Author: Edwin Fernandez (Page 2 of 2)

Language emerges from the symbols, sounds, and movements that we came up with thousands of years ago. The basic building blocks of language are called phonemes, sounds that create the various languages in existence. Recently there has even been a concept of “love” languages. All of this to say that language is a tool to communicate with. Saussure breaks language down even further by discussing the signs, signifiers, and the signified. These three ideas show that we communicate through the interchange of concepts and sound images and how this connection between the two create a psychological impression on our senses. This is what makes language unique amongst other forms of communication, our minds will take this and we’ll know exactly what the other person is talking about. 

I think that in graphic design, these signs might be more culturally tied to a language. There are many languages and lots of cultures that use them. There is so much overlap with the languages today thanks to the internet, where we can learn about another culture. Designers know this and make use of it by creating for a broader audience. There are problems sometimes where the language barrier leads to some confusion, like engrish. But design is still able to convey the concepts cross-culturally. Bowing to someone else is a sign of deep respect across all nations, and so a designer can use that to create something for an ad campaign for example. This ties design as a universal language, separate from the local cultures and how they use it. 

These authors both discuss their views on designers and how their roles have evolved throughout the years. Both suggest that designers must be in service to the people, whether they are clients or audiences. Munari specifically calls out the “star” artists who must come down from their pedestals to work for the everyday people. Design is distinguished by the characteristic of being all over the place in terms of authorship or anonymity, social detachment and social engagement. 

Designers should be tackling theoretical questions because it aims to help their communities. By reading and studying more about previous (or contemporary) artist allows them to change their own world views and think outside the box.

Technology of today is a blessing, since it allowed for an improvement in their way of thinking or action, causing them to reflect on what they need. It does so by taking techniques that at one point were exclusive to one art community and brought it over to graphic designers who could now have access to what another group of designers did/are doing. So a technique used exclusively in animation is now available for all to use. 

Social responsibility is one of the largest problems faced by designers as it calls for help in the fight for equity. Armstrong writes that tackling these problems leads to “more direct critical engagement with the surrounding world”. Munari also says the same in his paper, stating that a designer must create a “sign for the butcher” shop if it is needed of him. Designers are constantly expected to be aware of their surroundings and to be ready to establish themselves. Armstrong notes that in the 1950s and 1960s, designers were very focused on the professional aspect of their job, hoping to make it seen as a more professional job. But slowly over time, the uniqueness of the artists begin again to show, with the collective group of people and artists coming together to solve any issues and help each other.