Written Assignment - Product Placement
rengonap
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WEEK TWO SARA WEINSTOCK
Lecture agenda Making meaning of what we see Sensual Theories
Gestalt and Constructivism Perceptual Theories
Semiotics and Cognitive Theories Demo/Discussion - Gestalt This week online - Preview the assignments, due dates, and
resources for the week. Introduce the Design Project
GESTALT THEORY Proposed by Max Wertheimer, a German psychologist Gestalt means “unified whole”
The whole is different from the sum of its parts The eye takes in all visual stimuli The brain arranges into coherent images
Visual perception results from organizing visual images
Key Ideas behind gestalt theory • Emergence
• The whole is identified before the parts • Reification
• Our mind fills in the gaps • Multi-stability
• The mind seeks to avoid uncertainty • Invariance
• We’re good at recognizing similarities and differences
Principles of gestalt theory Similarity Proximity Continuation Common Fate
Similarity When objects look similar to one another. People often perceive them as
a group or pattern. Anomaly is emphasis based on not fitting the pattern
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proximity When elements are placed close together. They tend to be perceived as
a group.
continuation When the eye is compelled to move through one object
and continue to another object
Common fate When visual elements are seen moving in the same direction at the same
rate, perception associates the movement as part of the same stimulus
*Closure* When an object is incomplete or a space is not completely enclosed. If
enough of the shape is indicated, people perceive the whole by filling in the missing information.
Which principle is it?
Which principle is it?
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Which principle is it?
CONSTRUCTIVISM Active perception combines with visual input Eye tracking is important!
SEMIOTICS Study of signs – something that stands for something else Iconic – a likeness Indexical – an indicator Symbolic – stands for something else
icon index symbol
Which type of sign is it?
Which type of sign is it?
Which type of sign is it?
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Which type of sign is it?
Codes – Chain of Association Roland Barthes, describe codes (chain of association), signs that
make up picture narratives. Society develops complex system of codes.
• Metonymic code • Analogic code • Displaced code • Condensed code
Semiotics emphasize the importance of symbolism in the visual perception and communication.
Metonymic code A collection of signs that cause viewer to make
assumptions/associations The meaning is communicated by association
Analogic code The viewer makes a mental comaprison
Displaced Code Transfer meaning from one set of signs to another
Condensed Code Several signs come together to create a new message
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Cognitive Theory Mental activity focuses attention of visual elements. This suggests perception is more selective than the other theories define visual
perception Memory Projection Expectation Selectivity Habituation Salience Dissonance Culture Words
Let’s Apply Cognitive Theory
This week’s Writing Assignment The visual principle of gestalt, pioneered by German Max Wertheimer, is one of great importance in the design world. The statement, "The whole is different than the sum of its parts," summarizes much of the gestalt theory. In this assignment we'll explore this statement in detail. Choose a famous work of art. The Image Resources in the Course Materials folder should help you find a good source. Look closely at the image and identify several of the individual elements within the image. Imagine the removal of one of these elements. How would the meaning of the image change? Remove a second. With two elements missing, how does the meaning change again? In a brief 2-3 page analysis, identify the image you chose. Describe the meaning of the image as a whole. Then describe the meaning of the image as the first element is removed and again after the second is removed. What does this exercise show you in terms of how imagery can be used in media?
M. C. Escher - Sky and Water I
Looking Ahead: IBM is one of the most staid, corporate images and brands in America. Three simple capital letters in a block font, conjures images of traditional corporate America. Please view the following PowerPoint presentation on the history behind the logo. Over the last few years, IBM has embarked on a series of virtual brainstorming sessions with its employees. Using their "Jam" technology, these online discussions resulted in the re-development of the company value statement. Reflecting the needs of business, marketplace, and employee, the values are:
"Dedication to every client's success" "Innovation that matters - for our company and for the world" "Trust and personal responsibility in all relationships"
Search the IBM website (http://www.ibm.com) for more information on the values and mission of the organization.
Your assignment is to re-create the brand image for IBM by redoing the visual identity concept (logo) for old-school IBM. This assignment has four parts:
You will need to completely re-design the IBM logo. This is your chance to be creative. Use Word, PowerPoint, or any other application with which you are familiar (it should support text and/or images) to design the new logo. The logo should represent the values of the organization. Using PowerPoint create a presentation to "sell" your logo. It will be 3-5 slides long. The first slide describes the features of the new logo. Include the logo itself, along with text describing the color selection, font choice, image choice (if used), etc. For the second slide create a one-page ad that combines images, words, and the logo itself, that introduces the "new" IBM to theemployees, customers, and shareholders. For the last few slides, develop a written rationale as to how your design addresses the values of the organization and how the new logo would be perceived by the employees, customers, and shareholders. These three, very different audiences may perceive thelogo in very different ways.
