Research: Denotation & Connotation

Denotation & Connotation:

Denotation:

Denotation is a direct meaning or meanings of a word or an expression. This can be distinguished from either an idea or ideas, or a meaning that can be associated with it. You can also distinguish the meaning or idea/s from a suggestion as well. Denotation can also signify something specific such as column; a row to writing giving you information or describing something. Denotation from a graphic point of view can be a symbol which can show the viewer information, or an order. For example a hand pointing, giving you a directional command, or a road sign showing you what is coming up ahead.

 

 

A denotation would be useful for a graphic designer because this would give information to the viewer in a way that is quick and easy to understand, while also being often universally understood to reach the wider audience. By using imagery denotations also accomplish an aesthetical appeal, all these factors contribute to the audience remaining interested and not becoming bored.  Road signs are a brilliant example in showing a denotation in a symbol, as these have to be read quickly, and be understood easily.

Denotations are very useful, and if used well can cleverly be understood by a wide public audience to simplify something of wider or greater meaning.

Connotation:

Connotation is a secondary meaning or association made from a word or expressions primary meaning. For example; colour can give different emotions or feelings towards the viewer that mean more than the colour itself. Red has several connotations that can be; danger, anger and love.

Understanding connotations is extremely important to any graphic designer because adding effects to a design can change the whole outlook of the image. For example; if you use graffiti styled typeface on a garden center advert will not work, because this typeface has connotations associated with gangs, vandalism and youths. An appropriate typeface for this advert would be a light, flowing text to relate to the flowers, and the mature age group. The target audience is involved when considering different connotations for font, colour and imagery etc. Understanding how your audience perceives and understand a design is essential for knowing if what you have designed is achieving its purpose.