CCT204H5 Lecture Notes - Lecture 4: Art Director, Design Thinking, Acronym
17 May 2018
School
Department
Course
Professor
CCT204 Design Thinking
Dr. Ann Donar
Wednesday, May 16, 2018
Announcement
● Guest speaker next Wednesday
○ John Spicer
■ Visual Identity/Branding
● No class this Monday - Victoria Day
Todas Ageda
● Collective feedback on In-Class Assignment 1
● Graphic marks: taxonomy (letter marksL time permitting)
● Required reading:
○ Ann Tyler: The Role of Audience in Visual Communication
● More on A1
Feedak o last eeks i-class assignments
● Importance of a concept
○ What is it that oure trig to ouiate?
■ Habitat
● What attributes/qualities does it have? (adjectives)
○ How can you communicate this idea visually (quickly & legibly)?
○ What artistic direction/style is most appropriate? (e.g. thin line, +/- shapes)
○ Is it a clear direction? E.g. bold lines
○ Exaggerate what you are trying to communicate
Feedak o last eeks i-class assignments
● Application of simplification and abstraction
○ More simplification is needed
○ Stylized?
● Attempt to achieve a finished look
● Good use of shapes and lines, and form
○ Good resemblance
● In some cases, there may be ambiguity
○ Not clear what it represents or means
○ Communication must be clear
● Suggestions for last in-class assignment
○ Clean use of design elements
○ Further simplification (details must work in small size)
○ Art direction can be more resolved, clearer
○ Sometimes too pictorial, or too many details, needs cleaning up
○ Work on proportions
■ Important information must be legible compared to the rest of the design
○ Boils down to execution
Taxonomy of Graphic Marks
● Graphic: visual, symbolic, pictorial, illustrative, diagrammatic; drawn, written
find more resources at oneclass.com
find more resources at oneclass.com
Graphic
Picture
Figurative
Non-
Descriptiv
Descriptiv
Found
Letter
Name
Proper
Descriptiv
Found
Artificial
Abbrevi
Initial
Non-initial
Acronym
Non-
Non-graphic
● Taooi tree fro Marks of Eellee Per Mollerup ark = desigs)
Non-graphic marks = tagline, sound (ex. opening pop can), jingle, unusual imagery (unique)
● Figurative marks
○ Are depicted
○ Divided into three classes
■ According to the relation between what they show and
what they represent
● Descriptive marks
● Metaphoric marks
● Found marks
● Descriptive marks
○ Are images or diagrams
■ E.g. a fish sign that stands for a fish restaurant
○ Refer directly to their object, the company or product in
question
● Metaphoric marks
○ Refer to their object through a shared quality
■ The mental picture of that quality created in the mind of the user
■ The mental picture stands for the final object - the company
● Ex. AEG - German electric company, represents a honeycomb -
everyone has a role, everyone is busy, good works,
organized
● Found marks
○ Refer directly to their object
○ Are symbols
○ Show something recognizable that obviously has nothing to do with
the company or product which they represent (arbitrary)
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
No class this monday - victoria day. Graphic marks: taxonomy (letter marksl time permitting) Ann tyler: the role of audience in visual communication. What artistic direction/style is most appropriate? (e. g. thin line, +/- shapes) Exaggerate what you are trying to communicate. Good use of shapes and lines, and form. Not clear what it represents or means. Further simplification (details must work in small size) Art direction can be more resolved, clearer. Sometimes too pictorial, or too many details, needs cleaning up. Important information must be legible compared to the rest of the design. Graphic: visual, symbolic, pictorial, illustrative, diagrammatic; drawn, written. Ta(cid:454)o(cid:374)o(cid:373)i(cid:272) tree fro(cid:373) (cid:862)marks of e(cid:454)(cid:272)elle(cid:374)(cid:272)e(cid:863) (cid:271)(cid:455) per mollerup (cid:894)(cid:373)ark = desig(cid:374)s) Non-graphic marks = tagline, sound (ex. opening pop can), jingle, unusual imagery (unique) According to the relation between what they show and what they represent. E. g. a fish sign that stands for a fish restaurant. Refer directly to their object, the company or product in question.
