type and image gestalt theory german term, roughly translates as the whole is greater than the sum...
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Type and Image
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Gestalt theory
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Gestalt theory
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Gestalt theory
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Gestalt theory
German term, roughly translates asThe whole is greater than the sum of
its parts
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Gestalt theory
German term, roughly translates asThe whole is greater than the sum of
its parts
In this case, the “arranged” dots communicate a meaning beyond simply saying “dots”. They connote a further meaning
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How this relates to design
• A communication designer’s “dots” are used to connote a meaning beyond the obvious
• Our “dots” arephotographyillustrationcopywritingtypelayoutcolouretc
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How this relates to design
Denotative meaning vs connotative meaning
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How this relates to design
Denotative meaning vs connotative meaning
Denotation: direct meaning of a word, sign (symbol) or image
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How this relates to design
Denotative meaning vs connotative meaning
Denotation: direct meaning of a word, sign (symbol) or image
Connotation: a second level of meaning added to the first
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How this relates to design
Communication designers manipulate this “play” between denotation and connotation to add meaning to a whole, to infuse the “dots” with power
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How this relates to design
The first and most powerful way we do this is through type and image and the relationship between the two.
Let’s look at how.
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Does this communicate a message?
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Does this communicate a message?
Will people read it?
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Does this communicate a message?
Will people read it?
Will they be motivated to read it if they don’t
have to?
Does this communicate a message?
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Does this communicate a message?
Will people read it?
Will they be motivated to read it if they don’t
have to?
What real role does good typography have
in communicating message?
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Does this communicate a message?
Will people read it?
Will they be motivated to read it if they don’t
have to?
What real role does good typography have
in communicating message?
What role does image have with the
message?
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So...
if the goal is to communicate a message to people who require the information, then good typography can only make the message clearer, easier to read. There is no inherent need to “design” the type on the page. Readership will not be affected.
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So...if the goal is to communicate a message to people who require the information, then good typography can only make the message clearer, easier to read. There is no inherent need to “design” the type on the page. Readership will not be affected.
Connotative meaning…image can connote the relative “seriousness” of the content
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Zoo Newsletter
Does this communicate a message?
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Zoo Newsletter
Does this communicate a message?
Are people any more like to read it?
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Zoo Newsletter
Does this communicate a message?
Are people any more likely to read it?
Why?
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Zoo Newsletter
Does this communicate a message?
Are people any more like to read it?
Why?
What real role does image have in communicating message?
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Zoo Newsletter
Does this communicate a message?
Are people any more like to read it?
Why?
What real role does image have in communicating message?
gives an immediate sense of content
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So...
if the goal is to communicate a message to people who are only passively interested in the message, then image can attract them to read, typography can maintain their interest by making it easy to read.
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So...
if the goal is to communicate a message to people who are only passively interested in the message, then image can attract them to read, typography can maintain their interest by making it easy to read.
Connotative meaning…
the zoo is a fun place, come and see it
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But what is our most difficult and yet our most common audience for virtually any design?
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someone who doesn’t care about our message and really doesn’t want to read it.
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someone who doesn’t care about our message and really doesn’t want to read it.
For them, our goal is to first command attention usually with a connotative message (ie the “hook”), and then keep it long enough to get them to read something, a denotative message (ie the “text”).
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Getting attention is often the easiest, certainly the most fun as a designer/advertiser
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The point
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The point
On its own, - the photo simply denotes a scarred
man
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The point
On its own, - the photo simply denotes a scarred
man- the type denotes something
obvious
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The point
On its own, - the photo simply denotes a scarred
man- the type denotes something obviousTogether, the connotative meaning is
a powerful anti drinking and driving message
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So How do we do this
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Type alone
Effective use of design elements…and principles…
to get eye into page
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Images alonecan be very powerful, dramatic
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but open to interpretation (or misinterpretation)
on its own, the image is ambiguous, type adds meaning
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but open to interpretation (or misinterpretation)
on its own, the image is ambiguous, type adds meaning
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So type and image together are often more powerful than either alone
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text can add detail where images catch interest
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can add a punchline to a funny image
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can add a punchline to a funny image
connotation:Volkswagen is as solid and dependable as a mule
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But in order to work, the relationship between type and image in crucial. They need to belong together, to seem harmonious so message is consistent.
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a few examples
how are type/image interconnected?
how does each enhance the message of the other?
What is the connotative meaning?
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Final Result
when there are sufficient relationships between text/image, they can be seen as one complete “whole”
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Final Result
when there are sufficient relationships between text/image, they can be seen as one complete “whole”
one element (type or image) can’t exist without the other--both rely interdependently on the other to communicate one complete message.
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A good test, can I remove one or the other without affecting either the design or the meaning?
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How do we integrate type?
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Many theories/philosophies
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Image and type can be connected through
• Separation• Fusion• Fragmentation• Inversion
From Fragmented relationshipsType, Image, Message: A Graphic Design Layout Workshop
By Nancy Skolos and Tom Wedell
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Separation
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SeparationLayering– Type
superimposed, but distinct from image
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SeparationBorder or
Frame– Type
contained outside image
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SeparationWindows
(Compartments)
– Image and type in separate areas
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FusionText and image
more strongly connected
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FusionOptical Effect– Connected
with perspective or other optical effect
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FusionShared Surface
or Texture– Type and
image woven together into surface
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FusionMotion or
Gesture– Both are
affected by an implied force (movement) or gesture
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FragmentationType and
image disturb/disrupt each other
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FragmentationIrregularities– Elements are
torn/divided
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FragmentationDisplacement– Graphic
element and type seem frozen, almost as if one frame of animation
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FragmentationInterruption– Type and
image intrude upon each other
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FragmentationExaggeration– Actions
amplified through scale, colour, complexity
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InversionType and
image exchange roles
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InversionHyper-realism– Type
photographed or otherwise seamlessly part of image
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InversionBuilding Blocks– Image
constructed with letters
![Page 85: Type and Image Gestalt theory German term, roughly translates as The whole is greater than the sum of its parts](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649d2e5503460f94a064aa/html5/thumbnails/85.jpg)
InversionFrames– Letters
become frames for images
![Page 86: Type and Image Gestalt theory German term, roughly translates as The whole is greater than the sum of its parts](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649d2e5503460f94a064aa/html5/thumbnails/86.jpg)
Summary
• Many techniques to relate type to image
• We’ve looked at a few. • Generally least useful is Separation,
ie putting type in border or frame• Others more difficult to work with
but much more creative results.
![Page 87: Type and Image Gestalt theory German term, roughly translates as The whole is greater than the sum of its parts](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649d2e5503460f94a064aa/html5/thumbnails/87.jpg)
Sample
• Start with a photo (maybe)
![Page 88: Type and Image Gestalt theory German term, roughly translates as The whole is greater than the sum of its parts](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649d2e5503460f94a064aa/html5/thumbnails/88.jpg)
Sample
• Add some type
![Page 89: Type and Image Gestalt theory German term, roughly translates as The whole is greater than the sum of its parts](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649d2e5503460f94a064aa/html5/thumbnails/89.jpg)
Sample
• Different ideas
![Page 90: Type and Image Gestalt theory German term, roughly translates as The whole is greater than the sum of its parts](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649d2e5503460f94a064aa/html5/thumbnails/90.jpg)
Sample
• Hate it? Start over with another idea for type
![Page 91: Type and Image Gestalt theory German term, roughly translates as The whole is greater than the sum of its parts](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649d2e5503460f94a064aa/html5/thumbnails/91.jpg)
Sample
• The final combines elements from all three concepts
• (in reality there would be dozens of these trials)
![Page 92: Type and Image Gestalt theory German term, roughly translates as The whole is greater than the sum of its parts](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649d2e5503460f94a064aa/html5/thumbnails/92.jpg)