ah teaches graphic design (Context Shmontext lecture)
Context Shmontext
Lecture outline
Understanding how context and audience plays into understanding our design. Lecture slides will be made available on the day of the lecture (October 1).
In preparation for lecture...
Please close up any laptops, cellphones, Wiis, Steamdecks and other 'beep-boop' devices.
P1 grades
Your P1 grades will be released to you by end of day Thursday. If you have any questions or concerns with your grades please follow-up with Andrew.
Luke will be unable to discuss grades.
Today's critique
Our approach
You choose the critique approach, but be prepared to explain why.
Context Schmontext
Context
The relationship between a user and all the parts of their environment, as they perceive it.
Layers of Information
Within this class I would like you to think about three layers of information:
- Physical: A user's relationship to their environment.
- Semantic: Messages or meaning established for others.
- Digital: Encoded/computer-centric messaging.
Semiotics
Put simply, is the study of signs.
Signs Aren't Just Signs
(in semiotics)
Signs
The Saussurean model
Have two parts:
- The Signifier, was the psychological impression of the sound.
- The Signified was a concept.
Signs
The modern model
Have two parts:
- The Signifier; is the material form we can physically sense.
- The Signified; is the mental or psychological associations.
One Signifier, Many Signified
Signifier
Signified?
One Signifier, Many Signified
Signifier
Signified
- Dog
- Fuzzy
- Cuddly
- Noisy
- Slobber
Abstract Relationships
Signs are relational; we only understand cat in relation to dog.
Icon, Index, Symbol
The Peirce addition
These define three approaches that we take to defining the relationship between the signifier and signified.
- Icons: Signifier resembles the signified
- Index: Signifier directly connected to signified and a link can be observed
- Symbol: Signifier is arbitrarily related to the signified
Icon
Index
Symbol
Dog
How We Talk About Meaning
How might we talk about this as an:
- Icon?
- Index?
- Symbol?
Why These Are Important
Icon, index and symbol illustrate different ways we can interpret meaning of a given message. It also help assess how clearly that relationship may be understood.
Substance and Form
Hjelmslev and semiotics
"...there can be no content without an expression, or expressionless content; neither can there be an expression without a content, or a content-less expression."Louis Hjelmslev
Understanding Meaning
A bit more semiotics
Denotation is a literal or descriptive meaning of an item.
- What is this a picture of?
- What typeface is this?
- What is this colour?
Connotation is a individual or cultural meaning of an item.
- How does this picture make you feel?
- What does this typeface remind you of?
- How does this colour effect your opinion?
DENOTATION
What are the denotations of this photo?
What are the connotations of this photo?
Metaphor
How do the denotations/connotations of this photo compete?
Obvious vs. Obscure
The designer's challenge
This week's critique schedule:
Times are approximate. Please be in the class five minutes before your alloted time.
Critiques with Andrew
- 11:00 Green
- 11:08 Team TBA
- 11:16 Team All In
- 11:24 Tacoma
- 11:32 Team Divas
- 11:40 Architects
- 11:48 MAJE
- 11:56 The Three Sheeps
- 12:04 RAM
- 12:12 ZMZ
- 12:20 if our team name is long enough no one will want to read it
- 12:28 Emilicity
- 12:36 Fire Blasters
- 12:44 Braindump
- 12:52 DJ G
Critiques with Luke
- 11:00 Team 67
- 11:08 Not yet
- 11:16 102 Creatives
- 11:24 Jasper National Park
- 11:32 Team Waffles
- 11:40 Rubber Duckies
- 11:48 We didn't think of one yet
- 11:56 Team HCA
- 12:04 Drawing
- 12:12 Super Strikers
- 12:20 Erik
- 12:28 Team Awesome
- 12:36 Roaring Tigers
- 12:44 Unicorn Sparkles
- 12:52 Punk Batman Sticker
Break time!
Please return for class in 10 minutes