SIMC (Symbiosis Institute of Media and Communication) Pune, Talk on Neo Minimalism by Dharam Mentor

Good Design-Thinking is Good Business | Dharam Mentor

What is the
Neo-minimalism
definition?
Why is Neo-minimalism
getting popular?
How to create an
excellent Neo-minimalist
design solutions?
When to use Neo-minimalism
in communication design
solutions
Where to practice
Neo-minimalism?
I share some of my design
solutions...
WHAT
WHY
HOW
WHERE
WHEN
Neo-Minimalism

Modernism (1850 -1975) Post-Modernism (1975 - Still on
Communication
Arts
Art movements
Design
movements

Prehistoric
Art
40,000–4,000
B.C.
Ancient
Art
(4,000
B.C.–A.D.
400)
Medieval
Art
(500–1400)
Renaissance
Art
(1400–1600)
Neoclassicism
(1750-1850).
Minimalism
(1965-1975)
Neo-Minimalism
(2000-Still on)

Prehistoric
Art
40,000–4,000
B.C.
Ancient
Art
(4,000
B.C.–A.D.
400)
Medieval
Art
(500–1400)
Renaissance
Art
(1400–1600)
Renaissance
Neoclassicism
(1750-1850).
Minimalism
Modernism (1850 -1975)
less
is
more
- Ludwig Mies van der Rohe

Minimalism
Definition of Minimalism:
As the name suggests, ‘Minimalism’ implies
using limited material to create a structure/
products/art pieces. A minimalist artist/designer
will typically use a restricted palette of colors
and have a basic geometric design.

Minimalism
Minimal Art/minimalism is a school of thought
wherein painting and sculpture’s
expression is kept to a minimum
to give the work an utterly literal presence.
As a result, paintings and sculptures were used
basic geometric shapes, primary colors & carry
non-expressive content.

Minimalism
Painter, Frank Stella, this painting is called Hyena Stomp.
The artist wants the viewer to respond only to what is in front of
them, not any further interpretations or imagined concepts.
The painting may refer to a dream that
Dalí himself had experienced, and the
clocks may symbolize the passing of
time as one experiences it in sleep.
‘The persistence of time’ in the eyes of
the dreamer.

Minimalism
Donald Clarence Judd - an American artist associated with minimalism.

Minimalism
Donald Clarence Judd - an American artist associated with minimalism.
Donald Clarence Judd
was an American artist
associated with minimalism.
In his work, Judd sought
autonomy and clarity for the
constructed object and the
space created by it.

Minimalism
Tony Smith - Free Ride
In other words: a work of art
should not refer to anything other
than itself.
The central principle is that not the
artist’s expression but the medium and
materials of the work are its reality.
As minimalist painter once said:
“What you see is what you see.”
Donald Clarence Judd Frank Stella

Souece: http://understandingminimalism.com/introduction-to-minimal-art/
Objectives
The minimalist artists wanted to
allow the viewer an immediate,
purely visual response. Let the
viewer experience strongly the
pure qualities of colour, form,
space and materials.

Objectives
Minimalism sought to de-mystify
art.
(the medium and materials
of the work were its reality, and
that was what the artists wanted
to portray).
The concept of ‘pure
aestheticism’ was highly
revolutionary at the time

Objectives
Minimalism sought to de-mystify
art.
(the medium and materials
of the work were its reality, and
that was what the artists wanted
to portray).
The concept of ‘pure
aestheticism’ was highly
revolutionary at the time
In order to achieve this, they
attempted to remove all
suggestions of
self-expressionism from the
art work, such as:
Composition
Complexity of form
Themes
Metaphorical associations,
symbolism, suggestions of
spiritual transcendence
Representation, reference or
association
Meaning, sentiment, emotion
Elements of traditional work
Any other signs of personal
expression of the artist.

Renaissance Minimalism
- Minimalism is a design style that subtracts more details
- Highlights the negative space
- Use eye-catching colors

- Bold typography.

Black Font | Gothic Helvetica Font
- Bold typography.

Definition of Minimalism:
As the name suggests, ‘Minimalism’ implies
using limited material to create a structure/
products/art pieces. A minimalist artist/designer
will typically use a restricted palette of colors
and have a basic geometric design.
Neo-Minimalism
Minimalism
Definition of Neo-minimalism:
Neo-minimalism concept is also based on simple and
straightforward forms and colors. However, it uses
many more practical color shades over conventional
primary colors and many more shapes.
Even though it goes beyond just using squares,
rectangles, horizontal and vertical lines, and primary
colors. It uses multiple shades of colors, but the total
numbers of shades are still limited.

Neo-Minimalism
Minimalism
Neo-minimalism:
Still follows “Less is more”concept...

Why is Neo-minimalism getting popular?
1. Audience/consumer’s
attention spans are
becoming shorter than
ever.
Therefore, we have to
communicate faster
and feed most essential
information quicker
to vividly register in the
consumer’s mind.
2. Audiences/consumers
are becoming savvier;
they need less info to
understand the subject
matter.
Therefore, we need to
communicate what
ignites their interest and
rest everything they can
do Google search anyway.
3 Audiences/consumers
do have a scarcity of time
in life
Therefore, having a
straightforward message
could work effectively on
many occasions.

Source: https://www.uxmatters.com/mt/archives/2017/03/3-kinds-of-simplicity.php

Having a clear hierarchy of elements
is another core principle of
good minimal design.

The complexity of the complicated
design...
Once, it was thought that
the more complex a design is, the smarter or more
sophisticated it is.
But now we realize it is no so...

Three main reasons why complicated
designs are troublesome.
1. Complex design can be
overwhelming.
It feels claustrophobic
because It’s visually
exhausting.
Your eyes are constantly
moving around, and
everything loses
importance because
nothing stands out.

2. Complex design is
usually less memorable.
Simplicity is more
comfortable to remember
than complexity.
For example, religious
followers worldwide get
emotional when they see
their symbol because it
embodies all the lessons
and stories they have
learned.

3. Complex design can be
less persuasive.
In Neo-minimalism, we
insist that you pick the
top one or two benefits
and showcase them.
It does focuses our
design communication
value
Adds persuasive power to
the design solutions.

How to create an excellent
Neo-minimalist design solutions.

Images
Image is important for
establishing a focal point.
When using imagery,
carefully consider
balance, symmetry, open
space, and contrast.
What is Neo-minimalism What is not Neo-minimalism

Fonts
Neo-minimalism has few
focal points; typography
receives lots of attention. So
get creative with your font;
make sure it’s legible. And
keep it down to one or two
font types.
Simple forms apply to the fonts as well.
Neo-Minimalist fonts are straightforward,
crisp, and most of the time lack any
decoration. Serifs are not prohibited, but
by default, their usage is quite limited. Two
of the old but widely used fonts for Neo-
Minimalist design are Helvetica.

Colors
Neo-minimalism is all
about simplifying form;
thus, one can’t expect an
intricate design and the
subtle shades of a color.
The use of color and
shapes varies through
time.
Today, Neo-minimal designers use more complex shapes and rich color palettes than traditional De Stijl artists who limit
themselves to basic geometric shapes and primary colors.
Pick a color that compliments the message and mood. Use two contrasting colors to create pop and pique interest.

Element
Drive away from
decorative styling/
elements.
If you’re thinking about
adding an element, ask
yourself if it enhances the
design.
Does it serve a purpose?
If not, cut it.

When to use neo-minimalism in
communication design solutions
When you hope to speak
to a straightforward audience
Neo-minimalism works both ways.
The straightforward audience can
appreciate the directness of
Neo-minimalism.
- Nothing fancy.
- No tricks.
- Just the real deal.

Where to practice neo-minimalism
design-thinking
While designing communication materials:
- Brand Identity & Visual Language
- Brand packaging design
- Brand Digital communication -Web Page
- Communication materials for an event.

design-thinking
Example: Brand Identity & Visual Language

design-thinking
Example: Brand Identity & Visual Language
Johnson Banks, We were appointed in 2016 by University of the Arts
London (UAL) to help define their brand.
But as the market for creative education, both domestically and
internationally, became increasingly competitive, it was time for the
scheme to work harder.
‘why are we here?’ – and the answer soon became clear:
‘because the world needs creativity’.

Colons became part of the Visual Language

design-thinking
Example: Publication design

design-thinking
Example: Brand packaging design
The packaging design ‘essence’
was tried to capture in the identity unit
itself...

The first round of packaging design explorations

The second round of packaging design exploration

They are currently being showcased at The Taj Mahal Tea House.

Thank
you

SIMC (Symbiosis Institute of Media and Communication) Pune, Talk on Neo Minimalism by Dharam Mentor

Recommended

Recommended

More Related Content

Similar to SIMC (Symbiosis Institute of Media and Communication) Pune, Talk on Neo Minimalism by Dharam Mentor

Similar to SIMC (Symbiosis Institute of Media and Communication) Pune, Talk on Neo Minimalism by Dharam Mentor (20)

More from Dharam Mentor

More from Dharam Mentor (20)

Recently uploaded

Recently uploaded (20)

SIMC (Symbiosis Institute of Media and Communication) Pune, Talk on Neo Minimalism by Dharam Mentor