The document discusses three factors that shape graphic effectiveness for visual learning: content, medium, and characteristics. Content refers to the purpose of informing, supporting procedural or principle-based performance. Medium is the format such as books, notecards, or computer screens. Characteristics include surface style, static or dynamic features, and how it communicates psychologically. Balanced choices across these three factors will ensure instructional goals are achieved, while unbalanced choices can cause distraction and lack of learning.