Experience informs interpretation
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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

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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?

Who would/does know?


What s this how do you know who would know

What’s this? How do you know? Who would know?


What s this how do you know who wouldn t know

What‘s this? How do you know? Who wouldn’t know?


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? Go Dog Go


Experience informs interpretation

  • 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 information

Referential 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


Experience informs interpretation

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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