Week 4 — Project 1: final presentation / Project 2a: modes of appeal

Due:

• Final presentation

Studio:

• Lecture: Ethos, Pathos & Logos

Kim Huynh:

Ethos
Analysis: Documentation - it has seals, signatures, and stamping; giving it and official feel. Typeface is serif, which makes it feel authoritative. 

Ethos
Analysis: Documentation - it has seals, signatures, and stamping; giving it and official feel. Typeface is serif, which makes it feel authoritative. 

Ethos: Display

Analysis: Image is from BBC, a news organization, which can be implied that the source is credible. A sans serif typeface creates neutrality, anchoring the statement. Placement anchors concept.

Logos: Photography

Analysis: Reference to food, which looks disgusting, implies something negative. The shape takes on a human organ, implies that the negativity has to do something with humanity. The Nutritions label brings it in and anchors the idea, making the photo become informational.

Logos: Product

Denotation: belt, resemblance to fashion clothing design, shades of pink

Analysis: The audience is towards woman who have an eating disorder because of the desire to be slim, having the ideal that slim is prettier. The approach relays what fashion industry effect on mentality and brings attention to eating disorders (anorexia) because of this.

Logos: Display

Analysis: Physical-In-Life display creates and environmental impact upon viewers and reinforces concept. Location anchors concept. Iteration of sign to become part of the environment but also their own design.

Pathos: Abstract line design

Denotation: straight, angled, no curves, building-like

Connotation: structured, professional, modern, mechanic

Pathos: Photography

Denotation: 3-D type, ice melting, "FUTURE", sans serif

Analysis: refers to global warming, emotional guilt upon environment, anchoring with use of statement and visual impact.

Pathos: Product Design

Denotation: business card, multiple ways to fold, takes on different shapes, type = san serif

Analysis: gives viewers a sense of what they do, good first impression of the unexpected, logical

Pathos: Package Design

Denotation: use of animal icon, bright color palette, item over dog as a collar

Connotation: fun, quirky, spontaneous

Analysis: appeal to animal lovers, (kids?)

Week 3 — Project 1c: Defining Semiotics

To help clear up confusion about pragmatics: Pragmatics is the relationship of the signs to the interpreters. Think of Isaac's Bape example. That sign didn't connect with me, because I didn't have a relationship with the brand. So, the example of pragmatics would be that the jacket & logo's (the sign: signified & signifier) would have a connotation that would only be relevant to an audience familiar with the culture associated with the brand.

Studio Day

• review part B & C, revise layouts

Homework:

Post to your blog why the application and understanding of semiotics are essential to becoming an effective communicator in the visual field.

Parts B & C: Defining Semiotics 

terms:

• semiotics, semantics, pragmatic, sign, signified, signifier, icon, index, symbol, paradigm, syntagm, connotation, denotation, anchor, relay

methods:

• clear/correct and concise definitions for each term, in your own words, thoughtfully designed. (15 total) Consider your visual imagery to support your definitions. 
• well written, concise and insightful reflection on what you learned about semiotics and its application to graphic design practice (1-2 paragraphs)

Overall requirements

• Use work already started during the original studies/assignments.
• Select artifacts that are not only correct examples of each theory, but also showcase a breadth/elevation in visual criticism and aesthetic sensitivity.
• Give proper credit where credit is due (where you found artifacts, who it's by)
• Produce everything digitally (however, refined analog methods can certainly be incorporated!)
• Prioritize the content and clarity of communication, but do not overlook form.
• Design with consistency, in color, in high res, as a keynote
• Post to blog, for final evaluation using Scribd.com

due: Monday Feb 16, as part of your final presentation of A, B & C

Blog/homework checklist:

• reading responses (3)
• definition lists (2 sets)
• city safari with labels
• graphic artifacts with labels
• changing connotations
• semiotic labeling
• anchor and relay with labels
• defining semiotics: part a

Week 3 — Project 1b: Making Meaning

Due:

• document: Part A: Finding signs (7 pages total)

Studio

• review part A, revise/modify layouts as needed

Homework:

Part B: Making Meaning

• Revise with your page layouts for "finding signs, part A"
• Investigate coding & connotations through additional information.
• Coding studies (with labels) of the following:
• anchor with text
• anchor with image
• relay with text
• relay with image
• Changing Connotations studies:
• three examples of connotation/denotation (1 original, 2 changes = 3 total)
• Set up in keynote, but print for class on 8.5 x11
• 7 new pages
• Explore a new, cohesive layout/design

Week 2 — Project 1a: Finding Signs

School event: AIGA at KCAI

Movie screening of “Signpainters” Friday, Feb 6

Due:

• document: 04 exercise: anchorage and relay
• read/post your responses to your blog
• definitions 

Studio/Homework:

The Semiotics Project

Create a final re-designed set from previous semiotic exercises. You can include your city shots and digital graphic assets, as well as digital adjustments were all done to illustrate semiotics. Through this activity we learned about icons, indexes, symbols, paradigm, syntagm, connotation, denotation, anchor and relay.

Create a cohesive series of pages layouts using InDesign, (8.5 x 11) demonstrating the principles of semiotics. One example per page. Methods:

• produce visual examples that successfully employ the theory and are formally engaging
• clear/correct labeling for each

Part A: Finding Signs

(Kim Huynh)

Sorting and discussion. Correctly label studies and post to blogs. Edit and select work from original studies that you will finalize for Parts A and B

Studies:

• Street Safari (select details and sections, not the whole safari)
• Found Artifacts (as many as needed)

Methods:

• considered and careful documentation of found artifacts (yes, color is fine as well)
• clear/correct annotations
• icon
• index
• paradigm
• syntagm
• symbol 
• two examples of pragmatics

One example per page. Be sure to include the definitions of each word on the page.

due: next class (Monday, Feb 9)

••••••

Part B: Making Meaning

Continuing with your page layouts, investigate connotations through additional information.

Coding studies (with labels) of the following:

• anchor with text
• anchor with image
• relay with text
• relay with image

Changing Connotations studies:

• three examples of connotation/denotation (1 original, 2 changes = 3 total)

due: one week (Wednesday Feb 11)

••••••

Part C: Defining Semiotics

terms:

semiotics, semantics, pragmatic, sign, signified, signifier, icon, index, symbol, paradigm, syntagm, connotation, denotation, anchor, relay

methods:

• clear/correct and concise definitions for each term, in your own words, thoughtfully designed. (15 total)
• well written, concise and insightful reflection on what you learned about semiotics and its application to graphic design practice (1-2 paragraphs)

Overall requirements

• Use work already started during the original studies/assignments.
• Select artifacts that are not only correct examples of each theory, but also showcase a breadth/elevation in visual criticism and aesthetic sensitivity.
• Give proper credit where credit is due (where you found artifacts, who it's by)
• Produce everything digitally (however, refined analog methods can certainly be incorporated!)
• Prioritize the content and clarity of communication, but do not overlook form.
• Design with consistency, in color, in high res, as a pdf
• Post pdf to blog, for final evaluation using Scribd.com

due: Monday Feb 16, as part of your final presentation of A, B & C

Schedule

2/9 

• in-class: review Part A
• homework: Part B

2/11

• in-class: review Part B. Write definitions.
• homework: Part C 

Plus, prepare a thoughtful verbal/visual presentation (keynote) of Parts A, B, C (7 minutes max)

2/16

• in-class: final presentation

Week 2 — Semiotics: anchorage and relay

Week 2 — Semiotics: anchorage and relay

Monday, Feb 2

Due:

• document: 02 & 03 exercises: connotation and denotation
• post your reading responses to your blog

Studio:

• Review 03 exercise — Code meaning: changing connotation in class
• In partners, neatly list the new denotative and connotative attributes for each study (Total 5, plus original = 6). Post to blogs.
• Lecture: Semiotics part 03: Anchorage and relay
• Brainstorming
• In partners, select a few signs (found during previous projects). For each, brainstorm (via mindmap) a range of new signs that, when added to the original, will anchor and relay the meaning.

Kim Huynh:

original

Simple / Poster

Denotation: generous black space, gritty text

Connotation: cool, simple, official

Artistic / Emo
Analogue method was used: created by ink splatters.

Denotation: ink splatter, dark, grunge
Connotation: emo, artistic

Fashion / Sleek

Denotation: photographic, generous black space

Connotation: sophisticated

Polaroid Camera

Denotation: High Exposure Color Scheme, Photograph

Connotation: Vintage (getting there)

Low Tech Scientific

Denotation: Dark, Blur, Pixelated

Connotation: Science, Low Tech

04 Exercise — Code Meaning: anchorage and relay

Based off of your two new vocabulary words and definitions, edit one of your graphic finds and illustrate anchor and relay. 

• Begin with rough sketches (4 each) Test out various sign combinations (via quick thumbnails) that you discovered during the brainstorming exercise. Post thumbs. Select the best thumbnails to realize. Isolate signs as needed.
• anchor with image (add found or made photo, illustration, logo, etc.)
• anchor with type (add a single word or sentence)
• relay with image
• relay with type
• Review and create 2 tighter examples of each. Print for class 

(anna de sando)

(bri dallas)

Homework:

• document: 02 & 03 exercises: denotation / connotation & new connotations
• assignment: 04 exercise: anchorage and relay (see above)
• read/post your responses to your blog (see sidebar)
• type & image by meggs, pages 41, 62-65 
• Intertextuality 
• define the following in a blog post, in your own words each of the following terms: 
• convention
• motivation
• anchorage
• relay

Anna De Sando:

anchor with image

anchor with text

relay with image

relay with text

Kim Huynh:

Anchor (image) - use of bubbles / fizz

Anchor (Text) - "refresh yourself"
The font is called Loki Cola (Coke-Cola styled typeface).

Relay (Text) - Cocaine

Relay (Image) - Recycle

Relay (Image) - Recycle

Bri Dallas:

original

relay | word

anchor | word

anchor | image

relay | image

Week 1 — Semiotics: changing connotations

Due (all posted to the blog):

• document: city safari, documented to your blog
• find & label: graphic artifacts
• read/post your responses to your blog
• definitions

Studio:

02 exercise — Found artifacts

Annotate your existing samples of graphic design that best exemplify the signs listed below. 

• pragmatics
• sign
• signifier
• signfied
• icon
• index
• symbol
• syntagms
• paradigms
• denotation/connotation

Choose two of your graphic finds. Layout designs (in Indesign), labeling and defining the various terms of semiotics.

(tessa canon)

(jody brewer)

(kaylie beckley)

03 Exercise— Code meaning: changing connotation

Simple changes in a form can alter the meaning (connotation) of an object. Chose one artifact and visually alter your chosen design (crop, isolate, reframe if needed) to create at least 6 different connotations. 

Connotation suggestions:

fresh, handmade, naive, drab, official, simple, friendly, retro, loved, high tech, mystical, independent, young, healthy, ironic, natural, calm, luxurious, artistic, adorable, clean, old-fashioned, casual, rigid, mass produced, scary, confusing, whimsical, optional: come up with a few of your own.

Identify the denotations and the connotations for each alteration (there most likely will be multiples.) Print each to a separate 8.5 x 11.

Homework:

• document: graphic artifacts documented to your blog with connotation and denotation identified and described for each image
• change: connotation on one graphic artifact, six different ways. Label and post images to your blog
• read/post your responses to your blog (see sidebar)
• visible signs by crow, pages 52-57, 70-75
• type & image by meggs, pages 14-15, 58-59

Tessa Canon:

original

DENOTATION - connotation
SIMPLE - dangerous, bold, graphic, tribal, symbolic

HANDMADE - organic, unravelling, fragile, old, loved

SCARY - violent, dangerous, sarcastic, mean, blood

OFFICIAL - patriotic, important, sharp, intelligent, strict

HIP - trendy, cultural, dreamy, flag, foreign

Bri Dallas:

retro

ornate

juvenile

whimsical

futuristic

Week 1 — Introduction to semiotics

Note: Your process blog will be 50% of your grade. This semester it will be imperative that you keep up with your blog and homework assignments each day, as they will build upon each other. Post each image as a jpg. Provide articulate descriptions to all of your imagery, reflecting your understanding of the materials presented. Keep up with your readings and reflections.

Maintain this daily, as I will be checking each class. As you go through the semester, you will be referring to the work you are doing now, and it will be a drag to have to recreate everything. 

Due (all posted to the blog):

• print: 10-12 city safari images
• bring: proof of car insurance 

Studio:

• semiotics lecture, parts 1 & 2
• identify and label city safari images
• research design artifacts

01 exercise— City safari

Test your newly learned knowledge about icons, indexes, symbols, paradigms, syntagms, and signified/signifiers.

In class, pin up your 10-12 photos of a “typical” city block, applying semiotics to the various signage. Using post-it notes, label the following:

• sign
• signifier
• signfied
• icon
• index
• symbol

Be sure to photograph your wall imagery with details and post to your blog.

(anna de sando)

02 exercise— Found graphic design artifacts

Seek out 6 graphic design examples/imagery/artifacts, online or via photography or both. Choose a subject matter that interests you from the artifacts list below.

This is meant to be a list of the range of work currently addressed by design practitioners to help you when you look for existing "found" samples of communication theory. Select areas that exemplify what you strive for in your own design work or that you want to learn more about. 

Find examples to scan from design publications. Look at books, magazines, etc. anywhere other than online. Shoot real-world examples with your camera. Screen resolution screen grabs accepted for screen-based environments (marked with *).

categories

• logo (the stand-alone mark)
• book covers
• promotional posters (e.g. gig posters)
• packaging design
• guerilla advertising campaign (localized, unconventional, low-cost) 
• online advertising campaign* (e.g. micro-sites, banners, take-over ads, etc.)
• way-finding signage (planned signs to help people navigate the built environment)
• retail or food service environment (all printed material from wall graphics to menu)
• motion graphics* (e.g. movie titles, must include type, captured as storyboard)
• publication design (feature spreads, subsequent pages)
• museum exhibit
• websites*
• mobile app* (must include social networking features)
• infographics (diagrams, maps, graphs, charts, timelines, interactive*)

Bring in hard artifacts as well as your tools: analog methods (e.g. stickies, pencil, highlighter, etc). Note: labeling should be thorough, insightful and clear.

Before the next class, print out images onto 8.5 x 11s, and pin to the wall. After you have pinned everything up, be sure to photograph your wall imagery with details and post to your blog. Please have everything posted and on the wall before class starts.