{"product_id":"firesigns-steven-skaggs-9780262035439","title":"Firesigns: A Semiotic Theory for Graphic Design","description":"\u003cb\u003eSemiotics concepts from a design perspective, offering the foundation for a coherent theory of graphic design as well as conceptual tools for practicing designers.\u003c\/b\u003e\u003cp\u003eGraphic design has been an academic discipline since the post-World War II era, but it has yet to develop a coherent theoretical foundation. Instead, it proceeds through styles, genres, and imitation, drawing on sources that range from the Bauhaus to deconstructionism. In \u003ci\u003eFireSigns\u003c\/i\u003e, Steven Skaggs offers the foundation for a semiotic theory of graphic design, exploring semiotic concepts from design and studio art perspectives and offering useful conceptual tools for practicing designers.\u003c\/p\u003e\u003cp\u003eSemiotics is the study of signs and significations; graphic design creates visual signs meant to create a certain effect in the mind (a \"FireSign\"). Skaggs provides a network of explicit concepts and terminology for a practice that has made implicit use of semiotics without knowing it. He offers an overview of the metaphysics of visual perception and the notion of visual entities, and, drawing on the pragmatic semiotics of the philosopher Charles Sanders Peirce, looks at visual experience as a product of the action of signs. He introduces three conceptual tools for analyzing works of graphic design--semantic profiles, the functional matrix, and the visual gamut--that allow visual \"personality types\" to emerge and enable a greater understanding of the range of possibilities for visual elements. Finally, he applies these tools to specific analyses of typography.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Steven Skaggs\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 026203543X\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780262035439\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e MIT Press\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/03\/2017\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 296\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.80lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.10h x 7.10w x 1.00d\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eChoice\u003c\/i\u003e 10\/01\/2017","brand":"Steven Skaggs","offers":[{"title":"Hardcover","offer_id":48457661907199,"sku":"9780262035439","price":50.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_f6e2eee3-1c10-4cb5-857f-e78c60890ae9.jpg?v=1777400362","url":"https:\/\/www.whiterainbookhouse.com\/products\/firesigns-steven-skaggs-9780262035439","provider":"WR Book House","version":"1.0","type":"link"}