This week’s reading assignment includes two texts on form and perception in design. The written portion will be the first of the two longer responses to be completed during the semester.
Reading
Beatrice Warde, The Crystal Goblet, or Why Printing Should be Invisible (1930):
A selection from György Kepes’ Language of Vision: Painting, Photography, Advertising-Design (1944):
Requirements for the written assignment are as follows:
First Paper
Select a design or design object created after 1971 in which the influence of the theories considered thus far can be seen.
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- Begin with a brief description of the object, the designer who created it, and the historical circumstances under which it was made.
- Considering these factors, examine the ways in which the creator was responding, directly or indirectly, to theories related to linguistics or semiology, avant-garde art movements, or the psychological perception of forms (ie. any of the ideas that we’ve covered).
- Discuss the manner in which the design you’ve chosen embodies these theories. Provide direct references to relevant passages from our readings. Locate additional writings using library resources to substantiate your comparisons.
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Your goal is to provide a critical examination, not an account of historical details.
This response will be submitted as a 750-1000 word typewritten paper, double-spaced in 12 pt. Times New Roman, with a bibliography.
Include images of the work under consideration and any other relevant illustrations.
Cite all materials researched for historical context, any related writings, and image sources.
All sources, references, and quotations should be cited in MLA format. You must upload your paper as a PDF, attached to a new OpenLab Post.
Note: You do not need to address this week’s texts in the paper if they are not directly relevant to your topic, but you must be prepared to discuss them in class on the 12th.
If you’d like some inspiration, try the following links:
Cooper Hewitt Design’s Museum’s Blog …you can also just browse their collection.
Filter by Graphic Design or Design in MoMA Collection
or browse the MoMA Design Store
Exhibitions and the Collection at Museum of Art and Design
Designboom for a wide variety of design
Design Observer also features conversations and articles
Last week:
Overview
Our first reading assignment consists of an introduction to the primary text we will use in this course, Graphic Design Theory: Readings From the Field compiled and edited by Helen Armstrong. This introduction briefly mentions many of the designers, movements, and texts included in the collection while also describing the author’s own interest in the theoretical aspects of the design process.
Key Themes and Takeaways
- Revisiting the Avant Garde: Armstrong believes that the ambitions of avant garde artists from the early 20th century should be questioned but should inspire designers of today
- Collective Authorship is an constantly evolving aspect of design, in which the producer-consumer relationship plays a key role
- Universal Systems of Connection have been envisioned a means of uniting people through design, but remain restrictive in many ways
- Social Responsibility must be a part of the design process, as designers play a key role in shaping society
- We should ask what role the avant-garde of the new millennium will play
Instructions
NOTE: Prior to starting this assignment, complete the Week 1 Agenda tasks: setting up Hypothesis, create your Research Journal, and creating an OpenLab Post.
Following the instructions below, read and annotate the text with your classmates in our Hypothesis group. After reading and annotating the text, create a rough draft of your response in your Research Journal. Your response should be about 200 words and checked for spelling and grammar errors. Lastly, create a new post and publish your response.
1. Open the reading.
In a new tab open the text Armstrong, Helen. Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Navigate to pages 9-15 to read “Introduction: Revisiting the Avant-Garde.”
2. Enable Hypothesis.
The reading link above will automatically open Hypothesis. Login to your account and select our COMD3504_s22 (IMPORTANT!) from the dropdown to make sure your annotations and highlights will be recorded in the group. See Using Hypothesis for details.
3. Consider these questions.
Here are the questions to which you should respond in your reading response:
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- According to this author, what role should design play in society?
- What distinguishes the field, or fields, of design from other creative occupations?
- Why should designers concern themselves with unsolvable theoretical questions?
- What role does technology play in shaping design?
- What are the most urgent problems facing designers today?
- How, and why, is a designer responsible for solving these problems?
4. Read & Annotate.
Consider the questions/prompts listed above. Start to formulate the answers to these questions while you practice close reading with annotations. This will be part of your grade. Share at least 3 annotations in the Hypothesis group, including your questions, definitions, and ideas with your classmates. Add the tags: Revisiting the Avant-Garde and Reading Response 1 to your annotations.
5. Draft your Reading Response.
In your Research Journal, write a draft of your 200-word response. Check for grammar and spelling errors. Use the word count tool.
6. Post your Reading Response.
When ready, create a new post in this OpenLab Course. At the top of the post copy and paste the following: Armstrong, Helen. “Introduction: Revisiting the Avant-Garde” Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Pages 9-15. Copy and paste the questions/prompts listed above. Paste your reading response from your Research Journal. Adjust any formatting issues that may have occurred while pasting.
Please be sure to add the following title, category, and tags to your posts. For help with adding Categories and Tags, see OpenLab Help.
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- TITLE: Reading Response 1 – Your Initials
- CATEGORY: Reading Responses
- TAG: Reading Response #1
- TAG: Your Name
Here is an example Reading Response post for reference:
Due Date(s)
- Your reading response is due the day before the next session Sunday, Sep. 5th by 6pm to allow time for review.
Resources
More info
- Tutorials > Using Hypothesis
- Assignments > Research Journal
- Tutorials > Posting & Commenting
- Example Post > Reading Response (Example)
Texts
- “Introduction: Revisting the Avant-Garde” from DesignOpenData
- Library Text: Armstrong, Helen. Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. ProQuest Ebook Central. Pages 9-15 [CUNYFirst / City Tech Library ID required]
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