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 Graphic Design Bass’s Contribution and six perspectives Dr Mohan S Gounder, CCIS, YU

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From the book, "Visual Communication with Messages"

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Graphic Design

Graphic DesignBasss Contribution and six perspectivesDr Mohan S Gounder, CCIS, YUSaul BassFamous Graphics designerFirst designer to create visual style that was used in an advertisementBass/Yager & Associates is the company he started for logos, product packaging and title sequences for motion pictures

Dr Mohan S Gounder, CCIS, YUBasss Contribution to Graphics DesignFilm WorkAs storyboard artist and director Visual messages of famous movie psycho (1960)Won many awards Grand AwardHugo AwardAcademy awardOscar nominationsDirected movie, Phase IV

Dr Mohan S Gounder, CCIS, YUBasss Contribution to Graphics DesignPackaging and Logos

Dr Mohan S Gounder, CCIS, YUBasss Contribution to Graphics DesignAdvertisements, Posters and Title Credits

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesPersonal PerspectiveDesign is thinking visual Saul BassTake time to note the various graphic elements within your field of viewSelecting and placing all the word and image elements of a presentation is the task of graphic designer

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesHistorical PerspectivePre-Getenberg (before 1455)Egyptians were the first culture to produce illustrated manuscripts and wall decorationsE.g Book of the dead (2300-1200 BC)

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesHistorical PerspectiveGreeksUsed natural shapesUsed the concept of golden ratio for their buildings

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesHistorical PerspectiveGutenberg (1456-1760)Invention of commercial printing press1552 publication: adding handwritten text to a paper book

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesHistorical PerspectiveIndustrial (1761-1890)Steam powered printing pressesMechanical typesettingAttracted potential customers through advertisementLithography was inventedEasier the use of images with wordsMeans writing on stoneGodefroy invented color lithographyLithographics process: oil and water dont mix

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesHistorical PerspectiveIndustrial (1761-1890)Lithography

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesHistorical PerspectiveArtistic (1891-1983)Merged graphic design with various technical advances like Halftone photographic scene processColor lithographyMotion picturesTV and computersDiscussed more in cultural perspective

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesHistorical PerspectiveDigital (1983-present)The computer marks the digital eraHigh quality laser printersPresenting photographs have radically changedGlobal distribution possible with webDigital cameras and cellphonesNews channels organize complicated visual messages

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesTechnical PerspectiveContrastDifferences in color, size symbolism, time and sound in print or screen designsGood design uses colors that complement each other slightlySize of the graphic element should vary depending on the frame size

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesTechnical PerspectiveBalancePlacement of elements within a designs frameA design is considered balanced if it equalizes the weight between the x and y axesA balanced design is more appropriate for format and classy presentations

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesTechnical PerspectiveRhythmThe way design elements are combined to control movement of the viewers eye from one element to another is called rhythmSequencing and simplicity Sequencing is the positioning of elements so that a viewer naturally views one and then another as desired by the designer

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesTechnical PerspectiveRhythmA simple design, the one that contains few elements will attract little viewer eye movementComplex design with several units will create tension as viewers eye dances from one element to another

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesTechnical PerspectiveUnityElements within a design should all be similar in content, with words and pictorial elements fitting the same mood.

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesTechnical PerspectiveUnityStylistic consistency refers to a design concept in which multiple pages or frames of a piece appear to be unified

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesEthical PerspectiveGraphic designer should balance conflicting approachesUtilitarianism Stresses the educational benefits of a publicationShould be readable legible and usefulHedonismAttract only for the purpose of commercial interest, shocking viewers or expressing personal statementGolden meanBetween the above two extremesBeing sensitive to ethical philosophies is one of the challenges of graphics design

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesEthical PerspectiveMust be sensitive to ethical considerationsE.g many products sold legally are harmful if used regularly (cigarettes)Saul bass and associates did not choose clients who sell harmful productsDesigners should be inspired by other work, not copy it exactly

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesCultural PerspectiveMost of graphic design began for political advertising postersLater adopted by mediaNine art movementsHave the most influence on graphic designNouveau, dada, art deco, pop art, punk, new wave, and hip-hop are free form approaches: free flowing placement of text and graphicsGrid artistic approach: de stijl and bauhaus styles

Dr Mohan S Gounder, CCIS, YUGraphic Design and the six perspectivesCultural PerspectiveFree form ApproachesArt Nouveaunew art (1890)First commercial art style to make products more beautifulInfluenced by Asian vases, paintings, and screens

Dr Mohan S Gounder, CCIS, YUFree form Art nouveauDr Mohan S Gounder, CCIS, YU

Free form Art nouveauHarie Toulouse gained popularity for his postersPhysically challenged, without legs, focused on artsDied at the age of 36

Dr Mohan S Gounder, CCIS, YU

Free form Art nouveauParrish designed cover and poster and known for his dreamy landscape with golden nymph like characters

Dr Mohan S Gounder, CCIS, YU

Free form Art nouveauWill BradleyStarted as errand boy and apprentice to a printerBecame art director for The Chap-bookWorked with ToulouseDr Mohan S Gounder, CCIS, YU

Free form - dadaDada means nothingGraphic elements reflected the way modern life actually was lived quick paced and tensePoliticians and wealthy individuals were particular targets of dada publicationsIt consists of typography of different sizes and styles randomly distributed on a pageDr Mohan S Gounder, CCIS, YUFree form - DadaDr Mohan S Gounder, CCIS, YU

Free form decoThe last of total stylesUnited buildings, objects, fashions and typographical and graphic designs by its stylish and distinctive look

Dr Mohan S Gounder, CCIS, YU

Free form decoInitially it was criticizedHarpers bazaar signed Erte for 10 years to make drawings for its coversUsed by department stores, corporate head quarters, automated vending machinesChrysler building in NY is example

Dr Mohan S Gounder, CCIS, YU

Free form decoDr Mohan S Gounder, CCIS, YU

Free form Pop artCombined art nouveau and dadaShort for popular1960 , political movements, anti-vietnam war1970: influenced fast food, comic books and supermarket product packagingDr Mohan S Gounder, CCIS, YUFree form Pop artDr Mohan S Gounder, CCIS, YU

Free Form - PunkLate 1970sCalled neo-dadaPlaced typographical and visual elements on pages in angry, rebellious and random waysUnderground comic books, music and fashion styles used this

Dr Mohan S Gounder, CCIS, YUFree form - PunkDr Mohan S Gounder, CCIS, YU

Free form New waveFounded by Swiss Wolfgang and American GreimanEase of typographical and visual manipulations made possible by computer technology

Dr Mohan S Gounder, CCIS, YUFree form New WaveDr Mohan S Gounder, CCIS, YU

Free form Hip hopStarted as a fashion, graphic design, graffiti art and dance accompaniment to rap music in 1970sImages on cloths, walls and within pages of magazinesDr Mohan S Gounder, CCIS, YU

Grid ApproachesFor organized and efficient presentations (print or architecture)De Stijl1917 during world war IUnemotional use of lines, common shapes and the primary colors believed to be spirit of cooperationToday variation of grid is used in news papersDr Mohan S Gounder, CCIS, YUGrid ApproachesDr Mohan S Gounder, CCIS, YU

Grid ApproachesDr Mohan S Gounder, CCIS, YU

Grid ApproachesBauhausFrom German word, to build houseGrid like skyscrapers Useful, simple and clearly defined forms

Dr Mohan S Gounder, CCIS, YU

Critical PerspectiveGood graphic design depends on audienceWith Computer Technology, technicians design the graphic most of the time To produce work that is functional and aesthetically pleasing Many times the graphic design is not decided by the professional graphic designers like in television, media, entertainment etc.Dr Mohan S Gounder, CCIS, YU