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Changing avatar of Applied Art

Meenaketan Pattnaik

Department of Applied Art

B.K.College of Art & Crafts, Bhubaneswar, India

meenaketan2005@yahoo.co.in

Applied Art is a mixture of Photography, Illustration, Typography and Visualization. These four
fundamentals are interrelated to each other. As a whole we can call it as visual communication. Let
us explore its possible media applications in various new “Avatars”.

Photographic experiments

Photography, a popular medium of art of capturing moments, has its own flavor. Starting from the
Pin-whole camera to till the hi-tech multiple featured digital SLR, photographers enjoy the visual
experiments by the help of upgraded technology for quicker and smarter results.

The moment arresting machine “camera” available in the modern days is of two types: Compact
and SLR. Compact camera is a simple machine, any one can use it but it has its own limitations
whereas SLR became popular among the professional photographers due to its wider flexibilities in
experimentation. Various types of lens like Tele lens, Close up lens, lens with effects etc made it
more useful in special cases as far as quality photography is concerned.

In the present days Digital Camera made the photography practice easier. The retake problem
solved due to the display monitor or LCD present on the back side of the camera. Memory card
gave a large scope for storage facility of huge numbers of photographs. We are also experiencing
photography by using our cell phones, web cameras etc. But time will come we will accept the
various non conventional mediums also.

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“Scanography”, a new method of photographic experiment invented by “Rashmiranjan Sahoo” a

4th year student of my department in 2006 while working for a photography project on
“Jagannathayan” concept. He has done lots of experiments using scanner as a photographic tool
by putting, jerky objects and reflections on it. Rashmiranjan has a long list of followers (apart from
this he is an extra ordinary “corporate photographer” of world class). I will not surprise if there will
be a heavy demand of this type of intellectual property related methods in the applied art market
for communication purpose as well as art photography for contemporary practice in the coming
days. So this type of experiments should be included in the syllabus as a visual form of photo
practice to give it an official reorganization status. It is true that, there will not be any replacement

of highly featured digital SLR cameras but Scanography will definitely give wider solutions for
taking creative images in a deferent way by adding different flavor into it.

Typography applications

Starting from the prehistoric Signs and Symbols, pictographical Icons, Alphabets, calligraphy to up
to date Fontography of the Digital Era, typography traveled a long path of modifications. Initially
calligraphy was there in a very limited sphere as it was in the hands of religious and royal
documenters. But when the demand for spreading of information to more and more people took
place, a printing method has been invented, gradually it got the shape of a printing press by John
Gutenburg. He initiated to convert the calligraphic alphabates into systematic “Types”made of
wood. Gradually metal types have been used as it is more durable and results sharp reproduction.

The origin of Odia script derived due to the evolution process of core Indian Script from Prakrit,
Devnagri, Brahmi, Sanskrit to Kalingaa (the ancient Odia Script) made it an identical character
among its contemporaries. The evolution journey also helped it in further sophistication.

Now days, we are using digital medium, so the role of Typography has been changed into
“Fontography”. The traditional printing press of typeface and block process is of no use and
instead of that the colour Xerox, digital print, multy colour offset are the present medium of
printing which are breed with CMYK mode of image (graphics) and fonts of digital compositions.

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“Adobe Fantographer”(previously it was of Macromedia company) software is the best to design

computer friendly fonts. Akruti and Shreelipi are two Indian language software provide various
kinds of Odia font designs.

Illusion of illustration

The traditional requirement of illustration has been changed. Now days simplified illustration are
being used in 2D animation. In another way we can say that 2D animation is an upgraded version
of illustration. Let’s see the process of a comic book illustration project, for this we generally need
a story Writer, a Calligrapher, an Illustrator and a colour Separator artist. The illustrator,
understand the story movement and create the comic characters. He use perspective angels, close
up clips, motion frames and special effects. But in 2D animation there is the use of two kind of man
power like “pre-production” and “post production”. In pre-production situation there are uses of
Story Writer, Character Designer, Key frame Illustrator, In-between Illustrator, Ink & Paint Artist,
Staging Artist, Animator etc. and in Post Production the artist of Special Effect, Compositor, Sound
Tracker etc. Although 2D animation is a movie of interactive illustrations but to get extra market
benefit, the authority usually come up with a comic book by using the illustrations of that 2D
animated film. They also use the Character designs as sticker and book label tags etc.

There are also various forms of useful illustration application such as Fashion illustration, liner
illustration for product descriptive diagram, surrealistic illustration, caricature, photography
generated illustration, illustrations using Indian and regional folk, traditional and classical art forms
in new approaches and alternative medias like graphical software based editing etc. for special
effects and better clarity as well as to make the process of illustration a fun.

Immensity of Visualization

The most fascinating aspect of applied art is Visualization. It’s a combination of division of space,
distribution of breathing space, selection of fonts, copy write and its relationship with the visual.

Here the design can be classified into two categories i.e. “Identity design” and “Communication

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design”. When we go for corporate design planning or product campaign design program we focus
on the behavioral part of the design, means what the design is saying to the viewer and how the
targeted customer will respond to it? In identity design segment we have corporate card (business
card or visiting card), corporate pad (letter head), corporate envelope, corporate file and the most
important “LOGO” which is a signature of corporate identity of a particular corporate house.
Where as we have various communication designs for different mediums like print media
(advertisements for news paper and magazine), point of sale (poster, brochure, dangler, flyer,

label, sticker, tag, packaging, calendar etc.), outdoor media (flex for hoarding, kiosk etc.),
broadcast media (audio advertisement for radio broadcast), telecast media (promo films or TVC),
internet media (online publications, web pages and sites, gaming, e-banner etc.) and other
interactive medias. We concentrate more on catchy catch lines (slogan or quotation) and punchy
punch lines (it’s a part of logo which illustrate the brand identity).

The visuals we are using are of graphical excellence or photographic excellence, but there is also a
huge scope for experimenting with scanography, 3D graphics, 3D fonts, 3D model images etc. by
using software like 3D Studio Max and Maya Unlimited to make the images more creative and eye
catchy. In the Australian universities, they have a copy writing (English literature) paper in the
foundation course of applied art to make the future designers comfortable and acquainted with
the communicative challenges in visualization.

Challenges related to creativity

It is a genuine problem that some of the fresh visualisers face the followings as points of problem
in their professional life while handling various kinds of applied art assignments. We should be
more conscious at the time of teaching about these three aspects of applied art.

Those are communicative approach, creativity and commercially viability.

Creativity is necessary to give the design a fresh look but it should not disturb the communicative
approach, it means the design should be more lyrical to understand. Like that the cost of printing
and execution of the design outcome should match to the size of the pocket of the client to make
it commercially viable. We can not raise the cost of printing if it’s a small product which has a small
market for business. It can give worst results if these three points not balanced in a right way. If
any design does not click or fail to improve the business of the particular corporate sector, it

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means the party will not come to you further so as a whole you loose a client as well as you made
your business reduced. So it is very important to maintain balance among these three segments of
visualisation

Let us accept the new changes and challenges taking place in the Applied Art sector.

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Articles / Papers presented by the author:

Many articles Published on “criticism on Contemporary Art” in the Odia Dailies like Dharitry
and Pragatibadi during 1990-1994.

Presented paper titled as “The glittering world of Fashion” at “We are in Fashion”, a Seminar-
cum-workshop on Fashion design, organized by the Applied Art department of B.K.College of
Art & Crafts, in collaboration with Capital institute of Fashion Technology, Bhubaneswar
during 28th to 31st Jan 2003.

Presented a Power Point Presentation titled as “Expression in animation” at the seminar of

Arena multimedia annual placement fest, Bhubaneswar during March 2008.

Published article on “Jagannath, a visual geometry” in Image Orissa, vol.-1, Jan – March 2008.

Presented a Power Point Presentation titled as “Story Board” at the seminar of 5th
Foundation Day Celebration of PACAD animation factory, Bhubaneswar during 12 th Dec.
2009.

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eshabda@eodissa.com |

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eshabda@eodissa.com / subhap@eodissa.com
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