Wednesday, February 25, 2015
Monday, February 16, 2015
This Means That
This Means That: A User's Guide to Semiotics
Semiotics: the theory of signs
Signs represent a symbolic relationship between two or more things. How can one thing mean another (for example, apple=health)? We subconsciously analyze relationships between things and form connections in our brain based on cultural context. Different cultures will make different links and not all symbols will have the same meaning when taken out of that context.
In a photo of Adam and Eve, an apple will signify temptation. In other contexts, it will signify health or fruit in general.
We also make references based on cause and effect. A black eye will signify a punch in the face, smoke signifies fire, ticking signifies a clock or time, etc.
We create symbols drawn from the nature of an object. A dove represents peace, a lion represents strength and leadership, a lily represents purity, and so on. In the case of these symbols, we need to know what they stand for in advance; we can't necessarily derive their meaning just by looking at them.
Depending on where we place emphasis, the meaning can shift as well. In the sentence, "I didn't eat Grandmother's chocolate cake," try placing emphasis on each different word. "I didn't eat Grandmother's chocolate cake" has a different meaning than, "I didn't eat Grandmother's chocolate cake," etc. These same transmittal changes can be applied to any message. A writer message is meant to be received by a reader. A designer's message is meant to be received by a viewer. As designers, we must watch for ways to convey different meanings in these various ways.
In addition, there are different ways to mean things. A statement can be sincere or sarcastic. The tone of voice, facial expression, and other communication methods can change the meaning of a message even if the message itself is the same.
Methods to alter the meanings include simile, metaphor, metonym, synecdoche, irony, lies, impossibility, depiction, and representation. Each of these can be manipulated to give new insight into ideas and meanings of images, objects, and texts.
Sometimes, the communication tools lie not in what you include, but in what you leave out. Gestalt or implied information.
Semiotics: the theory of signs
Signs represent a symbolic relationship between two or more things. How can one thing mean another (for example, apple=health)? We subconsciously analyze relationships between things and form connections in our brain based on cultural context. Different cultures will make different links and not all symbols will have the same meaning when taken out of that context.
In a photo of Adam and Eve, an apple will signify temptation. In other contexts, it will signify health or fruit in general.
We also make references based on cause and effect. A black eye will signify a punch in the face, smoke signifies fire, ticking signifies a clock or time, etc.
We create symbols drawn from the nature of an object. A dove represents peace, a lion represents strength and leadership, a lily represents purity, and so on. In the case of these symbols, we need to know what they stand for in advance; we can't necessarily derive their meaning just by looking at them.
Depending on where we place emphasis, the meaning can shift as well. In the sentence, "I didn't eat Grandmother's chocolate cake," try placing emphasis on each different word. "I didn't eat Grandmother's chocolate cake" has a different meaning than, "I didn't eat Grandmother's chocolate cake," etc. These same transmittal changes can be applied to any message. A writer message is meant to be received by a reader. A designer's message is meant to be received by a viewer. As designers, we must watch for ways to convey different meanings in these various ways.
In addition, there are different ways to mean things. A statement can be sincere or sarcastic. The tone of voice, facial expression, and other communication methods can change the meaning of a message even if the message itself is the same.
Methods to alter the meanings include simile, metaphor, metonym, synecdoche, irony, lies, impossibility, depiction, and representation. Each of these can be manipulated to give new insight into ideas and meanings of images, objects, and texts.
Sometimes, the communication tools lie not in what you include, but in what you leave out. Gestalt or implied information.
Monday, February 9, 2015
Chip Kidd: Book Cover Designer
Chip Kidd is a brilliant book designer who works for Alfred A. Knopf Publishing. I love the way he thinks through the message the books is portraying and finds a brilliant way to show that through design. In the top video, he describes his process and how his designs were ultimately rejected by the publisher. In the second video, he share about his successes as a designer as well as the process and how the cover of each book demonstrates the message contained in the book itself. He is a great entertainer as well!
Sunday, February 1, 2015
Thinking Form
Thinking Herb Lubalin
Born in 1918 in New York, Lubalin began his career by doing design work for the world exhibition in New York. In 1941, he took the position of an art director at an advertising firm and went on to establish his own firm in ’64.
His work is beautiful because of the beautiful and simplistic way it always conveys a strong message. Each work makes a statement in and of itself, often with little or no explanation needed on the side.
Thinking Pierre Mendell
Mendell was born in 1929 in Germany and studied design under the well-known designer, Armin Hoffman. In 1961, he launched a studio with Kalus Oberer.
His style of design is both simple and bold. He often uses bold reds to draw attention to his work.
Thinking Emil Ruder
Ruder always utilized a very structured style in his design. It was simple and bold.
Thinking Armando P. Milani
Milani was born in Milan in 1940 and after working under successful designers, founded his own studio in 1970. He specialized in branding, logos, corporate identities, and book and poster designs.
His designs are communicative and iconic.
Thinking Hans Hartmann
Hartman was a Swiss designer, born in 1913. He worked in advertising for a number of years doing design. He won many various awards for his work.
His icons, though more complex that some other designers, are still beautiful and well composed.
Thinking Mimmo Castellano
Castellano was a self-taught artist, born in Italy in 1932. He worked for various Italian Radio and TV stations doing design work and helping with their traveling setups.
I appreciate his work because of the simplicity and the somewhat illusional effect a lot of his works have.
Born in 1918 in New York, Lubalin began his career by doing design work for the world exhibition in New York. In 1941, he took the position of an art director at an advertising firm and went on to establish his own firm in ’64.
His work is beautiful because of the beautiful and simplistic way it always conveys a strong message. Each work makes a statement in and of itself, often with little or no explanation needed on the side.
Thinking Pierre Mendell
Mendell was born in 1929 in Germany and studied design under the well-known designer, Armin Hoffman. In 1961, he launched a studio with Kalus Oberer.
His style of design is both simple and bold. He often uses bold reds to draw attention to his work.
Ruder always utilized a very structured style in his design. It was simple and bold.
Thinking Armando P. Milani
Milani was born in Milan in 1940 and after working under successful designers, founded his own studio in 1970. He specialized in branding, logos, corporate identities, and book and poster designs.
His designs are communicative and iconic.
Thinking Hans Hartmann
Hartman was a Swiss designer, born in 1913. He worked in advertising for a number of years doing design. He won many various awards for his work.
His icons, though more complex that some other designers, are still beautiful and well composed.
Thinking Mimmo Castellano
Castellano was a self-taught artist, born in Italy in 1932. He worked for various Italian Radio and TV stations doing design work and helping with their traveling setups.
I appreciate his work because of the simplicity and the somewhat illusional effect a lot of his works have.
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