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Lecture 2 - 01.10.10

Lecture 2 - 01.10.10 - 1st October 2010 DESMA 1 Lecture 2...

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1 st October 2010 DESMA 1 – Lecture 2 Design Culture – Basics Visible and Invisible Design Design and Art The Etymology of the Word “Design” The Origins of Design Culture http://classes.dma.ucla.edu/Fall10/10/ TA - Jesse Chorng Why Do We Need Design Semiotics? Tallinn, Estonia, August 2004 o Graphic design of a man grabbing a woman’s purse and running away. Poster for a festival of modern dance. Designed to look like a traffic sign but you have to stop and read the details to know what it is about? Sign in the Hague, Holland – what does it mean? o Parkeergarage then a bird and a man walking. Parking garage for a government ministry. Design issues between people can be complicated; how about those between humans and extra-terrestrials? Serious US government design projects in the 1970s. o This plaque was a message from the humankind to extraterrestrials. It was sent outside our solar system with Pioneer 10 and 11 (1972). It was designed by the scientists and supposed to tell the space aliens essential things about where the spaceship was sent from. Representation of a hydrogen molecule Silhouette of Pioneer 10 Binary equivalent of decimal 8 Diagram of the solar system with relative distances in binary Trajectory of Pioneer 10 Position of the Sun relative to 14 pulsars and the center of the galaxy. o Maybe they should have learned some design semiotics? o Are there such universals that would be recognized fully by anywhere in the universe? The Amazing Levitation Trick – Graphic designer Edward Tufte suggested this redesign. http://www.edwardtufte.com/tufte/space o The concept of floating/levitation in space is much more universal. Maybe entertaining in illusions is a universal concept since the principles of physics hold everywhere? Visible and Invisible Design Many designs are meant as visible – to draw attention to themselves, their message, owner, designer, manufacturer, etc. Most everyday designs are invisible. Above all, they are meant as functional, to make our daily lives possible. They may be good or bad, but they are everywhere ! Sometimes a design functions (nearly) unconsciously (traffic lights!), sometimes it requires conscious attention. o All of us know that red is stop, green is go, etc. But we see them dozens of times a day and millions of times in our lives but we have an almost automatic response to the colour changes of the traffic light.
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o How familiar we are with designs depends on how often we see them, but this can be affected by context. A woman deep in conversation on a cell phone may not even notice a traffic light and be able to interpret what it means.
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