Pictorial Representation and Comprehension

As mentioned in the previous entry, It is important to research on the use of medium in bringing forth the content of the medicinal label. A proper use of medium make a whole lot of different in presenting the visual. 

Humans developed pictorial representation as early as the Stone Age, where rock paintings were found in the cave that human lived in. A lot of research has shown that, the representations of human in cave paintings was rare, mostly animals were painted. Not only animals that were used as food but also animals that represented strength like the rhinoceros or large cats. A rock painting in India - a world heritage site was one of the typical examples for a pictorial representation. Bhimbetka reflects an interaction between people and the landscape. It is closely associated with a hunting and gathering economy, as demonstrated in the rock art and in the relics of this tradition in the Adivasi villages on the periphery of the site. Instinctively, human expresses knowledge or information through imaging when language was still in the developmental stage. Therefore, the practical reason for introducing new medicinal labels in using pictorial representation has an extensive history.

World Heritage Convention

We live in visually stimulated cultures where interpretation is made up by different perception. Individuals or shared experiences and the entire process are heavily influenced by visual, audio and senses. Through observation expressed explicitly in the environment, human perception was formed. For instance, as a teenager living in Singapore, the locals may find it fascinating to possess chewing gum where the government imposed a very strict law in prohibiting its consumption. They may not only see chewing gum as a product but behind the image that was cast from the stringent law, the people see destructive behaviors, concept of discipline and authoritative.

There are many pictorial materials that had been used to represent concepts and ideas, for example: photographs, paintings, movies, statues, scriptures and so on. Since early days, pictogram was one of the common mediums for pictorial representations. A pictogram is a type of illustration that falls into the category of signs, which it is also a main element in the semiotic. Pictogram is described as being part of a picture language, in other words a language consisting of pictorial symbols. Both the content of the illustration and its graphical representation are kept very simple so to bring across a clear message. Pictogram is potentially advantage such as being concise and capable of crossing the boundaries of all existing languages; it strives to be universally applicable (Edo, 2007, p.96).

Semiotic Theory in Visual Communication

To answer the first question, here are the research on the semiotic theory so as to build a fundamental concept for the formation of the pictogram in aiding ageing population: 

Semiotic essentially is the analysis of signs or study of the governing rules of sign system. ‘Semiotic’ comes from the Greek word ‘Semeiotikos’ meaning an interpreter of signs. However, this process of interpretation is a complicated one.

Barthes declared that 'semiology aims to take in any system of signs, whatever their substance and limits; images, gestures, musical sounds, objects, and the complex associations of all of these, which form the content of ritual, convention or public entertainment: these constitute, if not languages, at least systems of signification' (1967, p.9).

Semiotic is a science that studies signs within the conceivable society and in fact, it is part of the social psychology. It is an assemblage of signs, such as words, images, sounds and gestures constructed and interpreted with reference to the conventions associated with a genre and in a particular medium of communication.

Language is one of the most common medium that semiotics employ, where ideas are expressed through the system of writing. However, assorted signs require a definitive presentation. For instance, analogical signs such as gestures, textures, tastes and smells, are signs that can be fathomed beyond words and it always signify emotions and feelings to the recipients. It is often expressed through visual, sensory and interactive arts. Analogical signs are not directly related to syntax (formal relations between signs) in the way that linguistic signs do.

As Bill Nichols notes that: 'The graded quality of analogue signs may make them rich in meaning but it also renders them somewhat impoverished in syntactical complexity or semantic precision (1981, p.47).

Therefore an effective medicinal label design should have the characteristic of an analogical sign, which has a richer explanation in a non-verbal manner. Its emphasis on the visual communication allows comprehension beyond linguistic boundaries. Additionally, the sign should be created in a contextualised manner according to the possible interpretations from the conceivable society to demolish the linguistic barrier.

Saussure’s signified and signifier

Like many semioticians proclaim, Ferdinand De Saussure (1857-1913) argued that an image is no longer only an illustration instrument, it should be the visual projection of the main elements in a communication process that is no longer fully sufficient through mere linguistics. Many people have an impression that images should be used as a tool to enhance a linguistic communication, but not taking the centre stage, even though there have been much said about a picture painting a thousand words. For centuries, this is a stereotype that human servitude themselves with. Therefore designers should always push the creative boundary to see the shift in the paradigm, to make communication susceptible to all mankind, where in future communication may be happen even solely with signs. 

Terence Hawkes quotes, in Saussure’s favorite concept of a tree, the relations between the concept of a tree (signified) and the sound image by the word ‘tree’ (signifier) create a picture of a physical leafy object growing in the earth. However, the word ‘tree’ has absolutely no ‘natural’ or ‘tree like’ quality in it (2003, p.14).

Therefore, based on Saussure’s theory, the assumption that language is self-regulating through time can be valid, because the structure of the language is able to create meaning of the word or images in a person’s mind. Likewise, an individual may receive verbal medical instructions from a staff nurse who is stationed at the pharmacy counter together with an illustration that explains the function and usage of the medicine as a label; undoubtedly this would reinforce the power of communication. 

Ferdinand de Saussure

Speculate upon the image that appealed in the virtual setting that creates understanding, where signs can be stimulated. Thus, elderly may disregard the limitation of their physical deficiency where deteriorating eye sight will no longer be a predominant barrier come to understand the medicinal instructions. The positive impact of visual communication through appropriate analysis of the signs changes the dynamics of a communication process.

           According to the principle from Saussare’s theory, since a signifier would create an image in human perception to signify a concept, regular public education of what this project is all about will help people to be familiarised with the new medicinal labels, especially the elderly. There will be a series of guidebooks with different languages to enhance the use of the new medicinal labels to bring about a heightened awareness and correct interpretation for each illustration. Furthermore, a well-planned public education campaign on the new medicinal labels will help designers design for an ageing population.

Peirce’s intricate interplay

Floyd Merrell states, Charles Sanders Pierce’s (1839 – 1914) says, ‘Intricate interplay where there are a synergy between firstness, secondness, and thirdness.

Firstness is an entity without definable part, which is only a possibility - it is not an identified concrete quality of something. Secondness is actuality – what happens to be at the moment of it happening here and now. Thirdness is probability – what would be, could be or should be, given a certain set of conditions.

Sign is often taken as something that stands for something to someone in some respect or capacity (2001, p.34).

Charles Sanders Pierce

Indeed, each individual interprets a sign according to how they were brought up and life experiences. This research discussed in the previous section that a sign symbolises a meaning for each individual. Through the study of Peirce’s semiotic principle, it is possible to identify the possible ways of a concept may create an impressional sign to an individual mind and this will enable insights into the formation of impression. It also helps to gain an understanding how an individual makes personal judgment on the visual information with specific pictorial materials given.

According to Peirce’s theory as mentioned, firstness is always a possibility, the unpolished signs that are presented to the receivers (2001, p.34). It is usually initiated by a sensation of having something that grasp the whole attention of someone and occupying the thoughts and permeating the consciousness in the virtual setting. Therefore the illustrations that would be incorporated onto the medicinal label should be visually appealing, comprehensible to general public where the subconscious may registered the signs in a person’s complex mind.

Secondness is existential. It happens in the real world with certain contact between sign and the interpreter; it actualises what was initially in someone’s mind in the reality, where it may be a draft concept, a blur image or simply a faint idea, that the interpreter may rationalise it in his make up, to bring about an understanding of the thinking in his mind. A sign illustrating a message can be tested in the daily routine of a person’s life. It may synergise the understanding of the sign and as a result, further strengthen the interpreter’s conviction to the sign system. For instance, a patient with a runny nose can usually be identified with a handkerchief. A simple and straightforward illustration like this may correspond to an unambiguous message to the target audience. Hence, this encourages better and clearer communication. 

The illustration that will be incorporated onto the new medicinal label should be simple and common to the general public. It should be reasonably understood by the users, after taking into account their culture and social background. For example the visual is more persuasive with a female figure illustrating the benefit of a facial blemish cream compared to a male figure.

The theory of thirdness makes essential to form a culture, where it forms the way we act in a given environment. We shape the culture through our interactions with the environment in contrary to how the environment shapes our way of dealing; it is a constant process. Thirdness deals in representation for what is the probability that stimulates responses, where essentially a representation of a sign to a person draws an initial idea in a virtual setting. He can later relate it to an identical event in the real life setting, thus creating possible responses upon that impression.

Likewise, the new medicinal label that would be presented to the users with a pictorial material illustrating the benefits, usage, timing and dosage of the medicines may draw a primarily concept to the users. In conjunction with that, there will be a series of marketing collaterals for the purpose of public education with simple illustrations presented to the users to facilitate their understanding and direct users towards the implementation of the new medicinal labels.

Peirce’s concept of the semiotic theory is always based on a detailed study of human behavior and applying the concept back onto human lives (2001, p.34). Signs can represent specific messages to someone and through a proper process of education of administering the medicine; it can build an understanding, which will then be inspired by a positive interpretation, which is desired by the creator. Additionally, the implementation of the public education may direct users for the benefit of the new formulated label besides clarifying the functions of each illustration. 

Semiotic not only works well with education but it is often worked best through appropriate medium. As mentioned, language is one of the medium where a system of signs that express ideas comparable to the system of writing, however, human experience is inherently multi-sensory, and every representation of experience is subject to the constraints and limitation of the medium that involved. For instance, even with the most flexible medium of language, sometimes words can fail us in attempting to represent some experiences. Indeed different medium and genres provide different frameworks representing experiences and it may facilitate some forms of expression or obstruct others. Therefore, other than language, the use of other medium such as motion graphics, photographs, films, video, computer imaging, etc are encouraged to abjure miscommunication. 

Since visual aids have always been used in facilitating communication, it is necessary to identify a specific medium amongst all the visual aids, in which semiotics can be applied appropriately for the benefit of the general public through a new medicinal label design.

ask good questions

Before we can start up this project, we should ask good questions as a part of the planning so to build the skeleton of the structure how to go about doing it as following:

“What are the problems with the current medicinal labels that can be solved by a fundamental design theory - semiotic?” The objective of the first question was to under study the used of semiotic theory in establishing a visual communication, so as to solve the problem of the linguistic barrier of the elderly trying to understand the medical instructions through a symbolic meaning.   

“What is the role of pictorial materials and how can it be used as a medium in visual communication?” The objective of the second question was to find out the function of pictorial work in the process of communication; its representation and comprehension, in order to investigate the possibility of using pictorial materials as the medium in non-verbal communication.

“Can pictograms be used in creating an effective medicinal label, especially in assisting the elderly?” The objective of the third question was to seek to find out the possibility of the shift in pictograms replacing linguistic functioning as the key element in the process of communication, where the medical-symbolic pictograms in the medicinal labels design can benefit the elderly and their caregivers without language interference.

we have a mission

The design of new medicinal labels that is practical, user-friendly for elderly and of universal usability is necessary. It should be identical to the commonly used labels but re-designed especially for the elderly and the caregivers who can interpret the newly formulated labels easily. The new medicinal labels should also prepare those who are in their 40s and 50s so that when they grow older and having eyesight that no longer functions at its best, these labels would prove beneficial for them.

Hence, a set of contexture pictograms with the appropriate use of pictorial material illustrating the benefits, usage, timing and dosage of the medicine to the general public. The careful use of pictograms illustrating medical instruction will ease users for a clearer understanding can be a good idea! in addition, It will replace the fine prints so as to prevent confusion, misinterpretation or miscommunication of medical instructions.

The main aim for this project is to investigate the use of pictograms in generating new medicinal labels, to understand what are the perceptions and how to incorporate medical-symbolic pictograms to the medicinal labels design, which work best for the general public especially the elderly, and also seeks to provide a platform to emcourage discussion among people for new innovations of creative applications for the ageing population

It's all about independant living!

Between 2008 and 2030, Singapore will witness an age profile shift in its population. In 2005, 1 in 12 residents was 65 years or older. By 2030, 1 in 5 residents will be 65 years or older. Quoted by Ministry of Community Development, Committee on Ageing Issues (2006).

Declining birth rates and general advancement in healthcare technology have resulted in people having longer lifespan and a larger ageing population in Singapore. The impact of an ageing population on economics, politics, education and lifestyle is no longer an isolated issue but a global concern. For the next 30 years, such significant changes in Singapore will present enormous opportunities for design that renders assistance to the elderly in their daily living, which are crucial in helping them cultivate independent living. The elderly who are experiencing a gradual process of physical failing, in most cases require some form of support in order to gain the freedom to make preferred choices in their golden years. The ability to make their own choices allows them to gain a sense of dignity; a very core value of a human nature. The feeling of not being controlled or limited in any way restores a sense of confidence in them and promotes self-respect. This will allow them to make decisions that lead them to their desired quality of life. Generally at the average age of 65, the elderly will experience an increase in functional limitations and most of them would have at least one or more chronic diseases like diabetes, high blood pressure etc. In order to gain or maintain personal competence and independence, the elderly will have to rely on products that are customised to enhance their living quality. This is especially in terms of their medical assistance that affects life and death. 

This research starts with the observation that many elderly people do not understand instructions on the medicinal labels issued by their family doctor, local hospitals or pharmacies. Many of them are not educated in English, hence they have difficulty in remembering the purpose or intake instructions of their different medications. 

S Gopinathan, Anne Pakir, Ho Wah Kam and Vanithamani Saravanan states,

Then Prime Minister Lee Kuan Yew once said that the persistence of dialect use among school children explains why Mandarin failed to become the more widespread language used among the Chinese in Singapore during his speech for the launch of the ‘Speak Mandarin Campaign’ in 1979. There were a series of campaigns following the speech, which included introductory courses in conversational Mandarin, organisation of forums, and panel discussions and so on within the local community. (2003, p.24)

As a result, then Minister for Education Tony Tan commented “Mandarin has overtaken dialect as a home language for Chinese pupils” (The Straits Times, 9 October 1987). This is the make up of many of today’s elderly, where Mandarin is their main language. However, there isn’t any ”Speak English Campaign” carried out in the last 20 years until the ‘Speak Good English Campaign’ launched in April 2000.

Besides the language barrier, elderly with deteriorating eyesight would also encounter difficulties in reading medicinal labels with fine print. As we grow older, the dynamics of our senses will gradually decline. We may even develop a sensory impairment in these later ages. Blur vision starts to develop and hence visuals with too many details do not work well for elderly.

According to James J. Pirkl, ‘As we age, our visual lens stiffens and loses its elasticity, thereby inhibiting us from changing its curvature and adjusting our focus. In time our eye muscles weakens and contracts with increasing difficulty. These conditions reduce the refractive power of the cornea-lens systems, extend our near-point of focus, and hamper our ability to read fine print’ (1994, p.45). 

Poor eyesight in old age is unavoidable. As we age, the skin surrounding of our eyes loses it elasticity to support our visual lens and hence stiffens it in due time. Therefore, older people with their waning eyesight would have difficulty in reading the fine prints on medicinal labels. This poses the biggest barrier to better communication for elderly people, especially those who do not receive care from their immediate family members or caregivers. 

Hence, this research argues on the design issue, where a solely linguistic medicinal label do not communicate critical information to older people that is much needed for the proper administering of the medicine to aid patient recovery. In a technologically advanced society like Singapore, we have sufficient resources to bring convenience to the lives of the general public. The current medicinal labels may be useful and comprehensive to well-educated adults and those in the medical profession, but it definitely does not work well for the elderly. 

Indication in Chinese text were common for local elderly to
understand and remember the use of medicines.

Long journey

It is a long journey to go back into the lives of those I have almost forgotten and took granted with. It is even harder to understand their thought and see from their perspective. I see them everyday but I've forgot how much they have sacrificed for me and most of the time we don't even get to talk to each other.

I hope to come back to the simplest stage that, i used to hold on to his big hands walking down to that small alley, buying breakfast that i used to think it was the best food in the whole wide world. That was the time i still living in my dad's world.

It is indeed a long way to make a trip back to revisit all that simplest things yet close to my heart. The world has taught me much to run after my dreams, it is me to decide to bring a piece of simpleness along while running the race of chasing my aspiration.

I delicate this space to my dad, who has taught me much about love and care.