Week 12: New Steps
Lecture 1:
What are potential future definitions of design practice?
It was intriguing to get an insight into how other practitioners viewed the future of graphic design. Each individual had differing insights which was comforting to hear. As a designer, I am constantly worried about job security. Although the evolution of technology is creating opportunities for designers it is also potentially going to become a problem, filling the gaps which designers once owned. AI is a prime example of this.
In terms of future definitions of design practice, Simon Manchipp explains that in a branding sense definitions are becoming a lot broader. As an example, Simon refers to the Wolves football club, which Someone has just rebranded. Instead of updating the logo and typography, he looks at the bigger picture. In this case, the experience he wants the club to promote to is its own spectators, converting them into fans.
Instead of referring to graphic design methods Simon like to focus primarily on the idea first. What is the aim? In the case of the Wolves football club, a lot of people attending the games were spectators, not fans. Thus the aim of the rebrand was to convert them into fans by creating an experience through strong branding.
In addition to this Simon explains that design is an experience. Yes, it utilises type and colour, but the experience it provides is at the core of this.
Regular Practice explains that although the industry is changing, they do not seem to be worried too much about this. Predominantly working in print and publishing, in the future they see this medium of design to be very niche.
They do however express the worry for graphic design in the future to be quite vague, due to the advancements of technology taking over, and mass producing pieces of work.
In addition to this, they also both agree that in the future graphic design practices that exist will be very condensed, and will have designers with broad skill sets that are willing to adapt to change. I agree with this notion as practices today are relatively small, keeping designers with versatile skill sets. This understandably is due to economic reasons.
Sarah Boris is another designer who also agrees with this. Definitions in design are shifting and graduates do have broader skills, unlike older designers who don’t thus being able to adapt to more briefs.
What are the sectors that might change or need to change?
As designers, we are confronted with change on a daily basis. I agree with Simon Manchipp that digital channels are now evolving too quickly, and there is a struggle for designers to adapt to this because of constant changes being made.
“It’s interesting but not important.”(Manchipp, S. 2023)
Although technology is changing, it is merely a platform to promote from and this is not important in relation to design. What is important is the idea and how it connects with people. I agree with this statement as the ultimate goal for designers is to be storytellers.
For example, Simon references the artist Picasso.
“No-one really cared at the time if Picasso was using charcoal or oil. What was interesting was what he was talking about in his work.” (Manchipp, S. 2023)
Referencing the painting Guernica by Picasso, the painting depicts the political events and terror caused by the Nazi bombing of the town of Guernica during World War 2.
These are stories that live on in history and are still remembered. Brands want this notoriety and fame.
“If we can’t connect as people then we are failing in projects”.(Manchipp, S. 2023)
Lecture 2:
How are ideas perceived in new environments? What is the impact of speculative future trends and forecasts of how we will live? How will graphic design change with the need to adopt to new technologies? And which new opportunities will arise through social and political change? How can graphic design help us to prepare for future need and a future world?
In the second lecture of this week, we are presented with a podcast hosted by Susanna Edwards and Maziar Raein. What I found interesting in the podcast was the focus on younger designers and how the work produced by them has more of a focus on the current affairs going on across the globe.
The political activity, for instance, designers are caring more about the world they live in, and this is reflected in their work.
Maziar explains that as a designer you are in the business of optimism.
“If you don’t believe in that then you should stop designing straight away”. (Raein, M. 2023)
About how graphic design will change, with the need to adopt new technologies. Unfortunately, I believe it is only a matter of time before Ai will begin to play a role in this. It is a more cost-effective and less time-consuming approach.
Workshop challenge:
The idea for the scene I wanted to create took influence from sleek modern design studios. Studios that designers would dream to be a part of and work for.
I wanted to include the working culture these studios adopted in the space. Having free fruit, a cycle-to-work scheme, bringing a sense of the outdoors, into a studio space with plants and foliage. I also wanted to include phrases on the walls that sparked creativity for designers, in this case, the designer is the computer.
The phrase “humanize something free of error” comes from Oblique Strategies, by Brian Eno. The idea of this piece takes aim at how AI affects the creative environment. I wanted to use a phrase that could relate to a computer adopting this strategy. However, this phrase also counteracts what AI does, as a computer can never humanize a piece of work free of error.
In addition to the messaging shown, I wanted to show elements of decay, and the sign of no human life existing in this space for some time, since the 21st of March 2023. This date was the launch day of Adobe Firefly, Adobe’s new AI software. The day it all changed for creatives. The plant and wall of foliage are now dead, the bike is rusty. Dust is gathering everywhere and it’s a scene of the death of creativity.
Reflection:
I really enjoyed this challenge, even though I struggled to fully understand the brief. Having said that, I still believe I have created a piece which involves an interest of mine related to graphic design. That being installations and the advancement of AI.
The idea focuses on a fictional future, and I like to think the idea is disruptive enough to spark a conversation for debate. If I had more time for this task, I would really enjoy recreating this in reality for an exhibition and not utilise Photoshop so much as a tool.
