17–19 December 2010
National Institute of Design, Ahmedabad, India The last weekend was an interesting and informative one with the 14th conference of Vision Plus being held for the first time in a developing country, and whats more, right on home ground! Yes, it was organised by IIDj (Institute for Information Design Japan) and the NID (National Institute of Design) played host making it a great experience for all. There were numerous speakers from all over the globe and India, and the topics were diverse, ranging from mobile technology, to signage, to interfaces, to medicine packaging, to rural communication. There were eye-opening discussions, and I came away re-thinking the entire role of graphic design, and the growing importance of information design. Too many things around us, in fact the very important things around us are badly or inappropriately designed. It is an irony that we live in world where the Nike logo and packaging will be perfectly designed, but your bank form will be a test of patience and eyesight. Millions are spent on communication that will sell, but too little is invested in communication that will aid. Overall, some of the things I came away with are: 1) Text is as important as design (yay!). This was something I personally had felt since a long time, since I joined NID. The words that are forming part of your communication, be it online, in a leaflet, or on a strip of Crocin are important. Because people WILL read. They won't get the information they need just from admiring your pretty fonts. Re-writing the text, and re-structuring the text is as important, and in fact the first stage in providing a solution. Good design is not enough when the text itself is confusing or unclear. Of course good design really, really helps in communication, once the text is coherent. This was reaffirmed time and again in Vision Plus, especially by certain presenters such as Karel van der Waarde and Alex Tyers. Karel can der Waarde showed us how medicine packaging is mostly unreadable, and inaccessible even in Europe (surprise surprise!). Often pamphlets or some kind of literature is handed out with medicines in Europe, and these are hard to read. Even the text itself is confusing. Medicines have numerous complexities and layers such as one can't consume a certain drug if one has one of the ten conditions mentioned. This is often where text appears to repeat itself or get redundant. 2) Intuition is not enough. Too often designers tend to think that they know best, but as designers we have to go out there and understand users time and again. When we think something will work, we are just taking a personal stand point, and are missing out on hundreds of voices and opinions which may provide some enlightening insights. Design is not about personal choice and preference. 3) Research—design balance. A great question put forward by Karel van der Waarde (I think) in the end was how much should we as designers research, where do we draw the line, how do we walk that fine line of research and design? As Professor Ranjan (of NID) summed up, there is evidence-based design and design-based evidence, and they both are on two sides of a river, which needs to be bridged. 4) Design is focussed on what looks good rather that what works. Many people expressed this point, among them Jay Rutherford and Alex Tyers. Jay Rutherford rightly said that a standardly educated graphic designer tends to worry about how it will look rather than how it will work. This is the crux of the problem and the reason we encounter so much lousy design around us today. Most people (including many designers in India) think that if it looks beautiful its enough, even if the user can't read the 9pt type. This fascination with tiny typography actually rules out a huge reader base of forty-plus people, and those with weak eyesight. This can be accepted in a fashion magazine but not on heart medication, or insurance policies. 5) Design as a term is changing meaning daily. Today design may be enabling users to create their own solutions through workshops or other means. It could be helping people create their own tools to improve their life. Design is no longer 'giving' a 'solution'. Problems are being solved in new ways everyday. 6) You can't parachute into another culture to 'give' design solutions and parachute out. Jay Rutherford pointed out that too often Western designers think they can land in developing countries, tell people what to do, and leave. This, according to him, is a bad way of doing things. And I agree. Its not that Western designers cannot help developing countries, but they need to first spend months if not years in understanding the context, as it is so different and varied. An audience member rightly summed it up as 'we have to understand that we don't understand everything about other cultures'. Mr. Rutherford explained how information design in India is such a complex thing. Take the domain of road signage. Presently they are haphazard, and inconsistent. There is no system in short. We actually need city signage in three languages — Hindi, English and the local language. Now again, which order should they be in, and how large each should be is a matter of debate. Mr. Rutherford had a very keen observation about our Indian airports which set me thinking. He noticed, while in Bangalore airport, that the English signage was much larger than the Hindi and Kannada signage which immediately followed it. He was wondering why this was, and indeed it is strange that our own local languages have secondary importance. Probably we are one of the very few countries in the world to do that. Is it the colonial hangover? Is it because most people who can afford air travel are also predominantly English readers? 7) Culture and context are everything. Lakshmi Murthy and Tarun Deep Girdher showed us how important understanding a local culture is. And how rural India is a different world, of which we urban designers know naught. In rural India, the simplest of devices can work most effectively. I especially loved Lakshmi Murthy's solution for the pregnant women in rural Rajasthan. These women do not eat a proper diet during pregnancy because of many myths and habits. Women often eat last, and they eat left-overs. They sometimes believe things such as the baby needs space to grow, so don't fill that space with food, and so on. After educating the women on the importance of food, she has a simple tool to remind them to eat a well-rounded meal. She shows them an Indian flag, the tricolour. One can lift each colour strip to see the pictures of food below. For example, under the orange band there are all orange foods, under the white all white foods, and under green the green foods. This reminds women if 'have they eaten all the colours today?' This was information design at its best. A simple solution, easy to create, replicate, relate to and understand. 8) Can there be universal icons? Most probably not, precisely because of the above point. We may take some symbols for granted, such as the tick and the cross, which most of the educated world recognizes as right and wrong, or do and don't. Tarun and Lakshmi showed us how, in rural India however, the cross is seen as two bamboo sticks, or a kind of stand used in rural India. The object represented below the 'cross' maybe perceived by a rural audience as being placed on the stand. What's more, the tick mark maybe seen as a hatha-walla lota, a utensil used to serve water in India. So icons are not as powerful as designers like to think. In fact, they can add to confusion. In a very different context, Alex Tyers reaffirmed this same point. Even in Australia, a more homogeneous society, icons can be perceived differently by different people, and so he has not used them in some of his work where communication is effectively achieved through good typography. Users spend more time trying to figure out your icon, or worse, they interpret it wrongly. 9) Typo, typo, typo. Strangely, a lot of designers are averse to typography, and I have heard a lot of industrial designers comment on how it is over-hyped. Actually, one doesn't notice typography unless it's really bad, and then it's mostly too late. Good typography aids design much more than even I imagined. And this point was reflected in many people's presentations. Alex Tyers showed us a lot of work, which used typography effectively for really good communication. He started the presentation with 'You can put lipstick on a pig, but it is still a pig.' Barack Obama said this regarding something else, but it applies to design as well. Some important points that Tyers brought up were (and I am quoting his presentation here) a) To use a design effectively, a person must be able to see how to use the information it contains. In other words, the design should aid the user in finding what she/he wants. b)Think of design as a series of tasks a person must be able to perform rather than layout, typography and aesthetics. This is specially true for graphic designers, as too often we focus strongly on the latter and forget about what the user will need. I experienced exactly this while doing the Parsee book as well. It helps when you think 'What will the user want to do/read first?' c) The tasks relate to navigation, attention, and reading comprehension. d) People can visualise how to use information when — It is all located in one place — It is structured around tasks — It is in the order that people would use it e) This approach must be backed by — Writing information to support tasks — Typsetting that provides distinct voices for different people. This is really useful way to think about type. Often I struggled with the 'what font should I use for this?' syndrome. To imagine your text as having a voice is a great tool. What is it doing, giving an order, asking a question, pointing you some place, or providing an answer? — Editing out any distraction on areas that have a visualizing function (back to the universal icons point) 10) Is the design liberating? And finally, it was Shilpa Das who asked if the design is liberating for disabled people. This is a very valid point, and it can apply to design in general too. Sometimes design hampers us, and what was meant to aid, becomes a hindrance and a source of frustration. She said we have to 'listen to disabled people's voices'. We have to listen to everyone's voices, especially those of the disabled, women, children and the elderly. All in all, I learnt a lot from the various presenters, and have only noted things most pertinent to the field I work in. Unfortunately I missed part of day one, and was not able to attend each presentation. Have some videos which I will be posting soon. Information design is crucial, and has new challenges in a culture as diverse as India. Many thanks and congratulations to Rupesh Vyas, Andreas Schneider and the entire Vision Plus team.
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There is an age-old debate, especially in design schools about art vs design. There is a strong need to differentiate design from the arts, especially the visual arts. Many a time, designers have reacted strongly when they are referred to as artists, with a vehement 'No we are NOT artists' kind of reaction. There is a need for design to be recognized in India as a stand-alone profession, without any of the old bedfellows.
'Art and design' is a term in itself, coined over time. Many colleges and courses refer to themselves as 'Art and Design' schools. My under-graduate programme in Sophia Polytechnic, Mumbai was an Art and Design programme. Applied Art is another term commonly used to describe Graphic Design in particular. It stems from the older days of the profession. It was art, that was applied for commercial purpose. Prior to Independence India did not have any 'design schools' per se. The closest thing to design were the art schools, with their Fine Art and Commercial/Applied Art and perhaps Architecture Departments. So art and design seemed like natural partners. Post-Independence India saw the rise of D-schools. In the West too, Bauhaus and Ulm were the real forerunners and pioneers of pure design, unallied with any other profession. Still, it's a bit perplexing when designers recoil from art. Design and art can feed each other in a healthy manner, instead of being kept strictly apart. Reminds one of the old days of Convent education when boys and girls were not to interact with one another under any circumstance. In the same way, its unnatural to keep art and design at arm's length from one another. It is like trying to separate maths and science. Each can be studied in isolation, but they share certain core principles and at the basic level it helps to study both. Visual communication would gain immensely from a little more hobnobbing with art. An exercise in the various print-making techniques would help students in understanding of colour, form, and composition among other things. Great artists, though not designers, have design sense. And great design is as beautiful as any piece of art. As the title suggests, I have been toying with various subject matters to write about. Should I write about design, write about writing, write about India, people, places, food, the importance of breakfast, the rise of consumerism, the rise of food prices, the state of education, the lack of good education, the pitfalls of design education, the vanishing forest cover, the vanishing Parsis, the almost vanished tigers, ugly urban architecture, beautiful traditional architecture, unbelievable politicians, soaring corruption, starving farmers, farmers with BMWs, mobile phone plans, fair and lovely/handsome advertisements, creeps on motorbikes, families on scooters, chauffeurs in Audis, bhelwallas, the helpful staff at the Bank of India, the not-so-helpful staff at the Pune bus stand, chaotic traffic, load-shedding, weight-gaining, Indesign crashing, the superior nature of Apple, or the charm of the printed word?
Speaking of words, people say we don't think in words, we think in pictures, but I think that we think in words too. If a picture is worth a thousand words, then a word is also worth a thousand pictures. Words and pictures, or language and visuals are two sides of the same coin, the coin of communication or expression. As human beings we can't live without these two essential tools of our own creation. The earliest humans expressed themselves through images, as seen in cave paintings. Even today some of the richest expressions, such as those of tribal artists, are in the form of images. Language came much later. But then language turned out to be such a powerful, fascinating tool, and gripped humankind with such intensity for generations, that now we can't live without it. It is as essential to us as breathing. More than the Printing Revolution, or the Internet Revolution, it must have been the Language Revolution, or rather Evolution, that has actually had the maximum impact on us till today. I was flitting through a book Empires of the Word — A Language History of the World by Nicholas Ostler, and it's fascinating to see how one can actually study the history of the world through its languages. Language is deeply intertwined with perception, colonization, economic strength, religion, and much more. Indeed language is much more than just words. It's how we think, how we feel, it's the lens to our entire reality. Any language has phrases, metaphors, and even certain words unique only to that language, and carries in it centuries or millennia of meaning, culture and tradition. Language has DNA as well, in its words, sounds, subtle meanings and double meanings. Concepts of gender, direction, transaction, self-consciousness and ego-centricity stem from language and are affected by it. Does your language shape how you think? I think yes. Though the language of designers is visuals (supposedly), there are some designers on whom the wordy language still has a strong grip. A very interesting project is Mandagrams by Johnson Banks, an amazing graphic amalgamation of two languages. It almost seems like a return to hieroglyphics. With the rise of mobile technology and twitter-talk, maybe the future of language will be some kind of 'designed' system of modern, hyper-efficient and ultra minimalist hieroglyphics. |
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