An Introduction to Design and Communication by Locale Media Company, LLC

Design & Communication | ARTS102

An Introduction t Design & Communication

Understanding visual art, design, communication and its functions through traditional and contemporary delivery.

Design Design & & Communication Communication || ARTS10 ARTS102

Intro: & Communication Intro:Design Design & Communication V VISUAL ISUAL COMMUNICATIONS THROUGH THE YEARS

“To is much moremore thanthan simplysimply “Todesign design is much to to order, or even to edit;to edit; toassemble, assemble, to order, or even it is to add value and meaning, to it is to add value and meaning, to illuminate, to simplify, to clarify, to illuminate, to to simplify, to to clarify, to modify, to dignify, dramatize, modify, to dramatize, persuade, anddignify, perhaps to even to amuse. to To design is to transform prose into persuade, and perhaps even to amuse. poetry. Design perception, To design is broadens to transform prose into magni es experience, and enhances poetry. Design broadens perception, vision. Design is the product of magnifies experience, and enhances feeling and awareness, of ideas that vision. Design is the product originate in the mind of the designerofand culminate, oneawareness, hopes, in the of mind of the feeling and ideas that spectator.” originate in the mind of the designer and culminate, one hopes, in the mindRand, of the spectator.” -Paul Design Form and Chaos, 1993

Visual Visual communication communication isis in in front front of of us us every every single single day. day.It’s It’s presence presence inin our our daily daily lives lives isis now now so so constant, constant, we we often often take take itit for for granted.There granted. There isis little little need needto tovisit visit an an art art gallery gallery to to experience experience visual visual communication.We communication. Weuse usevisual visualcommunication communication to to navigate navigate and and understand understand our our world. world. Packaging, Packaging, signs, signs,logos, logos,advertisements, advertisements, brochures, brochures, books, books, smartphones, smartphones, posters, posters, billboards billboards ......totoname namebut buta afew, few,are areallall prominent prominent examples examples of of visual visual communication. communication. Our Our smartphone smartphone isis aa great great example example of of visual visual communication communication that that we we depend depend on on every every day. day.Whether Whetherwe we consciously consciously perceive perceive this this device device as as‘designed’ ‘designed’ or or not, not,itit plays plays an an important important part part of of shaping noticing design is not essential of visual shaping our our existence. existence. Just Noticing design is not an an essential partpart of visual communication ll its communication to to ful fulfill its function. function. Visual ned term.When Visual communication communication’isis aa very very loosely looselyde defined term. Whenwe wetalk talkabout aboutvisual visual communication, we speak of a UNITY or uni cation of content, the message communication, we speak of a UNITY or unification, of content the message and and the the form form of of how how itit looks. looks.We Weasasdesigners designersare are‘senders’ ‘senders’ofofthe themessage. message. Through a medium, we deliver the message to the receiver. Through a medium, we deliver the message to the receiver. There There are are many many types types of of visual visual communication communication designers. designers.Some Some take take aa more more analytical analytical approach, approach, some some more more conceptual, conceptual, some some expressive. expressive.One One might might think think the the most most important important trait trait of of aa visual visual communication communication designer designer isis creativity. creativity.They They are are usually usually the the traditional traditional type type who who has has an an‘artist ‘artist disposition’. disposition’.But, But,inin fact, fact, creativity creativity only only constitutes constitutes aa part part of of what what an an artist artist displays. displays.Visual Visualcommunication communication utilizes utilizes both both the the left left and and the the right right side side of of the the brain. brain.Artists Artists and and designers designers not not only only have have to to be be able able to to be be creative, creative, but but to to also also work work methodically methodically and and systematically systematically to to communicate communicate their their messages messages clearly. clearly.Research, Research,for for the the intended intended audience, audience, also also forms forms aa large large part part of of aa designer’s designer’s work. work.

-Paulthe Rand, Design of Form Chaos, 1993printed matters, terms like With emergence newand media beyond ‘communication design’ or ‘visual communication’ have became popular in order to re ect increasingofcomplexity the eld, and puts the focus the core of With the the emergence new mediaofbeyond printed matters, termsinlike the business—communication. ‘communication design’ or ‘visual communication’ have became popular in order to reflect the increasing complexity of the field, and puts the focus in the core of the business—communication.

Forms of Visual Communication

Forms of Visual Communication Traditional & New Media “Art is not what you see, but what you make others see. -Edgar Degas

Traditional Media Traditional media for this class is described as drawing, painting, printmaking, graphic design, illustration, photography and lm. Featured Left: Francois Boucher, The Geniuses of Art

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New Media New Media Represents current trends in communication messaging across platforms such as social networks, mobile applications, software development and user experience design Featured Right: Untitled Graphic Design by The Social Clinic

Forms of Visual Communication: Traditional Media

Drawing | Painting | Printmaking This genre is traditional artists translating their ideas and inspiration into a visual, most often as personal expression. Their artworks consist of formal elements of visual language such as line, shape, value, texture and color.

Graphic Design | Illustration This form of visual communication combines words, images and ideas to convey a message to a de ned audience. This is most often a reciprocal design involving designer and approval of the receiver

Photography | Film This form of visual communication is really about capturing the essence of a moment or movement on lm in real time. These moments are often are meant to evoke strong emotion from the viewer

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VASSILY KANDINSKY, 1913 http://www.theartstory.org/artist-kandinsky-wassily.htm

DEGAS DRAWINGS http://www.edgar-degas.org/

MIRAPHORA MINA AND EDUARDO LIMA http://www.fastcodesign.com/1672934/meet-the-duo-behind-thegraphic-design-wizardry-of-harry-potter

SAUL BASS DESIGN FOR FILM

Please turn your sound up for the lm loop. Visit http://www.spielberg-ocr.com/opening-titles.html

ICONIC LOGO DESIGNS www.logoorange.com

Forms of Visual Communication | Traditional Media

Traditional Media FOCUS ON: PAULA SCHER, GRAPHIC ARTIST SCHER’S LIFE IN TYPE Paula Scher (born October 6, 1948, Washington D.C) is an American graphic designer, painter and art educator in design, and the rst female principal at Pentagram, which she joined in 1991.In 1994, Paula Scher was the rst designer to create a new identity and promotional graphics system for The Public Theater, a program that become the turning point of identity in designs that in uenced much of the graphic design created for theatrical promotion and for cultural institutions in general. In 2006, an exhibition at Maya Stendhal gallery in New York City, Paula Scher painted two 9-by-12-foot maps that resembled patchwork quilts from afar, but contained large amounts of textual detail..

Public Theatre Series

Maps Movie Poster - 27 Dresses

Forms of Visual Communication | Traditional Media

Traditional Media

FOCUS ON: ARTEMISIA GENTILESCHI, BAROQUE PERIOD PAINTER JUDITH BEHEADING HOLOFERNES

SELF-PORTRAIT DESCRIPTION:

DESCRIPTION: This work shows the scene of Judith beheading Holofernes, which had been common in art since the Renaissance, as part of the group of subjects called the Power of women, which show women triumphing over powerful men. The subject takes an episode from the apocryphal Book of Judith in the Old Testament, which recounts the assassination of the Assyrian general Holofernes by the Israelite heroine Judith. The painting shows the moment when Judith, helped by her maidservant, beheads the general after he has fallen asleep drunk.

The painting demonstrates rare feminist themes from a time when women seldom held jobs, let alone were well known for them. Gentileschi’s portrayal of herself as the epitome of the arts was a bold statement to make for the period.[2] Though the painting is today overshadowed by many of Gentileschi’s other, more dramatic and raw scenes re ecting the artist’s troubling younger years,[3] Self-Portrait was very controversial in its time.

ABOUT THE ARTIS Artemisia Gentileschi was an early Italian Baroque painter, and the only female follower of Caravaggio, whom she worked with in Italy in the early 17th century. Her innovative compositions and focus on Biblical heroines set her apart from her male contemporaries and have lead to the celebration of Gentileschi as a painter with a uniquely female perspective Gentileschi was born in Rome, the daughter of celebrated painter Orazio Gentileschi. As a young girl, she served as an apprentice to her father, learning the skills of a professional painter. When her father recognized that she had advanced beyond his training, he hired the painter Agostino Tassi to further her painting skills. In 1612, Tassi raped Gentileschi, an event now inextricably linked to her nam

Judith Beheading Holofernes

Self Portrait

Forms of Visual Communication | New Media

Animation | Gaming Animation and gaming has become one of the fastest growing sectors in the U.S. economy. Entertainment software companies deliver well-paying jobs and revenue to up and coming designers in the market. Page 2

Websites | Mobile Applications Digital media time in the U.S. has exploded recently – growing nearly 50 percent in the past two years, with more than three-fourths of that growth directly attributable to the mobile app. Mobile has grown so fast that it’s now the leading digital platform in the nation

Interactive | UX design Over the last decade, companies like Apple, Facebook, and Square have employed a designcentric ethos to set themselves apart from the competition. Utilizing top design talent helps companies grow faster through differentiation and better customer experiences.

FOR MORE EXAMPLES, PLEASE CLICK ON PHOTO GALLERIES TO OPEN

www.simpsonsworld.com

SPONGEBOB SQUAREPANTS http://www.nick.com/spongebob-squarepants/

BEAUTY AND THE BEAST http://movies.disney.com/beauty-and-the-beast

Movie 2.2 Conjunction Junction.

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“CONJUNCTION JUNCTION” 2-D ANIMATION View this video at: https://www.youtube.com/watch?v=RPoBE-E8VOc

Movie 2.3 Sweet Cocoon. Nominated for a 2015 Oscar. Please click to view.

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“SWEET COCOON” 3D ANIMATION View this video at: https://www.youtube.com/watch?v=D0a0aNqTehM

Forms of Visual Communication - New Media

New Media FOCUS ON: USER EXPERIENCE DESIGN

SO WHAT IS UX DESIGN User experience (abbreviated as UX) is how a person feels when interfacing with a system. The system could be a website, a web application or desktop software and, in modern contexts is generally denoted by some form of human-computer interaction Those who work on UX study and evaluate how users feel about a system, looking at such things as ease of use, perception of the value of the system, utility, ef ciency in performing tasks and so forth UX designers also look at sub-systems and processes within a system. For example, they might study the checkout process of an ecommerce website to see whether users nd the process of buying products from the website easy and pleasant. They could delve deeper by studying components of the subsystem, such as seeing how ef cient and pleasant is the experience of users lling out input elds in a Web form Compared to many other disciplines, particularly Web-based systems, UX is relatively new. The term “user experience” was coined by Dr. Donald Norman, a cognitive science researcher who was also the rst to describe the importance of user-centered design. To learn more about UX Design visit www.smashingmagazine.com.

Forms of Visual Communication | New Media

New Media FOCUS ON: HANNA-BARBERA, 2-D ANIMATION CLASSIC SATURDAY CARTOON Hanna Barbera is one of the most popular cartoon productions in the world. HannaBarbera was founded in 1957 by directors William Hanna and Joseph Barbera, known as the creators of the legendary cartoon Tom & Jerry. These two formed Hanna-Barbera as a division of MGM in 1944, but once MGM was shut down, Hanna Barbera was formed as an independent animation studio. In 1957, Hanna and Barbera signed a deal with the popular Columbia Pictures Corporation in order to syndicate the Hanna-Barbera cartoons. Despite having a diverse range of cartoon characters and series, Tom & Jerry are the Hanna-Barbera characters taking all the credit for the success of the company. Tom & Jerry cartoons feature the cat, Tom, and the mouse, Jerry, which are involved in an endless chase representing the eternal rivalry between cats and mice. Through the years of Hanna-Barbera productions, the Tom & Jerry directors have been awarded with seven Oscars, eight Emmy awards along with being awarded a star on the Hollywood Walk of Fame. Creating over 1000 Hanna-Barbera characters starring in a countless number of cartoons, Hanna-Barbera productions will be remembered as a powerful force for waking up early on Saturday mornings in the 80s and 90s. For additional information visit: www.allcartooncharacters.com

S E C T I O N | 3Purposes Visual Communication

Purposes of Visual Communication THE FIVE PURPOSES OF VISUAL COMMUNICATION

Generally speaking, there are ve main functions of the visual communication: ceremonial, artistic expression, narrative, functional, and persuasive. To these can be added “beauty,” in effect, the desire of the artist to simply create something beautiful with little or no thought to any signi cance beyond that objective.

David Lean used footage designed to simulate Russian winters in his lm Dr. Zhivago that highlighted the enormous expanse of Russian plains covered in deep snow. Functional visual art refer to structures or tools that are actually used in day-to-day activities yet are designed to be aesthetically pleasing in addition to being functional. Architecture is a prominent form of visual communication to incorporate functionality in design. Major architects like Frank Lloyd Wright, I.M. Pei and Frank Gehry are wellknown historical gures for their success in combining art and function. The buildings for which architects are commissioned to design obviously have to serve a function, whether it is as a museum, hospital, house, or theater, yet are expected to be unique and challenging. Functional art can also be quite small, such as the coffee maker or fruit peeler designed to look futuristic while also performing their intended functions

The ceremonial purpose of the visual arts is to celebrate or acknowledge an event or era, or to contribute to a ritualistic activity, such as a dance celebrating one of the season or a people’s ight from captivity or hunger. One of the more common forms of ceremonial art is quilting, in which the patterns employed have some symbolic importance, or the use of ceremonial garb by Native Americans participating in a Pow Wow. Artistic expression refers to the desire or need on the part of the artist to express his or her emotions or feelings regarding a particular subject. Many abstract artists, for example, Jackson Pollock and Mark Rothko, are assumed to be expressing emotions or beliefs through their art, which lends itself to multiple interpretations and references to the known state of the artist’s being during the period in which the individual work of art was created. Pablo Picasso’s art was known to be heavily in uenced by his emotional state during speci c periods of his life

Persuasive art is intended to convey a message. Advertising for television, billboards, magazine, and other visual media is a form of persuasive art, in that images are selected and manipulated in order to convey a message or subliminally in uence a consumer’s decision. A common form of persuasive visual art is propaganda posters and cartoons intended to denigrate a particular category of people, such as a racial or religious minority, or to foster emotional reactions among viewers for or against a particular political cause. During the Cold War, the Soviet Union used propaganda to convince its own people as well as others of the righteousness of its cause and the moral and political depravity of U.S. policies. Nazi Germany, under the authoritarian hand of Joseph Goebbels, used propaganda posters and newspaper editorial cartoons to demonize Jews and facilitate the inculcation of a culture of genocide. Tobacco companies use this form of visual art to associate cigarette smoking with masculine virility and feminine mystique and power.

The narrative purpose is to tell a story or relate the history of one’s people. Again, quilting is a classic form of the use of visual arts to communicate a story. Film is frequently used to tell a story, such as with Steven Spielberg’s lm about the Holocaust, Schindler’s List, in which he used black and white photography to provide a documentary and more somber “feel” to the lm, while incorporating rare color footage to illuminate a detail and lend signi cance to the item or individual in question.

Visual Communication | Structure

Structures OVERVIEW OF THE ELEMENTS & PRINCIPLES DESIGN The elements of good design are the tools used by an artist or designer to create an effective composition or design. The difference between a weak design and a strong one is completely dependent upon the artist's knowledge of the design elements and principles. We will take a look at each of these elements & principles in a series of lessons

The ELEMENTS of design for this class include • Line - an actual or implied where length is dominant • Texture - surface (rough, smooth, etc.) • Value - the degree of lightness or darkness • Color - a pigment • Shape/Form - area bound by line, value, or colo • Space - distance between objects (2-D or 3-D

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Structures OVERVIEW OF THE ELEMENTS & PRINCIPLES DESIGN

HOW the artist brings these elements to together and arranges them creates the composition. A design is the result of the application of the principles of design.

The PRINCIPLES of design for this class include • Balance - a feeling of equality of weight within the composition • Rhythm/Repetition/Pattern - the act of repeating an element • Emphasis/Contrast - the stress placed on a single area of a work • Proportion - the relation of size and scale among object • Movement - path of the viewer’s ey • Unity - the relationship between individual parts and the whole

Visual Communication | Structure

All art is subject to the same elements and principles of good design. Graphic artists compose their designs and page layouts using the same design principles the ne artists use. The basis of design is the arrangement of the elements within a work of art. It is the bringing together of various components

into one area and arranging them in such a way as to create a composition, layout or design that is both uni ed and pleasing to look at. Designing begins with proper planning - this is what we call the design process, which we will become more familiar with in the next lesson.

LETS BEGIN CREATING! PLEASE BEGIN THE NEXT LESSON.