Gateways to Art Lecture 1, Week 1
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Transcript of Gateways to Art Lecture 1, Week 1
Chapter 2.4
Visual Communication Design
PART 2MEDIA AND PROCESSES
Copyright © 2011 Thames & Hudson
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Introduction
The essence of visual communication design is the use of symbols to communicate information and ideas
Traditional communication design was known as graphic design: the design of books, magazines, posters, advertising, and other printed matter by arranging drawings, photographs, and
Advances in printing processes, television, the computer,and the growth of the Web have expanded graphic designto include many more design possibilities
While based on simple ideas, visual communication design enables us to express our ideas with increasing clarity, style, and sophistication—valuable qualities in a rapidly changing world
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
The Early History of Graphic Arts
The ancient Mesopotamians were the first people to employ picture symbols in a consistent language system
The ancient Egyptians created their own version of picture symbols, known as hieroglyphics, as a written form of communication
Western alphabets have now lost any of their earliest connections with representations of things
Calligraphy expresses layers of meaning and feelings by means of the shape of written letterforms
During the Middle Ages, European artists combined calligraphy and illustration to craft illuminated manuscripts
2.58 Section of papyrus from Book of the Dead of Ani, c. 1250 BCE, British Museum, London, England
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Section of papyrus fromBook of the Dead of Ani
The Egyptians wrote hieroglyphics on scrolls madeof a paper-like substance created from the pith of the papyrus plant
2.59 Rubbing of stele inscription, Preface of the Lanting Gathering, Ding Wu version (Inukai version), original by Wang Xizhi, Eastern Jin Dynasty, dated 353. Album, ink on paper, 9⅝ x 8⅞”. Tokyo National Museum, Japan
2.60 Dutch History Bible, copied by Gherard Wessels van Deventer in Utrecht, 1443, fol. 8r. National Library of the Netherlands, The Hague
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Dutch History Bible
Illuminated manuscripts were executed in monasteries on prepared animal skins, called parchment
After being painted and lettered by hand, they were bound as books
This kind of design was very time consuming and produced only one copy of the book
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Graphic Design
Graphic design is the art of improving visual communication design
In text design headings, page numbers, illustrations, and the definitions of terms in the margin have all been carefully considered
In graphic design, the communication is intended to be instantaneous, clear, and direct
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Typography
The visual form of printed letters, words, and text is called typography
Type, a word derived from a Greek word meaning to strike, first came into existence with Johannes Gutenberg’s invention of the printing press in Germany around 1450
Gutenberg also created a technique for producing small cast metal letter shapes, known as letterforms, that could be set next to each other in a row, inked, and then printed in relief on paper using his press
2.61 Albrecht Dürer, pages from Course in the Art of Measurement with Compass and Ruler, 1538. Victoria and Albert Museum, London, England
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Albrecht Dürer,pages from Course in the Art of Measurement with Compass and Ruler
Dürer sought to create a set of rules for the design ofletter shapes
His was the first text to standardize how to create each letter using such geometric elements as squares, circles, and lines
Through these careful instructions a typographercould create letterforms similar to those used by the ancient Romans
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
2.62 Some font styles
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Logos
A logo is often simply a carefully designed piece of type, called a logotype, that is unique and easily identified
2.63 Ford Motor Company logo, c. 1906
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Ford Motor Company logo
In 1903 an engineer and Ford executive named Harold Wills created the original logo, which read “Ford Motor Company Detroit, Mich.”, from the lettering style usedon his business cards
His original design was later simplified into a plainer writing style that was common at the time
This particular font, known as Spencerian script, was derived from the style of handwriting that was practicedin America in the nineteenth century
2.64 Chevrolet logo, first used in 1913
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Chevrolet logo
The Chevrolet logo was first used in 1913 and has beenan identifying mark for the company ever since
Originally, the name “Chevrolet” was written across the simple stylized cross (called the “bowtie”)
Over time, the symbol became associated in people’s minds with the name, which was then removed from the design
It now communicates the company name without usingone letter of the alphabet
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Illustration
Illustrations are images created to inform as well as to embellish the printed page
Good illustration is critical in such fields as medicine and science, where it may communicate essential information more effectively than text or a photograph
2.65 William Morris and Edward Burne-Jones, page from Works of Geoffrey Chaucer, Kelmscott Press, 1896. British Museum, London, England
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
William Morris and Edward Burne-Jones,page from Works of Geoffrey Chaucer
The nineteenth-century English artists and designers William Morris and Edward Burne-Jones believed society should reject rampant industrialization and restore hand craftsmanship
Their illustrated book of the works of the medieval poet Geoffrey Chaucer was handcrafted so that each page contained illustrations, illuminated characters, and patterns
The illustrations allow readers to experience and understand the works of Chaucer more richly
They support and enhance the written words
2.66 Norman Rockwell, Rosie the Riveter, 1943. Oil on canvas, 52 x 40”. Crystal Bridges Museum of American Art, Bentonville, Arkansas
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Norman Rockwell, Rosie the Riveter
Norman Rockwell drew covers for the Saturday Evening Post magazine for forty-seven years
One of Rockwell’s most effective and memorable images is a character he created to support the war effort on the home front during World War II
Rosie the Riveter, a female construction worker, symbolizes the contribution American women were making, working in jobs traditionally held by men
Rockwell’s Rosie sits defiantly and confidently as she looks down from her lunchtime perch
2.67 Kok Cheow Yeoh, Kiddo, c. 1994. Computer-generated vector drawing
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Kok Cheow Yeoh, Kiddo
Digitally created
Yeoh’s images, such as Kiddo, can easily be distributed via many different mass-media channels
He controls color so that his work is relatively inexpensive to print and uses less disk space on a computer
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Layout Design
Layout design is the art of organizing type, logos, and illustrations in traditional print media
Good layout design is essential if information is to beeasily understood
One of the main considerations in layout design is spacing Designers are very aware of white space—the voids that lie
between text areas and images—and are careful in its organization and distribution in their layouts
2.68 Henri de Toulouse-Lautrec, La Goulue at the Moulin Rouge, 1891. Lithograph in black, yellow, red, and blue on three sheets of tan wove paper, 6’2½” x 3’9⅝”. Art Institute of Chicago
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Henri de Toulouse-Lautrec, La Goulue at the Moulin Rouge
Toulouse-Lautrec created posters for his favorite Parisian nightspot, the Moulin Rouge
Uses a free, rounded writing style that is as casual as the spectators in the nightclub scene, as they watch La Goulue (the nickname, meaning “The Glutton,” of the dancer Louise Weber) dance the can-can
Toulouse-Lautrec’s great skill as an illustrator and typographer is apparent in the excellent hand-rendered text and images
2.69 Hill, Holliday, Connors, Cosmopulos advertising agency, Boston, Massachusetts, Tyco—A Vital Part of Your World, 2005
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Hill, Holliday, Connors, Cosmopulos advertising agency, Tyco—A Vital Part of Your World
The designer carefully controls the color and size of the fonts so that the list of Tyco products and services reveals the face of a young child
The designer effectively communicates the suggestion that Tyco’s products and services are vital to her and others’ survival
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Web Design
The use of text and image in mass communication has evolved from the motionless design of print publicationsto the interactive designs used on the World Wide Web
The Web allows designers more freedom to add interactivity so that text and image can change as the reader progresses through the information presented
2.70 Carolina Photojournalism Workshop, Seth Moser-Katz (design) and Emily Merwyn (programming). Photo Eileen Mignoni. School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill, 2008. http://www.carolinaphotojournalism.org/cpjw/2008/
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Carolina Photojournalism Workshop
The artist, Seth Moser-Katz, has placed a large photographic background image, illustrating the important issue of beach erosion, into the page design
The central location of the gray text-box combined withthe open space around it draws attention to the written message
Moser-Katz has also cleverly created a series of rectangular images as hyperlinks at the bottom ofthe design
By employing good visual communication design Moser-Katz makes the message more direct, clear, and engaging
PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Conclusion
Calligraphy is the sophisticated art of expressive handwriting and influenced the first Black Lettermachine-made typeforms
With the advent of the printing press, the new art of typography focused on refining the attributes of movable type, leading to new Roman-inspired letterforms
Typographers further enhanced the communicative possibilities of their medium by developing the use ofbold, italics, varying sizes, and color
Logos and logotypes identify millions of organizations quickly, powerfully, and memorably
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PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
Gateways to Art: Understanding the Visual Arts, Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
(Media/Processes)
Visual Communication Design
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PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
This concludes the PowerPoint slide set for Chapter 2.4
Gateways to Art: Understanding the Visual Arts By Debra J. DeWitte, Ralph M. Larmann, M. Kathryn Shields
Copyright © 2011 Thames & Hudson
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PART 2MEDIA AND PROCESSES
Chapter 2.4 Visual Communication Design
2.58 British Museum, London 2.59 Tokyo National Museum 2.60 Koninklijke Bibliotheek, The Hague, Folio 8r., shelf no. 69B 10 2.61 V&A Images/Victoria & Albert Museum 2.62 Ralph Larmann 2.63 Courtesy Ford Motor Company2.64 General Motors Corp. Used with permission, GM Media Archives2.65 from Works of Geoffrey Chaucer, Kelmscott Press, 18962.66 Printed by permission of the Norman Rockwell Family Agency. Book Rights Copyright © 1943 The
Norman Rockwell Family Entities2.67 Courtesy Kok Cheow Yeoh2.68 The Art Institute of Chicago, Mr. and Mrs. Carter H. Harrison Collection, 1954.1193 2.69 Taesam Do/FoodPix/Getty. Image courtesy Hill Holiday2.70 School of Journalism and Mass Communication, University of North Carolina at Chapel Hill. Photo
Eileen Mignoni
Picture Credits for Chapter 2.4