MFA Thesis
www.sanssound.us
MFA THESIS BY GABY PASMAN
SANS SOUND IS A SIMPLE VISUAL SYSTEM THAT WILL HELP TRAVELERS TO COMMUNICATE ANYWHERE IN THE WORLD.
CONTENTS
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Contents
PROBLEM OUTCOME INSIGHTS & HIGHLIGHTS DESIGN MATERIALS
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PROBLEM
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Problem
LANGUAGE BARRIERS AFFECT A VARIETY OF PEOPLE IN A LOT OF DIFFERENT SITUATIONS. THINK ABOUT TOURISTS, BUSINESS, TRAVELERS, IMMIGRANTS, AND ATHLETES. With technology and ease of travel, the world is becoming a smaller place, and people from different countries interact with each other much more frequently. Sure, there were efforts through the years to come up with ways for people to communicate with each other. There was even a universal language created in the beginning of the 19th century. But for one reason or another, these efforts failed.
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Growing up, I spent countless vacations with my parents traveling internationally. While on these trips, it became apparent to me that language barriers exist, and people get into uncomfortable situations often, because they do not speak the same language.
ENGLISH?
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Problem
82%
OF WORLD’S POPULATION DOES NOT SPEAK ENGLISH.* *An excerpt from etravelblackboard.us
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” THE GREATEST OBSTACLE TO INTERNATIONAL UNDERSTANDING IS THE BARRIER OF LANGUAGE.” —Christopher Dawson British Independent Scholar 28
Problem
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Problem
ARE THERE WAYS TO OVERCOME THESE OBSTACLES?
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Later, backpacking in Southeast Asia with my two friends, I tried to use gestures with local people, and I found that they understood me. This was an amazing feeling, and it made me think about the possibility of creating a tool that would be helpful for people who travel abroad.
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Problem
60% OF
OUR COMMUNICATION IS NONVERBAL.* *An excerpt from Gestures: The DO’s and TABOOs of Body Language Around the World By Roger E. Axtell
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PEOPLE ALL OVER THE WORLD USE THEIR HANDS, HEADS, AND BODIES TO COMMUNICATE EXPRESSIVELY.* *An excerpt from Gestures: The DO’s and TABOOs of Body Language Around the World By Roger E. Axtell
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Problem
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EVER SINCE I WAS A LITTLE BOY, I WAS FACED WITH TWO MAJOR TASKS EVERY DAY OF MY LIFE— Tasks
1) How to make people understand me 2) How to understand other people
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Problem
THESE TASKS ARE VERY DIFFICULT, AND MOST PEOPLE DO NOT THINK ABOUT IT WHEN THEY ARE NOT PUT IN THESE SITUATIONS.
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MY DREAM IS TO HELP PEOPLE TO COMMUNICATE WITH EACH OTHER WITHOUT FRUSTRATION.
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Problem
I want to help people to break language barriers. I want people to feel comfortable with each other, no matter if they are deaf or hearing, or if they speak different languages.
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OUTCOME
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Outcome
MY IDEA IS TO COME UP WITH SOMETHING THAT IS USEFUL TO ORDINARY PEOPLE THAT INTERACT WITH OTHER PEOPLE WHO DO NOT SPEAK THEIR NATIVE LANGUAGE. I would like to help people to be comfortable with each other. I do not want them to turn away from each other as soon as they find out that they are different. I had too much of a bad experience with this problem in my life.
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I BELIEVE THAT MY SIGN LANGUAGE EXPERIENCE AND MY GRAPHIC DESIGN DESIGN MATERIALS SKILLS WILL PUT ME IN A POSITION TO CREATE SOMETHING INTERESTING. Outcome
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Outcome
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INSIGHTS & HIGHLIGHTS
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Insights & Highlights
I HAVE GONE THROUGH SEVERAL ITERATIONS OF THE SCOPE OF WHAT THE RESULTS OF MY WORK WILL BE. I STARTED WITH GREAT AMBITIONS. At first, I envisioned creating a gestural language, which would use elements of Sign Language. I would make it very simple and easy for people to learn and use.
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OVER THE COURSE OF MY DESIGN PROCESS, I WENT THROUGH AN EVOLUTION OF IDEAS OF WHAT I WANT TO END UP WITH. 46
Insights & Highlights
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INSPIRATION The answer is a library of intuitive gestures. They are simple, and anyone can understand them—they are self-explanatory. If I can create and categorize such a library, people will have a tool that is very useful in travels.
Hands & Body Language
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Insights & Highlights
Traveling Abroad
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SEARCH FOR THE RIGHT TITLE FOR THE PROJECT BECAME A VERY CRITICAL TASK.
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Insights & Highlights
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MIND MAP I started with a vivid keyword Gesture for the main point, because I knew that gestures will be a cornerstone of my final solution. Unfortunately, mind map did not produce the results I was looking for.
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Insights & Highlights
I USED MIND MAP TO COME UP WITH EXACTLY WHAT I NEEDED.
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BRAND NAME To find a unique brand name that would stand out, I started out with putting together a puzzle fitting two words into one. That helped me to come up with the best title.
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Insights & Highlights
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Insights & Highlights
The break through came while searching for different definitions of silence. Through this search, and the efforts of manipulating with French/Latin/Italian words, Sans Sound materialized.
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BRAND LOGO The identity that represents my brand is designed in a form of OKAY sign. This is one of the most universal gestures in the world. It reassures the audience that the problem of language barriers will be solved, and everything is going to be okay.
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Insights & Highlights
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X-SPACE
21.25X
36.25X
3X
4X
8.75X 1X
27.25X
8.5X
5X
60.5X
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Insights & Highlights
MARK
SIGNATURE
MARK
SIGNATURE
MARK
SIGNATURE
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ANATOMY
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Insights & Highlights
42.25Ëš
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TYPEFACE The typeface that I use is carefully selected to optimize legibility and balance. Netto was designed by Daniel Utz, who reduced the letter forms to basic shapes, and adjusted the stroke weight, keeping the geometric construction principle.
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Insights & Highlights
Netto Light
ABCDEFGHIJKLMNOPQRS TUV W X Y Z abcdefghijklmnopqrstuv wx y z 0123456789 !@#$$%^&*()<>?”:{}[]\,./~` Netto Regular
ABCDEFGHIJKLMNOPQRS TUV W X Y Z abcdefghijklmnopqrstuv wxyz 0123456789 !@#$$%^&*()<>?”:{}[]\,./~` Netto Bold
ABCDEFGHIJKLMNOPQRS TUV W X Y Z abcdefghijklmnopqrstuvwxyz 0123456789 !@#$$%^&*()<>?”:{}[]\,./~`
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SLOGAN Any design concept needs a catchphrase, or a slogan to attract peopleâ&#x20AC;&#x2122;s attention. I realized that it needs to be simple and short to the point, but at the same time, to contain words powerful enough to convey my idea.
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Insights & Highlights
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A MOBILE DEVICE APPLICATION WILL BE MY MAIN DESIGN OUTPUT.
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Insights & Highlights
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LIST OF WORDS I identified words, which are most commonly used by seasoned travelers, and I divided these words into eight categories. I used foreign language phrase books, but I also relied on other peopleâ&#x20AC;&#x2122;s feedback, and my own experience as a traveler.
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Insights & Highlights
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VISUAL ICONS I came up with visual icons that will help navigate through the mobile device application. I used the identity icons from the Noun Project online as a starting point, following up with my own illustrated design.
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Insights & Highlights
Homepage Search Categories Favorite Basics Top Gestures Offensive Language Accommodations Directions Eating & Drinking Emergencies & Safety Feelings & Opinions Greetings Money & Banking Transport
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COLOR SYSTEMS I used color identification for each category. The colors were carefully selected to make sure that they are most natural to the user while navigating through the application.
Primary Color Pantone Cool Gray 3 C
Secondary Color Pantone Cool Gray 11 C
Alternate One-Color Black
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R / 202 G / 200 B / 200
C / 21 M / 17 Y / 17 K /0
HEX #c9c8c7
R / 85 G / 86 B / 90
C / 65 M / 57 Y / 52 K / 29
HEX #555559
R /0 G /0 B /0
C /0 M /0 Y /0 K / 100
HEX #000000
Insights & Highlights
Accommodations Pantone 253 C
Directions Pantone 306 C
Eating & Drinking Pantone 116 C
Emergencies & Safety Pantone Red 032 C
Feelings & Opinions Pantone 708 C
Greetings Pantone 168 C
Money & Banking Pantone 355 C
Transport Pantone 151 C
R / 179 G / 26 B / 171
C / 39 M / 92 Y /0 K /0
HEX #b319ab
R /0 G / 179 B / 227
C / 81 M /3 Y /5 K /0
HEX #b319ab
R / 255 G / 206 B /0
C /0 M / 18 Y / 100 K /0
HEX #ffcd00
R / 247 G / 50 B / 63
C /0 M / 93 Y / 76 K /0
HEX #f6323e
R / 253 G / 146 B / 163
C /0 M / 54 Y / 18 K /0
HEX #fc91a2
R / 118 G / 57 B / 27
C / 34 M / 78 Y / 98 K / 39
HEX #75381b
R /0 G / 149 B / 58
C / 98 M / 12 Y / 110 K /2
HEX #00953a
R / 255 G / 131 B /0
C /0 M / 60 Y / 100 K /0
HEX #ff8300
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BASED ON THE RESEARCH, I CAME UP WITH A GESTURE THAT DESCRIBES EACH WORD, AND VIDEOTAPED EACH GESTURE IN MOTION.
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Insights & Highlights
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DEVELOPMENT PROCESS I went through several versions of my concept in mobile device application. I tried different actors for filming gestures, and also experimented with different layouts.
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Insights & Highlights
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MOBILE DEVICE APPLICATION VERSION #1
Categories
Thirsty
Drink
Eat
My Words
Categories
Hungry
Food
Categories
Food
Thirs
Thirsty
Drink
See All
Drink Sleep
Tired
Home
Food
Hung
Block
See All
Hungry Eat
Eat
Transport
Chicken
Fish
Meat
See All
Eat
Chic
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d
sty
Insights & Highlights
Categories
Food
Food
Eat
Food
Eat
Drink
k Hungry
gry
Eat Eat Chicken
Description Use your hand in “flat” handshapes to run down and up on your throat.
Description Use your hand in “flat” handshapes to run down and up on your throat.
Notes You can modify the sign THIRSTY a bit by using a more intense facial expression and a bit more of a deliberate movement which changes the sign to mean “crave.”
Notes You can modify the sign THIRSTY a bit by using a more intense facial expression and a bit more of a deliberate movement which changes the sign to mean “crave.”
cken
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MOBILE DEVICE APPLICATION VERSION #2
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Insights & Highlights
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Insights & Highlights
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MOBILE DEVICE APPLICATION VERSION #3
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Insights & Highlights
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Insights & Highlights
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Insights & Highlights
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MOBILE DEVICE APPLICATION VERSION #4
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Insights & Highlights
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Insights & Highlights
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Insights & Highlights
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MOBILE DEVICE APPLICATION VERSION #5
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Insights & Highlights
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Insights & Highlights
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Insights & Highlights
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MOBILE DEVICE APPLICATION VERSION #6
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Insights & Highlights
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Insights & Highlights
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PROMOTIONAL POSTER VERSION #1
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Insights & Highlights
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PROMOTIONAL POSTER VERSION #2
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Insights & Highlights
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PROMOTIONAL POSTER VERSION #3
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Insights & Highlights
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PROMOTIONAL POSTER VERSION #4
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Insights & Highlights
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PROMOTIONAL POSTER VERSION #5
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Insights & Highlights
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FLASHCARDS VERSION #1
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Insights & Highlights
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FLASHCARDS VERSION #2
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Insights & Highlights
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FLASHCARDS VERSION #3
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Insights & Highlights
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USER STUDIES After a series of refinements and feedback from experienced travelers, I narrowed down my efforts, and finally concluded that people do not need complexityâ&#x20AC;&#x201D;they would be more open to something simple and natural, and that does not require a lot of effort to learn.
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Insights & Highlights
” THE SITUATIONS WHERE IT IS EXTREMELY HARD TO COMMUNICATE WITH LOCALS ARE VERY FAMILIAR TO ME. SO, I THINK THAT CREATING A VISUAL SYSTEM LIKE THAT IS A GREAT IDEA.” —Brandon (mid-30’s) Experienced Traveler Berkeley, California 131
” I AM ARTICULATE WITH MY HANDS BY NATURE, AND I COULD BENEFIT FROM SOMETHING LIKE THAT.” —Jessica (mid-20’s) Student Berkeley, California 132
Insights & Highlights
I INTERVIEWED POTENTIAL USERS WHO PROVIDED AN EXTREMELY VALUABLE FEEDBACK.
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In my final version, I developed a visual system of gestures that describes most commonly used words, or simple phrases. These gestures are basically self-explanatory, and are easily understood by anybody. That way, just by using your hands, you can explain yourself, and find your way through various situations anywhere in the world.
Gesture that means Peace
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Insights & Highlights
” I LIKE THE FACT THAT YOU ARE USING GESTURES, NOT THE REAL SIGN LANGUAGE, BECAUSE SIGNS ARE VERY HARD TO UNDERSTAND.” —Junko (mid-30’s) Graduate Student Japan 135
DESIGN MATERIALS
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Design Materials
THE DESIGN WORK ON THIS PROJECT OVER THE COURSE OF SEMESTERS RESULTED IN A NUMBER OF DELIVERABLES, OR DESIGN MATERIALS. These design materials are representation of how my idea is presented to the world. They include promotional poster, website, mobile device application, and ďŹ&#x201A;ashcards.
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MY THESIS PROJECT RESULTED IN FOLLOWING FOUR DELIVERABLES— Deliverables
1) Promotional Poster 2) Website 3) Mobile Device Application 4) Flashcards
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Design Materials
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2
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4
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PROMOTIONAL POSTER Promotional poster is used to make my targeted audience aware of my visual system. The poster can be displayed in the locations connected to transportation (airports, bus stops, and train stations). The poster will advertise the idea, and it will point the audience towards the website, where more information can be obtained.
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Design Materials
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AIRPORTS
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Design Materials
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BUS STOPS
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Design Materials
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TRAIN STATIONS
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Design Materials
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WEBSITE The link (www.sansound.us) will take the user to a Sans Sound website. It contains general information about the system and practical videotaped examples of how the system can be used. It has a link to downloading a mobile application and information on how to purchase the flashcards.
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Design Materials
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WEBSITE WIREFRAME
Homepage
About
Menu
App
Buy
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Design Materials
Video
Purchase
Amazon
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ABOUT
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Design Materials
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Design Materials
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Design Materials
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Design Materials
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APP
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Design Materials
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Design Materials
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Design Materials
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BUY
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Design Materials
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MOBILE DEVICE APPLICATION The mobile device application is a cornerstone of the design materials. This is a fully functioning application, which contains a visual dictionary of gestures. It is based on categories. Each category has terms that are used in translation in alphabetical order. The mobile device application also have the sections dealing with foreign language. It has a section called Offensive. This section provides information on which gestures should not be used in some countries just in case.
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Design Materials
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MOBILE DEVICE WIREFRAME Parallax Effect
Homepage
Categories Hotspot Favorite
Search
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Design Materials
Categories
Favorite
Basics
Top Gestures
Offensive
Language Accommodations
Directions GIF Eating & Drinking
Emergencies & Safety
Feelings & Opinions
Greetings
Money & Banking
Transport 171
NAVIGATION BUTTONS FUNCTIONALITY Each gesture is presented as a GIF that shows the gesture in motion. Some of the gestures are divided into several steps for simplicity in understanding and learning.
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Design Materials
Go back
Name of Categories Click for the whole step
GIF Slide the screen
Click to play
Add to Favorites
Step-by-Step Name of Word
Description
Hotspot
Click Click Disabled
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PARALLAX EFFECT
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Design Materials
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Design Materials
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HOMEPAGE
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Design Materials
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ACCOMMODATIONS
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Design Materials
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Design Materials
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Design Materials
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Design Materials
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DIRECTIONS
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Design Materials
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Design Materials
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EATING & DRINKING
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Design Materials
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Design Materials
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EMERGENCIES & SAFETY
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Design Materials
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Design Materials
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FEELINGS & OPINIONS
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Design Materials
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Design Materials
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GREETINGS
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Design Materials
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Design Materials
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MONEY & BANKING
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Design Materials
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Design Materials
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TRANSPORT
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Design Materials
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Design Materials
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BASICS
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Design Materials
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Design Materials
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TOP GESTURES
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Design Materials
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Design Materials
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OFFENSIVE
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Design Materials
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Design Materials
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FAVORITE
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Design Materials
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SEARCH
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Design Materials
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LANGUAGE
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Design Materials
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Design Materials
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FLASHCARDS Flashcards serve as an analog replacement of the mobile device application. They contain the same information, only in still format, and can be used when mobile device application is not available.
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Design Materials
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Design Materials
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Design Materials
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WWW.SANSSOUND.US
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Acknowledgement
SPECIAL THANKS TO—MY FATHER, ARIK PASMAN AND MY FRIEND/MENTOR, KAYCE QUATERMASS. School of Graphic Design Academy of Art University 79 New Montgomery Street Fifth Floor San Francisco, CA 94105
Photos www.flickr.com
Advisor Phil Hamlett Carolina de Bartolo Jeremy Stout Hunter Wimmer
Software Adobe Creative Cloud
Semester Ongoing Written and designed by Gaby Pasman
Typeface Netto
Printing & Binding/Finishing Blurb 580 California Street #300 San Francisco, CA 94104 (415) 362-2067 www.blurb.com Email gabypasman@gmail.com
© 2015 All rights reserved. No part of this publication can be reproduced express permission from Gaby Pasman
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Donâ&#x20AC;&#x2122;t worry. Go abroad. Be confident. Use your hands. www.sanssound.us