Throughout chapter two of Introduction to Two-Dimensional Design: Understanding Form and Function by John Bowers and pages eight through seventeen of Visual Grammar by Christian Leborg, we learn the intricacies of communication and the basics of abstract objects.
One of the first concepts discussed by Bowers is the sending and receiving of messages. In doing this there are many things to take into consideration such as, the point of view the message itself has, its cultural context, and even the physical location it is presented in. All of these things can effect the way in which they are perceived and interpreted. To properly communicate any given message it is important to understand your audience. These are the people on the receiving end of the message. This grouping of people can be whoever you choose to target whether that be very broad or narrow. It is through theory that we are capable of understanding where that audience’s thinking and perception of things are coming from.
There are many different theory types. For contemporary thinkers there is modernism and post-modernism. Modernism captures a much more structured take on visuals that convey meaning, whereas post-modernism is the opposite in that is takes knowing the imbedded association to certain signifiers. another part of theory includes our viewpoint. Each message is viewed through a lens so to speak which can fall under various categories such as anthropological, ethical, feminist, Marxist, psychoanalytical, and semiotic. Next we move into the actual content of the visuals.
In this section of the chapter Bowers addresses content themes and values. The content theme can be seen through a particular place, an identity, ritual, and even power. These themes target certain issues or bring lesser known subjects to light. The value of these messages is solely determined by the viewer. There is so much propaganda in our day to day lives that certain messages can start to loose value. so, It truly depends on the viewers point of view on the matter and what their experience Beyond that however, the message can still be interpreted because we have a written language and collective understanding of symbols as a culture to know what it is actually saying.
As a society our dissemination has evolved immensely. Dating back to 15000 BC we communicated using pictographs, then in 3000 BC we moved to ideograms, and finally in 1500 BC the alphabet. Overtime as technology advanced, the alphabet soon got a makeover with the printing press invention. Not only is the legibility of text important, but so is our interaction with it. The interaction we have with a message can completely change based on the physicality of the object, color, font, etc.
Lastly, Bowers explains the different methods of expressing a message and using representation. This can be done through signals and cues on everyday objects like an ATM machine, as well as through storytelling and narratives. Through representation we have a large array to express something. whether that’s through appropriation, and decoding, denotation and connotation, or metaphors. As a society we have a shared knowledge of the world around us and combine our own personal experiences with that to determine what is being expressed to us. We have so much information to process at once, it’s quite extraordinary.
In the section of the book by Leborg, we learn the basic makeup of abstract objects. This includes the objects point, line(s), surface area, dimensions, and format. Through these fundamentals we can create any basic 2D to 3D object. It’s interesting how easy it is to create something larger when you break it down into an images bare shapes. These abstractions are essential.
Leborg, Christian. Visual Grammar. Princeton Architectural Press, 2006.
Bowers, John. Introduction to Two-Dimensional Design Understanding Form and Function. John Wiley & Sons, 2008.
This is a collage of one type of semiotic sign we see on a day-to-day basis when we travel. Every sign has a its own meaning which provides helpful information to the viewer.
https://oss.adm.ntu.edu.sg/ylee063/2d-ii-presentation-semiotic-signs-symbols-ways-of-meaning/
This is an example of a modern symbol. It is very basic visual of a person throwing something away, but it conveys the message “recycle here” due to the color choice.
Here is an example of an effective ad that communicates the deadliness of nicotine addiction. Although there are few words, we know what a bullet can do and when compared to a cigarette we then make the connection that both can kill, just in different ways.
http://goodbadadvertising.blogspot.com/2015/03/what-makes-advertisement-effective.html
This unclaimed logo is a nice example of how simple shapes and structures as illustrated in Leborg’s book can be turned into an entirely new image by simply using repetition and color.
https://www.freepik.com/free-vector/abstract-shape-colorful-logo_821667.htm
Haley Locke 