session 1
From Formalism to Social Significance in Communication Design
note: Communication designers intend to negotiate client's vision and the viewer's response to the designed message. Owing to the variation of audiences in term of ages, ability and income, communication designers have to pay attention on who they are designing for. Because of that, designers involve research method in their design process.
Attitudes: Definition and Structure
note: -"Attitude is a mental and emotional entity that inheres in, or characterises, the person." It is indicated that the concept can not be directly observed but inferred from people's action. Overall, "The definition of attitude: a learned, global evaluation of an object (person, place, or issue) that influences thought and action."
-"People are not born with attitudes."
Attitudes serve functions for people and designer should decide how to translate attitudes into behaviour.
session 2
Grabbing attention: the importance of modal density in advertising
note: The reading is about visual hierarchy.
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