OUGD501: Task 3- Connections & Research Question

Making connections seminar: 

Deconstruction (Derrida)

Derrida questions assumed hierarchies and structures within society. 

Derrida is completely against the dominant ideologies of western culture and how we see hierarchies. Deconstruction rejects the idea of a hierarchy and a structure because each item or word/ phrase inhabits the other. For instance here the example is reality and representation, western culture would argue that reality is more important but representation would not exist without reality and reality would not exist without the personas of representation. Representation builds parts of reality and it inhabits it, they therefore work together rather than one being valued more than the other. Deconstruction is therefore the rejection of hierarchies and structures, it is a blend of different parts which inhabit and work alongside each other. 

Speech was initially seen as being valued higher from intellectual lecturers, as they thought speech had a higher impact than writing ever could. However they both work together because speech is a version of the written word and writing is parts of speech shortened. 

Therefore typography, as part of graphic design, is a form of the written word. Writing is an expressional form and condensed representation of speech. Writing therefore as an expression can then be condensed further into what is known as typography. Typography is part of the written word and type on a page can challenge conventions of narrative and content. 

Deconstruction argues that typography and the written word are not separate. But in fact that typographic adjustments can make great impact on the written word. 

Glass is an interesting book and also piece of graphic design because it uses the written word and fragments the book into sections of columns to separate different parts of the narrative. Graphic design in this instance directly impacts how we read this text as a form of the written word, therefore showing that design has a direct impact on how we read an interpret words/ narrative. 

Pastiche: Jameson

Pastiche uses styles from the past as a form of postmodernity. It uses different parts of the past and puts them into current graphic design as a celebration of history and style. Pastiche is unlike a parody because it doesn't contain the motive to mock the style used, it is in fact a neutral form of expression because it is a repeat of what has been used before but without a need for a comment/ comedy influence. 

Jameson argues that capitalism uses older styles simply to sell goods. It is not a celebration of history and the past but it is in fact merging into the present day only through products which are repeated, it is not a true representation of history. Therefore Jameson believes that pastiche is used to sell goods and to sell the idea of the past and a style, rather than being informative of its history and using a style where it is relevant. 

The example above is stranger and stranger and they use a victorian aesthetic to create the alcoholic branding and packaging which is present in the hand drawn type, muted colour palettes (generally) and the drawings which are reminiscent of victorian etchings. 

Examples of pastiche: 

The use of 1950's aesthetic within current cosmetics and feminine branding:

(Soap and glory & benefit cosmetics) 

In terms of graphic design pastiche is useful for branding and other forms of design because of its depth in history, It is important to look at what has been used before to understand the codes of certain typefaces for instance. It is difficult to create design which has no cultural or history reference, so therefore it is important to be informed correctly and use influences from the past when necessary. Pastiche is used as a tool to communicate messages within design and is especially useful in branding because it allows the audience to feel comfortable because they have seen elements of the visual style before. 

Forming a graphic design question:

- Printmaking theme

- Printmaking is used in fine art and galleries but how is it relevant to graphic design?

- Modern technology such as fonts are now widely used, why are techniques such as letterpress still used within graphic design even though we have a wide variety of sources on a mac/ adobe suite?

- Digital printing and lithographic printing are now common practice within commercial print, why is there still a need for traditional printmaking techniques?

- Last year my context of practice essay was based on the Victorian Arts & Crafts movement and heavily based upon William Morris and socialist attitudes to art and design. I found the subject incredibly interesting and I benefitted from having a small introduction to some of the printmaking methods available. The briefs on the practice module have small time frames so I have found it difficult to be able to find time to produce work which is screen printed or uses traditional methods, I quite enjoy the experimentation and making which comes with these processes. It would be a great opportunity to further pursue this using my context of practice module.

- How is printmaking used in contemporary graphic design?

What is its place? Limited edition prints within galleries and high-end design (only)? Why is it still used today when technology is far more advanced and we do not have the limitation like those in the past? Why is craft and printmaking seen as expensive and of a higher quality? What is printmaking's place in contemporary graphic design?