Professional Journal 2 by Aria Wong

Phase 2

ARIA MING-SHAN WANG

Every page is an visual experiment as well. Emjoy!

Workshop by Sara Carvino/ Guest workshop: CPB

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A trip to Ireland

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TATE Modern

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The relationship between Classical Music & Broccoli

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Classical music therapy

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Stuttgart workshop

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Interview: Unipapa

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MA Project

The combination of Art: Classical music and visual design Project development Survey results and reflection st

The 1 visaul experiment

P. 19 P. 20

Case study Fat, round and Sans Serif

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Fat, round and Sans Serif: Experiment

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Serif experiment

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Typography layout experiment

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Risograph, silk screen printing

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Could packaging be ny outcome?

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How audio engage with people? New logo & Bauhaus experiment Humor in my design

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Humor in my design: Experiment

References

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How creative ideas came from? I’m always struggling with this question when I see great design work. Inspiration are everywhere, it’s cliche, but true. In Sara’s workshop, we discussed about what good design is, which are effective, speaks to audience, suitable for audience, innovative works, problem solving and visually pleasing. Those terms are all from our daily life. We observe, then design to make our life better and much more convenient. In my opinion, design is bound to economic. To be specific, if people are happy with the status quo, and live a peaceful and stable life, they will start to pursue beauty in life. In addition, western design are recognized as well developed examples, for the countries are already highly developed dozens of years ago. Due to the education system in Taiwan, usually we are being suppressed and confined, quite different than western. Most of the professors are in my previous generation, in which are when design started to form in Taiwan. They have great aesthetic sense, no doubt, but they don’t value the importance of getting inspired from anywhere and anything. I still remember the time when I was doing my BA’s graduation exhibition, we were being ridiculously “commanded” not to go anywhere to relax yourself, but sitting in school’s tiny studio and keep generating ideas and designs, or you will being shamed in front of the whole class and fail your grade. I think those elderly designers in Taiwan mistook the traditional methods of high school students studying day and night in order to get into a good university (we used to go to school for 11 hours and forced to stay after school to study for three more hours on weekdays), but I don’t think that will work well on design thinking. Fortunately, new and young designers and startup design studios in Taiwan has invited western way of developing ideas and creativity, even having organizations to arouse people’s awareness towards design. Most importantly, they value the process of thinking instead of the outcome is the only thing that matter. And that was my first expose to the “true” design thinking.

In guest workshop by Coley Porter Bell (CPB), they talked about their cases, like the packaging design for Tesco, and showed us how they usually process design thinking.[FIG 1] Before that, I already noticed that the design in Tesco is visually pleasing. Seeing those packaging in the first time, cheap prices never came to my mind until I saw the price tag.

[FIG 1 ]

[FIG 2 ]

CPB taught us to use mind map and mood board to generate ideas in the workshop for the brand “Boots”. To be honest, it was quite hard for international students to brainstorm about Boots, such as the question “what character represent Boots”, because we really don’t know many British celebrities, but in our home countries. Also, I barely go inside Boots for shopping, so I didn’t have many ideas about it. However, we can use any imaginary to design “the Boots you want it to be and promote”. They said “It can be anything and don’t have to be practical”, I love when we are doing design without any restrictions, but simultaneously, it can also be challenging, since it literally can be anything. We separated into groups and cut out related images that suit for our concept then designed into creative mood board. Paris and me, were the only two MA students left in the workshop and we made a team together. We design Boots as a department store mixed with the idea of IKEA with the feeling like home, hoping customers can relax when shopping in Boots and know the direction for whatever product they are searching for, with sign drawing on the floor clearly. [FIG2] Generating ideas, there are no right or wrong and every group’s work is unique and interesting that was beyond the reality.[FIG 3] Design is basically based on observation, communication with people, and experiences. In fact, some design are developed by impractical ideas, like my previous design of a cockroach trapper, I used to think of “why not build a castle for them”, like a paper craft. That is how delicious design can be when brainstorming about the topic, instead of jumping into the solution straight ahead.

[FIG 3 ]

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For my project, I need to look for ways of demonstrating my ideas to the public in a creative and perhaps, interactive ways, since classical music seems boring and far-fetched for most of the youngs and that’s why we went to the National Gallery of Ireland and Trinity College of Ireland: the Science Gallery for inspirations. The National Gallery is too big to be explored in a afternoon so unfortunately we didn’t have the chance to witness all of the works. However, I was inspired by the oil paintings of Jack B. Yeats and Norah McGuinness. [FIG 4] FIG 5] With its blurred strokes of colors, made it much more interesting for the audience to make their own interpretation, which similar to the classical music. Last phase, I have thought of perhaps geometry shape can be applied on my design, for its simple but also can be interpreted in a complicated way. And those painting with the style of “vague but not too vague” in the Gallery made me think of perhaps I can employ this methods on my final outcome. Stained glass are quite popular in Ireland, from the windows of the pubs to artworks displayed in the National Gallery of Ireland, that I got the chance to look closer in the artpieces. [FIG 6] FIG 7] [FIG 8] Stained glass seems so far away for me, since it usually contains religious meaning like Christian or Catholic that aren't popular in Taiwan. I found the glass was employed by different materials into the color that made it more vibrant.

[FIG 7]

[FIG 8]

In the Science Gallery in Trinity College of Ireland, the “Intimacy” exhibition was holding. Interesting is that, as the advanced of technology and the walls built up between people after growning up, we tend to caring the things of our own and lose personally touch with people. The concept of the exhibition is to engage people having contact in or outside the gallery. The first design displayed after going through the entrance was “PLEASE TOUCH” [FIG 9] with bright red sticker rolls hanging on the wall, attentiondrawing, strong and directly that intrigue me to look further for more design. There's one installation that I left a deep impression of all, which is a telephone booth, called "Hello Machine". Before I saw the design concept, it was ringing. [FIG 10]Confused as I was ,“There’s a ringing phone in the exhibition and it did not look like a phone for the staffs”, then I picked it up for it didn’t seem to hurt a living. And so my conversation with a total stranger began, an Italian student. The Hello Machines are situated worldwide and if you hear a ringing on the phone, you can pick it up and strike up a conversation with a stranger from different part of the world; or if it doesn’t ring, you can just pick up the phone and it will call automatically to another Hello Machine until you get connected. It is a fascinated design, like a talk-to-stranger website, you can chit chat everything since he or she doesn’t know who you really are, but this time, you get to hear a voice. It reminds me of nowadays young people don’t like to talk on phone due to the advance of the Internet. Instead, we just message with friends and family, to avoid the possible upcoming awkward silence during the phone call and that’s why I haven’t use my phone for calling for a long time. However, it is always nice to know a new friend and to be honest, I feel quite amazing to talk through

[FIG 9]

[FIG 10 ]

phone actually. It is an old fashion way but a bit nostalgic, just like handwriting letters, it got its own specialness, more intimacy. When doing the “Leap” project in last phase, we were struggling with the activities for people to engage with the expo. This “Intimacy” exhibition was quite successful in letting the audiences having contact and fun in the gallery. There’s one activities involving two participants to do when in the gallery, to draw one another seated across you, could be your friend or a stranger just happen to come to this exhibition. [FIG 11] It is interesting that one should observe another in order to draw their appearance and usually people don’t look that clearly enough on others details.

[FIG 11]

To engage audiences is part of the aim of my MA project, since I want people to have an open mind towards classical music. Although having some bias towards it, bringing people together that interact with the design might give them a different view of classical music. In fact, there are many ways to trigger one’s sensory that bring out nostalgia feelings, and one of them is by listening to music. I can still remember that whenever I heard some specific melody, it will trigger memory that the other time I was doing or with someone with this music playing behind. To put it another way, if my design having music playing behind, it might create a new memory for the audiences of seeing my design of the classicals with the new visual. And that, a perception of classical music will be established.

How I learned and inspired from the exhibitions in TATE Modern, on Feburary 2019.

In order to find out ways to engage people with classical music, I went to TATE Modern for inspiration. I found out that most audiences stopped by the artworks if are designed to be interactive. In fact, there’s one section called “Start Display”, which full of simple graphics with saturated colors [FIG 12] and a small definition besides that listed a few questions such as “What is your first reaction to the work?” “ Why does it make you feel or think like that?”. Those questions seem so simple but also, thoughtful and it could also be complex if we gave the artwork some insights. Art pieces don’t have any specific answer, and so is music.

[FIG 12]

I had once signed up for classes about classical music back in my BA degree. The class wasn’t aim for professional participants, but for any student who would love to know more information about classical music. We listened to whatever classical music our professor played on the device, and we discussed about our feeling towards it. Interesting is that, even though the music seems to be delight and cheerful to me, it may be sad, sophisticated for another. It manifested that the feeling towards classical music also goes with the mood you are in as well, for there’s no lyrics, but your mindset and experiences.

[FIG 14 ]

I consider that Artist Rooms: Jenny Holzer’s exhibition is the most impressing design that displayed throughout my visit. The installation is unforgettable that requested the audiences to stop for a few minutes to observe the words on the neon, electronic signs. [FIG 13] [FIG 14] The colors are quite eye-catching with the text kept popping up, as if it was saying things out loud. It also showed the power of typography, with different sizes or media, that provided different atmosphere.

[FIG 13]

In website The Art Story, says that “Pop artists celebrated commonplace objects and people of everyday life, in this way seeking to elevate popular culture to the level of fine art. Perhaps owing to the incorporation of commercial images, Pop art has become one of the most recognizable styles of modern art.”. The first glance for pop art, for me, it’s fresh, it’s delight for the bright, dynamic and saturated colors, and the themes are highly associated with our life. However, if take a second glance, they all look alike and doesn’t seem that meaningful with massive duplicated images or graphics, but all about commercialized artwork, and that is what I think of Jenny’s work as well.

[FIG 15 ]

When the first time entering the room with electronic signs and neon lights, I feel like I was surrounded by the creative ambience. [FIG 15] Nonetheless, if walk around her works, then would find out they mostly exert the same technique that made it plain afterall. Although my opinion towards her works, I found that people usually feel more engage with the artwork that related to their daily life. There’s one room with 12 suspension mirrors, and blue lines taped approximately 130cm height [FIG 16] and was designed by Polish artist Edward Krasiński. With the reflective surroundings, it expands the space and creates illusions that made me think of Robert and Trix’s works that exhibited in Nottingham Contemporary last 7

[FIG 16]

September. The installation consists of simple things in our life, mirrors and tape; however, the artist managed to combine them together that make it interesting. Remembering in last phase, my project one was “Extra Ordinary” and due to that practice, I initiated to notice what thing is special though our life is ordinary. In fact, the inspiration of most great artworks came from our daily life. Classical music is everywhere, like in the movie, in the cafe, but rarely be brought up as an interesting thing, so it could be categorized as “ordinary” things in our mundane life. To let the audience started to open their mind towards classical music that it can be interesting and enjoyable, my project should combine it with other ideas together with visual and perhaps audio as well, and try to think of the design that can engage people around.

"Enhance your own ability, be the best you can be – but don’t keep that for yourself. Share it, expose it, give it and try to enrich other people with what you have managed to achieve." - Nicola Benedetti Nicola Benedetti [FIG 17] is a prominent musician, and the lack of classical music in education system was making her upset. The reasons that classical music was marginalized in school is due to the perception that kids don’t find it fun as well as the government cut of the funds. Therefore, She initiated her funds aiming at children or teenagers, teaching them the way she learned music and hoping they can grasp the meaning or be inspired. She suggested that learning music is like having healthy diet. She said that "Children are told to eat broccoli, and they should be made to listen to the

classics". In addition, in the interview on Sundays’ Event magazine, she said that “It drives me crazy when people say, they don't like that kind of music, they like Britney Spears!." I'm like, "They also don't like broccoli and would rather have candy, but we still know that broccoli is good for you.". I had encountered the exact situation as she did, but I didn’t manage to reply in such wisdom; instead, I said nothing but went crazy in my mind wondering why people don’t ever get the beauty of the classics. Additionally, she raised the question that "Surely education is something that should

[FIG 17]

be determined by adults and not by kids?”. In fact, when I was four, I was the one begging for my mom “please let me learn piano. I think I have great passion for it.”. However, I think the environment when a person was growing up is also important. Take myself for example, I was grown with classical music even when I was still in my mom’s womb (she played it on devices every day and night, for that classical music is good for baby). In addition, during my growing period, my mom played the classical CDs all the time and that impacted me a lot that when I grew older, I always played it on devices automatically or even asked my parents to take me to classical music related event. Other example, a famous one, the prodigy Mozart, apart from his great talent, no doubt, his father was a musician that he had the resources to get highly exposed to the classics and generate more interest. For me, music can be fun and enjoyable. Henceforth, it also provides a sense of deeper meaning in history and the understanding of humanity. Different period of music has its own background stories, from church and religious choirs to Baroque, Classical, Romance, and contemporary classical music.

Funny is that the visual of classical music, people tend to think them just an old and long time ago entertainment for aristocracy. That made those classical music albums or videos on Youtube all about portraits of the musician (some of them are black and white, serious but creepy), scenery landscape or terribly photoshoped images. I started to wonder can the visual be contemporary, or a bit fun in it? Different from Nicola’s doing, I don’t want to do anything around education, since I want my project close to myself, as a result, my target audiences would be people aged around me, from 20-39. On last phase, I already discovered that the biases for preferences has already built in that age group. So the technique I’m going to apply on my MA project should not be forcing them to accept my opinion towards classical music, but using another way of thinking to tackle. In fact, the broccoli theory was an inspiration. It sounds so ridiculous with the title “Treat classiclas as broccoli”, might be a way to attract audiences’ eyes and hope to open their mind for classical music.

There are scientific evidences that show the benefits of classical music. In this article, I will reveal the secret of the mighty "Mozart Power". I personally don’t like taking medicines or treatment, for I convince that if possible to use the most natural way to get recover could be the best remedy for our body, such as exercise or healthy diet. In fact, a pharmacist named Catherine Ulbricht, believes that when it comes to healthcare, she will stick to the “do no harm” motto. Before resorting to pills, she recommends that to first try the least invasive way to feeling your best as possible, like a stresspreventing measure, special diet, or yoga. According to Catherine Ulbricht, she suggests that in Chinese medical t h e o r y, t h e f i v e i n t e r n a l o r g a n a n d meridian systems are believed to have corresponding musical tones, which are used to encourage healing. In fact, music is usually associated with one’s mood. Different genres of music differ in the types of neurological stimulation they evoke. Despite the fact that classical music has been found with comfort and relaxation, rock music may lead to

discomfort. Moreover, classical music has the ability to achieve its therapeutic effects of relieving the pain that it helps one’s brain to reprogram by focusing on the music rather than the physical pain. Besides, researchers in Finland has found scientific proof that classical music can impact one’s particular brain’s gene expression, resulting in positive effects on cognitive function (such as learning and memory) and dopamine production. In addition, it also lower cell activity such as synuclein-alpha (SNCA), which is known to lead to neurodegeneration that it confirms that classical music could offer neuroprotective benefits.

Classical music can also help uncovering hidden emotional responses and stimulate creative insights. To put it simple, it could be another way similar to meditation. Also, it can be used in the classroom to support children in the development of reading and language skills. In addition, there are five conditions that had already proved by scientists, which are autism, depression, dementia, infant development and sleep quality. In fact, my mom used to listen to classical music while she was carrying me, since that there is evidence that classical music played to the womb during pregnancy may lead to children being more responsive to music after birth. Furthermore, soothing music may help newborns be more relaxed and less agitated as well as increasing feeding rates, reducing days to discharge, increasing weight gain. They may also have reduced heart rates and a deeper sleep after music therapy. We are dealing with pressure everyday and we are finding ways to relieve it, such as meditation, exercise and listening to music. Since we are in a fast-paced life and being stressful, no matter family, work, or finance, we might have sleep deprivation due to trouble in mind. In fact, classical music may result in significantly better sleep quality and extend sleep duration, greater sleep efficiency, shorter time needed to fall asleep, less sleep disturbance, and less daytime dysfunction. There are many benefits from listening to classical music mentioned above, but that was not just it. Several studies have shown that classical music can also enhance physical performance, such as making you cycle harder, running faster, boosting endurance, and improved overall motivation about exercise. There’s a term called the “Mozart Power”, for me, it is rather a magical power.

Studies in Germany has shown that driving on national highway when listening Mozart can lower drivers’ aggression. There’s also a saying that it takes less time to complete tests, get more answers right overall, and even more powerful is that it can gradually improve their IQ when listening to Mozart. I think the result of Mozart Power has been exaggerated and the much logical way to interpret this situation is that classical music did assist us to focus more on the task that given and simultaneously eliminate the tension we had, so that it will be easier for people to achieve their aim. There are some benefits with and without e v i d e n c e t h a t i t d e p e n d s o n o n e ’s experiences and experiments afterall. However, we can’t neglect the certain power of classical music.

[FIG 18]

Having a few experiences of learning a little product design program (Fusion, Rhino and Keyshot) and Adobe After Effect and Premiere CC, though never manage to understand it thoroughly, so it never occurs to me that it is possible for me to enjoy 3D design and animation on Blender. In fact, I have learned quite a lot in the Stuttgart workshop and had a great time there.

Can classical music combine with 3D design?

[FIG ? ] I am aware of that it is the current trend that combine graphic design with motion graphics or other animation techniques and it would be an extra point when applying for jobs. I once heard of a friend, who has a good sense of layout design; however she didnâ&#x20AC;&#x2122;t get the internship which she wanted so bad. Infact, She earned into the last interview with another opponent and the reason she lost is that she didnâ&#x20AC;&#x2122;t know any animation technique then.

I convince that it is always better to get over well-prepared and the workshop is a great opportunity to learn more about new ability. Blender is a free application and quite easy to work with, compared to other programs I have learned before. To learn a new application is quite tricky at first, always, due to if got lost at some point of the teaching, you will lost since then. As a result, I considered that it is important to listen carefully

and document notes down, and if any question, need to ask immediately. The two guests are quite nice and patient that took us step by step. Besides, I rarely got lost, and if I did, they were always willing to help me to find out where the mistake is or the next step should be. We have learned how to build shapes, roberts, space, and make the character animated. [FIG 18] [FIG 19] [FIG 20] [FIG 19]

For me, the most interesting of all is that the lights and shadows that casted on the object, since it creates different vibes due to different colors and angle. I have posted a few photos on Instagram to test my friends, who are my target audiences as well, and in fact, many of them were asking about the work I was doing in the workshop, for it really catches their eyes. Additionally, when watching the screen with 3D objects, I can always come up with some weird but cute ideas for the visual [FIG 21] [FIG 22] , which I considered it might be cool if I exert 3D images into 2D visual. In fact, there are many classical music visual out there, but I never saw it with 3D design before and I want to be unpresented, so it could be a great idea for my project and I am going to experiment it on next phase.

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[FIG 23]

Unipapa redesign old, ugly Taiwanese daily necessities into stylish products and emphasize how powerful the influence of design and younger generation can be. When it comes to product design, Unipapa is the company that come to many Taiwanese mind though it was established just for two and a half years. With such short period became a well-known company, there must be some unique traits of it. In fact, Unipapa is an online business platform and they offers free designs and marketing strategies in trade of being the only selling source. The CEO, Jimi [FIG 23], who was in the age of 30 when he funded this company, leading the company with only 16 employees, all young people aged between 24 to 36. With product design background, he noticed that there are many good products in Taiwan though the design are quite outdated. Besides, their produce daily necessities that used to be neglected by the public of its improtance in their life due to the old style branding and company images though. He decided to cooperate with them by giving

free design and marketing strategies though he was a nobody then and was mistaken as a fraud for many times. I asked Jimi where the free design idea came from, for he also know the design industry pretty well that designers being exploited isnâ&#x20AC;&#x2122;t a news. He said that many people used to ask him for design and inquire for the design price but they are rushing to gain more profits, instead of growing regular customers and even worse, some of them were not so clear about their own marketing direction. When seeing their products [FIG 24] , the colors are simple, either black or white and you can barely see the logo that it is hidden in the most remote spot on the product, though you can still tell the product was designed by them by the specific design style. It is obvious that they appreciate the spirits of less is more. In fact, Jimi said that simple style was prosperous since the second industrial revolution. The simple style he wanted is not only just the look of it, but also with the intricate details and new techniques. He said that we all appreciate Mujiâ&#x20AC;&#x2122;s design, which is a worldwide Japanese company that sells daily necessities with clean, neat design; [FIG 24]

however, it is uncommon to see such nice design of daily supplies in Taiwan. As a result, he decided to dedicated in leading Taiwanese good design into public’s life. Jimi said that design is not just for design, that it should be design for the audiences. Additionally, it is important to hand out survey to know the details preferences of the customers as well as the design team has to cooperate with the marketing team to know better of the business they are designing for at the very beginning phase of designing. After the product is produced, to communicate with the customers of the functions and traits with honesty is as well important, so that they can love the product genuinely before and after buying it. In my opinion, designers should also have a sense of marketing strategy, so that we can sell our work out to the public. I love their way of marketing, that they think in creative way that standed out from other competitive companies. Not only did they convey the information of the products but also send a different view towards the customers. For instance, the product that made them famous is a mop that was invented more than 10 years ago in Taiwan and its userfriendly function has been appreciated by the massive users that almost each household has one. However, the visual of the mop is ridiculously ugly, with the colors of purple and green, it is not an eggplant and it also are the only two colors that witches and bad guys in storybooks will have. In addition, if put it at the corner of the accommodation, it is easy to locate it immediately, for the colors are making it stand out in the place with the worst color combination of all times. In fact, the Unipapa’s team redesign it in all white. It’s simple but it’s the color you will never get tired of. Some customers will assume that they just change the colors of the original, but actually they designed it much more easier to use than before. In addition, hey came up with the advertise of “adverse thinking”, instead of finding a beautiful young model to take a photo along with

the mop, they chose the elderly. Dressing them into fashionable style with hand holding the mop and the bucket, conveys the idea of who says that the mop and old person can’t be on trend as well. [FIG 25] [FIG 26] The slogan of promoting the mop also puns with the swear words in Taiwanese, making it much more interesting. [FIG 27] There are many young people choosing design as a career but give up after a few years working in the industries in Taiwan due to the design phase just started several years ago and it is still growing that it can be tough if working as a designer in the status quo. However, Jimi said that he wants to let the public to know the power of design and young people can be influential.

[FIG 25]

[FIG 26]

[FIG 27]

Survey result and reflection Discovering how my target audiences feel about classical music, I carried out a 10 question survey to find it out. It turned out that most audiences bear neutral opinion towards classical music. Although most answer received about classical music are quite positive, such as it is relaxing, peaceful, intelligent, powerful and atmospheric, it is not their first option when it comes to choosing music to listen to or engage in classical related events and I still get the reaction of twisted face like they are consuming almost inedible food when hearing me going to classical music concert. And that’s why the moment I found a friend in my age, who also love classical music, I was in ecstasy that we found each other, like the last two survivors at the end of the world. The weird situation of young people said about their feeling towards classical music doesn’t match with their actions. Likewise, it could be the same phenomenon as the issue of LGBTQ+ that people assert they support it but they doesn’t seem to have an open mind towards it, such as when they heard that one of their friend could be gay and they feel terrified of his friend could fall for him. Initially, I thought of the reason that keep the youngs away from going to classical music concert is because of the formal dress code. In fact, I asked this question in the survey and listed checkbox in “it 19

is a courtesy to wear formal”, “smart casual” and “I hate dress code and I want to wear whatever I like” and most of the participants still think it is necessary to wear formally though there is a trend in formal occasions to dress smart casual. As for me, I love to dress up due to my daily routine is simple that are just school/work and home and there are not too many chances for me to wear pretty formal outfit. The American wedding culture has a saying about “something old and something new”. “Something old” symbolizes the bride's relationship and continuity with her family's past, and “something new” represents the hope for the future and optimism. The philosophy can be exerted in different occasions nowadays as well, like in my project. In fact, classical music has been for hundreds of years and it has already formed its tradition, like the dress code. Nonetheless, the visual of classical music should be redesigned but should still keep some elements of the traits. Additionally, there are several changes compared to hundreds years ago, like the audiences used to be higher social class and now it has turned to the public, and many concerts are combining new techniques. While I was sending my research, I found a memes online about people whining about the cost of classical music is too high, and one replies “Yeah! and so is Beonyce’s”. I used to think of the cost might be the reason for young people engage in classical music. However, in the

end, it is just purely classical music that isn’t there first choice when it comes to music genre.

The first visual experiment Classical music, the first font that came to me are curve lines and hand scripted, sound so cliche. Indeed, I tried to make it calligraphy in a nice way, still, old school. However, I managed to come up with the idea of aligning all the characters above, which makes it looking like music note on the sheet. [FIG 28] However, my design is supposed to look attractive to the youngs, since classical music has a reputation for being uncool and a thing for old people. So, what is considered cutting-edge typography design is really important to find out.

“The public theater 2014-2015 campaign” minimum colors into in black, white and yellow, with tilt font that made it look like “with a speed”. In addition, It was about filming, so using frames to cut it into storyboard-like images with italic words as if hearing the dialogue being shouted out. [FIG 31] [FIG 32]

[FIG 31]

[FIG 32]

[FIG 28]

Case Study Analyzing all Pentagram’s work, it is obviously that the design trend has been changing years by years. The works recently has become more and more bolder with big, fat typography. For instance, in project “Shakespeare in the park 2015”, we all know Shakespeare’s works are considered important in literature, so it gives us a feeling of seriousness. However, the design made it quite vibrant and challenging with the hot pink topic placed big enough to fill out the whole poster that in contrast with the smaller black context lied diagonally across it. [FIG 29] [FIG 30]

[FIG 29]

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To s t a r t w i t h m y v i s u a l d e v e l o p i n g , designing the logo of classical music was the first step, for logo is the initial connection to the audiences. In fact, good logo could tell its own story. As Paul Rand said “A logo derives meaning from the quality of the thing it symbolizes, not the other way around.” [FIG 33] [FIG 34]

[FIG 33]

I am impressive what Paul Rand had achieved in the design field that push the boundaries and I don’t deny his influences. His design works are easy to recognize and was highly appreciated; however, those design seems to be a bit old school nowadays. Of course, the trend has changed. Like the logos was changing in 10 years of Google and Facebook. It is obviously to see that fat, round and sans serif font are in the current trend. Interesting is that, if we look at the compared images of ten years and now, we would spot the difference immediately, though we used to neglect the small changes year by year.

[FIG 34]

Paul Rand plays a vital role in design field and some of his works are considered classic, since he pushed the boundaries of graphic design and brought out new creative ways of design. However, I have only heard of his works of logos and some posters, not advertise, which the style of it was quite different than his other works. It is said that he also played a vital role in setting the pattern for future approaches to the advertising concept, regarding his ads design are fused into a symbol though it was consisted of words and pictures. [FIG 35] By combining images with handwriting, it makes the ads quite unique and stands out from others, which was printed and digitized. In fact, it reminds me of DADA picture collage, a bit humor inside the work and so I looked up into the timing and it matches.

Fat, Round and Sans Serif “Jazz at Lincoln Center” by Pentagram [FIG 36] , the first thing that catch my attention is the circular with an empty square placed in the middle, which has also become its icon and was highly used on associated design. It looks like a disc, or a music note; however, if take a double look, it sort of like Chinese ancient coins, and that made the symbol weird for me after since. I believe it is a trend now to desgin in round shape, no matter the pattern or the typeface, and that could be the reason of Jazz at Lincoln Center choosing it for design, to convey the idea of “unlike other performances, we are much more interesting and contemporary, as the visual you see”.

[FIG 36]

[FIG 35]

Art was derived from history and culture though sometimes it could be hard to comprehend, and classical music and fine art are a great examples. However, Many museums has already changed their branding into much modern design, and perhaps adding interesting or unpresented elements in it. For instance “Museum of Art and Design” [FIG 37] [FIG 38] [FIG 39], the typography was shaped into geometry shape but we can still somehow tell the alphabet. The visual was full of fun and colors, making art and design easier for the public of all ages to approach. Additionally, big, fat, and perhaps almost unrecognizable font, was trending again and in my opinion, it quite looks similar to Bauhaus. I think it’s worth to try this technique in classical music’s visual design, for the cover or visual of classical music still design with serious layout or painting, making it sophisticated after all. Despite in recent years, the design of classical music has changed with the current trend a bit though it still can’t get out from the typical impression.“Detroit Symphony Orchestra” by Pentagram years ago [FIG 40] [FIG 41], was an example with its typical and serious design though it looks well designed and elegant.

[FIG 37]

[FIG 38]

[FIG 39]

[FIG 40]

[FIG 41]

[FIG 43]

[FIG 42]

Fat, Round and Sans Serif: Experiment With above researches, then came my design of choosing Horatio D as font. With round font, giving it an approachable and playful feeling and I hope using this methodology could arouse the interest of my audiences. Avoiding all the “typical” type of design for classical music, such as serif font, serious-looked font and layout, I want to create a brand new image for classical music. In fact, I had tried different composition and also using the previous idea of aligning all the character above. By filling the C and M, to made them graphic-liked. [FIG 42] I was inspired by i-D magazine[FIG 43] [FIG 44], so I tried playing with images and typography in a fun design. [FIG

[FIG 45]

45] [FIG 46]

I believe that fluorescent colors are symbols of the youngs, for its full of dynamic feeling. However, I feel that this design might not be the outcome I’m expecting. In addition, I have tested on my audiences and they suggested that the C actually looks like an opposite D and the logo still looks somehow quite serious though the layout visual aren’t and they quite like the way that I turned the visual in such fun. [FIG 46]

[FIG 44]

Modifying last one, by the same principle to make it into graphic shapes, I filled the “a” and “i” that consist in the Classical Music with circles, and extract them out for new visual development. [FIG 47] In recent years, simplified graphic are quite popular, as a result, these circles on my logo are making it contemporary-looking and interesting. The response I got from audiences have divided into two group, one is the design is so cute and modernized and the other is they don’t havel the connection to classical music.

new story line added in that period). I tried design composition with the font Times New Roman, looking neat and clean, but found it too seriously. [FIG 49] [FIG 50] I want the design to be something out of frame and stereotype, even probably hasn’t been existed yet on classical music.

[FIG 48]

[FIG 49] [FIG 47]

Serif Experiment Inspired by the movie, “The Favorite”, an alternative historical movie. [FIG 48] I have noticed that not only the background music is terrific, that the beats went with the action really well, but also the way the text showed on the screen, serif font all with big space between. In fact, serif font are quite an old typography, which gives us a sense of sophisticated and historical feeling. However, in recent design, the space between characters are usually wider, which they applied on the movie that made it a mixture of something old (some of the costume’s traits, and culture back then) and something new (new technology applied on the costume, such as laser cutting, and

[FIG 50]

As a result, I did more experiment on serif, hoping make it looks on trend but also related to classical music. I took Classic FM as inspiration, for the red F looking like the shape of the music note, and also with different order and color that strikes it out. [FIG 51]

[FIG 51]

In fact, I chose Didot, for its graceness and when I was trying to combine “C” for classical and “M” for Music together, I found an element to be the connection to link those two characters, which is a flowing stroke. [FIG 52] The stroke can represent the gesture of the conductor, but it also can be interpreted as the music flow.

[FIG 52]

Due to music and paintings are both art and derived from culture and history, I came up with an idea of combining the period of classical music and art painting movements. It also matches the theme of my project, the combination of art. In fact, I gave music colors by the period of the paintings from medieval times, when classical music was formed, to the modern times of paintings, when it was romantic in classical music. Colors are bound with psychology, different colors provide different sense of feeling. In the end, I chose a color in between red and orange for the stroke, for that I love the passion of red and the neutral of orange and brown for the feeling of old school but stable. In addition, I also tried to develop more pattern from the logo, which is the ability I am lack of. However this time, I got [FIG 53]

plenty of times to experiment and I really want to push my boundaries and also tried optical illusions. [FIG 53] Exerting the same technology that logo plays with the images of musicians, I experimented a series of new visual[FIG 54], which receieved quite well on MA day.[FIG 55]

Visual Experiment

[FIG ?] [FIG ?]

[FIG 54]

[FIG 55]

Typography layout Experiment In fact, on MA day, the response of testing the audience went quite well but there are also some feedback about why not try using alive musicians or even female musicians. Besides, I reflected on my design that perhaps I could explore more methodologies to reverse the typical thinking and change the way people treated classical music. To design visual just with the font, I research about Futura poster, Paul Renner and Brockmann’s work and so on, then mimic its layout with grid. [FIG 56] [FIG 57] [FIG 58] [FIG 59] [FIG 60] [FIG 61]

[FIG 56] [FIG 57] [FIG 58] [FIG 59] [FIG 60] [FIG 61]

This version of design was quite elegant and nice, looking like the design that would appear in music concert hall but still in the frame of “typical” classical music. [FIG 62 [FIG 63]

Visual Experiment [FIG 62] [FIG 63]

Risograph, silk screen printing In order to destroy the “typical” visual, I was inspired by destructive style and risograph [FIG 64] [FIG 65] [FIG 66] [FIG 67] [FIG 68] [FIG 69] , which is quite a popular trend nowadays and I experimented it as well. [FIG 70] [FIG 71] With striking colors and new techniques on classical music, such as making the text blurred, or ugly handwriting style then added title like “this is not the classical music poster you are expecting”. However, the style did make a big leap than the usual classical poster though it turned out be too far away from classical music.

[FIG 64] [FIG 65] [FIG 66] [FIG 67] [FIG 68] [FIG 69]

The feedback I received was much to my expectation, they didn’t feel associated with classical music at all. To design in between classical music but somehow not too classical is putting me in a dilemma.

Visual Experiment [FIG 70] [FIG 71]

Could packaging be my fianl outcome? While doing visual development, I started to question what will be my final outcome though I used to do a film that combine graphics and footage. Nicola Benedetti made a link between healthy diet and classical music, as a result I research about healthy food packaging, since that what I’m doing is to repackaging the image of classical music. However, most of the healthy related design are associated with transparent packaging that it create a feeling of nature and organic, so the space that I can exert my design on is quite narrow eventually. In fact, as I mentioned, many healthy food packaging were designed in the same style. Well & Truly [FIG 72], the healthy snacks brand noticed the trend and decided to go a different path. They applied colorful, vivid but simple hand-drew on and I think it works pretty well that the design is fresh but also associated with the ingredients. This is what I would want my final outcome be, to challenge the current trend and create a different feeling of classical music.

[FIG 72]

standed out and spoke for classical music. “They are all music and they should be treated the same way.” In the music related movie, "Green Book", music eliminated the grudge and racial discrimination between people, even in the times of segregation. Also, in the movie “The Aftermath”, the piano piece clair de lune by Debussy dismantled the wall between the two characters, a German girl and an English woman, right after the second World War. Whenever we hear a certain melody, we would think of a certain memory. Music has the ability of triggering memory. In fact, anything connected to one’s senses many be a cue that ignite emotional recall. I want my final outcome to be like an exhibition, with a series of music posters and a short film with classical music. If possible, the audiences will recall the memory of seeing this exhibition when hearing the pieces somewhere else someday.

New logo & Bauhaus experiment I decided to experiment more on the visual, for feeling unsatisfied for the previous design. I kept the nice traits of the previous one and eliminate the flaws. I managed to combine fat, round font with flowing ribbon [FIG 73] (it was a flowing stroke before), for I consider no more serif typography, it will make the design look elegant, or old.

How audio engage with people? On BBC radio 3, there’s a program called “My trouble with classical music” that the host finding it hard to like classical music and listen to it, though he has a classical music background. He first interview a few people, and one is a young woman in my generation. She said that there are many prejudice towards classical music, though she personally like R&B the best, she 31

[FIG 73]

Bauhaus is in their 100 years anniversary on this year, 2019, and people are talking

Visual Experiment about it worldwide. The visual for 100 years anniversary [FIG 74] [FIG 75] [FIG 76] has the traits of Bauhaus, of course, and also blend in current trend into the design. In fact, many design works exert the spirit of Bauhaus with new current visual together in order to show respect to this great period.

[FIG 77]

[FIG 74]

[FIG 75]

[FIG 78]

[FIG 76]

Bauhaus was established in the 19 century in Germany that that were concerning for the soulness of modern manufacturing and fear about art loss of social relevance. They reunited fine art and functional design. The spirit of Bauhaus is the minimal geometry design with sans serif, and that is similar to my previous research of current trend with big, fat font. As a result, I decided to try it on classical music.

[FIG 79]

The visual contains many squares that making it looks serious. The colors and layout composition are quite retrospective, and it is not what I was looking for. [FIG 77] [FIG 78] [FIG 79] [FIG 80]

[FIG 80] 32

Humor in My Design In Trevor ’s workshop about generating ideas, I learned about the importance of thinking creatively and indirectly, instead of jump straight ahead to the solution. He showed us that some great ideas started out as a joke, reverse thinking or even random association. “The best ideas come as jokes. Make your thinking as funny as possible.” said by David Ogilvy. While I was researching, I saw classical music memes [FIG 81] [FIG 82] online. Art is usually a serious subject that if the person doesn’t have any background, might feel it quite boring. So what if adding humor in it? Like many marketing strategy that use humorous advertise to appeal customers, not only can achieve the message, but also can also leave a deep impression in their mind. In fact, I can still vividly remember the ebay advertise when I was only 7 with the interesting plotting.

an information easily attained and media bombarded society that I believe only creativity or humor can stand out among them . In fact, the specific terms for classical music note are quite sophisticated and perhaps origin in other language that perhaps only people who plays music instrument will know. As a result, I could use pun to raise audiences attention towards classical music, from an easy angle to get through the “tough and serious classical music”, also the information is educative. Besides, I found that Google also plays with classical music and humor as well. If type some famous musicians like Liszt or Tchaikovsky in google translate and choose translating Latin to English, it will show up another musician such as Brahms or Schubert, though it might take time for people to discover this little hidden secret. Humor in My Design: Experiment I went to Oslo Philharmonic Orchestra in Nottingham Royal Concert Hall on 7 March, 2019. Due to I sat on the third row faced the orchestra and can have a closer look at the music instruments, and it never occured to me that going to a concert can generate new visual ideas.

[FIG 81]

[FIG 82]

Humor is also a great element to use in presentation, for it’s a formal and audience engaging occasion. Additionally, we live in

The violin family look quite similar but obvious in different sizes [FIG 83] , which also became one of my inspiration that to scroll bigger of the violin, like we do on our smart phone when to make the image bigger, into viola. [FIG 84] In fact, the shape looks like a woman’s figure, with beautiful curves that I think of the relationship between healthy messages and classical music, which was inspired by Nicola, that many women struggling with their body figure to be “Perfect” as the media promoted. It is a serious healthy message that in many years, many women

arenâ&#x20AC;&#x2122;t satisfied with their weight under social pressure and lead to anorexia. Each of the violin family (violin, viola, cello and double bass) can all create beautiful melody with their different sizes, and so is the figures of women, that they are all beautiful in their own way. [FIG 85] [FIG 86]

Visual Experiment [FIG 83]

[FIG 84]

[FIG 85]

[FIG 86] 34

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[FIG 1] [FIG 2] [FIG 3] Aria Wang, 2019. CPB Workshop [Photograph]. Nottingham Trent University. [FIG 4] Michael Parsons, 2016. Two Jack B Yeats paintings to be auctioned in Dublin [online]. The Irish Times. 15 May. Available at: https://www.irishtimes.com/life-andstyle/homes-and-property/fine-art-antiques/two-jack-b-yeats-paintings-to-be-auctioned-in-dublin-1.2645643. [Accessed 01 March. 2019]. [FIG 5] Anon,[n.d]. Norah McGuinness [online]. Art UK. Available at: https://artuk.org/discover/artists/mcguinness-norah-19011980 [Accessed 01 March. 2019]. [FIG 6] [FIG 7] [FIG 8] Anon,[n.d]. Categories [online]. National Gallery of Ireland. Available at: http://onlinecollection.nationalgallery.ie/categories?_ ga=2.171698784.1965208161.1552490926-1650093952.1552490926&_gac=1.209382950.1552490926.EAIaIQobChMI9Mjfqbf_4AIVyZ6zCh0bVgXCEAAYASAAEgIw OPD_BwE [Accessed 01 March. 2019]. [FIG 9] [FIG11] Aria Wang, 2019. The Science Gallery [Photograph]. Dublin, Ireland [FIG 10] Fang-Chi Tseng, 2019. The Science Gallery [Photograph]. Dublin, Ireland [FIG 12] Aria Wang, 2019. TATE Modern [Photograph]. London. [FIG 13] [FIG 14] [FIG 15] Anon,[n.d]. 2019. ARTIST ROOMS: Jenny Holzer [online]. TATE Modern. Available at: https://www.tate.org.uk/whats-on/tate-modern/ exhibition/artist-rooms-jenny-holzer/exhibition-guide [Accessed 09 March. 2019]. [FIG 16] Edward Krasinski, 2001. Helen O'Malley [online]. TATE Modern. Available at: https://www.tate.org.uk/visit/tate-modern/display/performer-and-participant/ edward-krasinski [Accessed 09 March. 2019]. [FIG 17] Anon, [n.d]. ABOUT NICOLA [online]. Nicola Benedetti. Available at: https://www.nicolabenedetti.co.uk/about/ [Accessed 16 March. 2019]. [FIG 18] [FIG 19] [FIG 20] [FIG 21] Aria Wang, 2019. Stuttgart Workshop [Photograph]. Nottingham Trent University. [FIG 22] [FIG 27] Ming-Tein Chang, 2018. Unipapa 剤椚涰暟 Ꟍ 䋑饥鹎 ✫ 倞㹐 ⛳ 饥鵜 ✫ 䌢㹐 [online]. 溏 ꧹ 钟 ,5 Jun. Available at: https://www.watchinese.com/ article/2018/23741 [Accessed 09 April, 2019]. [FIG 24] [FIG 25] [FIG 26] Unipapa, 2018.ս〷♳剓넞룲⟱ⷔ 㵉し䫼㹻ꃏꃏ䰿վ. Unipapa [Facebook]. Available at: https://www.facebook.com/balancerproduction/ [Accessed 06 April. 2019]. [FIG 29] [FIG 30] Anon, [n.d]. Shakespeare in the Park 2011 [online]. Pentagram. Available at: https://www.pentagram.com/work/shakespeare-in-the-park-2011 [Accessed 28 Jan, 2019]. [FIG 31] [FIG 32] Anon, [n.d]. Saks Fifth Avenue LOOK [online]. Pentagram. Available at: https://www.pentagram.com/work/saks-fifth-avenue-look [Accessed 28 Jan, 2019]. [FIG 33] [FIG 34] Anon, [n.d]. Paul Rand [online]. History graphics. Available at: http://www.historygraphicdesign.com/the-age-of-information/the-new-york-school/177paul-rand [Accessed 03 April, 2019]. [FIG 36] Anon, [n.d]. Jazz at Lincoln Center [online]. Pentagram. Available at: https://www.pentagram.com/work/jazz-at-lincoln-center [Accessed 28 Jan, 2019]. [FIG 37] [FIG 38] [FIG 39] Anon, [n.d]. Museum of Arts and Design [online]. Pentagram. Available at: https://www.pentagram.com/work/museum-of-arts-and-design [Accessed 28 Jan, 2019].

[FIG 40] [FIG 41] Anon, [n.d]. Detroit Symphony Orchestra [online]. Pentagram. Available at: https://www.pentagram.com/work/detroit-symphony-orchestra?rel=search &query=detroit&sector=&discipline=&page=1 [Accessed 28 Jan, 2019]. [FIG 43] [FIG 44] Anon, [n.d]. i-D magazine subscription [online]. i subscirbe. Available at: https://www.isubscribe.co.nz/i-d-magazine-subscription.cfm [Accessed 28 Jan, 2019]. [FIG 48] Anon, 2019. Wikipedia [online]. Available at: https://en.wikipedia.org/wiki/The_Favourite [accessed 22 Jan,2019] [FIG 51] Anon, [n.d]. Classic FM - logo for VW Infotainment car radio [online]. Available at: https://media.info/radio/stations/classic-fm/logo-for-vw [accessed 22 Jan,2019] [FIG 56] Bruce Wilson, 2012. Research, Helvetica Posters [online]. BRUCEWILSONGRAPHICS. Available at: https://media.info/radio/stations/classic-fm/logo-for-vw [accessed 22 Jan,2019] [FIG 57] [FIG 58] Kerry William Purcell, [n.d]. JOSEPH MÜLLER-BROCKMANN [online]. Desing is History. Available at: http://www.designishistory.com/1940/josephmueller-brockmann/ [Accessed 08 April, 2019]. [FIG 59] [FIG 60] Anon, ,[n.d]. FONT DESIGNER – PAUL RENNER [online]. Lino Type. Available at: https://www.linotype.com/762/paul-renner.html [Accessed 08 April, 2019]. [FIG 61] Anon, ,[n.d]. FONT DESIGNER – PAUL RENNER [online]. Lino Type. Available at: https://www.linotype.com/762/paul-renner.html [Accessed 08 April, 2019]. [FIG 64] [FIG 68] 平衡製作 Balancer Production srudio, 2019. UNNAMED FOLDER _ 劢ㄐそ须俲㣰 . Balancer Production [Facebook]. Available at: https://www.facebook.com/balancerproduction/ [Accessed 06 April. 2019]. [FIG 67] 聶永真 Aaron Nieh, 2017. In craziness lies genius I [digital image].Pinterest. Available at: https://www.pinterest.co.uk/pin/67835538124372328/ [Accessed 29 Mar. 2019]. [FIG 66] [FIG 69] 黑黃ㄎㄧㄤ Anon, [n.d]. Obsessions gallery [digital image].Pinterest. Available at: https://www.pinterest.co.uk/pin/67835538124369076/ [Accessed 29 Mar. 2019]. [FIG 74] Anon, [n.d]. The Bauhaus in all its facets [online]. 100 years of Bauhaus. Available at: https://www.bauhaus100.de/en/ [Accessed 8 Mar, 2019]. [FIG 75] Anon, 2018. Bauhaus posters and sausages for the 100th Bauhaus anniversary [online]. Grapheine. Available at: https://www.grapheine.com/en/branding-en/ bauhaus-posters-and-sausages-for-the-100th-bauhaus-anniversary [Accessed 28 Jan, 2019]. [FIG 76] Sabine Danek, 2016. Jahre Bauhaus [online]. PAGE. Available at: https://page-online.de/kreation/riesige-kampagne-zu-100-jahre-bauhaus/ [Accessed 8 Mar, 2019]. [FIG 81] [FIG 82] Anon, [n.d]. The Best Music Memes for Classical Musicians [online]. Musicnotes Now. Available at: https://www.musicnotes.com/now/omg/the-bestmusic-memes-for-classical-musicians/ [Accessed 28 Feb, 2019].

And yes, I'm going to these places on Easter! (If any inspiration comes up, don't worry, I will put it on phase 3's PJ.)