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ARTS 209 notes - Professor Audra Rygh
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1/5
Effective Communication
Begins with a clear concept
- What is a concept
- You are designing for non-designer
Easily understood but memorable
- Simple solutions can be most effective
Examples of this are found in advertising
Storytelling
- Relatable
The preliminary Process
Content release
- The process of getting everything out of your head. Regardless of its
connection to the project.
Thoughts for the day, tasks, lists… anything that will distract you from
the project
- Whether or not it is “helpful” is not the concern.
Brainstorming
- After “emptying your head” you can focus more clearly on creating ideas
Break
- Your brain needs a break to keep the creativity flowing
Word association
- As you come back to your process you may have some new ideas of revisions
to previous ones
- Start a word that encompasses all descriptive terms you can associate with
your project
- This will help you narrow down unhelpful directions
Preliminary sketches
- Now you can move onto more basic compositional sketches
- No computer use at this point
Sensual Theories
Gestalt theory – the whole is different from the sum of its parts
- Simplicity – people will perceive and interpret ambiguous
- Similarity – objects that look similar in shape, size, or color are perceived as
being grouped or related
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ARTS 209 notes - Professor Audra Rygh
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- Closure – our mind tends to fill in missing information and ignore gaps to
create familiar shapes
- Figure and ground –
- Continuity –
- Order and symmetry – objects that are balanced and symmetrical are
perceived to be complete
- Synchrony
- Constructivism
Perceptual theories
- Semiotics – study of signs
Icons (Wi-Fi icon)
indexical signs (footprint left behind)
Symbolic signs (American flag)
- Cognitive approach
Memory – using pictures as memory aids to recall events, mostly
presented before an audience
Projection – seeing projections in the clouds and using Rorschach test
to reveal what our personality is. A persons mental state is projected on
inanimate objects
Expectation – having strong expectation often leads to mistakes
Selectivity – selecting what we want to think about
Habituation – the mind ignores visual stimuli that are part of everyday
Salience – a stimulus with meaning to an individual will be noticed
more. Something that is relevant will stand out.
Dissonance – concentration is limited to one thing at a time
Culture – we are influenced by the norms of the culture
Words – thoughts are framed by words. When words are combined
with images, a more impactful message can result.
10/17/23, 9:21 PM
ARTS 209 notes - Professor Audra Rygh
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3/5
Artistic Style
Knowledge
Foundations must be understood
Foundations and principles must be strong
Your effectiveness is connected to your understanding and abilities
This is a component that continues to grow
Technique
The way a medium is handled can be technical
There are both wrong and right ways in handling your technique
This is a component that continues to grow
Voice
A creative’s personality resonates with his/her work
How obvious your voice is depends on your experience
This is a component that continues to grow
Taste
Taste is based on preference
Good taste can come naturally to some…
…and bad taste can come naturally to some
Taste cannot be taught but it can be influenced
All require constant development.
How to find MY artistic style
You don’t find it, it finds you.
Tips
Be adaptable
- Allow yourself to change
- Push yourself on your school projects
Observe
- Take time to observe what is currently being produced
- Learn about people who are influencing the field
- Enjoy your surroundings – take a hike
10/17/23, 9:21 PM
ARTS 209 notes - Professor Audra Rygh
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Be patient
- Don’t stress over your inevitable style
Practice
- Continue to create. Then create more
- The more you produce, the more results you see
- Be intentional
Persuasion
The necessity
Shows versatility in communication techniques
Shock advertising
Used to shock the viewer in order to get his attention
These tactics include using things of disturbing, promiscuous, or controversial
nature
Persuasion uses primarily factual information
Although any info can be twisted to better suit a goal
Appeals emotionally to us
Propaganda
Uses one sided information
May be non-factual and/or misleading
Largely communicated through mass media
Previously a neutral term
Propaganda techniques
Name calling, glittering generalities, transfer, testimonial, plain folks, card
stacking, and band wagon
Glittering generalities – broad, vague statements that use language that appeals
to the public without needing supportive information.
Bandwagon – creates impression of widespread support also while playing on
human desire of acceptance
Card stacking – propagandists will carefully select only the information that assist
that cause and leaves out the rest.
10/17/23, 9:21 PM
ARTS 209 notes - Professor Audra Rygh
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Persuasion components
Ethos – a sources credibility
Logos – the logical arguments used to persuade
Pathos – the emotional appeals made within the argument
Fair use of factors
The purpose and character of the use
The nature of the copyrighted work
The amount and substantiality of the portion taken
The effect of the use upon the potential market
Is it transformative?
If the secondary use adds value to the original, it is not theft.
