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Conventions are validated based on both the socializing process of discourse communities and the idiosyncratic experiences of the individual Shared experience – between individuals & groups Individual experience. Experience Informs interpretation. What’s this? How do you know?.

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Experience informs interpretation

Conventions are validated based on both the socializing process of discourse communities and the idiosyncratic experiences of the individual

Shared experience – between individuals & groups

Individual experience

Experience Informs interpretation


What s this how do you know
What’s this? How do you know? process of discourse communities and the idiosyncratic experiences of the individual

Who would/does know?


What s this how do you know who would know
What’s this? How do you know? Who would know? process of discourse communities and the idiosyncratic experiences of the individual


What s this how do you know who wouldn t know
What‘s this? How do you know? Who wouldn’t know? process of discourse communities and the idiosyncratic experiences of the individual


Learning to read conventions

Readers construct their conventional maps individually and idiosyncratically, starting at an early age.

Learning to “READ” Conventions


Which dog is going faster go dog go
Which dog is going faster? idiosyncratically, starting at an early age.Go Dog Go



Arnheim memory perception
Arnheim idiosyncratically, starting at an early age.: Memory & Perception

“Institutional Buildings”

“Library” is a subset

O

Oscillating cognitive process – simplify perceptual data by creating conceptual categories such as “institutional buildings” with subsets like “libraries” or “hospitals”.


And more concretely
And more concretely idiosyncratically, starting at an early age.

We have libraries generally

And our own specific libraries

Simultaneously, we differentiate perceptual data to separate immediate object of perception from others in category


Schema theory
Schema theory idiosyncratically, starting at an early age.

We develop schemes for organizing data from perceptual encounters, that help create expectations.


The tenacity of conventional grip

Readers become highly invested in the status quo because it cuts a well-worn path, and deviations from that familiar path can seem arduous, risky, and unnecessary.

The Tenacity of Conventional Grip


Gawker goes wild
Gawker goes wild cuts a well-worn path, and deviations from that familiar path can seem arduous, risky, and unnecessary.

Vintage Gawker

New Gawker

  • Gawker redesign does not exactly thrill the internet

  • Gawker traffic down 25% since redesign

  • How Gawker’s redesign subverts the scannable culture of the Internet it helped create

  • What’s wrong with Gawker’s redesign

  • After its big redesign, Gawker page views seem to be coming back


Referential functions

Enhance conciseness by providing a shorthand notation system that gives readers access to dense fields of information

Referential Functions


Examples
Examples that gives readers access to dense fields of information

Standard Road Icons

Symbols on landscape architecture plan

Museum Icons


Nonreferential functions

Metadiscursive that gives readers access to dense fields of information. Instead of adding new info, non-referential functions

structure or emphasize existing info, establish tone or formality, certify authenticity (ethos)

NonReFerential Functions


Structure
Structure that gives readers access to dense fields of information

Structural cues enable readers to access information, sequence and prioritize it

What about

Brochures

Newspapers

Web pages

Book covers

Others?

Some examples

  • Tabs and dividers in manuals

  • Toolbars, palettes and tear-off menus in drawing software

  • Matrices in almanacs


Emphasis
Emphasis that gives readers access to dense fields of information

Large print, color, dark areas, arrows, location, white space

http://rateyourmusic.com/list/djlanda/the_100_worst_album_covers_ever


Trust
Trust that gives readers access to dense fields of information

Watermarks, paper stock, nameplates, logos


Tone that gives readers access to dense fields of information

Centered/all caps text, gridlines and symbols, freehand art

6 Minutes to Midnight

Coca Cola Annual Report


The grip of conventions
The Grip of Conventions that gives readers access to dense fields of information

  • How do conventions help us/hurt us?

  • How does what Tufte says about PowerPoint relate to what Kostelnick says about the grip of conventions?


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