In the lesson we were introduced to the communication model above. The model was designed to improve communication in the army but we had to think about applying it to design.
In pairs we had a discusion about what the five stages could be within design:
Information source - brief/client
Transmitter - the designer
Cannel - medium
Receiver - the design
Destination - Audience
We went round the class and shared are translations. Some people had different interpretations but we agreed on:
Brief/client
The designer
Medium
People who see it
Target audience
Next, we had to make a list of problems that could affect the message getting from A to B:
Information source:
- Conceptual problems
- Bad communication with the client
- Limited information
Transmitter:
- Bad designer
- Lack of research
- Audience consideration
- Miss interpretation
Cannel:
- Cost
- Technical problems
- Location
- Format
Receiver:
- Cause offence
- Miss interpretation
- Language
- Tone of voice
Destination:
- Lack of Feedback
Then we had to make a list of ways to prevent these problems:
Information source:
- Ask questions
- Clarify information with client
Transmitter:
- Experiment with different designs
- Feedback from the audience
Cannel:
- Planning
- Organisation
- Consider limitations
Receiver:
- Use appropriate language for specific target audiences
Destination:
- Feedback from audience
The Shannon-Weaver model has a noise source section which is applied to the channel category. However, when applied to design it can affect all five categories. We had to write a list of noise sources that could affect the model.
Information source:
- Money men
- Ethics
Transmitter:
- Designers style
- Interfering client
- Personal problems
Cannel:
- Limitation of media e.g. technical problems
Receiver:
- Location
- Visual limitations e.g. colour blind
Destination:
- Opinions
- Sub-culture
- Prejudice
Shannon-Weaver came up with three levels to further improve communication:
Level A - Technical
How accurately can the message be transmitted
Level B - Semantic
How precisely is the message conveyed
Level C - Effectiveness
How affectively does the received meaning affect behaviour
We had to categorise the problems we identified at the start into the three levels:
A:
- Format
- Cost
- Technical problems
- research
- Conceptual problems
- Brief understanding
B:
- Audience consideration
- Language
- Colour schemes
C:
- Feedback
- Location
- `miss interpretation
- Tone of voice
Noise
- Not just a problem, can be the outcome
Zines are a good example of using noise in design. The bad finishing, use of slang words and low budget production have become a desired effect that can be seen as a positive.
Subverse noise - Intends to hijack existing channels of communication e.g. graffiti
Redundancy Vs Entropy
Redundancy:
- Provides no resistance
- Smooth communication
- Conventional content
- Wide audience
- Low information
- Society based
Entropy:
- Communication changes into something completely different
- High information
- Unconventional
- Low predicability
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