Lecture notes
Mid-century American Graphic Design
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- University Of Reading (UoR)
Lecture notes on Mid-century American Graphic Design for first year
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History of graphic communication examinationMid-century American Graphic Design
⁃ Contemporary graphic design is dependent upon a visual
consideration of three dimensionality even though it is actually two
dimensional
⁃ Planes are established by form, colour and texture
⁃ The receding and/or projecting properties of each design
element can be altered by changing its form, texture and colour
⁃ Paul Rand; famous American designer
⁃ Heavily influenced by modernist art
⁃ Fortune was a magazine for businessmen
⁃ Will Burtin was the art director
⁃ Got many illustrators to illustrate images within the magazine
Controlling the visual flow:
⁃ “good design implies control of visual flow. Such control may
be accomplished by simplification and co-ordination of design
factors for the most efficient and continuous transmission of info”
⁃ Ladislav Sutnar
Integration, the new discipline
Visual communication is based on four principal themes:
⁃ The reality of man, as measurer and measure
⁃ The reality of light, colour, texture
⁃ The reality of science
⁃ The reality of space, motion, time
Designers must respond by;
⁃ Constantly developing better and more precise ways of
expressing ideas
⁃ Investigating anew with each assignment the entire range of
approaches
⁃ Understanding the mechanics of vision
⁃ By the 60s it was a more pluralist era in terms of art and
design
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