Much to my total surprise, I received a textbook that was HUGE, and as I flipped through the pages for the first assignment, I knew immediately that my first impression was completely off and that this would be a course that would really stuff me with knowledge about a subject matter that I was quite ignorant about beforehand. For some reason, I always assumed that graphic design was actually a modern invention. I had always associated it with digital software, such as Photoshop, Illustrator, Painter, etc. and since computers have only come into existence and into mainstream use from the recent decades, I thought that the existence of graphic design was still young. Instead, I discovered that the scope of graphic design extended from digital icongraphy to Ancient Egyptian hieroglyphics. The realm of graphic design has existed for so long and evolved at such a dramatic pace. It has shaped our history and subliminally affects our decisions and lifestyles.
It's funny, because while taking this class, I became so much more observant about aspects of design that I never noticed on a daily basis. Billboards, advertisements on the television, the way that a book cover is designed, street signs in San Francisco, internet ads...they are all imagery that I see practically everyday, but I never, really looked at them like I do now, wondering what sort of statement the designer intended, what I feel from seeing it, consciously, subconsciously...what typeface is used, and why? What hues were utilized, and how they were combined, and what sort of influences these modern artists used as inspiration, whether it be from Art Deco or the Dadaist... It was so revitalizing to look at these pieces of graphic design with a new pair of eyes, like I had been blind all this time, and then finally, by taking this class, I was given a pair of glasses to finally see.
It was definitely a lot of work before I could earn these glasses, though. I actually took this class not for any requisite for academic transferring, but to enlighten myself with some knowledge. I was already taking 8 classes and working a lot this busy fall quarter, but I stuck with this class even though I soon found that we had to read around 3 chapters each week for quizzes and field journal, which was a workload that was more than I had anticipated. Nevertheless, it helped that the material wasn't dry and that it was actually interesting to learn about the movements and important figures that shaped the history of graphic design. I liked the involvement of our field journals, because multiple times I would read about something in the textbook, it would pique my interest, and I'd want to know more about that person or event, but they wouldn't elaborate so I'd happily use that topic for my field journal to personally research more. I also enjoyed reading everyone else's field journals, especially when they wrote about topics that I was interested in but didn't have time to research more about. For example, there were so many important people that were so inspirational and influential for almost every movement, so it was great reading about all of them through field journals, where the information would already be gathered and easily summarized with thoughtful insight from my peers.
So right now I'm scrolling through my blog, and because I inserted a lot of photos with each blog, it's like I'm visually watching a slideshow of the evolution of graphic design history. I usually chose people to write about, since I felt like choosing an entire art movement would be too broad of a subject. For example, I chose to write about the work of Jules Cheret during the poster art movement. He is considered to be the main originator of poster artwork, and was also very influential in making posters and unconventional artwork, that wasn't necessarily fine art, become popular and respected as serious talented art within the industry. I feel like a lot of these artists that I wrote about went against the norm and protested against "standard art". Doyle's advertising agency incorporated a totally different sort of design, involving eccentric compositions and bold typography with eye-catching photos. It was definitely different, but what's not the norm is what brings change, and what has made graphic design evolve so wonderfully. I feel like because art is such a creative element, it's important to keep things fresh, experimental, and unconventional.
What was also unconventional was finally, the admittance and due credit to female graphic designers, such as Zuzana and Paula Scher. It was great to sort of correlate women's rights with the timeline of the amendment that gave more equality for women's rights. I thought the female graphic designers were very influential in fighting against the norm, especially those who gave a chance for digital use of graphic design, although it wasn't welcomed or respected when it was first introduced. Right now, the technology of computers has transformed our society so dramatically. Software has become such an essential tool for graphic designers who want to compete in the industry. I do admit that I feel lucky to have been born in this generation and given the opportunity to work with these digital tools, which have been boiling and preparing for many centuries beforehand. After reading about all the labor put into graphic design during the Ancient era, for instance....well, yes. Once again I'm so grateful to be born when there is so much advanced technology around us, and if I make a mistake I can easily change with a few clicks of the mouse or a touch of the keyboard. I'm sure though that in the future, the technology and potential of graphic design will be SO advanced that they'll think that our techniques are extremely trivial and painstaking, similar to what we think when we look back in history.
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