The Graphic Imperativeprocess book

Stephanie Roche

Visc 402Patrick Dooley

Contentsdevelopment of project

Research MaterialsProject AssignmentSynopsis of Graphic ImperativePoster AnalysisOrganization researchPoster Text researchDay-by-Day class notes

Design DevelopmentImage-based PostersType-based Posters

Final ProjectConcept StatementFinal Posters

Project Reflection

pg. 3–24

pg. 25–37

pg. 38–41

pg. 42

Research Materials

Project Assignmentadvocacy posters

The Graphic Imperative

“The poster is the prime field for experimenting with visual language. It is the scene of changing ideas and aesthetics, of cultural, social and political events.”

(Pierre Bernard, French designer | Grapus)

My first project of the semester was to create a pair of advocacy posters. Possible themes for the project included dissent, liberation, racism, sexism, human rights, civil rights, environmental and health concerns, AIDS, war, literacy, and tolerance. Among the research resources is an on-line exhibition The Graphic Imperative: International Posters for Peace, Social Justice, and the Environ-ment, 1965-2005 (www.thegraphicimperative.org). The Graphic Imperative is a select retro-spective of forty years of international sociopolitical posters. The 111 posters in this exhibition emphasize the issues of our turbulent times and endeavor to show the social, political, and aesthetic concerns of many cultures and divergent political realities.

Of the pair of advocacy posters that we designed one used type and image and the other used type as image. We chose:

1) the actual advocacy group that would sponsor the message 2) the specific issue/message of the poster 3) the targeted audience that the poster seeks to address and 4) propose the remedy or action for the specific issue/problem

Both Steven Heller and Carol Wells’ essays included in The Graphic Imperative exposi-tion discuss the relation of advocacy posters to the modern age of the Internet and multi-media. Each argues the poster holds more value because of its staying power and the history behind advocacy posters. The poster is the greatest platform for generating atten-tion and communicating a message.

Steven Heller’s EssayHeller’s argument in “Ode to Ink Saturate Paper” not only presents why the printed poster is more effective than a tiff or gif, but also discusses what makes an advocacy poster successful. Heller defines a successful poster as one that informs, illuminates, stimu-lates, inspires, agitates or attacks. A poster must trigger action in the audience, now or later. He suggests the ultimate necessity of the poster is to transmit a message beyond the present and remain relevant in the future. Therefore, despite the influence of multi-media, the poster remains a stronger advo-cate. It is less likely to disappear overnight

and have a greater potential staying power. In order for the poster to be effective, Heller argues there must be a balance of aesthetics and expression. The message must be clear rather than trivialized by cliché. He even goes as far as to say sometimes a poster is more successful when “un-designed” or less focused on how pretty the poster is and more focused on the emotion behind the message. Although a poster may not be able to stop horrors that plague humanity, they can provide caution or advice.

Carol Wells’ EssayWells and Heller agree that advocacy post-ers, or political graphics serve to educate, agitate and inspire an audience in terms of social reform. Wells suggests the poster is a universal format used to communicate messages to a movement or specific issue in her essay “Why the Poster in the Internet Age.” While Heller argues the political poster is just as prevalent today as in past decades, Wells suggests they have become less visible as they’ve become more specific

EssayThe Graphic Imperative: Analyzed

to particular communities or audiences. The In-ternet is also becoming a greater force for com-municating one’s message as information can be shared almost instantaneously. However, Wells assures political posters are still needed as the computer cannot be carried in a protest or placed in a window. Wells proposes the possibility of the Internet and political posters working together. The graphics should work on multiple platforms in order to spread the most awareness. The poster is a more international platform used more often outside of the United States. The political poster will remain relevant into the future if they find a way to work with multi-media sources and also because of their tangibility. People will always desire something they can feel a part of, which is easier to do when the message is tangible.

Analyzation of essaysAs both Heller and Wells concede, the world is moving in a multi-media direction. I agree that political posters are perhaps becoming less frequent, but I still believe they have their place. I believe the future will pair both print and digital working together to communicate the loudest message. I am also very much a fan of the tangible. I feel a greater connection with a cause or message when I can hang it on my wall or see it in a physical setting (rather than a virtual one). Advocacy posters hold the ability to affect masses of people on a large scale. Although they may not stop the atrocities themselves, as Heller mentions, they play a major role in informing the public and calling the public to action.

Poster Analysiswhy these posters are successful

De Designpolitie “It’s the Oil”Peace

This poster from the Netherlands relies solely on image and recognition of something from pop culture, twisted in a new manner. The designer uses the analogy of Pac Man to show the United States as eating up oil and leaving a trail of death. The simplicity of this design is it’s most successful aspect. The poster uses only three symbols and yet the message shared is much greater. If one is not familiar with the game of Pac Man the poster may lose some of its ef-fectiveness, however it is still clear as one force (the United States) moves through the oil drops, death is left behind.

Klaus Staeck“Neues Leben Blünt ans den Ruinen (And New Life Blossoms From the Ruins)”Environment

The contrast in the images of this advocacy poster communicate a tension and allow the audience to interpret meaning. Therefore, if there were no translation of the headline one could still take something away from this poster. By making the tree in color while the rest of the im-age remains black and white, nature is surround by what could be interpreted as urbanization, polution, or “ruin.” This could be a warning that urbanization is starting to overtake nature, or it could be seen as a call to focus on getting the environment restored. The poster could be more successful if the title were more integrated with the image. The imagery is so strong, the type seems to fall short or almost seems unnecessary.

Haley Johnson“Read”Environment/Literacy

The subtle message of this poster makes it successful. The combined imagery of a television set as a book connects the two forms of communication. The interaction of the type “Read” placed in the middle of the TV screen suggests, as the title reiterates, literacy should come first. As televisions and electronics become more prevalent in everyday life, the designer is remind-ing the audience the importance of literacy. There are additions the designer could have made (color, more detail in the book, more type); however, the simplicity of the image is what makes the poster successful and delivers a clear message.

Woody Pirtle“Stop the Plant”Environment

This poster’s graphic images communicate a clean, concise message. By including the group’s logo or main message, the intent of the poster is made clear. The contrast of the blue sky being overtaken by the grey smog coming from the plant tower suggests a negative effective from the plant. If it wasn’t clear enough, the simple shapes making a skull in the smog clearly suggest danger or death. In this case, I believe the title or logo is necessary to completely con-nect the intent of the poster with the message it is attempting to communicate. I think it would have been nice to see more interaction between the text and image. The iconography is pos-sibly a bit too simplistic as well.

Ester Hernandez“Sun Mad II”Environment

This poster successfully interprets a well-known product design in order to raise awareness about the practices of the same business. By taking the familiar, the designer instantly draws in an audience and connects the message with the product. It is a very clever design, executed in a visually striking manner. I enjoy the skeleton figure the designer uses to immediately suggest to viewers, something is not right with this picture or situation. I would just be curious of the how the copyright laws apply in this situation? Because there are so many differences between the product and this advocacy poster, could it be considered appropriation?

Kyosti Varis“Your Lifemeter”Environment/Health

This image is visually striking and easily understood. By using a burning cigarette, the viewer immediately understands the message concerns smoking. The title on the poster is also very im-portant in this case. The designer makes the message personal by claiming it is “Your” lifemeter. Also, by including the term “lifemeter” the cigarette automatically communicates the lifespan of smoking citizens deteriorating. This poster advocates the primary negative effect of smoking without any mention of the word or icon of death. My only issue with the poster is the place-ment of the title. By placing it so close to the top edge, the designer is creating tension and it seems awkward.

Advocacy OrganizationBridging the Gap

Overview of the Organization:Bridging the Gap (BTG) is a Kansas City based organization, formed in 1992, work-ing towards educating the community, as well as providing ways to get involved, in environmental concerns and efforts. They run a variety of programs centered on connecting the environment, economy and community. This organization looks to involve its citizens in efforts of making Kansas City a cleaner place to live. BTG started in the early 1990s as an effort to establish curb-side recycling services as well as some 20 recycling centers. Their mission statement asserts:

Bridging The Gap works to make the Kansas City region sustainable by con-necting environment, economy and com-munity. We educate citizens, businesses and governments about the impact their decisions have on our environment, and help them follow through with direct ac-tion to make our world, region and com-munity green, healthy and sustainable.

Areas of Advocacy:BTG pursues a number of advocacy is-sues from the basics of recycling and tree planting, to conservation of ecosystems and installing sustainable gardens.

Issue 1: WaterWorksProblem: Citizens of Kansas City waste water in their everyday lives without real-izing how or where. In order to meet the needs of existing and future populations, as well as ensure habitats and ecosys-tems are protected, the nation’s water must be conserved (EPA).Solution: Education efforts, as well as access to resources, stand to help save 64 million gallons of water a year (and as much as $200 on an average house-hold’s annual water bill).Action: Pick up free in-home water-efficiency kits, Rebates for the installation of high-efficiency toilets, Rain Barrel or Rain Garden installation.

Issue 2: Heartland Tree AllianceProblem: Trees are critically important in

all settings, including urban areas where trees are neglected and need extra care. There are social, communal, environmental and eco-nomic benefits to maintaining urban tree care (UTC).Solution: Teach people the critically important benefits created by urban trees, why these trees need extra care, and proper ways to care for them.Action: Volunteer time to planting or maintain-ing trees or direct them to the BTG website in order to learn more about tree resources.

Issue 3: Kansas City WildLandsProblem: Due to urbanization and a lack of knowledge, Kansas City’s original landscape is being destroyed.Solution: Through a coalition of resource professionals, private conservation organiza-tions and community volunteers restore and manage the remnants of Kansas City’s original landscape.Action: Get Involved with a specific event – the Annual Cedar Christmas Tree Event (Satur-day, December 8).

Issue 4: Keep Kansas City BeautifulProblem: Areas of the Kansas City metro are extremely littered which can lead to a number of environmental issues. Litter can get into the city’s water through storm drains or rivers, which eventually reach bigger bodies of water. Once water becomes polluted it can no longer be used for drinking or recreation (Flagstaff).Solution: Reduce waste; reuse products and

materials; recycle as much as possible (rather than creating waste)Action: There are many actions that could be advocated in a poster: donations, volunteering with the Recycling Center, start composting, participate in the EarthWalk.

Issue 5: Recycling CentersProblem: Even when people take the time to recycle their waste, they do not understand how to separate different materials and recycle them properly.Solution: Clearly show proper methods of recycling, where it can be done and where questions can be answered. Educate the gen-eral public about how they can further assist in recycling of varied materials.Action: Educate yourself on the practices of recycling. Go one step further. Also, volunteer one’s time at the local recycling center in order to help educate others on recycling prac-tices and to help sort through recycling once brought into the centers.

Issue 6: By-Product SynergyProblem: As industrial companies produce their products, they also produce unwanted by-prod-ucts that can negatively effect the environment if not recycled or disposed of properly.Solution: Match unwanted by-products as resources for new products and processes.Action: Bring neighboring industrial companies together to discover ways of integrating their operations in order to cutback on pollution, material costs and improve internal processes.

Advocacy OrganizationAbout my audience

Target Demographic:Environmental concerns have become increasingly more public and more people are getting involved in efforts to conserve our environment. I see the 20- and 30-something generation, perhaps just starting a family, as a key group to focus in on as they can pass the information and knowledge onto their children (the ideal place to start learning about environmental responsibility). My audience is educated (college degree) and a medium-income household. They are familiar with environmental efforts, but have never personally invested time, money, or effort into contributing to these efforts. They are, however, interested in learning more about how they affect their surroundings and wish to instill a better understanding and knowledge of envi-ronmental concerns on their children.

Portrait:Kristina Howl, a 33 year old stay at home mom, lives in Overland Park, KS

(a suburb of Kansas City). She graduated from an out-of-state college with a major in business communication. Before be-coming a mother, she worked at Sprint. Her and her husband’s combined income places them in upper-middle class. She shops for groceries at Whole Foods and Trader Joes. Kristina enjoys the latest in pop-culture — the latest blockbuster movie, best selling novels, hottest new artist. She likes what is happening now and wants to be a part of it.

Visual Audit:Bridging the Gap has a fairly defined visual story. They incorporate a pastel color palette of particularly blue, green and yellow. Their type is whimsical and mixes elements of handwritten and sans-serif faces. BTG also utilizes symbols and images that appear to be stock-photog-raphy (not specific to BTG). I intend to follow the general guidelines laid out by BTG existent design. They have room to grow in terms of ads and advocacy.

Poster TextResearch about poster material

Concept Statement:This poster focuses on the problem of everyday waste of water within the homes of Kansas City residents. Approximately 70 percent of water is used indoors and can be cut back by 20 to 30 percent with just a few simple fixes. Bridging the Gap (BTG) created WaterWorks, a program aimed at water conservation and reducing energy use. By appealing to a target audience of 20- and 30-something young families, BTG hopes to help reduce water use by provid-ing access to free, in-home water-efficiency kits.

To Suggest (Key Words):Conservation — the preservation, manage-ment, and care of natural and cultural resourcesEfficient — capable of achieving the desired result with the minimum use of resources, time, and effortResource — adeptness at finding solutions to problemsPreserve — to keep up or maintain some-thingEnergy — a supply or source of power

Water, Reduce, Green, Save (money or water), Family, Effort, Simple, Faucets, Maintenance, Protection, Drop, Life. Natu-ral, H2O, Future, Splash, Bathroom, Indoor, Leaks, Waste, Gallons, Quality, Household, Community, Local

Actual Poster Texts:1 Headline: Put a stop to the Drop

Problem Statement: Leaky faucets and toilets are among the leading causes of water waste.Solution: Using water efficiently will help ensure reliable water supplies for today and future generations.Action: Replace or fix older appliances.

2 Headline: Save water, it will save youProblem Statement: As water levels get lower, they contribute to higher concentra-tions of natural and human pollutants.Solution: Use water responsibly.Action: Educate yourself on where you can cut back by visiting BridgingTheGap.org/WaterWorks

3 Headline: Don’t Waste It, Just Taste It

Problem Statement: Running the tap until water gets cold wastes time and water.Solution: Keep a pitcher of water in the refrigera-tor.Action: Be Proactive. Make Positive Changes.

4 Headline: Save water. It doesn’t grow on treesProblem Statement: The Earth might seem like it has abundant water, but in fact less than 1 per-cent is available for human use. While population and demand of freshwater resources increases, supplies remain constant.Solution: We must cut back our daily use of water.Action: Make changes in your daily routine: shorter showers, turning off the tap while brushing your teeth, and more changes that can be found at BridgingTheGap.org/WaterWorks.

5 Headline: Think outside the SinkProblem Statement: It takes a considerable amount of energy to deliver and treat the water you use every day. For example, letting your faucet run for five minutes uses about as much energy as letting a 60-watt light bulb run for 14 hours.Solution: By using “water sense” we can all save water, energy, and money.Action: Collect a free in-home water-efficiency kit from BTG.

6 Headline: Saving water one drop at a timeProblem Statement: A bathroom faucet generally runs at 2 gallons of water per minute and a per-son wastes more than 200 gallons per month by leaving the tap running.Solution: Turn off the tap.

Action: Visit BridgingTheGap.org/WaterWorks for more ideas.

7 Headline: Stop making a splash. Conserve.Problem Statement: Older appliances such as washing machines, dishwashers, toilets and fau-cets are leading contributors to water waste.Solution: Replace or repair appliances.Action: Collect a free in-home water-efficiency kit from BTG.

8 Headline: Think Blue and Go GreenProblem Statement: More water going down the drain means less water available in the lakes, rivers and streams that we use for recreation and wildlife uses to survive.Solution: Use water more efficiently.Action: Collect a free in-home water-efficiency kit from BTG.

9 Headline: Save Water, Save CashProblem Statement: The average household spends over $700 per year on its water and sewer bill.Solution: Use water more efficiently to save about $200 per year.Action: Collect a free in-home water-efficiency kit from BTG.

10 Headline: Don’t Flush Away the FutureProblem Statement: The bathroom is the largest consumer of indoor water. A leaky toilet can waste about 200 gallons of water every day.Solution: High-efficiency toilets require 75 to 80 percent less water than older toilets.Action: Install a high-efficiency toilet

TEXTURES

MOOD BOARD ILLUSTRATIONS / IMAGES

Class NotesDay-by-Day synopsis

Class One: Project AssignmentStart thinking about what issue or organi-zation you’d like to work with, what direc-tion do you want to head in

Class Two: Graphic Imperative ResearchEssay responding to the essays included in the Graphic Imperative show, also analyze a few of the posters included in the show, why are they successful and where could they improve

Class Three: Bridging the Gap researchMany different programs within the BTG organization, now it is time to choose one to base my advocacy posters around, what message are they trying to send

Class Four: Poster TextFocus on small issues to connect to larger issue, narrow down action: water ef-ficiency kit, visiting BTG.org, replacing old

appliances? What works best with the rest of your message?

Class Five: Typographic Studies, Image Round One

Type Studies: Really focus the message, make sure all the parts go together and make sense together, good headlinesImage: Lots of directions/possibilities, fa-vorites to keep pursing - water jugs, water droplet, shower element

Class Six: Image Round TwoImage: Posters feel a little flat, think blue - watercolor should fade to green at some point, bigger text, more contrast in text size, essential message=conservation, earth more graphically represented, shower: world saving aspect, gives more context, possibly mix multiple elements in these posters together (watercolor, shower, water droplet, earth)

Class Seven: Image Round Three, Type Round One

Type: Move in the direction of the “con-serve” poster, possibly play with the water jug poster and using type to make an im-age, Keep working, need to see moreImage: Repaint watercolor so edges aren’t so dry brush, more fluid, work on world im-age, either take it super exact or more ab-stract, add texture or depth to background of drop image

Class Eight: Image Round Four, Type Round Two

Type: Needs more, too empty right now, Change pale green color, does not con-nect to message, possibly play with a funnel shape, find a way to add “drain” or sense of water disappearing into the type, funnel of water, gradientImage: The water drop poster is more successful, the white space feels nice and your eye is drawn around the page more

efficiently, make earth less specific to a certain view of the world, less realistic

Class Nine: Final CritiqueType: Try fading out water in background, needs some more visual interest/interac-tion, more connection between the logo and the action statement, possibly add in a hand drawn element in the secondary type, pull out key words/phrases within secondary typeImage: Make sure colors print out correctly on matte printer, make water droplet a little larger, move in a bit more, possibly try adding in more water droplets?, make sure message connects with secondary type

Design Development

Type StudiesRound One

Image PostersRound One

Image PostersMore Exploration

Type-based PostersExploration

Final Project

Concept Statement

This poster focuses on the problem of everyday waste of water within the homes of Kansas City residents. Approximately 70 percent of water is used indoors and can be cut back by 20 to 30 percent with just a few simple fixes. Bridging the Gap (BTG) created WaterWorks, a program aimed at water conservation and reducing energy use. By appealing to a target audience of 20- and 30-something young families, BTG hopes to help reduce water use by providing access to free, in-home water-efficiency kits.

Advocacy Group: Bridging the Gap

Particular Issue: Water ConservationCitizens of Kansas City waste water in their everyday lives without realizing how or where. Approximately 70 percent of water is used indoors and can be cut back by 20 to 30 percent with just a few simple fixes. In order to meet the needs of existing and future popula-tions, as well as ensure habitats and ecosystems are protected, the nation’s water must be conserved (EPA).

Target Audience: Parents (20-30 somethings)My audience is educated (college degree) and a medium-income household. They are famil-iar with environmental efforts, but have never personally invested time, money, or effort into contributing to these efforts.

Solution: Conserve WaterAction: Visit BridgingTheGap.org for more information on conserving water.

Image-Based

Type-Based

Reflectionabout the project

When creating my advocacy posters, I focused on what my issue had to say. I wanted to present a clean, organized mes-sage about water conservation. Some of the imidiate imagery that resignated with me was the water drop, a faucet, a gallon jug, and water color in general. My concept is reflected in the simple message of the text and the clean, organized design elements. I choose my advocacy issue based on the organization it was through. I’ve volunteered with Bridging the Gap, a local KC organiza-tion, for a few years now and they have such a positive message. They deal with many specific issues so I chose one I did not have as much experience with. This was helpful because my posters did not become weighed down with too much information. I found it relativly easy to stay on message because my focus was so narrow. It comes down to conserving water on a daily basis. Bridging the Gap is a great resource on finding information on how to do just that. As we went through the process of creat-ing the posters and transitioning from image

based to type-based, I struggled a little. I wanted to make sure my type poster still had a clear message. I feel I was successful is communicating a message about how water levels sink as leaks and small issues are not taken care of. It is difficult to communicate a message with only type, but when it is suc-cessful I think the poster speaks volumes.

Sources:

Bridging the Gap: www.bridgingthegap.org

EPA Water Management Plan (Kansas City): http://www.epa.gov/oaintrnt/documents/kcstc_wmp_508.pdf

Urban Tree Care: www.urbantreecare.com

Flagstaff, AZ Litter Information: http://www.flagstaff.az.gov/DocumentCenter/Home/View/6817