Futurism

In the ever-changing world of art; through the rejection and destruction of older forms of culture come new concepts, perspectives, ideals, and ideas that become formed. The Futuristic art movement is one of these formations. Futurism was a 20th-century movement that excluded the traditional styles and the desire for modernity. This movement was a celebration of technology, power, and modern life and was an attempt to demonstrate the beauty of the machine, speed, violence, and change.

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Futurism and Fascism

Futurism was closely related to the larger social and political crisis in Italy, both before and during the war. It played a significant role in the dissemination and support of the central values and ideology from which proto-fascist sentiments were constructed. Mussolini adopted many ideas and influences of Marinetti’s innovations in his performances and public speeches. Nationalism, militarism, irrational violence, and a general aestheticization of violence appeared in both the Futurists and Fascists propaganda. The narrative form of a Manifesto has been used before by the artists, but the members of Futurism used it as a political weapon. The founder of Futurism Marinetti was a political figure himself and before the end of the war Marinetti founded the Futurist Political Party. This placed the entire Futurism movement at the forefront of the support for Mussolini and the idea of a unified Italy.

Important Art and Artist of Futurism

The City Rises (1910)

Artist: Umberto Boccioni

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This painting depicts the construction of Milan’s new electrical power plant. In the center of the frame, a large red horse surges forward, as three men, their muscles straining, try to guide and control it. In the background other horses and workers can be seen. The blurred central figures of the men and horse, depicted in vibrant primary colors, become the focal point of the frenzied movement that surrounds them, suggesting change is born from chaos and that everyone, including the viewer, is caught up in the transformation.

Funeral of the Anarchist Galli (1910-11)

Artist: Carlo Carrà

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This painting commemorates the funeral of Galli, an anarchist killed during strike action. Hundreds, including women and children, attended his funeral procession, which was led by a cohort of anarchists. The painting captures the moment that police mounted on horseback attacked the procession.

Dancer at Pigalle (1912)

Artist: Gino Severini

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The dancer, depicted in the middle of the painting is composed of a dynamic intersection of lines and swirling fabric. Four beams of stage lighting focus inwards on her, highlighting her as the center of the image whilst, in contrast, her rapid, rotational movements radiate out in concentric circles to the edges of the pictorial plane. Each of these circular layers contains fragmentary images of musicians, instruments, viewers, and shapes evoking musical notes, capturing an essence of the space in which she performs.

Città Nuova (New City) (1914)

Artist: Antonio Sant’Elia

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This image is part of Sant’Elia’s design for a new city and this reflects the architect’s ideas of modernity.

He expressed these in The Manifesto of Futurist Architecture in 1914, writing that “We must invent and rebuild our Futurist city like an immense and tumultuous shipyard, active, mobile, and everywhere dynamic, and the Futurist house like a gigantic machine”.

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Digital Advertising

If you see an advertisement on the internet, it is classified as a digital advertisement. Digital advertising can be seen anywhere online from banner ads to Search Engine Optimization (SEO), social networking, email marketing, online classified ads, site takeovers, and even SPAM. Online advertising is one of the fastest growing ways to reach an audience and the internet has made it possible for just about any company to run an ad campaign, target its customers, and determine where advertising efforts are most successful.

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What is Digital Advertising?

Digital advertising is a term for targeted, measurable, and interactive marketing of products or services using digital technologies to reach customers and consumer. The objective of digital advertising is to promote brands and increase sales through various digital marketing techniques. It allows advertisers to keep up with the fast paced world and communicate its brand messages effectively and efficiently to consumers on their most preferred devices.

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Types of Digital Advertisements

Search Engine Marketing

Search engine marketing is often referred to as PPC (pay-per-click), Adwords (Google’s search marketing platform) or simply SEM (Search engine marketing).

Native advertising

Native advertising is a form of online advertising that matches the form and function of the platform on which it appears.

Digital Display & Video Advertising

Digital display and video advertising are static, animated, and video ads on websites.

Social Media Advertising

There are 1.6 billion Facebook users and 300 million weekly Twitter users. Other social networks like Instagram, SnapChat, Pinterest and LinkedIn boast millions of users.

Mobile Advertising

Reach your customers on their mobile devices with advertisements placed in geographically targeted areas.

Retargeting

You can use any of these options to do re-marketing or re-targeting. This form of advertising is about reaching an audience who has already interacted with your website and brand before.

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Advantages and Disadvantages of Digital Advertising

Advantages of Digital Advertising

Direct advertising – Direct advertising helps a business create awareness about a product or brand. Recently every company can easily show their advertisements for products or services on different digital channels. Direct advertising is a good option for a marketing strategy and it can attract a large mass and help develop your business.

Easy Consumer Reach – The main advantage of digital marketing is that it can reach a wide range of audiences. Nowadays people spend a large portion of their time in searching the web and are on social media platforms. Using social media, a business can easily reach its targeted customers.

Available 24/7 – The internet never rests for any time so your advertisement will be present for 24 hours a day, 7 days a week, and 365 days in a year. Your advertisement will always be in front of your targeted customers.

Reduced cost – Digital advertising allows business to save money because digital advertising does not demand a great amount of financial commitment. It costs much lower than traditional marketing channels like television, newspapers, radio, banners, magazine etc.

Disadvantages of digital advertising.

Limitations of Internet Access – Digital advertising depends on the internet and even in this modern world there are still some areas where the internet is not available or the internet connection is very poor. In those areas digital advertising has no function and it is very difficult to target those customers who live in those places.

There are so many reasons for you to choose digital advertising. Digital advertising has opened up a new chapter in advertising. But before you decide to start digital advertising you should know the advantages and disadvantages.

High Competition of Brands – This is a big disadvantage of digital marketing. With the high competition of brands online a customer will search for specific goods or products and another brand may have the same marketing strategy and appear on the customer’s web page and it is possible that the other brand may offer a better and cheaper quality product.

Customers Ignore Ads – Consumers are so used to seeing advertising online. Many consumers will avoid clicking banner advertisements, bypass ads in online videos they watch, and close pop-up advertisements as soon as they come up on their screens. Customers are in control of which advertising messages they want to click and respond to.

Negative Feedback – In respect of social media, a single post, tweet, comment, or negative feedback about your services or products can destroy your online reputation. It takes a lot of time to make a reputation, but it does not take much time to break it. Even some negative feedback may destroy the chance of growth of your business.

Digital Advertising can deliver your message to the right consumer, making the sales process easier, faster and less painful on your marketing budget. In this day and age there are many ways to advertise your business online, and as technology grows, your online marketing options will too.

Outdoor Advertising

As a consumer, you will see outdoor advertising almost every day. It is said that we see hundreds of outdoor advertisements each day, even more if you live in a big city like New York or Chicago. Billboards are often the first thing that comes to mind when you think of outdoor advertising but there are actually many different types and uses for it which you will read about below.

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What is OOHA?

OOHA, short for Out Of Home Advertising is a broad term that describes any type of advertising that reaches the consumer when they are outside of the home or in specific commercial locations. Outdoor advertising is considered a mass market medium, just like broadcast, radio, TV, and cinema advertising.

Types of OOHA

Today we are able to show a new level of creativity in outdoor advertising that would have been impossible only a few years ago, and there are more types of OOHA available now than ever before. Here are some main examples:

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Billboard advertising

Billboard advertising is one of, if not the most recognizable OOHA. These large posters came into common use all the way back in the early 19th century, and have remained one of the most popular forms of outdoor advertising ever since.

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Point of Sale Advertising

Point of sale advertising involves an ad or display positioned closely to a ‘point of sale’ such as the check- out section of a supermarket, or near the queue in a clothes store, with the intention of promoting a product to a consumer right as they’re about to make a purchase.

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Retail Advertising

Retail advertising takes place specifically in or around retail environments, such as stores and shopping centers. In recent years, the improvements in printing technology have expanded the options that are available to marketers and advertisers, from simple printed ads to more memorable displays that leave a lasting impression.

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Why is OOHA Important?

Out-of-home advertising reaches people as they are on the go. Due to the fact that more people spend a lot of time outside the home and they engage in activities such as work, leisure, and sports an average of 8.74 hours per day, according to the Bureau of Labor Statistics. his equals a third of your day when you are not in your house since another one third of your time is spent sleeping. It leaves the consumer less exposed to the traditional forms of media such as television, magazines and radio. The importance of OOHA is that it allows advertisers to find consumers when they are outside the home, and often more receptive to advertising. For example, you probably will zone out waiting for the bus, so that ad in the back of the shelter for a coffee shop catches your eye. Where do you think you’ll head if you’re in the mood for coffee? To that coffee shop. OOHA is an important form of advertising because it’s accessible, it’s effective and it’s less intrusive than many other forms of advertising.

OOHA is expanding right alongside digital advertising, making it an even more effective tool for advertising. Your company can use outdoor ads for a variety of purposes, ranging from branding to promoting a certain event which will let you target the audience you cannot reach with other forms of advertisement. If you are looking to find out how to use OOHA you can contact us at Graphiccom.com and we will be more than happy to help!

Cubism

Cubism has been regarded as one of modern art‘s most famous and fascinating art movements. It was the first style of abstract art which evolved at the beginning of the 20th century in response to a world that was changing with unimaginable speed.

What is Cubism?

Cubism was one of the most influential visual art styles of the early twentieth century. It was created by Pablo Picasso and Georges Braque in Paris between 1907 and 1914. Cubism is seen as a revolutionary movement that rejected the concept that art should copy nature, or that artists should adopt the traditional techniques of perspective, modeling, and foreshortening, which had been used since the Renaissance. Cubist artists instead wanted to emphasize the two-dimensional flatness of the canvas by reducing and fracturing objects into geometric forms, and then reassembling them to evoke the same figures and show the subjects from multiple views. Cubist painters were not bound to copying form, texture, color, and space; instead, they presented a new reality in paintings that depicted radically fragmented objects, whose several sides were seen simultaneously.

The term Cubism was first used by French critic Louis Vauxcelles after seeing the landscapes Braque had painted in 1908 at L’Estaque in emulation of Cézanne. Vauxcelles called the geometric forms in the highly abstracted works “cubes.” The term wasn’t widely used until the press adopted it to describe the style in 1911.

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Left:Georges Braque     Right: Pablo Picasso

History of Cubism

At the turn of the century, Post-Impressionism and Fauvism movements inspired by the Impressionists experimental approach to painting dominated European art. French painter, sculptor, printmaker, and draughtsman Georges Braque contributed to the Fauvist movement with his polychromatic paintings of stylized landscapes and seascapes.

In 1907, Braque met Spanish painter, sculptor, printmaker, and designer Pablo Picasso. At this time, Picasso was in his “African Period,” producing primitive works influenced by African sculpture and masks. Just like Braque’s Post-Impressionist paintings, these pieces also played with form and sometimes color but remained figurative.

Phases of Cubism

The various phases in the development of the Cubist style which are based on the work of Picasso and Braque.

PROTO-CUBISM

Before the movement was underway, both Picasso and Braque applied elements of the
soon-to-be style to their respective genres. This fascinating transition into Cubism is especially seen in these two pieces:

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Pablo Picasso, ‘Les Demoiselles d’Avignon’ (1907)
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Georges Braque, ‘Viaduct at L’Estaque’ (1908)

ANALYTIC CUBISM

The first official phase of the movement is known as Analytic Cubism. This period lasted from 1908 through 1912, and is characterized by chaotic paintings of fragmented subjects rendered in neutral tones. The fractured forms often overlap with one another, displaying the subject from multiple perspectives at once.

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Pablo Picasso, ‘Still Life with a Bottle of Rum’ (1911)

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Georges Braque, ‘Still Life with Metronome’ (1909)

SYNTHETIC CUBISM

Synthetic Cubism is the movement’s second phase, emerging in 1912 and lasting until 1914. During this time, Picasso, Braque, Gris, and other artists simplified their compositions and brightened their color palettes. Synthetic Cubism showcases an interest in still-life depictions, rendered as either paintings or collage art.

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Pablo Picasso, ‘Still-Life With Chair Caning’ (1912)

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Georges Braque, ‘Rum and Guitar’ (1918)

The ideas of the cubism movement fed into more popular phenomena, like Art Deco design and architecture. Later movements such as Minimalism were influenced by the Cubist use of the grid. It is difficult to imagine the development of non-representational art without the experiments of the Cubists. Cubism shook the foundations of traditional art making by turning the Renaissance tradition on its head and changing the course of art history with reverberations that continue into the postmodern era.

Infographics

Infographics have evolved in recent years to become a means of mass communication; they are designed to reach a wider audience by simplifying complex subjects and arranging it in an easy to digest format, unlike other types of visualizations. Because of its simplicity and a compelling storytelling, it has gained a lot of popularity in recent years, and we can see infographics being shared all over the internet and social media.

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What is an Infographic?

An infographic is a visual representation of information and data. It takes a large amount of information in text or numerical form and then condenses it by combining elements of text, images, charts, and diagrams. It is an effective tool to present data and explain complex issues in a way that can quickly lead to insight and better understanding.

History of Infographics

Although infographics have only recently gained widespread popularity online, they have actually existed since the 17th century.

The Commercial and Political Atlas, published in 1786 by William Playfair, was the first example of modern infographics.

In 1983, a data visualization expert named Edward Tufte wrote a series of books about infographics. He also offered lectures and hands-on workshops on the subject.

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At the dawn of the 21st century, infographics transitioned into a digital format. With so many historic examples, Tufte’s teachings, and the emergence of the Internet, infographics seamlessly transitioned online.

It was around 2010 that they became what we know today – digital graphics designed to present complex information, usually posted on blogs or within articles on websites,  sometimes spreading virally.

Types of Infographics

Infographics come in various forms. They are categorized based on purpose, types of objects used and the flow of information. Not all infographics will strictly fall into a specific category. Most infographics will have elements of multiple types. The type of infographic that will be most appropriate in a given situation will depend on the objective of the data visualization.

Statistical infographic 

A statistical infographic puts the focus on your data. The layout and visuals will help you tell the story behind your data.

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Informational infographic

A informational infographic template is ideal for if you want to clearly communicate a new or specialized concept, or to give an overview of a topic.

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Timeline infographic 

A timeline infographic is an effective way to visualize the history of something, or to highlight important dates, or to give an overview of events.

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A process infographic is ideal for providing a summary or overview of the steps in a process.

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Comparison infographic

A comparison infographic is for when you want to compare options in an unbiased way, or you want to make one option seem better.

When to use an Infographic

  • Illustrating data: You can take data from surveys and make it more interesting than your average chart.
  • Simplifying a complex subject: If you’ve got a rather complex concept, and need a way to break it down quickly and easily, infographics are the way to go.
  • Making comparisons: Infographics are great at showing when two things are incredibly similar or different.
  • Awareness: Whether it’s related to business, politics or any other area, you can quickly raise awareness of a brand or cause with an infographic.

Infographics will continue to be used frequently by businesses, educators and the media, but there’s a good chance they’ll evolve like our technology does. Possibly in the future we may start seeing more interactive, as well as 3D immersive ones incorporated into virtual reality experiences.

Paul Rand

Peretz Rosenbaum (born August 15, 1914, in Brooklyn, NY) would later change his name to Paul Rand and become one of the most famous and influential graphic designers in history. He is best known for his logo design and corporate branding, creating timeless icons such as the IBM and ABC television logos. He was one of the first American commercial artists to embrace and practice the Swiss Style of graphic design.

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Early Life

On August 15, 1914, in Brooklyn, New York, Rand was born as Peretz Rosenbaum and was raised in a strict Orthodox Jewish home. Orthodox Jewish law forbids the creation of images that can be worshiped as idols, but already at a young age, Rand copied pictures of the models shown on advertising displays in his father’s grocery store, and violated the rules. His father frequently warned him that art was no way to make a living, so he decided to enroll him at Manhattan’s Harren High School. While Paul was studying there, his father agreed to let his son attend night classes at the Pratt Institute. Paul attended several art schools, such as The New School for Design, the Art Students League, and Yale University in Connecticut. Even with his rich academic career in arts, Rand developed his graphic sense through self-education.

Career

Rand began his career as a part-time stock image creator for a syndicate. Soon his class assignments and part-time job rendered him to assemble a distinguished portfolio. His work was highly influenced by Sachplakat, the German advertising style and Gustav Jensen’s works. During this time he also decided to camouflage his Jewish origin by shortening and modernizing his name Peretz Rosenbaum as Paul Rand.

Rand went and made a name for himself as an editorial designer, doing work for magazines such as Esquire and Direction. He even worked for free in some cases in turn for creative freedom, and as a result, his style became known in the design community.

Rand’s popularity really grew as an art director for the William H. Weintraub          agency in New York, where he worked from 1941 through 1954. There, he partnered  with copywriter Bill Bernbach and together they created a model for the writer-  designer relationship.

During the 1950s and ’60s, as American corporations were turning to graphic designers to create contemporary trademarks and consistent graphic standards, Rand became a prominent advocate of such visual-identity systems.

Rand’s career spanned seven decades, and in that time his graphic designs, teaching, and ideas broadly influenced several generations of American designers.

Rand’s Signature Style

Rand was part of a movement in the 1940’s and 50’s, in which American designers were coming up with original styles. He was a major figure in this change that had a focus on freeform layouts that were much less structured than prominent European design.

Rand used collage, photography, artwork and unique use of type to engage his audience. When viewing a Rand ad, a viewer is challenged to think, interact, and interpret it. Using clever, fun, unconventional, and risky approaches to the use of shapes, space, and contrast, Rand created a unique user experience.

It was perhaps put most simply and accurately when Rand was featured in one of Apple’s classic ads that stated, “Think Different,” and that’s exactly what he did. Today,  he is known as one of the founding members of the ‘Swiss Style’ of graphic design.

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Rand’s Work

Though best known for the corporate logos he designed in the ’50s and ’60s, it was his earlier work in magazine design and layout that first earned him international acclaim. The reputation Rand so quickly established for himself continued to grow over the years. He produced many extraordinary designs in the ’80s and ’90s. Here are a few of the most well known designs:

In the late 1930s he created covers for a series of design magazines, including Apparel Arts, Direction and AD.

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In the mid-1950s, Rand revolutionized book-cover design using abstraction, dramatic color combinations and his own distinct, thread-thin script.

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He designed many logos, among them the ones for Westinghouse, ABC and United Parcel Services in the 1960s, IMB in 1972, Cummins Engine in 1979 and for Steve Jobs’ Next      in 1986.

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Paul Rand died of cancer in 1996 at the age of 82. At this time, he was living and working in Norwalk, Connecticut. Much of his later years were spent writing his memoirs. Paul Rand will remain one of the most famous graphic designers in the world and his work and advice for approaching graphic design will live on to inspire designers.

Why is Type Important?

Type is everywhere, whether you notice it or not. Type is 95% of design and It’s the driving force of all visual communication. Selecting the right type can influence the effectiveness of communication and how it is perceived. Choosing an appropriate type is fundamental for helping set the tone of a piece you are creating.

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Why is Type Important

Type has the potential to emit targeted emotions towards an audience that reinforces the entire piece you are working on. Many times type can be looked over because the initial thing that might pop out is the colors used or any illustration treatment, there must be a harmonious balance of all the elements.

Things to consider when choosing a typeface

  1. Does it come in a variety of weights?
  2. How readable is it?
  3. Does it pair well with other typefaces?
  4. Is there a clear hierarchy between typefaces (if you are using more than one)?
  5. Does it set the right tone and mood for the piece?

Type Classification

A typeface can fall under two general classifications; serif or sans serif.

Serif typefaces are most often used for body copy in print documents, as well as for both body text and headlines. Serif fonts are known to be more traditional and classical.

Sans serif typefaces are called such because they lack serif details on characters. Sans-serif typefaces are known to be modern and clean.

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Type Manipulation

After you have chosen a typeface, there are a number of ways to manipulate it even further to create a desired mood. One of the simplest of ways is through the tracking (the space between letters). You could put a significant amount of tracking between each letter to make it easier to read and visually appealing to the eye or you could also eliminate the tracking between letters so that they are close to one another to cause tension. Some other ways to manipulate the typeface include various distortion techniques, such as arching the type so it’s not on a straight plane, but arched over an illustration or using distortion as a squeezing mechanism to help draw the audience’s attention to a certain aspect of an illustration that you find most appealing and important.

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There are many ways to evoke mood with type. The key is to explore and discover what that mood or perception is for you, and keep it in mind while choosing what typeface to use for your designs. When you look at your design focus on ALL of the elements that make it unique and weigh-in on them all, not just the illustrations or colors. A strong typeface is an incredibly crucial part to your design.