WEEK SEVEN / DIGITAL DESIGN STUDIO / CE 2404 01 / continuing education / fall 2006
resources
ALL YOUR BASE
an animated compilation
UNDESIGN
TIBOR KALMAN
VERNACULAR
Lecture: The Ubiquitous Graphic Language
Image Vernacular is a term being bandied about more and more in the world of design communication. It's often mentioned as a movement away from slick or ornamental design. I always perceive it as a result of being bombarded, prodded, guided, screamed at, and shaped by the words and images of our cultural landscape. Certain forms of visual communication are so commonplace, we hardly notice them. However, when reinvented and used to communicate in a different way, they can become quite profound in their new meaning. It alerts our perception to it's new form and invites curiosity. While it's fun to play with words and images in this way, it also awakens the eye to how things and images talk to us.
OUT OF CLASS WORK: For copy direction, select from one of the supplied Marshall McLuhan Quotes and build the image around that (similar to the above samples). Work in Photoshop at approximately 640x480 pixels at 200 dpi.
The important element here of course is to employ A VERNACULAR into your image use and have it DRIVE THE PIECE. This is meant to be a fun assignment (I've seen the package design from "Roach Motel" used to announce a change of address). Find something that is widely recognized, and "reinvent it" to present your message. This assignment commonly relies on strong Photoshop skills, so try not to back off if it seems too difficult. Have fun and explore.
GOOD LUCK!
The images to the left are representations of student work from previous classes. Below, are samples of professional work that reinvented commercial packaging to create an alternate promotion.
