There is often a big disconnect between visual culture as viewed on the street and the way things are supposed to look as taught in design school (i.e. minimal, clean, spacious). This course explores the notion of visual culture and the vernacular, design outside the world of design, through careful analysis and then creative work in conversation with these forms. The class looks at signage, auto art, litho posters, hoardings, and others, originating from both folk culture and popular culture, to find out how aspects of the visual environment communicate visually. After documenting and looking carefully at chosen forms, the class will create alternate versions for new contexts.
Learning Outcomes:
o Appreciate diverse approaches to design, while challenging assumptions about what “good” design is and who gets to decide
o Identify patterns in forms of visual culture to become aware of subconscious expectations associated with different formats.
o Understand how historical trajectories contributed to preferences of audience groups.
o Expand one’s visual repertoire and skill base through reverse-engineering of common forms.
1
EDUCATIONAL POSTER FROM THE 90's (group work)
There were a certain rules we had to follow to maintain the authenticity of the posters. There was a pattern of grid usage, more than one language, thick black outlines,bright coloured headings, spelling errors, inconsistency in style and text etc.
Illegal habits was the topic given to us. The topics were different from the usual educational charts, but the styles were the same.
We could choose a different topic for the back, as it was in some of the educational charts. We thought different kinds of underwear would be interesting as it has never been done before.
2
LETTERING REMIX
Choose a phrase from real estate advertising (or related campaign) that denotes aspiration and “luxury.”
Make an A2 poster of that phrase using digitized versions of hand lettering found by you. The lettering must be consistent (don’t use an “A” from one style of lettering and an “E” from one that is completely different). The final result should have the visual language of a hand-lettered typeface, “remixed” with a message that would not normally be associated with it.
Phrase from an advertisement of a real estate company.
Lettering from a local dry cleaner
We had to detail all the mistakes and flaws of the hand lettered typeface, to maintain the authenticity of it. Some letters had to be created as they werent available in the name.
Used for a spectacle shop.
3
POLITICAL HOARDING
We had to create a hoarding like the political posters put around in different areas, for promotions or festivals. The floating heads, images of Gods, inconsistency in styleor size, different kinds of clip art, bold text with bright colours, no breathing space, gradient backgrounds etc. make the style of political posters.
EXAMPLE of an existing political poster
I chose scientists from a list of topics given to us.
I have often noticed spelling errors in these hoardings, and the use of festive elements during festivals.
I tried to copy the style as much as possible in hindi and in english.
This is an ongoing project
