Visuaaleissa

Visuaaleissa is a Finnish term used to refer to the visual aspects of a media product, such as film, video, game, advertisement, or user interface. Grammatically, it is the inessive plural form of visuaali, meaning “in the visuals” or “in the visual elements,” and it is commonly used in analytical or evaluative writing to distinguish what is shown on screen or in images from other channels such as sound or text.

The term functions as a label for discussions about visual language, aesthetics, and composition. It covers elements like color palettes, lighting, camera work, graphic design, typography, and imagery, as well as the overall visual style or ilme. In criticism and analysis, visuaaleissa can be used to point to what a viewer experiences visually across scenes or throughout a project, and to highlight choices that convey mood, meaning, or brand identity.

Usage notes: visuaaleissa is versatile across fields such as cinema studies, game design, advertising, and digital interfaces. It is often paired with adjectives describing the visual style or with verbs referring to analysis or evaluation (for example, visuaaleissa korostuvat kontrastit, visuaaleissa näkyy retroilme).

See also: visuaalinen ilme, visuaaliset elementit, visuaalinen suunnittelu, väripaletti, sommittelu.