Dissertation

EMBRACING VINTAGE
The most recent revelation for graphic design,
art direction and the music industry is the
movement away from printed packaging and
physical objects and towards digital interfaces
and online steaming services. IPFI (2016) stated
‘Digital revenues now account for 45% of total
revenues, compared to 39% for physical sales.’
and ‘Streaming remains the industry’s fastestgrowing
revenue source. Revenues increased
45.2% to $2.9 Billion (US Dollars) and, over the
five year period up to 2015, have grown more
than four-fold.’ (IPFI, 2016) On the other hand
the music industry has also seen an increase in
vinyl sales. The NME (2016) have stated, ‘The
Recording Industry Association of America
(RIAA) has posted sales of nine million vinyl
albums in the first half of 2015, compared
with 14 million in the whole of 2014.’
Some designers have moved away from computer
and mechanical techniques. A re-emergence of
hand crafting and using traditional tools to design
has increased. Some traditional methods include
sign-painting, letter-pressing and screen printing.
These hand-crafting methods have long been part
of the design world but like vinyl records these
design methods have dramatically decreased due
to increased use of technological advances like
the Macintosh computer. The traditional forms
of visual communication have been used long
before vinyl records ever existed however the
interest is that some designers are actively
disregarding or reducing their use of digital tools
such as the InDesign, Photoshop and Illustrator.
Well-known designers celebrating hand crafted
processes are Gemma O’Brein, Jessica Hische
and the design studio, Snask. These individuals
have decided to craft typography with some
traditional methods such as drawing, painting
and making instead of solely using digital means
to create the artworks.
Why has there been a rejection of technology?
David Crow (2016) head of design, Manchester
Metropolitan University stated in Eye magazine
‘Artists and designers have always approached
technology with this eye for the accidental:
witness Vaughan Oliver’s creative play with
photo-mechanical transfer camera and old
chemicals.’ Some designers are now removing
themselves from the technological, mechanical
process of graphic design and art direction by
hand crafting their designs. The new generation
of designers today are more conscious of new
technologies influencing their work. Society
today are bombarded with visual communication
in the form of smart phones and digital interfaces.
Gemma O’Brien, Volcom Art Loft, Painted Mural, 2014, Sydney
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