The Three Primary Ways Design Encodes Meaning

The Three Primary Ways Design Encodes Meaning
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Gunther Kress identifies salience, information value, and framing as integral to understanding how visual elements attract and convey meaning in design.

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About The Three Primary Ways Design Encodes Meaning

PowerPoint presentation about 'The Three Primary Ways Design Encodes Meaning'. This presentation describes the topic on Gunther Kress identifies salience, information value, and framing as integral to understanding how visual elements attract and convey meaning in design.. The key topics included in this slideshow are . Download this presentation absolutely free.

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1. Elements of Design Design logics

2. Theory of Design  The design of a document also encodes part of its meaning. Gunther Kress describes three primary ways that meaning is encoded in design:  Salience  Salience – the way an element attracts a reader’s attention  Information Value  Information Value – the placement of elements in relation to each other  Framing  Framing – the way edges, lines and borders connect, disconnect, or focus an element

3. Salience Salience -- giving different weight to elements  Bold , italics , underline , CAPITALS and font size  Boxes and white space  Superscript and subscript  Foregrounding and backgrounding  Font styles  Alignment

4. Information Value – placement of items in a frame  Left presents given information, right presents new information – before and after  Top denotes the ideal, bottom denotes the real – bottom is the fine print, the reality of the visual, the top is what is strived for  Center is the focal point, the margins are the peripheral – we focus on the center, or center- top, but the peripheral acts as a subliminal or background

5. Framing – edges and lines focus elements  Lines, borders, and page edges are used to create focal points and to connect elements, separate elements, and split up elements.  Pictorial images can be used to focus this attention as well.

6. Text is bordered by lines Ideal Slogan is present in different sized font Left to right, before and after Ideal focal point is centered and high on page Disclaimer and warning are in small print We expect “real” facts at the bottom

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