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Broadening my world view in Design
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Published 09.11.2018 Dajeong Esther Choi University for the Creative Arts Falkner Rd, Farnham GU9 7DS FGCMFBAH 1701999 Font_Typewriter Condensed
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“My mother said to me, ‘If you are a soldier, you will become a general. If you are a monk, you will become the Pope.’ Instead, I was a painter, and became Picasso.” -Pablo Picasso-
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YR02 Sept 2018 BA (Hons) Graphic Communication Level 5 Unit Leader: Catherine Slade-Brooking TERM ONE 30 Credits 300 Hours Briefing: Monday 17th September 2018 Interim Review: Thursday 18th October 2018 Final Assessment: Thursday 22nd November 2018
SPECIALIST WAYS OF WORKING FGCM5002 Project Title: ‘Manifesto’ The aim of this unit is to give you the opportunity to apply a range of specialist graphic practices and techniques to explore your personal design philosophy and de ne your own personal voice as a graphic designer. You will be asked to reflect on your own design philosophy, methods and ways of working to develop a personal ‘Design Manifesto.’ A ‘Manifesto’ is a published verbal declaration of the ideas, intentions, motives, or views of an individual, group, political party or government. Your ‘Manifesto’ should be approximately 500 words. You may consider the following themes on which to base your written outcome. 1.Your own personal design aesthetic, why this has meaning for you and how it is expressed in your work. 2.An exploration of the way you work, your individual design process and how this in influences your creativity. 3.Your political and or ethical views on the nature of design and the role of the designer in our society. You will then explore your personal design philosophy and aesthetic through experimenting with a range of specialist graphic techniques such as print making, laser cutting, digital photography and bookmaking. In each case you will apply the technique to create an outcome that highlights your own personal design philosophy and style. You will document your learning and outcomes on this unit in a printed Process Book. Your editorial decisions in layout, choice of fonts and use of colour will also reflect your own personal design philosophy and aesthetic. Your final outcome will be fundamental to the development of your professional portfolio. It will enable you to express your personal design ethos and passion for design to be used to inform your future career direction. 7
CONTENTS Introduction ................................ 9 Chapter 01 Summer Holiday Project .......... oReflect on what I have learned so far .... oMy personal design manifesto ............. oMy personal working space ................ oResearch our Industry .................... Conclusions ..............................
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Chapter 02 Learning Styles ................. oVAK ...................................... oHoney and Mumford ........................ Conclusion ...............................
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Chapter 03 Manifesto Mind Map .............. 30 Chapter 04 Editorial Design Workshop ....... 34 Chapter 05 Resource Workshops .............. oProject Management ....................... oBook Room ................................ oGIF ...................................... oLaser Cutting ............................ oDigital Photography / RAW ................ oPrint Making ............................. oPhotography Studio Induction ............. Conclusion ...............................
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Chapter 06 Feedback ........................ 66 Chapter 07 Final Personal Manifesto ........ 70 8
INTRODUCTION I was given from the brief to write my personal ‘Manifesto’. In my process book, I will capture all my learning throughout the project and designed to reflect my own personal aesthetics. I will demonstrate my editorial skills through grids, typography, use of imagery, photography and colours which is to explore my own personal design style. It starts with my Summer Holiday Project which contains my reflection from last year projects, starting point of my personal design manifesto, my personal working space and research of our industry. To start my first Graphic Project, I shall carry out research into contemporary graphic designers and take inspiration. I will make written and visual notes and analysis of relevant aspects that may prove useful at the design stage. And also, I may create mind map to expand my ideas. I will develop my knowledge of the ways of working through a series of Technical Workshops including Book Binding, Laser Cutting, Print Making, Digital Photography, GIF design and Project Management. In the end, a written personal Manifesto will be covered. 9
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1.1 Reflect on what I have learned so far 1.2 My personal design manifesto 1.3 My personal working space 1.4 Research our industry
SUMMER PROJECT
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ACTIVITY 1 : What I have learned so far?
I studied Fine Art in my first year so I did not have any opportunity to learn graphic skills. However, my final project which is the most challenging project from last year, was to develop myself as an artist. During the summer holiday, I have practiced using Photoshop and Illustrator to improve
my graphic skills and created typeface. I used ‘tangram’ (The tangram is a dissection puzzle consisting of seven flat shapes, called tans, which are put together to form shapes. The objective of puzzle is to form a specific shape using all seven pieces, which may not overlap.) to make it.
Typeface design with ‘Tangram’
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ACTIVITY 2 : My personal design ‘Manifesto’ In my opinion, I am good at planning for the final outcome which shows the processes are also important as the result. I personally think that visual perception is one of the most highly dependent senses in humans. It seems to think that visible things are also important for me. Due to such reason, I sometimes don’t satisfy my final work as a perfectionist. I think I am more than willing to dive into the most challenging projects, improving action plans and sorting details along the way, making even the most complicated tasks seem easy and approachable.
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ACTIVITY 3 : My personal working space
Anna Schuleit
Lisa Congdon
Anna Schuleit’s studio is located in a renovated mill building in the historic town of Harrisville, New Hampshire. (Photo by Michelle Aldredge)
“My studio is about 1/2 a mile from my home. I am super lucky to work somewhere that is a short bike ride from my apartment. It’s a really awesome light-filled space (half the ceiling is sky lights) that I share with painter Jamie Vasta. We’re good friends and have been there together for almost three years now (before that we were in another space together for two years). We listen to lots of NPR and books on tape together while we are working! Our studio is in an area of the Mission district of San Francisco that has loads of studios and other art spaces and galleries and there are other really amazing artists in our building so the energy there is really profound.”
Georgia O’Keeffe The Georgia O’Keeffe Home and Studio is a historic house museum at 12 Palvadera Drive in Abiquiú, New Mexico. It was from 1945 until 1984 the principal residence and studio of artist Georgia O’Keeffe (18871986).
Yoshimoto Nara
Adrian Tomine
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What I want in my personal working space?
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Skruvsta Swivel Chair
INGOLF Stool
Ypperlig LED Floor Lamp
Braviken Godmorgon Wash Stand with 2 Drawers
Krux LED Work Lamp
Fubbla LED Wall Lamp
Vimle 4 seat Sofa BLACK
HP M570DW Printer
IKEA Malm Desk with Pull-out Panel
I Mac Pro 27-inch
Posca Pens
Wacom Mobile Studio Pro16
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ACTIVITY 4 : Research our industry IAB Studio (http:// iab-studio.com) is a design team in Korea. They are doing album cover artwork, illustration, collaboration, and branding. Their key word is ‘Analog’ and the meaning of IAB is ‘I have always been’ which contains their identity. This studio is actually like a design crew, not official company. However, I want to join them and work together. Because I am currently interested in album cover design. And also, I like the colours they used and their styles as well.
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PEEJAY – Walkin’ Vol.2 Album “Walkin’ Vol.2” cover Artwork by IAB. 2017 19
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IAB STUDIO X DUNHILL DUNHILL SWITCH Collaboration package design Artwork by IAB. 2016
CONCLUSION From the summer project, I could look back on the previous year and know what was succeed and failed. Also, I could define myself as a designer. I personally think my summer project is not succeed because my graphic skills were not that good. Researching designers and understanding their techniques were difficult for me. However, I have done my best and tried to get the knowledge.
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2.1 VAK 2.2 Honey & Mumford
LEARNING STYLES
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VAK Learning Style
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AUDITORY UAL VIS
From the VAK learning style questionnaire, I am a visual learner. The key point of visual learner is responded to images and graphics. For example, when I am choosing a holiday or if I was buying a new car, I read lots of brochures or reviews to get to know that. Also, I normally consider the colours and how they look when I first buy something. People with a visual learning style prefer to see sport matches and visual designs or like to study Maths, Chemistry and Physics because they like to learn with graphs and diagrams. I can express their learning style as a word ‘see’. To illustrate, they usually say “I am watching it”, “It looks good” or “Let’s have a look at that”. It is very important to Visual learners, include me that how it looks, and they have their eye on the other people’s voice and thought. This is I think one of the weaknesses of Visual learner. However, I can say my best ability is memorise people’s looking, for instance, how people look and dress rather than their voices and names.
KINAESTHETIC
In my opinion, this activity was an opportunity to identify myself and helps to describe me as a designer. As it shown in the mind map, I could find my strengths and weaknesses. I think it is not only for my current project, but also will be support for the future career.
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HONEY & MUMFORD
Activist
Reflector
Theorist
Pragmatist
Honey and Mumford learning styles were developed by Peter Honey and Alan Mumford in 1986. Their work is inspired from and built upon Kolb’s learning styles model. Honey and Mumford identified four separate learning styles, Activist, Reflector, Theorist and Pragmatist. As I presented in a bar chart, I am a reflector with very strong preference. Reflector learn by observing and thinking about what happened. They may avoid leaping in and prefer to watch from the side-lines. They also prefer to stand back and view experiences from a number of different perspectives, collecting data and taking the time to work towards an appropriate conclusion. Reflectors are likely to say, “Let me just think about this for a moment” or “Don’t let’s rush into anything”. 26
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3.1 Mind Map
MANIFESTOMINDMAP
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In the beginning, I have some interesting questions from the questionnaire which is about my future working places and environment. Try to imagine yourself in 5 years time. You gained a 1st Degree classification from UCA and now where are you working, who with and what type of projects would you like to be working on? To be honest, I have never thought about my future, but I would like to work in a different country except Korea. Because I want to meet many people from other countries to discuss their thoughts and various styles. There are so many jobs for Graphic Designer, however, I want to work on the project which related to music because I always think I would like to be an album cover designer. As it shown in the mind map, ‘Music’ is a part of my design world. The reason for this is, to make someone’s album cover, I think I must close with the music to understand their mood.
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4.1 Grid analysis
EDITORIALDESIGN
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EDITORIAL DESIGN WORKSHOP To begin with, it was my first activity in Graphic Communication course. Therefore, I didn’t think I clearly understood about the grid and layouts. At that time, I made some mistakes and misunderstood words. It was ‘Pull Quote’ which I wrote as ‘Full Quote’. However, after I have done some research, I could get to know it. First thing we had to do was highlight each element of the magazines page anatomy. The page anatomy of magazines contains such as headline, image caption, body copy and pull quote. It was difficult to find exact font with the one on the magazine. But, I could make notation as to what font style is used. In this activity, the most important stage was to draw up the vertical and horizontal grid because I thought that it is the base of understanding and using the layouts.
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5.1 Project manegement 5.2 Book room 5.3 GIF 5.4 Laser cutting 5.5 Digital Photo / LAW 5.6 Print making 5.7 Photography studio induction
WORKSHOPS
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PROJECT MANEGEMENT
Project management is to manage a project more efficiently and successfully when we are doing any projects. This includes all aspects of the project such as scheduling and funding, from the start to the end of the project. In the construction industry, it is also called ‘Construction Management’.
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During this workshop, I was thinking that project management is also one of the self-management. It is difficult to set the exact time due to some variables and situation at that moment. However, if I give myself an excuse for any reason, the project will not be able to work well.
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Confusion Graph
BOOK ROOM Bookbinding is the process of physically assembling a book from an ordered stack of paper sheets that are folded together into sections or sometimes left as a stack of individual sheets. There are many different types of binding methods, depending on the situation and usage.
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Perfect Binding is a form of binding most often used in the types of books you find yourself reading on the train or at home, otherwise known as paperback or softcover books. Perfect bound books can also be useful for manuals, catalogues, and annuals. Pages are folded into sections (termed signatures in the industry) and glued with a heavier printed wrap-around cover into the spine using a strong adhesive. 44
Perfect Binding offer us to make the spine so we can also increase the completeness of the book by including the title and author’s name. Wire Binding is the most of we would have bound a document throughout school or university using one of these methods. In a nutshell, holes are punched through the pages of our document near the bound edge, and held together using either wire or plastic coils.
Saddle-stitching is probably the easiest and the most economical binding method. Pages are folded, creased and stapled together (not by an ordinary stapler - a stapler with long jaws, designed specifically for saddle stitching). We often see this type of binding used for look books, booklets, and magazines that have a smaller page count. 45
GIF
Nicolas Ménard Nicolas Ménard is a rare animator and illustrator who may have as many awards as he does loyal clients. An ADC Young Gun 12 and proud owner of the Adobe Achievement, Pictoplasma and Grafika Awards, Nicolas’ animated films, illustration and books are charmingly adaptable to any brief and deal with universal themes that appeal to anyone of any age. “I do drawings, books and animated short films 46
whose subject matter are both mundane and surreal; everyday life objects meet dysfunctional characters, man and table are cut in half, a deranged weirdo hides behind a charming smile,” Nicolas says. “The technique is limited to simple shapes, bold colour palettes and a pixel brush, influenced by screen printing techniques, a handful of retro video games and Japanese graphic arts.” Graduating a graphic design degree in 2012 from
UQAM’s École de Design, Nicolas went straight to the Royal College of Art where he honed his animation skills and began creating work for clients. Keen to work on more design and fashion briefs, Nicolas would also like to try his hand at some more short films. “I’m not interested in making
illustrations on pre-conceived ideas or re-produce an exact drawing/film I’ve done in the past,” he says. “I’m also all up for anything less traditional than still editorial illustration, explaining my involvement in animation, interaction and print-making.”
The Graphics Interchange Format, better known by its acronym GIF, is a bitmap image format that was developed by a team at the bulletin board service (BBS) provider CompuServe led by American computer scientist Steve Wilhite on June 15, 1987. GIF images are compressed using the Lempel–Ziv–Welch (LZW) lossless data compression technique to reduce the file size without degrading the visual quality. Some advantages of GIF are that we can transparentise a specific colour and overlay it on a different coloured background. Also, we can save multiple images in a single file. In particular, it is possible to create a simple animation effect by using the multi-image saving technique. But, the biggest drawback is the limit of colours. GIF allows 256 different colours to a single image so if an origin image has more than 256 colours, the quality will be degraded.
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https://cdi6688980.wordpress.com/2018/11/03/gcgif-workshop-outcomes/ Password : cdj1024 49
LASER CUTTING
To star with, I would need 6mm birch plywood and an A5 Illustrator file of my letter forms. Laser cutting is the process of cutting a material using a laser beam. This can be done to either trim down a material or to help cut it into complex shapes that more conventional drills would struggle with. The laser cutting process works by having a focused and precise laser beam run through the material that you are looking to cut, delivering an accurate and smooth finish. Initially, the laser is used to pierce the material with a hole at the edge, and then the beam is continued along from there. I cannot say I liked this workshop because the machines are complicated to use for myself, but my outcomes worked well, and it was great opportunity to prepare for Print Making. 50
Eric Standley Eric Standley is an Associate Professor of Studio Art at Virginia Tech. He received his B.F.A. from the Massachusetts College of Art and his M.F.A. from the Savannah College of Art and Design. Eric builds complex paper-cut artifacts using vector-based software and CNC lasers. Each layer is cut into paper with a CNC laser, then stacked into the completed artwork. His work was inspired by the Islamic architectural works and it is incredibly sophisticated.
Gabriel Schama Gabriel Schama was born in 1985. He graduated from Columbia University in 2008 with a bachelor’s in architecture. He layers thin sheets of laser-cut wood to create amazingly intricate wood relief sculptures made up of dizzying patterns and textures. Each pieces of laser cut outcomes are carefully stacked and boned. After this, finished with a wax based clear coat and this process is all handmade. 51
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DIGITAL PHOTO / RAW What is RAW? RAW is file format that captures all image date recorded by the sensor when we take a photo. We can easily define this as ‘original file’. The biggest benefits of RAW is when we shoot in RAW we record all of data from the sensor. This gives the highest quality file and a clearer image. Also, JPEG records 256 levels of brightness, and RAW records between 4,096 to 16,384 levels. This is described with the term “bit”. JPEG captures in 8bit, and RAW is either 12bit or 14bit. However, because of the capacity, camera speeds will be slower and also the larger hard disk drive is needed. Instead, it has much more information than JPEG as the file size grows. RAW has a wide range of operation and it means we can adjust whit balance, hue and exposure through CAMERA RAW programme. Therefore, if we save the file as JPEG, there are limitations in corrections.
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PRINT MAKING
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Jesse Tise
“When in doubt, go to nature.” by Jesse Tise Jesse Tise is very passionate artist about the nature and a pattern. He studied Illustration in Art Center College of Design in Pasadena, California and now working in LA as an art/ printmaking instructor and a freelance illustrator. Also, recently, he has worked in installation art with an advertising agency Team One USA. In 2011, Jesse Tise was inspired by Goombah in Super Mario and created his own character. The Jungle is one of the works in his series ‘Xenology’. His character is used in this work and it shows his colour senses. The Jungle is only for the silkscreen printing therefore he produced each layer separately and finished in digital. A combination of fictitious and realistic elements in an appropriate way is leading to the maximization of visual intensity.
Maggie Li
“I like to add texture to keep a sense of hand printed quality.” by Maggie Li Maggie Li studied Graphic design in Kingston University and after her degree, she is working as an art director in OKIDO Magazine. In addition, she made a designer group called ‘Zombie Collective’ with other 5 graphic artists. In her work ‘Utopia’, she used FM Screening and Silk Screening, because of the colour and textures. 57
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In this workshop, we were focusing in two of main printmaking techniques, screen print and relief. The screen for Silk Screen Printing is made from a fine mesh material fixed to a wooden frame. A stencil is placed under the screen and ink forced through the stencil onto the material below. Basically, I have done the screen print in A-Level and my first year Fine Art course, so I had some knowledge. However, it was my first time to try relief printing machines. Relief printing is when we carve into a printing block that we then use to press onto paper and make print. We normally use inks to make relief printing, but I could make paper embossing and debossing as well with the machine. Most of works are printed well and I like my colour chosen. However, some of them are not printed well because I used too much paint, or it was too dry to print. 61
PHOTOGRAPHY STUDIO INDUCTION
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Photography studio induction offer me to learn DSLR handling skills, different shooting modes, lighting, use of background and Macro. I thought I know how to use DSLR quit well but it was just basic things. In this workshop, I have learned about DSLR in depth, for example, the settings such as aperture, shutter speed and ISO.
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CONCLUSION Basically, workshops are all helped me to think my personal philosophy and aesthetics. Now, I clearly know what I like and dislike. Printmaking and GIF workshops were the most interesting because I am not good at machinery. I also enjoyed Book room induction and Laser cutting, but the machines were difficult to use. It was great to choose materials by myself for example, Acrylic paints colours, images for GIF and Laser cutting letters. I said Printmaking and GIF were the most interesting, however, Project Management was the most useful. I always have a problem with the time and I think I can study technical resources by myself, but I needed someone to teach time management. Therefore, even Project Management was not learning artistic things, it was the most valuable.
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6.1 Feedback
FEEDBACK
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Exploration and appreciation of specialist methodologies that exist within broad practice. (LO1)
-In depth research, lots of quotes or images -Could analyse more in depth
Application and testing of specialist methodologies. (LO2) Creative outcomes that demonstrate breadth and depth of enquiry and application. (LO3)
-Could develop grid further and use more negative space -Could have smaller body text, use different weights of type (not all bold) -Look into typographic hierarchy
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7.1 Final personal Manifesto
PERSONALMANIFESTO
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FINAL PERSONAL MANIFESTO Art was my first step in my life. It was great to unfold my imagination through Art and communicate with the artwork. Therefore, in my life, Art is a tool to express my world. As a designer, their techniques are not only important but also ‘Creativity’ and ‘Communication’ are important. Particularly, communication is significant to the clients and we must understand what they want to say. I think designers’ job is to demonstrate client’s thoughts with visual outcomes. Also, there is nothing as important as creativity unto artist. I think we should have our own personality and solid styles. A designer’s philosophy defines what we wish to accomplish in design, and which principles of design we will use to do so. Identifying my design philosophy is an important part of the design processes. Among the designers, I admire Dieter Rams who is famous for minimalist design. He is a designer of the consumer products company Braun in Germany and a designer in Apple, Jonathan Ive is inspired his designs to make I Phone series. Dieter Rams is not the influences of my current works, but his 10 principles of design changed my mind.
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As an industrial designer, he always stressed. “Less is Better” I agree with this. Design has a wide range, so it is not a good belief in all areas, but we have to recognise what is unnecessary and what we really need. Furthermore, through the analysis, I found that there are not many decorative elements in the typography of advertising. I think the reason is to make the product more readable and productive. The design becomes simpler to express messages more effectively and visually. In identifying myself as a ‘Visual Reflector’ I used my strengths to start my projects. For example, I made plans and decisions by writing list and it helped me to manage my time well. To conclude, I can define a design as the process of finding a creative solution through planning and production. Also, design is a process for others not for myself. Therefore, it is difficult to describe as a design if it’s too subjective, it is more like an artist.
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The 10 Principles of Good Design
1.Good design is innovative 2.Good design makes a product useful 3.Good design is aesthetic 4.Good design makes a product understandable 5.Good design is unobtrusive 6.Good design is honest 7.Good design is long lasting 8.Good design is through down to the last detail 9.Good design is environmentally friendly 10.Good design is as little design as possible
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