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Visual Communication Evaluation
- 1. Visual Communication Design 1 Visual Communication Design Assignment II Evaluate Rojin Ghorbani Moghadam 5088135
- 2. Visual Communication Design 2 The Hotel - Room 47 Sophie Calle Venice - 1981 Summery Conceptual artist Sophie Calle spent time as a chambermaid in a hotel in Venice, used this time to capture the personal effects that hotel guests left in their rooms, and created photo collections of the traces of random inhabitants of those rooms left behind. The absent occupants described in Room 47 are a family with married parents and two children from Geneva. They have a family problem, according to the torn-up postcard words. Research Question and Hypothesis There are several elements that connect photos in a collection to each other. Sometimes there is a story behind a photograph, but when we put that photo among other pictures, the wholistic and hermeneutic comprehension of that photograph could change. My assumption is that the story behind a collection of photos that the observers grasp, are dependent to various factors. Hypothetically, the order of pictures put together, color (saturation and tune), and the similarity of the object shown in the photos are variables that might affect the hermeneutic perception of observers while keeping the same context. In this research, I translated the hermeneutic perception as the "story" behind the photo collection. Experimental Paradigms Gaze Pattern What: search for the order of gaze when receiver (observer) sees the image Dependent variables: Attention positions, order, focal points caused by visual contrast including size, color, style, movement, shape and form, negative space, proportion and scale, layout, and composition Why: Understanding the order of looking at a grid of pictures is beneficial while arranging the photo layouts to stimulate the observer in a certain guided storyline that artists want to tell. Due to the fact that I want to explore this image for the third assignment, this knowledge can help me design better interactions visually. Similarity What: search for the reasons receiver (observer) finds similarity in a collection of picture Independent variables: Time Dependent variables: Saturation, Tune, Objects and Context Why: There are different factors that would affect the similarity in a photo collection. Probing to find whether any of these aspects are more than the others would illustrate how
- 3. Visual Communication Design 3 observers' perception can affect decision making and ultimately affect the story that they build in their minds. Method The Test setup for evaluating the aforementioned paradigms consists of 3 main parts divided into 5 sections for the ease of participants. As shown in the Test link, it begins with the gaze order paradigm. Firstly, through an animation of 3 seconds countdown, flashing the main image followed by flashing the coded image, participants were asked to write down the code that they see. This activity was repeated for 3 times to reach a pattern of gaze order in a nine-gride image. The second part of the Test demonstrates 3 collections each containing 10 images ( in a shuffled order that varies per participant). In each collection, there is one extra image that originally does not belong to the Room 47 collection, yet, it is one of the other hotel rooms that Calle had captured. Thus, the context is the same but the image varies from either the aspect of object similarity or framing or tune. at the same time, in the first 2 collections, one of the original Room 47 images is put with colors in contrast with the others that are monochromic. The constant variable in these images is the object similarity between them and at least one other photo of the collection (e.g. bed, slippers). The last part of the Test aimed for recombining collections to observe whether the storyline changes or remains the same. Contrasting two main factors of color versus objects. Hence, in the first collection, 4 grayscale images with ordinary objects are put together. While in the second collection, more strange and containing hint of crime pictures are combined, however, they are colored. Result First part The result of the test to observe gaze pattern shows that most of the observers follow this pattern: 1. top-left 2. middle bottom-left
- 4. Visual Communication Design 4 Second part The top image is a colored version of one of the original images of Room 47, the lower image is external but with the same object and context. However, 52.5 % of observers suggested that the upper image does not belong to the other pictures of Room 47 collection because of the coloring versus other black and white images The top image is a colored version of one of the original images of Room 47, the lower image is external but with different objects than the collection. 35 % of observers suggested that the lowe image does not belong to the other pictures of Room 47 collection because of the medical objects demonstrated in it. Yet, 15 % stayed with the color excuse to exclude upper image from the collection In this part, all images were grayscale, but the warmth of the gray was different as well as this picture was visually defined as more "neat" and not matching with the nasty and dirty objects in the other images.
- 5. Visual Communication Design 5 Third part The first collection consists of 4 grayscale images with ordinary objects are put together. Observers described the story and feeling behind this collection as demonstrated in the word- cloud bellow. whole think Makes place one found way doesnt number memory everything another family trip hotel house murder Like Travel goingroom Someone scene suicide Abandoned arrived woman killed running away bed tired crime mother Leaving 3 4 remind committed doctor get back home journal cheap experience Theyre planning emigration photo collection objects exist anymore Abandonment traveling old staying checked father business goes just Death entered last night picking clothes man already detailed fight start arguing taking long coat Tomeh opens door children leaves moving country slut theres corpse sheets members looks pictures taken wanted leave murderer stuffunused belongingsungone tripsunenjoyed joys life bags disorganization First good scary maybe person lying returned getting Mystery Travell looking someones feels hurry left disordered packing late plane happen cause dead body rent feel sad story behind lost motel finally arrive tiered happy separation hopefully homicide photos show neat tidy go unexpected something horrible happened disappeared now knows forever unwillingly In the second collection, more strange and containing hint of crime pictures are combined, however, they are colored. Observers described the story and feeling behind this collection as demonstrated in the word-cloud bellow. think one Memory everything family hotel house murder like room someone scene abandoned killed crime remind home theyre Old night man Fight long children theres looks pictures life good maybe person getting mystery Feels left feel story photos show tidy go something happened now look kind make break dont torn since bathroom together mind alone recently movies living party 50s movie set hi hopeless free desolated school dirty untold missing order Abandon excessive Sickness idea photos😂 Seems type drunken serial killer lived newspapers sort message wants give time anyone visited Breakup fingerprints memories days later passenger enters sees effects corner s balloons hanging low condition even finds piece magazine puts realizes destination supposed question comes clean empty moved eats used live died 70s 80s got divorced wife guess biased Ive watched feeling color didnt change itits still miserable seem 90s evidence nothing dust figured torned messed things find photoes gives stress somehow drunk sick birthday Traces Solving case Sherlock Holmes bad match Abortion Places need forgotten untidy Nana strange lady detective Alzheimers took sanity made weirder day attempt solve brain created hasnt seen ever Overall, observers had a similar narrative for the collections. However, there are slight differences. For instance, in the first collection, more people focused on a good family trip whereas the second one spreads the feeling of a crime scene more.
- 6. Visual Communication Design 6 Discussion Taking everything into account, it could be concluded that the comprehended story of a series of visuals is highly affected by the context and the objects that define and describe that context. The presence or absence of color plays a significant role in manipulating the perceived context, as it can increase or decrease a certain feeling such as sorrow, happiness, and mysteriousness. Even though the order of images might no alter the wholistic story, it is important to it take into account as a matter of facilitating the comprehension of story flow that the artist wants to create.