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Today’s agenda

Today’s agenda. Turn in and Present Assignment 1 Turn in both digital files into the Transfer Drive GD2264 LAANEN > Assignment 1 Dropoff Show the class your JPG Briefly explain your modified time phrase, your design concept, what program you used and why

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Today’s agenda

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  1. Today’s agenda • Turn in and Present Assignment 1 • Turn in both digital files into the Transfer Drive • GD2264 LAANEN > Assignment 1 Dropoff • Show the class your JPG • Briefly explain your modified time phrase, your design concept, what program you used and why • Class: Is the illustration successful? • Semiotics and Color Associations • Lab Exercise: Spring Themed Graphic • Infographics • Introduce Assignment 2 – Concept Generation through Combination • Lab Time: Research topics for assignment

  2. Digital Message Making The Art Institute of California

  3. objectives • Learn about semiotics • Learn what associations Western culture makes with different colors • In-class exercise: Make a Spring Holiday graphic

  4. Semiotics

  5. What is Semiotics? Semiotics is the study of signs, symbols and signification (assigning meaning to a sign) • Through studying semiotics, we can learn… • how a person interprets a sign • how a person uses his or her cultural and personal life experience to understand a sign • In essence, semiotics can teach us about communication • As graphic designers, it is useful to understand how people interpret the signs and symbols we use in our work

  6. Signs A sign is “something that stands for something, to someone in some capacity”. --As defined in the book, Analyzing Cultures A sign can be a number of things: • Words (verbal and written language) • Gestures (body language) • Images • Scents • Tastes • Textures • Sounds • For our purposes, we will focus primarily on graphic signs.

  7. semantics A subset of semiotics, semantics is the study of meaning: • What is the relation between a sign and the thing that the sign refers to? What does this sign mean?

  8. syntactics A subset of semiotics, syntactics is the study of organizing and structuring signs: • What is the relation between a sign and its formal structure?

  9. Flowcharts are visual examples of syntactics in action. How is this chart organized?

  10. pragmatics A subset of semiotics, pragmatics is the study of interpretation: • What is the relation between a sign and the effect the sign has on a person who is looking at it? What does this sign make you think of?

  11. Denotation and connotation A sign can have two meanings associated with it: • Denotation: the most basic or literal meaning of a sign. • Connotation: the secondary, subjective meaning of a sign, based on cultural and emotional associations. A red rose is: • A type of flower (denotation) • A symbol of love and passion (connotation)

  12. denotation What does this sign mean? What does this sign mean?

  13. Connotation • A stubborn person may be described as being either strong-willed or pig-headed. • Although these have the same literal meaning… • strong-willed connotes admiration for the level of someone's will • pig-headed connotes frustration in dealing with someone.

  14. Questions? • Questions so far?

  15. Color associations

  16. A Brief Exercise What colors come to mind when you hear… • McDonalds? • UPS? • Coca-Cola? • Best Buy? • Starbucks? • Apple?

  17. Color Matters • Color can have a significant effect on the image of a company. • When chosen well, color(s) become an integral part of a company’s identity.

  18. Roles of Color in design • Color prompts brand recognition • Visual cue that triggers memory recall • Color differentiates similar brands • e.g. Coca-Cola (Red), Pepsi (Blue) • Color affects viewers’ moods • Evoking emotional responses • Color can have a direct effect on choice • People make a conscious judgment about a person, environment or product within 90 seconds of observation • 62-90% of the time, color is the basis of that judgment (According to the Institute for Color Research)

  19. Color Associations • The following slides are color associations for: • Red • Blue • Yellow • Purple • Green • Orange • White • Black • These associations are derived from popular Western culture. • Research is recommendednecessary for doing graphic design work for other cultures.

  20. Red Color Associations • A Passionate Color: Love, Romance, Desire, Warmth • An Energetic Color: Joyfulness, Excitement, Enthusiasm, Attention-Grabbing • A Color of Strength: Prominence, Courage, Rebellious • A Dangerous Color: Blood, Speed, Intensity

  21. Blue Color Associations • A Trustworthy Color: Confidence, Loyalty, Secure, Devotion • A Calm Color: Comfort, Serenity, Gentleness, Harmony • A Color of Wisdom: Intelligence, Patience

  22. Yellow Color Associations • A Bright Color: Light, Summer, Shine, The Sun • A Positive Color: Cheerful, Happiness, Social Energy, Glory, Confidence, Honor, Respect • A Youthful Color: Optimism, Purity, Curiosity, Imagination, Learning • A Color of Vices: Dishonesty, Betrayal, Cowardice, Illness

  23. Purple Color Associations • A Spiritual and Creative Color: Mystery, Knowledge, Enlightenment, Imagination, Empathy, Sensuality • A Color of Luxury: Extravagance, Elegance, Sophistication, Nostalgia • A Color of Power: Dignity, Influence, Royalty, Fame, Majesty, Arrogance

  24. Green Color Associations • A Color of Success: Wealth, Endurance, Good Luck, Dependability, Immortality • A Natural Color: Fertility, Growth, Freshness, Environment • An Innocent Color: Youthfulness, Contemplation, Joyfulness, Hope, Friendliness

  25. Orange Color Associations • A Vibrant Color: Vitality, Flamboyance, Attention, Attraction, Heat, Autumn • A Color of Endurance: Steadfastness, Determination, Encouragement, Enthusiasm, Social Structure • A Uninhibited Color: Fun, Child-like, Youthful, Fascination, Creative

  26. Brown Color Associations • A Stable Color: Durability, Functionality, Logical • A Down-to-Earth Color: Simplicity, Approachable • A Wholesome Color: Rustic, Earthy, Natural

  27. White Color Associations • A Pure Color: Innocence, Virginity, Chastity, Positivity, Cleanliness, Sterility • A Spiritual Color: Peace, Holiness, Fairness • A Brilliant Color: Precision, Simplicity, Clutter-Free, Safety • A Wintry Color: Snow

  28. Black Color Associations • A Sophisticated Color: Elegance, Classy, Prestige, Wealth, Formality • A Color of Power: Authority, Binding, Seriousness, Stability, Protection, Reliability • A Depressed Color: Sadness, Bad Luck, Mourning, Fear

  29. Multi-colorAssociations • Variety • Unity, multi-cultural, inclusive

  30. When considering color in design work… • You need to have an understanding of the company/organization/individual you are designing for and the message you are wanting to convey • Consider color early on, during the conceptual stage of the design process • The color(s) you choose for your design should complement the company’s brand identity • Consistency across the board strengthens your brand identity

  31. Questions? • Questions so far?

  32. In-class exercise • In anticipation of our next assignment, let’s combine our new knowledge of semiotics and color associations to make a graphic • Since the Spring Holiday has just passed, let’s create a Spring Holiday themed graphic • Fresh flowers, colorful eggs, baskets, chicks, bunnies, etc. • Instead of drawing the graphic, let’s use Spring-related words • language w/denotations and connotations of live, rebirth, happiness • Use colors that are appropriate to the occasion

  33. For your inspiration

  34. For your inspiration

  35. For your inspiration

  36. Exercise specifications • Create your Spring themed graphic in Illustrator • It may be helpful to draw an outline first to use as a guide • Things to play around with (in addition to typefaces and placement): • Kerning and tracking • Leading • Text size, etc… • You have 1 hour to create this • Upload a JPG of your graphic to the class blog • Look at Post #3 on the “Post Schedule” for post specifics

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