Reading Notes
Chapter Two – pgs 34-53
Signs
– something that means something to someone. Basic
Physical
attributes of the sign are arbitrary to what it stands for. (debatable)
Reflective
approach – meaning is inherent and language mimics what
is already there
Intentional
approach – meaning is imposed on the thing by its creator
Constructionist
approach – the meaning of something is shaped partially
by the social practices that surround it
Connotation
– an idea or feeling that a representation invokes in addition to its literal
meaning. 2nd level, relative, subjective, emotional.
Denotation
– literal, direct, explicit meaning without metaphor. 1st level,
less relative, objective, rational.
The
designer must search for signs that are generally understood to represent the
appropriate concepts and also present them in a way that competes successfully
among other demands for people’s attention.
Signs
should be familiar but used in inventive ways.
Analogous
– a representation that is natural or that physically resembles what it stands
for. Not abstract.
Syntax
– visual arrangement of elements with the representation (composition,
structure?)
Type
and images should interact with vectors
Usability, usefulness, and
desirability
Propaganda
– sways opinions
-
Testimonial
-
Bandwagon
-
Scapegoat
-
Reward and punishment
