BA ILLUSTRATION STAGE ONE UNIT 1 Written ASSIGNMENT Part III

Part III: Quotes & Citations

Communication is carried out in a very simple way, however the content itself may not be simple. Such efficient and aesthetic images are based on the creative effort of designers themselves. The idea may be represented through a symbol, texture, or color. Therefore, in the age of modernism, things being visualize are no longer things we can see, but ideas or concepts that we cannot see or touch. 

‘ The problem is not simple; it is very complexity virtually comprehensible, one which translates abstract ideas into visual forms.‘ (Paul Rand, 1947, p.13)

The next step in the development of cubism was the bird’s-eye view, giving a more inclusive vista. To see an object frontally means to see it in elevation. From above not only the elevation can be seen, but also the plan and some of the sides. (Moholy-Nagy, 1946, p. 117)

Moreover in the modern age, information and demands are increasing, information are booming out from everywhere. Therefore, a right visual manner and tone is a very important element to help the reader to identify and choose the right thing to look at.

Due to this problem, the working way of designers change. They are no longer only paint, but use tools that relate to the things that they are visualizing. For example, Ruedi Külling’s poster for Bic pens Ad, 1965. The designers work with ball pens to show the genuine feature of the product. 

‘Visual characterization makes for directness and immediacy. People haven’t got time to stop in the street, size a poster up, see what it refers to and then decide whether or not it interests them. Communication must be instant and it must be exact.’ (Bruno Munari, 1966, p.55)

Later, textures (woody, sandy, glossy) were added to the shading. They helped to attain better legibility. 

(Moholy-Nagy,1946 , p.124)

On top of this, visual experiments are very common at this age, and it helps designers to result unexpected outcomes. This is follows very well with the idea of modernism. There are no specific style of modernism, but there is the spirit of modernism. People are not keening on certain kind of method or tools. Instead, they are trying to explore different possibilities, as much as possible. Through this process, the designers has a large sheet of results and they can pick up one that best suits their idea. 

‘...experiments in the visual lead him to try out all possible combinations and methods in order to arrive at the precise image he needs for the job in hand, and no other...’ (Bruno Munari 1966, p.55)

Besides using a large variety of tools, the integration of image is also another milestone established by the modernist. As the image turns abstract, the images no longer need to look like real objects. Due to this, the image makers and designers integrate different images and created new meanings. Like the poster by Jan Rajlich, (1984, poster for Opera performance The Stani Divadlo Brno) the knife and the word ‘voicek’ are integrated, and the knife no longer stands for a knife, it can also stand for ‘i’.

By contrasting type and pictorial matter, the designer is able to create new combination and elicit new meanings.

(Paul Rand, 1947, p.82)

‘the business of 2 or more images in one must be taken into account by the graphic designer when he is trying to achieve really concentrated visual communication.’ (Bruno Munari 1966, p.72)