Memorandum

Memorandum

To: Dr. Newmark

From: Carley Pettigrew

Subject: Final Scrapbook

The purpose of this memorandum is to provide you with an overview of my final scrapbook.

The Project

I have assembled the remaining ten scrapbook entries. Each entry both visually and verbally articulates the principles we have learned over the semester.

Entries 11-15

The scrapbook begins in the world of typography. With websites like dafont.com, free downloadable fonts are readily available. The versatile fonts offered to graphic designers, allow creative projects to come to life. Scriptina is one of my favorite fonts and was used on my wedding announcements. The twelfth entry, film credits and titles is a rather new development in Hollywood. Pioneers like Saul Bass, lead the way for credits and titles to visually set the mood for a movie. James Bond movies have become notorious for their titles, Golfinger is a classic example. The thirteenth entry, delves into informational graphics. The information provided by Linda Walsh’s chapter five makes you think, “Is this graphic worth a thousand words?” As a visual communicator a graphic produced must articulate visually, those thousand words and not obfuscate the intended purpose. Entry fourteen describes my favorite animated TV show, “The Simpsons.” The social satire and consistently well written script keeps audiences loyal to the program. Although visually, the cartoon is low-budget, it has become an American icon. Entry fifteen, expounds upon photojournalism ethics. There are six principal ethical philosophies used to analyze a picture: categorical imperative, utilitarianism, hedonism, golden mean, golden rule and veil of ignorance. Eddie Adams is known for his photographic portrayal of the Vietnam War. Using both categorical imperative and utilitarianism, he chose to have his graphic photographs printed. Many credit his decision as the turning point in the war.

Entries 16-20

Website ethos is the topic of entry sixteen. Ethos refers to a source’s credibility. Wikipedia is widely accepted as a credible source, but contains citation flaws. Entry eighteen involves color theory. When creating logos and visual media it is important to know the color theory and their effects on emotions. Many fast food restaurants make use of these emotions in their logos; Burger King is one of them. Entry nineteen is document design. Finding this entry was extremely difficult. I chose a Medicare PDF. It demonstrates poor design in regards to its target audience. Entry twenty researches user-centered design (USD). USD if used properly can ensure the success of a document designer. 

Reflection

In the process of creating my scrapbook, the terminology and principles we have studied in the semester became applicable in the real world. Each entry requires knowledge of design tactics, visual ques, stereotypes and what is visually pleasing to a viewer.

I completed my scrapbook in the online blog site, BlogSpot. The blog dashboard is easy to use and the creator has free reign on design options. I used the font Arial for all of my entries. On my first ten entries I used similar frames to keep a sense of continuity and style throughout the page. Unfortunately, I think they were somewhat distracting, so I opted not to use them on the last entries.  

Conclusion

I feel like my understanding of what a visual communicator should look for in images has increased. I have a background in design and photography. I know that I have been able create better educated designs as a result of this knowledge.

21. EXTRA: The Costco Photo

The Costco photo. Available at http://www.juliannenewmark.com/TC%20151%20Scrapbook%20Assignment.pdf. April 28, 2011.

The Costco photograph is comprised of four paintings on canvas. The top two images are readily identified as famous pieces of art, while the lower images are by unknown artists. The Great Wave off Kanagawa, by the Japanese artist Hokusai is on the left and Divan Japonais by artist Henri de Toulouse-Lautrec is on the right. The display is arranged with two cool-toned canvases on top and two warm-hued canvases below. 1 The photograph is lacking balance. The top canvas hangs over the display and should be brought down to the level of the painting next to it. The small canvas at the bottom should be placed to the right of the colorful plant image to equalize the photograph. All the elements in the photograph are in close proximity of each other, yet one object does not belong. The pamphlet holder contains a brochure on how to turn your own photographs into an art canvas. Amateur photographs should not be considered great art next to the work Hokusai and Henri de Toulouse-Lautrec. The overall theme of the grouping is Japanese art form. While three of the canvases are obvious Japanese art forms, where does Divan Japonais fit? Henri de Toulouse-Lautrec was inspired by the Japanese culture during the era of Art Nouveau and found inspiration in Hokusai’s prints.

20. User-centered design

 

Caution Sign. Available at http://www.spellboundinc.com/engine.cfm?i=69. April 27, 2011. 

Fall Prevention in the Workplace. Available at http://www.eri-safety.com/Documents/9516lg.pdf. April 27, 2011. 

After an online investigation, the Society of Technical Communication's describe the major features of documents containing user-centered design (USD). They are visibility, accessibility, legibility and language. 1

Visibility: The viewer should effectively be able to navigate their way through the document.

Accessibility: Easy access helps the viewer locate the needed information quickly and efficiently

Legibility: Font choice is important when ensuring the viewer can easily read the document. Also, a high contrast between the font color and background will aid in legibility.

Language: Technical language should be avoided when providing information to a wide-range of viewers. Everyday terms as well as easy-to-read sentences should be used. 2

The goal of user-centered design principles is to develop documents that are engaging and easy for people to use. An UCD approach should enhance the user’s experience. When a document is easy-to-use, people will continually reference it. 3

An example of a workplace document that effectively displays a user-centered design is, Fall Prevention in the Workplace by ERI Safety. The document contains all the major features of user-centered design. The viewer can visually navigate through the document to find needed information. The headings and subheading as well as bolded and italicized words help access information quickly. Each heading is in bolded font, while the subheadings are italicized. Adequate white space and bulleted information is also provided. The document is written in an easy-to-read font with an appropriate font size. The font is black with a white background, making is very legible. The document is effectively written in a non-technical language, making it easy for the users to understand. 

1 Raïssa Katz-Haas, “Ten Guidelines for User-Centered Design,” stc.org, http://www.stcsig.org/usability/topics/articles/ucd%20_web_devel.html (accessed April 30, 2011).

2 Raïssa Katz-Haas, “Ten Guidelines for User-Centered Design.”

3 Raïssa Katz-Haas, “Ten Guidelines for User-Centered Design.”

19. Document Design

1-800 Medicare PDF. Available at http://www.medicare.gov/Publications/Pubs/pdf/11365.pdf. April 29, 2011.

Medicare has prepared a PDF entitled, “1-800 Medicare.” It is intended to inform Medicare patients on how to obtain billing questions by contacting 1-800 Medicare. The design and format does a poor job of presenting the information. When designing an informational packet or brochure, the audience must always be in mind. Medicare’s audience is a specific group of individuals over sixty years of age. The title, “1-800 Medicare” falsely lures the audience in. The first set of information is regarding medicare.gov. Most elderly people are not up-to-date on technology and lack the knowledge to navigate their bills on online. If a PDF is entitled, “1-800 Medicare” you would expect the information to present that topic immediately. The PDF, then promotes calling Medicare without speaking to a representative. An individual can listen to recordings of the information they need. Obviously, the writers of this information have not lived around their grandparents. Elderly people are often hard of hearing and want to speak to a live representative; they can become easily frustrated with technology. This PDF should target it's audience more appropriately.

18. Color Theory

 

Burger King logo. Available at http://perezhilton.com/2010-09-02-burger-king-sells-out. April 28, 2011. 

A considerable number of fast food restaurant logos make use of the primary colors: red, yellow and blue. According to color theory, primary colors are not only vivid, but they also “evoke speed and urgency.” 1 Each color has feelings and meanings attached to it. Red is supposed to stimulate appetite and respiration. Blue is associated with trust, company’s want you to trust the quality of food they provide. Yellow is one of the easiest colors to see from long distances, it not only grabs attention but is also associated with happiness and speed.2

Burger King, a popular fast food restaurant makes use of the primary colors in their logo. The red, yellow and blue create a responsive and eye catching motif. The logo is made up of two bun halves with the font sandwiched in between and a half swirl completing the design. The logo is a tilted-circular image. The two bun halves create balance as the red font is placed between them. The font choice is simple, yet prominent. The font size used for “king” is a little larger than “burger,” complimenting the design. The blue swoosh completes the design.

1 Ryan Ford, “Color Theory,” http://colortheory.liquisoft.com/ (accessed April 21, 2011).

2 BasicTemplates.com,  “Understanding Color Emotion Triggers, Part 1A,” BasicTips.com, http://www.basictips.com/understanding-color-emotion-triggers-part-1a.shtml (accessed April 21, 2011).

17. Remediation

Internet connection. Available at http://printerinkcartridgesblog.printcountry.com/more-tech-stuff/up-to-10-of-americans-lack-good-internet-connection-14306.html. April 28, 2011.

The first cell phone. Available at http://www.techpin.com/first-cell-phone/. April 28, 2011.

Smart phone. Available at http://www.digitaltrends.com/mobile/survey-says-smartphones-outsold-pcs-for-the-first-time-ever/. April 28, 2011.

Personal Computer. Available at http://mmenterprises.org/PersonalComputer.aspx. April 28, 2011.

PDA. Available at http://www.slcentral.com/dell-axim-x50v-pda/. April 28, 2011.

A Smartphone is a handheld mobile phone integrated with computer and internet capabilities. It was a groundbreaking device considering its size and weight and is considered a notable advancement in science and technology. The first Smartphone, was the Ericcson’s R380. Popular Science, in 1999 put it on the list of, “The Best of What’s New.” The following is the original clip about the new device.1

The Smartphone refashions the idea of the mobile phone, web access, PDA and the personal computer. Media is continually reproducing or replacing each other, this process is essential. The new media is then justified by remediating the older media. Potential customers believe that new media improves upon the older media’s flaws. In this case, the Smartphone creates an improved immediacy of information. The Smartphone also demonstrates the double logic of remediation, “Our culture wants both to multiply its media and to erase all traces of mediation: ideally, it wants to erase its media in the very act of multiplying them.”2

1 William G. Phillips, “1999 The Best of What’s New: 100 of the year’s Greatest Achievements In Science and Technology,” Popular Science, http://books.google.com/books?id=8qSgh_Q-YOkC&pg=PA59&source=gbs_toc_r&cad=2#v=onepage&q&f=false (accessed April 27, 2011).

2 Jay David Bolter and Richard Grusin. Remediation: Understanding New Media (MIT Press, 2000), 5.

16. Website Ethos

Wikipedia logo. Available at http://ohinternet.com/Wikipedia. April 28, 2011.

When students search for online resources, a Wikipedia article commonly ranks high on the search index. Wikipedia is an online encyclopedia that provides information on a broad array of topics. Their pages are reviewed internally and externally on a regular basis to ensure reliable content, “Thomas Chesney’s empirical research, find that as many as 13 percent of its pages contain errors.”1 Wikipedia’s content is provided by users who can upload, edit, or add content.  Wikipedia argues the more individuals who contribute information the more accurate the information will become.2

Despite its reputation, Wikipedia displays poor website ethos. If thirteen percent of their estimated two million articles have errors, then 260,000 contain errors. That is one in eight articles.3 Despite this claim, its popularity cannot be denied. Many students make it their first stop when conducting research. “According to Alexa, a web information company, Wikipedia is the 12th most visited site in the US with almost 11 million visitors per day.”4 Instead of teachers and professors restricting the use of Wikipedia because of these errors, they should encourage students to use it intelligently. Each article has footnotes listed at the end. The citations contain references and external links. These citations can follow the trail of information to a credible source.5

1 Tammy Andrew, “Wikipedia’s Credibility,” Suite 101, http://www.suite101.com/content/wikipedias-credibility-a57257 (accessed April 27, 2011).

2 Tammy Andrew, “Wikipedia’s Credibility.” 

3 Tammy Andrew, “Wikipedia’s Credibility.” 

4 Tammy Andrew, “Wikipedia’s Credibility.” 

5 Tammy Andrew, “Wikipedia’s Credibility.”

15. Photographic portrayals of violence

General holstering gun after execution, Saigon,1968. Available at http://www.monroegallery.com/photographers/detail/id/826. April 28, 2011.

Eddie Adams was a famous photographer; he is commonly associated with his photographic portrayal of the Vietnam War. The photograph entitled, “General holstering gun after execution, Saigon,1968” depicts Saigon during the height of the Vietnam War. The appalling photograph, of the Chief of Police shooting a member of the Vietcong in the head, appeared immediately in newspapers and magazines world-wide.1

Considering the photograph depicts a dead victim of violence, some may accuse the photographer, in this case, Eddie Adams, of being insensitive.  The photographer applied categorical imperative; the brutality and causalities of war had to be photographed. Utilitarianism was also exercised in the decision to publish the photograph.2 Although the picture displays ethical transgressions, it has been widely credited with turning American attitudes against the Vietnam War. 

1 Margot Adler, “The Vietnam War, Through Eddie Adams’ Lens,” NPR.org, http://www.npr.org/templates/story/story.php?storyId=102112403 (accessed April 27, 2011).

 

2 Paul Martin Lester, Visual Communication: Images with Messages (Belmont: Thompson Wadsworth, 2005), 115-116.

14. My favorite animated TV show

The Simpsons. Available at http://www.deadline.com/2010/11/fox-renews-the-simpsons-for-23rd-season/. March 28, 2011.

Homer and Dr. Hibert. Available at http://simpsonsimages.tumblr.com/post/1158275236/huntingforwizards-asked-do-you-have-any-pictures. March 28, 2011.

Lisa meets the First Lady. Available at http://parman.blogspot.com/2010_03_01_archive.html. March 28, 2011.

“The Simpson’s” debuted in 1988 as thirty second segments on the short-lived “The Tracey Ullman Show,” and evolved into one of the most popular and long-running cartoon programs in television history.  “The Simpsons” is still going strong today. The show’s success can be attributed to the producer’s ability to understand the expectations of the audience and the culture that surrounds them. This understanding, combined with sarcasm, superior scripting, show themes, and old-school slapstick comedy is the secret of the show’s long term success. The show is purposefully “low budget” the characters are simple. Less time on graphics results in reduced costs and more time spent on the script. The show is intellectual, while remaining funny on all levels. Adult audiences are drawn to the social satire, while a more youthful audience enjoys Bart’s bad behavior and colorful animation. “The Simpsons” continue to entertain people across the globe, and show no signs of slowing down.1

1 Lester, Paul Martin. Visual Communication: Images with Messages (Belmont: Thompson Wadsworth, 2005), 200-204.

13. Informational graphics

Cancer survival graph. Available at http://www.edwardtufte.com/bboard/q-and-a-fetch-msg?msg_id=0000Jr. March 28, 2011.

The idea of information graphics is to visually explain a set of data. Linda Walsh describes a graph as a metaphor, “The line metaphor of a line graph encourages the viewer to think of the data as a continuous and changing event correlated to some factor, usually time.”1 The table-graphic above gives an idea of survival time gradients for each cancer listed, so the designers chose an appropriate format. The current diagram is full of overlapping points and crossing lines, making it visually confusing to the reader.

The diagram would be much more effective if the name of each type of cancer was also put on the right hand side, next to the 20-year relative mortality rate. This would make it easier to track the overlapping lines. Also, the lines used in the graph are the same weight as the lettering. If the lines were thinner and lighter, this visually would aid the reader in following the lines easily across the diagram. Left justifying the cancer titles on the right and left hand side would give the graph balance and unity. 

1 Linda Walsh, "Handbook of Visual Communication, Chapter 5:Graphics,"  http://infohost.nmt.edu/~crlanier/151/151ch5.html (accessed April 27, 2011).

12. Film titles/credits: Goldfinger

Goldfinger. Available at http://www.youtube.com/watch?v=QM6I6aVRjiU. March 28, 2011.

The title sequence for any new Bond film is almost as anticipated as the movie itself. While there have been some amazing examples over the years, the classic Goldfinger’s opening suits the film perfectly.  The background is black, gold painted women are seen throughout the sequence while a short film plays on the surface of the women’s bodies. The color of gold semiotically represents the villain, Auric Goldfinger’s obsession with gold and women. Not only do your visually experience the titles, but the music directly relates to the on-screen experience. “Goldfinger” sung by Shiley Bassey completes the sensorium of effects by creating a rhythm between what you hear and what you visually see. Opening title sequences set the mood for a film and this is no exception.1

 

1 Lester, Paul Martin. Visual Communication: Images with Messages (Belmont: Thompson Wadsworth, 2005),153.

11. Typography: Scriptina

Sciptina font. Available at http://www.bitstormweb.com/website-design/8-free-fantastic-fonts-for-web-print-design.html. March 28, 2011.

The script font family is based on the strokes of natural hand writing. Script can be compared to cursive writing as each letter flows to the next. It was developed in France in 1557; it was originally designed to mimic everyday handwriting, but is now primarily used for high-class documents.1 A beautiful example of a script font is scriptina. It is comprised of semi-connected cursive lettering. The cascading loops and curves offered in this font make it a great way to add a personal touch to designs. The curves and loops also add to the font’s rhythm. This font is seen commonly on invitations and logos. 

1 Lester, Paul Martin. Visual Communication: Images with Messages (Belmont: Thompson Wadsworth, 2005), 142.