Multidisciplinary and boundaries
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A lecture that examines the boundaries between design disciplines particularly from a Graphic design perspective
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Multidisciplinary and boundaries
- 1. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 MULTIDISCIPLINARY AND BOUNDARIES Working within and beyond the field of Graphic Design
- 2. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 RECAP FROM LAST WEEK: The nature of design and creativity is incompatible with principles of generalism and specialism. Designers have always crossed boundaries of discipline. CONTEXT
- 3. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 CONTEXT PETER BEHRENS Clockwise: Portrait, AEG Ventilator (1908),, AEG Turbine Factory (1909), German Embassy in Saint Petersburg (1912), AEG Corporate Identity (1907), AEG Kettle (1909), The Kiss (1898) Architect, Industrial Designer, Graphic Designer, Painter
- 4. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 ALAN FLETCHER Graphic Designer, Advertising Creative, Illustrator, Writer CONTEXT
- 5. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 CONUNDRUM: How do we describe graphic design within the framework of disciplinarity? Is graphic design a : A. Intra-disciplinary practice? B. Inter-disciplinary practice? C. Multi-disciplinary practice? D. Trans-disciplinary practice? But, wait, what??? DEFINITION
- 6. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 OUTLINE: • Introduce disciplinarity [1] within and beyond graphic design practice. • Define the production of knowledge within and beyond graphic design. • How the changing creative landscape will shape the creation, production and use of knowledge within and beyond graphic design. 1. Of or relating to a specific field of study and practice that is a “system of control in the production of discourse” (Foucault, 1972, P.224) OUTLINE
- 7. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 INTRA-DISCIPLINARY: Process of working within a specific field of knowledge. Origins from the prefix ‘intra’ which means ‘on the inside; within’. The Invisible Bicycle Helmet Source: https://www.youtube.com/watch?v=CMAhptqk-4Q Accessed:20/08/2014 DEFINITIONS INTRA-DISCIPLINARY INTER-DISCIPLINARY MULTI-DISCIPLINARY TRANS-DISCIPLINARY DEFINITION
- 8. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 INTER-DISCIPLINARY: Process of working between disciplines towards a single process or outcome that crosses boundaries. Origins from the word ‘inter’ which means ‘between; among’. Theo Jansen, BMW (South Africa) Redefining Innovation Source: https://www.youtube.com/watch?v=a7Ny5BYc-Fs Accessed: 20/08/15 DEFINITIONS INTRA-DISCIPLINARY INTER-DISCIPLINARY MULTI-DISCIPLINARY TRANS-DISCIPLINARY DEFINITION
- 9. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 MULTI-DISCIPLINARY: Process of multiple disciplines working together, each drawing on existing knowledge to produce independent solutions then coming together to produce an outcome. Singapore Icons by Supermama and Edwin Low Source: https://www.youtube.com/watch?v=g8tQQMbkBTs Accessed:20/08/2014 DEFINITIONS INTRA-DISCIPLINARY INTER-DISCIPLINARY MULTI-DISCIPLINARY TRANS-DISCIPLINARY DEFINITION
- 10. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 TRANS-DISCIPLINARY: Process of different disciplines working together from beginning to create new knowledge that integrates and moves beyond one single discipline to address a common problem. DEFINITIONS INTRA-DISCIPLINARY INTER-DISCIPLINARY MULTI-DISCIPLINARY TRANS-DISCIPLINARY Kinetic Sculpture, ART+COM, BMW Museum Source: https://vimeo.com/8554267 Accessed:20/08/2014 DEFINITION
- 11. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 KNOWN BOUNDARIES: Clockwise: Logos designed by Paul Rand, title sequence by Saul Bass, Poster by Experimental Jetset, Poster by Neville Brody, Aviation poster by…, Website by Ethan Marcotte. DEFINITION
- 12. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 BEHIND KNOWN BOUNDARIES: Pre-production Psychology Gestalt/Semiotics Primary + Secondary Research Insights + Analysis Image Making Colour Theory Compositional Form Tactility (Haptic) Interactivity Storytelling Experience Rapid Prototyping Production Print Production Moving Image Production Programming Art Directing General Client Relations Public Relations/Marketing Business management DEFINITION
- 13. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 DESIGN IS EVERYTHING BUT DESIGN: Graphic design is the most ubiquitous of all the arts. It responds to needs at once personal and public, embraces concerns both economic and ergonomic, and is informed by numerous disciplines including art and architecture, philosophy and ethics, literature and language, politics and performance. Graphic design is everywhere, touching everything we do, everything we see, everything we buy… Graphic design is a popular art, a practical art, an applied art and an ancient art. Simply put, it is the art of visualising ideas. Jessica Helfand, 2001, P.137 Screen - Essays on Graphic Design, New Media and Visual Culture “ ” DEFINITION
- 14. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 John Maeda - Design is at once both intra-disciplinary and inter-disciplinary. Source: https://twitter.com/johnmaeda/status/435752508334411776 Accessed: 20/08/2015 DEFINITION
- 15. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 DEFINING OUR PROFESSION: Graphic design, also known as communication design, is the art and practice of planning and projecting ideas and experiences with visual and textual content. The form of the communication can be physical or virtual, and may include images, words, or graphic forms. The experience can take place in an instant or over a long period of time. The work can happen at any scale… It can also be for any purpose, whether commercial, educational, cultural, or political. Juliette Cezzar What is Graphic Design Source: http://www.aiga.org/what-is-design/ Accessed: 22/08/2015 “ ” DEFINITION
- 16. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 WHAT DOES IT ALL MEAN: Graphic design is flexible and adaptive enough to allow designers to work within (intra and inter-disciplinary) and collaboratively with others (multi and trans-disciplinary) to produce new and cutting edge work. FUTURE
- 17. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 Our Interactivity Expertise: From Generative Visuals to Immersive Design Source: http://www.clipconverter.cc/download/GCx31_zo/127517484/ Accessed:20/08/2014 FUTURE
- 18. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 Polo Spring/Summer 2015 event highlights Source: https://www.youtube.com/watch?v=0Kk8UTDXbTg Accessed:20/08/2014 FUTURE
- 19. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 Roles and specialisms are converging. FUTURE
- 20. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 POSSIBILITY The Digital Age - The Third Industrial Revolution
- 21. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 POSSIBILITY Next Future Wearable Technology Will Blow Your Mind Source: https://www.youtube.com/watch?v=UipJ5CbFFf0 Accessed:20/08/2014
- 22. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 ON BOUNDARIES: The boundaries between design disciplines, technology and the human experience will converge into a single seamless experience. This will require a trans-disciplinary approach to redefine existing and new problems and scenarios. BOUNDARIES
- 23. MULTIDISCIPLINARY AND BOUNDARIES BA2S1CCS4 CONCLUSION: • Graphic design can be at once intra-disciplinary and inter- disciplinary. • Graphic design is malleable enough to allow for multi and trans- disciplinary collaboration. • The future will see a full convergence of technology, science and design into one seamless experience. • Generalists will be needed to navigate this convergence and specialists to deliver. BOUNDARIES
Editor's Notes
- Recap from last week.
- The nature of design is quite fluid and at times defies definition and designers frequently experiment and operate outside their known disciplines and boundaries. From other design disciplines to writing and curating.. what we looked at last week
- Looked at Peter Behrens - architect, industrial and graphic designer and painter
- Alan Fletcher - Ad man, illustrator, graphic designer and writer. How his works spans what we would call specialisms to a lesser extent than Peter Behrens. Often we’ll see or hear terms like inter-disciplinary or multi-disciplinary etc, but what does it all mean?
- Which leads to an eventual question of how do we define graphic design in the framework of disciplinarily?
- Briefly describe disciplinarity Digression to understand the various terminologies. Instead of graphic design centric examples, we’ll review across the spectrum of design ecology. A short description and example.
- Two industrial designers collaborating to produce a new item.
- Art with an engineer’s perspective - through understanding the principles and ideas of art and engineering to produce a single process or outcome.
- Synthesis of graphic design, curation and ceramicists in Japan. Each drew on their expertise to work towards a singular outcome.
- The synthesis of engineering, design, art, performance and storytelling into a singular piece. From experience the piece would have included: Architects, industrial designers, graphic designers, engineers, programmers, fabricators and of course, the client.
- contextualise graphic design based on existing understanding existing notions: print, type, ad, interactive etc. the understanding is quite myopic
- Exposition behind the known boundaries. Give examples: 1. Each element has specialists in their own right, but graphic designers need to know at least a little about each to inform their practice and how it affects their outcomes/decisions.
- Graphic design is at once both intradisciplinary and interdisciplinary. Examples: Typographers who solely work with type to publication or branding designers who work across several knowledge fields.
- Planning and projecting ideas and experience requires us to be able to understand, empathise, study, communicate, synthesise and so forth to produce, shape or design content. Hence graphic designers are in a well suited position to work in multi-disciplinary or even trans-disciplinary projects to produce cutting edge work.
- And so what it can be is really up to you to determine. Will you want to pursue a intra/inter-disciplinary career or a multi/trans-disciplinary one? We all know what typical intra/inter graphic design is like, but what about multi/trans disciplinary projects? 2 examples
- Some of the new terms popping up in the creative landscape are experiential, immersive, service design etc. Here’s an example of how technology meets design to create immersive experiences.
- Another example of experiential design
- To contextualise graphic design, or design in the future, we have to understand what is happening. Several academics are now talking about how we are entering the third age of industrialisation. And as we transition from a service economy to a knowledge economy, this will just be the beginning. Several academics are now putting the idea across of the third industrial age. So how will this inform and shape graphic design?
- One example of what the future entails - wearable technology. While watching, try and notice where you spot graphic design. And while digesting this, also consider where graphic design may play a larger unseen role.
- What does it all mean? Boundaries will start to blur and converge on a single point - the human experience. Technology will be seamless and play a critical role in the development of design.