Job No:01077 Title:The fundamentals og Graphic Design
1ST
Proof Page:70
024-071 01077.qxd 8/4/08 9:38 AM Page 70
Job No:01077 Title:The fundamentals og Graphic Design
1ST
Proof Page:70
Appropriation
When a designer takes the style used in a design and applies it to another, often in a very different context to the original.
This may be done for several reasons: to incorporate the same graphic devices into a job; to use the visual statements provided by
the appropriated style; or to add easily decipherable meaning to a job, such as energy or political overtones.
Irony
When the intended meaning of a word, phrase or design is different from its literal meaning, which typically depends on context
and circumstance. The incongruity that irony represents is often used to inject an element of humour into a design, or to highlight a
discrepancy. For irony to be effective, it has to be clear to the target audience. Designers use the fact that not everyone will
recognise the irony of a particular image or situation as a means of tailoring a message to specific groups of people.
70 The Fundamentals of Graphic Design Influences and creative elements
Placement
The placement or relocation of found items is
important, as putting an item within a new time
and context can change its meaning significantly.
The typography from the signage of an old
tobacconist would carry a different meaning if it
were placed on the signage for a modern tobacconist
or the cover of a music CD. When using vernacular
as a design tool, a designer needs to be aware of the
connotations it will carry. When an item is used out
of context, the work may acquire new meanings that
convey wit or i
rony, some of which may not be
intended or recognised until later.
Found items
Designers are collectors of images, colours, textures,
letterforms and other visual stimuli. They are cultural
scavengers and the a
ppropriation of elements are
accidentally or unexpectedly found in their work.
For example, the visual language of
illustration and typography, whether from a
1970s airline safety card or the signage of an old
tobacconist, has a history and style that serves as
a source of inspiration.
Vernacular
The everyday language through which a
group, community or region communicates is its
vernacular. It is a recurrent aspect within graphic
design as designers draw on the vernacular by
incorporating ‘found’ items, such as street signs
and borrowing low-culture forms of communication,
such as slang.
024-071 01077.qxd 8/4/08 9:38 AM Page 70
Job No:01077 Title:The fundamentals og Graphic Design
3RD
Proof Page:71
024-071 01077_C3.qxd 9/24/08 1:18 PM Page 71
Job No:01077 Title:The fundamentals og Graphic Design
3RD
Proof Page:71
typefaces also tell stories
typefaces also tell stories
Template Gothic
Academy Engraved
Semiotics < Ve r n a c u l a r 7 1
Ve r n a cul a r t ypog r a phy
There are numerous examples of vernacular
typography and many modern typefaces are in fact
redrawn versions of fonts found by typographers in
old books. One of the most famous is the font
Template Gothic (shown below) by Barry Decks. It
is a typeface based on the signage of a laundrette.
Having been appropriated from other sources,
vernacular typography can add meaning to a work
because it has its own personal history or story to
tell, giving it added personality. The typefaces below
demonstrate that they are more than simply
letterforms – they carry additional meanings that
should be considered when selecting fonts.
Vernacular image-making
Images can also make use of vernacular inputs to
alter their perceived meanings. Designers draw
inspiration from the graphic possibilities and the
visual language found in the urban environment.
These elements are then often incorporated into their
own work. Presenting information in a certain style,
such as the graffiti found on any street corner in a
city, will incite different reactions from various
groups. Teenagers may respond positively to the
message presented, while adults may shun it.
Heal’s packaging
These toiletry bottles created by
Brandhouse for quality retailer Heal’s,
appropriate the use of paint swatches
on a range of bath oils and accessories.
Using the values of the client,
Brandhouse created a design to extend
its product range into new markets.
024-071 01077_C3.qxd 9/24/08 1:18 PM Page 71
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.