strategies used to create meaning. In Design, they can be symbolic, technical or written. Symbolic codes refer to deeper meanings within a design work, such as the choice of setting, objects/images/body language, materials, colours and other design elements and principles used. Technical codes refer to techniques, methods, processes and standards associated with the creation of a design. This may involve using technical drawing standards, photographic camera/lighting techniques, or a magazine cover structure/layout. Written codes used in a design can give a deeper insight into its purpose or meaning and will support other codes used. describe how the elements of design are applied to a design composition: balance; contrast; emphasis; repetition; movement; rhythm; scale and proportion; unity; variety; pattern; volume; harmony. This also included Gestalt design principles such as similarity, proximity, continuation, closure, figure/field, layout principles, alignment, modular/grids, correspondence, visual hierarchy, proportion and unity. The Shannon and Weaver model of communication was designed to develop effective communication between sender and receiver.
A Design example of the model in use could be:
Information source: the designer.
Transmitter (encoder): the completed design solution created from the design brief.
Channel (signal): the form of the design solution (e.g. poster, magazine advertisement, piece of jewelry, item of furniture.)
Noise: The "noise" concept includes anything that interferes with the signal. Within the context of this model, in terms of Design, this could include both external (physical) sources of noise such as glare, poor printing/construction, colour/font choice etc. or internal noise such as different meanings coming from the receiver's own knowledge, attitudes and beliefs affecting different meanings that can be associated with words, phrases, signs, and symbols.
Receiver (decoder): the client, they approve the design solution.
Destination (recipient): the intended audience and viewers/users of the design solution.