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Understanding Semiotics
Semiotics is the study of signs. Just like in linguistics, semiotics study signs, metaphors, analogy, and symbolism. Like linguistics, semiotics has been applied for anthropological purposes. Different signs are associated with specific cultural groups. For example, Meggs identifies Italian and German signs among others. Semiotics has been used in signs that have cultural meaning and sense. For instance, Saussureans semioticians were charged with looking beyond text specifications or functional practices. Their goals were to developed relations in signs such as: paradigmatic and syntagmatic, distinctions, artistic rules employed, and connotations.
The figure below shows Ratdolts Calendarium (Record Book)1. It was the first complete book with the title page. Additionally, the book illustrates 60 pictures of eclipses. Both solar and lunar eclipses in the book are in yellow and black prints. During this period, scientists were trying to dispel the fear of nature by creating an understanding of natural phenomena. Eclipses were exposed as part of nature rather than depictions of black magic. The book also shows elements of Ratdolts interest in astronomy and Mathematics.
Illustrations of Calendarium 2
Push Pin Studios
Push Pin Studios came from Push Pin Style. It was developed by hired designers and illustrators under the management of Schwast and Glaser. Part of their marketing strategies was the employment of freelance techniques to capture their market. It was a technique with limited visual relays or a unity of visual techniques or images, then its attitude about visual communication, openness about trying forms and techniques as well as reinterpreting works from earlier periods 3. Their goal was to integrate images and words into a wholesome decoration. Pushpin later found its way across the world under different management bodies. Further inventions made their designs more appropriate during this period.
Modernism Period
The break from historical or traditional painting; which also can be understood as a rejection of traditional methods, is the start of modernism. Modernism can be defined as the time painters started using definite shapes in the artwork. Cubism technique developed during this period. Modernism started when flat geometric shapes came into existence.
Before this period, came the New Art (Art Nouveau). Artists were getting inspired more by the natural world. Art Nouveau changed applied art, graphic work, architectural presentations, and illustrations. This art was symbolized by whiplash and sinuous lines. It metaphorically represented freedom among artist lovers and practitioners. This period is traced between the 1980s and the First World War.
During this time, artists like John Ruskin were fighting for the unification of all arts. Bauhaus unification is a major symbol of modernism. The New art duration also marked the entry of Japanese arts, which was majorly in print form. The industrialization period formed the key indicator of modernism in art. Modernism art had emphases put over functionality rather than forms. Modernism implies the elimination of superfluous ornaments4.
Modernism came in after the First World War. People wanted to forget about the past and practitioners were trying to create a new world. It bore little resemblance to the past artworks. Industrial products and machines became a vital part of the artwork. Artists got interested in regular shapes in their paintings and illustrations. Painting surfaces became an important consideration of artists work. Ideas such as romanticism and impressionism came into existence during this time. Its communication included primitivism and positivity. People came to realize the artwork not only as a mode of presenting beauty and entertainment but also the passage of vital information. Modernism became eminent with the evolution of the Jazz age and moving pictures5.
Meaning and Discussion of Pentagram
Pentagram firm started in 1962 under Bob Grill, Collins Forbes, and Allan Fethcer. They sent a closed package from the United Kingdom to and later used it like a magazine cover shot. Pentagram is the pioneer designer of modern art. Its success has been traced to people like Paula Scher. The designers have created an identity in promotional materials, environmental graphics, and publication designs. Pentagram presents the historical development of art from modern to postmodern arts. It is also an artistic cultural identity ground for many art enthusiasts like Meggs.
Postmodern Designs
Swiss postmodern design was the first to spread. Swiss artwork created playful, neutral, non-orderly layouts. The first new kinds of these works were produced by Rosemarie Tissi and Siegfried Odermatt6. Elements symbolic roles were later added to deliver the content of artwork by San Francisco designers. Postmodernism has emerged with little involvement in content as prior artwork. In postmodernism, the central idea has been placed upon expression and critical theory.
Postmodern art criticizes the accumulation of symbols and culture in art. Graphic designs analysis involves the application of linguistic terms as a visual language. Postmodern relied on the ability of the audience to read and view simultaneously. Apart from being seen, images are read and interpreted. Consequently, typography is read and interpreted. Postmodern art focuses on the audience to read and interpret the information independently rather than by the guidance of the artist. Postmodernism has seen high technology computer designs and corporate marks.
Trends in Art and Design
Design is continually growing. This is facilitated by technological advancements. Education has also shifted consumer tastes that make designers struggle to meet demand. Artists are turning more to natural designs. Most computer websites are trying to incorporate natural backgrounds in their designs today. Nature provides freshness quality and aesthetic beauty. Across the period, artists have tried to create patterns that match the functionality of the product. Consequently, the trends in artistic brands are moving towards creating social distinctions. Collateral materials are given elegant patterns to identify their elite nature. The figure below shows a wine bottle decorated to show the products sophistication.
Design is moving towards the creation of information graphics. Statistical representations are becoming very vital due to the increase in the level of literacy. The business community requires this information to interpret the information content. As a result, designers are working hard to meet their demands. In achieving this, they ensure the audiences attention gets captured by detailed statistical works. The figure below shows a sample statistical data that was relayed in a computer advertisement.
Cloud Computing
Lighter color and lighter texture is a future design trend. Unlike in the past where dull colors were given much attention, the current trend sees lighter colors taking center stage in the artwork. Light materials are gaining importance in design as they are perceived to enhance quality. They also help in bringing out depth in three-dimensional works better. Computer designers find light color vital in creating depth in three-dimensional objects. The example below shows how light has enhanced details in the artwork.
The impact of light on the three-dimension design
Art is still evolving from a wider perspective. Consequently, designers are getting attentive to environmental sustainability. While designers in the past gave little attention to the influence of their material on environmental issues, the current trend shows a lot of concern on the choice of materials being used in arts. Artists are looking for materials, which can be recycled and also have little impact on the environment. Consequently, designers actively participate in environmental management programs such as tree planting exercises.
Bibliography
Philip, Meggs, and Alston Purvis, Meggs History of Graphic Design (New Jersey: John Wiley and Sons, 2011), 54-502.
Footnotes
- Philip, Meggs, and Alston Purvis, Meggs History of Graphic Design, (New Jersey: John Wiley and Sons, 2011), 100.
- Philip Meggs and Alston Purvis., 101.
- Ibid., 444.
- Ibid., 250-283.
- Ibid., 260-350.
- Ibid. 468.
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