Propositional DensityJosh 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. 190-191.