The Visual Mode

October 27, 2020

In-Class Writing 10/27

Compare and contrast Berger’s approach to visual language in Ways of Seeing and Scher’s approach in the episode of Abstract. What overlaps do you notice in how they discuss the visual mode? What differences?

Then choose either Berger or Scher to speak to further:

• Option 1: According to Berger, “every image embodies a way of seeing” (p. 10). How do you think the images that you’ve taken and created illustrate your own way of seeing?
• Option 2: Scher talks about how typography and graphic design is ultimately about creating a consistent identity. What do you think she means by that? How do we go about that?

Slice Workshop

• Share your slices with one another
• Ask for initial feedback on your approach from the members of your group: does the format or genre of your remediation fit your intended message? How can you make that message come through more clearly in your design?
• As a group, determine the connections between your approaches to remediation, as well as the differences. What central questions are you considering in returning to previous work? In what ways are you transforming past material?

Overview of the Visual Mode

“Billboards, flyers, television, websites, lighted advertising displays, and even grocery store shelves bombard us with visual information in an effort to attract our attention. We can use this mode to communicate representations of how something looks or how someone is feeling, to instruct, to persuade, and to entertain…” (“What Are Multimodal Projects?”)

We understand the visual mode through a shared, though not identical, visual language, where features like perspective, color, layout, style, size, and framing take on a representational and emotional meaning.

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Abstract Episode with Paula Scher

• Typography shapes and identifies a space: Consider how the episode uses footage from NYC to show how typography and visual design are everywhere, or how Scher’s NYC beach designs gave each space a view and identity

• “...design wasn’t the hard part, it was persuading people to use it. They want proof that this is going to work--the problem is there isn’t proof. It’s how are people going to see and perceive and accept things.” Design is not just about skill, but also about understanding and being able to defend your decisions. It’s persuasive, and rhetorical.

Ways of Seeing by John Berger Group

• “Every image embodies a way of seeing” �(p. 10)
• Frans Hals and the governors, and refusing to restrict our view of the possible meanings of art
• Artistic reproductions change our view of the original: “Because of the camera, the painting now travels to the spectator rather than the spectator to the painting. In its travels, its meaning is diversified” (p. 20)

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Is this guy drunk?

It Doesn’t Take Much...

Stick Figure Theatre, Celine Thibault

Logo Design

Lascaux Cave Paintings in France

Audience: Who is this directed to and why?

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Exigence: What is the goal of this image?

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Affordances: What does the visual mode allow the creators of this ad to do?

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Constraints: What could interfere with this visual message?

Group Activity: Redesigning a Local Brand

Drawing on our discussion and the readings, consider how you could remediate and improve the visual language of a local business. Here are some possibilities, but feel free to choose something from your current area or hometown as well:

• Red Herring
• Cracked the Egg Came First
• Urbana Library
• Urbana Champaign Independent Media Center
• Champaign Urbana Theatre Company

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After looking at your business’ materials, come up with some ideas for a brand redesign that you think will be more effective.Some options for sharing your redesign:

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• Create sketches of a new logo
• Write up a description or pitch for what you would change and why
• Use a drawing or design program (such as Canva or Pixlr) to come up with some new possibilities

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I’ll be your client for this activity, and you’ll pitch your design ideas to me at the end of the class!