Overview

You will be reading and annotating two texts: Paul Rand’s “Good Design Is Good Will” 1987 and Steven Heller’s “Underground Mainstream” 2008. In these texts, we will compare Paul Rand’s point of view as a corporate advertising designer and Steven Heller’s critique of the complex relationship between the underground and mainstream.

Read and annotate Paul Rand’s “Good Design Is Good Will” in  Graphic Design Theory: Readings From the Field page 64-69 and Steven Heller’s “Underground Mainstream” in Design Observer using our Hypothesis group  COMD3504_OL08.  Your response to the prompt should be about 200 words and checked for spelling and grammar errors.

Key Themes and Takeaways

Paul Rand “Good Design Is Good Will” 1987

Paul Rand was one of the most influential American graphic designers of the 20th century, known for the clear aesthetics that he adopted from European Modernism. Rand was prompted to write this article in response to what he considered poor design decisions from major corporations.

  • The relationship between designer and client should be a reciprocal one, at the highest level of management.
  • Neither the field of design nor that of marketing require any accreditation, which can lead to the proliferation of poor design that does not work well
  • Design is “a calling” rooted in the “creative impulse of an individual” and “self-realization.” Thus designers must dedicate themselves to uncovering good ideas based on instinct, aesthetics and taste.
  • The contrast between the modern surroundings of an office and the traditional setting of most homes confuses notions of quality and good design
  • Contributions of good design build the reputation and integrity of a company, which in turn has a “cultural responsibility” to “help shape its environment” and to develop goodwill toward consumers.

Steven Heller, “Underground Mainstream,” 2008

Steven Heller takes a look at the advertising industry as he delves into the complex relationship between underground and mainstream design.

  • Mainstream, corporate culture steals ideas from underground counter-cultural movements
  • ‘The avant garde is usurped when its eccentricity is deemed acceptable.’
  • Psychedelia is one example of an ‘alternative code’ that spread through youth culture before it was commodified and diluted for the mass marketplace
  • Culture-jamming appropriates the visual language of the mainstream to critique or undermine mass culture 
  • In contemporary advertising, underground and mainstream have been folded into one

Instructions

Following the instructions below, read and annotate the text with your classmates in our Hypothesis group COMD3504_OL08. 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 readings

In a new tab open the text Armstrong, Helen. Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Navigate to “Good Design Is Good Will” on pages 64-69. In another tab open “Underground Mainstream” in Design Observer.

2. Enable Hypothesis

The reading links above will automatically open Hypothesis. Login to your account and select our COMD3504_OL08 group (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:

  • Is the concept of mainstream vs. underground relevant in advertising of 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.

4. Read & Annotate.

Consider the questions/prompts listed above. Start to formulate the answers to these prompts 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: Mainstream Modernism and Reading Response 7 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. Use the Grammarly app or something similar to improve the clarity of your writing. Use visual examples to supplement your reading response. Consider looking back at the Learning Graphic Design History videos or the Course Resources to see if there are historical examples that will help support your ideas.

6. Post your Reading Response.

When ready, create a new post titled “Reading Response 7 – YourInitials.”

At the top of the post copy and paste the following: Paul Rand “Good Design Is Good Will” 1987 from  Graphic Design Theory: Readings From the Field page 64-69 and Steven Heller “Underground Mainstream” in Design Observer 2008.

Copy and paste the questions/prompts listed above. Paste your reading response from your Research Journal. Add links to your annotations in the Hypothesis group at the bottom of your post. Always add links and attribution for any images that you use in your post. Adjust any formatting issues that may have occurred while pasting. Use the Reading Response (Example) as a guide.

Please be sure to add the following title, category, and tags to your posts. For help with adding Categories and Tags, see OpenLab Help.

  • TITLE: Reading Response 7 – Your Initials
  • CATEGORY: Reading Responses
  • TAG: Reading Response #7
  • TAG: Your Name

Due Date(s)

Your reading response is due the day before the next session Sunday, October 24th, at 6pm to allow time for review.

Resources

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