Reading Response 1 – Olya G.

Revisiting The Avant-Garde

Armstrong, Helen. “Introduction: Revisiting the Avant-Garde” Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Pages 9-15.

Questions

While reading “Revisiting the Avant-Garde” do you notice similarities between avant-garde movements of the past and the design field (or the world) of today?

Let’s look at a few terms you will find in the reading. In your reading response, define these terms and consider in what ways do today’s designers participate in, facilitate, or reject:

1. Authorship
2. Universality
3. Social Responsibility

Provide specific examples (ie: specific designers, social media tools, design trends, advertising campaigns, etc). Check out AIGA’s Eye on Design to find out what contemporary designers are working on.

What idea(s) or concerns do you think will drive the Avant-Garde of the near future?

Response

Certainly, there are numerous parallels between contemporary design and earlier avant-garde movements. Both are motivated by a desire to explore new ideas, push the envelope, and produce the unexpected. Both look to push the envelope and take chances. Both make an effort to investigate novel modes of thinking and problem-solving. Last but not least, they both aim to produce something that will leave a lasting impression on the globe.

Yayoi Kusama is one example of a modern artist who is comparable to earlier avant-garde painters. Kusama is renowned for her daring and experimental use of color as well as her investigation of abstract shapes, much like earlier avant-garde painters. Her work frequently examines concepts like infinity and the subconscious, which are also prevalent in avant-garde art.

Authorship: The act of producing something unique is referred to as authorship. Claiming ownership and accountability for a creative work is what it entails. Designers that take part in authorship will produce original designs, employ their own sense of style, and make an effort to produce something that reflects their own preferences and principles.

Universality: The notion that design should be imaginative, approachable, and appropriate for a wide range of individuals and places is known as universality. Independent of their clients’ demographics or cultural origins, designers who promote universality work to produce works that are both aesthetically beautiful and practical for a wide range of individuals.

Designing with consideration for moral standards, environmental sustainability, and the overall wellbeing of individuals and communities is known as social responsibility. Designers who place a high value on social responsibility will make designs that are conscious of potential negative effects on the environment and society, and they will work to provide goods and services that benefit society as a whole.

1. Technology: As technology develops and becomes more prevalent, it is likely to influence the direction of avant-garde art as artists experiment with novel applications of and integrations of digital media. 

2. Virtual Reality: As it gains popularity, virtual reality is expected to be applied to avant-garde art to provide one-of-a-kind, immersive experiences. 

3. Environment: Artists will increasingly use their art to highlight environmental challenges including climate change and environmental degradation. 

4. Interdisciplinarity: In order to produce more immersive and engaging experiences, avant-garde art will probably continue to combine components from several disciplines, such as music, performance, and cinema.

Annotations

• Typophoto
• For Hara, as for the avant-garde, the answer lie
• Swiss Style