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SD3082 Introduction to Design Theories and Culture

Autumn Semester 2017

Subject coordinator: Dr. Sandy Ng

Semiotics & Design-What does it mean?

September 22, 2017

Lecturer: Sandy Ng
How does the knowledge of semiotics improves
the process and outcome of design? Can you
give an example that shows the application of
semiotics enhances a design?
• Can you analyze the following image with
your semiotics interpretative knowledge?
Breast Cancer Awareness Image featuring the symbolic pink ribbons
Factual information about Breast Cancer
Male Breast Cancer
• In 2017, about 2,470 men are expected to
be diagnosed with the disease. For men,
the lifetime risk of being diagnosed with
breast cancer is about 1 in 1,000.
Samsung Note 7s after battery-related fire 2016
Samsung Chairman found guilty of corruption, sentenced to five
years in jail 2017
Next Week’s Reading
• Raymond Williams, “The Creative Mind”
in The Long Revolution (Cardigan:
Parthian, 2011). Excerpt [Section IV-VI,
*Design analysis (Small Group Project Report)- 40% (Due
by 5 p.m. on Dec.6, 2017, Wednesday)

• Select contemporary designs in any discipline and analyse the content with knowledge of
theories learned in the subject. You are advised to choose two theories that would help you
examine the designs in the context of aesthetics, gender, consumerism, globalization,
lifestyles, and modernity.

*You are to work in a team of four members. Your project report should reflect:

-Understanding of key concepts and issues introduced in the subject, quality of observations
and analysis of cultural products, both in a descriptive and critical manner.

-The ability to relate ideas to design and design experience and the ability to formulate an
interactive relationship between theory and practice of design

-Completeness, clarity of argument and expression. The ability to organize the materials in a
coherent and comprehensible way. Quality of presentation, including appropriate use of
visual materials, citations and overall organization.

(Word count: 2000-3000)

* Individual Reflective Essay - 45% (Due by 5 p.m. on
Dec.6, 2017, Wednesday)

- To critically reflect on what you have learned in this

subject; cite and discuss specific lectures and
assigned readings that most inspire or enlighten
you about theories, culture and design.

- To explore how the knowledge learned in this course

can assist you in your studies and your work in the

-To discuss your personal experience in executing this


(Word count: 750-1000)