Subjectivity and objectivity

Objectivity. "The ability to perceive or describe something without being influenced by personal emotions or prejudices." 

• Rules
• Modernist 
• Form follows function
• 'Maholy Nagy equated objectivity with truth and clarity' - Objective detachment

Subjectivity. "Interpretation based on personal opinions or feelings rather than on external facts or evidence."

• Aesthetics
• Opinion
• Experimental - Cranbrook
• Negligence 

FACT and OPINION

SCIENE and ART

SEEING and READING

Design is always criticised, no one can please everyone - This is what makes the design world so interesting and evolutionary.

Tutors

Client

Art director

If objectivity ruled, all we'd need is a list of rules to achieve great design but that isn't the case. 

You can teach yourself and follow ALL of the rules, but there is ALWAYS some subjectivity to it because it is still a creative process that builds it, and its still based solely around the FEELINGS of the viewer. - That is why design is always different

Ask one designer to design something and another designer to design the same, it is very likely there responses will be original due to an array of different factors. Experience, identity, background, personality

Mona Lisa - Millions of people can paint portraits however Leondardo Da Vinci added subjectivity in order to make it famous. This is the same in graphic design.

Argue that to be an excellent designer you must follow the rules but also add subjectivity (personality) or an artistic approach.

Form over function
Remove the form your left with a bland, dull and unappealing.

Remove the function your left with something that won't work.

Argue that form can not be taught?

Paul Rand's IBM logo - Not amazingly appealing but it works

Negligence:

According to Salmond, "Negligence is culpable carelessness. Negligence essentially consists in the mental attitude of undue indifference with respect to one’s conduct and its consequences".

Graphic Design Theory: Readings from the Field

https://books.google.co.uk/books?hl=en&lr=&id=TtmbTdfUskIC&oi=fnd&pg=PP2&dq=subjectivity+and+objectivity+graphic+design&ots=jyr1DLb4tm&sig=AL2K2v8NHE8ayobS-_LYEvfs_SQ#v=snippet&q=subjectivity%20objectivity&f=false

Steven Bradley:

Uses the example of 'love and hate' as a 'spectrum' - This is similar to design as we are rarely completely subjective or objective because we work in the middle of the spectrum.

Creativity and productivity - Designers need to be as productive as possible in order to get money which doesn't leave time to be creative.

"You’ll productively plan for creativity and you’ll creatively see new ways to be productive.” – sums up the relationship between creativity and productivity.

Creative people can and should learn how to be more productive and structured and productive people can and should learn to be more spontaneous and creative.

Design Observer -
http://designobserver.com/feature/against-branding-part-1--design-and-conflict/39433/

Amnesty International

Jan Van Toorn's posters:

One of Holland's most influencial gds

Application of content based strategies - Visual journalism

Opposite to the self contained modernist approach - Different ways of seeing

Van Toorn focused on meaning rather than smooth stylistic expression and developed critical alternatives to the usual design world conventions

He hoped in this way to stimulate a more active and sceptical view of art, communication, media ownership and society.

 - http://www.historygraphicdesign.com/the-age-of-information/national-visions-within-a-global-dialogue/1060-jan-van-toorn

https://vimeo.com/69003518 

Compare to Win Crowell

Pure functional design

https://www.grafik.net/category/feature/heated-debate

http://kingchainproductions.com/folder/images/Book3_designdiscourse.pdf

The Debate: The Legendary Contest of Two Giants of Graphic Design

https://www.amazon.co.uk/Debate-Legendary-Contest-Giants-Graphic/dp/1580934129/ref=pd_sim_14_2?_encoding=UTF8&psc=1&refRID=QZKSFC6302MJAJVE9PHQ

The evolution of design from formal Modernism to deconstructive Postmodernism encouraged practitioners to develop and explore new and innovative solutions, however these advances blur the line between artistic expression and the need to serve a purpose creating a new and controversial aesthetic. Modernism redefined commercial graphics for its objective nature which had a profound influence on the self contained International Style. During this turbulent time designers became more aware of subjective design which was considered 'lazy and destructive to society'. Designers such as Jan Tschishold promote an objective approach in order to achieve pure functional, minimal and ordered design. The commercial success of traditional graphic design achieves its role objectively due to a systematic approach and formalised aesthetic that is easily interpretable. On the contrary, Postmodernism encouraged a forward thinking, autonomous approach where rules were broken to convey the designers personal style and interpretation of the brief. This is often referred to as subjective design and is influenced by personal feelings, tastes, or opinions.





Music

Album artwork can be explored as the content presents the genre/style of music through its chosen design principles. For example, the typeface.


Fashion

Examples of subjectivity in fashion
Look books - Communicates the artistic themes of new collections
Appropriated postmodern design due to the cyclical nature of fashion