Year 11 Visual Communication Design Outcome 3 – VCD in Context.

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Year 11

Visual Communication Design

Outcome 3 – VCD in Context

Getting Started

Outcome 3: Visual Communication Design in

Context

On completion of the this unit you should be able

to describe how a visual communication has been

influenced by past and contemporary practices,

and by social and cultural factors. 

From your booklets..

Create a

Prezi/PowerPoint/Poster/Brochure/Magazine pages

or come up with your own presentation which

explores the design movements and factors within

these movements.

Provide a brief overview of the style and its characteristics.

Discuss the historical / cultural / social factors that

may have influenced the development of the movement.

Include examples of poster designs from the era.

Describe how they communicate information and/or ideas

through the use of design elements and principles.

Compare the methods, materials and media used. 

View this Prezi on Design History and take notes from this within your Visual Diaries.

https://prezi.com/5nxlklvbx00i/design-history/

You will need to conduct your own research to gain understanding of the chosen style. To get you started here are a few links;

http://gdh.2rsolutions.cz

https://www.youtube.com/watch?v=nVDYbwYsOdw

http://vimeo.com/55756433

Design Movements Overview

Design Movement 1: Dates:

Describe the characteristics of the chosen design movement:

Identify the elements and principles in the exam chosen:

In your booklet…

Design Movements Overview

Design Movement 2: Dates:

Describe the characteristics of the chosen design movement:

Identify the elements and principles in the exam chosen:

In your booklet…

Design History Timeline

Class task:

Let's examine a group of posters from each period in class. We will see how their initial images were

made and how they were printed.

VISUAL COMMUNICATIONS FROM THE PERIOD 1940 – 1970

Raymond Lowey, 1942.J Howard Miller, 1942.

Saul Bass, 1955. Unknown, Weetbix, 1954

Unknown, Mobil,1954.Fischer, 1943

Contemporary poster based on a historical design movement

The Roles of Media, Materials and Methods

Materials

Media

Methods

Materials and media used in the production of Visual Communications

change due to the influences of new technologies and concerns about

ongoing environmental impact. Design innovation is often seen hand-

in-hand with the development of new materials.

Materials

It is hard for us to analyse the materials used in

historical posters because we can't see the actual

papers they were printed on. Let's assume that

most were printed on white matte paper stock

ranging between 250 and 350 gsm in weight.

Materials

Media

Pen

Scraper board

Crayon

Paint

Inks

Other, mixed media.

Methods

Drawing

Painting

Collage

Photography

What is Post Modern Design?

Postmodernism is the period we are in now.

It began after modernism.

It's aims are generally the opposite to those of modernism.

Historical influences on design can be subtle, perhaps even imperceptible. A designer may look at past designs and analyse examples as a part of research.

What aspect of the design succeeded?

What aspect failed?

What appealed to the target audience?

Answers to these questions can help designers avoid repeating mistakes and lead them onto focus on expanding the successful elements of a design

What is Post Modern Design?

Historical sources for Design

Inspiration and ideas for new design concepts.

Information about techniques and methods of production.

Analysis of successes and failures as reference for design concepts.

Classic use of design elements and design principles that have endured and remain effective.

Visual motifs and concepts that emulate an era, style or historical climate.

Design Movements

USE YOUR BOOKS TO REVISE THE DESIGN MOVEMENTS, ARTISTS/DESIGNERS AND DATES

Arts and Crafts Movement1850 - 1914

The Arts and Crafts movement was a period of British decorative arts, architecture, and landscape design.

The movement called for simplicity and clear function. And believed that beautiful decorative products played a role in the improvement in peoples lives.

Key Designers:

William Morris

Charles Rennie Mackintosh

Margret MacDonald Mackintosh

Frank Lloyd Wright

Futurism 1909-30

Inspired by Cubism.

Futurists were highly influential to subsequent movements.

The written word and printed word were central to the philosophy of Futurism and designs often involved bold, complex and combinations of fragmented typography.

Repeated icons and Roman numerals.

During the 1920’s, many of the stylistic elements of Futurism included strong grid structures, print advertising, book design and magazine layouts.

Key Designers:

- Giacomo Bella

- Umberto and Carlo

Carra, -Edward

McKnight Kauffer.

Parole in Liberta Futuriste, by Tullio D’Albisola, 1924

Dada 1916-23

Established in a reaction of the First World War

This artistic/design/literary movement used experimental

techniques, collage and randomly generated words and

images to create theatre, poetry and artworks.

Although Dada is not usually seen as a design movement,

the Dadaists exerted a major influence on Graphic Design.

Unconventional compositional strategies' and anarchic

approach to visual ‘order’ continued to inspire many

designers in the later part of the 20th century.

Key Designers:

- Tristian Tzara

- Man Ray

- Francis Picabia

- Richard Huelsenbeck

Kleine Dada Soiree (Small Dada Evening) poster by Theo van Boesburg and Kurt Schwitters, 1922, MoMA, New York.

Constructivism 1917-35

Constructivism refers to a primary Russian movement that occurred after

the revolution of 1917.

Constructivist artists developed an approach to design that was strongly

linked to the industrial production of well designed utilitarian objects

accessible in masses.

In print work, constructivists used large geometric shapes and bold

colours to represent industrial products.

Colour and symbolism was important with the revolutionary colours of red

and black forming the main colour palette.

De Stijl 1917-31

De Stijl or ‘The Style’ was a movement established by a small

group of Dutch designers, architects and artists in 1917.

De Stijl designs were characterised by the strong use of large

geometric shapes and blocks with solid use of colour and

defined space.

‘Red Blue Chair’ by Gerrit Rietveld, 1917, NGV

Bauhaus 1919 - 1933

Bauhaus – meaning ‘Building House’

Significant German design school established first

in Weimar and then Dessau.

The director believed that the making of objects

and constructions was an important social and

intellectual pursuit and encourages the students

to follow a functional aesthetic.

Studies at Bauhaus included design, typography,

textiles, furniture design and metal.

Key designers:

- Walter Gropius

- Ludwig Mies

van der Rode

- Marcel Breuer

- Marianne

Brandt

Barcelona Chair, by Ludwig Mies van der Rohe 1929.

Art Deco 1920 - 1939

Art deco refers to a mix of styles that occurred between both of

the World Wars of 1920 – 1939.

The title of the movement came from a Paris exposition of

decorative arts in the 1920s.

The visual characters of the Art Deco style – symmetry, simplicity

and geometry – formed a visual language that was applied across

a wide range if products and artworks.

The style was seen as a celebration of glamorous modern

lifestyles, and it distilled many visual features of modern art styles

such as Cubism and Futurism.

Art Deco influences architecture, interior design, industrial design,

furniture, graphic design, ceramics and textiles.

Key Designers:- Cassandre- William Van Allen- Jean Carlu- Walter Burley Griffin - Walter Jardine- Thea Proctor

Digital Design 1984 – present

The rise on digital based design has had huge impact on the nature of design and visual communications.

Computer based technologies have transformed the digital design space.

EXAMINE POST-MODERN VISUAL COMMUNICATIONS

David Carson, 1992 Student Work

Influences on Design

There are a number of factors that impact designers and their designs. These fall under the categories’ of:

Economic

Political

Social/Cultural Factors

Economic Influences

Designers need to consider buying power as well as the people they

are designing for.

Total buying power depends on current income, prices, savings and

credit.

When the economy is more confident, people will accept a design

that is less of a need and more of a want.

Running costs.

Printing costs and materials.

Profit, value for money, satisfying the client.

Economic Influences

The period between the World Wars in Europe was a time of great social

turmoil and change.

In Germany, defeat in the First World War led to considerable social

disarray as industries were damaged and the economy was ruined.

From these circumstances rose the Bauhaus, arguably the most

influential design movement of the 20th century.

In accepting the need for industrial growth, designers developed the

functionalist approach to design.

Economic Influences

During the wartime, governments often restrict the manufacture of non-

existing items and take over existing factories for military production.

Periods of economic decline affect the industrial and manufacturing

sectors which in turn can have impact on the employment and social

conditions of workers during the depression off the 1930s.

Many businesses closed and consumers had a little money to spend some

appliance manufacturers adopted the streamline designs of the period in

order to attract an audience to new products at a time where money was

scarce and competition between companies was fierce and competitive.

Economic Influences

During the Second World War, many materials were in short

supply and designers what employed on government projects to

develop designs that used alternative materials.

After the war ended, many of the processes established during

wartime were applied to domestic product's new materials such

as Bakelite a persecutor of plastic gave rise to product design that

could be freely styled and formed repeatedly. 

The cost of appliances tumbled during the postwar boom which

fed further development of new processes and materials.

Political Influences

Legislation affecting businesses has increased steadily over the years and has

been developed to protect businesses from each other and to protect consumers.

Laws, government agencies and pressure groups influence trends in designing

and producing.

The designer must consider the effect on pollution levels that their design will

have.

The product and its manufacture may also be influenced by legislation which

controls pollution outputs. This is further complicated by the fact that pollution

controls vary from country to country.

Political Influences

Political upheaval has an impact on many aspects of a culture including

design some governments actively support design innovation through

financial assistance and establishment of schools. 

Controversially governments that perceive subdivision through creative

expression and innovation in design often oppress and persecute those

involved in the field leading to an exodus of talented designers.

This can have a positive impact on other countries which may benefit

from the exile of creative professionals. 

Political Influences

Political change is often a trigger for design governments. The

commission of political posters, visual propaganda and architectural

displays of power or prestige.

In the design movements such as Futurism, and Constructivism

evolved with the support of retrospective governments, and although

these relationships may not have endured, the visual communications

produced had a significant impact on the progress of design.

During times of war posters that promote the cause and those that

protest the war use powerful Visual Communications to send a

political message. 

Social/Religious FactorsExamples

Multiculturalism is the theory that it is beneficial to a society to

maintain more than one culture within its structure.

The impact of multiculturalism on all Australians may be demonstrated

by the availability of a wide variety of foods from various cultures.

Egalitarianism asserts the equality of all people. Some products have

been designed to help reduce inequalities in our society including

products for Aboriginal groups, the disabled, ethnic groups and other

socially disadvantaged groups.

Social/Cultural Factors

Geographic location: where the country or cultural group is in relation to other countries or groups,

and the climate that it experiences due to its position.

Technological development: the extent of the use of technological developments within the group.

Resources available: what the group can use in order to produce its textile products, such as raw

materials, worker expertise, money to purchase necessary items and supplies.

Religious practices: practices which have an impact on the way that textiles can be produced, or

practices that involve the use of textile clothing or items in some way.

Workers' skills and status: the importance of the textiles worker to society, how their work is

valued, and the skill level of the workforce.

Ensuring that the design is not racial in any way, shape or form.

Social Factors

Societies operate in a constant state of change social structures values and

relationships are affected by many variable factors that have an impact both at a

personal level and at a wider community or global level. 

Visual Communications are often a reflection and extension of the society they were

created with in design can push the boundary of the social fabric and often and does

so.

Design can reflect and represent commonly held social values on the one hand, while

challenging and questioning those values on the other hand.

Advertising architecture packaging and fashion constantly challenge the norm. Imagery

and content that is perceived to be unacceptable in one context is embraced in

another.

Social Factors

Design can also direct social change trends are highly influential in many

social groups fashions and trends established by designers through

magazines and the wider media affect what we buy and when we buy it.

The lifestyle associations of the products themselves can dictate what we

purchase, wear, drive or use.

Associated with images that are a learning and desirable visual

communications can direct consumer choice and preference. 

The effect of design at the social level is often determined by culture. What

is acceptable advertising in one country maybe offensive and even illegal in

another religious values and cultural taboo is can determine the appearance

and content of visual communications. 

Social Factors

Visual communications are sometimes used as a form

of social protest street art is commonly used to express

opinions about social and political events or injustices.

Graffiti particularly stencil art is also seen as a form of

creative expression for young artists who wish to make

a strong political or social statement. 

Cradle - to - Cradle

Implying that the C2C model is sustainable and considerate of life and future generations.

Please watch this link:http://www.ted.com/talks/william_mcdonough_on_cradle_to_cradle_design?language=en

Architect William McDonough believes green design can prevent environmental disaster and drive economic growth. He champions “cradle to cradle” design, which considers a product's full life cycle — from creation with sustainable materials to a recycled afterlife.

Technology and Opportunity

Products which appear on the market sometimes

do so as the result of technological innovation.

This is often referred to as technological push.

Scientists, engineers and designers are always

looking for new ways of doing things and always

striving for the ultimate solution to a given

problem.

Technology and Opportunity

Often new technology is stumbled upon in this search.

Sometimes the new technology has an obvious application and

sometimes not. Sometimes technology is transferred from one

application to another.

In other words advances in technology create new products and

therefore new markets.

Sometimes the products are simply better versions of existing products

but occasionally products that have not existed before are produced

creating a completely new market niche.

Evolution of Design

Technology

Music

TV

Mobile Phone

The use of Design Elements and Principles in Visual Communications

Identify = say which design element/ principle is used and where it is

Discuss = describe the element/ principle used using adjectives (e.g. red, blue, rough, smooth) and explain how it works visually, optically or physically

Analyse = describe what effect the use of the element/ principle is having in the visual communication by metaphorically, psychologically or symbolically creating meaning.

Outcome 3

Outcome 3 – Part 1

Comparison of Design Movements and influences on

Designers:

Describe the characteristics and application of design

elements and principles to graphic design (of items such as

movie posters, brochures, packaging) during two periods of

history.

Describe the influences on designers with regards to

economic, political, social, and religious factors.

Outcome 3 – Part 2

Factors that impact on designers:

Select two examples of similar products, such as a TV from 1960 and a

contemporary TV or a phone from the 1920’s and a current smartphone.

Discuss the technology available at the time and how developments in

technology have changed the designs for each product.

Find advertisements for your products from both eras and discuss the

different approaches by each designer.

Suggest why this is. Present this as a written summary, with images or

illustrations to support your response.

Outcome 3 - Part 3

3. Complete a case study

Select a logo such as:

Qantas/IMB/Coke/ Kellogg’s/Pepsi or you can negotiate one with Miss Scherger.

Research your chosen logo. Look at the history of the logo and explain what

changed it.

EG: Commonwealth Bank logo was a government bank but became more

global so needed to reflect this.

- Explain the history of the original logo

- Explain why and how it changed

- What social factors influenced it?

Outcome 3 – Assessment

1. Description of two design movements including the characteristics of each (5 Marks)

2. Description of how design elements, design principles have been applied in the examples from each art/design period. (10 Marks)

3. Identification of the economic factors that may influence designers- includes ‘Cradle to Cradle’ meaning. (5marks)

4. Identification of the political factors that may influence designers (5 Marks).

5. Identification of the social and/or religious factors that may influence designers (5 Marks)

Description of two similar products from different times, including elements and principles (e.g. phone from 1920 – today)(5 marks).

Identification on how technology impacted on designers and designs with specific reference to the examples provided (5 Marks).

Case study: explanation of the history of the logo (5 Marks).

Case Study: explanation of changes to the design and why this may have been (5marks).

Outcome 3 – Assessment

= 50 Marks

Grades

Any Questions?

References