Derrida's Deconstruction and Environmental Graphics: Examination and Analysis Case Study of the Mental Image of Tourists in Isfahan

Background and Aim: Derrida's Deconstruction has key elements in the schema that affect current realms of environmental graphics. The challenges in current urban life require that graphic science gets involved, at some level, in the architecture and the environment. Therefore, the purpose of the current study was to examine the effects of using key elements of environmental graphics based on Derrida's Deconstruction in the schemata of tourists in Isfahan. Methods: library archives and field surveys were employed for data collection in this study. As such, the visual, emotional evidence and documents in the library archives were used to evaluate the criteria involved. Considering the nature of the study, the statistical population consisted of two groups of citizens of Isfahan. The first group includes ۱۸ experts, and the second includes ۲۱۳ domestic tourists in Isfahan in ۲۰۱۹. Findings: The results of the study indicated that there is a strong and significant relationship between the variables of balance, continuity in the environment, creating unity in the environment, diversity in the environment, texture and light. Furthermore, the findings revealed that the variable of light is extremely strong in correlation, the variable of emphasis in the environment has a very weak correlation, and the variable of proportionality is negatively correlated. Also, based on the beta coefficient obtained from regression, the greatest impact pertained to the components of light, diversity, texture, balance, continuity, unity in the environment, proportionality and emphasis. Conclusion: This study showed a significant relationship between the schemata of tourists and context, diversity, light, unity in the environment, proportionality, continuity, balance and emphasis, among which the variable of light was determined to have the greatest effect.

کلیدواژه ها:

Derrida deconstruction ، tourists ، Mental Image ، environmental graphics ، Postmodernism