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IAT 102 Graphic Design
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Connotation and denotation
What does your design mean?
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denotation
• A literal description or
meaning of an element
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Denotation:
What is this a picture of?
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connotation
• Individual or cultural
meanings of something
• emotional associations
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Connotation
How does this image make you
feel?
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Previous answers
A.Something cheap and fast to eat.
B.Evil corporation making the world
fat and unhealthy
C.Somewhere to take kids to eat.
D.Not bad, healthy options.
E.Late night and drunk.
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In one simple graphic, the Apple logo manages to personify lust for knowledge,
temptation, and rebellion.
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A Land of
Freedom
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Denotation: What typeface is this?
Comic Sans
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Connotation: What impression does it give you?
Comic Sans
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Comic Sans
*hint comic sans has been used in all
these situations but one it was
designed for.
Where would you use it?
A. Hospital Patteville emergency
medical.
B. Help speech bubbles in programs
like Microsoft.
C. Surrey police, if you have a serious
crime to report.
D. Keep out, danger of immediate
death.
E. Church newsletter.
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Cleveland Cavaliers owner Dan Gilbert was criticized for using Comic Sans in a public letter regarding LeBron
James's decision to leave the team.
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Dance!
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• Very specific culture (games, movies)
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why care
• Because your audience will be interpreting
your design.
• Their understandings, emotions and views
are important.
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Weddings  purity
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• Cleanliness , hygiene
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Associated with death , funerals in some cultures
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• Charlie and the chocolate factory
• white settings  sinister
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• Logo Critique
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–
–
–
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follow solid basic design principle
be functional
represent the company
be unique
We will go over each of these principles in
depth
http://www.code-interactive.com/thinker/a112.html
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• Design principles: The fundamentals include, but are
not limited to space, color, form, consistency, and
clarity.
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Clicker question: What colour scheme is
this?
A.
B.
C.
D.
E.
Monochromatic
Analogous
Split complimentary
Triadic
complimentary
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Clicker question: What colour scheme is
this?
A.
B.
C.
D.
E.
Monochromatic
Analogous
Split complimentary
Triadic
complimentary
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• A few things that are important when talking about
functionality are the simplicity, scalability, color, and
depth.
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• A logo needs to represent the company it serves.
This means that the style must be easily identified
with the industry/product/service and must give a
clear picture of what is being marketed.
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• It must be unique
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For next week
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• 1 introducing you and your
concept
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• 1 slide showing process
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Process: Logo
Structure
Week 1:
First Design
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Week4
• 1 slide showing final logo
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• 1 slide showing business
card
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BUSINESS CARD
Front
Back
• 1 slide letter head
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• A couple of slides showing
applications
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• And don’t forget about
your slide template design.
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