THEORY AS PRACTICE - BUSINESS LECTURE
Communication Issues
Shannon & Weaver Model of Communication
- Sender
- Message
- Encode
- Transmit
- Decode
- Receive
This model decodes the way we receive a brief from a person. To fully understand what is being relayed to use we must go through all these stages. Only when we have completed these stages we are ready to begin designing.
Mental State
Age
Sex
Emotion
Memory
Experiences
Learning
Social
Psychological
Above are all factors of mental state which may effect you response to a certain brief.
The Brain
Our brain can also have a big impact on the certain approach we use to answering a brief. It is a well known fact that people who think using the left side of their brain tend to more analytic than people who think using the right side of their brain, due to the right sided people being more creative. As creative thinkers you would think that graphic designers are going to think dominantly on the creative side of the brain, however the person who is delivering the brief may not be.
Left-Brain Functions
- Analytic Thought
- Logic
- Language
- Science & Maths
Right-Brain Functions
- Holistic Thoughts
- Intuition
- Creativity
- Art & Music
Attitudes Managers Vs Designers
A managers attitude is always very different to a designers attitude when thinking about a brief. This ties in with the relationship between which side of the brain we use to process an idea. A manager thinks for the long term about a product and how much profit/returns it is going to make his company. Whereas a design will think for the short term and the quality of the product he/she has produced. A manager will always think about company durability when assessing what a design has produced and how it will effect his company, as apposed to a designer which sees the opportunity for building their personal career.
Below are all the attitudes a manager and designer could have...
Manager
- Aims: Long-Term / Profit / Survival / Growth / Company Durability.
- Focus: People / Systems
- Education: Accountancy / Engineering / Verbal / Numerical
- Thinking Style: Serialist / Linear / Analytical / Problem Orientated
- Behaviour: Pessimistic / Adaptive
- Culture: Conformity / Cautions
Designer
- Aims: Short-Term / Product Quality / Reform / Prestige / Career Building
- Focus: Things / Environments
- Education: Crafts / Arts / Visuel / Geometric
- Thinking Style: Holistic / Lateral / Synthesis / Solution Led
- Behaviour: Optimistic / Innovative
- Culture: Diversity / Experimental
