INDUSTRIAL DESIGN IN ARTISTIC PROJECTING
Scientific periodical of intercollegiate consortium
The industrial design, which has got its exclusive actuality, is included in the structure of professional drawing-designing organizations and professional approach is required in order to define problems and find their solutions method. The number of professional painters and designers is supposed to grow among both the professionalized and both the industrial enterprises, as the public-economic importance of the production of the industrial design, variety of problems and its increased sphere of application will present its demand.
Key words and expressions: industrial design, professional approach, the artistic drawing, professional drawing-designing organizations.
The industrial design, which has got its exclusive actuality, is included in the structure of professional drawing-designing organizations and professional approach is required in order to define problems and find their solutions method. The number of professional painters and designers is supposed to grow among both the professionalized and both the industrial enterprises, as the public-economic importance of the production of the industrial design, variety of problems and its increased sphere of application will present its demand. Methodically right organization of that work in these collectives will be considered one of the components of success of the latter activity, will increase the quality of drawing-designing processing and the professional quality.
Even in the new sphere of professional activity as is the artistic design, the industrial design is considered one of the newest professions. The works of the painters, directed to industrial service, have accidental nature until the last periods. Which, undoubtedly, is the result of the fact of the scarcity of the professional staff for the creation of works of industrial design and artistic level. At the same time the increase of demands in the sphere of industry causes numerous difficult problems to the painters. Unfortunately, even the specialists, who have no professional skills or less skill, are also included in the sphere of industrial design on these conditions.
The applied graphics is comparatively less developed in the Republic of Armenia and the heritage of professional traditions is accordingly less touched upon in this sphere. The experience of the acting painters is strictly limited, the opportunities of young specialists in the educational institutions are accordingly less as well. Today the art of the industrial design obviously both stylistically and both thematically is connected with the national fine arts in Armenia. However the creation of this field is based on the work experience of Armenian branch of all-union scientific and research institute of technical esthetics, which was completed and expanded by the results of studies of experience of other countries painter-projector and by the analysis of general regularities of projecting in the industrial design.
The industrial design, formatting as specific field, is considered the component of the graphical art and is connected with the latter with its creative content. At the same time by the nature of problems, the artistic language and created regularities it is also exceptionally independent and specific sphere.
Works, having independent meaning of fine arts, are among the machine graphics. The ideological- artistic expression of the works of the machine art, connected with their place of location, is not changed. The works of machine graphics are machine picture, stamp and other types of drawing art, which do their issues independently in exhibitions, collections, interiors. And the ideological-artistic level is considered assessment base for them.
Book, journal and newspaper graphics starts from the first hand write books. Papyrus, parchment and then paper, are the materials on which type, pictures and other elements of book graphics has been done by “hand” through the graphic means. As the printing (wooden, clay, then metallic) types appeared the book graphic had evolved, getting specific approaches typical for technical progress in typography.
Although the numerous technical opportunities and means, book graphics, during the all periods of its development, was a base for the reflection of the book content. Under that circumstances the graphic formatting elements (images, formations, letter sizes) of the book, within the support of perception of book content, make independent problems.
Applied graphics includes numerous graphic forms, which have direct utilitarian meaning. Among them is exlibris, poster, wallpaper, postage stamp, postcard, envelope, certificate, invitation card, diploma and so on.
Applied graphics is called to support to the household organizing of the public by its means. The scope of its activity is too large, it includes many field of human activity and among them are trading relations like industry and market, where usually it is called “industrial”.
Today the industrial design is an important economic factor which parallel to the growth of industrial production, development of trade and reproduction polygraphic technique, has conditioned its mass development.
The peculiarities of the industrial design are the clearly mentioned applied problem, which is closely connected with the requirements of the industry, trade and economy. These requirements define the content of the industrial design, the principles of form creation, methods and specifically the artistic-character language.
And because of this, the objects of the industrial design require independent artistic solution, method and specific graphical means. Among the bases of the industrial design objects are trademarks, symbols, firm signs, service signs, packing, labels, advertising wallpapers, leaflets, booklets, catalogues, passports of the industrial things, blanks and the whole documentation about the goods.
There is also a one specific form of graphics, which can be classified among the category of “industrial”. These are the scales of devices and radio apparatus, clock and notes. Here design directly participates in the organization of the areal-composition production.
Some part (such as for example trademark, label) of the dictated ways of the industrial design had been historically formatted for a long time, the other part appeared not in the ancient past launching by the changed conditions of trading relations(for example the advertising booklet, trade designing complex). From all of these it can be separated the main, which is typical to the industrial design, label, packing, trademark and advertising booklet. The main artistic means of the industrial design also can be reviewed through the examples of these objects.
The main problem of the industrial design directly comes from the application sphere, from the servicing necessity of trading relations in a way. The contents of the problems, for which solutions serve the separate objects, one way or another is defined by real demands. For example the demand, protecting the goods from external effects, causes the creative necessity securing the protection activity. The packing was created like this, and the necessity to make information and an advertisement about it makes it the artistic object.
In order to protect the rights, issued by the enterprise, it is necessary to create the protective function, trademark, but as goods element, advertisement, in the latter meaning is to serve to the whole sphere of the artistic practice, the creation of symbols and trademarks, development.
The tendency to expand the production, to sale the product, and to attract to the potential buyer creates the form of the industrial design, the advertising booklet, which main function is to inform about the advertisement.
The industrial design solves the problems full with advertisement and information utility and the protection and keeping of the right. However, there are also the artistic problems, which became strictly necessary for the public, the formation of the artistic taste of the population, the increase of the production and trade culture. The advertisement problem has a separate role which is general for the all objects of the industrial design. In some cases it appears as the main (for example the advertisement wallpaper), in some cases it becomes secondary (for example trademark, blank), however, it always exists.
Today the role of the advertisement function has grown in the market as a result of plenty of the goods with the insignificant difference of quality and price. And being the determinative factor promotes to the sale of goods, the investment of new goods and expansion of buyers.
“The advertisement is called to educate the taste of population, to develop the cultural requirements, to raise the demand of goods, which itself promotes to the future development of goods variety, production, quality increase. The advertisement increases the culture of trade…” the potential peculiarities of the advertisement have been defined like this during the international conference of workers in the field of Advertisement in Prague, 1957 (2, page 3).
Apart from the advertisement function it is necessary to distinguish a number of problems, which describe the advertisement as the public category.
Implementing the activity according to the sale conception the advertisement becomes the tool for the public relations.
“Through the exchange process in the matter of suggestion formatting and consumption regulating, the advertisement promotes to the subjects investment corresponding to the requirements of man on the public conditions and at the same time, through the invested subjects, strengthen the forms of public relations” (1, page 8).
While preparing the buyer market in the industry design problem is to create more expressive, characters activating visual perception, which purpose is to attract its attention, be remembered, to have an interest, to give information about the goods, its peculiarities and using way.
The advertisement function is done by two ways figurative artistic and informational.
The figurative artistic is the graphic solution, color, type so the means which are able to have an influence on the person’s emotions through the figurative means.
Informational is the contexts of the text, speech, symbol.
These two types are closely connected with each other. The informational means are done through the notes graphics and type choice. The type, as a graphical element, is used with the purpose to express this or that thought, idea and to emphasize the contents.
The important condition for the effectiveness of the advertising function is the high quality of polygraphic implementation of the project. Without this condition the advertisement is impossible in the industrial design, but the variety of polygraphic means unlimitedly expands the advertising opportunities of the industrial design.
Other condition for implementing the advertising function is considered the right use of different objects of the advertisement according to place and time.
The definition of the main problems of the industrial design, the study of their interconnection, main and secondary problems of the industrial design and each object is formed the contents of functional analysis and is considered the necessary condition for purposing project. And because of this it is suitable to mention two conditions: first are the contents and singularities of functional problems typical for each object of the industrial design and the second is the processed regularity of the main objects. Generally these two conditions give imagination about the main types of the objects.
ANUSH YEGHIAZARYAN
Head of the chair of design and applied art,
Armenian State Pedagogical University after Khachatur Abovyan,
Doctor of Pedagogical sciences, Professor
LILIT MELIKYAN
Assistant of chair of design and applied art,
Armenian State Pedagogical University after Khachatur Abovyan
Literature
- МХК, 2-րդ մաս, 5-րդ գլուխ, էջ 8:
- <<Реклама>>, сборник статей. М.: 1960.С.3.