Semiotics

Thomas A Sebeok describes Semiotics as "The study of the difference between illusion and reality"; how we differentiate between living things and inanimate objects. Semiotics is the theory of signs, informing the reader of its purpose through an illustrative medium. However signs only signify a meaning when we attach a meaning to it. If we agree upon its significance it can mean anything we like and can take on multiple interpretations, for example the image of a hand -  stop, hello, goodbye, hi 5, ect. 

In this case it represents stop, this is due to the context in which the hand is surrounded. The colour red connotes danger, and therefore is likely to mean an order or instruction rather than a friendly gesture.

Due to the prevalence of signage we tend to unconsciously associate them to cultural conventions. The linguist Ferdinand de Saussure invented a model which describes the composites/ elements of a sign. "He defined a sign as being composed of: a 'signifier' (signifiant) - the form which the sign takes; 

and - the 'signified' (signifié) - the concept it represents." e.g. disabled access

sign = signified + signifier; the associations of the two parts is what provides our understanding.

 There are 3 types of signs; the first is an Iconic sign which has a direct implication it simply describes what it represents. An example of this would be the disabled symbol as seen as above, it looks like a person sat  down on a wheel - which would therefore connote a wheelchair which is associated with disabilities. 

2nd - Indexical - The signified and the signifier have a causal relationship, an example of this would be the infamous peace symbol. This was designed by Gerald Holtom a member of the  campaign for nuclear disarm of which the symbol originated. The design employs naval semaphore of the two letters N and D (nuclear disarmament).  The N is displayed using two flags, each pointing down at a forty five degree angle, and the D is again two flags but this time with both arms outstretched one straight up and one straight down. The semaphores are supposedly upside down, i.e. the D is over the N which stands for anti-miltary. 

This symbol was quickly adopted in the US and its power was reinforced through usage in civil rights marches, it was also strongly opposed by fundamentalist organisations. 

The design is one of the most widely recognised signs in the world.

3rd - Arbitrary - The sign has no relation to what it refers to, (double yellow lines) neither direct or indexical. When using arbitrary signs we have to know the person were communicating with understands the same meaning. This type of sign relies exclusively on the reader having learnt this meaning.

These two symbols would be completly lost on someone who has no understanding of astrology. Each represent Mars or Venus the concept of men and women are from different planets. This notion is widely understood in somewhere like Britain where we are rich in diverse cultures. Remote destinations may not  acknowledge existence of other planets and their individual relation to behavior. Therefore using this sign as a way of communicating your gender or beliefs will not be recognized.


When designing it is important to consider semiotics to ensure the message you are communicating will be correctly interpreted. Signs are entirely dependant on their context, without which we have no undersatnding for what they imply.




Bibliography


http://www.aber.ac.uk/media/Documents/S4B/sem02.html
http://www.designboom.com/contemporary/peace.html
http://www.curlcandy.com/
http://www.clker.com/clipart-28179.html
http://www.psdgraphics.com/icons/male-and-female-signs/

The best design disrupts

TBWA describe disruption as "a tool for change and an agent of growth: a working methodology and a life view philosophy."

Disruption is doing something different, taking what is known and what is expected and turning that on its head to create something controversial, the unexpected.

Guinness's Surfer advert is a perfect example of disruption. They have created one of the most famous advertisements in history and not once do you see the product. This is revolutionary it breaks the mould of the traditional cliche low angle shots of an icy cold beer, or watching beer being poured from the tap, as it smoothly washes into the glass. Guinness combines various historical concepts, from the story of Moby Dick to the Roman god Neptune.

 The Guinness ad plays around the concept of time, having patience. It takes 2 minutes to pour, a long time to wait for a beverage. This is worth it though "tick followed tock followed tick followed tock..." Onomatopoeic words of time passing this pumping of adrenaline, the delay for the dream ale. One man holds out, the other sailors return to the bar. It's all about waiting, for that perfect moment, the moment you can catch the almighty Moby dick.
The advert appeals to men in their middle ages, delivering the excitement, youthful fun. A feeling of adrenaline rushing is created by the beat of the drum, it becomes stronger and more powerful as time ticks on.  A metaphor for what happens to the drink.


Use of white horses as symbolic imagery for the rolling white waves. As Neptune races to the shore, ride with him or be knocked off with a crushing blow. The black and white film suggests a history, its been around, the drink itself is patient. Everything becomes exaggerated to emphasise the message "good things come to those who..." , horses become giant as does the wave, displayed as a miniature tsunami. Notice how the birds eye shot of the wave appears as the fin of a whale reinforcing its connection to Moby Dick.


The disruptive breaks down the barrier of the cliche and the obvious, Guinness have taken historical references and transformed them into a metaphoric narrative of waiting for your drink to be poured. It captures your imagination, turning a negative aspect of time passing into a positive. Advertisments and branding creates chaos at every turn perhaps the only place we can escape is the safe confinements of our minds. Every now and then an ad will creep through, deep into your subconscious, the only way to achieve that is to disrupt, to take something completely unconventional and put it into the context of your audience.

Bibliography


http://www.tbwaconnect.com/index.php/disruption/5;0

http://www.youtube.com/watch?v=zcdDg30VBgo

http://books.google.co.uk/books?id=4k8KEE9MsEMC&pg=PA295&lpg=PA295&dq=moby+dick+waiting+for+the+whale&source=bl&ots=1mUuu4C4hV&sig=ChPpxRrzsBVoP5zh51zDIJljwwY&hl=en&ei=WRyWTZ3tAce4hAfpuaTrCA&sa=X&oi=book_result&ct=result&resnum=1&ved=0CBYQ6AEwAA#v=onepage&q&f=false

http://www.cengage.co.uk/yeshin/students/guinness.pdf

Design Canons: Information Design

Information Design creates a story out of critical pieces of data, attempting to translate it into a context we understand, thats relative.

Richard Saul Wurman; Information architect creator of access guides, making specific topics easier to understand. However with transition over to digital, many may argue these guides are now redundant. However this piece of information design, is intended to take over digitally, and through traditional media. Created to explore the concept of population, overpopulation and the effect its having on our ever expanding planet, economically, politically and environmentally. "This 5+ year initiative will deliver results via5 channels: web (including mobile), television (broadcast and cable), print, exhibits and seminars." Clearly Wurman aims this at wide audience from companies or individuals involved in globalization, to anyone interested in world news.  This puts into context the rapid increase of society, and how this will continue to change the way we live.
The top of the visual hierarchy, bright red, bold, large font draws instant attention to the numbers, which are the most important part as it forms the statistic of the worlds population, or 19 cities population to be exact. The image is split into 3 columns which partially hide 2 sections of numbers and the map. This may be due to the fact that both the first two columns could change at any minute, as the later displayed human counter demonstrates by exaggerating the amount of people coming into the world at any one time. The numbers still highlighted in red but smaller are second to take your attention, as it explains their meaning. Black sans serif type, in keeping with simple, minimalistic image, overlaying the previously mentioned columns. Finally the soft grey silhouette of the map is strong enough to be easily distinguishable from the background but does not interfere with the powerful statistic and thus reinforces it. 
The red type connotes danger, that if we continue like this our world may collapse in on itself. The grey of the map suggests that the land as we knew it is fading away, or being washed away by increasing sea levels. The white background emphasises this black fading to white, also a white background draws no attention to itself therefore promoting a strong visual hierarchy.
By employing use of multiple media platforms, once the gathering of data is complete you won't be able to get away from this piece of design. Already 10 worldwide partners are involved, and over the course of its progression the experiment will build hype, and gain publicity. Wurman has ensured all his bases are covered to reach the widest audience; digital as a portable device, print for those that still prefer old fashioned media, parents that don't regularly access the internet will most likely catch it on tv, and students or professionals will find themselves in seminars about it. There will be no escape, from this design it is a contemporary, ever pressing topic of discussion and debate that needs to be addressed.


Bibliography
http://www.192021.org/

Ethics of Design

As a student practicing design with strong values and beliefs how can I sit on the fence when designing? Every design, every advert has its influence;  the ideology of Santa Clause, being rebranded from a man dressed in a long, green, fur lined, robe depicted as Charles Dickens, Ghost of Christmas Past. To German mythology reflecting the god Odin or Saint Nicholas known to bestow generous gifts upon the poor to save them from impoverished lifestyles, portraying him as a gift giver.

"Starting in 1931, magazine ads for Coca-Cola featured St. Nick as a kind, jolly man in a red suit. Because magazines were so widely viewed, and because this image of Santa appeared for more than three decades, the image of Santa most people have today is largely based on advertising." Cartoonist Thomas Nast drew Santa Claus for Harper's Weekly in 1862; Santa was shown as a small elf-like figure who supported the Union. This illustration of Santa developed for 30 years and along the way changed the color of his coat from tan to the now traditional red, and white that we associate with childhood.

("My Hat's Off to the pause that refreshes")

Coca Cola were perhaps the beginning of this capitalist snowball, sending the beverage overseas during the war, and creating international business. "Post-war America was alive with optimism and prosperity. Coca-Cola was part of a fun, carefree American lifestyle, and the imagery of its advertising - happy couples at the drive-in, carefree mums driving big yellow convertibles - reflected the spirit of the times." Or this was how it was supposed to be, the adverts of the 50s and 60s influencing an entire way of life in america; 50s suburbia, a utopia.

Individually I am more of a socialist and pro environment,  our consumerist 'needs' are destroying the beauty of the natural planet.  However I feel my beliefs are contradicted by being interested in advertising. Advertising promotes capitalism, replacing the old before its worn out, 'the story of stuff', 'consumerism a love story'.


The morals and ethics of design, the artistic style and development behind good advertising, and then this need to have the latest and greatest destroying the planet. Can I really sit on the fence? Would this mean then that my design may have a political agenda like Kennard Phillip's work.

Photomontage: Do we really need a third runway, in an already gigantic airport, with planes leaving every minute of the day, just to boost travel finance and thus the economy.

Photomontage: A comment on the bankers receiving compensation after they lost all of our money and we again have to pay. Which then relates to this capitalist society of the rich get richer and the poor get poorer.

Benjamin E. Lippincott describes post modernism or capitalism to be individual and fascist in its learnings, in that it really doesnt give us much choice, it is not a democracy to decide wether a new version of an existant product is required. Unstable way of creating society geared towards the least urgent of human needs.  The difference between having a car to get from A to B and having a car to demonstrate personal wealth. 

The previous generation that has started this love of consumerism are essentially to blame for this moral degeneration. We have been brainwashed into thinking this is right, yet we continue this way of life because it's what we know, we have developed and grown accustomed to certain aspects of urban life but there needs to be less of a grip on materialism. By the time it takes any effect, it wont be a problem to those of us around now, however does this mean we should ignore the issue?


By using economically friendly printing and distribution methods, less packaging ect, or to produce good design, that can sit on the fence when appropriate and then make a political statement when necessary, is that then ethical design?
I guess I'll only really find out how strong my morals stand one way or another as i continue into this career path. I would hope that I can somehow change the attitudes towards the environment and consumerism through design, and still be recognised as successful. 
As graphic designers we are advocates of mass communication, and these messages have an enormous impact on ordinary people, every idea needs to be over considered.


Bibliography
^{http://www.kennardphillipps.com/category/photomontage/}

http://en.wikipedia.org/wiki/Santa_Claus#Scandinavian_folklore

http://www.arthuriana.co.uk/xmas/pages/origins.htm

http://www.thecoca-colacompany.com/heritage/cokelore_santa.html
http://www.coca-cola.co.uk/about-us/history-of-coca-cola-1941-1959.html

Hells Angels - Book Cover Design

Back, Spine and Cover for Hells Angels by Hunter. S. Thompson. The final of 7 different designs.

(The blurb is taken from the original book.)

Thompson. S. H, 1967, Hells Angels, London, Penguin Books

Logo Design

Quick brief: Design a logo for Smile an outdoor clothing range company for hikers/ climbers.

As hiking boots are vital to the activity I looked at designing the name around something to do with the shoes, and after a while of messing around with drawing boots. I decided incorporating the name into the tread would work well on the boots and on a label. 

The spacing of the tread needs some work, but as a quick design I think the idea works well.

Design Hero: Bill Bernbach

"Rules are what the artist breaks; the memorable never emerged from a formula." - Bill Bernbach began a creative revolution changing the face of the advertising and graphics industry. The 50s and 60s were dominated by consumer culture, possessions were more important than anything else. After the Wall Street Crash of 1929 and the subsequent Depression, America was constantly stimulated to buy, conditioned to appreciate the joy of material things. This created a consumerist society, form followed function, form drives the desire to buy. A classic example of this is the Nash advert.

Visual Language, and Design and Composition

The advert claims that only true happiness comes from ownership of this car. With this car you can be the top of your class, show off infront of your neighbours. Buy Big.

 You can't get better, its the newest so its got to be the best..right?
So new no-one will have it...yet.

The holiday your going on won't be as good or as flash as this car, this drive will be the best part about it. But what a con because its not necessarily going to be the most comfortable or safest or best journey you could make but you show off while your doing it. 

All of these adverts use all the space, bright colours and clutter the page with this american dream lifestyle endorsing a disposable society. Our enormously productive economy demands that we make consumption our way of life that we convert buying and  use of goods into a ritual.

Bill Bernbach was sick of this narcissistic industry that is supposed to be about creation, but instead cons people and slowly begins to turn them against advertising all together.  Paul Rand and Bernbach joined forced starting their own company with the first art director to copywriter equal collaboration. DDB created graphics that dealt with real life, what they were going through, not having all this money you were supposed to have. DDB empathised with their audience, and this is how they changed everything.

Audience and Context

The Volkswagen Beatle was actually designed by Hitler, and in 1959 DDB were brought in to advertise it. DDB began in New York  a predominantly Jewish City, so how do you sell a Nazi car to Jews? By recognising who the audience was and respecting them. Instead of bullshitting, just telling the truth. 

Yes it was designed by Hitler, but its actually a pretty decent car. 

The photograph is of one of the cars from the production line that didn't make it, due to a imperfection on one of the doors. Lemon an insult in america was thus used to describe it, it was useless - a lemon. The advert was a double entendre, open, honest and funny. The first ad of its kind.

Visual Language, and Design and Composition

Many more ads of this original style were then created

This style is still rarely used today, as clients hate to pay for space that isn't being used. But how much more effective is this.  By placing the product at a distance on a sea of white space, it encourages you to   focus on the car, there is nothing else to distract you. The car is small, its not flashy, but why not. 

Less is more. 

Also due the era this advert was fairly controversial, going against everything every other company has been trying to tell you...think big. DDB recognised the american dream didn't really exist and not everyone can afford the luxuries that they were supposed to have. Why not think small.

In 20 years the car barely changes, no need for adjustment or alteration like all the fancy cars that come out. This is perfect as it is. 

 Making a comment on 50s society, if you're trying to impress by having a big car, big house ect but maybe can't afford it. Get the Beatle it will at least make your house look like its bigger. 

Creative Thinking

By looking at the context of the time in which we are designing for we can understand the needs of our audience and create something which has a direct appeal. 

Cadburys' - Gorilla - "A glass and a half full of joy."

At the beginning of 2007 sales of cadbury's chocolate plummeted as their unhygienic method of storage caused a contamination in their chocolate, causing an outbreak of salmonella. Cadbury's needed something new to get their name back out there amongst trusted products. People remember eating Cadburys chocolate when they were younger, and have fond associations of these memories, so ad agency Fallon were briefed to "Bring back the joy". Juan Cabral using the style of classic DDB did this in the direction of the now legendary commercials.

This style of advertising is so effective it doesn't ram information down your throat or force you to accept a brand. Fallon with Cadburys like DDB create humour and entertainment. Memorable advertising, make the audience think and appreciate the idea, and the function of the product your selling. (DDB Volkswagen Beatle advert -

 "How does the man who drives the snowplow get to the snowplow?" ) 

 Bernbach is a design hero, he took graphics by the scruff of the neck and brought it back to what it should be, creative, fun, unique, and not solely about affluence. In relation to my work or any other graphic designer, understanding your audience is key.  Always create something thats memorable. "Think Different".

Bibliography

http://www.volkszone.com/VZi/volksgallery/index.php?n=14

http://www.dotkite.eu/#/news/think-small/

http://adsondisplay.blogspot.com/2009/12/some-vintage-beetle-ads.html

http://www.youtube.com/watch?v=_wGbjyrclbs&feature=related