Metaphorical parametric model for brand mark design: Towards a universal model of computational visual communication design

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

Abstract

—Visual communication design involved with two aspects of visual representation, namely, information and expression. The idea of building a computational model for visual communication design has been developed for many years. However, this objective has only been partially fulfilled as most of the solutions are focused on showing information rather than expression. Lakoff and Johnson have claimed that “human thought processes are largely metaphorical.” Thus, a computational model for visual communication based on the concept of conceptual metaphor is proposed. As brand mark design is considered as a challenging design type that demands the representation of both information and expression, the first attempt of the development of this new model is targeted for this specific type of design. In this paper, the Metaphorical Parametric Model (MPM) is proposed as a computational model to represent brand mark design. The MPM is a type of model which represents the semantic structure rather than the synthetic structure of conceptual components. The components of an MPM is assembled based on the concepts of metaphorical relations which could be signified by spatial relations between the related objects. All objects and relations defined in the MPM are parametrically controllable which could be generated as different visual forms to represent both information and a wide range of metaphorical expressions.

Original languageEnglish
Title of host publicationProceedings - DMSVIVA 2019
Subtitle of host publication25th International DMS Conference on Visualization and Visual Languages
PublisherKnowledge Systems Institute Graduate School, KSI Research Inc.
Pages11-20
Number of pages10
ISBN (Electronic)1891706497, 9781891706493
DOIs
Publication statusPublished - 8 Jul 2019
Event25th International Distributed Multimedia Systems Conference on Visualization and Visual Languages, DMSVIVA 2019 - Lisbon, Portugal
Duration: 8 Jul 20199 Jul 2019

Publication series

NameProceedings - DMSVIVA 2019: 25th International DMS Conference on Visualization and Visual Languages

Conference

Conference25th International Distributed Multimedia Systems Conference on Visualization and Visual Languages, DMSVIVA 2019
CountryPortugal
CityLisbon
Period8/07/199/07/19

Keywords

  • Conceptual metaphor
  • Metaphorical expression
  • Visual communication design
  • – visual language

ASJC Scopus subject areas

  • Software
  • Computer Science Applications
  • Computer Vision and Pattern Recognition
  • Language and Linguistics
  • Human-Computer Interaction

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