indicate that students face difficulties in analysing and evaluating images due to their limited exploration of images related information, background, technology, and design elements. Consequently, they encounter challenges such as an inability to distinguish authenticity and judge reliability. These findings are valuable for the curriculum development of students majoring in visual communication design.