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Experience Informs interpretation

Conventions are validated based on both the socializing process of discourse communities and the idiosyncratic experiences of the individual Shared experience – between individuals & groups Individual experience. Experience Informs interpretation. What’s this? How do you know?.

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Experience Informs interpretation

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  1. Conventions are validated based on both the socializing process of discourse communities and the idiosyncratic experiences of the individual Shared experience – between individuals & groups Individual experience Experience Informs interpretation

  2. What’s this? How do you know? Who would/does know?

  3. What’s this? How do you know? Who would know?

  4. What‘s this? How do you know? Who wouldn’t know?

  5. Readers construct their conventional maps individually and idiosyncratically, starting at an early age. Learning to “READ” Conventions

  6. Which dog is going faster? Go Dog Go

  7. We assimilate familiar forms through continual exposure • Mental maps help us associate a given pattern with a particular single entity but also to other forms with similar features

  8. Arnheim: Memory & Perception “Institutional Buildings” “Library” is a subset O Oscillating cognitive process – simplify perceptual data by creating conceptual categories such as “institutional buildings” with subsets like “libraries” or “hospitals”.

  9. And more concretely We have libraries generally And our own specific libraries Simultaneously, we differentiate perceptual data to separate immediate object of perception from others in category

  10. Schema theory We develop schemes for organizing data from perceptual encounters, that help create expectations.

  11. Readers become highly invested in the status quo because it cuts a well-worn path, and deviations from that familiar path can seem arduous, risky, and unnecessary. The Tenacity of Conventional Grip

  12. Gawker goes wild Vintage Gawker New Gawker • Gawker redesign does not exactly thrill the internet • Gawker traffic down 25% since redesign • How Gawker’s redesign subverts the scannable culture of the Internet it helped create • What’s wrong with Gawker’s redesign • After its big redesign, Gawker page views seem to be coming back

  13. Enhance conciseness by providing a shorthand notation system that gives readers access to dense fields of information Referential Functions

  14. Examples Standard Road Icons Symbols on landscape architecture plan Museum Icons

  15. Metadiscursive. Instead of adding new info, non-referential functions structure or emphasize existing info, establish tone or formality, certify authenticity (ethos) NonReFerential Functions

  16. Structure Structural cues enable readers to access information, sequence and prioritize it What about Brochures Newspapers Web pages Book covers Others? Some examples • Tabs and dividers in manuals • Toolbars, palettes and tear-off menus in drawing software • Matrices in almanacs

  17. Emphasis Large print, color, dark areas, arrows, location, white space http://rateyourmusic.com/list/djlanda/the_100_worst_album_covers_ever

  18. Trust Watermarks, paper stock, nameplates, logos

  19. Tone Centered/all caps text, gridlines and symbols, freehand art 6 Minutes to Midnight Coca Cola Annual Report

  20. The Grip of Conventions • How do conventions help us/hurt us? • How does what Tufte says about PowerPoint relate to what Kostelnick says about the grip of conventions?

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