CCT204H5 Lecture Notes - Lecture 6: Paul Rand, Microsoft Word, Think Different
6 Jun 2018
School
Department
Course
Professor
CCT204 Design Thinking
Dr. Ann Donar
Monday, May 28, 2018
Reminder
● Next class
○ Quiz: Part 1
■ Held during lecture
■ 30 M/c, 45 minutes (materials up to W3L5, including guest lecture;
remaining slides not covered in class will be treated as required readings)
■ Mostly from lectures and labs, 102 questions from required readings
○ Quiz: Part 2
■ Held during lab (after Part 1)
■ Creative activity done in Illustrator, applying any of the concepts learned
(focus on descriptive and metamorphic marks)
■ A2 will be formally introduced after Part 1 of quiz
Agenda
● Prep for Quiz and Lab Test
○ Descriptive and metamorphic marks and names
○ Pop quiz
○ Lab Test: Examples
● Review of remaining slides from previous lectures
● Video: The Deep Dive
Review
● Descriptive and metamorphic marks
○ Descriptive: mark is descriptive of the brand (what it does and sells)
● Pop quiz
● Lab Test
Clarification on Metamorphic Marks
● Metapho of a tedd ea → ualities that ou shae ith tedd eas → appeaae
(roundness and cuddliness) and other attributes (ability to comfort people or make
people happy)
● However, it would be a descriptive mark if you say, e.g. You like teddy bears & You have
a lot of teddy bears
○ Plants? Fruits? Drinks/beverage and container in which it is served? Animal?
Tattoo?
○ Consider quality and art direction of metaphoric mark
○ Name (first, last, both) and explain what attributes you share with objects and
the chosen art direction (adjectives)
Pop Quiz
find more resources at oneclass.com
find more resources at oneclass.com
1. When you use the Rectangle Tool in Illustrator to create perfect squares, which key
should you hold down while dragging?
a. Alt
b. Command
c. Shift (X)
d. Control
e. Command + Shift
2. Aodig to A Tles atile The Role of Audience in Visual Communication, which of
the following statements best describes the relationship between the audience and the
ouiatio poess he ieig the logos aoe? ‘ed Coss - Moon, cross, and
lion with dagger)
a. The object is seen as isolated as a formal esthetic expression
b. The audience decodes or interprets a visual statement
c. Semiotics recognizes the specificity of the audience (X)
d. The design is analyzed rhetorically
e. The design persuades the audience through argument
3. When a logo is examined in its plastic dimension (physical construction of logo), e.g.
line, colour, which branch/es of semiotics does it entail? - Class 2
a. Syntactic (X)
b. Semantic
c. Pragmatic
d. A & B
e. All of the above
4. Which of the following design elements refers to a degree of lightness and darkness?*
a. Form
b. Colour
c. Texture
d. Space
e. Value (X)
5. Which of the following design elements refers to a sense of volume and three-
dimensionality?
a. Form (X)
b. Colour
c. Texture
d. Shape
e. Value
Week 3 Case Study
● Educate audience on the brand - descriptive of the brand/product and reflective of the
target audience (Belch, Belch, and Guolla)
○ Not very established to establish:
■ Defie podut eefits → pesoalit → eotios
○ You can sell the personality right from the beginning
● Brand positioning: choosing a niche market by creating a perceived differential
advantage over competitors
○ IBM: lines, space, colour
■ Created by Paul Rand in 1960*
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
30 m/c, 45 minutes (materials up to w3l5, including guest lecture; remaining slides not covered in class will be treated as required readings) Mostly from lectures and labs, 102 questions from required readings. Creative activity done in illustrator, applying any of the concepts learned (focus on descriptive and metamorphic marks) A2 will be formally introduced after part 1 of quiz. Review of remaining slides from previous lectures. Descriptive: mark is descriptive of the brand (what it does and sells) Metapho(cid:396) of a tedd(cid:455) (cid:271)ea(cid:396) (cid:395)ualities that (cid:455)ou sha(cid:396)e (cid:449)ith tedd(cid:455) (cid:271)ea(cid:396)s appea(cid:396)a(cid:374)(cid:272)e (roundness and cuddliness) and other attributes (ability to comfort people or make people happy) However, it would be a descriptive mark if you say, e. g. you like teddy bears & you have a lot of teddy bears. Consider quality and art direction of metaphoric mark. Name (first, last, both) and explain what attributes you share with objects and the chosen art direction (adjectives)
