Studio Brief 2: Theory into Practice - starting points

For this Context of Practice brief, we have been given the task of creating a publication that is a visual response to the first half of the OUGD401 module. It will take into account what we have learnt through seminars, lectures and tasks, as well as the 3000 essay we wrote on a certain subject.

My essay answered the question:
Could it be argued that fine art ought to be assigned more ‘value’ than more popular forms of visual communication?

Below are the introduction and some key points to work from.

Fine art and forms of visual communication, for example graphic design, are created for different purposes. But are they as dissimilar as people may think? Dictionary definitions propose incredible differences between the two. The following is the definition of art: ‘[mass noun] the expression or application of human creative skill and imagination, typically in a visual form such as painting or sculpture, producing works to be appreciated primarily for their beauty or emotional power.’ (Oxford Dictionaries, 2001). Whereas the graphic design definition is as follows: ‘the art or skill of combining text and pictures in advertisements, magazines, or books.’ (Oxford Dictionaries, 2001).  ‘Art’ is seen as an incredibly emotional and creative formation that artists pour their hearts into whereas ‘graphic design’ seems like a straightforward and painless task that is quite inhuman in comparison. ‘We build elaborate temples to house art and we worship artists with a fervour that was once reserved for saints.’ (Buck L. & Dodd P., 1991). Whether or not fine art ought to be assigned more ‘value’ than more popular forms of visual communication depends on who you ask and the circumstances. Reproduction, function, meaning and creativity are some of the factors that must be taken into account when contemplating the value of such visual pieces.

• The first thing that comes to mind when comparing fine art and graphic design is the obvious difference between the creators. A ‘designer’ is, most of the time, somebody who creates a consumer product or design.
• Is design only something that is made in relation to consumerism or can a designer create something for their own fulfilment? Does it then become art?
• Artists are seen as working for themselves and fulfilling their own set goals; they are the ultimate independent creative figures in society as there is nothing holding them back.
• Successful artists are thought of as original in all their works, yet some (if they can still be referred to as an artist; to most they can and will) are assigned commissions.
• Fine art can only truly be, one hundred percent, about self-fulfilment if money is not an issue for the artist.
• Graphic design has ‘social, cultural and economic’ functions as a whole, Bernard (2005) states. But individually the functions that are in designs consist of information, persuasion, ‘decoration’ and ‘magic’ (Bernard, 2005). Each of these has their own purpose.
• Graphic design has the ability to transform one thing into something else; ‘making things appear and turning one thing into another thing are exactly what magicians do and that is exactly why graphics may be said to have a magical function, however residual, or primitive it may sound.’ (Bernard, 2005). Art is simply selling its aesthetic at times, and others simply selling its contextual depth. To say it has functions in the same way as design would be incorrect, art is for entertainment.
• Graphic design and art often have something in common: a concept can make them more interesting and appealing. Art with meaning behind it (even if it is unclear) is often more captivating, and the same can go for mass media such as graphic design.
• Art is often dubious, and known for its unclear meaning.
• Art is a form of intriguing self-expression. In comparison, graphic design is not admired for any deep contextual mystery but is known for communicating a clear message.
• Art leaves it up to the viewer to interpret in their own way, and immerses them in a whole new world.
• Another difference between art and design which could affect the supposed ‘value’ of a piece, is the production methods.
• The difference in value of graphic design and fine art lies in the meaning behind it, and there are several variables that make the line between art and design difficult and unclear.
• graphic design as a whole is fuelled by creativity just as much as fine art, without a doubt.