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.