Siew Teng Loke - Illustration & Visual Media
Firstly, anti-design originated from Italy during the year from 1966 to 1980. It is an expression of rebellion and where the artists and designers created from their own set of rules. This is different from your average designs. Instead of a minimalistic and neat style, anti-design is more distinctive where bold colours are used and more for the decorative purposes. “Their designs were characterised by kitsch, irony and the dissertation of scale. These functions of their works were to subvert the way you thought about the object.” Martinique (2016, para. 3) The pieces were meant to stand out for their uniqueness and something that is temporary compared to modernism that has objects that are permanent and functionality. Since the pandemic that happened in the late 2019, there has been numbers of critical writing about anti-design. For example, Ventura and Shahar (2021) states that “10 years later, save for the first-class plane tickets and countless impressive diagrams across the Web, what is left of this concept except a brilliant and catchy name? What does it really mean and is it still relevant?” This emphasises that we already have what we need from what artists and designers have created the best of the best which has a purpose. It’s the process of designing and thinking what else can be improved or made differently but it is insignificant as there is already the good basics. So, if other artists were to create something similar but trying to make it different in terms of visuals based on anti-design movement, it would be pointless. Ventura and Shahar (2021) further adds “following the social, political and economic turmoil of the last decade, should we really focus on “transforming organizations”? A true and significant innovative turn stems from design theory, encompassing, research-based and people oriented. No buzzwords or fancy diagrams, just good old multi- disciplined... well – thinking.” This shows that during covid, the social, political, and economic factors wasn’t as great due to lockdowns happening. Its needless to focus on creating content that will improve company’s products such as marketing content on the audience and the visuals but to be on the content itself. Rather than the marketing purposes, it is dominant for a creation to be functional in this time. Similarly, this is also supported by Johnson (2020, P.1) which said “This is the time for the design and advertising industry to stop trying to make us buy fizzy drinks, whisky, burgers, cars and those fancy new trainers. We really don’t need them right now. We may not need them much in the future either… In the meantime, maybe the industry can step up and really start to prove it’s worth – and prove that design CAN still offer help, strategies and solutions.” On the other hand, there is a different point view which proves anti-design on magazines can be beneficial. This can be seen when Jamieson (2016, P.1) says “In a sea of minimalism and luxury, these doing-it-wrong mags are the ones that stand out.” For this reason, artists and designers can have more of a voice when designing it in their own way rather than keeping of what is expected. They have the choice to design what they personally like. In addition, it will also target a wider audience than magazines that focuses heavily and the luxury feel of it. There are people who may not like luxury brands as much or they may feel left out in a way as its targeted towards higher class people as it has a higher pricing. Therefore, other people can also enjoy magazines with anti-design influences and enjoy it as well. Likewise, Jamieson (2016, P.1) adds in contrast, anti-indies are experimenting with cheap paper, low-culture values, and latte-level price points… Our aim is to provide an alternative and honest voice for young women.” For this purpose, it gives a voice to people for their own problems where maybe they don’t feel too confident about it or something that isn’t talked about enough. Their aim is very powerful as the society expectations and image of women is unrealistic so their voices must be heard, and society can listen what must be said, and this is how things can be changed into something better instead of sticking to the normal. Moreover, this positive change can inspire other artists and designers to create something divergent and emphasis on something that needs a voice. In conclusion, I believe that anti designs do have benefits. There are a lot of anti-designs that make a change which is very important and useful. It helps to spread awareness on an issue and acknowledge people on this topic. So meaningful changes can be made which makes this world a better place. Additionally, anyone has the freedom to create anything they want so there is no harm if their creations are inspired by anti-designs or not. Therefore, the most significant thing about designs is that its more effective when it is concentrated on change, people’s voice and allowing people to learn new ideas and knowledge. BIBLIOGRAPHY Jamieson, R. (2016) The New Wave of Anti-design Magazine will Question Your Sense of Taste – and That’s a Good Thing https://eyeondesign.aiga.org/the-new-wave-of-anti-design-magazines-will-question-your-sense-of-taste-and-thats-a-good-thing/ (Accessed: 4 December 2021) Johnson, M. (2020) Coping with irrelevance https://www.johnsonbanks.co.uk/thoughts/coping-with-irrelevance(Accessed: 4 December 2021) Martinique, E. (2016) Anti-Design Movement – Aestheticism of the Modern Era https://www.widewalls.ch/magazine/anti-design-italian-movement (Accessed: 4 December 2021) Ventura, J & Shahar, D. (2021) Anti Design Thinking https://www.researchgate.net/publication/346021214_Anti_Design_Thinking (Accessed: 4 December 2021)
1 Comment
Robert Urquhart
1/7/2022 06:05:13 am
I find the quote from Jamieson “In a sea of minimalism and luxury, these doing-it-wrong mags are the ones that stand out.” really interesting 'doing-it-wrong' - breaking with convention - I guess to break convention we have to understand it first - and I think your writing shows that you understand this - exceeding expectation is what it's all about! Thanks for sharing.
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