Flashcards in Theory Deck (10):
organization is central to all mental activity and how the brain functions
Law of Pragnanz:
reality is organized or reduced to the simplest form possible
- for example: we see the image above (olympic rings) as a series of circles rather than as many much more complicated shapes
- because of how our brains work, we can only focus on one thing at a time
the whole is understood to be different than the sum of it's parts (we have a holistic view of our world)
Closure: objects grouped together are seen as a whole. We tend to ignore gaps and complete contour lines. Our minds fill in missing information to create familiar shapes and images. EG: WWF Logo
Continuance: The eye is compelled to move through one object and continue to another object following a dominant form
Proximity: objects near each other tend to be grouped together.
Similarity: items tend to group similar items together
Semiotic design refers to communication of a message using signs and symbols
relationship between an object and it's meaning
- what is the meaning of the object?
- do the object and the message work together?
Road Signs, message/meaning and form
relationship between element
- what is the new meaning when elements are placed together on the page?
How elements in the composition relate to one another, must relate successfully
relationship between an object and it's user (and the message has to be suitable for the target market)
- is it understandable?
- is it clear what to do?
object/form and the viewer (the from that you chose connects with your target market)
our interpretation of information is influenced by how it's organized
Ways of organizing information (or DESIGN CONVENTIONS)
- table of contents
- folders/computer drives
- geographically (maps)