ITAP; week 7, Principle 3 - Medium

Principle 3 Medium

 

 

     Dan Mountford is a practitioner who can demonstrate the benefits of working within a variety of different environments, establishing his work, formulating a reputation and gaining personal life experience through doing so.
    Currently Mountford is a student who is based in Brighton, who works predominantly within the fields of photography, graphic design, editorial and motion design. Through his many disciplines he has the ability to collaborate his work, and continue creating an extensive portfolio offering his variety of skills and knowledge basis to a number of clients because of his ability to manipulate imagery to suit a variety of purposes.
   Through working alone, Mountford has the desire to work to his own personal tailor ship, choosing his work basis, and developing his skills through further experimentation allowing him to progress within a narrowing field. However, from working within internships, and commercial based work, this has allowed him to gain establishment and recognition with a number of brands and agencies I.e

• The Economist
• EMI Records
• Urban Outfitters.

   Furthermore, as a result of working within these brands and agencies, he has had to collaborate and conjoin his work with a number of different visual communicators, giving him an incite into other practitioners work, which has lead to him becoming an influence upon their work, and in turn their style and methods have influence him.
  By working within a group, a brand, an agency or company, it can allow you opportunities to enhance and refine your stylisation of work to continue working within one area. On the other hand it could lead to opportunities to expand your working field, giving yourself a reputation which can introduce you to new clients, and areas of work.

   There are a number of different social media networking sites that can be used to advertise and promote your visual pieces, the most commonly used are:

1. Blogger
2. Facebook
3. Flickr
4. Instagram
5. Twitter

   Using social media and networking it offers valuable links to potential and future clients, which can be delivered to them through your own personal space of advertising, also by interlinking each area of your work to various pages it can create a connectivity so that people can browse your page through interest, and spread the information through word of mouth. This is the quickest method of being noticed, and a way to gain critical comments upon your work to help you develop your methods.
   Another way which you can advertise yourself to get your work into the public domain, is by entering a number of online competitions, these can be also found on artists web pages who want young aspiring artists to collaborate with them, or through local newspapers.

ITAP; week 7, Principle 2 - Delivery

Principle 2 Delivery

   Studying the idea of delivery from an artist, I chose to researchMinjae Lee (Greno), focusing mainly upon his originality, and spontaneity when creating such intense pieces which captivate the audiences attention, due to the abstract nature of his work. As an artist he produces his imagery from the inspiration of the human face, and his fascination in colour. The interest of him as an artist is apparent as it is shown consistently throughout his work, but what is most interesting about his work and how he delivers his pieces, is due to how he has the ability to create a certain depth to his work through his use of colour, capturing the idea of emotion, character and personality as well as a certain kind of serenity.    
   Although his style of work does not vary to a degree, and uses the same subject focus of the human face, since Lee has a variety of different disciplines within art, he uses his knowledge and ability to translate his ideas in various forms using a range in media, materials and technologies. Often beginning with a dry media, Lee will then translate his imagery into a graphic form of communication, gaining the richness and fluid movement of expressionism through mark making, and organisation, enhancement and typography through the use of technology, blending the combined elements together.

  The artwork of Lee has been used to a great effect as he has found ways of embracing new forms of media, technology and ways in which he can combine them together to create his visual communication of imagery. By translating different messages through different variations of the media he has the ability to interlink his ideas so that they can be promoted, advertised and exposed in a variety of different formats, which is useful for when based within commercial work as he currently is, showing how adaptable and versatile his nature of working can be.



ITAP; week 6, Principle 2 - Narrative Techniques in Context

Principle 2 Narrative Techniques in Context

 

   Each piece of artwork or art form has been created with layers of narrative to relate to the meaning/context of the brand or form that has been produced. Considering the meaning of each piece it will often create some connectivity to religion, cultural occurrences and developments, as well as making historical references, reconceptualising its principles and meanings to create something that appears to be original or has elements of authenticity.
   Another approach to creating narrative in context is the use of personal experiences, preserving them within a visual manner, creating a different reaction for the audience creating a deeper connection with the piece because of its meaningful content.

   Tracey Emin, is a conceptual artist who creates layers to her work to revolve around her emotions, state of mind or memories that have the ability to influence her ideas, creating questions for the audience to ask due the minimal descriptions accompanying each piece that she creates. This therefore formulates layers to her work, because of its in depth meanings and its elements of secrecy and privacy despite its publication, distinguishing each element of her personality in each piece.  What is most exciting about her work is the various medias, materials and methods of creation she uses to express her repressed emotions, signifying her life experiences through sculptural, electronic and illustrated based pieces, making each an individual and unique/authentic piece.

 

  Jamie Reid, the producer of The Sex Pistols album cover “God Save The Queen” has created an art form which has been formulated using elements of the culture shift, and specific events which were going to have an effect upon the culture such as the Silver Jubilee (1977). Through this design he has created a piece which has appropriated the use of the Queen as a figure, using the Queen as the narrative for the design. By reconcetextulising the piece as though it has been produced to be a ransom note, with the design elements of the torn news paper clippings as a use of typography, it creates a relatable narrative to the lyrical concept, using the context of the piece as though the queen does need saving, aswell as creating the idea of a censorship of her identity. By using this form of narrative within context, it makes the pieces more structured and of lesser offence to the audience, or the subject who has been used for the content. Several other variations of “God Save The Queen” album artwork were produced and are actually in legal terms because of the dismissal of appropriation, creating an offensive narrative because of the context.



ITAP; week 6, Principle 1 - Developing Narrative

Principle 1 Developing Narrative 

   The creation of narrative for the formulation of an ideology for the production of a film, is often subject to the basis of the classical structure of the dominant narrative form found in Hollywood cinema. This classic narrative focuses upon the idea of Central Conflict, using the character basis of a Protagonist and also and Antagonist (Good vs. Evil).
   The “Three Act Structure” is often based around the classic narrative’s structure, formulating a chronologically flowing sequence of events creating, a beginning, middle and an end, (or a set up, confrontation, and a resolution / equilibrium, disequilibrium, and a equilibrium sequence). However, this structure is not always successful for those films that have abandoned the classic narrative.
   There are alternatives to this typical narrative which break the consistency of cinematic pieces, creating and formulating structures of non linear stories, and parallel created stories. These, particular types of narrative make a deeper connection to the audience because of the relation and empathy which can be emoted, as it seems a more realistic situation which can be relatable to the audience.

 

   Pulp Fiction, and Snatch are prime examples of Parallel structured story lines. These narratives are based upon storylines that intercept with one another conjoining the separate elements of the story line, to become integrated and interlinked during certain points of the film, intercepting the story line showing the connection between each individual character when their paths have been crossed.

   The Dark Knight Rises and Pan’s Labyrinth are examples of Non-Linear narratives. This particular type of narrative are where events have been created so that they do not create a piece that has a direction sequence to flow in chronological order. By doing so, this is creating the connection to the audience through the imitation and mimicking of the human memory creating flashbacks, reverting to the beginning, middle and the end of the story line at any given time during the film, giving an incite into the characters mind set.



 

ITAP; week 5, Principle 4 - Critical Commentary on Tone of Voice

Principle 4 Critical Commentary on Tone of Voice

 

The use of typography can change the tone of voice of what you are trying to communicate, for example whether it is legible or does it suit the phrase or word in which you are trying to communicate to give visual impact i.e WHISPER.This gives a visual impact upon the audience engaging with the piece of text, but does it communicate the idea of tone through this use of typography? On this occasion this type of contrast is not appropriated, however if it is used within the according environment, the impact of the word would seem more efficient. Therefore the use of typography needs to be considered when being applied, appropriating the correct manner of visuals to accompany the textual basis, harmonising them so they begin to work in not just a legible way, but work conceptually.

   An example of tone is shown in the titling of the web page, using a very grunge effect in a vintage manner, leaving the branding of the name to not sound violent but to incorporate the stylisation of the typography to suit the stylisation of the fashion elements of the branding.
   Further more, the typography used for the web design has been used in a neautral form to be appealing to a unisex audience, showing clear advertisment to a mixed audience, as well as indicating the key areas through use of bold typography showing the importance of each category. The design features of this web design are also legible due to the clarity of the text and the size of the type face.

   This is a second example of a website which has used a different tone to appeal to a female target audience. This page is illegible due to the use of yellow which is not visible, however the use of text does not give variation in tone as it is similar through out the design, using only bold font to make the key information stand out the audience more clearly, using the colour pink to make it more feminine to suit the audience, making its exclusiveness to women distinguished.



ITAP; week 5, Principle 1 - Legibility

Principle 1 Legibility

The legibility of a layout, a form of textual information, or the use of colour co ordination, are of key importance when trying to clearly communicate an idea, a message or information to an audience, making it understandable through its clarity. The legibility is an insurance that the product, textual information, or colour co ordination is easily understandable to an audience, often leaving the design basis of the piece which is being communicated, to be quite simplistic apposed to leaving a visual impact, therefore making the design features and key elements less memorable because of the minimalist design.
   However, some pieces are made to illegible to create a visual impact, making the idea of aesthetics more interesting for the target audience. Elements such as the layout, the font size, use of colour or overlaying of textual information over imagery is often deliberate and intentional to change the legibility to produce a more creative approach when designing particular pieces. In addition to this, also the illegibility of a text can be often apparent to create a contrast to the imagery that it is accompanying, for example, advertising about people with hearing difficulties and using very small typography, thus enhancing the impact of the advertisment.
   David Carson is a prime example of one artist who deliberately uses illegible design element within his pieces, this causes the audience to question his work and look more deeply within each piece to depict the meaning and the understanding of the typography which has been distorted, or combined with visual photographic images.

 

   Examples of Carson’s work as shown above clearly demonstrate the illegibility of his work. With his mass use of techniques and formulation of layout, causing distortion to the text as the use of colour clashes with the outlining of the imagery which has been used as a background layer. Further more the combination of layers in both foreground and background causes the clarity of the piece to be some what vague, however because of the artistic nature of this piece it creates visual impact intriguing the audience to look closer at the imagery to determine what the pieces message/meaning is.
   His style of his “grunge typography” has become some what of an influence upon other graphic designers, and demonstrates the idea that legibility is often not essential when designing a piece, as distortion of visuals generating more audience attention through impact.

   Examples such as newspapers are prime pieces which demonstrate legibility, giving a clear structure working in columns of three to give condensable and digestible amounts of information in an organised manner.
    Despite the fact that the 9pt font appears very small and can often be difficult to read, this is the legible font size for a newspaper, also there is a consistent use of font which runs through out the news paper, showing the flow of the articles, and furthermore making it easy to understand due to the clarity of the typeface. Finally the use of colour within the structure of this piece makes it easy to understand, and it is clearly visible the messages which are being communicated due to the standard black typeface.

Things To Consider;
   Due to our group magazine being created of a more art based aesthetic, we could consider the influence of typographers to create visually impacting pieces which are illegible for effect, to give variety and variation to our completed piece. However, for the pieces of text which are to be used for and article, as a group we should consider the idea of legibility, this will allow the viewer ability to read the articles with ease, also using a column structure so that the layout is clearly structured, and can not cause confusion.