Thesis COMPONENT 1

l  Introduction

Sustainable Design

Sustainable as one new born noun, it was first appear in last century, in the 1970’s. It means the ability to not only meet the needs of the present people but also without compromising the ability of future generations to meet their needs. According to one of the clear definition: Must study the natural, social, ecological, economic, and use of natural resources in the process of fundamental relationships in order to ensure the sustainable development of the whole world.

 (IUCN, 1980)

Sustainable development is a particularly broad range of social science issues, It involves natural, environmental, social, economic, technological, political and other aspects. With the push of the eighteenth century the British Industrial Revolution, complete liberation of the productive forces of mankind, the world economy has been an unprecedented development, but at the same time, mankind is faced with enormous challenges, our living environment has been enormous damage. Today, environmental problems have reached a critical point, so that sustainable development is imperative, as a graphic design student, I'm going to combine my expertise, in-depth scientific research, for sustainable development gave a meager force. The research is discuss about the balance of practicability and aesthetics in packaging and other print based solutions, the research will concentrate on what the raw materials of papers and inks used in graphic design printing in China. The target audiences are the magazine editor sets and the printing workshops, I will make interview of representative. After the interviewing, I will explore if the raw materials follow the sustainable principles and appeal them pay attention on the relationship between proceeds and environment. Advocate them using green materials for printing and packaging design.

l  Statement of the problem

The research topic is: the balance of practicability and aesthetics in packaging and other print based solutions in China. The Controversial point is that today many products have beautiful appearance, brilliant colors, but are not sustainable, in fact, their practical significance is less than the intrinsic value, resulting in a lot of wasted energy resources, however, from another perspective, if only to take into account practicability of products, you will lose the aesthetic of the product. Especially in China, some advertisers in order to maximize reduce costs, using a large number of chemical synthetic materials, the material has great harmfulness to the environment and cannot be recycled, it is double of ecological destruction.so the research is about discussing what the materials are using in printing process in nowadays China, expose the destruction of the nature and appeal to adapt sustainable design. Let graphic design in the direction of health and environmental protection and sustainable development of development.

l  Review of the Literature

In the 20th century, the most striking thing in graphic design art is the features doctrine, it is too much emphasis on the design of practicality. Whether industrial products, advertising design, architecture or clothing, practicality is always at the top. For example, in 1958, Mies van der Rohe and Philip Johnson designed the Seagram Building is an indoor and outdoor does not use any decoration, monotonous tones of black and white, this monotonous, mechanical, indifferent style emphasizes high degree of practicality, a highly rational. The motivation of functionalist design concept is good, but this trend is only the pursuit of practical and abandon aesthetics, graphic design was profound impact by the diametrically opposed ideas of aesthetic. When thinking of functionalism become mainstream thinking, the design community generally follow such a law, the ability of graphic design services for  people will drop, so that can make graphic design abnormal development.

 (jin, 2008)

A large number of young designers advocate using decoration method to achieve visual enjoyment, they lift up the flag of decoration, advocate meet the demand of people's heart, is not only a monotonous functionalism, to form a new kind of "postmodernism" design style. The center idea is opposing Mies van der Rohe. Postmodernism use a lot of history decoration, processing, opened a new stage of graphic design.

In the 19th century, Morris arts and crafts movement and Art Nouveau use animals and plants as ornamentation, advocating the practical and aesthetic of design combine together. Not only in continental Europe outside the United Kingdom launched a large-scale design movement, even affected the entire world, emergence a number of both practical and consistent with the aesthetic art. All the art and design of this period reflects practical also aesthetic.

 (qiang, 2006)

l  Aim and Objectives of Research

To explore how the practical and aesthetic combine in sustainable Graphic design.

l  Research Questions and/or Hypotheses

What is the impact on graphic design aesthetics from sustainable principles?

How to popularize sustainable graphic design in China.

 

l  Methodology

Secondary

Case study of the designers how to balance practical and aesthetic in graphic design.

On the history of Graphic Design, many of the designers did a lot of explore about the

practical and aesthetic, in different periods of history, they all occupied dominant position, but with the test of time, confirm that these two cannot separate, they are organic unity. So with predecessors efforts, we can learn from their labors, analyzed, and based on the status quo of today's graphic design, make further in-depth exploration.

Primary

With the aid of effective business relationship, I make a large printing enterprise in Guangzhou, my father and head of the company have a good business friendship, so lucky enough to be able to understand the latest dynamic, because they are a printing enterprise, facing the world export them and the world, can directly reflect China's printing industry status quo.

l  References

1.       IUCNWWF.UNEP,. (1980). The World Conservation Strategy.

2.       jinZhang. (2008). Art Principle. Beijing Publishing House.

3.       qiangYu. (2006). Introduction to Art and Design. Chongqing University Press.