Interpreting wit
Abstract
Graphic design is everywhere and everyday just about everyone interacts with it on some level.
Since some graphic design has evolved into quick
"on-the-go" design, the elements used to create
a message are being ineffectively used. When designing with the graphic design elements, for the
most part, there is still a majority that does not understand the reasoning or meaning in the
placement of the elements. The purpose of this thesis is to teach graphic design elements to
those who do not understand graphic design.
A teaching tool has developed with the evolution of this thesis; this tool is wit. Wit has been
chosen to stimulate the audience in a positive way about the elements of graphic design. It is the
hypothesis of this thesis that wit can be used to educate, entertain and communicate the elements of
graphic design for the service of solving a problem.
The graphic design elements that have been chosen for this project are the very basic elements.
These elements are categorized into three groups: Visual Syntax, which consists of, juxtaposition,
image, line, shape, form, language, color, and contrast; Visual Semantics, which consists of message
and meaning; and Pragmatics, which consists of function. Also, by grouping them according to the
Semiotic Operations, the elements are use to enhance a message by either adding, subtracting,
substituting or exchanging elements in a graphic design message.
These elements are explored using both visual and verbal examples of graphic design. The
message in these examples all deal with wit. Wit in itself is a powerful tool; it is interpreted
differently by everyone. It can stimulate or evoke an emotion, and it can entertain, as well as
attract attention. It can be used to persuade the audience or convey meaning in a message.
Mark Twain in his Notebook from 1885 defines wit as "Wit is the sudden marriage of ideas which,
before their union, were not perceived to have any relation."1 This thesis uses wit in much of the same
way, as an unexpected relationship between two different elements.
Using psychology as a foundation, this thesis developed a theoretical explanation of how the
mind interprets a message, based on the process of communication. In this instance, the message
consists of wit. This process is called The Process of Wit Stages of the Mind. It outlines the
instantaneous flow from the unconscious to the conscious states of the mind. It reveals how
the mind unconsciously perceives the message, recognizes the message, processes the message,
analyzes the message, gives meaning to the message, and then, consciously, reacts to the message.
An appropriate application for this thesis is a study guide. It would be used in a classroom and
would be targeted toward those individuals who do not understand the basic elements of graphic
design. It defines the elements, suggests how to design with these elements in creating an
unexpected message, and shows case studies on famous design pioneers in history. A goal for
this study guide is to create a foundation for more effective graphic design.
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