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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
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We assimilate familiar forms through continual exposure

  • Mental maps help us associate a given pattern with a particular single entity but also to other forms with similar features
arnheim memory perception
Arnheim: 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

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

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

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 informationReferential Functions
examples
Examples

Standard Road Icons

Symbols on landscape architecture plan

Museum Icons

nonreferential functions
Metadiscursive. Instead of adding new info, non-referential functions

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

NonReFerential Functions
structure
Structure

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

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

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

trust
Trust

Watermarks, paper stock, nameplates, logos

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Tone

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
  • 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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