The purpose of anti design is to challenge the rules of traditional minimalistic design through experimenting with bold ideas, these could be through mixing colours that in theory does not work together, or changing shapes in a way that according to the textbook is ineffective (Glover, 2022). My name is Lovisa, I am a Graphic and Media design student from Sweden and this is my perspective of anti design.
In my opinion, anti design is important because it balances out the minimalist trend. Scandinavia has made a name for themselves when it comes to minimalistic interior, fashion and graphic design. Scandinavian design is described as clean, minimal and simple (MCCRORY, 2022). This is the environment I grew up in and I associate these things with home and calmness. I am easily affected by the space and environment around me. When it comes to spaces, I do enjoy anti-design. In Sweden everything is minimalistic from architecture to classrooms, this combined with our dark weather can be very depressing. When I was travelling in Europe would I always take my time to appreciate how buildings usually have more character than the buildings at home. This is an important reason for me why anti design is necessary, we need the variation that builds character to the environment around us. On the other hand, there is one place I enjoy minimalism in and that is in my room, it might be because of my upbringing. Nothing feels more like home than a simple interior and white empty walls. When I think of anti design, Emily Zugay is the first person who comes to my mind. Designer Emily Zugay has built a Tiktok following through re-designing logos for well known companies, with a comedic twist on it. She has rebranded the iconic symbols through using anti design which has gained a lot of attention online (Sanchez, 2019). For me as a graphic design student is it refreshing to see her break every single rule I have been learning in the classroom. It keeps creativity alive. When Zugay designs, she is doing it with a comedic undertone while making her designs objectively ugly by purpose. What makes her logo’s genius is because they are at the level of ugly that makes them good, not because of the design but because of her message. What I wonder is if her design not only is a protest against minimalism, but also a protest towards anti design. Neithertheless do I enjoy watching her content. As mentioned earlier, Scandinavian graphic design is minimalistic. This is something that can be seen in my practice when I work with typography. In the future I want to be more involved and contribute to the anti-design wave. In my opinion, it is important that creatives never stop exploring themselves and take inspiration from other practitioners. A designer whose design has inspired me to this is Santiago Moscardi, thanks to his bold choices of composition, colours and illustrations (behance). I want to encourage everyone to try out anti design. Behance. (n.d.). Santiago Moscardi on Behance. [online] Behance. Available at: https://www.behance.net/santiagomoscardi glover, ellen (2022). Why Web Designers Are Embracing Anti-Design | Built In. [online] builtin.com. Available at: https://builtin.com/design-ux/anti-design McCrory, S. (2020). Scandinavian Design: Everything You Need to Know. [online] Scandinavia Standard. Available at: https://www.scandinaviastandard.com/what-is-scandinavian-design/ www.thedieline.com. (n.d.). ‘TikTok Designer’ Emily Zugay Redesigns Logos For Chuckles and Gets Brands In On the Action. [online] Available at:https://thedieline.com/blog/2021/9/24/tiktok-designer-emily-zugay-redesigns-logos-for-chucklese to edit.
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