Propositional Density Josh Cohen. Propositional Density refers to the relationship between the...
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Transcript of Propositional Density Josh Cohen. Propositional Density refers to the relationship between the...
Propositional DensityJosh Cohen
Propositional Density refers to the relationship between the elements of a design and the meaning which it conveys.
The ratio of “surface propositions” to “deep propositions” in a design. Surface propositions are specific observations
about a design (i.e. color, shape, etc.) Deep propositions are symbolic meanings evoked
by a design. Strong designs have high propositional density—they
convey many meanings through relatively simple visuals
Designs with contradictory deep propositions create a sense of dissonance
Surface Propositions
Blue circle
White circle
Red and white stripes
Deep Propositions
Circles represent wholeness, unity, and stability
The circle looks like an “O” for Obama
The white circle evokes a rising sun, which represents hope and change
The blue circle evokes the sky, which represents peace and possibility
The red and white stripes resemble a field and the American flag
Contradictory Deep Propositions
The olive wreath symbolizes peace The radar grid makes the globe look like a
target
Sources
Lidwell, Holden, and Butler. Universal Principles of Design. p. 190-191.