Collaborate on Design Rubric
Outcomes:
- Explain the transactional communication concepts of context and noise relating to the perceptual process of visual communication design,
- categorize visual communication effects in affective, cognitive and psychomotor responses,
- assess the influence of typestyles on messages and develop your own font,
- identify primary forms of contrast in composition and layout design and execute applications in your own original media design,
- identify and execute compositional forces of framing, vectors, motion, in visual design applications of motion and still photography,
- explain and apply to your own original media design Gestalt principles,
- create and produce effectively designed media in your choice of domains including packaging, collateral, exhibit, converged media, identity, print, motion and still imaging,
- critique and evaluate visual communication design in all domains,
- collaborate with other student designers in producing a campaign.
Activity Description
As a group, select a product, service, organization, cause, etc., for which your team will create a campaign consisting of a least three artifacts from three of the domains.
Examine the market for similar and/or competing campaigns and create a design analysis of a minimum of three of these.
Define your audience.
Establish your campaign's communication objectives.
Create a Style Guide.
Design the campaign then confer on a distribution strategy incorporating coverage appropriate to the intended audience.
Select from the visual communication design domains (packaging, collateral, exhibit, converged media, identity, motion picture, or print) and create your artifacts using the concepts and principles discussed in class and labs.
Present the campaign to the class using technical integration. The campaign should reflect a specific communication objective.
Rubric
1. A viable client was selected for the team's collaborative campaign.
20 points
Beginner (0-10) Developing (11-15) Accomplished (16-20)
2. The team conducted a thorough market analysis (a minimum of three) of similar and/or competing campaigns. This analysis includes intended audience and communication objectives and a critique of the campaign's use of visual communication and design principles across the artifacts used in the campaigns.
60 points
Beginner (0-30) Developing (31-50) Accomplished (51-60)
3. The design team defines their audience through a marketing analysis with personas, a sample backstory of your customer base, characterizations of the market to which the product will appeal. An example of personas for a kayak touring company campaign on social media looks like this:
Jared is 42, a small business owner in Southern California who enjoys outdoor activities including kayaking. He's divorced has a couple of kids with whom he has typical visitation and is always looking for unique getaways to develop indelible experiences in the limited time they have together. He uses social media mainly to establish dating ties and hook up with buddies for ball games and fishing trips.
Carol is 29, has completed her grad work and works for a PR firm in Phoenix. She's single, maintains a close relationship a few other women, mostly on a professional level, and is always looking for a unique getaway. She's a mountain-biker, snowboarder, and water skier. She's fit and works hard to be in good condition. Her social ties share common values in fitness and outdoor activity and she maintains most of these relationships through Facebook.
Greg is 57, married with three kids and two grandkids. He's on the backside of a career in sales and prides himself on the vacation opportunities he creates for his family, especially his grandkids. He's a bit out of shape, his spouse likewise, though they're active fishers and campers. They've endured the crazy years of parenting and now find themselves empty-nesters. They stay connected with their kids through Facebook and chat regularly with their grandkids.
At least three personas are represented in the group's proposal.
20 points
Beginner (0-10) Developing (11-15) Accomplished (16-20)
4. Based on the audience analysis, the design group constructs communication objectives upon which their marketing campaign will function.
60 points
Beginner (0-30) Developing (31-50) Accomplished (51-60)
5. The design group established and followed a style guide for font and color that speaks to the objectives of their campaign.
30 Points
Beginner (0-12) Developing (13-25) Accomplished (26-30)
6. The design group creates a campaign consistent with the product, distribution strategy and visual communication objective(s).
70 Points
Beginner (0-39) Developing (40-59) Accomplished (60-70)
7. The campaign consists of at least three artifacts that are products of design principles appropriate to the communication objectives of the campaign.
20 Points
Beginner (0-10) Developing (11-15) Accomplished (16-20)
8. The campaign is executed in true collaboration of the design group and is not the product of an individual.
20 Points
Below Expectation (0-10) Satisfactory (11-15) Exemplary (16-20)
Axioms of Web Design
For class today, February 28, watch the video posted below and click the link "18 Design Trends" and read that content. I'm unable to make it to class due to weather conditions. See you there Thursday.
Nonverbal Cues in Visual Communication
Haptics - Tactile
Kinesics - Movement
Physical Indicators of Escalation
The carotid artery, the main blood vessel that courses through the neck, can display a heavy and escalated heart rate. As anxiety increases, so does blood pressure and heart rate, and often this can manifest in the neck through careful observation.
Other indications of elevated blood pressure can be found in the temples. The discerning observer will look beyond upper manifestations to find a pulse rhythm in the dangling foot of a leg crossed over the other at the knee, a good point to get a pulse baseline without being intrusive.
Escalated respiratory rates can result in hypoventilation, not being able to blow off accumulated carbon dioxide. This may result in pursed lip breathing, heavy sighing, yawning.
Face touching, scratching, behind the ear and the back of neck can indicate an adrenal dump, escalation in anxiety resulting in a flight or fight response. A side effect of this is itching about the face and neck causing the target to unwittingly scratch as an adaptor.
More prevalent in women than men is the rupturing of tiny capillaries, starting in the skin of the chest and working its way up to and through the neck, the result of a pounding heart.
Psychological Manifestations
When the mind is in dissonance, the body can make this manifest through various tells:
Diminishing - Gesturing becomes smaller, limited range of expression with hands and arms.
Detachment - Emotional responses are delayed, separated from their verbal expression.
Delight - Pleasure tells expressed after disclosure of trauma.
Disconnection - Expression in the eyes doesn't match expression in the mouth.
Direction - The feet tell where the body wants to go.
Oculesics: Eye Behavior
Blinking
Blink rates can indicate escalated anxiety or controlled contempt and a range of emotions in between. Normal blink rates range from two to ten times a minute depending on relative humidity and eye moisture. Blink rates decrease when the eye is engaged in reading or watching a screen, down to 3 to 4 times a minute.
A blink rate baseline can be derived by counting blinks per minute at resting or unescalated levels. More accurate blink rates are determined over a period of time, averaging blink rates from at least a half dozen samples.
Increased blink rates in a subject can be a result of escalated anxiety, emotion, or result from excessive eye movement. Decreased rates stem more from the alpha-male stare, the inherent decoy from being detected in a lie or escalation.
Movement
Excessive or dormant eye movement beyond an established baseline can indicate escalation.
Micro Expressions
This discovery of non-verbal human tells is from Dr. Paul Eckman. It was upon his research the show Lie to Me was based.
The concept is that while we may be feeling a base emotion, we may be simultaneously masking that emotion. Think of the powerful influence of manners, or just being nice. Eckman asserts, though, that true emotions can punch through the patina of being nice, or stoic, or feigning interest. These flashes of truth are called micro expressions because they often happen in one thirtieth of a second.
Unlike language used to express emotions, micro expressions are universal regardless the culture. In fact, Eckman's research discovered that primates and other mammals have universal signals for emotion. For humans these emotions are identified as happiness, sadness, fear, anger, surprise disgust and contempt.
Take a look at these expressions from some of my interns:
See if you can identify them.
Chances are you went...
Happy
Sad
Surprise
Disgust
Anger
Contempt
...and you did so based on your inherent ability to identify these emotions. Most of us can. It's when these fly by you at less than half a second when this gets difficult to identify.
What can help is establishing a baseline, or a neutral, like these:
While it's tough to be completely void of emotion, like some of these students, the neutral expression is a reference for the observer to use in identifying other micro expression.
In threat assessment, of all these micro expressions, the one to be most concerned with is not anger,
...it's this one, contempt.
Of all the micro expressions this is the only asymmetrical display. It's defining characteristic - the curled lip raised to one side, the eyes vacant in expression.
Contempt is an evacuation of conscience. When one is evaluated in contempt, their value ceases. When one is contemptuous they're above the obligation of morality, superior to their subject, perpetuated by thoughts that do not consider their subject's value. Contempt can breed vengeance, an escalated emotion common to threatening behavior.
Kinesics - Movement
- Emblems
- Illustrators
- Regulators
- Adaptors
- Affect Displays
- Eye Movement
- Lids
- Pupil Dilation
- Artifactual
- Territorial
- Spatial
Physical Indicators of Escalation
The carotid artery, the main blood vessel that courses through the neck, can display a heavy and escalated heart rate. As anxiety increases, so does blood pressure and heart rate, and often this can manifest in the neck through careful observation.
Other indications of elevated blood pressure can be found in the temples. The discerning observer will look beyond upper manifestations to find a pulse rhythm in the dangling foot of a leg crossed over the other at the knee, a good point to get a pulse baseline without being intrusive.
Escalated respiratory rates can result in hypoventilation, not being able to blow off accumulated carbon dioxide. This may result in pursed lip breathing, heavy sighing, yawning.
Face touching, scratching, behind the ear and the back of neck can indicate an adrenal dump, escalation in anxiety resulting in a flight or fight response. A side effect of this is itching about the face and neck causing the target to unwittingly scratch as an adaptor.
More prevalent in women than men is the rupturing of tiny capillaries, starting in the skin of the chest and working its way up to and through the neck, the result of a pounding heart.
Psychological Manifestations
When the mind is in dissonance, the body can make this manifest through various tells:
Diminishing - Gesturing becomes smaller, limited range of expression with hands and arms.
Detachment - Emotional responses are delayed, separated from their verbal expression.
Delight - Pleasure tells expressed after disclosure of trauma.
Disconnection - Expression in the eyes doesn't match expression in the mouth.
Direction - The feet tell where the body wants to go.
Oculesics: Eye Behavior
Blinking
Blink rates can indicate escalated anxiety or controlled contempt and a range of emotions in between. Normal blink rates range from two to ten times a minute depending on relative humidity and eye moisture. Blink rates decrease when the eye is engaged in reading or watching a screen, down to 3 to 4 times a minute.
A blink rate baseline can be derived by counting blinks per minute at resting or unescalated levels. More accurate blink rates are determined over a period of time, averaging blink rates from at least a half dozen samples.
Increased blink rates in a subject can be a result of escalated anxiety, emotion, or result from excessive eye movement. Decreased rates stem more from the alpha-male stare, the inherent decoy from being detected in a lie or escalation.
Movement
Excessive or dormant eye movement beyond an established baseline can indicate escalation.
Micro Expressions
This discovery of non-verbal human tells is from Dr. Paul Eckman. It was upon his research the show Lie to Me was based.
The concept is that while we may be feeling a base emotion, we may be simultaneously masking that emotion. Think of the powerful influence of manners, or just being nice. Eckman asserts, though, that true emotions can punch through the patina of being nice, or stoic, or feigning interest. These flashes of truth are called micro expressions because they often happen in one thirtieth of a second.
Unlike language used to express emotions, micro expressions are universal regardless the culture. In fact, Eckman's research discovered that primates and other mammals have universal signals for emotion. For humans these emotions are identified as happiness, sadness, fear, anger, surprise disgust and contempt.
Take a look at these expressions from some of my interns:
See if you can identify them.
Chances are you went...
Happy
Sad
Surprise
Disgust
Anger
Contempt
...and you did so based on your inherent ability to identify these emotions. Most of us can. It's when these fly by you at less than half a second when this gets difficult to identify.
What can help is establishing a baseline, or a neutral, like these:
While it's tough to be completely void of emotion, like some of these students, the neutral expression is a reference for the observer to use in identifying other micro expression.
In threat assessment, of all these micro expressions, the one to be most concerned with is not anger,
...it's not disgust,
...it's this one, contempt.
Of all the micro expressions this is the only asymmetrical display. It's defining characteristic - the curled lip raised to one side, the eyes vacant in expression.
Contempt is an evacuation of conscience. When one is evaluated in contempt, their value ceases. When one is contemptuous they're above the obligation of morality, superior to their subject, perpetuated by thoughts that do not consider their subject's value. Contempt can breed vengeance, an escalated emotion common to threatening behavior.
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