MDST*1030 Study Guide - Midterm Guide: Pop Art, Culture Jamming, Consumerism

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21 Feb 2015

Document Summary

Elements that are close together are perceived to be more related than elements that are further apart. Elements that are similar are seen as being more closely related than elements that are dissimilar. Pr gnanza tendency to interpret ambiguous symbols as simple and complete, versus complex and incomplete. Elements are either perceived as figures (object of focus) or ground (the rest of the perceptual field). sometimes, the differentiation can be blurred. A tendency to perceive a set of individual elements as a single, recognizable pattern, rather than multiple, individual elements. Principles of design: balance, repetition/rhythm, harmony/flow/unity, proportion, economy, contrast/emphasis are created using. Elements of design: shape/form/scale, line, colour, value, space/depth, texture, direction/movement. Semiotics provides tools for deeding the process of meaning formation that contributes to the force of brands. Unlike gestalt psychology which emphasizes universal processes, semiotics looks for ways the context-the culture, the category, the setting-determines meanings.

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