KSENIA KRASNOPEVTSEVA BA GMD YEAR 3 PPD POSITIONING
PROJECT ONE TIME IS OF THE ESSENCE A video project about experiencing the time.
PROJECT TWO UNREAL WORLD A research project about QR codes usage.
PROJECT THREE SELF INITIATED “EXHAUSTION” Visualising negative cognitive states.
PROJECT FOUR SELF INITIATED “DOLCE FAR NIENTE”
Visualising the concept of delicious idleness through pattern design.
I am a fan of minimalism and simplicity. This is what I like most in art and all aspects of modern visual communications and this is what is always reflected in my own works. I seek to always be in the process of personal growth, and to use any chance of discovering something new for myself. I am on a permanent search for inspiration and motivation, and I always have an eye on news in the field of graphic design and modern arts be in the process of personal growth, and I use any chance of discovering something new for myself. I am on a permanent search for inspiration and motivation, and I always have an eye on news in the field of graphic design and modern art. The Institute has provided me with all necessary conditions and resources for obtaining new knowledge as well as well a technical preparation and a strong theoretical basis. I have got a chance of trying myself in both commercial projects with clearly set up briefs and conceptual art with its inherent freedom of expression during the studies.
I tried to cover both these spheres in the last year of study, and dedicated my dissertation to a serious subject of building up an advertising campaign and analyzing advertising methods while have done all practical works in the best traditions of conceptual art by visualizing human emotions and moods and addressing the problems of haste and hurry in modern life. The knowledge obtained over 4 years of studies at the Institute will help me continue education in the field of graphic design, provide a formidable basis for a further study of interactive media and moving image, help obtain working experience at advertising agencies of London and Moscow, and, finally facilitate the implementation of my old dream to open a design studio of my own.
PROJECT ONE TIME IS OF THE ESSENCE 7
The time is a relative and irreversible thing. It flows very slowly sometimes so that it seems to have completely stopped, and it runs so quickly sometimes that we hardly notice it, and can only look back, and see with surprise that what we have been waiting for and desired so long has ended, and we had not even time to enjoy it. We always wait for something to happen and to radically change our lives. When we overestimate the ‘ideal future’, we forget that ‘tomorrow never comes’, and the moment we are living now is life itself and, what is even more important, we will never be able to return to this moment. Stop waiting till you graduate from the school to have a life full of fun at the university! Stop waiting till you will graduate from the university to find a job and to be fully responsible for yourself! Stop waiting until you quit the job you have, and stop waiting till someone suddenly offers you one you dream about! Stop waiting till you stop working and start resting surrounded by grandchildren. 8
We are wasting minutes, hours and years while waiting for some phantom dreams to come true, waiting for a ‘result’ that we will never achieve because there are no ‘results’ in life, there is just a process, and this process is life. Obsessed with a desire to do most within a shortest interval of time, we invent cars and computers which are capable of performing a half of our work. We eat fast food, meet online, order ‘take-away’ suppers, we travel by planes to use any chance of saving at least a minute of time. However, we lose the main thing, quality of a life, as a result of this haste.
THE MOMENT WE ARE LIVING NOW IS LIFE ITSELF AND, WHAT IS EVEN MORE IMPORTANT, WE WILL NEVER BE ABLE TO RETURN TO THIS MOMENT.
Inspiring images from initial research
MOVING SLOW IS GENERALLY HARDER THAN MOVING FAST Dancing at an up-tempo, the dancer has no time to pay attention to all connecting movements or movement details, and rather hurriedly jumps from one element to another. Dancing at a slow tempo, on the contrary, not only enables the dancer to pay attention to every smallest movement component, but also to notice the importance of connecting movements between elements.
In life, too, we can do a weekâ€™s amount of work in one day and work and produce more when living at a high speed, which will bring higher earnings. But we will be able to see more details of our life, insignificant but pleasant trifles such as weather or good mood of a loved one if we slow down a bit. We will be able to pay more attention to our real wishes, not the needs caused by our professional activities. Every dancer justly knows that moving slowly is much more difficult than moving fast.
Martha Graham’s contemporary dance
WE WILL BE ABLE TO SEE MORE DETAILS OF OUR LIFE, INSIGNIFICANT BUT PLEASANT TRIFLES, SUCH AS WEATHER OR GOOD MOOD OF A LOVED ONE... 11
A video installation in three parts. The first 30-second long video captures a person doing a certain movement ending up in the same position it started. The second 60-second video captures the same movement performed in a slower manner. The first video is played twice, while the second one once. The third 120-second video captures the same movement performed even slower than on the second one. While the 3rd part is played, the movement shown on the 1st part is repeated 4 times, and the one shown on the second one twoÂ times. 3 videos are going to be projected on 3 pieces of semitransparent white fabric placed one above the other. The videos are played non-stop and as soon as the movement ends up in the same position it started the viewer will get a feeling of an endless cyclic process.
Still photograph from the original footage â€œRCPD Mariemmaâ€? school of dance Madrid, Spain
I INTENDED TO BUILD THE MOST NEUTRAL SETUP SO THAT THE VIEWER WOULDN’T BE DISTRACTED BY ANY OUTSTANDING DETAILS... A superposition of all the three videos on one screen gives the audience an opportunity to reflect on the effect a difference in tempo produces. I intended to build the most neutral setup while choosing clothes and filming locations so that the viewer wouldn’t be distracted by any outstanding details of the picture and would follow its dynamics.
Video positioning test. Final Cut Pro “RCPD Mariemma” school of dance Madrid, Spain
Although my intention was to maintain the difference in speed between three videos through performance, I have resorted to post production, and done final manipulative touches to make all the three videos end with exactly the same 5-millisecond freeze-frame, after which the video is played again. 13
Testing location and blocking experiment “RCPD Mariemma” school of dance Madrid, Spain
Testing location and blocking experiment “RCPD Mariemma” school of dance Madrid, Spain
Photographer: Luis Gaspar
Although my peer group was agreed that the choreography of the test video communicated the idea of representing time through body movements, they also mentioned that some details of the shot were distracting. For example, an original video depicts too much of dancer’s personality such as details of her clothes, her face expressions and a hair style. This brought a lot of unnecessary information to the final video, mixing dance moves with the woman’s mood and attitude to the performance. All those details were attracting too much attention and did not work on the original concept. As a result I had to find the way to minimize the character’s appearance in the video 16
through editing. While working on that challenging task I was inspired by Luis Gaspar, a Spanish photographer who photographs human bodies showing through white or grey fabrics. He pictures not people, but their bodies as geometric objects by using different light schemes with variable luminosity and shooting angles. I adopted Gaspar’s approach and developed it through digital software in order to make a body of my model look as a constantly changing geometric shape with less expression and character in it. I believe the final result has a more solid visual concept and this gives a viewer an opportunity to reflect on the idea of the video without being distracted.
This project is aimed to examen the concept of “time” and “experiencing the time” from a reversed point of view. It aimed to to focus the viewer’s attention on tiny details, transitions that we never notice and usually “bypass” them on the way to our final destination or result. The research is based on the art of body language in dance, body performance, yoga and martial arts, where concentration and inner calmness are considered most important and attention to each single detail is required.
I ADOPTED GASPAR’S APPROACH AND DEVELOPED IT IN ORDER TO MAKE A MODEL’S BODY LOOK AS A CONSTANTLY CHANGING GEOMETRIC SHAPE WITH LESS EXPRESSION AND CHARACTER IN IT.
I don’t rush to force the viewer to see exactly what I see and I don’t claim that everyone should get the message exactly as I understand it. I want to leave enough freedom for the viewer to leave with his own thoughts on the topic examined, therefore the desired final outcome is nothing but to ‘uncup’ the subject by providing the audience with a material to consider. Opposite page: screen shot from a final video
PROJECT TWO UNREAL WORLD 21
QR code was invented by Denso-Wave, a Toyota subsidiary, in 1994 to track vehicles during the manufacturing process. It was designed to enable data reading and decoding at a high speed. Despite the fact that the original purpose of the QR code was logistical and did not represent media, the technology quickly gained popularity in the world of advertising and publishing, and became advertiser’s favourite tool of attracting potential consumer’s attention. One of the main advantages of using this trendy technology is that QR codes can provide a quick and effortless access to additional information, which might be very important, but can’t be showcased for some reason. For example, it can be conditions, restrictions, license agreements, links to online sources, images and applications. The QR code is just indispensable for a quick information presentation and distribution in an era of mobile technologies, mobile Internet, and ‘fast life’. It is much easier to direct the phone 22
lens with an appropriate application activated to the code, which will automatically redirect you to the Internet page of an advertised product, shares, sales, special offers, song or video than to long reprint a link into the Internet browser search line on our smartphone while standing in front of the poster where that link is written. This is a considerable time saving and facilitation of search for necessary information, but only provided that the information coded in the code is of real importance, the code is valid, which has to be pretested by the advertising poster developer, and the content linked to it can be accessed from a mobile device.
ONE OF THE MAIN ADVANTAGES OF USING THIS TRENDY TECHNOLOGY IS THAT QR CODES CAN PROVIDE A QUICK AND EFFORTLESS ACCESS TO ADDITIONAL INFORMATION.
MOST COMMON MISTAKES
Advertising publishers make many mistakes when placing an QR code on their products. Some of them place the code on advertising products to be displayed in places where cellular communication signal is not available such as tube railway or underground passages. Many fail to take into consideration clientâ€™s safety, and place the code on the rearguard or rear truck wall. Some act in an irrational way by placing the code on banners high above the floor, and some in a completely
illogical way by placing the QR code on Internet pages instead of giving a direct link to the material. However, designers who place the QR code not as a supplement, but instead of main information on posters do the most gross a mistake, in my opinion. This use of codes is nothing else as a tribute to fashion, and it significantly complicates information perception and increases the time required to get access to such information.
MANY ADVERTISING PUBLISHERS FAIL TO TAKE INTO CONSIDERATION CLIENTâ€™S SAFETY. 25
The intensity of modern life requires an invention power and a quick understanding from advertisers in their search for methods of quickly and properly bringing information to the viewer and rooting it in his or her subconscious mind for a long time. Viewerâ€™s attention is attracted by an eyecatching design and an attractive visualisation of the entire material using a union of text and image when each element of information, each letter, digit or word is transformed in a design element.
The QR code must be an accurate and a hardly noticeable supplement providing access to extra information, and never may prevent the perception of main information or violate poster design or composition. A non-rational or awkward use of QR codes as e.g. placing the key information under the code, not on the print itself, or using the code in the print and ignoring its destructive effect on design and composition violates the visual dialog between viewer and image resulting in a loss of efficiency of this promo material.
Social action supporting harmed during the earthquake in Japan Code leads to: Japanese Red Cross Society website
QR code applied as a design element on the business card Code leads to: personal website
AGENT X social advertising poster Code leads to: AGENT X website
FORMAT The poster is made in a large format to attract more attention, so all design details are noticeable from a far distance, not only from a close one. The large QR code size on the poster, too, enables its scanning from a distance of several meters, which means that one does not need to come close to the poster, it suffices to merely direct the camera to it while passing by.
COLOR Bright and attention-getting colours have been chosen for the poster for the same purpose as its format, i.e. to highlight it against any background and to attract attention.
CONTENT BEHIND THE QR The scanned code will bring the viewer to the Web screen where the viewer can read the text presenting the project and all accompanying visual materials. This action matches the other argument of this project that QR code is intended to provide access to a greater volume of additional information that cannot be placed on the posterÂ itself.
CONTENTS Design simplicity and small amount of information on the poster are due to the fact that the poster itself is not intended to deliver any message to the viewer, but is intended to intrigue him and to eventually make him scan the code. The decision to place nothing except the QR code and a pointer matches the main argument of this project â€“ the QR code must be an imperceptible supplement to the information presented on the poster unless the QR code itself is the main information element as well as a poster design element.
PROJECT THREE SELF INITIATED “EXHAUSTION”
Some things make us laugh while others make us upset. Some things we can be tolerant to for ages and other make us angry in seconds. When we are happy it seems like we are able to do anything and when we are sad or tired we can’t handle even the simplest physical task. In this project I intended to explore different cognitive states. I was particularly focused on the familiar feelings of exhaustion and tiredness, I decided to examine and describe them visually through pictures of everyday objects. The project is entirely based on people’s life experience and hidden inner feelings. I gained my research from different sources, but mainly from personal talks with friends about their emotions and typical behavior in a stressful atmosphere like noisy and crowded places or after a short sleep when working extra-hours. The information I received from my research was carefully analyzed to find particular words highlighting people’s real physiological and physical conditions. 32
Although the project started with collecting language expressions representing a notion of ‘exhaustion’, it soon evolved to work with visuals, such as photographs and other images. I created a list of words to search for the right visual references and to build a full understanding of the subject. After completing the research process I had a range of mood boards for each type of human mental condition. Those mood boards helped me to come up with my own visual associations for the last stage of the project - preparing the final outcome.
ONE OF THE MAIN ADVANTAGES OF USING THIS TRENDY TECHNOLOGY IS THAT QR CODES CAN PROVIDE A QUICK AND EFFORTLESS ACCESS TO ADDITIONAL INFORMATION. 33
“Barbara Kruger. Words and Pictures” Book cover
Barbara Kruger’s posters
“I MEAN, MAKING ART IS ABOUT OBJECTIFYING YOUR EXPERIENCE OF THE WORLD, TRANSFORMING THE FLOW OF MOMENTS INTO SOMETHING VISUAL, OR TEXTUAL, OR MUSICAL, WHATEVER. ART CREATES A KIND OF COMMENTARY.” BARBARA KRUGER
The two posters were created using a four colour process of screen printing. The first depicts a smashed metal can representing the feeling of despondence. The second captures a half-squeezed toothpaste tube and it represents living under pressure and emotionalÂ emptiness. I always try to make every detail of the project outcome work with the main idea. In this case, the technique chosen to print images complements and even makes the concept stronger. It gives the final prints some roughness and a strong feeling of human touch. The screen printing process is also time consuming and involves a lot of physical activity. As a result it is quite tiring and exhausting, which is ironic as this was what I was trying to capture. Smashed can, final print Four color process of screen printing
PROJECT FOUR SELF INITIATED “DOLCE FAR NIENTE”
The name of the project refers to an old Italian expression “Dolce far niente” which literally means “sweet doing nothing” and can also be translated to modern English as “delicious idleness”. This project continues the concept which was previously developed in another self-initiated work called “Exhaustion”. Although both projects explore human emotions and cognitive states, in this case, I was focusing not on negative and self-destroying aspects, but on the idea of “sweet doing nothing” – enjoyable time spent which doesn’t make any obvious harm. Implementing the same research process I used in my “exhaustion” work I came up with a range of images which are supposed to lead people to new thoughts about their attitude to life, which is sometimes nothing but expecting “delicious idleness”.
“DOLCE FAR NIENTE” IS AN OLD ITALIAN EXPRESSION WHICH LITERALLY MEANS “SWEET DOING NOTHING” AND CAN ALSO BE TRANSLATED TO ENGLISH AS “DELICIOUS IDLENESS”.
DOL FAR NIE
DOLCE FAR NIENTE
“I ALWAYS GET MY IDEAS FROM PEOPLE. SOMETIMES I DON’T CHANGE THE IDEA. OR SOMETIMES I DON’T USE AN IDEA RIGHT AWAY, BUT I MAY REMEMBER IT.” ANDY WARHOL
The intentions behind this project were to express the concept through both design solution and its application. I found that “Dolce far niente” is a behaviour pattern that many young people have. My design solution was to communicate the project’s idea through series of bright pop-art patterns made of images representing a “dolce far niente” statement. I created colourful and fun images. At first glance, they appeared to do nothing but to please viewer’s eye. However, those designs highlight the original concept of blissful free time and reflect my own deep understanding of the topic.
My work was influenced by pop-artists, especially by Andy Warhol. According to Gary Indiana (2010, p.76) ‘Warhol was a protean maker of meaningful images remarkable for their apparent meaninglessness. Their neutrality made the viewer’s reaction the true subject of the work’. Warhol used to paint and print multiplied everyday objects in his prints in order to bring into focus the process of changing of habits in modern society. “Warhol’s art is larger than life. He paints from a place far back in his mind, away from everyday ways of looking, although his subject matter is always ordinary and available. He paints real, humble things, so that they seem dreamt, visionary.”(Ultra Vivid, “Andy Warhol, King of Pop Art)
“WARHOL’S ART IS LARGER THAN LIFE. HE PAINTS FROM A PLACE FAR BACK IN HIS MIND, AWAY FROM EVERYDAY WAYS OF LOOKING, ALTHOUGH HIS SUBJECT MATTER IS ALWAYS ORDINARY AND AVAILABLE. HE PAINTS REAL, HUMBLE THINGS, SO THAT THEY SEEM DREAMT, VISIONARY.”
Andy Warhol “coca cola” artwork Oil on canvas
To emphasise the idea of enjoyable but pointless activities and objects I decided to apply the patterns on a range of surfaces, such as wrapping paper, notebook covers, iPhone cases. I chose those objects because, in my opinion, they are good examples of quirky but not important goods, which are quite pleasant for an eye and popular. I believe this approach can help to deliver the concept to its potential audience which includes young people with an easy attitude to life who also overestimate the importance of fashionable goods. The final outcome consists of a number of posters presenting the visual concept and a range of A5 size postcards showcasing the possible pattern applications. My research resources for this project are also inspired by Andy Warhol, who once said: “I always get my ideas from people. Sometimes I don’t change the idea. Or sometimes I don’t use an idea right away, but I may remember it. 48
“WARHAL WAS A PROTEAN MAKER OF MEANINGFUL IMAGES REMARKABLE FOR THEIR APPARENT MEANINGLESSNESS. THEIR NEUTRALITY MADE THE VIEWER’S REACTION THE TRUE SUBJECT OF THE WORK. WHEN YOU LOOKED AT A WARHOL PAINTING, THE PAINTING BLANKLY STARED BACK.” ANDY WARHOL: AND THE CAN THAT SOLD THE WORLD
Pattern application example: Paper bag
Pattern application example: Sketchbook cover
BIBLIOGRAPHY: TIME IF OF THE ESSENCE
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BIBLIOGRAPHY: SELF INITATED. “DOLCE FAR NIENTE”
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