Semiotics: sign, symbol, signify
Visual Synecdoche
This term is applied when a part is used to represent the whole, or vise-versa. Quite simply, the main subject is situated for something that is inherently connected to it.
Visual Metaphor
A visual metaphor is used to transfer the meaning from one image to another. A metaphor conveys an impression about something relatively unfamiliar by drawing a comparison between it and something familiar.
Visual Metonym
A visual metonym is a symbolic image that is used to make reference to something with a more literal meaning. For example, a cross might be used to signify a church. Unlike a synecdoche, the 2 images bear a close relationship, but are not intrinsically linked.
- In trying to separate words from pictures, we have to accept that "words are pictures of letters"
- 15 years ago, people wouldn't understand this.
"If you're not failing every now and again, it's a sign that you're not doing anything very innovative"
READABILITY, LEGIBILITY & HIERARCHY
"Type is speech made visible"
- Working with the dynamics of speech in a visual form.
- We can control what is read first through the idea of hierarchy.
- How do you move the eye around the page in a way that is structured and organised?
- Developed through trial and error.
- When the hierarchy is used closer together, it makes it harder to read and make sense of.
- Learn to understand the very basics of hierarchy to create good typography.
- How people read is very systematic, but the interpretation in your head is dynamic.
- What would is sound like if someone is reading it?
- Visual Pace
- Visual Emphasis
- Visual Volume
