Propositional Density Josh 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