THE GRAPHIC IMPERATIVE Breanne Fencl
BREANNE FENCL
VISC 404 | Designer as Author | 8:30 | Patrick Dooley
Graphic Imperative
01.
Research Materials Project assignment
The Graphic Imperative “ The poster is the prime field for experimenting with visual language. It is the scene of changing ideas and aesthetics, of cultural, social and political events.” (Pierre Bernard, French
designer
| Grapus)
Our first project of the semester will be to create a pair of advocacy posters. Possible themes for the project include dissent, liberation, racism, sexism, human rights, civil rights, environmental and health concerns, AIDS, war, literacy, and tolerance. Among our research resources is an on-line exhibition The Graphic Imperative: International Posters for Peace, Social Justice, and the Environment, 1965-2005 (www.thegraphicimperative.org). The Graphic Imperative is a select retrospective of forty years of international sociopolitical posters. The 111 posters in this exhibition emphasize the issues of our turbulent times and endeavor to show the social, political, and aesthetic concerns of many cultures and divergent political realities. Of the pair of advocacy posters that you design one will use type and image and the other use type as image. You will be able to chose: 1) the actual advocacy group that would sponsor the message 2) the specific issue/message of the poster 3) the targeted audience that the poster seeks to address and 4) propose the remedy or action for the specific issue/problem. “ An advocacy poster is the manifestation of a charged social or political idea designed to inform and illuminate, stimulate and inspire, agitate and attack. When finely honed it communicates without ambiguity. When smartly conceived it imparts meaning through complexity and simplification. When on target – when message and image, form and function are one – it shoots a charge into the brain that pierces the conscious and subconscious triggering action, now or later” (S t e v e n H e l l e r ,
author and co-chair
School
of
V i s u a l A r t s , NYC)
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Research Materials Phase One
01 // Essay Analysis Heller
A successful advocacy poster resonates with the viewer. It causes the individual to think about issues and possibly stir a want or a need to make a change. It is obvious what it is trying to get across. It does not necessarily have to be beautiful or attractive or aesthetically correct; it just has to catch the eye and cause a reaction. It is often true that simplicity is the best strategy. When too much is put into one image, the true meaning becomes muddy and hard to decipher. In the end, an advocacy poster not only has the powerful messages, but it is tactile, and is capable of being replicated to cover many visible surfaces making it very memorable to the viewer.
Reaction
Heller makes some blunt and interesting points. I agree that the simplicity of the poster and the raw emotion behind it is the deciding factor in weather the message resonates with the viewer. When there is too much going on and the individual is forced to decipher the poster to even understand the problem, a lot of the information and potential viewers are lost. At a glance, the poster needs to hit hard and create a memory. I also agree that the tactile nature of a poster has it’s benefits, but the digital appeal is too great to shove to the side. Today, the majority of people’s lives revolve around technology, even children request digital toys over the old favorites for christmas. This needs to be embraced and utilized for the advocate’s advantage.
Wells
Reaction
Political posters have been popular in the past, but today, they are hard to find. With limits on places to post these images, and the surplus of images posted on any possible place, the poster becomes invisible. Wells still urges the use of political posters and images in areas that the internet and other forms of technology cannot reach while embracing the internet as a new means of spreading these images and their message. Just because the government will not let us post these tactile posters in the world will not stop the public from spreading these powerful images and messages in another way. I have run into these recent issues recently on campus. When I am trying to get the word out about an event in the Scholarship Hall community, it is difficult to find a place to place an otherwise effective poster where it can be seen. I agree with Well’s want to embrace this new way of communicating, I believe it is a new and effective way to reach more people and create a greater impact.
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Research Materials Phase One
Bosnia (divided) Kostivic, Cedomir USA, 1995 Issue: Racial Divisions This poster uses an everyday object people recognize to deliver an effective message. Minimal text reading “Bosnia” gives the image context. The separation of the violin into three sections is a metaphor for the the division of Bosnia into three sections along ethnic lines by the Dayton Peace Agreement. The violin in three sections is useless, it will never produce any sound let alone beautiful music. This metaphor is meant to show that when all become one, beautiful things happen. This poster is successful for many reasons, the making of the normal abnormal, as well as giving a small cue (Bosnia) to give the viewer context and provides meaning to the image.
Peace Geissbuhler, Steff USA, 1985 Issue: Peace This poster uses many visual cues to gain attention and understanding of the message. The striking contrast of red and black catch the eye as well as the recognizable figures of Godzilla and King Kong. Both are holding hands over the recognizable red circle found on the Japanese flag. The minimal type simply reads “Peace.” This simplicity of text allows the viewer to make their own connections. This poster encourages the cooperation of two super powers, the U.S.A. and the U.S.S.R. It was made to commemorate the 40th Anniversary of the Hiroshima bombings. It is successful because of its ability to catch the eye with its striking image and color as well as unusual portrayal of the recognizable.
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Research Materials Phase One
AIGA Literacy Campaign Bielenberg, John USA, 1997 Issue: Literacy Even without text, this poster is capable of delivering a strong message at a glance. Striking color contrasts and photography are the only elements used. Using no words to portray the importance of something like literacy is a tough feat but was accomplished in Bielenberg’s design. The interesting point of view and small details such as the unplugged television are important in this poster’s message. The neon yellow color is the first thing to catch one’s eye. It then leads the viewer to the child, using the television as a seat to read a book. This shows the advocate’s ideal situation. An unplugged television and increased literacy.
“X” Illiteracy. We all pay the price. Friedman, Julius USA, 1989 Issue: Literacy This entirely text based poster utilizes contrast and striking facts to have an effect. The giant black X on a plain white background catches the eye. Then the viewer is able to read the stunning fact that follows in bold, all caps type. The X then has context as a signature. This poster is effective for many reasons. One being the blunt facts the poster gives. This in itself is shocking enough and gives the viewer a slap to the face. This is paired with a blunt color palette and minimal visual cues, creates an effective poster for literacy.
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Research Materials Phase One
Sun Mad II Hernandez, Ester USA, 1982 Issue: Environment This poster uses the recognizable and turns it around to make it strange and different. Everything in the poster is meant to mimic the Sun Maid original packaging. The poster is concerned with the pesticide use in California. The pesticides eventually leaked into the ground which went undetected for 25 to 30 years. It effected not only the locals but the entire country as well that were consuming the produce of these areas. Mimicking the Sun Maid packaging is useful in that many of the population recognize this symbol, see the differences and understand why those changes were made.
Anti-drug Faldin, Alexander Russia, 1987 Issue: Drugs This poster has absolutely no use of typography to get the point across. The designer has created an iconic image that is blunt, and recognizable. The image of the poppy flower attached to the fishing hook successfully portrays the two sides of drug use. There is the attractive look of using the drug, and there are the harsh and painful consequences. The use of contrast, color, and clarity make this poster successful and memorable.
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Research Materials Phase Two
01 // Overview of Organization ISSUE: Arts in Schools All over the country, funding for the arts in public schools is being cut in order to save money and resources. The countless advantages of arts education are often overlooked in favor of subjects such as math, science, and language arts. It is important that schools and parents all over the country are informed of the importance of the arts and take a stand for their presence in their school’s curriculum. ADVOCACY GROUP: Americans for the Arts HISTORY: Americans for the Arts was founded in 1960 and is the nation’s leading organization for advancing the arts and arts education. The establishment was a result of the merger between the National Assembly of Local Arts Agencies and the American Council for the Arts. In 2005, they further merged with Arts & Business Council Inc. The current President and CEO is Robert L. Lynch. WHAT THEY DO: Americans for the Arts provides the tools necessary to empower people to make a difference in their own communities. They work to secure increased resources for the arts and arts education at the local, state, and federal level to influence public and private policy. Their programs include: Research & Information Americans for the Arts promotes a research-based understanding to how the arts are being used today to address social, educational, and economic development issues in communities across the country. Professional Development They also make opportunities available for emerging and experienced arts leaders to learn, dialogue, and network with colleagues throughout the year. Recognition and Visibility Through their national network and array of public and private sector partners, Americans for the Arts work to recognize the contributions of the arts and arts education. MISSION STATEMENT: “Americans for the Arts’ mission is to serve, advance, and lead the network of organizations and individuals who cultivate, promote, sustain, and support the arts in America.”
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Research Materials Phase Two
02 // Areas of Advocacy PROBLEM: Little to no funding for public school’s arts programs. SOLUTION: Congress supports a new funding level of $53 million for the Arts in Education programs within the U.S. Department of Education. ACTION: Voice your opinion to Congress. Tell them you support the arts and arts education. PROBLEM: Little opportunities for under-served communities to get involved in the arts. SOLUTION: Senators support a funding increase for the National Endowment for the Arts. ACTION: Tell your senator your opinion on the importance of the arts in communities. Donate on website. PROBLEM: Local schools cutting arts programs to save money and resources. SOLUTION: PTO and school district officials veto the cut ACTION: Voice your opinion at next PTO meeting PROBLEM: Dwindling resources for local school’s arts programs SOLUTION: Art supplies, instruments, sheet music, and scripts. ACTION: Organize a donation center for needed supplies and funds. PROBLEM: Public does not understand the importance of arts education. SOLUTION: Ads that promote the arts as well as encourage parents to ask for more and give them the tools to do so. ACTION: Donate towards the cause on website.
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Research Materials Phase Two
03 // Target Demographic Responsible, intelligent parents of school-age children who feel the need to promote arts education in schools. This can be either an individual who knows the benefits of the arts already or just enjoys the arts in general. They want to see their children blossom and know that the arts is a valuable way of getting their children to reach their full potential. Being interested in the arts already, the individuals will be eager to be involved.
04 // Audience Profile Name: Emily Age: 37 Educational Level: Two-time college grad Job: 3rd grade teacher Location: Wildwood, MO Emily recently obtained her second degree from University of Missouri-St Louis (elementary education) and is starting a new job at a local school as a third grade teacher. She has been married for 13 years to Tim, a 37 year old police officer in the St. Louis County area. Together they have three daughters, Hope (9), Lilian (7), and Caroline (3). Emily has very little free time but when she does she enjoys running, crafting, and going out to eat with friends. Every Saturday night, when all three girls are in bed Tim and Emily have a movie night to spend some much needed time together. They both enjoy action and adventure movies. Emily enjoys soft rock music. She also enjoys reading Sports Illustrated and fiction novels.
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Research Materials Phase Two
05 // Visual Audit
VISUAL AUDIT REACTION: Looking though the various images, I am drawn towards the bold blocks of color that they have been using more recently. I also enjoy the images of the arts in use. I think it is inspirational. I intend to approach this project in a more modern and bold way, more similar to the bold blocks of color, than decorative and elaborate. I think a streamline and clean approach is most important for this cause. I think it will be beneficial to present the reasons why the arts are important rather than just telling the viewer to act.
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Research Materials Phase Three
01 // Concept Statement CONCEPT STATEMENT In schools all across the country, funding for arts programs are being cut in order to save money and resources. Arts education is a vital part of a child’s school experience. The arts promote self-directed learning, improve school attendance, and improve critical and creative thinking skills. It has also been observed that creative arts programs have influenced students’ self image and academic success in math, science, and language arts. This poster will encourage parents of elementary aged children to get involved and voice their opinion at their schools PTO meeting or to the school district employees.
02 // To Suggest List awareness innocence school solution learning scholarship wisdom creative art culture imagination positive image intelligence care education statistics responsibility charity exploration thinking enrichment experience community music dance theatre advancement drawing participation recognition art: (n) The expression or application of human creative skill and imagination, typically in a visual form such as painting or sculpture Works produced by such skill and imagination intelligence: (n) The ability to acquire and apply knowledge and skills experience: (n) Practical contact with and observation of facts or events imagination: (n) The faculty or action of forming new ideas, or images or concepts of external objects not present to the senses The ability of the mind to be creative or resourceful learning: (n) The acquisition of knowledge or skills through experience, practice, or study, or by being taught Knowledge is acquired in this way
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Research Materials Phase Three
03 // Texts HEADLINE Without the arts, life would be black and white Lets put color back into kids’ education Let creativity grow Only 43 states require schools to provide arts instruction 7 states do not require arts education in their schools Help your child reach their full potential Arts are Academics Only 4 percent of American elementary schools offer drama 24 percent of american elementary schools do not offer Visual art class There is a whole lot more to art education than finger paints and recorders Do not ignore the benefits Right brain and left brain. Both need to be exercised Don’t use half your brain Exercise both halves Help your child bloom Because Rembrandt said so... Don’t ignore the benefits math + science + history + the arts = education Give kids paint Arts Education Arts are Academics It’s a whole lot more than Finger Paint Education needs color Give education color PROBLEM All across the country, art programs are being cut in schools Schools all over the country are losing money and resources for arts education Schools which integrate the arts into the curriculum see improvement in school environment and student performance Students all over the country are being taught to have half a brain Does your child know who Picasso is? Kids without arts education do not reach their full potential Give kids all the opportunities they can have
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Research Materials Phase Three
03 // Texts SOLUTION Schools which integrate the arts into the curriculum see improvement in school environment and student performance Studies have shown that students with high arts involvement performed better on standardized tests than students with low arts involvement. The arts promote self-directed learning, improve school attendance, and improve critical and creative thinking skills Creative arts programs have influenced students’ self image and academic success in math, science, and language arts 53% of eighth graders receive inadequate arts education ACTION Voice your opinion at your local PTO meeting Send a letter to your school’s super intendant Encourage your children to get involved in the arts Find out how you can get involved at www.artsusa.org Donate your old supplies to a local drive COMBINATIONS Because Rembrandt Said So All across the country, art programs are being cut in schools Creative arts programs improve critical and creative thinking skills Take a stand for arts education. Half a Brain Both sides of a child’s brain need to be exercised Creative arts programs promote success in math, science, and language arts Voice your opinion on keeping arts in schools at your PTO meeting Give Education Color 24% of american elementary schools do not offer visual art class Creative arts programs positively influence students’ self image and attendance. Let creativity grow. Donate at www.artsusa.org
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Research Materials Phase Three
01 // Class Notes 8/21/12 4 STEPS TO DESIGN AN ADVOCACY POSTER 1.Headline and/or Image Attention getting “front door” to the poster. Does not need to explain 100% 2. State the problem outline the issue/problem continue in the “voice” established in the headline 3. Present a solution What is the remedy for the problem? Be clear 4. Ask for Action Tell the audience what to do 8/23/12 It doesn’t have to be beautiful to be effective Needs to be read from a while away Spark interest Posters vs Digital (both have benefits) BALANCE simple and elaborate Cliches are a bad idea 8/28/12 Positive Persuation: Encourage. “The arts are awesome because...” Negative Persuasion: Viewer is part of the problem if not part of the solution. “Your kids will DIE without the arts” Make sure you focus in on yor target demographic. 8/30/12 PROBLEM: Arts programs being cut from schools SOLUTION: Educating the public on the benefits of arts education ACTION: Speak at PTO meeting, donate, hold a supply drive BE CONCISE IN HEADLINE! make them wonder....
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Research Materials Phase Three
01 // Class Notes 9/4/12 Rembrandt posters got the strongest reaction Maybe go with other artists that are more familiar. Degas Van Gogh Picasso Monet Da Vinci Andy Warhol Simple sans serif for headline What did the artist say? Brain posters need more development. Make half a brain visually obvious. Maybe save “Give Education Color” until type based 9/6/12 Playfulness of Van Gogh is resonating What did Van Gogh say? “I might hace cut my ear off, but don’t cut the arts” “Without the arts, I would have cut my other ear off” “The swirls of imagination are a terrible thing to waste” “There aren’t enough stars in the night sky to amount to the importance of art” ART SAVES LIVES Secondary text needs to be higher in hierarchy Keep same tone of voice but be playful Reword reasons why Make sure you are working to scale
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Research Materials Phase Three
01 // Class Notes 9/13/12 Be passionate! SCALE OF TYPE! There needs to be a gradient. Not just HUGE and small. IMAGE & TYPE Leading on the headline is off Play with parallel and cut and paste Use the colors in the picture TYPE AS IMAGE “Don’t forget about the arts” Fill other half of brain with colorful artistic type musical notation Overlap right side. Contrast! 9/20/12 IMAGE & TYPE Van Gogh should speak the whole time Make it more structured. Work setting the type off the painting
TYPE AS IMAGE The secondary type does not say arts Try outlining brain Too crowded. Scale try ? ! & * 9/25/12 IMAGE & TYPE Make what Van Gogh says more obvious Play with color, scale, typeface, black bar, no black bar Keep Van Gogh skewed Facts need to be sans serif Maybe a thinner DIN Work on the bar at the bottom Make it simular to the bars in body TYPE AS IMAGE Resting low on the page, bring it up Smallest type needs to be bigger take a STAND more logo like
02. DESIGN DEVELOPMENT
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Design Development Moodboard
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Design Development Type Studies
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Design Development Type & Image
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Design Development Type & Image
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Design Development Type & Image
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Design Development Type & Image
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Design Development Type & Image
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Design Development Type & Image
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Design Development Type & Image
across the country, are being cut from schools.
creative arts programs improve
thinking skills
02.
Design Development Type as Image
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Design Development Type as Image
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Design Development Type as Image
of a child’s brain need to be exercised. Creative arts programs promote success in:
03. FINAL DESIGNS
03.
Final Design Type & Image
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Final Designs Type as Image
04. REFLECTION
04.
Reflection Graphic Imperative
DESIGN DEVELOPMENT: I decided to use a bold, sans serif for my image poster because of the contrast it gave with the painting as well as the shock factor of text being placed over a beloved piece of artwork. It was also clearer to read from a distance, which would draw the viewer in. I also wanted to use a sans serif on my type poster to play up the technicality charistic of a brain and intelligence. I also used this typeface to create the brain shape as well. Ever since I came up with the “Because _______ said so” I knew I wanted to superimpose my text onto a famous painting. I ended up choosing Van Gogh’s self portrait with a bandaged ear because it was iconic and the bandaged ear tied into the playful character I was creating. The color palette in my image poster is meant to play off the painting without being distracting. It interacts with the work, and nothing seems out of place and jarring. For the type poster on the other hand, I chose a bright color scheme to contrast with the black and white of the left brain. PERSONAL INVOLVEMENT: I knew of this issue for a while, but I didn’t know how big it was until I started looking deeper into the problem. I did not know that so many children are without art education, weather it be visual, music, dance, or theatre. The arts have always been a huge part of my life, I have been in art class in school since pre-kindergarden, took private art lessons from fourth grade until I graduated, attended the Missouri Fine Arts Academy with the top artists from around the state, dancing since I was three, singing in a choir for three years and playing the cello for eight. I defiantly would not be who I am today without the arts. My personal passion and the natural tendency for people to sympathize for children and their education drew me to the topic. The challenge arose when I realized that not all people have the same love and appreciation for the arts as I do. People naturally see subjects such as math, science, and language arts as more important because they are testable and show immediate results. My strategy for motivating my audience was to show them the benefits of arts education that are not obvious to all. This made my solution and action secondary in hierarchy. In my image poster, I was able to make an immediate tie to the arts with a painting. This gave the viewer an clue as to what the poster was talking about right away, whereas with my type poster I had to work a little harder to make the arts message more obvious. By making the left hemisphere out or mathematical and technical symbols, and the right out of colorful and musical icons, I was able to contrast the two important aspects of a child’s education.