Communication Design Theory

Media extends human beings and humanity in general by allowing us to connect with each other through social networks even though we are miles away. When were across the world it makes it easy for us to connect within seconds. In the understanding of McLuhan and how technology along with media has become the “extensions of man,” it revolves around being innovative. In the reading, McLuhan quotes Shakespeare stating “Shakespeare states his awareness that true social and political navigation depends upon anticipating the consequences of innovation. How a lot of the times the innovation is the message within that product that will change and impact humanity.

Some Hazardous technological progress that brings individuals and society in the “electrical age” or within the current age are guns. Guns have been around for a while and for many centuries have caused nothing but violence. Guns have no other form of usage but to kill or cause harm. Guns have had a strong impact on our society. Within the reading and In accepting an honorary degree from the University of Notre Dame a few years ago, General David Sarnoff made this statement: “We are too prone to make technological instruments the scapegoats for the sins of those who wield them. The products of modern science are not in themselves good or bad; it is the way they are used that determines their value.” This statement caused controversy because people couldn’t see a way around it. Guns are made to kill and there’s nothing else we could really do with them. That is like saying “Apple pie is in itself neither good nor bad; it is the way it is used that determines its value.” Or, “The smallpox virus is in itself neither good nor bad; it is the way it is used that determines its value.”

If “the medium is the message” a role that artists and designers can play in terms of creating ideas is the way they send out their messages within their objectives. I think it is important to have an objective when it comes to design and whatever form of creation. An objective determines the way your message plays out and how your audience will receive it. In many instances, its been the content and the idea behind the medium of art but still lacks in other forms like what is the meaning behind a house or something like a chair. In the passage, McLuhan speaks on how in the electric age a lot of the message intertwines and follows the lines of force in the field of numbers.

The article “In understanding Media” by Marshall McLuhan talks about how people think. For example, it states, “The increasing awareness of the action of media, quite independently of their “content” or programming, was indicated in the annoyed and anonymous stanza…” This is describing that whatever content it has affects how people think both for one person or many. As a result, now people watch the news to see what is going on the world and cause them to think depending what the media shows and with that a lot of people will think alike. Marshall saying whatever we see the mind will process and cause people to change their perspective and many more will follow.

Technology is something that keeps on advancing over time but is it a good thing or bad thing for society. In the article it says “ The new media and technologies by which we amplify and extend ourselves constitute huge collective surgery carried out the social body with complete disregard for antiseptics. “When reading it did talk about a lot of the brain and how it is the main issue related to the technology somehow. Not only that, reading some paragraphs I think that the focus maybe is the future how people worried or what to expect if the technology was going to advance or something. Overall, maybe that’s the issue people are worried about because no one knows what going to happen and just think what might come of technology.

If the idea of “the medium is the message” is already in used by the art word. For example, some designers already used political ideas in the work like war propaganda by having the designer who is strong or who the threat is. Not only that this technique is to get in the people head to think about the world and what they can do. Which is true because it cause people to think and sometimes art can rally people to stand together. Also, the message can be good or it can be terrible but because of this it cause to manipulate the minds like it is easy to control.

McLuhan described that technology; along with media are a form of human extension. In this way, technology acts as an added advantage to the human revolution by easing their activities . Instead of sending letters to communicate with a distant person, a person can use social media such as Facebook or Twitter. For instance, a car is an extension of afoot. Also, the media improves human life as it can be construed as a product of both place and time. Similarly, McLuhan indicates that television is a cool medium since it can project light to the viewers and deliver a message that is full of data and relevant to increase knowledge of human beings. Also, the electric light is purely information and takes the realm of a medium without a message but provides lighting during the night.

On the contrary, technological progress might have a hazard impact for individuals and society as well in the electronic age. As technology advances, people lose consciousness and act without reaction as the message they receive impacts their reasoning and do not understand the dangers associated with their actions. It implies that media binds individual psychic and social effects defining the real significance of the medium

Furthermore, in “the medium is the message,” the artist and designers can be a sublimation of change in society. Therefore, the designers and artists can recognize the essence of the new media and utilize it to show the community the future. Hence, the artist is reliable in changing the movement of art from traditional ones such as painting to use of software to design a building, roads, and other infrastructure.

 

 

 

 

 

According to these designers, the majority of good design seems to be based upon a formula that is created through the use of mathematics and numerical values. Gerstner talks about have every design has a mental checklist that we may or may not consciously make that creates the structure behind it. He then goes on to say that he uses his own version of a grid in his designs that are created through a seemingly complex group of equations. He claims that if you understand the grid presented by him, that you only make the most effective ads you could possibly make. Brockman agrees with Gerstner in that grids are extremely important when making any good design. He believes that grids define all the major and complex features in the design while keeping it clean and organized.
Now in a sense, Tschichold feels differently in that he thinks design should be much more asymmetrical and far more creative than a more simpler design. However, his designs may not be symmetrical, but they are still structured with the help of his own grid system. Overall, a good design to these designers is all about the underlying structure that creates a clean and cut design through math and detailed measurements.

I believe Jan Tschichold makes a very important point about the change in Typography in Modern times. The separation in which Old Typography focuses on beauty while the New Typography focuses on “clarity” and purpose. The Typography we use now is meant to deliver a message clearly but also provide function. Though, the way he puts it, it’s as if the way the Old style Typography had no function.

Personally, I think the Old Style type was definitely meant to convey beauty. It ignores all the rules and theories we know of today but it works perfectly for the time it was made in. Most books that were printed around that time were biblical. Making the book extravagant, and nice to look at were made to convey the beauty of the deity they believed in. It wasn’t meant to communicate another human but something bigger than themselves.

In the second part of the article it says., “the typographer to express this relationship clearly and visibly through type sizes and weight, arrangement of lines, use of color, photography” All of these requirements are met in the Old Style Typography, but limited to the extent of the technology used.

In this design I tried to use the grid to create an organized creative use of type with some key terms from the reading.  I found the grid to be an interesting way to work out text design by hand. There is a level of difficulty to this way of designing but it also gives you a feeling of organized freedom.  With more time and practice this way of designing can be a strong and beneficial way to create layouts of typographic design.

Overall what I get from these three short excerpts is design should be more intellectual. It should be more system-like and constructive. Design must be deliberate and intentional and confirm to a set of rules. To these artists systemic design is directly related to modern design. According to Brockmann good design is based on “strict formal principles” it is direct and follows a certain pattern. He also says “Every visual creative work is a manifestation of the character of the designer. It is a reflection of his knowledge, his ability, and his mentality.” As we can see here, creativity, spontaneity, abstractness etc do not fit the criteria here. Good design is based on what the designer knows and his ability to execute it. This leads to a more logical design mindset. There is not much room for creativity or expression if there are such restrictions as this. 

What I’ve noticed between Gerstner’s passage and Brockmann’s is that they both bring up the grid. They use the grid to represent the epitome of rational design. “Working with the grid system means submitting to laws of universal validity” says Mr. Muller. Though I don’t exactly know what universal validity means, I can estimate that it might mean widespread acceptance. Meaning that it can be understood by a huge number of people. Gerstner uses the grid as a plug in feature. It is made to gauge the amount of techniques to use in a confined area based on mathematical solutions. “The typographic grid is a proportional regulator for composition, tables, pictures, etc. It is a formal programme to accommodate x unknown items. The difficulty is: to find the balance, the maximum of conformity to a rule with the maximum of freedom” he explains. It is used to express the balance of logic and creativity.

To conclude, good design is based on logic, conformity and intentionality. It must be logical and follow a set system to make sense. Conform to existing laws and practices allowing it to be widely accepted socially. In addition must be intentional to show clarity. It gives clear direction and purpose to the piece displayed allowing it to be timeless.

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