Get Visual research an introduction to research methodologies in graphic design 3rd Edition Russell Bestley free all chapters
Get Visual research an introduction to research methodologies in graphic design 3rd Edition Russell Bestley free all chapters
com
https://ebookmeta.com/product/visual-research-an-
introduction-to-research-methodologies-in-graphic-
design-3rd-edition-russell-bestley/
OR CLICK BUTTON
DOWNLOAD NOW
https://ebookmeta.com/product/visual-research-a-concise-introduction-
to-thinking-visually-2nd-edition-jerome-w-crowder/
ebookmeta.com
https://ebookmeta.com/product/an-introduction-to-software-design-
concepts-principles-methodologies-and-techniques-1st-edition-chenglie-
hu/
ebookmeta.com
https://ebookmeta.com/product/basics-graphic-design-02-design-
research-investigation-for-successful-creative-solutions-1st-edition-
neil-leonard/
ebookmeta.com
https://ebookmeta.com/product/blockchain-the-untold-story-from-birth-
of-internet-to-future-of-blockchain-2nd-edition-mahankali/
ebookmeta.com
Global Politics 3rd Edition Ben Whitham Andrew Heywood
https://ebookmeta.com/product/global-politics-3rd-edition-ben-whitham-
andrew-heywood/
ebookmeta.com
https://ebookmeta.com/product/praying-for-rain-bb-easton/
ebookmeta.com
https://ebookmeta.com/product/mine-by-christmas-forever-safe-the-
twelve-days-of-christmas-1st-edition-pixie-chica/
ebookmeta.com
https://ebookmeta.com/product/a-snowy-little-christmas-mc-daddies-1st-
edition-laylah-roberts/
ebookmeta.com
The Rational software Engineer: Strategies for a
Fulfilling Career in Tech 1st Edition Mykyta Chernenko
https://ebookmeta.com/product/the-rational-software-engineer-
strategies-for-a-fulfilling-career-in-tech-1st-edition-mykyta-
chernenko-2/
ebookmeta.com
9781474232906_txt_app.indd 1 11/24/15 8:39 AM
VISUAL
RESEARCH
Fairchild Books
Ian Noble and Russell Bestley have asserted their right under the Copyright,
Designs and Patents Act, 1988, to be identified as Authors of this work.
LON DON • OX F O R D • N E W YO R K • N E W D E L H I • SY DN EY
Table of Contents
Table of Contents
Foreword 007
Introduction 009
Design Activity 02: A Research Question 086 Art and Craft 167
Form Follows Technology 168
Chapter 04. Visual Research Analytical Tools 088 The Production Process 170
Looking Closer 090 Key Concept: Affordance 172
Visual Comparisons 090 Case Study 10: Public Relations 174
Decoding Design 091 Case Study 11: CNSRSHP 2.0 180
Qualitative and Quantitative Analysis 092 Design Activity 06: Text Messages 184
Make More Mistakes 094
Key Concept: Rhetoric 096 Chapter 08. Synthesis 186
Key Concept: Parody and Pastiche 098 The Process of Synthesis 188
Case Study 05: Emotionally Vague 100 Visualizing Research as Subject 188
Design Activity 03: Design Analysis 108 The Designer’s Voice 190
Creative Solutions 192
Chapter 5. Theory in Practice 110 Key Concept: Rubbish Theory 194
Engaging with Visual Research 112 Case Study 12: Hauntology and Urban 196
Familiarity Counts 113 Planning
Research and Development 114 Case Study 13: Language and Text 204
Design and Politics 114 Design Activity 07: Practical Methods 214
Key Concept: Modernism and Postmodernism 118
Key Concept: Structuralism and Semiotics 120 Appendices 216
Case Study 06: Biography—The Third Truth 122 Further Reading 218
Case Study 07: Between the Lines 128 Contributing Designers 219
Design Activity 04: The Practice of Theory 132 Index 220
Acknowledgments 224
Chapter 06. Audience and Message 134
Receiving End 136
Defining Audience 136
Are You Receiving Me? 137
Post/Modernity 140
Distant Relatives 140
Audience-Centered Graphic Design 142
Key Concept: Post-structuralism 144
Key Concept: Memes and Fitness Landscapes 146
Case Study 08: Mapping Meaning 148
Case Study 09: Tirez Magazine 156
Design Activity 05: Are You Receiving Me? 162
Foreword
We tend to think of graphic design in terms of finished Does methodology matter? Graphic design is a creative
goods: a neatly polished poster, logo, layout, or Web site. field, not a science. A designer’s process tends to be
Yet graphic design is also a process. A designed artifact more loopy than linear, tracking back and forth rather
emerges from a set of questions whose answers often than pushing stalwartly forward. Embracing a method,
bump around in the dark before a solution bubbles up trying it on for size, can help designers shake up their
to the surface. personal habits and dig up fresh results. Pursuing a more
structured path can take you to unexpected places. You
Think of this book as a series of answers to questions you will find in this book new vocabularies for asking what
may have about graphic design. The questions are posed signs, materials, and images can mean. Rhetoric and
through concrete examples of work, reproduced with semiotics offer ways to consider design’s linguistic and
enough depth and scale to let you come safely inside. social contexts. Mapping and data visualization provide
This is a big book, not because it has to look good on logical means for organizing information and displaying
your coffee table but because the ideas are big. The pages it in illuminating ways. The systematic analysis of a
have opened their arms wide to make a comfortable place written text can generate richly textured typographies.
for reading and thinking.
This book presents theory as a tool for both synthesis
What is research? Research is about looking for something and analysis. The ultimate goal of visual research is
in a focused and systematic way. Scientists and scholars to inform form, to infuse signs and surfaces with
study the published literature and proven results on a meaning. A designer is a creative intellectual who makes
topic that they seek to explore; they also set out to create systems and things, studying the world of objects,
new knowledge through active experimentation. The users, and information in order to create living acts of
subject of this book is visual research: the emphasis is communication. The tools and methods laid out in this
on making and doing, not reading and writing. Design book provide a helpful introduction to the methodologies
itself is a form of research, following both measured and of creative thinking.
intuitive sequences of investigation in order to arrive at
new forms and insights. Ellen Lupton
Graphic designer, writer, curator and educator
First published in 2005, Visual Research is an invaluable
tool for designers and educators. This new edition revisits
classic project prompts and provides updated case studies
and fresh commentary by design professionals. A new
chapter, “Visual Research Analytical Tools,” invites
designers to discover patterns in the world around them
through qualitative and quantitative analysis.
009
Introduction
The title of this book—Visual Research—describes the help shape and progress our collective knowledge and
fundamental process of systematic inquiry within graphic understanding.
design. Research in the context of graphic design practice These descriptions of design research should not be
can be seen as an underpinning and defining activity, seen as an indication of a distinction between pure and
based on the notions of problem solving and employing applied research, or as a suggestion that a hierarchy of
a combination of theoretical and visual tools and significance or importance can be placed on either way
methods as part of the iterative—step-by-step—nature of working. They are both a significant part of what we
of the design process. For many designers, research is might consider contemporary visual communication
a necessary activity in exploring how best to arrive at design and the wide-ranging approaches to the discipline
a meaningful and effective solution to the needs of a that currently exist. This book is an attempt to map the
client and the demands of a brief. The many factors at field of visual research within the practice of graphic
work can range from the prosaic and pragmatic to the design and to offer an introduction to the research
sophisticated and poetic. This comprehension, born methods and models that have formed the basis of our
of training, experience, practical skill, and personal teaching over the last fifteen years. Recognition of this
philosophy, defines the designer and his or her personal reflective aspect of design is long overdue, particularly
and idiosyncratic methods of working. when education and cultural institutions have a long
For other designers, visual research may be more history of critical engagement within parallel disciplines
related to design as a problem-finding activity: a practice in the creative industries. As Rick Poynor noted in 2011:
based not on the search for definitive answers to specific
questions but on a critical approach to interrogating For anyone located within design, visual studies’ failure
and understanding the world around us. In this to acknowledge and address the central role of graphic
instance, the research activity is focused on the quality design as a shaper of the visual environment, alongside
and manner of how the questions are asked. In this the forms of visual culture that it does acknowledge
context, research is not only a rational or deductive – art, film, television, photography, advertising, new
working process; it can also be considered an outcome media – must seem unaccountable. What could explain
in its own right, framing the inquiry and offering the this peculiar blindness among a group of academics
viewer or reader a further insight into the subject at hyper-attuned to most forms of visuality? 1
hand. The designer may begin with a loosely formed
question based on prior knowledge and experience of The Bigger Picture
a subject, and through his or her research, may arrive The various chapters in this book explore the many
at what might be called a better question, rather than aspects of visual research from the perspective of both
an answer. Documentation and critique of the journey practice and theory, and they are supported throughout
traveled can be of significance not only to the designer with practical examples of projects that illustrate the
but also to others with an interest in the field, and can ideas and processes discussed. The work featured in the
010 Introduction
Introduction
case studies in this new edition was created by some of whereby the designer balances lateral, original thinking
the students with whom we have worked over recent with pragmatic, logical, solution-driven methods. The
years. We also revisit some projects featured in previous act of designing, in terms of visual communication and
volumes of Visual Research, charting the ways in which graphic design, centers on the ways in which a designer
the methods employed at the time then matured and addresses practical and theoretical problems through a
developed within the subsequent professional lives of broad range of often two-dimensional (print-based), but
the designers involved. This book and the programs of increasingly also three-dimensional or time-based, media,
study that these students undertook are a product of one materials, and processes.
another. All designers were encouraged to explore their What has become evident over recent years is that
individual understanding of the role of research within while the social, cultural, and technological context
their working methods and the work that they produced. that graphic design exists within is subject to an ever-
In turn, their ideas fed our own understanding of how to accelerating rate of change and flux, the key attributes
develop a meaningful approach to the teaching of graphic needed in order to function as a designer have remained
design as a critical, research-based activity. broadly consistent. These skills are directly related to visual
This new edition of Visual Research features a new research: methods of working and patterns of inquiry
chapter on Tools for Visual Analysis, twelve case studies, based on what could be called sustainable thinking. This
and updated and revised chapters, exercises, and glossary. mode of engagement provides a significant focus on what
Our approach to the subject of visual research has grown the designer and educator Jan van Toorn has described as
and developed since the first edition, and this updated “the designer’s field of operation.” In practice, this is an
version of the book represents the further refinement of informed and critical approach to design practice based
a key set of methodologies that can be used by graphic on rigorous models of exploration and testing that inform
designers and visual communicators in the development both the formal and cultural aspects of the designer’s role.
of clear, purposeful, and strategic design solutions. Three useful models of graphic design research are
adapted in this book from Christopher Frayling’s research
Designing Design Research approaches and definitions, based on the methodologies,
The verb to design literally means to plan something for processes, initial aims, and final objectives of a design
a specific role, purpose, or effect. As a noun, design can investigation, published in his work Research in Art and
be defined as an act of creative reasoning—a process Design (1994). Frayling’s model is adapted somewhat here,
in order to present a clear distinction among different areas own understanding of the discipline. Key concepts
of graphic design research and practice. Models of design outline ideas and theories that can inform the design
research are based on the following themes: process, together with examples of the application of
those theories from the perspective of the graphic design
Research about Design. The study of design histories, practitioner: it is important to reflect on how ideas
styles, influences, models, and approaches. The main might be applied and may be of use to designers in their
objective is to understand a context or history from practice—in the actual making of graphic design. As
different perspectives, such as design criticism and design writer and practitioner Andrew Howard notes,
historical research. The goal is related to the deduction of
new knowledge and understanding of design as a subject. Visual communication is not simply dependent on
the power of thought. It is a process of making—of
Research into Design. The exploration of design transforming ideas into tangible expressions. Thinking
methods and practices, including visual testing and and making are not alternatives to each other. They
experimentation. This research is centered on both are forces of reciprocal power within the design process.
understanding the process of design and developing new One cannot take place without the other.2
design actions, artifacts, or methods.
Visual Research provides several graphic devices to
Research through Design. The use of graphic design as an aid reader navigation. Running headlines give a clear
instrument for investigating and articulating a particular indication of each section of the book: chapters, case
subject area that lies outside of the field of design—as studies, key concepts, and exercises. Color coding of
such, this model of design research would include pages for key concepts and exercises helps delineate those
mapping, information design, and editorial approaches to sections, while running glossaries and image captions are
visualizing and categorizing data. also differentiated typographically.
There is not sufficient space available to give credit to the
The Structure of the Book many people who have contributed to our understanding
Visual Research is divided into thematic chapters of the subject of this book, but it is important to thank the
exploring several different emphases in relation to designers who have given their time and energy in providing
research-based graphic design. The case studies reflect the work featured here. This book is the product of many
a range of practical responses to the themes explored, years of collaboration, reflection, and debate among graphic
from visual grammar and design literacy to the design educators, students, and professionals. We hope that
relationship between audience and message and the the debate will continue.
investigation of materials and processes. The book also _________________________________________________________
includes a series of design exercises, enabling readers 1. “Out of the Studio: Graphic Design History and Visual Studies,”
Design Observer, 2011.
to reflect on the content explored and to further their 2. “A Manifesto for Higher Learning,” Design Observer, 2013.
01
CHAPTER 01
WHY AND HOW?
THE ROLE OF
RESEARCH IN
GRAPHIC DESIGN:
SEMIOTICS,
ANALYSIS,
COMMUNICATION
THEORY,
SYSTEMATIC
APPROACHES,
SEMANTICS, AND
DISCOURSE THEORY
014 Chapter 01: Why and How?
Research Methodologies