The Language of Design Form and Meaning Answer
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The Language of Design Form and Meaning Answer
Offered By ”California Institute of the Arts”
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Week- 1
1.
Question 1
Instructions: Look at the following image and read the accompanying description. Then, answer the question that follows.
Here is a description of the design work pictured above:
Function: This is a silkscreen poster announcing a visiting artist lecture by Chris Do on campus at CalArts.
Context: The poster was hung in buildings on the CalArts campus a few days
before the lecture.
Subject matter: Chris Do, the visiting artist, is the founder of the multi-disciplinary branding agency Blind. When Mr. Do lectured at CalArts, he was best known for his motion graphics work, particularly film title design.
Concept + agenda / intent: The concept of poster design is to communicate the visual excitement and “eye candy” that characterizes the world of motion graphics. The intention or agenda of the poster is to comment on the nature of motion graphics practice, which is typically seen to be very form-driven, with less emphasis on content or idea.
Which term(s) best describe the function or purpose of the poster? There can be more than 1 right answer.
1 point
Commentary on the practice of motion graphics
Promotion / advertising
Wayfinding
Networking
2.
Question 2
Which of the following terms best describes how the visual language “pop vernacular” is used in the poster seen in the previous question (#1)?
1 point
Imitation (the poster is meant to look like a genuine artifact of the visual language)
Reference (the poster uses elements of the visual language in a new context)
Nostalgia (the poster is referencing a historical visual language to recreate the spirit of the past)
3.
Question 3
Instructions: Look at the poster image and read the accompanying description again. Then, answer the bolded question that follows.
Here is a description of the design work pictured above:
Function: This is a silkscreen poster announcing a visiting artist lecture by Chris Do on campus at CalArts.
Context: The poster was hung in buildings on the CalArts campus a few days
before the lecture.
Subject matter: Chris Do, the visiting artist, is the founder of the multi-disciplinary branding agency Blind. When Mr. Do lectured at CalArts, he was best known for his motion graphics work, particularly film title design.
Concept + agenda / intent: The concept of poster design is to communicate the visual excitement and “eye candy” that characterizes the world of motion graphics. The intention or agenda of the poster is to comment on the nature of motion graphics practice, which is typically seen to be very form-driven, with less emphasis on content or idea.
Which of the following visual languages do you see used or referenced in this work?
1 point
8-bit / Internet 1.0: The visual language 8-bit / Internet 1.0 is based on the aesthetics of the early Internet and video games. This style came from the low-resolution imagery that was the result of the processing, storage and data transfer limitations of the time.
Pop Art: Pop Art uses the popular / mass culture (or vernacular) as its subject matter, and the visual language is generally driven by the use of found, appropriated imagery, with minimal abstraction, processing or interpretation.
Minimalism: The visual language of minimalism generally involves abstraction or is non-pictorial. It also tends to feature repetition or minimal, subtle variation.
Vernacular / Pop culture display: A visual language characterized by a bright color palette, display novelty typefaces and bold graphic forms that are drawn from the aesthetics of mass market / popular culture advertising and signage.
[ if this is not right then right answer is None of the above]
None of the above
4.
Question 4
Which of the following best describes the meaning created by the imagery (what is represented) and the visual language of the poster seen in the previous question (#3)?
1 point
Blind does promotional work for candy companies
Motion graphics are “eye candy”: pleasurable, seductive and stimulating but also ephemeral and not substantive
Chris Do is a sweet person
5.
Question 5
Instructions: Look at the poster image and read the accompanying description again. Then, answer the question that follows.
Here is a description of the design work pictured above:
Function: This is a silkscreen poster announcing a visiting artist lecture by Chris Do on campus at CalArts.
Context: The poster was hung in buildings on the CalArts campus a few days
before the lecture.
Subject matter: Chris Do, the visiting artist, is the founder of the multi-disciplinary branding agency Blind. When Mr. Do lectured at CalArts, he was best known for his motion graphics work, particularly film title design.
Concept + agenda / intent: The concept of poster design is to communicate the visual excitement and “eye candy” that characterizes the world of motion graphics. The intention or agenda of the poster is to comment on the nature of motion graphics practice, which is typically seen to be very form-driven, with less emphasis on content or idea.
Which phrase best describes the intended audience?
1 point
Students in an art and design college
Parents of art and design students
People over 60
People with children
6.
Question 6
Does the visual language of the poster shown in the previous question (#5) seem appropriate for the intended audience?
1 point
Yes, the use of pop culture and low-brow references plus the commentary on the practice of motion graphics is appropriate for an art school audience.
No, the visual language seems nostalgic and dated.
No, this is more appropriate for a candy shop.
Yes, design students eat a lot of candy and the imagery would attract their attention.
Yes, the colors and shapes would definitely appeal to teenagers.
7.
Question 7
Instructions: If you need to, look at the poster image and read the accompanying description again. Then, answer the question that follows.
Here is a description of the design work pictured above:
Function: This is a silkscreen poster announcing a visiting artist lecture by Chris Do on campus at CalArts.
Context: The poster was hung in buildings on the CalArts campus a few days before the lecture.
Subject matter: Chris Do, the visiting artist, is the founder of the multi-disciplinary branding agency Blind. When Mr. Do lectured at CalArts, he was best known for his motion graphics work, particularly film title design.
Concept + agenda / intent: The concept of poster design is to communicate the visual excitement and “eye candy” that characterizes the world of motion graphics. The intention or agenda of the poster is to comment on the nature of motion graphics practice, which is typically seen to be very form-driven, with less emphasis on content or idea.
Which term best describes how the work is distributed?
1 point
Viral
Meme
Peer-to-peer
Centralized or top-down
8.
Question 8
Art schools are elite educational institutions. Why would a designer at an art school appropriate “low” cultural references?
1 point
Designers follow fashion and fads, low-brow is the latest fad.
Designers often demonstrate their sophistication and skill by reproducing visual idioms (familiar modes of expression) in new and unexpected contexts.
High, middle, and low are socially constructed categories that have no meaning.
The designer is attempting to hide their elite education by using a visual language that is “hip” and “street.”
The designer has run out of ideas and is desperate.
9.
Question 9
How successfully do you think the Chris Do poster does its job? Write at least 1-2 sentences per response to the questions below using the Critique Framework.
Does the form seem appropriate to the subject matter and the intended audience?
Does the poster communicate the concept clearly?
Is the poster visually interesting?
Critique Framework v2.pdf
PDF File
1 point
What do you think?
| yes
yes yes |
Week- 2
Basics of Form
1.
Question 1
Instructions: Look at the image below and read the accompanying description. Then, answer the bolded question that follows.
Poster Description:
Function: This poster was commissioned for a poster exhibition at TypeCon in Portland, Oregon, USA. TypeCon is an annual typography and type design conference.
Concept: The designer described the poster as, “A love letter from LA to Portland and from Portland to LA.” The poster can be hung either with the “L” at the top or the “P” at the top. “LAX” is the airport code for Los Angeles, and “PDX” is the airport code for Portland.
Additional details: The poster was printed in an edition of 10 posters. Posters from this exhibition were also offered for sale during the opening. The designer lives and works in Los Angeles, California, USA.
Which of the statements below most precisely describes the audience for the poster? There is more than one correct answer for this question.
1 point
graphic designers
people who live in cities
people who live in Portland and/or Los Angeles
people who go to museums
TypeCon attendees
2.
Question 2
Which statement most specifically describes the primary function or job of the poster shown in question 1?
1 point
to advertise the TYPECON conference
to generate revenue for the gallery
to promote tourism in Portland
to use typography to express an idea about Portland and Los Angeles
3.
Question 3
Why is “sharpening” important in evaluating visual form?
1 point
Visual contrast is crucial to effective design, sharpening refers to the way a designer
creates contrast in a composition with exaggeration and the use of disruptive visual
elements.
Symmetry is important in all compositions and sharpening is a way to ensure alignment of all objects.
Sharpening refers to the way harmony and asymmetry work to create a dynamic composition through the use of basic shapes and primary colors.
Sharpening refers to an increase in the vertical scale of a composition.
Pencils are a crucial tool for designers and must be maintained by sharpening.
4.
Question 4
Choose the sentence that best defines “leveling”:
1 point
A flat picture plane with high levels of visual contrast.
A perceptual tendency to find proportional relationships in all objects.
The method of creating clear visual contrast in a composition.
A symmetrical composition.
[Note- if this one is not correct then select A technique to create………..]
A technique to create more harmonious compositions by weakening and toning down visual difference and contrast.
5.
Question 5
Look at the cropped image of the TypeCon poster shown in question 1 below. Viewed together, which elements create the MOST visual contrast in the image shown above?
1 point
pink and white elements
black and white zebra stripes
pink and black elements
6.
Question 6
Which sentence best describes the visual contrast in the cropped image of the TypeCon poster shown in the previous question (#5)?
1 point
The lack of color in this image creates a flattening of contrast.
Too much complexity and variety creates average levels of contrast.
The vertical bar of pink creates the only contrast in the image.
There is no contrast in this image, only variations in tone.
[if this one is not correct then select Pattern, color,……..]
Pattern, color, line weight, and tone create varied and visually engaging contrast.
7.
Question 7
Look again at the cropped image below of the TypeCon poster. Which principles of visual contrast do you see in the image?
1 point
Contrast of scale
Contrast of texture
Contrast of line
Contrast of value
Contrast of color
None of the above
All of the above
8.
Question 8
Which of principles of visual contrast are the two most important or dominant in the cropped image of the TypeCon poster shown in the previous question (#7)?
1 point
Contrast of texture
Contrast of value
Contrast of scale
Contrast of color
9.
Question 9
Instructions: Look at the full sized image of the TypeCon poster again. Then, answer the bolded question that follows.
Choose the sentence that best describes how tone and positive/negative space creates visual hierarchy in the image of the poster shown above.
1 point
The use of negative space in the counter (empty space enclosed by a letter) of the letter D and the zebra pattern makes it a strong candidate for the #1 read in the visual hierarchy.
The centrally aligned elements have low contrast and no negative space, making the poster seem very flat.
The complexity of this image negates hierarchy and makes it difficult to read.
Pattern and strong contrast in tone makes the background the first read in the visual hierarchy.
The pink-colored elements read as the highest tonal value in the poster and are a good candidate for the #1 read in the hierarchy
10.
Question 10
How do the geometric patterns in the background of the TypeCon poster shown in the previous question (#9) effect visual hierarchy?
1 point
The patterns are highly distracting and read very high in the hierarchy.
The geometric patterns do not read very high in the hierarchy relative to the other elements in the poster.
The patterns only read as texture, and make it difficult to establish a clear hierarchy.
11.
Question 11
Which of these three diagrams of visual hierarchy best identifies levels 1-3 of the visual hierarchy?
1 point
Hierarchy diagram 1:
1/ the counter of the D
2/ the pink hearts in the circle
3/ the counter of the A
12.
Question 12
What do you think is the most important idea or information in the poster that is present in the top 3 levels of visual hierarchy? Explain.
1 point
What do you think?
| It sounds better |
13.
Question 13
Does the visual hierarchy match or support the function or intention of the poster?
1 point
yes
no
14.
Question 14
Instructions: Look at the image of the TypeCon poster again. Then, answer the bolded question that follows.
What terms/phrases would you use to describe the composition of the poster?
1 point
tension with edges of the page
Asymmetrical
strong directional axes
Balanced
15.
Question 15
How does the color pink function in the composition of the TypeCon poster shown in the previous question (#14)? Select the best answer.
1 point
Distracting, why is it even there?
The pink creates depth in the composition by subtly highlighting certain letters and
creating a visual flow through the poster.
The color creates a visual ambiguity that sharpens the composition and makes the letters
more legible.
Clearly it is a commentary on the relationships between women designers in Portland and
Los Angeles.
It functions to emphasize the letters “L,” “X,” and “D.”
16.
Question 16
“I like the hearts because they draw my eye to them. They kind of remind me of Valentine’s Day.”
| great |
Week- 3
Meaning and Concept
1.
Question 1
What pair of words also means “denotation/connotation”?
1 point
clear/ambiguous
ugly/pretty
literal/suggestive
obvious/opaque
stupid/smart
2.
Question 2
Look at the image below, a logo for the Portland restaurant Le Pigeon designed by Ian Lynam. Then, choose all of the responses that best explain the denotative meaning of the logo below.
1 point
there appear to be the tools of cooking and baking in the outline of the pigeon
the logo uses a silhouette of a pigeon
this logo uses negative space
this restaurant is for the birds
pigeons are unclean and inappropriate for a restaurant logo
this restaurant only serves pigeon
3.
Question 3
Choose the all of the responses that best explain the connotative meaning of the logo shown in the previous question (#2).
1 point
this restaurant feels contemporary and artisanal
looks cheap
this restaurant is for hipsters
might be expensive
color is not used in this logo
it feels unpretentious and down to earth
4.
Question 4
Look at the image depicting variations of Apple Inc.’s stylized apple logo. Why does this logo work as a metaphor for the company (Apple Inc.)?
1 point
computers are harvested out of factories
the apple symbolizes the fruit of the tree of knowledge
apples are easy to use and so are Apple’s computers
apples and computers are completely different things
apples are cheap and so are computers
5.
Question 5
Look at this screenshot depicting the Statue of Liberty as the cover of the May/June 2019 issue of Foreign Affairs titled “Searching for a Strategy” on the magazine’s website. What does the Statue of Liberty in the illustration at the top of the page symbolize?
1 point
The search for a grand strategy
The use of art in a grand strategy
The United States
Donald Trump
Hope
6.
Question 6
In the same illustration mentioned in the previous question (#5), the Statue of Liberty’s torch is substituted for a flashlight. This visual metaphor (Statue of Liberty + flashlight) conveys what meaning or idea?
1 point
It’s night time
America is a country of immigrants
The search for a grand strategy
The United States has a power crisis
Flashlights are the new fire
7.
Question 7
Look at the image of this open-source Twitter emoji. Why is the image shown an icon? There is more than one correct answer for this question.
1 point
Its form directly reflects the thing it represents.
It is denotative.
It is yellow.
It expresses a human emotion.
It appears on a computer screen.
It is well crafted.
8.
Question 8
Look at this screenshot depicting the Pacific City hand waves mural by Geoff McFetridge on the Otto Design Group’s website. Which of the following statements best describe the use of hands in the mural depicted in the left-side of the image above?
1 point
Original: hands are rarely used as visual metaphors in imagery
Inventive: hands are an overused form, but in this example, they are used in an original
and surprising way
Arbitrary: hands are an overused image and in this example, have no relationship to the main idea
Cliche: hands are an overused image and in this example, they are not used in an original or surprising way
9.
Question 9
Take a look at this screenshot depicting variations of the logo for Adorama, a store and website that sells photo, video, and electronics equipment. Which of the following statements best describe the use of camera ‘eye’ or iris in the logo?
1 point
Cliche: eyes are an overused image and in this example, they are not used in an original or surprising way
Original: eyes are rarely used as visual metaphors in imagery
Inventive: although eyes are an overused image, but in this example, they are used in an original and surprising way
Arbitrary: eyes are an overused image and in this example, have no relationship to the main idea.
10.
Question 10
Instructions: Look at and compare the following two images. Then, answer the bolded question that follows.
Image 1: The Seal of the President of the United States (Screenshot taken from Smithsonian.com website)
Image 2: The Ramones Band Logo Sticker (Screenshot taken from the Ramones Official Online Store)
How would you characterize the Ramones logo when compared to the Seal of the President of the United States?
1 point
It is meant to associate the Ramones with a source of political power and control, making the Ramones look better by association.
It is an amateurish knock off with no redeeming value.
The Ramones have aspirations for political office and this is an attempt to brand themselves as politicians.
The Ramones are appropriating the Seal of the President of the United States as a kind of parody and political commentary.
[Note- if this one is not correct answer then select The Ramones are a terrible band………….]
The Ramones are a terrible band and they have a terrible logo.
11.
Question 11
What does the bad craft and deliberate mistakes (substituting a baseball bat for arrows in the eagle’s claw) in the Ramones logo shown in the previous question (#12) signify?
1 point
It signifies the appropriation of a low-brow cultural aesthetic.
A desire to establish a clear visual hierarchy.
A lack of attention to detail.
It is an attempt to use graphic design to make fun of the original seal and establish the band as counter-cultural in attitude.
[Note- if this one is not correct answer then select An inexperienced designer ………………..]
An inexperienced designer who needs to learn their craft.
12.
Question 12
Watch this video excerpt about Bruno Munari’s book A Tale of Three Little Birds from the CalArts Introduction to Imagemaking course on Coursera. Why is Munari’s A Tale of Three Little Birds a narrative?
Play Video
1 point
The birds are symbolic of the phases of life
The birds are treated as characters and the book design is crucial to telling their story.
The use of color in the book is very effective
Birds and books both use trees in different ways.
It is a parody of a children’s book.
13.
Question 13
Watch this video on the work of Lester Beall from the CalArts “Ideas from the History of Graphic Design” class on Coursera.
Play Video
Which of the following statements describe how Lester Beall used symbolic language in his work?
1 point
Beall used symbolism in his designs to promote government agencies as a way to add complexity and nuance.
Beall used symbolism to get the most meaning out of the fewest elements possible.
Beall used symbolism by using the colors of the American flag to indicate that the US government is behind certain beneficial programs.
All of the statements presented describe how Lester Beall used symbolic language in his work according to the video.
14.
Question 14
Watch this title sequence for Cosmos: A Spacetime Odyssey (2014) on the Art of the Title website and examine how the human eye is used in the sequence. Which of the following statements best describe the use of human eye in the title sequence?
Hint: You may find it helpful to read the text and interview below the video, in particular, the answer to “Let’s talk about the first set of boards and the direction you went.”
1 point
Unoriginal and badly crafted
Well-produced and executed, but borderline cliche. Zooming in and out of an eye has been used countless times in film.
Startling and original. This trope really sells the idea that humans are at the center of the universe and are the only species that matters.
Week- 4
Synthesis
1.
Question 1
A designer working for a client designs a book for an exhibition. Different people photograph the artwork and write texts for the book.
Can the designer claim a kind of clear agenda or authorship over the final product?
1 point
No, only people who are writers can claim authorship.
No, work for hire agreements with a client assigns authorship only to the client.
Yes, everything a designer does has an agenda.
Yes, designers working in collaboration with editors, writers, and photographers can produce work that has a signature vision.
Yes, a client can legally assign authorship to a designer.
2.
Question 2
Which of the following could be considered an agenda in graphic design practice? Select all that apply.
1 point
An intent to spread awareness of social and political issues
The use of digital or analog tools (i.e. Photoshop, screen printing)
A signature visual style
A clear visual hierarchy
3.
Question 3
A motion graphics piece is designed to advertise a new car for a car company.
In this scenario, can the fact that the piece is an advertisement prevent the designer from having a clear agenda? Select the best answer.
1 point
No, the designer cannot have a clear agenda because advertising is not design.
No, the designer cannot have a clear agenda because in this scenario, their work can only promote the corporation’s agenda.
Yes, the designer can have a clear agenda if the piece is well-crafted.
Yes, the designer can have a clear agenda because the piece could have a separate agenda apart from the need to sell cars.
4.
Question 4
Look at this image depicting the logo of IFC, an independent film television channel, before and after its redesign. How does the redesign shown on the right respond to the prompt of being “always on, slightly off”?
Tip: You may find it helpful to read the accompanying article text about the entire redesign process, “Still On, Still Off: New Logo, Identity, and On-Air Look for IFC by Gretel”.
1 point
A lack of color in the logo is highly unusual and signifies difference and “offness.”
It creates a pun by using a bold, dynamic typeface to signify “off.”
Using extrusion (3D effect) for the letters and slightly angling the logo subtly signifies “offness” through the form of the type.
High contrast makes this logo highly memorable and difficult to forget.
5.
Question 5
Watch the reel for the motion graphics branding of IFC below. Which of the following statements describes how the visual language used in the reel communicates the IFC slogan of “always on, slightly off”? Select all that apply.
Play Video
1 point
The frantic editing style
The use of appropriated scenes from movies shown on IFC to create a comedic effect.
The minimalist, two-tone color scheme.
The use of randomness and visual chaos.
The quirky use of stacked and bold type.
6.
Question 6
Reflective Practice
Look at this spinning, animated GIF of the IFC logo designed by Gretel NY.
| good |
