04 IAT 102 Graphic Design 1 Connotation and denotation What does your design mean? 2 denotation • A literal description or meaning of an element 3 Denotation: What is this a picture of? 4 connotation • Individual or cultural meanings of something • emotional associations 5 Connotation How does this image make you feel? 6 7 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. 8 In one simple graphic, the Apple logo manages to personify lust for knowledge, temptation, and rebellion. 9 A Land of Freedom 10 Denotation: What typeface is this? Comic Sans 11 Connotation: What impression does it give you? Comic Sans 12 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. 13 Cleveland Cavaliers owner Dan Gilbert was criticized for using Comic Sans in a public letter regarding LeBron James's decision to leave the team. 14 Dance! 15 16 • Very specific culture (games, movies) 17 18 why care • Because your audience will be interpreting your design. • Their understandings, emotions and views are important. 19 Weddings purity 20 • Cleanliness , hygiene 21 Associated with death , funerals in some cultures 22 • Charlie and the chocolate factory • white settings sinister 23 • Logo Critique 24 25 – – – – 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 26 • Design principles: The fundamentals include, but are not limited to space, color, form, consistency, and clarity. 27 Clicker question: What colour scheme is this? A. B. C. D. E. Monochromatic Analogous Split complimentary Triadic complimentary 28 Clicker question: What colour scheme is this? A. B. C. D. E. Monochromatic Analogous Split complimentary Triadic complimentary 29 • A few things that are important when talking about functionality are the simplicity, scalability, color, and depth. 30 31 • 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. 32 • It must be unique 33 For next week 34 • 1 introducing you and your concept 35 36 • 1 slide showing process 38 Process: Logo Structure Week 1: First Design 40 Week4 • 1 slide showing final logo 42 43 44 45 • 1 slide showing business card 46 BUSINESS CARD Front Back • 1 slide letter head 50 51 52 • A couple of slides showing applications 53 54 55 56 • And don’t forget about your slide template design. 57