The Complete Graphic Designer

The Complete Graphic Designer

24

This lighthouse uses a candy cane-

like stripe to distinguish it from

other landmarks or features of the

surrounding landscape.

In order to process the ever-increasing amounts of

information we receive on a daily basis, the brain col-

lects, categorizes, and comprehends incoming mes-

sages subconsciously in the form of visual metaphors.

It fi lters visual stimuli by relevance, calling to attention

those items that are most important and require imme-

diate attention.

Human physiology allows for the quick detection

of rapid change to serve as a warning of impending

danger. A fl ashing red light at an intersection indicates

that motorists should stop. Lighthouses are painted in

striped patterns to prevent them from blending into

the horizon or surrounding land formations during the

day. In nature, venomous creatures such as snakes have

angular and geometric patterns to warn others of their

danger. Slow and incremental change, on the other

hand, is harder for the eye to detect.

Perceiving Visual

Messages

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Design for Communication

2525

Context

Countries in North America and

northern Europe are considered

“low-context” societies, in which

the content of visual messages is

interpreted literally. Organization,

categorization, and the presenta-

tion of information for clarity and

comprehension are the most essen-

tial qualities of effective communi-

cation in these regions. Executive

summaries and bullet-point text are

preferred to long-winded, descrip-

tive paragraphs, and images requir-

ing little effort to decipher are pre-

ferred over visually complex and

symbolic ones. Instead of assuming

that audiences are intelligent and

relatively intuitive, designers tend

to create visual solutions that

communicate to the least-educated

person, often with redundancy of

information and design elements or

by replacing words with symbols.

High-context societies such as

Asia, eastern Europe, and Latin

America respond to an aesthetic

that utilizes many layers of depth

and meaning, in contrast to the

instant-gratifi cation mentality of

low-context cultures. Shared cul-

tural experiences or educational

backgrounds allow visual messag-

es to be understood and compre-

Appealing to the viewer’s intellect makes a logo more

memorable. At fi rst glance, this logo conveys the idea of fi re

through fl ames. Upon closer examination, an alternate im-

age of lovers kissing is revealed. This dual visual reinforces

the company name and rewards the viewer.

Design: Brainding

hended without literal explana-

tion or redundant information.

Designers appeal directly to the

intellect of their audience through

messages that are only relevant to

them, much like an “inside joke”

or story. They challenge viewers to

decipher visually sophisticated im-

agery or symbolism, which leads

to greater satisfaction, emotional

connection, and memorability.

The design of this product’s packaging connects with

consumers in an unexpected way and appeals to the

intelligence of shoppers through wit. Instead of showing a

photograph of the product in use, this minimalist design

features items that are sticky and messy, and would require

the use of the product.

Design: Turner Duckworth

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This book cover may appeal more to high-con-

text audiences in that the viewer must decipher

symbolism and imagery to receive the intended

message. Light bulbs are normally cliché when

representing “bright ideas,” however this book

cover takes the concept one step further by

covering the bulb in foliage, which is representa-

tive of the environment, thus reinforcing the title,

Wisdom for a Livable Planet.

Design: Pentagram

High-context audiences require very little written

copy to receive a message. In these ad concepts

for a restaurant and wine bar, a bottle of wine and

simple line illustrations form a bull (suggestive

of steak) and fi sh (suggestive of seafood). The

taglines are almost unnecessary because of the

strong visual images and color associations.

Design: Jovan Rocanov

The Complete Graphic Designer

26

TB

Provision-Complete Graphic Designer

CD109-59/3184

1st

proof

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