To demystify the rules that govern the visual world one must have a solid
understanding of how messages are received and decoded. For a greater
understanding of this decoding we can rely upon the psychology of perception,
known as Cognitive Psychology.
This field of study investigates how we derive meaning from visual stimulus
using commonalties in the mix of how humans process information. Cognitive
Psychologists classify this decoding into a perceptual hierarchy—an
order in which different levels of awareness occur in the arrival of meaning.
The hierarchy traces the transition from chaos to comprehension and is
independent of medium: it can be applied to the study of visual, aural,
or multimedia communication.
5
meaning: comprehension
4
form: sign identification and recognition
3
structure: symmetry-asymmtetry, visual hierarchy
2
sensation: proximity, similarity, continuance
1
stimulus recognition: figure/ground
Gestalt perceptual factors build a visual frame of reference which can
provide us with a reliable psychological basis for the spatial organization
of information.
Gestalt theory is particularly valuable in understanding where visual
organization starts, because it gives concrete evidence to how the eye
organizes visual experiences.
Gestalt theory:
The parts of a visual image may be considered, analyzed, and evaluated
as distinct components.
The whole of a visual image is greater than the sum of its parts.
Gestalt theory can be broken down into five principles.
figure/ground (stimulus) The fundamental principle of perception
which allows us to read imagery. This is made possible by contrast.
similarity The degree of sameness to each other. Sensations
are grouped and ordered in the mind based upon their likeness toward
one another.
proximity Degree of distance between sensations. Sensations
are favored according to nearness of parts. Closer parts form groups
by visually uniting.
continuance Grouping that results in a continuation of direction.
Sensations are grouped into directional forms when the receiver reads
motion implied by position.
closure Grouping into recognizable forms or shapes. Sensations
are grouped into a complete visual form through the principles of similarity,
proximity, and continuance.
Assignment: Action Verb
Creating an icon: portray an action (verb) abstractly in black and white
Your first task is to create an abstract image that is a representation
of a issue that you feel passionate about. See
the issue list on our class project page if you need some ideas.
It should fall into one or more of the following categories:
Social, Political, Economic, Religious and/or Cultural.
For example: You may feel passionately about "war",
which cuts across all the categories.
With your topic in mind, make a list of words (verb's work best) that
exemplifies your topic.
For example: Continuing with the topic of "war"
a list of words might include things such as: shooting, killing, defending,
attacking, terrorize, beheading, surge, occupy, invade, bleeding, raping,
brutalize, amputate, bombing, burning, dying, crying, etc.
Choose three of these words and using Gestalt principles draw multiple
explorations.
For example: How would you abstractly visualize
each of the words SHOOT, BOMB, and FIGHT?
Refine your drawings for each of the words and choose the ones that
you feel best represent concepts. From these drawings evolve your design
into one refined 8 x 8 inch symbol which should some how represent the
ethos of the original word that it is derived from.
Design guidelines
Work in black and white only – consider lines and/or dot or
shape patterns
Use simplified (abstract) forms
Cut black paper and/or pen/ink—no pixels!
The designed symbol should be on a clean sheet of heavy weight hot-press
paper 8 x 8 inches
Each student should choose an issue (or a person running for public
office) to create a campaign for. See list below if you need some help
finding an issue to choose.
The issue (or core platform of the candidate) should fall into one or
more of the following categories:
Look for logos and symbols which represent any social, political, economic,
religious or cultural issue. Note what Gestalt principles are at work
in these symbols.
Reading
Modern
Hieroglyphs, Ellen Lupton and J. Abbott Miller, Design / Writing
/ Research: Writing on Graphic Design, New York, Kiosk and The Princeton
Architectural Press (1996)
