Graphics Reference
In-Depth Information
Semiotics is about the tools, processes and contexts we have for creating, interpreting
and understanding meaning in a variety of ways.
Gender
If you had to produce a design aimed solely at men or women, what differences do
you think you would have to take into consideration? It is not simply that designs
for women are pink and those for men blue! Although we may not want to admit it,
there are distinct differences in the ways the genders interpret and react to informa-
tion. Much of this depends on how children are conditioned: boys may be brought up
to pay more attention to scientific subjects, such as mathematics, physics and com-
puter science, which could lead to males being more confident with technology and
high-tech products. In studies conducted by British cognitive psychologists Diane
McGuinness and John Symonds in 1977, it was found that male babies responded
more to mechanical objects than to faces; female babies had the opposite reaction.
This experiment demonstrated that younger males and females differed in their pref-
erences for objects and people.
In many Western cultures, girls are often encouraged more into the arts and social
sciences, which could explain why females are thought to possess greater confidence
with social relationships and aesthetics than their male peers. This could also explain
why more men than women seem to be interested in technology. In simple terms,
one key cultural difference between the genders is that men might be encouraged to
put function first and then emotion, whereas women might put emotion first and then
function. When designing with men in mind you may have to think about the levels of
technology and also how it appeals to them on a personal level. Consider the amount
of detail that is incorporated; the shapes and colour palettes employed to convey the
data and how complicated the data is. It is important to note that designers should
base their designs on solid research and not resort to making assumptions based on
gender stereotypes.
Age and familiarity with technology
Age can be a huge consideration when deciding what kind of technology should be
used to present data. Although we live in a computer-literate society, there are vary-
ing levels of competency within the community. Different generations have grown
up with different forms of technology. As we age we often find it more difficult to
learn new processes. The younger generation are computer-literate from an early age
and so feel comfortable with technology, but many seniors do not have the same level
