In response to Context of Practice 2, it was decided to focus my essay on the debate between objectivity and subjectivity, one of the longest running debates in the history of graphic design. With a particular focus on type and layout design, the question which was formed states 'does design, in particular, type and layout design, have to be objective to be functional?'
In starting to research this topic, one piece of literature which I read was the famous 1972 debate between designers Wim Crouwel and Jan Van Toorn on the topic. Through this it was found that Crouwel was particularly in favour of objective design, suggesting that graphic design needs to consist of an order for the benefit of clarity and transparency of information, which needs to be founded on certain principles since such clarity and transparency on their own do not lead to quality of information. On the other hand, Van Toorn favoured the subjective approach to design, suggesting that there is no such thing as an objective message, since designers introduce an element of subjectivity in everything they do (we are subjective by human nature). As a result, subjectivity within design should be used to the designer's advantage to freely construct social meaning.
Another piece of literature read was Graphic Design Theory: Readings From The Field. Within this, the beliefs of varying designers were communicated, one in particular being Joself Muller-Brockmann who was in favour of the grid in producing objective pieces of design. One of the main arguments stated by Brockmann was that 'the grid allows endless individual variations' and suggested that the designer can still have creative freedom whilst still using objective means of design, contrasting the view of Van Toorn found in The Debate.
Based on such arguments presented within the essay, in establishing a practical project with particular reference to this written work, it was decided to produce a publication to put such ideas of type and layout design into practice, using both objective and subjective means of design. The main way in which this theoretical research has been used within the practical work was that the essay itself was used as the written content for the publication, typesetting each section in various ways which were meant to be representative of the arguments being communicated in each passage.
Another particular way in which theoretical research has been used to influence the practical work was through looking at specific quotes using within this, singling these out and putting them into practice. For instance, one David Carson quote suggests that 'designers have gotten lazy, letting the computer make so many default decisions for them'. This can be seen within the publication in the use of type in that the default font Minion Pro has been used to present the main passages of body copy. Another quote used stated that a lot of design today all looks the same due to objective principles, therefore suggesting design lacks individual identity. This has been used to inform decisions in the overall colour scheme of the publication, using a set palette of black, red, yellow and white which was taken from a lot of found examples of Dutch graphic design. This also allowed me to provide a consistency throughout the publication which highlighted this argument even further.
Overall, however, the design of the publication aimed to communicate the conclusion of the essay in that objectivity and subjectivity work hand-in-hand in terms of design, and that design does not therefore have to be purely objective to be functional and have a purpose. In visualising this, a happy medium was found between the two approaches and utilised in the layouts.
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