Test #2

Question 1

Freelance / Contract

Answer 1

The designer has a lot of freedom but has to be responsible for tools, taxes ownership/authorship is determined case by case in a contract

Question 2

Work for Hire

Answer 2

The designer has little freedom about work but does not have to deal with tools, and taxes. The employer is considered the owner/author and has the authority to allow for the designer to share the work in their own portfolios, or not

Question 3

Fair Use - 4 Factor Test

Answer 3

Used as a guideline for determining if a use is permissible or not

Nature – fact v. fiction
Amount – Substantiality, how much
Effect – Impact on original work
Purpose – How it’s being used

Question 4

Semiotics

Answer 4

The Study of Signs, Life, and Representation. (Study of signs and symbols and their use and interpretation)

Question 5

Sign

Answer 5

A basic unit of representation, frequently arbitrary for the thing it stands for. The basis of language. (sign = signifier + signified)

Question 6

Symbolic Sign

Answer 6

Relationship between signifier and signified is cultural (e.g., swastika)

Question 7

Indexical Sign

Answer 7

Occurs when signifier results from signified (e.g., smoke —> fire)

Question 8

Iconic Sign

Answer 8

Signifier looks like signified (e.g., apple —> apple)

Question 9

Visceral

Answer 9

Appeals to emotion / feeling

Question 10

Signified

Answer 10

Concept. Pertaining to the mental construct of the object or the connotations of what the signifier implies.

Question 11

Signifier

Answer 11

Form. Related to the physical appearance of an object. Images words, materials, sounds, smells, tastes

Question 12

Signification

Answer 12

The relationship between the 2 parts of a sign. Science for “sense-making”

Question 13

Symbol

Answer 13

Might have no logical meaning easily removable from their context meaning is from learned associations or from environmental cues (e.g., religious symbols)

Question 14

Index

Answer 14

Not arbitrary. Points to something else. It has distance and requires learned information.

Question 15

Icon

Answer 15

A Sign that physically resembles the thing it stands for. Any image used to represent / stands for a person, place, or idea.

Question 16

Syntax

Answer 16

The visual arrangement or ordering of elements within a representation, influences how we construct and interpret meaning Accuracy of intent logical + creative communication solutions

Question 17

Denotative Concepts

Answer 17

Jargon “what we think it means”

Question 18

Visual literacy

Answer 18

The ability to read, interpret and create visual messages of all kinds.

Question 19

Connotation

Answer 19

Idea or inferred feeling

Question 20

Denotation

Answer 20

“Facts” about the image

Question 21

Benefits and problems of visual stereotypes particularly when using human models

Answer 21

Media rely heavily on genres, conventions, and stereotypes. As certain images and representations are repeated, they become familiar and natural. But are these representations really “natural”?
– Aspiration, or unrealistic expectations?

Question 22

Bias

Answer 22

prejudice in favor of or against one thing, person, or group compared with another, usually in a way considered to be unfair.

Question 23

Prejudice

Answer 23

Preconceived opinion that is not based on reason or actual experience.

Question 24

Participant

Answer 24

Any object in a composition

Question 25

Vector

Answer 25

Dynamic force or tension between participants implied line / alignment

Question 26

Intersectionality

Answer 26

How aspects of our identities intersect and can shape how we are treated how we look at the world How we interpret visual communication

Question 27

Shockvertising

Answer 27

The goal is to offend. Uses taboo subjects we typically ignore to intentionally attract widespread attention and trigger a reaction

Question 28

Affinity Bias

Answer 28

Choosing associations w. others like ourselves

Question 29

Conformity Bias

Answer 29

Taking cues from others and changing our actions to match, rather than acting independently

Question 30

Confirmation Bias

Answer 30

Focusing attention to information and experiences that support our viewpoint.

Question 31

Attribution Bias

Answer 31

Explaining behavior as a result of personality, not a situation

Question 32

Christoph Neimann’s reflection on his editorial illustrations (article)

Answer 32

Spoke about how the choices he makes in his illustrations form perceptions If the participant in the piece is meant to represent "every person" and the participant is a woman or a black man, does the image still portray the same message – or does it shift to bias against the participant?

Question 33

Cameron Russell — comments about social biases, and privilege in images of white women

Answer 33

* Became a model, because of winning the genetic lottery * Legacy of humankind being obsessed w. tall, thin, white women * Continuing low representation of modals – only 4% of non-white * Beautiful, but insecure * Beauty in magazines is a construct created by makeup artists, photographers, directors, and fashionistas. * The body is now the commodity

Question 34

Branding

Answer 34

* Endowing products and services with the power of the brand. * Strategy to create the perceived image of the product you sell

Question 35

Brand Stretching

Answer 35

Using existing public trust and familiarity to launch a new product into a completely different and sometimes unrelated category. **Could be used deceptively (e.g., Cigarette companies)

Question 36

Brand Extending

Answer 36

The launch of a new or modified product into the market category where the brand operates (e.g., Stella Cider) Advantages * Used to capitalize on brand recognition and consumer trust * Can lower costs * Accelerates speed to market * Adds extra profit relatively fast while limiting financial risks * Visual communication vocabulary can be adapted * Visual consistency is apropos Disadvantages: * Dilute the value of core brand / consumer confusion * Redirection of company resources * Underfunding of the new offer * Negative spillover * Low success rate

Question 37

Brand Extendable Equity

Answer 37

1. What is it about my brand that consumers recognize? 2. What do consumers consider is the advantage of my brand over other brands?

Question 38

Social implication of branding in our culture Remarks in No Logo

Answer 38

the commodification of the self is now seen as the only route to any kind of economic security. it hinders solidarity: “Brands don’t cooperate very well — they’re built to be selfish and proprietary.” I think the next big battles will be over the information commons: the entire business model of these tech giants is an extractive model, based on people’s unpaid labor. We’re more globally connected than ever before, ”Klein says, “and also less connected to who makes our clothes, who grows our food, and I think part of that is down to information overload It’s not that people don’t care, it’s that they care for five seconds.

Question 39

Branding to obscure or deceive

Answer 39

misrepresentation /distraction misusing the trust of vulnerable populations (e.g., kids) Impact on the culture using style/design tropes to deceive adopting designs that are too similar to work associated with another organization

Question 40

Brand Efficacy

Answer 40

A measure of brand performance (how well it works) Requires oversight — but can lead to annoying rigidity and ‘bad press’, alienating the pu

Question 41

Chart junk

Answer 41

Chart junk is in the way - Edward Tufte It aids meaning and memory - Nigel Holmes

Question 42

Reasons to use information graphics rather than text

Answer 42

Show relationships of information data sets to each other change over time Viewer engagement Simplified presentation of complex information

Question 43

Types of Information Graphics

Answer 43

Pie charts —data compiled of subsets Bar graph — relationships Line graph — change over time Quantagram — repeated symbols Typography — for unique information

Question 44

Issues with Information Graphics

Answer 44

visualization cues — icon/symbol selection type of visualization is driven by the message Comparisons Change over time Composition Connections Chart furniture, chart ‘junk’ Information Design involves: representation (creation of a visual language) perspective (it tells a story) deliberation (intentional. selective.) Information = Power [maps, for example]

Question 45

Statistical Literacy

Answer 45

The ability to read and interpret summary statistics in the everyday media: in graphs, tables, statements, surveys, and studies.