This article reviews the effectiveness of animation in enhancing textu
al information for instructional purposes. The theoretical basis for v
isual effectiveness is controversial and rests on competing theories s
uch as dual coding, single coding, and mental models. The role of pict
ures in prose is briefly reviewed to identify the factors which determ
ine the effectiveness of illustrative material in printed books, and t
he visual effects of television as an instructional medium are summari
zed. Research on the effectiveness of educational technologies is pron
e to a number of methodological problems, which are outlined. Design c
riteria for multimedia instructional products are summarized.