Graphics Reference
In-Depth Information
Figure 7. USB memory sticks as a misleader: Lego block and eraser (© 2012, photographed by A. Ursyn.
Used with permission)
Figure 8. Misleaders: (a) this silverware is made of plastic, while pretending to be made of steel or
silver; (b) Another one “pretends” to be made of bamboo twigs (© 2012, photographed by A. Ursyn.
Used with permission)
Figure 9. Misleaders: (a) false metal pretender; (b) rocks made of a sponge (© 2012, photographed by
A. Ursyn. Used with permission)
With pretenders, one may think about function,
while with misleaders, one often thinks about
material used to make a thing (Figure 9).
importance of aesthetics in marketing. Thus, de-
signers and advertisers began to consider visual
imagery and cognition as a form of non-verbal
processing. They became aware that products
might be better remembered when easy to evoke
images, so they started to apply imagery as a
mnemonic strategy. Some objects carry the hidden
messages to help to use products; many pretenders
act as a shortcut, an accelerated way of conveying
Informers: Hidden Messages
The developments in product semantics put the
designers on guard about the role of images as
cognitive reflections of the real world, and the
