Visual Logic
Designer as Seer
SEEK, and ye shall find.
– Matthew 7:7
A visual logic approach to a design project is similar to writing poetry or composing music.
This design methodology uses what you sense and feel about images to guide you towards an imagined message. The images you intuitively gather before hand for the project become the catalyst for the design's concept to emerge.
Martin Venezky
A designer which uses visual logic almost exclusively for his design approach is Martin Venezky of Appetite Engineers. www.appetiteengineers.com/
Larry Clarkson
I occassionally use this approach to design as well, when I think it is appropriate.
Michael Mabry
Her is an example of a design created using visual logic for a visit by the designer to WSU.
www.michaelmabry.com
Micah Bauer
Micah often also uses a visual logic approach to design as well.
SEEK, and ye shall find.
– Matthew 7:7
A visual logic approach to a design project is similar to writing poetry or composing music.
This design methodology uses what you sense and feel about images to guide you towards an imagined message. The images you intuitively gather before hand for the project become the catalyst for the design's concept to emerge.
Martin Venezky
A designer which uses visual logic almost exclusively for his design approach is Martin Venezky of Appetite Engineers. www.appetiteengineers.com/
Larry Clarkson
I occassionally use this approach to design as well, when I think it is appropriate.
Michael Mabry
Her is an example of a design created using visual logic for a visit by the designer to WSU.
www.michaelmabry.com
Micah often also uses a visual logic approach to design as well.
DP6 - VL Music Album Cover
Our final class project is the design of a final Vinyl Music Album Cover.
The album will be a package with a front and back cover and a record label. It will be based upon the lyrics of a particular song by a chosen musical artist. As a message, the album must include:
• the title of the album
• the name of musical artist
• a visual of the musical artist
• the complete lyrics of the song you are referencing in the design.
You will use a visual logic approach for this design.
First, choose a song by a particular musician. List the entire lyrics to the song on your blog, then highlight 18 words particular to the lyrics.
Second, using Google, gather an image (hi-res) for each word. The image does not need to be representative of and/or express the word, It just needs to be visually compelling and associated with the word via a google image search.
Third, add another six images to the visual morgue from other sources.
They are to include:
• graphics and type from a discarded package in your trash can
• a hand written note you found somewhere (not written by or for you)
• a picture of a plant
• a photo or a scan of an object you found
• a photo or a scan of a wallpaper design
• an image of a body part
- Post all 24 of these images on your blog.
Fourth, create three compelling compositions using visual elements from at least six of your 24 researched images.
- Post all three compositions on your blog.
Fifth, using the lyrics as a reference, build a final design based upon once of the three compositions.
Sixth, use the free presentation template found at http://graphicburger.com/vinyl-record-psd-mockup/
for your final layout.
Adjust the photoshop template(s) so that the final presentation includes the front, back and label design together as one single 11x17 image.
Project Schedule
Project Launch Tuesday, April 10th
Visual Logic Research Due Thursday, April 12th
- Work in class
- Three Compositions due by end of class
Design Comp Due Tuesday, April 17th
The client just called and moved the final project due date to Tuesday, April, 24th.
There will be NO formal class held Thursday, April 19th so you can prepare for the 24th.
Final Design Due (Printed & on Blog)Thursday, April 19th Tuesday, April 24th
The album will be a package with a front and back cover and a record label. It will be based upon the lyrics of a particular song by a chosen musical artist. As a message, the album must include:
• the title of the album
• the name of musical artist
• a visual of the musical artist
• the complete lyrics of the song you are referencing in the design.
You will use a visual logic approach for this design.
First, choose a song by a particular musician. List the entire lyrics to the song on your blog, then highlight 18 words particular to the lyrics.
Second, using Google, gather an image (hi-res) for each word. The image does not need to be representative of and/or express the word, It just needs to be visually compelling and associated with the word via a google image search.
Third, add another six images to the visual morgue from other sources.
They are to include:
• graphics and type from a discarded package in your trash can
• a hand written note you found somewhere (not written by or for you)
• a picture of a plant
• a photo or a scan of an object you found
• a photo or a scan of a wallpaper design
• an image of a body part
- Post all 24 of these images on your blog.
Fourth, create three compelling compositions using visual elements from at least six of your 24 researched images.
- Post all three compositions on your blog.
Fifth, using the lyrics as a reference, build a final design based upon once of the three compositions.
Sixth, use the free presentation template found at http://graphicburger.com/vinyl-record-psd-mockup/
for your final layout.
Adjust the photoshop template(s) so that the final presentation includes the front, back and label design together as one single 11x17 image.
Project Schedule
Project Launch Tuesday, April 10th
Visual Logic Research Due Thursday, April 12th
- Work in class
- Three Compositions due by end of class
Design Comp Due Tuesday, April 17th
The client just called and moved the final project due date to Tuesday, April, 24th.
There will be NO formal class held Thursday, April 19th so you can prepare for the 24th.
Final Design Due (Printed & on Blog)
DP5 - Constructivist Package
Our next design theory class project is to create a package design. The objective of the assignment is to take a constructivist approach to the design, with an emphasis on the propagandist or message aspect of the package.
Russian constructivist designers are known for a particular style unique to their time and place in the early development of socialist Russia. However, their biggest influence on design was their rejection of what they considered the “selfish” side of art with an emphasis on personal expression, for a creative approach which was more “constructive,” using expression in service of solving a problem, with particular emphasis on society and the social good. They called themselves “social engineers” (designers) rather than “artists.” Much of their “propagandist art” or design included advertisements and packaging for products created by the state of Russia for the benefit of their citizens. This constructivist approach took other stylist forms in Holland with the De Styl movement, as well as Bauhaus advertising, product and book design in Germany at the same time.
A key component of a constructivist approach to a design problem is the use of a methodology or a planned approach to designing a solution to a problem.
With this project, YOU will take the initiative to determine the design methodology you will take to successfully create a functional and meaningful package design.
You may want to use the standard five-part design methodology of:
• Establish Design Parameters
• Gather Information and Research
• Concept Development
• Design Iterations
- Roughs & Critique
- Comp & Critique
- Final Critique (Test) & Design
• Implementation & Dissemination
Your first step is to determine what product you will package. You are asked to choose a product associated with the subject you visually expressed denotatively and connotatively in your recent cubist explorations. For example, if you subject for that assignment was a dog, then you could design a package for food, a DIY Obedience packet for training your dog, etc. The reason we are tying the packaging project to your constructivist explorations is that analytic images work well to express a product’s denotative (or physical) features, while synthetic images work well to express a product’s connotative (or meangiful) benefits.
An outline of your proposed product to package is due on your blog the beginning of class, Thursday, March 22nd.
The second step is to then research the product, determining the package's end-user and market, its competitors, as well as the physical requirements of the package. You will also need to establish the product’s features and benefits and write a content outline for the package text.
Then write a project brief, create an image board, and envision possible design concepts through a series of quick sketches. Using your research as a basis, and your content outline as a guide, write the finished text for the document. If you can, you may also want to make a list and preliminary morgue of images you will use for your package as well. This project will also include a 3D model and/or a physical package mock-up, as well as a image of the package in application.
Your design proposal, including an description of your methodology, your budget and project schedule is due on your blog the beginning of class, Tuesday, March 27th.
Your methodology will also include a project budget (based upon the anticipated time you will spent on the project billed at $30/hour) and a project schedule with the final design critique on Tuesday, April 10th and the final design due on Thursday, April 12th.
ATTENTION
Your client has just called and said the Director of Marketing has decided to introduce the product at an upcoming trade show later this month.
As such the project schedule has changed with the final package design review (critique) set for Thursday, April 5th and the final package design due Tuesday, April 10th.
Russian constructivist designers are known for a particular style unique to their time and place in the early development of socialist Russia. However, their biggest influence on design was their rejection of what they considered the “selfish” side of art with an emphasis on personal expression, for a creative approach which was more “constructive,” using expression in service of solving a problem, with particular emphasis on society and the social good. They called themselves “social engineers” (designers) rather than “artists.” Much of their “propagandist art” or design included advertisements and packaging for products created by the state of Russia for the benefit of their citizens. This constructivist approach took other stylist forms in Holland with the De Styl movement, as well as Bauhaus advertising, product and book design in Germany at the same time.
A key component of a constructivist approach to a design problem is the use of a methodology or a planned approach to designing a solution to a problem.
With this project, YOU will take the initiative to determine the design methodology you will take to successfully create a functional and meaningful package design.
You may want to use the standard five-part design methodology of:
• Establish Design Parameters
• Gather Information and Research
• Concept Development
• Design Iterations
- Roughs & Critique
- Comp & Critique
- Final Critique (Test) & Design
• Implementation & Dissemination
Your first step is to determine what product you will package. You are asked to choose a product associated with the subject you visually expressed denotatively and connotatively in your recent cubist explorations. For example, if you subject for that assignment was a dog, then you could design a package for food, a DIY Obedience packet for training your dog, etc. The reason we are tying the packaging project to your constructivist explorations is that analytic images work well to express a product’s denotative (or physical) features, while synthetic images work well to express a product’s connotative (or meangiful) benefits.
An outline of your proposed product to package is due on your blog the beginning of class, Thursday, March 22nd.
The second step is to then research the product, determining the package's end-user and market, its competitors, as well as the physical requirements of the package. You will also need to establish the product’s features and benefits and write a content outline for the package text.
Then write a project brief, create an image board, and envision possible design concepts through a series of quick sketches. Using your research as a basis, and your content outline as a guide, write the finished text for the document. If you can, you may also want to make a list and preliminary morgue of images you will use for your package as well. This project will also include a 3D model and/or a physical package mock-up, as well as a image of the package in application.
Your design proposal, including an description of your methodology, your budget and project schedule is due on your blog the beginning of class, Tuesday, March 27th.
Your methodology will also include a project budget (based upon the anticipated time you will spent on the project billed at $30/hour) and a project schedule with the final design critique on Tuesday, April 10th and the final design due on Thursday, April 12th.
ATTENTION
Your client has just called and said the Director of Marketing has decided to introduce the product at an upcoming trade show later this month.
As such the project schedule has changed with the final package design review (critique) set for Thursday, April 5th and the final package design due Tuesday, April 10th.
DP4 - Cubist Communication
Cubism - Beyond the Object
Cubism is an early-20th-century avant-garde art movement pioneered by Georges Braque and Pablo Picasso. This painting is entitled “Nude Descending a Staircase” by Marcel Duchamp.
Here are more examples of cubist-inspired images:
Analytical Cubism is most often a denotative expression of a physical object.
As an historical art movement it is a style or approach to painting or image making where multiple points of view, and/or parts of an object are rendered simultaneously. Because all of the parts that make up the whole of the object are represented, the image is not abstraction, but a simultaneous point of view. Originally, simplified geometric 3d shapes - cubes, spheres, cones, and columns, were used to visually convey the object.
Part A - Analytical Cubist Object
Select another object that you are familiar with that you have significant interaction with, like an automobile, or a backpack from the following list of possibilities:
• A Vehicle
• An Animal
• A Wearable
• A Musical Instrument
• A Sport Equipment
Using an analytical cubist approach, create an image which communicates the physical object as fully as possible by collaging simultaneous physical images and views photographed and/or gleaned from the internet.
• Post a traditional photograph of the object on your blog. Knock out the background and just show the physical object.
• Gather a collection of at least three dozen views of the object and it’s parts. This can include the inside parts as well as outside parts.
• Compose a digital cubist portrait (collage, modge/podge) of the physical object using Photoshop or Illustrator.
Post all of these elements, as well as your process, on your blog.
The Final Analytical Cubist Communicator is due printed and posted on your blog by the beginning of class, Tuesday, March 13th.
___________________________________________________________________
Synthetic Cubism is most often a connotative expression of a physical object.
Like analytical cubism, synthetic cubism is also an approach of image making where multiple points of view, and/or parts of an object are rendered simultaneously. The difference however is that the connotative aspects of the object (what it does, it’s purpose, what it stands for) are communicated rather than the physical.
Traditional synthetic cubist images where collages that often use signs or symbols and/or actual elements that signified the object in place of the physical representation.
For example, the image below is using musical notation to communicate the music coming from the violin. Below that image are other, more contemporary synthetic cubist images.
Part B - Synthetic Cubist Object
Using a synthetic cubist approach, re-create an image of your object which communicates what the object stands for or means (what it does - it’s value or benefit - rather than what it physically is) as fully as possible by collaging simultaneous connotative images gleaned from the internet with the less amount of analytical imagery needed to communicate the object.
• Gather a collection of at least three dozen views of the object’s possible signifiers.
• Compose a digital cubist portrait (collage, modge/podge) of the synthetic connotative object using Photoshop or Illustrator.
Post all of these elements, as well as your process, on your blog.
The Synthetic Cubist Communicator Comp Block-in is due posted on your blog by the beginning of class, Tuesday, March 13th.
Part C - Final Analytical & Synthetic Cubist Object Messages
First, choose a word which creatively expresses what you are trying to communicate about the physical/denotative attributes of your chosen object with your cubist communicator, and then integrate it visually into a final analytical cubist message.
Second, choose a second word which creatively expresses what you are trying to communicate about the meaningful/connotative (synthetic) attributes of your chosen object with your cubist communicator, and then integrate it visually into a final synthetic cubist message.
Both the final Analytic and Synthetic Cubist Messages, complete with worlds, are due printed out, and posted on your blog by the beginning of class, Thursday, March 15th.
Cubism is an early-20th-century avant-garde art movement pioneered by Georges Braque and Pablo Picasso. This painting is entitled “Nude Descending a Staircase” by Marcel Duchamp.
Here are more examples of cubist-inspired images:
Analytical Cubism is most often a denotative expression of a physical object.
As an historical art movement it is a style or approach to painting or image making where multiple points of view, and/or parts of an object are rendered simultaneously. Because all of the parts that make up the whole of the object are represented, the image is not abstraction, but a simultaneous point of view. Originally, simplified geometric 3d shapes - cubes, spheres, cones, and columns, were used to visually convey the object.
Part A - Analytical Cubist Object
Select another object that you are familiar with that you have significant interaction with, like an automobile, or a backpack from the following list of possibilities:
• A Vehicle
• An Animal
• A Wearable
• A Musical Instrument
• A Sport Equipment
Using an analytical cubist approach, create an image which communicates the physical object as fully as possible by collaging simultaneous physical images and views photographed and/or gleaned from the internet.
• Post a traditional photograph of the object on your blog. Knock out the background and just show the physical object.
• Gather a collection of at least three dozen views of the object and it’s parts. This can include the inside parts as well as outside parts.
• Compose a digital cubist portrait (collage, modge/podge) of the physical object using Photoshop or Illustrator.
Post all of these elements, as well as your process, on your blog.
The Final Analytical Cubist Communicator is due printed and posted on your blog by the beginning of class, Tuesday, March 13th.
___________________________________________________________________
Synthetic Cubism is most often a connotative expression of a physical object.
Like analytical cubism, synthetic cubism is also an approach of image making where multiple points of view, and/or parts of an object are rendered simultaneously. The difference however is that the connotative aspects of the object (what it does, it’s purpose, what it stands for) are communicated rather than the physical.
Traditional synthetic cubist images where collages that often use signs or symbols and/or actual elements that signified the object in place of the physical representation.
For example, the image below is using musical notation to communicate the music coming from the violin. Below that image are other, more contemporary synthetic cubist images.
Part B - Synthetic Cubist Object
Using a synthetic cubist approach, re-create an image of your object which communicates what the object stands for or means (what it does - it’s value or benefit - rather than what it physically is) as fully as possible by collaging simultaneous connotative images gleaned from the internet with the less amount of analytical imagery needed to communicate the object.
• Gather a collection of at least three dozen views of the object’s possible signifiers.
• Compose a digital cubist portrait (collage, modge/podge) of the synthetic connotative object using Photoshop or Illustrator.
Post all of these elements, as well as your process, on your blog.
The Synthetic Cubist Communicator Comp Block-in is due posted on your blog by the beginning of class, Tuesday, March 13th.
Part C - Final Analytical & Synthetic Cubist Object Messages
First, choose a word which creatively expresses what you are trying to communicate about the physical/denotative attributes of your chosen object with your cubist communicator, and then integrate it visually into a final analytical cubist message.
Second, choose a second word which creatively expresses what you are trying to communicate about the meaningful/connotative (synthetic) attributes of your chosen object with your cubist communicator, and then integrate it visually into a final synthetic cubist message.
Both the final Analytic and Synthetic Cubist Messages, complete with worlds, are due printed out, and posted on your blog by the beginning of class, Thursday, March 15th.
A2 - Constructivist Design
Constructivism was a design movement prevalent in the 1920's in Russia. Two of its most celebrated proponents were Alexander Rodchenko and his wife Vavara Stepnova. The movement was based upon a socialist-based ideology which looked at design as a to construct a new culture and society for the benefit of the masses. Constructivism used advertising and medium to promote benefits of the new socialistic and eventual communist government positions and programs. As such, most designs created by Rodchenko were advertisements for government-owned and or sanctioned products and services.
While most design projects centered around Constructism stress the formal qualilties of the movement – bold san-serif type, the prevalent use of red and black, photography and photomontage, arrows and graphic directionals, asymmetrical and dynamic symmetrical layouts, we will be more concerned with it's emphasis on message construction, compositional hierarchy and strong visual syntax.
Research and find three exemplanary samples of visual communication created by each of the following four constructivist designers in Russia after the revolution in the early 20th century:
• El Lissitzky
• Gustav Klutsis
• Alexander Rodchenko
• Vavara Stepanova
Choose one design example and write a hypothetical creative brief for the project discerned by the design as well as the context (time and place) in which the designer lived.
Analyze the design using the four steps of visual message processing:
• Attention
• Orientation
• Interpretation
• Retention,
then write a short explanation of how your chosen design addresses each step.
Have the 12 samples, a selected design, a creative brief and written analysis posted on your blog by the beginning of class, Tuesday, March 20th.
While most design projects centered around Constructism stress the formal qualilties of the movement – bold san-serif type, the prevalent use of red and black, photography and photomontage, arrows and graphic directionals, asymmetrical and dynamic symmetrical layouts, we will be more concerned with it's emphasis on message construction, compositional hierarchy and strong visual syntax.
Research and find three exemplanary samples of visual communication created by each of the following four constructivist designers in Russia after the revolution in the early 20th century:
• El Lissitzky
• Gustav Klutsis
• Alexander Rodchenko
• Vavara Stepanova
Choose one design example and write a hypothetical creative brief for the project discerned by the design as well as the context (time and place) in which the designer lived.
Analyze the design using the four steps of visual message processing:
• Attention
• Orientation
• Interpretation
• Retention,
then write a short explanation of how your chosen design addresses each step.
Have the 12 samples, a selected design, a creative brief and written analysis posted on your blog by the beginning of class, Tuesday, March 20th.
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