Not only creating, but
How we look at existing examples of graphic design work
Audiences
- Think about how it comm, who it comm to…
- What do u do with the existing examples
- Ideas of audiences
- What we intended to translate wont always be the same with what we it is actually being interpreted
- Problematic relationship with the client
- Our job to educate the client
- My primary concern should be communicating to the audience more imp than the person whos paying
- Deconstruction of existing materials ànot only collecting images for inspirations àits about how you approach them, what the point of looking at that, how effective did they comm with those audience
- Borrow good discipline make the designer better
- Assuming what we thought they mean r what they actually mean
- Linguisticsàapply to visual comm
- Anything that represents sth else àdoesn’t mean the same to audience (reliable?)
- Cultureàshapes out perspectives of the world àhow we interpret texts n images
- Very important to place our audience within that frame (culture…)
- AudienceàNot as a passive receiver
- When info reached by unintended audience àdifferent effects (may be offensive)
- Audience centric approach àbranding àbrand loyalty àunderstanding of specific type of audience(consumers) àeasier
- Focus on usability
- Designers explain to audience on how to use their designs
- They define the functionality
- Spoke n visual written languages
- Gender approach ànegative somehow
- The awareness of the socially constructed nature of the categories
- How diff design approaches can be used in accessibility for audience
- Different age groups audience àdifferent approach
- Ageàfamiliarity of technology
- Not only Social, cultural, but health, physicality context
- Personaàtaking a very specific person rather than just thinking about groups
- cooperate in interests of diff people (ppl who r visually impaired, language problems)
visual (textual) analysis
- Look at type image layout àput them all tgt to make them make sense
- How the interaction of types colors and image reflect ideas
TEXT= everything that communicates
= everything that is visual
- How they engage and how they interpret the text
- Culture, and significance of culture and context and how people interpret
- Understand socially where that text àwho it refers to, what situation is it being seen
- Humoràunderstand the cultural foundation (people engage in humor in a diff way)
- Easy to fall into common sense of interpretation rather than actual facts and knowledge
Semiotics
- Framework which is developed in linguistics
- Study of science systems
- Reduces communication to science systems
- Signàmental perception
- Signifieràimage, written words, spoken words
- Contextually specific
- Connotation and detonation level the meaning
- Depends on context which is seen àhow you interpret
- Representationàhappens between encoder and decoder
- Codesàcultural traditions which how certain things are interpreted àgiven (blue and pink àgender)
- We use them, but think ethically àavoid producing something negative to any audience
1. Behavioral
2. Demographic
3. Geographical
4. Attitudinal
- Age
- Sex/ gender
- Race/ ethnicity
- Class
- Occupation
- Geography (each city has its own vibe, atmosphere, diff areas in the city has its own sensibility)
TASK
Choose an example of graphic design (branding/ editorial)
Analise
Have a specific audience group in mind
Consider who is the recipient of the piece of communication, how they might interpret it
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| DAZED Magazine |
The audience for Dazed may be a lot more open minded to new ideas of beauty, and experimental with their looks. Most of the audiences would be young adults as DAZED magazine not only talks about fashion, art or other interests, it also touches on cultural issues which is a much deeper and serious topic.
Putting on thick makeups is one of the most iconic thing about females. With
the makeups, photos of women usually have red lipstick on and fake eye lashes, with bright coloured eye shadows and dark contouring, shimmering highlights on their cheekbones. However, in this image that was used as one of the covers of DAZED, it is in black n white. The black and white effect not only hided the makeup of the model, but also the skin colour of hers.
Also, from the features of the model, it is obvious that she is a black, however with the bnw effect applied, everything that should be seen and judged by her face is being hided.
Without the makeup and the skin colour, we could interpret the model as "naked" and that she is showing her true inner self. Alongside with the words about freedom and how people should speak for themselves on her face, the message of freedom of speech is being delivered clearly and directly, without any colour distractions.
