Author: Christian Paz

Reading Report 10_CP

There has been a consistent, overarching critique of overcommercialization in the design field throughout the development of the “First Things First” (FTF) manifesto. There has been a shift in focus towards environmentalism in later renditions, it is clear that there is still an issue of balancing the marketability of an artist, their artwork and their personal visions. Office workers dominate the creative field, coercing young designers into selling dispensable or destructive products. Basically, each version of the manifesto rejects the appropriation of skilled artists for trivial purposes in the design field. 

The most recent version is unique in that the consequences of this system include non-artists. As profitable as these capitalists have made the marketing field out to be, FTF 2020 points out that the lion’s share of profits only continue to increase, causing harm to anyone who was not a part of the elite. Additionally, later versions note the role technology has played in shaping the world of design. It is no secret that movements such as modernism are a reflection of art and technology progressing together. As technology has progressed, the demand from consumers has also greatly increased. 

Reading Response 9_CP

The idea of rejecting either the past or current trends would be the elements of modernism that continued within the postmodern era. Modernism and postmodernism are both concepts that are a reaction to the current standing of the design world, just like any other art era. Art nouveau was a rejection of the industrial age and the fillmore posters were a rejection of swiss modernism in favor of a more organic experience. The only difference between those is that modernism and postmodernism are epochs which do not have a specific art period or style that defines them very well. They are both styles that are a rejection of the old and traditional ways and what makes them different are the execution and beliefs behind the design. These would be elements that continue in postmodernism today. I believe we are still in a postmodern era because there are so many artists nowadays that are constantly rejecting the norm. One example of this would come from a streetwear designer by the name “KITH”. In Kith’s design work we can see him rejecting the norms and creating interesting yet unique clothing. 

 

Kith x Russell Athletic

KITH X Russell Athletic Collaboration. 

Reading Response 7 _CP

Is the concept of mainstream vs underground relevant in advertising of the 1950’s/1960’s and is it relevant today?

 

What is culture jamming?

 

Provide a visual example and description of early avant-garde culture jamming. 

 

Provide a visual example and description of culture jamming today. 

 

The concept of mainstream vs underground in advertising is definitely relevant still to this day. I especially believe that because of the internet it has not only been happening at a much faster rate, but because everyone is now connected there are more groups of people advertisers can appeal to. For example, we live in a society where a large group of people will consume content from what are now called “Influencers”. Brands of all sizes collaborate with influencers to promote their products to their fan bases and platforms. 

 

Culture jamming is when the underground satirically draws inspiration from mainstream to influence their design. 

 

World's highest standard of living. There's no way like the American way",  1937 - Rare Historical Photos

There’s No Way Like The American Way

Louisville, Kentucky

1937 

This would be an example of early Avant garde culture jamming.

 

 

 

Culture Jamming - Definition and Examples

This would be an example of culture jamming today. 

Reading Response 6_CP

How do we change the commercial design field to include a diversity of voices and visions? 

 

What will the commercial design field and the study of design history look like in 20 years?

 

The way we change the commercial design field is to actually teach people that this diversity of voices and visions actually exists. For example, my knowledge on the black artists I know now such as H.O. Tanner is only because I learned about the history of African American art in a class I took at city tech. If I was asked in highschool to name 3 black artists off the top of my head, I wouldn’t have been able to give one. The only ones that we are really taught in society are Leonardo Davinci and Micheal Angelo. So I believe there needs to be more of an emphasis on exploring these diversities in art curriculums. 

I believe the commercial design field and the study of design history in the next 20 years will focus on artwork and art trends from under-represented groups of people. This will especially include movements such as the LGBTQ+, minorities and maybe people from non dominant religions. I also believe that because of the efforts now to give voices to the under-represented in our society there will be new history uncovered that describes how those groups of people influence mainstream design. This in turn would challenge even more ideas in design and inspire more designers. 

Reading Response 1_CP

Beatrice Warde describes the function of printing and how it is similar yet different from fine arts. She believes that printing’s function is to convey thoughts, ideas and images from one mind to another. Printing is meant to convey specific and coherent ideas. This concept to her is what she believes to be the basis for all typography. One design after 1971 that I would like to take a look at that would help consider this theory is the typography for The Shining which was done by Saul Bass. It was made for a movie about a homicidal maniac that begins to terrorize his family. 

The typography in this is not cleanly drawn. The typography scatters along the edges almost as if to simulate pencil strokes, also the spacing between the letters are not evenly distributed which gives off tension and an unsettling vibe. In addition, there is a giant face in the word “The”. This face also adds to the unsettling vibe of the letters because of the stippling effect used to create. If we are using Beatrice’s definition then this would be a good use of typography because it is conveying the idea and images of the movie to the consumer.

The Shining (1980) - IMDb

 

Reading Response 5 _Christian Paz

Designing only on feeling can get you, but so far. To make an effective design there needs to be a method to the madness, one that can present ideas effectively, serve its function while all being aesthetically pleasing. Josef Mullergrid illustrates this point best with his grid and design philosophy. In simplest terms he states, confining yourself to a grid system will take more critical thinking on the design decisions an individual makes. This in turn will give meaning to every decision you make. I believe that every form of media has a sort of “Grid System” of their own.
The field of animation is a great example of Josef Mullergrid’s philosophy. What a character on screen would wear is based on the time period that specific character exists in. So the challenge artists are left with is how to make a character look interesting while being limited to the clothing of that era. These sorts of problems can inspire artists to think outside the box. Now the artists are asking themselves questions to make a sound creative decision. What color should the character’s clothes be? Should we go with this article of clothing to represent the character? Is this design reflective of the character’s personality? Josef Mullergrid’s philosophy is a great one because it allows new ideas, problems and hopefully solutions to be made by a designer.

Reading Response 4 – CP

Christian Paz

Prof. Childers 

COMD 3504 

3.1.2022

 

Reading Response 4 

 

All three authors share a common appreciation for technology and believe that technology will or already has inspired a new art movement. However, their views on how art should be used in correlation with technology was interesting. In Marinetti’s case he believed that the future of art and media should reflect the advancements in human technology. Artwork and writing should be energetic, aggressive and loud just like the car that he drove into a ditch. Rodchenko struck down the idea that technology would be the death of art and people alienating them into different categories, instead he argued both mediums should be used together in order to experiment and innovate. Lastly Lissitzky mainly used observation to depict that technology has made great feats to advance art media. He uses examples to say that technology and art go hand in hand just like symbols and letters in writing and space and time. All three authors agree that in the 20th century art presents itself in new forms and how that art is commonly experienced in that era will change. In this sense these texts are relevant to the present because technology has advanced far and art is enjoyed in new ways. Just as Marinetti has stated, museums and libraries are demolished. With the age of internet the information we can attain is slowly making things such as museums and libraries irrelevant. 

 

Second Draft — Update

 

All three authors share a common appreciation for technology and believe that technology will or already has inspired a new art movement. However, their views on how art should be used in correlation with technology were interesting. In Marinetti’s case, he believed that the future of art and media should reflect the advancements in human technology. Artwork and writing should be energetic, aggressive and loud, just like the car that he drove into a ditch. Rodchenko struck down the idea that technology would be the death of art and people alienating them into different categories, instead he argued both mediums should be used together in order to experiment and innovate. Last, Lissitzky mainly used observation to depict that technology has made brilliant feats to advance art media. He uses examples to say that technology and art go hand in hand, just like symbols and letters in writing and space and time. All three authors agree that, in the 20th century, art presents itself in alternative forms and how that art is consumed in that era will change. In this sense, these texts apply to the present because technology has advanced and art is enjoyed in new ways. Just as Marinetti has stated, museums and libraries are demolished. With the age of internet, the information we can attain is slowly making things such as museums and libraries irrelevant.

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