Conceptual art

Trends & styles - chapter 8

What do we mean

when discussing

THE CONCEPT
of visual design?

Compare it to the concept of what you buy

and what you wear. 

WHY
did you buy it?

CONCEPT:
- I want to listen to music.
- The colour fits my identity.
- I want to come across as authentic.
- Sleek design aligns with my personality.
- I want to look as if I don't care. 

The concept is the idea behind something.
The 'why 'question
can help you
describe the concept. 

Before we look
at some concepts
of visual design...
there is also something
which is called

'CONCEPTUAL ART' 

Conceptual art is art

for which the idea (or concept) behind the work

is more important

than the finished art object.

• WHAT
  A urinal.
  

• HOW
  A readymade sculpture, signed by 'R. Mutt, 1917'.  
  

• WHY
  1917, 'Fountain', by French artist Marcel Duchamp.
  > Concept: making fun of art and life; absurdity.
  > Inspiration:
  Dada movement, World War 1

Analysis 'Fountain'

1966, 'Grande Casserole de Moules',
by Marcel Broodthaers (Belgium).
Inspiration: conceptual art.

Visual design is always about concept! But...

Some designers want to focus
on the finished art object. 
​
Some designers want to focus
on the idea/concept behind the object. 

Let's do the test...

Focus on finished art object
or focus on concept? 

Focus on finished art object
or focus on concept?

Focus on finished art object
or focus on concept?

Let's analyse
two iconic examples... 

• WHAT
  Face of blond woman.

• HOW
  Figurative; portrait picture, with striking colours.
  Screenprint from a series; silkscreen technique. 
  

• WHY
  1967, 'Untitled (Marilyn Monroe)',
  by American artist Andy Warhol.
  > Concept: MM as a celebrity or 'product'; she can be multiplied. 
  > Inspiration:
  Pop Art, inspired by popular objects and people. 

Analysis 'Marilyn Monroe'

Marilyn Monroe (1926-1962)
Publicity photo from the film 'Niagara'(1953)

• WHAT
  A huge wave, 3 small boats,
  a mountain.

• HOW
  Figurative; graphic style; woodblock print.

• WHY
  1831, 'The Great Wave off Kanagawa', by Japanese artist Katsushika Hokusai.
  > Concept: the conflict between nature and human kind. 
  > Inspiration: Asian spiritual thinking (Buddhism, meditation).
  
  

Analysis
'The Great Wave off Kanagawa'

How about concepts in architecture? 

1987, Institut du Monde Arabe, Paris.
Concept: airco in Islamic architecture/
light & photography 
Inspiration: nature, islamic abstract imagery

'The mechanism creates interior spaces with filtered light — an effect often used in Islamic architecture with its climate-oriented strategies.'
(WIKIPEDIA)

Conceptual art and advertising: Here's an ad from 2005.

Is it focused on

showcasing the product or emphasizing the concept?

'This is much more about connecting with people emotionally. Not about the actual technology of the TV set.'

What about the future of visual design in communication?
Focus on concept
or focus on technicality?
(Or both?)