Essay Plan

First Things First Manifesto, Ken Garland

- 'We are proposing a reversal of priorities in favour of the more useful and lasting forms of communication'

2014 addition

- 'we are troubled by the present state of our industry and its effects on cultures and societies across the world

- 'some of use have lent our expertise to initiatives that abuse the law and human rights, defeat critical system of encryption and privacy, and put lives at risk'

This manifesto recognises the impact that graphic design can have on society and what can be done to change this to a positive rather than the negative that has already been done. From the adjustments made to the original manifesto that have occurred in 2000 and then again in 2014 demonstrate that there are still ways in which improvements can be made to the way designers communicate with their audience for a worthwhile purpose. 

Do Good Design

Do Good Design, How design can change the world: David B. Berman, foreword by Erik Spikerman

'We graphic designers know that the world would probably carry on pretty much the same without our services'

An example of where graphic design has saved our lives:

- 1997 Dusseldorf airport fire
- 16 people died because they couldn't find their way out. This was due to the positioning and lighting of the exit signs
- 'the architects wanted the signs 'out of the way of the beautiful architecture'

- 'we all need to be constantly aware of what we do, for whom we work, and how our work affects others'

- 'Whatever our good intentions may be, we cannot ignore the realist that is design as a business'

- 'Graphic designers create a bridge between information and understanding'

- 'Designers have an essential social responsibility because design is at the core of the world's largest challenges...and solutions'  - this suggests that designers are aware of the capabilities that their work can have on the audience 

- 'Human civilization, trending toward one global civilization, cannot afford to make even one more global mistake'

- 'don't just do good design, do good'


This text was an introduction into the way that designers think and how if you believe in your practise to be doing good for the world, then it will do so. It also recognises that design has a large influence on the way that we behave and consume which has an impact on the environment. Does this suggest that global warming can be helped through the use of designers? This is something to discuss. 

Scott Laserow

Through researching design made for social change, I came across the designer Scott Laserow. After discovering his work, a wider search led to an interview with Laserow. 

http://www.printmag.com/posters/scott-laserow-great-posters/ 16.11.16

How would you describe your poster design work?
This is a difficult question. As a social and environmental designer, I hope people find my work engaging, [and that it] makes them think and encourages open dialogue to effect change.


You are also involved in many social and environmental causes by the very nature of your work. Can you share with us a specific example of how you’ve seen one of your projects make an impact?

'The first time I saw a real impact was when I participated in the Hurricane Poster Project in 2005. The hurricane poster project was an international collaboration of designers who came together to raise money and awareness for the victims of Hurricane Katrina. It wasn’t so much that my poster alone made the impact, but rather the collective force of graphic designers and image-makers from around the world uniting together for one purpose. Even today my poster Epitaph #1, designed for the Hurricane Poster Project, remains one of my favorite images.'
 - This gives an understanding of the reason why this designer creates the work that he does. Unless a person has a personal interest in what they are designing then their work will not effectively communicate what is required successfully. 

Visual Research - Noble and Bestley

Rhetoric - The strategic use of language as a foundation for reasoned argument

The classical art of rhetoric involves several distinct phases which may be described as: a. The discovery of ideas b. The arrangement of ideas c. The stylistic treatment of ideas d. The manner in which the subject matter is presented. Each of the phases correspond directly to graphic design methodologies such as concept, composition, style and format. 

Rhetorical terms utilized in graphic design:

Irony - a sign is employed to convey an oppositional meaning or to communicate a contradiction

Antithesis - contrasting terms are placed together in order to emphasize their differences. This can also be used in the form of contrasting imagery in order to produce a dramatic effect

Metonymy - a word or phrase is substituted for another which is closely associated. This can be achieved through an image or name that can be replaced by a symbol that encompases similar connotations

Pun - a play on words. A designer may choose to use an image or symbol that has more than one direct meaning

Metaphor - a word or phrase that is applied to an object or action that it does not denote. This is used to imply a certain characteristics and can be done through the use of connotations of a sign or symbol

Personification - attributing human features and characteristics to an animal or inanimate object

Herperbole - exaggeration for the purpose of emphasis or dramatic effect. This may apply to relative scale of type and image


From reading and making notes from this piece of text, it has bettered my understanding of a variety of visual methods used in graphic design and the terms that are associated with methods. 

Creativity and Climate Change

Art Attack: why getting creative about climate change makes sense, David Buckland and Yasmine Ostendorf, 23.09.13

Notes from article:

- Cape Farewell has been collaborating with the world's leading climate scientists and artists to create a cultural response to climate change

- Part of our methodology is to work where you can have the biggest impact. In relation to climate change that means working in China, Russia, and North America (where we have a sister organisation in Toronto).


Cape Farewell, http://www.capefarewell.com/latest.html


Cape Farewell started in 2001 by David Buckland. Since then he has engaged with a number of different creatives - 'Using creativity to innovate, we engage artists for their ability to evolve and amplify a creative language, communicating on a human scale the urgency of the global climate challenge.'  They are committed to the notion that artists can engage the public with the issue of climate change through visuals. The organisation hold yearly exhibitions and workshops that each address a different topic related to climate change informed by the work of leading scientists. 

Sustainable Printing

Sustainable Commercial Printing

Biodegradable, vegetable inks are available to use in print. Vegetable based inks are an alternative to petroleum based inks and produce rich colours as well as making the paper much easier to recycle. This type of ink does not use solvents and therefore is generally better for the environment. There are also environmentally friendly toners that can be used in digital printing.


Footprint

Footprint are a leeds based co-operative we brand themselves on being 'ecologically minded'. To ensure their printing methods are ethical they use recycled papers, a green electricity tariff and processes that have the lowers environmental damage as possible. 

Risographs

This process is most efficient on short runs of work (50-10,000). The printing methods works by squeezing ink through a paper 'master'. This is a process similar to screen-printing however can mean that photographs print with a slight pixilation. The ink used in this print method is soy-based and is therefore the most eco-friendly printing technology that the business are aware of. 


Sustainable/Eco-friendly Papers

Environmentally friendly paper is a paper that is sourced from alternative fibres (hemo, wheatstraw, rice straw, etc). These forms of paper have minimal pulp and papermaking emissions. They also do not require the use of chlorine bleaching.  (Rainforestinfo.org. Environmentally Friendly Paper)


Recycled or FSC-certified paper?

Recycled paper

- Recycling 1 tonne of paper would power a home for 9 months

- Save 7,000 gallons of water

- Reduce greenhouse gas emissions by one metric tonne of carbon equivalent

- Ensuring that the paper you are buying is 100% "post-consumer waste paper'


FSC - a global forest certification system

- Help to take care of forests, the people and wildlife who call them home

- Recognised by WWF as "hallmark of responsible forest management"

- 50% of people in the UK recognise their logo

- Uses a system of inspecting and tracking timber and pulp through the chain


The Guardian. Is it better to use recycled paper or FSC-certified paper? Lucy Siegle 31.03.13 [ONLNE]


Using sustainable and eco-friendly print methods and materials is something that is greatly important in producing a physical to studio brief 01. It would be contradictory to produce a piece of design encouraging more sustainable behaviours when the product itself does not follow similar regulations. 

Designing For Social Change

Designing for social change, Andrew Shea, 2012, Princeton Architecture Press

Rather than just reading and taking in the information that this book provided, I have tried to relate the quotes to the essay by writing them in a triangulation form. By writing these paragraphs with embedded quotes, they will be able to be transferred to the body of the essay as well as relating to the imagery presented with the text. 

An example of a project where in depth research to inform the design was conducted is the Green Patriot Posters. The project began with Edward Morris and Susannah Slayer (The Canary Project) who wanted to address the problem of global warming in Cleveland. To address this issue they set out to produce 'visual media, events and artwork' to address global warming.  The aim of this work was to 'build an understanding of human-induced climate change and energize commitment to solutions'. This demonstrates an active project whose designs are produced to aid and encourage social change. 

The original funding proposal for the project involved an 'extensive research period that involved recruiting and educating teenagers to conduct surveys'. Not only is this project aiming to educate the wider society but it also focused on educating a smaller audience so that they were active and involved in the project. This is a demonstration of the multiple highlighted strategies of community based graphic design - build trust, design with the communities voice and give communities ownership. The research conducted by the teenagers in the community was then followed up to asses the impact that the project had on the community. From this they learned that 'those people who paid attention to the bus ads had trouble figuring out what they were about and did not really care about climate change.' This indicates that the project was not successful at designing for their target audience, even though extensive research was undertaken. 

Research - Guidelines

This post demonstrates the research areas that are going to be explored throughout the brief. This will act as a guide when completing the research and will therefore provide varied and a focused direction.

Contextual Research

Technologies

- Sustainable technologies that could be used to produce the outcome

- Sustainable methods of print to use to produce the outcome (papers, ink)

- If the design is highlighting climate change then the production of the design should be influence by this. (e.g. the design isn’t going to be something that produces a high amount of pollution)

- How the design(s) will be displayed 

Project Background

- What is needed to produce an effective piece of graphic design 

- Questionnaire - show a poster to a range of audiences and question whether they see the design as visually effective and whether it influences their behaviours and why

- Look into an organisation to design for

The Context

- Research into where the practical work will be displayed

- How will the work be displayed

Society

 - Designing for a particular culture

- How will the society perceive the design, will it affect their behaviours

- Do society have an opinion towards the subject?

Target Audience (4 different groups to consider)

The target audience of the practical work depends on the direction that the poster series is taken in.  For example if the subject of recycling is chosen then this may target a different audience to carbon emissions. The subject area is something that requires further research in. 

Who?

- Children between the ages of 4-10

- Climate change is something that is going to affect the younger generations more than the older. This means that they are the ones who need to be influenced from a young age so that it becomes a part of their life rather than something that they need to adapt too

- As children of this young age may not have an opinion on climate change, this is something that needs to be taken into consideration with the design so that an opinion is not forced upon them 

Who?

- Families in the U.K

- Working class adults, your ‘typical’ family

- This target audience would benefit from being informed on a range of different climate change issues

Who?

- The general public of a particular city (e.g London)

- Targeting a large audience like this would require the design to be displaying a subject area that is current and that the audience already have some existing knowledge of

- This would make the design less specific due to reaching out to such a large audience

Who?

- Businesses

- Although this is another large target audience, it could be made more specific by targeting those buisnesses who use a lot of paper each year (for example)

- This is a target audience who would have a large affect on climate change if certain behaviours such as printing/carbon emissions/waste were addressed

Visual Examples

Design Can Change

www.designcanchange.org

This website has been particularly helpful in providing pointers to take on board that will ensure your work will environmentally friendly as well as it being effective in society.

'The public is starting to recognise the importance of good design. They demand it in their products, entertainment experience and almost every facet of their lives. It is now accepted that our efforts are pivotal in shaping the world around us.' 

'By utilizing our ability to effectively communicate and build interest, we can generate awareness and further cause to end global warming.' 


How are designers involved in climate change?

- the paper industry is the third largest industrial polluter to air, water and land (Canada and U.S)

- Paper manufacturing is the third largest user of fossil fuels worldwide and the single largest user of water per pound. 


Although not necessarily linked to the research question, the facts and suggestions made could be incorporated into the practical element of this module. For example using recycled paper to print or other methods of more ecological printing. This is something to research further. 

Reflection

Through the areas of research already explored, the wording of the question needs to be appropriately changed to support the wider field of designing for social change. Originally the question was focused around designing for 'environmental change in society' which is a topic that has minimal research. Although there are many designers who complete work for this purpose, there is little research and theory behind these designs. Instead, looking into this area has led me to the topic of designing for social change and the methods of doing so on a broader subject. This discussion area is becoming of increasing importance and is being more and more recognised in society. Therefore, to remain appropriate of this area, the essay question will now read; To what extent does graphic design influence change in society. 

D Scott, Designing for Social Change

D Scott, Designing for Social Change

'for the benefit of society the graphic designer needs to start implementing them in the course of their work and professional practice.' (:5)

'Shel Perkins believes there to be three categories to be considered when discussing responsibility and ethics in design: professional behaviour, professional expertise and professional values. The first involves the designer’s behaviour in the daily business of their work. The second covers the expertise needed in areas such as accessibility, usability and sustainability, and the third that deals with the values, beliefs or moral principles the designer has towards society, the economy or politics (aiga.org 1). '

'Another example of responsibility that the graphic designer has is related to sustainability in their profession and the environmental effects and consequences that may occur from their work. '

'This can also include the designing of solutions that may be seen as having a longer life, be non-disposable or recyclable or solutions that can lead to sustainable development, a term that has been defined by Ann Thorpe (2007, p.6-7)) as: “development that cultivates environmental and social conditions that will support human well-being indefinitely” ' 

- This section of the article outlines a designer's overall responsibilities. This is a background area that will be interesting to read further into to strengthen my background knowledge therefore adding more depth and understanding for writing the essay.

Chapter 2.1.2 The graphic designer's social responsibility

This chapter features a number of quotes from David Berman, Do Good Design (2009) who 'believes designers to have an essential social responsibility due to design being at the core of the world’s largest challenges and solutions.'

'The graphic designer has an immense power over their surrounding, due to the nature of their work; work that can be very powerful and persuasive and can influence how we engage our world. (Berman, 2009, p.1)'

'The power that the designer has over their surrounding is an important thing to consider when addressing social responsibility within graphic design as it is the designer’s creativity which fuels the most efficient (and most destructive) tools of deception in human history. Not only that, but the same design that fuels the mass overconsumption that threatens the world and mankind also holds the power to repair it. (Berman, 2009, p.2) '

'He states that the designer needs to be aware of the influence and impact of their work, an impact that can lead to the creation of artificial needs and the promotion of unnecessary products. ' (Shel Perkins :7)

'In First Things First Revisited (emigre.com), Rick Poyner also agrees with the current state of design and the role it has in the creating of false needs and the promotion of unnecessary products. He believes that designers are engaged in nothing less than the manufacture of contemporary reality and that our skills and creativity should not be wasted on such things as commercial advertising but rather be focused on producing useful or lasting artefacts that contribute to society. '

Triangulation

D Scott  believes that the graphic designer plays an important role in society rather than designing for things to be visually appealing and attract a particular audience. He states that 'The designers job is to communicate and inform people and prompt them to make educated choices about what they do, how they act and what they consume' (D, Scott 2012 p5). This is also believed by David Berman who wrote that 'Graphic designers create a bridge between information and understanding' (D, Berman 2009 p10). Although this does not directly provide evidence that there is an impact on society, it does show that designers are active in considering the impact of their practise. This is the main starting point of designers having an active role in influencing change in society. 

Practical Work

There is a need for graphic design in addressing this issue due to it being an area of creative that expands across a number of fields. A piece of design is also known to be one of the most influential ways to better societys behaviours which is something that has been addressed and discussed in the essay. 

Cassandra Reese, The Social Influence of Graphic Design

Cassandra Reese, The Social Influence of Graphic Design www.academia.edu/10168414/The_Societal_Influence_of_Graphic_Design (7.11.16)

This piece of writing explores and outlines the extent to which designers have an affect on other human beings and their lives. Although looking more into advertising and the way it shapes culture the text has introduced me to organisations that associate designers 'to make a difference in their communities.' One of these is the AIGA 'the professional association for design' who have 'recognized the potential designers have to make a difference in their communities'. 

The text has also introduced me to a movement called 'Design for Good'. This involves designers being 'urged to match their unique abilities with design projects to ignite social change'. This demonstrates that there are organisations who are active in producing design to make a difference in society. 
- ' The vision for this movement not only indicates raising awareness of design-driven social change, but also seeks to change the way communities view designers as a whole'. 

Social Impact Studios - The text goes into further detail focusing on design for society through looking into Social Impact studios who 'focuses primarily on design as a form of social activism'. This is a studio that I aim to look into further.

'While an increasing number of designers are choosing to step into the arena of creating to improve humanity, there is always work to be done' This demonstrates that although designing for social change has been something that has been continuously growing, it is becoming more of an important element to society due to the increasing importance of design.