Transcript Graphics question B Mucha Glaser

Graphics.
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• Int 2 Design Question. Graphics.
Looking at two graphic designers work.
• Step by step guide to answering question
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Remember that this question is worth 10 marks and is to be answered in 15 minutes so
the examiners are not wanting the life story of the designer or the complete history of
Graphic design.
What they are looking for are Key words in your answer and these are contained within
FARMS
If you discuss both designers using these key words in your answer and add your
personal opinion of both designers work you will score well.
Key questions you can ask yourself when looking at graphic design.
What is the design’s FUNCTION
Example : The function of the design is to advertise a product
Or: The function is to convey a Message to a certain Audience(or target
audience)
Aesthetics: How pleasing is the design to the eye?
Does it convey a sense of elegance and chic?
Is the Imagery minimilist(meaning deliberately stark and sparse in
composition) to convey a certain message or not aesthetically pleasing to
fulfill a purpose.
Are the images representational, abstract, semi abstract,
geometrical,distorted etc
Font How important is lettering or typography.
Describe it.
What part does it play to enhance the overall composition.
Composition means putting together the visual elements in a graphic
design(line, shape,tone, texture, colour)
Discuss the composition…Line and shape.
Colour and Tone
Some elements of CELTISM can be applied when talking about the visual
elements of a Graphic Design
Describe Contrast of Line , shape, tone and colour.
Describe the Materials used to produce the imagery.
Example…individually produced print with inks on a stone
slab(Lithography)
Computer generated image
Digitally enhanced photography
Hand drawn image scanned to computer.
• Manufacture Mass produced using digital industrial printers for large
distribution. Packaging or poster campaign
• Individually created for an exclusive market. Eg hand produced prints
screen printing,etching,Lithograph.( Remember the title will tell you
how it was produced.)
• Style and movements Is the graphic imagery in a certain style?
• Eg Art Nouveau, Art Deco etc.
• References Refer to other designers work and compare.
• Reaction It is very important that you add plenty of personal opinion
and say why you like or dislike a design.
Lets look at 2 Graphic Designers from different
periods in time using FARMS.
Alphonse Mucha
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Mucha’s graphics were primarily
commercial posters
Their function was to advertise a
product or a venue such as a theatre
or an exhibition..
Function
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Mucha did hundreds of different poster
designs and advertisements and
although there are certain standards to
his fonts, he virtually reinvented his
font style for every poster, producing
dozens of distinctly identifiable styles.
In addition, Mucha's fonts are almost
always tapered, with the top of each
letter substantially wider and heavier
than the bottom, though this tapering is
occasionally reversed. Mucha fonts are
also characterized by a tendency for
characters to have very flat, broad lines,
almost like hats, on the tops of the
characters. These elemenst make it easy
to identify Mucha fonts and have
become identifiable with the Art
Nouveau style.
Alphonse Mucha
Font
Alphonse Mucha
Aesthetics
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The aesthetics of Mucha’s graphic
images were visually pleasing and
attractive and personified beauty
and elegance.
Alphonse Mucha
Audience (target audience)
What audience is the graphic image to appeal to?
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Theatre audiences
Consumers of various products
including Alcohol(champagne and
beer),cigarettes chocolate and
perfume.
The target audience could possibly
be described as middle to upper
class with disposable income.
Alphonse Mucha Reaction
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Write your reaction and personal
opinions of the designs of Mucha.
Alphonse Mucha References
• Japanese Art
• Art Nouveau
• Czech Art
Alphonse Mucha Market
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During a long career in Paris he took
commissions for illustrations, portraits
and decorative projects, but became
most famous for his poster designs for
plays, particularly under the patronage
of Sarah Bernhardt in the 1890s. The
success of his posters led to a
commercial career in decorative design
for commercial and advertising
products.
Alphonse Mucha Materials and Manufacture
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Mucha produced his posters as
lithographics.
Lithography is a method for
printing using a stone or a metal
plate with a completely smooth
surface .
Posters would be produced in small
numbers as the stone or plate
would have a limited lifespan.
This method of printing was labour
intensive and time consuming.
Alphonse Mucha
Movements
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Japanese Art and prints.
Art Nouveau
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Art Nouveau was an international
movement and style of Art and
Design which focused on the
decorative aspects of Art and
Design. It peaked in popularity at
the turn of the 20th century (1890–
1905).
Mucha was a typical Art Nouveau
designer
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Alphonse Mucha
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Posters
Stamps
Bank notes
Decorative panels
Media
Alphonse Mucha
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The message of the graphics was to
sell the product or attract the target
audience to venue or event through
the use of appealing imagery,
tastefully portrayed with associated
beauty and elegance.
Message
Alphonse Mucha
Suitability and success
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Write your opinion of the
suitability and success of Mucha’s
graphics in terms of advertsing the
product and whether the overall
look of the imagery would prove
attractive to the target audience.
Alphonse Mucha
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Art Nouveau style
Ornamentative
Decorative
Elongated
All of Mucha’s graphic designs
were produced using the same
format in terms of subject matter,
layout and composition, and use of
the visual elements.
Style
Alphonse Mucha
• Shape
Shape and the visual elements
Alphonse Mucha
• Line
The visual elements
Alphonse Mucha
• Colour
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In contrast with contemporary
poster makers he used paler pastel
colors.[
The visual elements
Alphonse Mucha The visual elements
• Tone
Alphonse Mucha The visual elements
• Pattern
Alphonse Mucha
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The female form wearing patterned
garments and ornate headgear.
Flowers and Decorative panels
Mucha's works frequently featured
beautiful healthy young women in
flowing vaguely Neoclassical
looking robes, often surrounded by
lush flowers which sometimes
formed haloes behind the women's
heads.
Subject matter
Now lets look at Milton Glaser,
a contemporary designer who is still producing work today
Milton Glaser
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The role of Glaser’s posters is
to convey information to an
audience, in order to move that
audience to change their
perception and produce
awareness of an issue or event.
• His commercial posters are
designed to convince an
audience to buy goods and
services
Function
Milton Glaser
Fonts and Typography
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Here are 6 fonts that Glaser
designed.
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Style of fonts are used to suggest
certain qualities and appeal to different
emotions eg calm and order, busy
aggressive chaotic elegance
sophistication rebelious disjointed
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Glaser’s fonts tend to be hard
edged and clearly defined.
Milton Glaser Font
Milton Glaser
Fonts and Typography
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Aesthetics are the characteristics and
qualities of an item based on its appearance.
Aesthetics can also be a term used to
describe an image as beautiful, or portraying
beauty.
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Glaser’s graphic productions can depict
imagery of beauty and elegance or more
disturbing ,more threatening images
depending on the message which he is trying
to portray and the target audience he is
appealing to.
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So you get an award for doing a beautiful
package, but without any discussion of
the consequences of using the product,
because that was not something you’re
supposed to consider. After all, design is
concerned with beauty, not with what
happens when somebody uses the
product they advertise.
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Milton Glaser Aesthetics
Milton Glaser
Audience (target audience)
Milton Glaser Reaction
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Milton Glaser References
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psychodelic sense of post- or
proto-art nouveau look.
Milton Glaser Market
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Milton Glaser Manufacture and materials
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I never touch a computer with these
hands but my
assistances of the office use it every
single day.
there is no way running a design
office without using
a computer
Glaser uses traditional methods of
drawing and illustration producing
designs on paper before handing
over to his design team to work on
by computer and arrange
typography.
Milton Glaser
His designs incorporate hand drawn
illustatrations photographs and
computer generated typography.
Milton Glaser
• post modernism
Movements
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wide range of design disciplines - print
graphics:
identity programs for corporate and
institutional marketing purposes,
logos (among them the ‘I love new york’
logo for the new york state
department of commerce, that became
the most frequently
imitated logo design in human history).
he has designed and illustrated more
than 300 posters
bob dylan poster for CBS records?);
1975 to 1977 milton glaser was the
design director of
‘village voice’ magazine.
in 1983 he founded the company WBMG,
a studio dedicated to
magazine and newspaper design work,
with walter bernard
(former art director of ‘time’). since its
inception, they have
designed more than 50 magazines,
newspapers and periodicals
around the world :
Milton Glaser Media
Milton Glaser Message
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to communicate ideas to the
larger culture
“The purpose of art is to inform
and delight.” It is to inform and
delight, not to persuade and
delight and there is a difference
between informing someone
and persuading someone.
Persuasion weakens people and
informing them, strengthens
them. It is a very profound
distinction. It is also another
reason why it is hard for me to
work in advertising and I don’t
do it very often.
Milton Glaser
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Suitability
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over the last twenty years it becomes more simple,
more direct,
I think stronger, more reductive... even though I love the
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decorative
I'm very interested over the last couple of years
of seeing how complex ideas can be expressed in
simple
graphic terms,
its most striking character is its randomness, its range,
very often you could not say that the job was done by
me,
because there are jobs that require the absence of style,
as well as those that require the presence of style.
as a graphic designer my work is characterized more
by drawings. more than many of my contemporaries I
love
to draw, love to illustrate, make pictures. for us who
came
out of the history of modernism, it might not be the
appropriate
way to work. perhaps it is just not a comfortable way to
work.
what I want to say is that it would be hard for somebody
looking at the range of things that I do to see a
persistent
pattern in them, except in the realm of drawing and
illustration...
where the choice of colors and forms are more
obviously
personal.
Milton Glaser
Style
the only subtlety is the wound, which is located on
the lower ‘west side’ of the heart. the shaded portion
represented the very area in lower manhattan where
the
once proud world trade center twin towers stood until
a
pair of hijacked passenger jets slammed into them.
showing a wounded heart is important.
to attain healing, the first thing one must do is to
acknowledge
that there’s pain. unfortunately the department of
commerce
seemed tepid to adopt this creation. that’s why I sent
the new
logo to the ‘new york daily news’, which lost no time
reproducing it and using it to wrap the newspaper.
close to a million copies of the logo circulated around
the city,
turning up on windows, lampposts and subway walls.
Milton Glaser
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Shape and the visual elements
In recent years, I’ve moved from
pen and ink and water color to
crayons and softer materials. I
think that’s moved me away from
the linear a little, but I still think in
terms of form and edges rather than
in tonality. I guess that’s the
difference: Painters see tonality.
My strength has always been in
shapes: Forms, edges and line.
The visual elements
• Line
The visual elements
• Colour
The visual elements
• Tone
The visual elements
• Pattern
• Picasso
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What I like about Picasso was his
willingness to take chances. He
abandoned one thing after another:
Surrealism, Synthetic Cubism,
whatever. He was always willing to
give it up. Artistic courage is usually
over emphasized. But it’s the ability to
leave something behind and try
something else when you don’t know
where you’re going. I think that’s
admirable and I love that quality in
Picasso.
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William Morris
MG: Yes. I was very influenced by him
and the Arts & Crafts movement and by
other social movements that linked
aesthetics and society through the idea
that a well-made object produces good
effects. I’ve always believed that if you
do something well, it will have
meaning.
Milton Glaser Sources
of inspiration
Milton Glaser
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Milton's ability to perceive and
communicate ideas with insight,
playfulness, and depth of meaning
Subject matter
Now compare both of these
designs from both designers
using FARMS.
Question B
Select two examples from different graphic designers.
Compare the techniques used to create memorable designs
Int 2
Higher
15mins
10 marks
30 mins 20 marks
Question B
Select two examples from different graphic designers.
Compare the techniques used to create memorable designs
Int 2
Higher
Alphonse Mucha. Monaco Monte Carlo.
1897. Color lithograph. 108 x 74.5 cm.
15mins 10 marks
30 mins 20 marks
Milton Glaser 1995 Type original Size 26 1/2 x
37 (in inches)