vra 2012, visual culture, matrices: the missing framework

MATRICES{the missing framework}

BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]

mailto:[email protected]



thePROBLEM }thinking locally, acting globally{




thePROBLEM }thinking locally, acting globally{

If this picture offends you, we apologize. If it doesn’t, perhaps we should explain. Because, although this picture looks innocent enough, to the Asian market, it represents death.

InterTrend Communications, California




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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation

theMATRIX }breaking down elements, forming foundations{




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}breaking down elements, forming foundations{theMATRIX



thePRACTICE

Audience: United States

Client: Verizon Wireless

Image Attributes:• Individualistic• Masculine• Short-Term Orientation

AdAsia, New York/Los Angeles


}the matrix in use{



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}the matrix in use{


thePRACTICE



Audience: China

Client: Verizon Wireless

Image Attributes:• Collectivistic• Masculine• Long-Term Orientation

}the matrix in use{


thePRACTICE



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}the matrix in use{


thePRACTICE




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}the matrix in use{thePRACTICE



• Draw for assigned country

• Research: color, imagery, context, symbology, form

• Break apart preexisting visual messaging

• Create three posters that visually define assigned culture

• Present final information and matrices to class


thePROJECT }opening minds, broadening horizons{



stepONE }research{


Cultural Integration | S. Cwalina and M. Lizarraga

6 | Process Material


| 7Process Material

INITIAL RESEARCHINITIAL RESEARCH




| 5Process Material





| 17Process Material

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Mexico’s color palette is a mix of

historical associations and the en-vironment’s deeply toned offerings.

Mexico

The flag’s centerpiece, the national emblem of Mexico, is drawn fromthe symbol of the Aztec capital, which translates to “cactus rock.”

The colors of the Mexican flagare long-lived. First used in1821, the colors are all symbolic:Green represents independenceor hope; white stands for purityand unity; and red stands for theblood of patriots and otherheroes. The colors also mirrorthose found in different areas ofthe Mexican landscape.

Mexico

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Black was a sacred color for the Incas;it was the color used for sacrifices.The Zapotec Indians did not differenti-ate between black and purple.

In China, purple is worn byliterary and educated figures.Orange represents love.

Dark blue is a common color formourning clothes. For the Aztec, bluerepresented sacrifice.

In some areas, yellow is the color ofmourning. Yellow marigolds aregrown only in cemeteries. The Aztecsused yellow to represent food.

Purple is the color of death andfunerals in Mexico.

Where the sun is full, colors tend to be rich, deep and vivid.

Mexico’s color traditions certainly reflect its environment: the

deep blue sky, the yellow sun, the warm colors of the sand and

dirt, the greens of vegetation.

The Aztecs had very definite meanings for color: Green stood

for royalty, blue was for sacrifice, and yellow was for food.

Among the Aztecs, white meantdeath. Today, white is considered tobe pure and have the ability to curesickness and fight black magic. Whitealso has religious connotations.

Red is thought by some to have pro-tective capabilities. If a personpassed a house where someonewas very ill or had died, he or shewould cover his nose and mouthwith a red handkerchief. Red alsostands for unity.

The Mayans associate green withluck. The Aztecs regarded green asroyal. Today, green as a nationalcolor, stands for independence.

Today, colors are more centered on cultural conventions. Bright

reds and yellows signal a fiesta, while red and white have more

somber, religious connotations, symbolic of the passion of

Christ and purity. White alone is somewhat magical, imbued

with the power to fight black magic and prevent illness. Green

has come to stand for national independence.

In Mexico, red andwhite have religioussignificance, some-times representingthe Sacred Heart ofthe Catholic church.

INITIAL RESEARCHINITIAL RESEARCH INITIAL RESEARCHINITIAL RESEARCH





Aztlán by Gabriel Martínez Meave

El Chamuco by José Luiz Cóyotl Mixcóatl

Arcana by Gabriel Martínez Meave

Lagarto by Gabriel Martínez Meave

Lucheta Payol by Quique Ollervides

Espinosa by Cristóbal Henestrosa

Gonzalo García Barcka & José Luis Acosta

Proteo by Leonardo Vázquez

Darka by Gabriel Martínez Meave

Mexinbat Tiypo by various designers

Pólvora by Quique Ollervides

Galia by Nadia Méndez Garcia




}research{





| 7Process Material





| 5Process Material






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Mexico



Mexico

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}research{





| 7Process Material





| 5Process Material






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Mexico



Mexico

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4/6/12 12:19 PMATypI’09 Preview | Mexico, Forging The Character | The FontFeed

Page 2 of 19http://fontfeed.com/archives/atypi09-preview-mexico-forging-the-character/




















stepONE




Symbolism: Skull

Dimensions:• Collectivistic• Weak Uncertainty Avoidance• Long-Term Orientation

Uncoded Message: • Longevity of the Product• Celebration (Day of the Dead)

stepTWO }break apart preexisting visual messaging{




stepTHREE }create{




}create{stepTHREE



}create{


stepTHREE




You may end up being the luckiest person alive if you ever manage to catch a Leprechaun.

It is said that every Leprechaun has a pot of gold, hidden deep in the Irish countryside. To protect the leprechaun’s pot of gold the Irish

fairies gave them magical powers to use if ever captured by a human or an animal.

!"#$"%&'()

%&')*"!+)*A human that has been stolen to live in the faerie realm.

You can recognize a Changeling by its appearance and manner as it will be ill-tempered and wizened and will have very dark eyes.

Most at risk are midwives, mothers, babies, and young children.

#,,-'Most feared faerie in Ireland.

Only appears at night and enjoys creating havoc and mischief.

A Pooka is a shape-shifter and can take any form it chooses but traditionally is seen as a dark, sleek horse with a long flowing mane and limunes-cent golden eyes.

}create{stepTHREE




}create{stepTHREE



BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected] SCHERER I THE UNIVERSITY OF TAMPA I [email protected]

}create{stepTHREE




}create{stepTHREE



Information for matrix construction developed by Dr. Geert Hofstede (Cultures and Organizations: Software of the Mind), and Dr. Richard Nisbett (The Geography of Thought: How Asians and Westerners Think Differently, and Why)


THANK YOU



vra 2012, visual culture, matrices: the missing framework

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