Practical Response 1.4

Started to think about the printing methods available and how I can use them to influence my design. I aim for the composition to suggest how print media and digital media should join forces in the digital age. PRINT MEDIA ISN'T DEAD.

RESEARCH

People of Print produce 'Print Isn't Dead' which is a magazine that showcases art and design in a contemporary style. The focus is purely on print which is why the slogan works as the title. This relates well to my essay because they have given print a purpose in the digital age.

John L. Walters said “you only have to flick through to see that Print Isn’t Dead.” - Tactile

First cover for the magazine:

In order to decipher which concept would be the most appropriate, I created a small survey, as well as asking for feedback.

I asked 20 people three questions:

I kept the survey simple by asking closed questions so that I could get a definitive result.

Question 1: If you saw a QR code in Leeds City Centre, would you approach it and scan it?

Question 2: If you saw a QR code in a publication, would you scan it?

Question 3: If you saw a QR code in a gallery exhibition, would you approach it and scan it?

Results:

 Q1: YES: 3                         NO: 17

 Q2: YES: 9                         NO: 11

Q3: YES: 12                       NO: 8

Although the questions are vague, I wanted to make an informed decision based on the results from my survey and essay.

The results show that more people would scan a QR code in a gallery exhibition more than in a publication or on the streets. Asking for feedback on their answers and my concepts, people thought that a gallery is an appropriate place for a QR code because it is more likely not to be spam, and aid the exhibition experience. These results have informed my decision to create a postercelebrating print media complimenting digital media, instead of a publication.

Started to experiment with QR codes because they are relevant to my essay but also provide intriguing visuals:

Cutting the QR code in half and rearranging the elements take advantage of the contrasting colour scheme and shapes. Layering the QR code once it has been rotated creates even more geometric shapes.

These compositions would translate really well using screen printing. This would be more appropriate than lino because my designs are becoming more expressive and complicated. Screen print will allow me to print clear compositions. This process is appropriate because it combines digital and analogue techniques.

Created more variations:

The composition resembles a human head looking to the right:

I asked numerous people, without telling them my concept or essay title, if they recognised a face looking to the right. A lot of people only realised it once I told them which means I need to make my composition clearer.

The top section of the composition looks like a crown so I highlighted this using a gold/yellow colour. I could potentially use gold metallic ink when screen printing this section of the composition. This will highlight the 'crown':

Added the slogan 'print still rules' because the form made out of QR codes resembles a king due to the crown. This will make the audience associate the composition as a king, thus enforcing my concept. Using a traditional printing method to print QR codes shows how print media is still relevant in our society despite the digital age.

To make the head shape more recognisable, I cut off the bottom so that it looks like a crest and also made the crown taller:

To relate my composition more to my essay, I added an image of Walter Benjamin who's work I have featured in my essay because he believes print media destroys AURA. This is explained in my essay so would work well to accompany it:

Aimed to fit the image inside the composition, making Benjamin blend with the QR code composition in order to make the KING stand out more and be more recognised as a face. The reason I chose Benjamin was because he didn't think facilitating artwork with print was relevant to art. If I am to use this design, Benjamin's face with be the focus and debate of the composition.

Made the face red to see what the composition would roughly look like when screen printed:

The red makes both elements of the composition stand out, however the QR code composition isn't easily recognised as a face.

I resorted back to experimenting with the addition of colour. This will take advantage of the printing technique and also demonstrate what print can do when translated from digital:

Used primary colours to gage a colour palette which can be adapted more when I am printing as I can experiment with mixing colours. The intention of the stripes was to highlight the crown.

Removed the colour from the crown and highlighted the eyes, keeping the digital and geometric shapes from the QR code:

The eyes naturally act as a focal point making the head more recognisable.

Introduced coding because it is a concept that I researched into a lot earlier in the project and relates to my composition. Having the 'king' vomiting code portrays how much digital media is taking over our lives because there is so much of it:

After producing a range of outcomes, I asked people which design they preferred so that I could move forward into production. The response was positive as people thought the concept was visually intriguing, although some people didn't recognise the king before I told them. However, the compositions with the slogans helped identify the figure in the QR codes due to the verbal queue.

Slogans for print:

Print isn't dead
Print is King
Long Live Print
Print Rules

Decided to choose 'Print is King' because the audience is likely to associate the lexis 'king' with the figure. This supports my essay because I have identified that print still has a role to work with digital media but because print has been around longer it trumps digital.

Chosen composition:

Decided to take this composition into screen print because the bold geometric shapes and negative space will transfer well using this technique. Screen printing will also allow me to print a large amount of posters because it is a cheap process. I placed the imagery at the top of the composition because I want it to be the main focal point.

Production:

Printed all of the composition using black ink in order to see if the composition was prepared to a goof standard:

All of the elements are clear and sharp, I have managed to get an even coverage which looks professional.

Also tried it in red, another bold, contrasting colour:

Layering:

Layering the composition makes it look digital and adds more depth. The black and red colour scheme is very strong and contrasting against the white stock, I aim to experiment with more colour combinations. This is appropriate for my concept because it shows how print can create more engaging responses.

Added the eye from my original design:

Aren't appropriate because they don't fit in with the black lines and the ink is too opaque so I have decided to leave the composition black so that it contrasts well on the white stock so the content is clear and impacts the audience.

Synthesis

Aiming to create a synthesis between my essay and the practical piece made me focus on my argument and points that I have made throughout my essay. I used these to inform my concepts and design decisions. The king represents print media but the fact that the figure is built out of QR codes shows how digital media and print media can combine forces. This is evidenced in my essay:

‘QR codes have been developed like a barcode that a phone/tablet can scan to automatically send the audience to a specific website link. This is an example of how printed media and the digital age can work together. Magazines can use these QR codes for support on ‘unprintables’ which will encourage more people to buy the printed magazine.’

I identified that I wanted to use both print and digital media to create the outcome because this also reiterates the point from my essay. Digital media cannot be held, however combining it with print brings it to life.