Three ways to persuade
Originally written on September 8, 2002
When I grow up I want to be a designer.
They say that Colombian children?
Certainly not. His sympathies
professional nursing are reported by the police and the office of heroic firefighters. The design is unpopular among them. And while the growing preference change should consider the position in your mind have clinics, barracks and fire stations.
is essential if we want to spread the design. Well
capture what they understand it all. The people are children
crowds. Jerome Bruner
regard-science giant twentieth-century cognitive notable highlights evolutionary changes in the development of representation: At first the child knows the world through actions which relate to it. Emerge after a second technical representative to some extent free from the action, through imagery. Finally it is shown another powerful method to convert the image into action and language.
Each of these methods of representation, acting, iconic and symbolic, "says Bruner, provides special forms to explain the circumstances.
Communication design is undoubtedly a more figurative occupation complex for the infant that the firefighter or police.
Since humans have small beginnings of the concepts of fire, disease and crime. With different design happens. It is in adolescence (and greater cognitive repertoire) that the concept is understood. Moderately
.
Despite being in a world full of objects classified as cultural attributes established and appointed by the language, the child never thinks that "design" when playing with them.
While it does. Instead
naturally interprets who puts out the flames shot or even the police can be plotted on paper. But when I asked my niece to four years to draw a "designer."
His face expressed an eloquent ... ¿?
Which leads to something that sensible people avoid: thinking about design.
What are the designs? In essence communication such as gestures and speech. And as such mixed signs and symbolism, which links them to the doctrine of John Locke christened sign semiotics.
Umberto Eco, the Italian semiotician, defined as the discipline of research that explains the operation of communication and meaning.
The spirit of design is to communicate. I know the concern
my colleagues in industrial design teachers emphasize to students the importance of semiotic content of the creation of objects. This is the capacity of its designs to carry their message to users. Semiotics
The semiotic content threefold almost impenetrable to the ignorant in the sacred mysteries of the design. The first aspect, or semantic studies the 'semes' or basic elements that express the way with a minimal amount of meaning, and timely application of knowledge or practice. The second aspect, or syntactic, syntax analysis by the combination of semes in various orders from internal and external relationship and the meanings that these orders occur. The latter, or pragmatic , examines the origin, interrelation and the effects of both semes as the syntax and processing orders both in codes that provide the appropriation of a design in a given environment. Whoever
still awake to go use the language of "Sanskrit" in English and compare the performance of design with a book in which converge: first several words each with its own semantics or meaning, syntactic second of these words - prayers, which calls express concepts, and pragmatic Third discursive thread that makes the words and sentences involved in a code, or specific language, which organizes the plot, gives the style (technical, humorous, etc.) and tells the reader to the argument that it appropriate.
It's great to connect a user with a reader. Or the heel, the sole and the toe of a shoe with words. But ... I mean my niece?
Logos, ethos, pathos
positive design operates by consensus and consultation. It begins with the characterization and analysis of an expectation or need, and continues with a coordinated sequence in which information is tweak and ideas are counted and evaluated to achieve optimal satisfaction of the expectation.
Or at least a dignified solution to the need.
The "consensus" and "consultation" in this process involve people other than designers. To know the users and the public.
miserable misses them often. Here
retake the rhetorical ideal of my previous text. It is vital to familiarize themselves and persuade strangers design with Aristotle conceived three appeals: logos, or appeal to reason, pathos, or appeals to emotion, and ethos, or appeal by persuasive presentation of the designer himself.
The three together - only three! - Reaching a total persuasion.
In Colombia, with few exceptions and in contrast to Italy for example, only promotes the use of one of the appeals. For my fellow teachers to emphasize the semiotic content with semantic elements, syntactic and pragmatic design work confined to the frozen realm of logos.
Italian children may know little about Alessandro Mendini, Angelo Mangiarotti and Andrea Branzi. But certainly more than children in Colombia on Dicken Castro, Jaime Gutierrez David Consuegra or Lega. For years
I saw hundreds of future professionals learn Colombian accurate and timely design that discards the unruly and joyous essence of our country. Too many are instructed in the logic of Mr. Spock Terminator surprises all without enthusiasm to none.
Pure logos. A masked ethos and cocky. None of pathos. Nasty
. Excessive brain. Little heart.
is shameful for the Colombian design that arrogance that forgets its educational responsibility to the public.
have to draft a basic discourse. For my niece and other children learn to draw designers.
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