ah teaches graphic design (SD-36) (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 (Oct 9).
Today's critique
Our approach
We will be asking questions of the work. Please phrase every 'critique' as a question.
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
Contexts
Consider:
- How is it accessed?
- Environment used in?
- Time of use?
Peer critique prep
In preparation for today's critiques, please:
- Open your project on one of the lab computers.
- Make sure you have a pen or pencil ready
- Once ready please raise your hand and I will provide you with a stack of post-its.
Peer critique reminders
For today's peer critique, we will be providing you with a series of prompts to guide your critique. For each critique you provide please make sure to:
- Be specific about what you are referring to.
- Be clear about what is working, or not.
- Explain why it is working, or not.
- Include your name at the bottom of the critique.
Leave your post-its at the project you are providing critique on.
Peer critique process
After each prompt, you will move to the next project (+1 from where you are). Please make sure to leave your critique on a post-it at the project.
Peer critique start
Please move +1 project.
Is the hierarchy of text clear? Do you understand what is a title, subtitle and otherwise? Why so or why not?
You have...
Is the text readable? Are the line-lengths comfortable, is the order in which it is read clear? Why so or why not?
You have...
Is the structure consistent? Why so or why not?
You have...
Is the structure repetitive? Why so or why not?
You have...
Is whitespace used effectively to separate elements and/or direct attention? Why so or why not?
You have...
Do the elements of the design — type, colour, images, ornamentation — feel like a set? Why so or why not?
You have...
Are they working with a grid structure? Why so or why not?
You have...
Does the design of the article feel connected to the content? Why so or why not?
You have...
What do you like and wish about this design? and why?
You have...
What questions do you have about the design? and why?
You have...