Name, first nameMijeong JeongYear of birth1995UniversityFHNWField of Interest / research fieldCommunication Design / Visual CommunicationTitle of projectDefining principles of style through visual expressionsAbstractDeveloping an alternative style from aesthetics of Chirashi

Style is one of the most commonly used terms in art and design field, and it is also one of the most fundamental issues for both creators and onlookers to produce and interpret art and design works over decades or centuries. For graphic designer, style is an essential aspect to consider both of production and communication, because designer can convey a lot of information through style, not only about their design technique, but also about the context where it is in.
Therefore, it is very important to aware the concept of style for designer as an expert who has dual ability to create and read images, in order to make his design be able to communicate in better and more proper way based on his intention.

This importance of style in graphic design brings a lot of questions: what is meaning of having style in graphic design? Furthermore, when is style starting to be recognizable in graphic design? To answer these questions, developing an alternative style for poster design, based on hidden aesthetics of Chirashi is a main approach in this project, by understanding and experiencing the concept of style and its practical principles in visual. Chirahsi is Japanese word, but it is commonly spoken in South Korea, to negatively denote small flyers designed anonymously by low and cheap quality. In spite of its negative reputation, its visual is very distinctive from the other posters, because it mainly communicates with very intense and loud visual languages. These highly recognizable visual languages are worth to be studied in terms of clarifying the boundary of style, where it starts to be recognizable. Therefore, as a main visual material in this project, Chirashi is reinterpreted under the concept of style, firstly by deconstructing of all visual elements to discover and analyze its own visual languages, furthermore its aesthetics, and secondly by combining existing design approaches to develop its aesthetic to be easily applicable style, and lastly by suggesting the visual principles of Chirashi style as understandable materials, such as design manuals and posters.

To sum up, the scope of this project basically focuses on discovering and analyzing substances that help comprehending principles of style in visual expression, and ultimately suggesting the visual languages for articulating the grammars of style which have been studied throughout visual experiment. According to these two main topics, this project largely considers two milestones, understanding style and producing style. For understanding style, theoretical reviews of style were studied, and theoretical remarks were reflected by examination of existing style, Chirashi from the point of onlookers in order to grasp the essential components of style in expression. For producing style, the philosophies of Chirashi style were translated to a visual project by developing alternative style from the point of graphic designer, in order to represent the principles of style as visual language.
TutorsInvar Torre Hollaus, Jiri Oplatek, Claire RaymondFileDownload file
Defining principles of style through visual expressionsDefining principles of style through visual expressions