university of portsmouth: ethical design final outcome

FOR

YOUNGDESIGNERS

RYAN ROBINSON

To

// Avenir_#000000 // T.G.t.P.R.f.Y.D // RR

1

CONTENTS

INTRODUCTION

1Spelling Mistakes

3Typographic Errors

2Transposing Letters

4Grammar & Homophones

Being a designer, your job is to just get on with the design, then send it to print right? Wrong. A designer is the conveyor of information, so anything which is intended for the public, should be accurate, designed well, and spelt correctly, whilst also using the correct grammar and punctuation. You may think that a missed placed ‘e’, or an exclamation mark in the wrong place is harmless, but it is not. Proof reading your work and learning the correct grammar is not easy, so isn’t it handy that we have done most of the hard work for you?

Here in this handy guide, you will find out what homophones are, and how to use them correctly, what to look out for when proof reading your work, including double spacing, transposing letters and floating commas. There are also examples of how unchecked work can cost you, and your company dearly.

A spelling mistake usually occurs when a person believes that they are spelling the word correctly, due to how they have seen others spell it such as friends or parents, so it is engraved into their brain. This is very common, especially amongst young adults, as when handwriting they are unable to spell certain words correctly due to the high reliance on auto-correct. There are various words which leave people thinking about how to spell them; across the page is a selection of commonly misspelled words.

// Avenir_#EE787C // T.G.t.P.R.f.Y.D // RR

2

SPELLINGMISTAKES


3

10 Commonly Misspelt Words.

- Accommodation

Correct Incorrect

- Harass

- Definitely

- Friend

- Necessary

Accomodation

Harrass

Definately

Freind

Neccessary

- Successful

- Tongue

- Which

- Knowledge

- Propaganda

Succesful

Tounge

Wich

Knowlege

Propoganda

Answer: Definitely

Know your stuff?Tick the correct spelling


4

DEFINITLEYDEFINATELYDEFINATLEYDEFINITELY

Answer: Definitely

Know your stuff?Tick the correct spelling


4

DEFINITLEYDEFINATELYDEFINATLEYDEFINITELY

Answer: Occasion


5

OCCASIONOCASIONOCASSION

OCCASSION

// Avenir_#B0FFC1 // T.G.t.P.R.f.Y.D // RR

The transposing of letters refers to when unknowingly, two of the letters in a word are swapped around, with the rest of the word remaining the same. This is similar to a typo, but in this case, we are only dealing with a maximum of two letters being in the wrong place, with the mistake being mainly down to a slip of the finger when typing. Example: Studnets.

TRANSPOSINGLETTERS

6

How long does it take you?Time yourself to read the 2 paragraphs


7

The trasnposition of letetrs mkaes lagre bolcks of text hadrer to raed, but becasue of the way our barin works, we can stlil read the jumlbed up wrods. The olny rlue to this, is taht the frist and lsat letter hvae to reamin in plcae; it deosn’t matter waht odrer the ohter letters are. Tihs is becuase the hmuan mnid deos not raed eevry letter by iteslf, but the wrod as a whloe. The aiblity to be albe to do tihs is gerat, hoewver It is alawys bset to trun on the sepll chcek tool, and alawys porof raed, as bceause you hvae been worikng on it for lnog periods of tmie, you will see it and thnik that it is splet corerctly, wehn in raelity it is not. Amzaing huh?

............secs............secsThe transposition of letters makes

large blocks of text harder to read, but because of the way our brain works, we can still read the jumbled up words. The only rule to this, is that the first and last letter have to remain in place; it doesn’t matter what order the other letters are. This is because the human mind does not read every letter by itself, but the word as a whole. The ability to be able to do this is great, however It is always best to turn on the spell check tool, and always proof read, as because you have been working on it for long periods of time, you will see it and think that it is spelt correctly, when in reality it is not. Amazing huh?


8

PROOF READING YOUR WIS ESS T

As has been discussed previously, the brain can still process words even if the letters are jumbled up, however this is still no excuse for having a spelling mistake in a piece of design work, especially after the proofs have been signed off and printed.

If there are mistakes found in a full colour print book, for example, the cost implications are huge, as the pages would have to reprinted, then bound together again, taking up both time and money, whilst also making yourself and the company look foolish.

Do not let yourself become a transposer.


9

KIAL

A typographic error, or ‘typo’ as it’s more commonly known is closely related to transposing letters, as just like that, it is when the person unintentionally spells a word wrong, misplacing a few letters, or adding in characters that shouldn’t be there, that completely change how the word looks. One high profile ‘typo’ was when Judas’ name was inscribed into a bible instead of Jesus. This isn’t only spelt wrong, but it could also cause outrage in the Christian community, so it is imperative to always check.

// Avenir_#B9FCFD // T.G.t.P.R.f.Y.D // RR

10

TYPOGRAPHICERRORS

A typographic error, or ‘typo’ as it’s more commonly known is closely related to transposing letters, as just like that, it is when the person unintentionally spells a word wrong, misplacing a few letters, or adding in characters that shouldn’t be there, that completely change how the word looks. One high profile ‘typo’ was when Judas’ name was inscribed into a bible instead of Jesus. This isn’t only spelt wrong, but it could also cause outrage in the Christian community, so it is imperative to always check.


10

TYPOGRAPHICERRORS

Breaking down how much advertising costs, and the price you could pay if it goes wrong. £9134 Total Cost based on a display period of 6 months.

Billboard RentalPrinters CostDesigners Fee

£7500 to rent a billboard for 6 months, in central London.

Breaking down how much advertising costs, and the price you could pay if it goes wrong. £9134 Total Cost based on a display period of 6 months.

£834 to print a 40x10ft design.

£834 to REPRINT your original design, once the spelling and grammar have been corrected. This is only a factor if the first attempt went wrong and needed amending.

£800 (Rough Estimate) Designers fee. Depending on the contractual agreement, a portion of their fee could be upheld if there are any errors on the final print.


11


12

It is not until you look closely that you realise the mistake. Hilarious as it may be, billboards are not cheap to rent, as illustrated on the previous page, so getting the spelling right should be a priority when designing for such a large scale, high costing job.

Amazingly, everyone at the company seemingly missed the glaring error, and let it be sent to the printers. Even more staggering, is that the design was there for 5 days until enough motorists complained, and it was eventually changed. Mistakes like this reflect badly on the design studio, and could lead to clients taking their business elsewhere.

I guess the lesson learnt is to not let a job go into print production until you, and other senior designers, have checked it, and agree that it is ready for pubic viewing.

Photo Credit: Lee MacMillan


13

Grammar and homophones; the key to the English language, and the basis of forming a correct sentence. If no one used the correct grammar, sentences and phrases would have completely different meanings. For example: I want to eat mum. // I want to eat, mum. The written difference is minimal, but when read and spoken, that is when the sentence takes on a whole new meaning and differentiates from what is trying to be conveyed. Like typo’s, using the wrong homophone and grammar can damage a companies reputation.

// Avenir_#FF88B0 // T.G.t.P.R.f.Y.D // RR

14

GRAMMAR &HOMOPHONES

What constitutes as ‘Bad Grammar’?


15

Double Negatives - I don’t want no red in my design

Explanation. Because you have said you do not want no red in the design, essentially this sentence suggests that you do actually want red on the design.

Sentence Fragments - Because the bus was late.

Explanation. The sentence does not express a clear thought,what happened because the bus was late?

Run On Sentences - I went to print it printed well

Explanation. “I went to print” & “It printed well” could both beindependant clauses. To be joined together, they need to have some form of punctuation in between the two.

Misplacing a comma, or having an extra space in between words can be very costly. There are tools available in Adobe’s software, in particular InDesign that will help you eradicate spelling errors, typos, transposed letters and double spaces. This is the quick and easy way to make sure you do not end up with lots of errors in your work. The one thing it will not do is to alter the homophones that you may use in the wrong context, this is down to you to correct.


16

TheSo, based on what you now know courtesy of the pull out, what would be the correct homophone for the sentence I really like ......... design?

Homophones


17

5 Common Homophones That Get Used in The Wrong Context. Excluding the ones that have already been shown

To, Too, Two

To be a designer.There are too many designers.There are two designers in the studio.

Effect, Affect

A filter effect cannot improve a bad piece of design.Bad design can affect your life forever.

Where, Wear

Where are we going?What shall I wear?

Allowed, Aloud

To be allowed to play your music whilst designing.Playing your music aloud, whilst designing.

Bare, Bear

That was bare funny.The bear was rather funny.


18

THE DIFFER BETWEEN K

SHIT, AND KNOW

SHI

Homophones


19

Your is a form of the possessive case of you. Example: Your design is looking good.

You’re is the contracted form of you are.Example: You’re doing well, keep it up.

ENCENOWING

ING T.

// Avenir_#F5BD70 // T.G.t.P.R.f.Y.D // RR

20

HAVE YOU SEEN ANYFUNNY GRAMMATICALERRORS RECENTLY?

Upload the errors you have seen to our social media pages, and check out the other hilarious mistakes that others have made. *All posts are anonymous as to not embarrass anyone.

You can also join in the discussion by giving the pull out page in the book to a friend who you think needs a helping hand getting their grammar in order. Remember, be effective and do not let grammar affect your friends.

#GrammarSavesLives to join in the discussion.

Facebook

www.facebook.com/GrammarSavesLives

Twitter

@GrammarSavesLives

Instagram

@GrammarSavesLives

university of portsmouth: ethical design final outcome

Documents