Graphic Imperative Process Book by Katie House

â&#x20AC;&#x153;The Graphic Imperativeâ&#x20AC;? Katherine House Designer as an Author Patrick J. Dooley

Table of Contents Research

Project Synopsis

ii.

“Graphic Imperative”

iii.

Poster Analysis

iv.

JDRF Advocacy

Day-By-Day

Design

vi.

Mock-Up Day 1

vii.

Mock-Up Day 2

viii.

Mock-Up Day 3

ix.

Mock-Up Day 4

Mock-Up Day 5

Final

xi.

Final Designs

xii.

Concept Statement

xiii.

Reflection

Research â&#x20AC;&#x153;one or two protest posters become overwhelmed by the high-tech and big-budget world of advertising. political posters are still around, but one has to perhaps look a bit harder to see them.â&#x20AC;? â&#x20AC;&#x201C;carol a. wells

Project Synopsis “The Graphic Imperative”, also known as Advocacy Poster Design, exercises the idea of image and message working together to create meaning. Through viewing the online gallery “The Graphic Imperative: International Posters for Peace, Social Justice, and the Environment, 1965–2005” and research on a specific organization, information and knowledge were collected to create a message of advocacy for the organization of choosing. In the development of type, images were also explored to further assist the information gathered. With images and ideas gathered, two posters were further developed into separate categories of design: type and image and type as image. The final messages of the two posters helped to illustrate a problem–solution–action argument to viewers of the poster through words and image.

“Graphic Imperative” Wells begins her essay with various points in history where well known advocacy posters of today originated. From the Protestant Reform to the AIDS epidemic, movements and issues were driven by powerful messages of advocacy posters. With the use of technology in media and other advertising outlets though, the argument of print verses online posters begins. Wells touches on a few key points that argue the case that print posters have a stronger communication level compared to online posters such as accessibility, funding, and new viewers.

One of the main arguments in this battle between print and

online design is the accessibility of the design itself, where it lives. For some the internet has a strong following in terms of users, but there is still a large sum of the world’s population that does not have access to computers or other devices for browsing. If the world relied on online media as a source of information, a vast majority of the world’s population would not be aware of that information or issue.

Another argument made is the funding from organizations

that help produce these posters. Although it is a cost to print, some can argue that it costs more to fund and maintain a website for such organizations and share information through there. Example- for a website to be maintained you need a website developer, a web-host, designer, and many more positions. For some, that cost is too much of a risk on their budget.

The issue with nonprofit organizations have often

is their online traffic flow. For nonprofit organizations it is easy for people to stay in touch via the internet, but only if they are actively seeking them. Even for regular businesses, it is hard to capture new viewers with the growth of the internet community. It is easier for new organizations to have information in print and in public places for people to scout out later as opposed to relying too much on Google search.

Although there are many other reasons that Wells pointed out

in her essay, I felt that these three were important to focus on in this article. Wells and Heller are similar in terms of points of view of the use of printed media, and I still agree with both of them. Both Wells and Heller pointed out in their essays the problem with accessibility. For someone in a first-world country and of a middle class social status it is hard to remember that not everyone has the same equity, which includes the privilege of technology. For many countries and citizens, even in the United States, many people do not have access to computers in order to view various medias such as advocacy posters. With an estimate of 60 million people that did not have internet access in the United States (New York Times, Aug 2013), a large chunk of that population would not have information of the world relied on only online communication. With the growth rate of online web sources, designers need to remember not to rely too much on online media and keep print media strong.

Poster Analysis Lukova’s hunger crime speaks to the viewer through an illustrative pattern. The image consists of the repeated use of ‘drumsticks’ with faces, linked together by the gnawing teeth. The images are bold and large, taking most of the poster, with the title in the right hand corner on top of a mustard color. With the use of a bold illustration, the poster shows a ‘chain-effect’ of the crime issue with the headline hunger crime re-emphasizing the point. Overall the poster has a bold tone, helping to showcase the grit and inhumanity that the issue contains. Lukova, Luba Hunger Crime Crime and Starvation in Nozone

“x” illiteracy. we all pay the price. brings the viewer into the poster by the large “X” on the plain background. The “X” becomes the main image with the smaller subhead reading next, with the rest of the text reading from top to bottom. In the combination with the “X”, the headline “this is the way 27 million americans sign their name” begins to develop a new understanding- that 27 million Americans sign their names only with an “X”. The poster showcases illiteracy in the every-day use and brings a hard truth to those viewing.

Friedman, Julius “X” Illiteracy. We all pay the price. Illiteracy in the United States

save san francisco bay is a non-computer based design depicting a ink relief of a bass with the title save san francisco bay centered across the top. The bass becomes the main focus as it is centered on the page and has the most ink. With the fish being the main image atop of crumpled paper, the viewer begins to see the story of a dead bass due to the pollution of the San Francisco Bay. The image then reinforces the title, asking people to save the San Francisco Bay by not polluting the bay anymore.

Akagi, Doug; Powell, Kimberly Save San Francisco Bay Pollution in San Francisco Bay

Hernandez’s sun mad ii comes with a rich background and strong message. Fueled with a grudge for the farmers that used pesticides in their plantings, Hernandez reinvents the “sun maid” packaging to create a haunting image. The main illustration of the poster depicts a skeleton in the same position as the maid in the original packaging with the words “sun mad raisins; unnaturally grown with” continuing on further with the variants of pesticides known. The poster calls out for awareness of the amount of pesticides used on today’s agricultural farms and food markets. With the use of a well-known advertisement, viewers can connect the issue their every-day dieting habits, making them think about what they’re truly eating. Hernandez, Ester Sun Mad II Pesticide Use

stop gun trafficking by Woody Pirtle has a large image showcased, sitting on top of a banner of text. The gun, made with various arrows, becomes the centerpieceshowing the viewer of the elaborate routes that guns often take that lead into unauthorized hands. Underneath the image is text read from left to right in a bold typeface. “stop gun trafficking” and “no more guns for torture and human rights abuses” help to create a bold banner below the gun, helping the viewer to find more information. The poster is strong with its various widths of the arrows matching the widths of the type, both also creating a strong image of the issue as well.

Pirtle, Woody Stop Gun Trafficking Gun Trafficking in the United States

life saver: international aids day is a simple design used in an AIDS campaign to help better educate viewers of protection against HIV and AIDS. The ad resembles a magazine spread with a simple typeface centered in the front followed by a large image. The text reads “life saver” with a red and white striped condom. The condom emulates a ‘life-saver’ pool ring, emphasizing the title above. With both the title and image associated with the words ‘life saver’, the poster’s purpose is then defined to help the viewer become aware of ways to protect themselves against HIV and AIDS. The overall poster creates a light-hearted and positive message about protection against an issue that can be seen in a negative light. Lemel, Yossi Life Saver: International AIDS Day Protection Against HIV & AIDS

JDRF Advocacy overview The Juvenile Diabetes Research Foundation (JDRF) is a global organization that strives to “progressively remove the impact of type 1 diabetes (T1D) from people’s lives until [they] achieve a world without TID” (About JDRF, JDRF.org). JDRF supports T1D research financially in hopes to deliver a cure. In the meantime JDRF is bringing new ideas and technology into patients’ lives to help relieve the burden of the disease. JDRF currently sponsors $530 million in research across 17 countries. Lee Ducat and Carol Lurie founded JDRF in the Philadelphia area in 1970. The foundation started as a parents club that consisted of families with children diagnosed with T1D. Other chapters began to develop, all with the goal to raise funding for research as well as create awareness of the disease. T1D, also known as juvenile diabetes, is developed in the body when the pancreas produces little to no insulin. Patients develop T1D either

through genetics or viruses, although the main cause is still unknown. Symptoms of T1D are increased thirst, frequent urination, bed-wetting, extreme hunger, weight loss, fatigue, and blurred vision. Long-term damage can also develop through T1D such as heart and blood vessel disease, nerve damage, kidney failure, blindness, amputation, and more. There is no cure for T1D at the moment, but insulin injections and other various treatments can help patients day by day. Technology in T1D treatment is growing, especially in the development of artificial pancreasâ&#x20AC;&#x201C; a mechanical device that automatically monitor blood-sugar levels and release insulin into the system.

advocacy JDRF has various areas of advocacy within its organization. JDRF stands up for these issues and more: T1D research and awareness, support in Congress for the Special Diabetes Program, Childrenâ&#x20AC;&#x2122;s Congress, and Promise to Remember Me campaign. special diabetes program environment | JDRF | getting financial support | meet with local Congress | meet The Promise to Remember Me campaign focuses on connections and personal relationships between families of T1D and state and local district offices. Beginning in 2000 and continuing with the same thread as Childrenâ&#x20AC;&#x2122;s Congress, Promise to Remember Me creates an active thread for those at home to touch lawmakers in their area through meetings. Promise to Remember Me is also biennial, but is flexible for families and Congress members as they schedule their own meetings. In 2013, 458 meetings took place between T1D families and Members of Congress.

special diabetes program environment | JDRF | renewing SDP in Congress | make Congress aware | speak up The Special Diabetes Program (SDP) is a federal investment that goes towards diabetes research, treatment, and prevention. Through the program, SDP is funding research on insulin-producing cell regeneration, artificial pancreas technology and a cure. The SDP program currently has $150 million in funding from Congress, but is soon due to renew this month. The SDP currently is raising awareness in Congress to gain support again and renew the SDP program so that more strides can be made in T1D research.

children’s congress environment | JDRF | getting financial support | meet with Congress | get involved Children’s Congress is a biennial event that gets children and families of T1D patients to visit with Members of Congress. The event is a week-long and consists of meetings, legislative hearings, town hall events, and T1D networking. Children’s Congress’ goal is to develop personal relationships with Congress members and share stories of their lives and their struggles with T1D. Children’s Congress also works in conjunction with SDP as well as the National Institute of Health (NIH), and other organizations.

research environment | JDRF | research for T1D | develop funding | donate One of JDRF’s goals is to develop research for a cure as well as “near-to-mid-term” or “longterm” help for T1D patients. JDRF sponsored over $160 million dollars in research and public education of T1D. Research that JDRF funds are for cures, treatments, prevention therapies, as well as new innovations such as the Artificial Pancreas Project. The Artificial Pancreas Project has been under development for many years and has created much buzz in the media. The artificial pancreas would serve as a mechanical pancreas and help aid T1D patients. The artificial pancreas would monitor glucose as well as automatically pump insulin into the system. Patients who have tried the artificial pancreas have felt a sense of relief and freedom as they’re now able to go about daily tasks without closely monitoring their body in fear of quickly falling into an unconscious state. Through their research, JDRF has also kept in contact with the Food and Drug Administration (FDA) to deliver safe and reliant products. Without JDRF, many of these medical advancements would not be available for patients. Through JDRF, research for T1D continues to grow and impact the community and world.

awareness environment | JDRF | T1D awareness | share knowledge | pass information While searching for the cure, JDRF also wants to create awareness of T1D the majority population. Much of JDRF’s funding is through fundraising events such as walks and donations as well as volunteering time towards the cause. Without such funding, JDFR would not be able to provide $110 million to T1D research and $568 million in scientific research in 17 countries. Along with financial support, JDRF’s goal in awareness is to also create an educated world as well as a support group for T1D patients.

demographic The target demographic group that I will be exploring will be a middle-class family, particularly parents. This demographic will be parents between the ages of 30-40, with a college education, and well-off income level. These people will have either a family member with T1D or a close friend with T1D. This target demographic may be knowledgeable of T1D, but are not aware of T1D communities and organizations. They might get involved with JDRF’s program after hearing the various ways they can help, wanting to connect with other families, or wanting to learn more about treatments and advancements regarding the cure.

audience persona Natalie is a 34-year-old mom living in Omaha, Nebraska. She has two children, Alan and Ella, and is married to her husband, Daniel. She enjoys going out to new bars with friends, when she has the time. Most of her time is spent driving her kids around town and cleaning up after their messes. She currently works from home, her sense of ‘quiet time’ before she has to pick up the kids from school. When she does have down time, she online shops at J.Crew and catches up with ‘Modern Family’ on her Hulu Plus account as she clips coupons for the store. Just recently Ella asked Natalie and Daniel what diabetes was after learning that one of her classmates had type 1 diabetes. She asked his parents why his friend, Ben, had to prick his finger during lunch with a ‘funny toy’ and how they can help Ben have less ‘boo-boo’s.

referencesHurley, Dan. “Robotic Pancreas: One Man’s Quest to Put Millions of Diabetics on Autopilot | Magazine | WIRED.” Wired.com. Conde Nast Digital, 17 Apr. 10. Web. 1 Sept. 2014.

“Type 1 Diabetes.” Type 1 Diabetes | Mayo Clinic. Web. 1 Sept. 2014.

“AboutJDRF-JDRF:ImprovingLives.CuringType1Diabetes.”JDRFImproving Lives Curing Type 1 Diabetes. Web. 1 Sept. 2014.

“JDRF Advocacy -.” JDRF Advocacy. Web. 1 Sept. 2014.

Day-By-Day day 1 wells reading: »» poster proliferates through other media • (Obama “Hope”, “Keep Calm”) »» works across “digital divide” »» educational (vs. weapon) • advocate social issues, protest »» found unexpectedly »» can become a historical record heller reading: »» makes impact, can’t be ignored »» simple and raw design can be effective »» tangible, tactile, has presence »» can kill message with ‘clever’ design »» balance between aesthetics and expression »» starts conversation

»» keeps message ‘alive’ for a larger time period »» inspire action, ‘trigger’ »» can be site specific notes: »» why donate? »» kid-friendly ad »» connect to kids »» fundraising event »» personalize »» problem/solution/action »» positive, progress and cure »» narrow down info on poster, 3 sentences »» find the hook

day 2 notes: »» paragraph vs snippet • sentence of facts about T1D »» play with words »» dropping the age? (25-35) »» “At Your Fingertips” • more play with fingertips »» ‘almost there’ phrases »» sense of hope »» “an apple a day...” phrase • “an apple a day, still get to visit the doctor today”

day 3 notes: »» zero cross, doesn’t read well yet »» youthemism and popular phrases »» “prick of your time” change to correct expression • more explanation • slight mod of “just a fingertip away” • eminent cure • “be a part of the push” »» fingerprint • clique? • revamp • cut down noise with less swirls and blood dot »» ‘care’ instead of cared, no past »» 26 million–zero confusing »» ‘care to cure’ ok!

»» “prick of time”– give blood? confused »» thumb print = strong »» talk specifically diabetes, could be give blood »» what you want them to do on website?

day 4: notes: »» red looks like words? »» ‘care to cure’ icons • imagery of ‘care’ to ‘cure’ • tight lockup, icons, lose type »» ‘fingerprint away’ • nice, good red • may be too big full • scale down red type »» ‘care to cure’ cords • type is okay • show cure • disconnect cure? • toning back blue, red pops are nice »» “just a fingertip” is alright, “twiddle” is good

»» “thinks clearly, projects well” »» remember scale to human »» more hand motion symbols? »» hitting audience good »» child-like, juvenile »» lively, bright, go-getting

day 5 notes: »» ‘just a finger prick away’, prick in red »» ‘twiddling thumbs’? »» ‘care to cure’ feels systematic, like hospitals • pump moves eyes through type • ‘cure’ different font and color • ‘cure’ matches statistics • transition ‘care’ to ‘cure’ »» ‘fingerprint’ • thumbprint needs less blue • no quotes? • ‘donating’ instead of ‘active’? • grey in lines • tilt in middle? • spell out JDRF

day 6 notes: »» generate hand type »» no particular depth on foam core »» don’t make ‘prick’ such a focus, negative »» tone down blue on image »» smaller copy »» redraw or change back to ‘tip’ or ‘fingerprick’ »» lead or lighten copy »» school icons: • tape • notebook • marker • crayon pack • glue stick • paintbrush

day 7 notes: »» ‘to cure’ informal • make crisper, adult-like • mirror type above »» color is good »» type looks lava lamp »» transition to secondary type »» clarify it’s a finger print • add copy to explain ‘finger prick’ »» foam core flush print »» protector sheet 45 degree cut

Design â&#x20AC;&#x153;the poster is the prime field for experimenting with visual language. it is the scene of changing ideas and aesthetics, of culture, social and political events.â&#x20AC;? â&#x20AC;&#x201C;pierre bernard

Mock-Up Day 1

Three million Americans are diagnosed with type 1 diabetes. Become part of the cure, get involved today at JDRF.org.

A prick of your time could save a prick from a finger. Help a child today by getting active in type 1 diabetes research. Visit JDRF.org.

#LessUntilNone

JUST A

Surp rise! 80 Americans a day find out they have type 1 diabetes. Letâ&#x20AC;&#x2122;s give them a better surprise. Go to JDRF.org and get involved in the cure today.

FIN FIN GER GER TIPA TIPA WAY WAY Help a child today by getting active in type 1 diabetes research. Visit JDRF.org.

A prick of your time could save a prick from a finger.

Three million Americans are diagnosed with type 1 diabetes. Become part of the cure, get involved today at JDRF.org.

A prick of your time could save a prick from a finger. Help a child today by getting active in type 1 diabetes research. Visit JDRF.org.

ON NS

LET’S CHANGE

SNS

RY ES

26 MILLION

26 M HA DI

AMERICANS HAVE DIABETES Three million Americans are diagnosed with type 1 diabetes. Become part of the cure, get involved today at JDRF.org.

Let’s change the future. Join the fight against type 1 diabetes by visiting JDRF.org. #t1dFree

26 MILLION AMERICANS HAVE DIABETES ZERO AMERICANS HAVE TO WORRY ABOUT DIABETES Let’s change the future. Join the fight against type 1 diabetes by visiting JDRF.org.

#t1dFree

Mock-Up Day 2

Stop twiddling your thumbs Stop twiddling your thumbs Three million Americans are diagnosed with type 1 diabetes. Help a child today by getting active in type 1 diabetes research. Register for the JDRF Walk today to cure diabetes at JDRF.org.