CCT204H5 Lecture Notes - Lecture 6: Pop Quiz, Semiotics, Paul Rand
21 Jun 2018
School
Department
Course
Professor
CCT204H5F - DESIGN THINKING I (SUMMER 2018)
University of Toronto Mississauga | Sheridan College
Professor Ann Donor
LECTURE NOTES
Notes by Jonathan Ho
Week 4 Lecture 6: Relationships with Brands (May 28, 2018)
Lab Test
●Descriptive and Metaphoric Marks
○Descriptive - Describes the object or place
■Things to think about:
●Your experience, desires, likings over the quality of the object
●Example: Teddy Bear - You like teddy bears; you own a lot of them
○Metaphoric - Refer to their object through a shared quality
■Things to think about:
●If I were a dessert, what kind of dessert would I want to be?
●Why? ie. Sweet, refreshing, desired, attributes that you share
●Example: Teddy Bear - Comfort, Happiness, Roundness etc.
Topics: Plants, fruits, animals, drinks, tattoos
●Think about why you have chosen that
●Qualities you share with the topics above
●Look and feel of the metaphoric marks
Pop Quiz
1. When you use the Rectangle Tool in Illustrator to create perfect squares, which key should
you hold down while dragging?
a. Alt
b. Cmd
c. Shift
d. Control
e. Cmd + Shift
2. According to Ann Tyler's article The Role of Audience in Visual COmmunication,
which of
the following statements best describes the relationship between the audience and the
communication process when viewing the logos above?
a. The object is seen as isolated as a formal esthetic expression
b. The audience decodes or interprets a visual statement
c. Semiotics recognizes the specificity of the audience.
d. The design is analyzed rhetorically.
e. The design persuades the audience through argument.
Document Summary
Week 4 lecture 6: relationships with brands (may 28, 2018) Descriptive - describes the object or place. Your experience, desires, likings over the quality of the object. Example: teddy bear - you like teddy bears; you own a lot of them. Metaphoric - refer to their object through a shared quality. Why? ie. sweet, refreshing, desired, attributes that you share. Example: teddy bear - comfort, happiness, roundness etc. Think about why you have chosen that. Qualities you share with the topics above. Look and feel of the metaphoric marks. Pop quiz: when you use the rectangle tool in illustrator to create perfect squares, which key should you hold down while dragging, alt, cmd c. Brand positioning - choosing a niche market by creating a perceived differential advantage over competitors; type of marketing strategy. Recap: 3 branches of semiotics: syntactic ( plastic dimension, semantic ( meaning, pragmatic ( effect. Blue horizontal lines with implied horizontal lines.
