Visual communication

Visual'Codes'

Visual'Codes'

•  Expression*•  Rhetorics*•  Semio1cs*

•  Rhetorics*and*Semio1cs*

•  Visualiza1on*

Typografie © Prof. Dipl.-Des. MfA Petra Müller

3

The*form*of*a*message*can*affect*

its*interpreta1on.*There*is*an*

infiltra1on*of*content*by*form.*(Hanno*Ehse)*

Expression'

1.*one*

2.*one*to*one*person*

3.*one*to*a*group*of*people*(3F15)**

4.*one*to*many*people*(up*to*hundred)*

5.*one*to*the*unknown*

6.*one*to*one*with*less*senses*available*(blind,*deaf...)*

*

*

Comunica3on'always'uses'a'language:'verbal,'ges3cal,'visual,'...'sensual'

Rhetoric'

Aristotle:**„Faculty*of*observing*in*any*given*case*the*available*means*of*persuasion.“*

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•  All*people*have*a*share*in*rhetoric*because*they*all'a@empt'to'persuade'one*another*of*various*ideas*and*beliefs.**

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•  For*rhetoric,*language*is*never*simply*a*form*of*expression:**

it*is*a*func3onal'tool'that*is*manipulated*to*achieve*desired*ends.**

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•  Rhetoric*has*been*concerned*with*imagina1on,*with*formFgiving,*and*with*

the*appropriate*use*of*language*to*facilitate'human'affairs.**

Design*Papers*5,*Hanno*Ehses,*Ellen*Lupton,*Halifax,*Nova*Sco1a,*Canada*

Rhetoric'

Design*as*rhetoric*—*Basic*principles*for*design*research;*Gesche*Joost,*Arne*Scheuermann***

Rhetoric'

Design*as*rhetoric*—*Basic*principles*for*design*research;*Gesche*Joost,*Arne*Scheuermann***

The*argument*for*the*subject*(inven1o)*is*organised*in*the*speech*(disposi1o)**

and*the*speech*is*wri@en*(elocu1o).*The*speech*is*remembered*(memoria)*

and*will*be*delivered*(ac1o).*

*

Five'phases:'Basic*workflow*to*shape*expression*...**

Rhetoric'–'Five'Phases'towards'Design'Process'

The'rhetorical'process ' ' ' ''

Inven3on'The*discovery*of*plausible*arguments*and**

suppor1ng*material*relevant*to*the*situa1on.**

Disposi3on'The*arrangement*of*arguments.*This*phase**

was*also*called*disegno*during*the*Renaissance.**

Elocu3on'The*fi_ng*of*proper*language*to*the*argument,*including*use**

of*rhetorical*figures,*in*considera1on*of*the*following*criteria:**

Appropriateness*(Aptum),**

Correctness*(Puritas),*

Comprehensibility*(Perspecuitas),**

Deliberate5Adornment5(Ornatus)*

Memory'Firm*grasp*and*understanding*of*the**

material*to*be*presented.**

Delivery'The*control*of*the*voice*and*body*in**

the*actual*presenta1on*of*arguments.**

*Design*Papers*5,*Hanno*Ehses,*Ellen*Lupton,*Halifax,*Nova*Sco1a,*Canada*

















*

The'design'process ' ' ' ''

''

Research,*development*of*a*concept.**

*

Organiza1on,*layout,*planning*

*

*

*

Stylis1c*choices,*visualiza1on*of*the*concept*

*

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Skill,*decisiveness*of*presenta1on*

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Execu1on*and*choice*of*media*

*


Rhetoric'

In'a'nutshell:''*

1.  Rhetoric*is*a*method*which*helps*to*express*a*certain*argument*

in*the*most*appropriate,*correct,*comprehensive*and*

deliberately*decora1ve*way*to*achieve*persua1on.**

2.  The*approach*given*in*rhetoric*is*always*prac3cal*and*a*tool*for*describing*statements*as*well*as*for*crea1ng*new*ones.**

3.  It*is*not*a*fixed*recipe,*but*an*open*descrip1on*of*the*paberns*and*processes*of*communica3on.**

















*

The'design'process ' ' ' ''

''

Research,*development*of*a*concept.**

*

Organiza1on,*layout,*planning*

*

*

*

Stylis1c*choices,*visualiza1on*of*the*concept*

*

*

Skill,*decisiveness*of*presenta1on*

*

Execu1on*and*choice*of*media*

*


Rhetoric'–'Modes'of'Appeal'

Ra3onal'appeal'

F Appeal*to*reason*

F Aims*to*instruct*

F Signs*of*intellectual*authority*

F Sta1s1cs,*hard*edges,*

scien1fic*drawings,*quota1ons*

F Promote*something*

Ethical'appeal'

F Appeal*to*ethics*

F Aims*to*delight*

F Finer*emo1on*of*sensibility*

F Philosophical*belief*

F Aesthe1c*quali1es*of*a*design*

F Tradi1onal*values**

F Moral*and*aesthe1c**

tendencies*of*an*audience*

*

*

Emo3onal'appeal'

F Appeal*to*emo1on*

F Aims*to*move*

F Provokes*the*nonFra1onal*

F More*or*less*predictable*

responses*from*the*audience*

F Deeply*personal*

F Shared*with*a*community*

Link:'*

Modes*of*appeal*are*used*in*marke1ng*to*provide*products*and*services**

a*dis1nct*appeal*(Sinus*groups,*ZMET,*Limbic*map,*EuroFSocioFStyles).*


John*Knox,*Reformer,*Scobland,*1560* Christ5Preaching,5Rembrandt*Harmensz.*van*Rijn,*1652*

Ra3onal'appeal'to*inform*...*

Emo3onal'appeal'to*move...*

Mar9n5Luther5King5Jr.,51965*

Ethical'appeal'to*delight...*



Modes'of'appeal' ' ' 'Their'stylis3c'connota3ons'*

Ethos*(Ethical*appeal)* * *morally*appropriate,*beau1ful,*ornate,*likeable*

Aims*to*delight.***

Pathos*(Emo1onal*appeal)* *passionate,*vehement,*discordant*

Aims*to*move.***

Logos*(Ra1onal*appeal) * *factual,*plain,*logical*

Aims*to*inform.*


Rhetoric'–'Deriva3on'of'Appeal'in'Products'

Ra3onal'appeal'

F Addresses*controlled,*logical*thinking*

F Informa1on*can*have*stylis1c*cues,*

such*as*hard*edges,*lines,*data,*...*

F A_tude*towards*technology*

Ethical'appeal'

F Aesthe1c*quali1es*of*a*design*

F Moral,*aesthe1c*values*

F Invokes*trust*and*respect*

F Asking*one*to*iden1fy*with*it*

Emo3onal'appeal'

F Provokes*passionate*response*

F Becomes*a*symbol*for*

glamorous*future*(sensual,*

poli1cal,*spiritual)*


Rhetoric*vs.*Semio1cs*

*

Rhetoric*plus*Semio1cs*

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*

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Semio3cs'

Semio1cs*is*the*science*of*signs.*Semio1cs*has*an*allFembracing*character,*as*

it*is*the*basis*for*plenty*fields*of*applica1on.*Fields*of*applica1on*can*be*

language,*architecture,*fasion,*visual*imagery*and*more*–*in*applica1on*it*is*

called*seman1cs.**

*

It*is*a*general*theory*of*signs*and*talks*about*the**

interface*between*visual*and*verbal*discourse.*

*

One'main'principal:''A*sign*is*not*an*autonomous*en1ty.**

It*only*exists*in*rela1on*to*other*signs*(systems).**

*

Material*part*of*sign:*form5of5expression5

Its*meaning*is*called:*form5of5content5

Semio3cs'

Expression:545°5rotated5square,5white5bordered5yellow5center,5outline5

Content:5rigth5of5way5

Expression:5given5illustra9on5of5the5hand5

Content:5this5way5

Expression:5these5gestures5

Content:5A,5B,5C,5D5

Semio3c'by'Pierce'and'Classifica3on'by'Eco'

Signifikat'Interpreter'Designatum*

Konnota1on*

Referent'Object'Denotatum*

Extension*

Signifikant'Sign'Symbol*

Expression*

In*reference*to*Umberto*Eco*and*Charles*Sanders*Pierce*

Semiosis'

Semio3c'by'Pierce'and'Classifica3on'by'Eco'

Signifikat'Interpreter*

Designatum*

Konnota1on*

Referent'Object*

Denotatum*

Extension*

Signifikant'Sign*

Symbol*

Expression*

In*reference*to*Umberto*Eco*and*Charles*Sanders*Pierce*

Semiosis'

„Tomato“*

„Tomate“*

„Pomodoro“*...*

Semio3c'–'Terminology''

Index'(something*used*to**

code*something*else;*e.g.*

metaphor,*metonomy)*

Icon'(codes*by*imita1on*or*

illustra1on*of*something;**

e.g.*allegory)*

Symbol''(works*as*code*within*a*

system,*elements*are*

abstract;*e.g.*simile,*allu1on)*

Rhetoric'and'Semio3c''

Expression:5black52Odimensional5shape5of5an5open5facing5hand5

Intended5Content:5no5entry5

5

5

5

Possible5interpreta9on51:5Please5Wait555Minutes5

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5

5

Possible5interpreta9on52:5Hello5

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1. All*words*are*abstract!*2. Hand*is*the*term*to*describe*a*part*of*the*body.*

3. Hand*as*a*sign*needs*to*be*placed*into*context.*5

Rhetoric'and'Semio3c'–'Just'Some'Rhetorical'Figures'

Archaism *Use*of*an*older*form*

Simile *An*explicit*comparison*between*two*things*

Paradox *A*statement*that*appears*at*first*glance*unbelievable*but*may*be*found*to*be*true'*

Amplifica3on *Arrangement*in*an*order*of*ascending'power'*

Irony *Literal*meaning*of*the*opposite*intended'*

Synchysis *unnecessary*clustering*of*synonymous*words*

Pleonasm *Use*of*redundant*words*

Periphrasis *Communica1ng*in*a*round'about'way'

Hyperbole *Exaggera3on*for*emphasis*or*for*rhetorical*effect*

Allitera3on *Repe33on*of*same*sound*in*words*close*together'*

Pun *Humorous*use*of*a*word*to*emphasize'different'meanings'

Paraleipsis *Omission*for*rhetorical*effect*

Metaphor 'Implied*comparison*

An3thesis *The*juxtaposi3on*of*contras1ng*ideas*

Irony *The*expression*of*something*which*is*contrary'to'the'intended'message'

Synecdoche *Understanding*one*thing*with*another,*replacing*the*word*with*another*with*close'meaning'

Metonymy *Subs3tu3on*of*one*word*for*another*which*it*suggests*

Tautology *Repe33on*of*an*idea*in*a*different*form*

Personifica3on *Abribu1ng*a*personality*to*an*impersonal'thing'

Rhetoric'and'Semio3c'–'Some'Rhetorical'Figures'as'Visuals'Using'the'Hand'

Amplifica1on*

Pun*

Metonymy*

An1thesis*

Don’t*bite*the*hand*that*feeds*you.*

Metaphor*

My*hands*are*1ed.**

Hyperbole*

A*handful*of*students.*

Metonymy*


Rhetorical'Opera3ons'

Rhetoric'and'Semio3c'–'Rhetorical'Opera3ons'

In*rhetorical*opera1ons*we*use*addi3on,*suppression,*subs3tu3on*and*exchange.*How*rhetorical*figures*are*operated*is*defined*by*two*approaches:*schemes*and*tropes.**

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Schemes:*alter*the*normal*oder*of*elements*in*an*expression.**

Tropes:*alter*the*normal*reference*of*the*elements.**

*

Tropes*more*commonly*occur*in*picures,*therefore*this*approach*

may*help*us*towards*understanding*the*process*of*visualiza1on.**

Comunica1on*always*uses*a*language:*verbal,*ges1cal,*visual,*...*sensual.**

The*rehtorical*phases*can*be*transfered*towards*the*design*process.**

(Research,'planning,'visualiza3on,'presenta3on,'media)**

Rhetoric*is*prac1cal*and*an*open*descrip1on*of*the*processes'of'communica3on.***

Ethos,*Pathos*and*Logos*can*be*applied*as*stylis1c*connota1ons.***

Main*principal*of*semio1cs*is,*that*a*sign*only*exists'in'rela3on'to'others'(systems).**

*

Differen1ate*the*material*form5of5expression5from*its*meaning*form5of5content.5

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Rhetoric'figures'(tropes*and*opera1ons)*help*us*to*conciously*visualize*a*topic.*

Conclusion'

Visualiza3on'of'Informa3on'

Ikonogramm*und*Piktogramm*

Kartogramm*und*Diagramm*

Ideogramm*und*Logogramm*

Typogramm*und*Phonogramm*

Folie*32,*Mai*9,*2016*

Ikonogramm'und'Piktogramm'

Folie*33,*Mai*9,*2016*

Iconogram*is*an*image.*An*iconic*

sign,*which*highlights*the*iden1ty*of*

sign*and*object.**

Pictogram*is*a*picture,*similar*as*in*

Isotype.*An*iconic*sign,*which*highlights*

the*general*aspects*of*the*object.*

Kartogramm'und'Diagramm'

Folie*34,*Mai*9,*2016*

Cartogram*is*a*topographic**

representa1on*including*func1onal*

elements*such*as*sta1s1c*data.*

Diagram*is*a*func1onal*

representa1on,*which*visualizes*facts,*

sta1s1cs,*processes*and*rela1onships*

between*objects.**

Types'of'Diagrams'

Tables'and'Time'Series'(1F2*Scales)**

Sta3s3c'Diagrams'(2F3*Scales)*Curve*Chart,*Polar*Chart,*Pie*Chart,**

Bar*Chart,*Area*Diagram,*Volume*Diagram,*

Frequency*Scale,*Profile*Diagram*

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Reference'Diagrams'Map,*Cartogram,*Organiza1onal*Chart*

(Connec1on*Diagram,*Corporate*Structure),**

NetF/Stereogram*

*

Illustra3ve'Diagrams'Func1onal*Diagrams**

(Exploded*View,*Flow*Chart)*

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Graphische*Semiologie.*Diagramme,*Netze,*Karten.*Jacques*Ber1n.*Berlin,*de*Gruyter*

Bar'Chart'

Folie*36,*Mai*9,*2016*

Bar'Chart'

Folie*37,*Mai*9,*2016*

Cartogram'

Folie*42,*Mai*9,*2016*

Cartogram'–'Charles'Joseph'Minard'(1781Z1870)'

Folie*43,*Mai*9,*2016*

Folie*44,*Mai*9,*2016*

Cartogram'–'Charles'Joseph'Minard'(1781Z1870)'

Mai 9, 2016Informationen Gestalten 46

Illustra3ve'Diagram'

Folie*47,*Mai*9,*2016*


Folie*48,*Mai*9,*2016*


Folie*49,*Mai*9,*2016*

Pictogram'–'ISOZTYPE'

Folie*50,*Mai*9,*2016*

1936*ISOFTYPE*by*Obo*Neurath*and*Gerd*Arntz*

(Interna1onal*System*of*Typographic*Picture*Educa1on)*


Folie*51,*Mai*9,*2016*


Folie*52,*Mai*9,*2016*

Pictogram'–'Pippo'Lionni'

Folie*53,*Mai*9,*2016*

Informa3on'Design'–'The'Power'of'Visualiza3on'in'Other'Professions'

•  Today*we*read*and*understand*via*mental*models.**

•  The*use*of*visual*elements*to*channel*thinking*and*to*challenge*conclusions.**

•  These*elements*get*coded*as*they*are*used*in*a*certain*environment.**

•  Areas*create*a*virtual*room*for*thinking.**

•  Connec1ng*these*areas*creates*a*process*and*logic.**•  Indica1on*of*scale*to*visualize*the*process.*

• We*need*to*simplify*and*use*visual*elements*to*connect*them*to*complex*data.**

•  Illustra1ons*help*to*create*iden1fica1on.*

Crea3ng'Quality'of'Informa3on'–'Value'...'

Visual communication

Presentations & Public Speaking

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