Armstrong, Helen. Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Pages 9-12
The parallels between the avant-garde movement of the past and the design field of today are that designers are constantly learning and pursuing new design styles that are not limited to the mainstream designs of today’s society. Designers must have an innovative spirit, both in the past and in the present. “Just as designers in the early twentieth century rose to the challenges of their societies, so can we take on the complexities of the rising millennium.” This quote from page 15. There are countless questions waiting for designers, both past and present. And in today’s society, the development of technology and the spread of the Internet will allow anyone to design. Many people choose to show their designs on the web so that they can be discovered and noticed by the audience. “Graphic designers joined media activists to revolt against the dangers of consumer culture.” This quote from page 14. In today’s consumer culture boom, visual design factors have an irreplaceable role. Designers are consumers in a consumer society, and they also play the role of making consumption and guiding consumption. Therefore, as designers must look at the situation rationally and not design symbolic and useless designs for the sake of economic growth, and not to make excessive designs to please people. Designers should guide the correct view of consumption while manufacturing consumption, and should responsibly guide consumers to establish a healthy view of consumption. This is the design responsibility and professional ethics, the social responsibility of every designer in the context of consumer culture.
And I think when serious social issues or world problems arise, it will drive the recent avant-garde.
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