Applying Semantics To Image Design: Make Graphics Speak Louder

It is no secret that our brains are hard wired to perceive meaning images. In Visual Thinking For Design by Ware, he discusses what he calls the "color processing machinery," of the eye and which provides a good basis for this hard wiring. The fact that we are so tuned in to the meaning in different colors, designs and shapes provides the basis for the broader application of semiotics, (Ware, 2008).

Building on this; Ware talks about how when image creators properly apply theories of color, spacing, segmentation, emphasis, etc. that Ware (2008) discusses – can have a profound effect on the success of the message conveyed within the images.  These “semantics” – are what drives the connection between the images and what they are meant to convey, and must be considered carefully when curating images - especially for marketing purposes. 

 

Sample Google Heat Map

I also found Ware’s discussion of eye-movement to be very interesting.  In my marketing day-today we often use heat-maps that Google provides that tell us where people eyes are looking and what they are clicking on – which we then use to maximize web-design.  

When Ware was talking about how are eyes are sensitive to movement, shapes and designs – it reminded me of an example one of my teachers in college showed me of an excellent us of semantics and semiotics in logo design.   

When we look at the two Fedex logos do we see a space between the “E,” and “X,” or do we see an arrow or a home?  And if we do what does it infer?  

 

Ware's book is a great resource for where to begin to segment the process of applying psychology to design.  

References:

Ware, C. (2008). Visual thinking for design. Massachusetts: Morgan Kaufmann Publishers. 

Should PowerPoint Stay The Gold Standard For Presentations?

I have used power point religiously – so as I read Has The Goon Squad Come For Power Point I was struck by the idea that while PPT can help add structure, it can take away from the natural “connectivity,” of the information being represented.  However, I have always seen PPT as a supplement to a speech, presentations and the like.

Tufte (2006) discusses how the cognitive style of PowerPoint like the ease of the use of bullet points and other info-condensing styles often “dilute,” the info being presented;  “By leaving out the narrative between the points, the bullet outline ignores and conceals the causal assumptions and analytic structure of the reasoning,” Tufte, 2006). 

Tufte’s example of how data like cancer survivor rates can often loses its power to convey necessary information within PPT because the style of PPT makes them hard to understand because they lack contextual information.  

While looking at some of the examples on the Duarte site – I found the presentation guidelines for ESPN to be very relate-able to this discussion.  I think the presentation, in providing a legend of sorts, is able to give the preceding presentation more relevance and context.  So it seems I don’t have to stop using PPT but my take-away from this week’s discussion is that visuals can be ineffective without context!

Here is an an example of a PPT that deploys some good contextual elements that help provide context for the information to follow in the rest of the presentation.   In my current consulting job we work with overseas partners and the we have to make extra efforts to provide contextual information so we can help understanding accross culutural boundires.  

The brass tacks: PPT is an excellent tool if you supplement it with good context within the presentation themselves and with an accompanying speech can be very useful. 

References:

Behind the Screens. (n.d.). Retrieved June 16, 2015, from http://www.duarte.com/portfolio/behind-the-screens/

Tufte, E. R. (2006). Beautiful evidence. New York.

Has the Goon Squad Come For PowerPoint? (n.d.). Retrieved June 12, 2015, from

http://www.duarte.com/blog/has-the-goon-squad-come-for-powerpoint/

What Moves You To Click: A User Poll

What Moves You To Click?

We all have different triggers when it comes to why we click on something online.  I have personally clicked on ads solely on the basis of seeing someone have some comical injury imposed upon them while shilling a brand.  I have a question to all those out there that "click."

Why do you click?

Anyone reading this can you comment with at least one thing that makes you click on an ad, news story, blog post, picture, etc.

The Power Of Context: Making Marketing More Effectual

 Putting things in context is important

In the Power of Inforgraphics, (2012), Smickilas talks about how we have used “icons, graphics and pictures,” to tell stories throughout history. Smickilas is clear that there is a distinct link between design, information and learning. However, as the world becomes a more complex place so does the information needed to interpret the world around us.  Looking at the pictures of the gulls with plastic inside them is a powerful way to communicate the destruction we as humans are doing to the environment.  

Tufte does a great job explain how there are ways in which we display information to better test it’s relativity, i.e. its relationship to other factors by which it can be measured.  Tufte discusses how we can better use new ways to display information where context is provided along with the information in an effort to better explain its relevance (Tufte, 2006).  Tufte also talks about how when we can relate to the information on more than one level - the ability for the data to relay information increases.  

In Jordan’s TED talk - his use of pictures and visual-metaphors to display data feels dated.  However, it is in-line with the idea that news ways of displaying data can invoke emotion and get us to better connect with the information.  In marketing this is not lost on us who ply the trade - but it is an important concept for us to keep in mind as we shift away from text being the chief context provider. 

References:

Tufte, E. R. (2006). Beautiful evidence. New York.

 Jordan, C. (2008, Feb). Turning powerful stats into art. Retrieved from http://www.ted.com/talks/chris_jordan_pictures_some_shocking_stats

 Jordan, C. (2011). Midway Island Trailer. Retrieved from http://www.chrisjordan.com/gallery/midway/#CF000313%2018x24

Smiciklas, M. (2012). The power of infographics: Using pictures to communicate and connect with your audience. Indianapolis, Ind.: Que Pub.