today’s agenda

TODAY’S AGENDA Turn in and Present Assignment 1

Turn in both digital files into the Transfer Drive GD2264 LAANEN > Assignment 1 Dropoff

Show the class your JPG Briefly explain your modified time phrase, your

design concept, what program you used and why Class: Is the illustration successful?

Semiotics and Color Associations Lab Exercise: Spring Themed Graphic Infographics Introduce Assignment 2 – Concept

Generation through Combination Lab Time: Research topics for assignment

DIGITAL MESSAGE

MAKINGThe Art Institute of California

OBJECTIVES Learn about semiotics Learn what associations Western culture

makes with different colors In-class exercise: Make a Spring Holiday

graphic

SEMIOTICS

WHAT IS SEMIOTICS?Semiotics is the study of signs, symbols

and signification (assigning meaning to a sign)

Through studying semiotics, we can learn… how a person interprets a signhow a person uses his or her cultural and

personal life experience to understand a sign

In essence, semiotics can teach us about communication

As graphic designers, it is useful to understand how people interpret the signs and symbols we use in our work

SIGNSA sign is “something that stands for

something, to someone in some capacity”.

--As defined in the book, Analyzing Cultures

A sign can be a number of things: Words (verbal and written language) Gestures (body language) Images Scents Tastes Textures Sounds

For our purposes, we will focus primarily on graphic signs.

SEMANTICSA subset of

semiotics, semantics is the study of meaning:

What is the relation between a sign and the thing that the sign refers to?

What does this sign mean?

SYNTACTICSA subset of

semiotics, syntactics is the study of organizing and structuring signs:

What is the relation between a sign and its formal structure?

Flowcharts are visual examples of syntactics in action.How is this chart organized?

PRAGMATICSA subset of semiotics,

pragmatics is the study of interpretation:

What is the relation between a sign and the effect the sign has on a person who is looking at it?

What does this sign make you think of?

DENOTATION AND CONNOTATIONA sign can have two meanings associated

with it: Denotation: the most basic or literal

meaning of a sign. Connotation: the secondary, subjective

meaning of a sign, based on cultural and emotional associations.

A red rose is:A type of flower (denotation)A symbol of love and passion (connotation)

DENOTATION

What does this sign mean? What does this sign mean?

CONNOTATION A stubborn person may be described as

being either strong-willed or pig-headed. Although these have the same literal

meaning…strong-willed connotes admiration for the

level of someone's willpig-headed connotes frustration in dealing

with someone.

QUESTIONS? Questions so far?

COLOR ASSOCIATIONS

A BRIEF EXERCISEWhat colors come to mind when you

hear… McDonalds? UPS? Coca-Cola? Best Buy? Starbucks? Apple?

COLOR MATTERS Color can have a significant effect on

the image of a company. When chosen well, color(s) become an

integral part of a company’s identity.

ROLES OF COLOR IN DESIGN Color prompts brand recognition

Visual cue that triggers memory recall Color differentiates similar brands

e.g. Coca-Cola (Red), Pepsi (Blue) Color affects viewers’ moods

Evoking emotional responses Color can have a direct effect on choice

People make a conscious judgment about a person, environment or product within 90 seconds of observation

62-90% of the time, color is the basis of that judgment

(According to the Institute for Color Research)

COLOR ASSOCIATIONS The following slides are color associations for:

Red Blue Yellow Purple Green Orange White Black

These associations are derived from popular Western culture. Research is recommended necessary for doing

graphic design work for other cultures.

RED COLOR ASSOCIATIONS A Passionate Color: Love, Romance,

Desire, Warmth An Energetic Color: Joyfulness,

Excitement, Enthusiasm, Attention-Grabbing

A Color of Strength: Prominence, Courage, Rebellious

A Dangerous Color: Blood, Speed, Intensity

BLUE COLOR ASSOCIATIONS A Trustworthy Color: Confidence,

Loyalty, Secure, Devotion A Calm Color: Comfort, Serenity,

Gentleness, Harmony A Color of Wisdom: Intelligence,

Patience

YELLOW COLOR ASSOCIATIONS A Bright Color: Light, Summer, Shine,

The Sun A Positive Color: Cheerful, Happiness,

Social Energy, Glory, Confidence, Honor, Respect

A Youthful Color: Optimism, Purity, Curiosity, Imagination, Learning

A Color of Vices: Dishonesty, Betrayal, Cowardice, Illness

PURPLE COLOR ASSOCIATIONS A Spiritual and Creative Color: Mystery,

Knowledge, Enlightenment, Imagination, Empathy, Sensuality

A Color of Luxury: Extravagance, Elegance, Sophistication, Nostalgia

A Color of Power: Dignity, Influence, Royalty, Fame, Majesty, Arrogance

GREEN COLOR ASSOCIATIONS A Color of Success: Wealth, Endurance,

Good Luck, Dependability, Immortality A Natural Color: Fertility, Growth,

Freshness, Environment An Innocent Color: Youthfulness,

Contemplation, Joyfulness, Hope, Friendliness

ORANGE COLOR ASSOCIATIONS A Vibrant Color: Vitality, Flamboyance,

Attention, Attraction, Heat, Autumn A Color of Endurance: Steadfastness,

Determination, Encouragement, Enthusiasm, Social Structure

A Uninhibited Color: Fun, Child-like, Youthful, Fascination, Creative

BROWN COLOR ASSOCIATIONS A Stable Color: Durability, Functionality,

Logical A Down-to-Earth Color: Simplicity,

Approachable A Wholesome Color: Rustic, Earthy,

Natural

WHITE COLOR ASSOCIATIONS A Pure Color: Innocence, Virginity,

Chastity, Positivity, Cleanliness, Sterility A Spiritual Color: Peace, Holiness,

Fairness A Brilliant Color: Precision, Simplicity,

Clutter-Free, Safety A Wintry Color: Snow

BLACK COLOR ASSOCIATIONS A Sophisticated Color: Elegance, Classy,

Prestige, Wealth, Formality A Color of Power: Authority, Binding,

Seriousness, Stability, Protection, Reliability

A Depressed Color: Sadness, Bad Luck, Mourning, Fear

MULTI-COLOR ASSOCIATIONS Variety Unity, multi-cultural, inclusive

WHEN CONSIDERING COLOR IN DESIGN WORK… You need to have an understanding of

the company/organization/individual you are designing for and the message you are wanting to conveyConsider color early on, during the

conceptual stage of the design process The color(s) you choose for your design

should complement the company’s brand identityConsistency across the board strengthens

your brand identity

QUESTIONS? Questions so far?

IN-CLASS EXERCISE In anticipation of our next assignment,

let’s combine our new knowledge of semiotics and color associations to make a graphic

Since the Spring Holiday has just passed, let’s create a Spring Holiday themed graphic Fresh flowers, colorful eggs, baskets, chicks,

bunnies, etc. Instead of drawing the graphic, let’s use

Spring-related words language w/denotations and connotations of live,

rebirth, happiness Use colors that are appropriate to the

occasion

FOR YOUR INSPIRATION

FOR YOUR INSPIRATION

FOR YOUR INSPIRATION

EXERCISE SPECIFICATIONS Create your Spring themed graphic in

Illustrator It may be helpful to draw an outline first to use as

a guide Things to play around with (in addition to

typefaces and placement): Kerning and tracking Leading Text size, etc…

You have 1 hour to create this Upload a JPG of your graphic to the class

blog Look at Post #3 on the “Post Schedule” for post

specifics