context of practice : 2017

Thursday, 7 December 2017

STUDY TASK 1

UPDATED ESSAY CONTENT

I have decided to change my content for my essay as i was struggling to get into the question i have been inspired to change this theme to something that i can relate closer to. My new question will be 'how does music influence design?'

http://www.howdesign.com/design-creativity/music/

https://99designs.co.uk/blog/creative-inspiration-en-gb/ripped-punk-influences-graphic-design/\

http://www.thedrum.com/news/2016/01/12/sound-and-vision-david-bowies-relationship-graphic-design

https://www.linkedin.com/pulse/20141027113421-77923162-music-s-influence-on-design

https://visualartsdepartment.wordpress.com/psychedelic-60s/

https://www.ceros.com/blog/punk-rock-graphic-design/

https://www.digitalartsonline.co.uk/news/graphic-design/how-punk-changed-design/#1

https://99designs.co.uk/blog/creative-inspiration-en-gb/ripped-punk-influences-graphic-design/

https://eyeondesign.aiga.org/what-rave-culture-is-teaching-modern-graphic-designers/

https://www.theguardian.com/artanddesign/2009/feb/21/smiley-face-design-history

https://www.udiscovermusic.com/features/history-album-artwork/

- Hippie culture 1960's such as Glastonbury/ psychedelia
- Pink Floyd
- 80's Punk- Sex pistols
- Rave culture 1990's
- record covers
- CD's
- Wallisey Kandinsky- synesthesia
- Visual interpretations like music videos

Monday, 27 November 2017

STUDY TASK 1 SETTING RESEARCH QUESTION

My essay question is:
how can graphic design be socially responsible?

SOCIALLY RESPONSIBLE DESIGN

-introduction
introduce the topic, define the question

-paragraph on values and drives comparing them

-case studies comparing different size businesses

-paragraph on socially responsible/ ethical design

-case studies on socially responsible/ ethical design

-paragraph on capitalist design

-case studies on capitalist design

- compare capitalist and socially responsible design

-conclude
sum up your argument, mention wider implications/ future direction

sources so far

http://peopleplacespace.org/frr/design-and-social-responsibility/

http://ethicsfordesign.com/player?lang=en

Tuesday, 25 April 2017

issuu presentation

https://issuu.com/home/docs/issu_presentation/edit/embed

Monday, 24 April 2017

Essay 3

Reflective Practice

Over the past few months I have been investigating the quote by Stephen Heller ‘Although on the surface the nature of design may appear to be relatively inconsequential, it might well be said to play a formative role in the history of capitalism and, in turn, in the social expression of capitalist practices.’ from the book Consumerism as a Way of Life. I have produced a written analysis using triangulation and referencing as well as a visual analysis of images that I thought were relevant to the quote from the research I had found. I have then created an anti capitalist campaign of my own to contrast with the advertising campaigns I have looked at already and to fit with the protests into capitalism.

My Rationale for this piece of work looks at capitalist practices and the controversy surrounding it, how can this be used in opposition of capitalism to create an advertising campaign raising awareness of capitalism and consumerism and hopefully make people think about these brands. My work needs to be a a bit controversial to have an effect on the viewer. The advert needs to highlight the main issues with capitalist practices and use design as the forefront of the campaign in order to contrast the design of the capitalist brands.

My outcome reaches most of the intentions I stated in my rationale. I think the design successfully communicated the anti-capitalist message in a clear way that is easily read quickly. The piece highlights issues within capitalism that are believed to be problematic, such as; exploitation of workers, inequality, market instability, property and sustainability. Viewers would only spend a few seconds at most looking at the design so it has to be simple. I am not sure how controversial my design is, I think it is a little bit safe and if I had done more research and refined the idea further I think it could have come out better, I think it is a bit weak as it currently stands. If I was to have more time on this project I would like to explore using photography and play around with typography to create a more professional looking campaign. The designs simplicity works well on my mock ups for adverts on the London underground. The designs fit the specification to be easily read with simple information given.

My anti-capitalist advertising campaign relates to my theme as it looks into the controversies of consumerism and capitalism. Although this completely contrasts the work I have looked into, such as advertising campaigns of capitalist companies. I think this is a good way for me to go as trying to recreate one of these designs would be very tricky to do as the companies pay big money for these designs and I don't think I could compete. In hindsight, I would like my designs to be slightly more tied in to the research I had done for my first essay and linked more to how design plays a role in capitalism, I think I have moved too far away from this idea.

Barbra Kruger’s ‘I shop therefore I am’, is closely linked to my image as it is almost mocking consumerism in a kind of protest. “I shop therefore I am” basically states that a person is defined not by what they think but what they own. The advertising campaign raises some of the issues that Kruger touches upon in her work. I have touched upon consumerism in my work and I have highlighted some of the companies worst for this like Cocoa Cola and Mcdonalds.

In my earlier essays I looked at the book Design for Society, the quote “The modern consumers condition is characterised by dissatisfaction and a constant state of longing” (Nigel Whitely, 1993, Design for Society, London, Reaktion Books) This shows that consumers are constantly basing their needs on their desires and they are never happy and constantly wanting something better. This is a good cause for anti consumerism, and one point against the capitalist brands I have been looking into previously.

The quote “Designers operate in a world where the creation of wealth is the prime motivation” (Stephen Miles, 1998, Consumerism as a way of life, London, Sage Publications) also shows the affect of capitalism, design has lost its morals and has become primarily about profits. Much like the work of modernists and Barbra Kruger it is necessary to raise awareness of this and bring design back to it’s to its traditional morals and not be based around capitalist practices.

My Research has made me realise capitalism is no doubt controversial capitalism is set out to make a living for people as seen from the quote “Capitalism is founded in the noble effort of man to earn a living for himself and his family.” (Robert E. Freer Jr., 2010, Citadel Values II: Essays For Contemplation, USA, University Press Of America) But from this I have come to the conclusion that capitalism looks out for nothing but profits, so I do not agree with this quote as other morals should followed in order to do good to society.

In conclusion, after my research and exploration my project has raised many interesting points surrounding design and capitalism, my advertising campaign brought up a strong protest in opposition of capitalist practices and this is something i would like to explore further into level 5 study.

Essay 2

Visual Analysis

In Barbra Kruger’s work ‘I shop therefore I am” the colour used is very limited, and just uses red, black and white. This means the image is very striking and eye catching due to the the high contrast and block colour. Limited colour means that the bright red stands out and draws your eye to the typography. The overall colours give an element of importance to the image. The typography is Bold in order to stand out from the rest of the image. There is emphasis on ‘I shop’ and ‘I am’ to tell the viewer that the statement is very definite. Use of the first person shows greed and the thought of power. The typography is at the front as it is the main part of the image, it is centred so it is the first thing you look at. Dragging the typography into the background, there is a hand that looks as if it is holding the typography as if it is a material object. The hand looks like it is reaching out and grabbing it. It is quite a fat and greedy looking hand which emphasises the message given from the typography.

Barbra Kruger made the work in 1987 in New York City. The 80’s, similar to today had consumer based society where brands are status symbols, Society has not changed much since then hence why the image is still so striking and thought provoking today. The image was a visual art protest and was also ironically printed onto consumer goods like shopping bags and t-shirts, Kruger had a history in advertising and branding so her work does almost seem like an advertising campaign.

The image is aimed to protest the consumer society we live in. Its is directed at consumers to make them realise the society they live in and what impacts that has. Also the image is directed at big corporations. It is part of popular culture nowadays, we live in a consumerist society run by capitalist companies.

“I shop therefore I am” basically states that a person is defined not by what they think but what they own. Shopping has turned into a lifestyle. People want to show they have the latest brands as a sign of wealth and power. Through consumerism brands are taking over our life and becoming more than just a desire but a need to have a certain logo. “life becomes a matter of what you consume” Nigel Whitely, 1993, Design for Society, London, Reaktion Books.

The typography of ‘Just Do It’ and the Nike logo is plain white, it is ‘to the point’, it also pairs nicely with the monochrome image behind it. The typography uses capital letters and a bold font to give the order ‘Just Do It’ to to the viewer. There is a full stop at the end for emphasis of the phrase. The type is centred in the middle of the image, the type is all in one line on the page in oder to keep it short and straight to the point. The Nike logo sits just below the slogan to subtly introduce the brand. Behind the typography is an image of Michael Jordan an influential athlete, this subject will help to inspire people and make them think that if they buy the product they could be like their idol. The message of the campaign is short and sweet but encapsulated everything people felt when exercising, it was a phrase to push peoples limits. The campaign used role models in sport but also had a fashion element, as these people were looked up to and what they wore was looked up on.

The ‘Just Do It’ campaign started in 1988 in America and spread worldwide when there was a fitness boom in the 80’s. It took the sports fashion industry by storm and became less about the sport and more about the fashion statement. The campaign catered to everyone from teens to males and females up to around the age of 40. Nike trainers catered to the masses but the brand became desired so was status symbol. The campaign went on merchandise, billboards and print media.Nike is a big Multinational company that has a history for not following moral principles, they are know to manufacture their products using sweatshops and low pay. The company is just looking for profit. The design of the advertising campaign profited the company greatly as a good design that targets the audience directly to make them think they need the product. We live in a brand obsessed society and if the advertising campaign can make the brand desired and a status symbol then the products will fly off the shelf. “Pushing consumerism to the ultimate, Nike offers us not just the good life but meaning and transcendence, thus embodying capitalism's thrust to omnipotence, over the economy and also over personhood, identity, society.”

The Marlboro Man campaign has a country western theme so the colours used are ambers, browns, blues and reds. The colours match the packaging of the cigarettes. This means that the brand is linked and easily recognisable. The typography in the picture is a simple slogan ‘come to where the flavour is’ using the same typography as the marlboro logo for brand association. The typography is white contrasting to the dark background and drawing the viewers eye towards it. In the left of the image is the slogan and an image of the cigarettes and on the other side is the Marlboro man, a cowboy, relaxing and smoking a cigarette, this advertisement glamourises the act of smoking a cigarette. With this advert Marlboro were trying to disassociate the female branding of the product so made a masculine advert. The campaign helped to popularise filtered cigarettes. using cowboys in the campaign showed where the brand comes from and it is a glamorous subject matter. The Marlboro Man campaign started in 1954 and was a worldwide advertising campaign to change the view of smoking filtered cigarettes. Marlboro wanted to try and attract men because the product was considered feminine. Advertising cigarettes to fit with the smoking culture of the time, the health affects of smoking were being found out so marlboro popularised filtered cigarettes for the masses. The advertising campaign glamourised marlboro cigarettes and catered to a wide audience making it a wanted material object, popularising smoking. The campaign made Marlboro big profits completely turning the brand around. It is now still one of the most successful cigarette brands.

Essay 1

'Although on the surface the nature of design may appear to be relatively inconsequential, it might well be said to play a formative role in the history of capitalism and, in turn, in the social expression of capitalist practices.’

Steven Miles’s book; Consumerism as a way of life quotes 'Although on the surface the nature of design may appear to be relatively inconsequential, it might well be said to play a formative role in the history of capitalism and, in turn, in the social expression of capitalist practices.’ This quote contains a moral that can be completely agreed with. After some research it can be shown that capitalism and design are very closely paired.

A breadth of authors have considered design in capitalist practice, for instance Stephen Heller quotes “Good design, we believe can be the most profitable way to spend a marketing budget… It can make your product disappear off the shelf instead of disappearing into it. And as more competitive products become more and more alike, a good package can become a packaged goods best point of difference.” (Stephen Heller, 2003, Citizen Designer, New York City, Allworth publications). This quote shows that design is used for profit of big corporations, if design is well done it will persuade the consumer to buy it. Surely if design makes your product sell then no expense should be spared. Branding of a product is key for capitalism. What does design have to do to sell a product?For starters, an iconic logo or ad campaign to catch your audiences attention is vital in selling a product.

But is the secret to every big corporations success good design? It is no secret that companies pay big money for ‘good design’. Nowadays design is used mainly to benefit profits of a company, weather it be the branding of a product or an advertising campaign. this branding strategy can completely change society’s perception on the brand. Stephen Heller also stated “Designers operate in a world where the creation of wealth is a prime motivation” (Stephen Heller, 2003, Citizen Designer, New York City, Allworth publications). This shows that although design benefits companies it is not always good for the rest of society. Design is meant to be for aesthetic purposes, but has been changed for profit making schemes.

Many designers would argue that good design’s motives are not that of profit, but the best design is primarily about the aesthetics. For example the modernist approach to design is not about consumers taste and it's not dictated by the market. The principles of modernism were against commercialism, greed and cheapness. This idea proves that capitalist practices have completely changed traditional design morals, as Ralph Waldo Emerson stated "Doing well is the result of doing good. That's what capitalism is all about.” (Robert E. Freer Jr., 2010, Citadel Values II: Essays For Contemplation, USA, University Press Of America). It is arguable weather capitalism can be considered a negative thing, but it has always been controversial.

The concept of ‘form follows function’ is significant in the link between design and capitalist practices “Design aesthetics and the function of the design are always going to be closely linked. People want to buy good design and good design can make people want to buy things. It's the combination that's powerful. I have now reunited them in the term ‘beautily’ the convergence of ethics and aesthetics” (Stephen Heller, 2003, Citizen Designers, New York City, Allworth publications) This shows the two ideas have always worked in a partnership, and although followings like modernism try and get to the pure form of design, in a way design needs capitalist practices in order to thrive in this day in age. It is part of the society we operate in, from this side of the argument it can be decided that design needs capitalist practices in order to thrive.

Stephen Miles stated “Design is indeed socially, politically, and economically constructed and constructed in such a fashion that the cultural condition that is perpetuated is perceived to be a natural one.” (Stephen Miles, 1998, Consumerism as a way of life, London, Sage Publications). This quote states that capitalism is a manmade thing and controlled in a profitable way. Design and capitalism have always been linked together. Some people believe this a good thing, others believe it's not so good. One thing is for sure that design can greatly benefit capitalist practices weather this is for the good of society or not. This quote seems to imply that capitalism is a negative thing but strongly agrees with the fact that the two things are closely linked.

Relating closely to Steven Miles’ quote about design appearing relatively inconsiquential,

Jennifer Daniel said in her talk on design is capitalism she states that ‘design is neutral’ “when they say design what they really mean is money” in her opinion she says that design has been bent and manipulated to aid capitalist practices. This claim shows that design seems to have lost its morals it once followed. Design is less about being aesthetically pleasing and more about being profitable. Design without capitalism is not half as important as when they work together.

Design together with consumerism have shaped our modern society, Nigel whitely stated “Many would argue that consumer led design not only manipulates people and makes them dissatisfied but encourages them to be excessively materialistic as well.” (Nigel Whitely, 1993, Design for Society, London, Reaktion Books). Although capitalist practices can be said to be a bad thing for society but our society has become so accustomed to it that life has become a matter of what we consume, we always require the latest products to achieve happiness or to show power as a status symbol.

In conclusion it can be decided that design needed by capitalism but also design needs capitalism, this means they have no choice but to be closed linked. This is controversial as many people believe that design shouldn't be based around profit, but it is obvious that good design sells.

Outcomes

Visual Research

Cop roundup

Semiotics

Design and Modernism

Digital Production and Distribution

Modernity and Modernism

Print Culture 2

Print Culture And Distribution

Gutenbergs printing press. The age of printing began around 1450.

Art schools

Art schools taught painting, sculpture, architecture, music, poetry.
Somerset House in London was the first sight of the Royal Academy. At this time the art school only allowed men and the men only ever painted men.

Industrial Revolution 1780-1840

Mechanised techniques started to be used, these were faster methods of production and meant things could start to be mass produced.

Class War
segregation between classes working class made their own culture using mechanised techniques such as printing methods.

Books such as culture and anarchy by Matthew Arnold. 1867 this book studies perfection and anarchy within the working class.

Saying that Graphic Design is not a proper art form. Aristocrats produdice against working class.

A 20,000 Year Non-Linear History Of The Image

A 20,000 Year History Of The Image

Lascaux Caves- France

These cave drawings are thought to be the first images made by man. They are estimated to be around 17,300 years old. They were attempts to communicate with a higher power and are thought to have been magical and hoped to answer wishes for good hunting seasons hence the images of hunting.

Cy Twombly (2001) Lepanto, Panel 8 of 12

Twombly's neo-impressionist work is very abstract and to many people is pointless art. But the work is not just paint on a canvas and is thought to be somewhat primal.

Richard Long

There are two types of communication from different circumstances but both meaning the same thing.

Rothko Chapel- Texas

Rothko filled a room with massive scale dark canvases, the paintings are so big and dark and empty that they are meant to make you feel strong emotion. Feels like you are getting sucked in to the paintings. People say that the paintings make you feel tragedy.

Art galleries are places that make you feel inferior, they have a feeling of a higher power. Art galleries make people behave similarly to how you would in a church.

what makes something better than something else? Why is the Mona Lisa so good? in this day in age there are many ways to document, copy and change artworks so art has become less special and the genius has been taken out of it.

In 1919 marcel duchamp made an artwork mocking the Mona Lisa.

Jackson Pollock

The CIA funded jackson Pollock to make works to show that the western world was free compared to the soviet union. The russians comeback to this was russian constructivism wich is shows orders and control.