OUGD501 - Evaluation

During this module I have been more relaxed about allowing for the project to change, from the beginning when selecting an essay question to begin researching I originally wanted to look at the influences and links of architecture within graphic design. It was not until further reading and research that I realised that this question would be too broad and difficult to answer. Natural progression within projects is a process that I am still learning, but I have learnt to embrace this change. My essay question moved more and more towards modernism and looking at the earliest advancements in the work of the Bauhaus and De Stijl. Through further reading and research, I feel my understanding of the topic and what defines modernism has greatly improved. In terms of writing I have always found this to be a weak point in my work but in second year I have tried to push this, becoming aware of multiple theorists, finding less obvious sources and try to push my writing to be more interesting and critically aware. I don’t feel totally satisfied with this area but making sure I began my essay early and stayed on top of deadlines made this process much more straightforward.

In terms of the practical side of this project, being honest I found it a little hard to get started, but once I had, I have found it to be really enjoyable and overall I am pleased with what I have produced. Looking into modernism and the work associated with the movement has been really useful, this is work that I feel I know really well and love so it set a great basis for the project. On top of this the work of modernism is so visual and dynamic this allowed my practical to share such dynamism. In terms of the effectiveness of my practical work, through my small questionnaire I found that it seemed to be interesting and visually appealing, the direct nature of the communication was an area that seemed to go down well, as well as the clear links shown between the various pieces of art, architecture and furniture, this was really positive to see. I would agree with the comments that the booklets could have done with more explanation, if I was to do something different next time that would be changed. I would say that the practical work was a little safe and I could have explored some more innovative approaches but one thing that I am really pleased with is synthesis between the practical work and the essay, the inclusion of quotes taken from my essay only added to the communication showing how they tied together well. Feedback has been an on-going process that has really governed my decisions and I feel increasingly aware of the importance of gaining feedback and above all documenting this.

Overall this module has been a great learning curve and my confidence in writing has improved. In terms of my general question and argument it does feel slightly dated and for my COP 3 I would like to explore some more contemporary themes, and again improve from the previous years work as this is progression is really important to me and my practice.

OUGD501 - Planning & Structuring Essay

Introduction

The question 

What can graphic design learn from modernist theory in relation to architecture and visual language?

What will I aim to argue?

Universal design language can be used to communicate to everyone - 

should designers be multi functional? - Design, Architecture 

Architecture and design becomes a cornerstone of social 

the Bauhaus saw architecture and design as two sides of the same coin





De stijl, New Media and the lessons of geometry Jessica Helfand

OUGD501 - Identities & Consumption

* In what ways can products/services relate to consumers identities?

- Everything we buy, wear, consume affects our perception of the person in order to establish and maintain identities and to signify group memberships.

- Everyone is taught from an early age that products and brands have meaning. 

- Material goods have meaning.

- The consumer chooses what to buy and what not to buy. 

-  'avoid certain brands in order to distance themselves from what they stand for'

- 'There is no doubt that individuals make use of goods and services to 'make sense' of those around them, to compare themselves to other, and to signal group memberships.' 'All three examples clearly show a strong association between people and material possessions.'

* How do consumers use products/services within social interaction?

- Defining social groups 

- Distinguish an individual from others.

- Comparing someone else's similarities and differences to ourselves. 

- Challenging self-esteem 

- 'Basically, theory suggests that the sense of who we are is shaped by us being able to imagine how we are perceived by others'

'there are three steps to self-fulfilling prophecy: (1) people must have expectations of what another person; (2) the person (x) who holds the expectations of what another person is like; (2) the person (x) who holds the expectations must be influenced by their beliefs in how they act towards that person (y); and (3) person (y) must subsequently respond by behaving in line with the other person's (x) expectations.' 

* Using the theories discussed: suggest some visual communication strategies that effectively promote a product to its target consumer.

The Ladbrokes life - Building personas that the target consumer compared himself/herself to. 

BET 365 - 'I am part of the world's favourite online betting company', 'and I bet responsibly at bet 365 - Raymondo 

Remel London - ' Get the London look.' 


* Are there any ethical issues?

Should people be judged by what they buy/look like?

Making unrealistic body ideals.

Over consumption

Self-esteem


Summary - 

The essay by Cathrine Jason-Boyd, Consumer Psychology explains the relationship between identities and the consumer. Explaining that everything we buy, wear, consume affects our perception of the person in order to establish and maintain identities and to signify group memberships. Stating 'There is no doubt that individuals make use of goods and services to 'make sense' of those around them, to compare themselves to other, and to signal group memberships.' these three examples are explained again through Higgins self-discrepancy theory explaining '1 Actual self - the way people are at the present time. 2 Ideal self - the self that we aspire to be. 3 Ought self - they way we think we should be'. Through social groups is another way that the relationship between identities and the consumer can be effected. 'Tajfel described social identity as "that part of the individuals self-concept which derives from their knowledge of their membership of a social (or groups) together with the value and emotional significance of that membership (1931,p.255). It is increasingly common that groups use consumption to signal to others that that they somehow belong to each other' This relationship between identities and the consumer can be exploited by the designer whether this is ethical remains to be seen. In terms of creating personas for target audiences this way of thinking about how consumers react to brands can be use to the designers advantage. 

OUGD501 - Study task 05 - Studei brief 02 Research

Research for practical work.

Task 1: Contextual Research.

- Louis Sullivan - Form Follows Function. - Modernist fundamentals

- The Bauhaus - Walter Gropius - German Architect founder of the Bauhaus. - 

"The ultimate aim of all artistic activity is building! ... Architects, sculptors, painters, we must all get back to craft! ... The artist is a heightened manifestation of the craftsman. ... Let us form ... a new guild of craftsmen without the class divisions that set out to raise an arrogant barrier between craftsmen and artists! ... Let us together create the new building of the future which will be all in one: architecture and sculpture and painting." - Walter Gropius 1919

Joseph Albers

Lazio Moholy-Nagy 

Mies Van De Rohe - Less is more, God is in the details

Piet Mondrian -  De Stijl 

Theo Van Doesburg - De Stijl

Gerrit Reitvield - Furniture design

Reitvield Schroder - De Stijl House

Le Corbusier - Modernist Architect - Social Planning

Massimo Vignelli - The Vignelli Canon

Total Design - Wim Crouwell, Ben Bos, Benno Wissing, Paul Schwarz, Dick Schwarz - Dutch Modernism - New Typography

Experimental Jetset - Statement & Counter Statement - Contempary Modernism 

Task 2. Target Audience Research

Geographic - Western World, Europe and North America 

Demographic - Designers, Architects, Creatives, how this relates to the outside world.

High to medium income design solutions. Branding companies, Buildings. Conscious design world. 

Psychographic - design theory, design strategies, socialist, modernist, postmodernist, design for the future. Shaping the world through design. 

Persona 1. 

British male designer, working for an architects firm, design conscious, design educated. Interests in typography, art, architecture, design and the creative industry. Medium to high-level income. Socialist. Politically aware. Knowledge of architecture and design.

Persona 2. Dutch Female Creative. Working for a design studio, design conscious, Interests in typography, art, architecture, design and the creative industry. Loves modernist architecture and ideas, Interested in design driven architecture. Knowledge of Total Design Studio. 

Persona 3. Design Student. Tentative knowledge of design, eager to learn about design ideas, Interests in typography, art, architecture, design and the creative industry. 

Task 3. 

Reitveild Schroder House.1924

TP 1 radio/phono combination, 1959, by Dieter Rams for Braun

Wim Crouwell, Stedelijk Musuem Poster

The Farnsworth House was designed and constructed by Ludwig Mies van der Rohe between 1945 and 1951.

kiosk design by herbert bayer 1924 

OUGD501 - Defining -

1. Research Question - (initially)

What can graphic design learn from architecture in relation to social and aesthetic issues?

What are the continuities of architecture and design in principles and practice?

What is there to study? - De stijl, Modernism, the ideologies of architects and architecture, Ideologies of graphics, form follows function.

Looking at ways of working, branding, exhibition design. 

How can we know about it? - In the architecture, in critical writings on both graphics and architecture, museum branding (closer links with architecture). The history of architecture and design. The classics of design and architecture (Mies Van de Rohe, Walter Gropious, Le Corbuiser)

How do we study it? 
Through first and second-hand observation, theory, principles, ideas and theories.

2. Defining the design problem - 

What role does architecture have in influencing the modern day graphic design?

What can graphic design learn from the principles of architecture?

3. "Client" needs or requirements -

The design community? Architects? 

4. Audience - 

As the project looks at the theory and principles of architecture and design then, designs are architects are the audience.

5. Mandatory requirements

Work with the theories and principles of architecture, be recognisable as architectural influenced graphics, Exhibition branding, Stedlijk Museum. 

OUGD501 - Essay question thoughts and ideas

Question

Architecture and Graphics, after thinking about what to pick for an essay questions as I feel COP is something I feel I need to improve and really try and enjoy in level five picking a question will be key in my engagement with the work. Architecture is a subject that has always been an interest and there are many connections with the ideologies of architecture and graphic design and design more broadly. The connection of lack of connection with architecture and graphics is a area that could have many interesting and critically engaging enough to formulate research and and essay. Outlining possibilities for this question was something key to highlight for the initial steps of this project. Using the planning and structuring and essay document on estudio as a basic guide I listed the following ideas and themes. 

Initial broad question. -  To what extent does architecture influence graphic design? 
- This question not specific enough and needs refinement. Identifying this overarching theme first would allow me to break it down. The next questions are refinements that are more sepcfific of the orginal quesition. 

How has architectural ideas of the Bauhaus influenced modern and postmodern graphics?

What role does contemporary architecture have in influencing graphics and typography?

What do I aim to argue? - Graphics and Architecture... areas of interest and connections between them.

• What are the links between? 
• Differences in practice? 
• How regimented the structure is? 
• How rules are followed and broken? 
• Social Obligations? 
• Shaping the future? 
• Links with space and atmosphere? 
• The common connection of way-finding? 
• Building a landscape? 
• Following trends? 
• Use of the grid systems? 
• Cultural Changes? 
• The art of simplicity? 

Possible research points - 

• Dutch Design and the Netherlands

• Ben Bos, Wim Crouell (Total Design)
• De Stijl 
• Piet Mondrian 
• Theo Van Doesburg 
• Rietvield Schroder
• Modernism
• Experimental Jetset
• Le Corbusier
• Walter Gropious (Bauhaus)
• Form follows function
• Brutalism
• Mies van de Rohe
• Engineering 
• Dieter Rams
• Gregory Hodkinson 
• Humanistic architecture.
• Oase Magazine