Modern Graphic Design - Assignment Example

Zhenhuan Li (Leo) Visual Arts and Film Studies 14087008 English 1000 Paper 3, Draft 28th Nov Modern Graphic Design Introduction Graphic design has an extremely long history from the paintings of animals by the primeval people in the Lascaux and Chauvet caves in France to the modern day advanced computer animations and graphics (Hollis 56). Graphics have been defined as the fabrication of visual avowals on surfaces like pottery, walls, canvas, stone, and computer screens among others (Hannam 26). Arts and crafts on the other hand comprise of a number of activities that are linked to making things utilizing one’s skill and hands (Hannam 26). Graphic design and art have undergone enormous transformation brought about by globalization and the invention of new technology. This paper explores globalization in art-graphic design in Austria and how it influences graphic design in Britain. Globalization in Art-Graphic Design in Austria Globalization has been defined as the process that entails increased interconnectedness among countries especially in the areas of politics, culture and economics (Lechner 45). It is also the process of integration in the international perspective emanating from the interchange of ideas, products world views and culture (Lupton and Phillips 45). Globalization is not a recent school of thought; rather it is a movement that started way back in the eighteenth and nineteenth century with movements such as the Arts and Craft Movement. Initially, graphic design and fine arts were treated as belonging to the same and one category of arts and craft. This aspect led to a situation in which ‘crafts’ were seen more as hobbies than a creative process of making an income. The Arts and Craft movement advocated for economic and social reforms in the art and graphic design sector marking the onset of globalization in art and graphic design (Penfold 56). According to Tankard, graphic design has an extremely long history from the caves of Lascaux to Today’s time Squire (56). The conservative approach to arts and crafts was changed by the Arts and Crafts movement which advocated for the separation of graphic design from fine art and art from manufacturing industry. This movement was developed first and effected in the British Isles before spreading to the rest of Europe and North America. Austria was not left out as they created their own faction called the Secession (Dixon 67). This Austrian wing of the Arts and Crafts movement had its stronghold in Vienna, with its founders; Gustav Klimt and Rudolf von Alt taking graphic design to America. According to Lechner and Frank, these founders and a group of sculptors, painters and architects resigned from the Association of Austrian Artists claiming that the Vienna Künstlerhaus was conservative and had an outmoded alignment towards historicism (34). Austria has been known for having some of the world’s most impressive art collections especially painting. Australian paintings like Oberes Belvedere and the Prunkstall have a wealth of gothic religious art adopted from the Middle Ages (Dixon 67). Globalization has seen Austria adopt the American graphic design style. According to Hannam, America has been described as a good place for the development of graphic design (90). This nation has attracted a good number of graphic designers who have helped to create the popular American graphic design style also known as modern graphic design. This modern graphic design has four main arts; typography, visual arts, interface design and print making (Vit 34). This modern graphic design has revolutionized today’s advertising, web design, photo-editing, and, music production. This modern day graphic design has transformed graphic design in Austria trickling down to nations like England and Japan. Graphic design in America, England, Austria and Japan affect each other so much. Austrian art and graphic design has affected England since the days of the Arts and Crafts movement. During the days of this revolution in arts and crafts most of the British artists wanted to separate art and manufacturing and bring back art to the renaissance period where it required complicated progresses and high visual effects (Dixon 45). Some English artists in this time period took these ideas popularized in the Arts and Crafts movement and projected them to Austria. This mode of art was accepted in Austria and most people began to love it and most of their artist began to copy it. The results is that most of the Austrian artists did the same thing at this time making the Austrian art go a desolate way. In this same time period, a famous Austrian artist called J. Hoffmann, realized there was a problem in this new Austrian art. According to Dixon, he decided to create his own faction secession (78). His works totally avoided the complicated art project that came from the British artists and instead took the idea of high visual effect. J’ Hoffmann’s idea for succession was to use a simple progression to come up with a strong visual effect which became the basic frame of the Austria’s modern graphic design. Today, Austrian artists still keep this this rule in their work, an aspect which has put the Austrian graphic design style among the most important graphic styles. The importance of Austrian graphic design is seen in the way it influences graphic design in other nations. For example, one of the famous Austrian graphic designers, Stefan Sagmeister is based in New York (Dixon 45). This Austrian typographer and graphic designer have his own design firm called Sagmeister & Walsh. Apart from Sagmeister, there are a number of Austrian artists coming to the United States to do their academic transfer studies. This results to more and more young American artists being affected by Austrian artists. America presently has become one of the best countries of graphic design in the world. The reason for this lies in the fact that America accepts all kinds of people with different special skills or new ideas which could help them in their development (Dixon 48). Additionally, universities in America are offering graphic design courses making it easier for students to develop their graphic design skills. America has also presented itself as a free society. This makes most artists want to come to America and their artworks. As these artist come to America, they carry with them their country’s traditional art ideas and combine it with the American style. Because of this transfer of creativity, American graphic design as superior. A good example is the Time Squire in New York which combines different layouts, languages, designs and colors (Dixon 45). Apart from the American graphic design style, two other design styles exist; the European style and the Japan Ukiyo-e style. Japan’s art movement ended at around the nineteenth century making Japan the first nation to bring the Asian style in to the world graphic design (Dixon 57). Despite these benefits, globalization in graphic design has some unfavorable effects like brain drain, increased exploitation of labor and creativity, and demeaning of symbols of art. Conclusion In conclusion globalization in art and graphic design is here to stay. It started off by the nineteenth century artistic revolutions and will not end soon. Austria’s art has influenced graphic design in the world given that a good number of this nation’s artists are transforming graphic design in America, Europe and Japan. References Dixon, Christine. Secession: Modern Art and Design in Austria and Germany, 1890s-1920s. Parkes Place, ACT: National Gallery of Australia, 2000. Print. Hannam, Ben. Practice Makes Perfect: A Graphic Design Student’s Guide. Hoboken, NJ: John Wiley & Sons, 2013. Print. Hollis, Richard. Graphic Design: A Concise History. Armonk, NY: M.E. Sharpe, 2009. Print. Lechner, Frank. Globalization: The Making of a World Society. Hoboken, NJ: John Wiley & Sons, 2009. Print. Lupton, Ellen, and Jennifer Cole Phillips. Graphic Design: The New Basics. New York, NY: Princeton Architectural Press, 2008. Print. Penfold, David. The Use of Art Design Images in Graphic Design Courses in Higher Education. Hoboken, NJ: John Wiley & Sons, 2009. Print. Tankard, Judith. Gardens of the Arts and Crafts Movement: Reality and Imagination. New York, NY: Dearborn Trade Publishing, 2000. Print. Vit, Armin. A Visual Guide to the Language, Applications, and History of Graphic Design. New York, NY: Rockport Publishers, 2011. Print. Read More