Transcript Logos, Icons, and Metaphors

Logos, Icons, and Metaphors
Anne Tarpey
I385T
February 27, 2003
Definitions: Icons
• The word icon comes from the
Greek word for image, and it
can be defined as a pictorial
representation of some object
or process.
• The origins of the iconic form
can be traced back thousands
of years to hieroglyphics.
(Sassoon and Gaur, 1997, p.
12).
Definitions: Logos
• Logos are a type of icon,
and they are used to
identify a company or
organization.
• Many logos are
internationally recognized
and can appear
independently of text or
other signifiers and still
identify the organization
to which it belongs.
(Caplin, 2001, p. 18-19).
Definitions: Metaphors
• Metaphors can be defined as the use of a
physical object to represent an abstract
idea or emotion.
• Metaphors depend on a conventional link
between the connotations of the object
and those of the idea.
Development of Computer Icons
• Early command line interfaces such as
MS-DOS were difficult to use.
• Apple implemented icons, to visually
simplify a complex process.
• Those early icons are still in use today.
Strengths of Icons
• Icons can effectively communicate the
most complex of ideas in a simple, elegant
manner that transcends the boundaries of
language and culture.
• Icons on Web sites in North America or
Europe are very similar to those that
appear on interfaces in Central America or
Asia.
Icons Across Cultures
• Some icons have a particular cultural bias,
but are often still used outside of that
culture (Honeywill, 1999, p. 164).
Icons Across Cultures
• Though uncommon, some icons have a
particular cultural meaning.
Standardization of Icons
• Not all icons are immediately intuitive, and
many become comprehensible only after
repeated exposure.
• Standardization of icons increases the
ability of users to recognize and
understand icons.
Standardization of Icons
Icons as Metaphors
• The use of icons and logos relies on
metaphors which help users relate
abstract ideas or representations to
something that is familiar.
• One of the most common metaphors of
the Web is the idea of the Web as a
physical place that is traversed.
Strengths of Metaphors
• Metaphors are useful in the brainstorming
stages of designing a site.
• The metaphor does not necessarily have
to be integrated into the final design of the
Web site (Rosenfeld & Morville, 2002,
p.91).
Limitations of Metaphors
• In relating computer interfaces to more
concrete objects and scenarios, the
uniqueness and special capabilities of
computers are sometimes obscured.
• Once a metaphor is instituted, every
related function has to become part of the
metaphor and this can hinder design
flexibility.
Using Icons and Metaphors
Effectively
• Select icons from the realm of established
metaphors.
• Icons may benefit from animation or
sound.
• Label icons to limit confusion.
References
• Caplin, S. (2001). Icon design: Graphic icons in
computer interface design. New York: Watson-Guptil.
• Honeywill, P. (1999). Visual language for the Word
Wide Web. Portland: Intellect Books.
• Honeywill, P. (2001). w3icons.com. Retrieved February
19, from http://www.w3icons.com/.
• Rosenfeld, L., & Morville, P. (2002). Information
architecture for the world wide web. Sebastopol, CA:
O'Reilly.
• Sassoon, R., & Gaur, A. (1997). Signs, Symbols and
Icons: Prehistory to the Computer Age. Exeter, UK:
Intellect Books.