Academic journal article Global Media Journal

Ethno-Cultural Component in Modern Design

Academic journal article Global Media Journal

Ethno-Cultural Component in Modern Design

Article excerpt

Introduction

An attitude to the ethnic component in design varies from keenness on ethnic visual components to their complete negation, depending on the worldview prevailing in society and in particular on the artistic environment. Apparently only a search for harmonious correlation of international and national components may allow to solve this problem. It is necessary to keep a certain balance, since the idea and the image are established in the development of the project.

Purposes and objectives of the research

The purpose of our research is to summarize the studies conducted in graphic design using the ethno-cultural component, to form the most complete image of the national applied art in terms of introduction of new technologies in design, to learn opportunities and objective laws of the use of ethnic art technologies in modern design (Figure 1).

"In the process of creating an art work the work is based on imaginative solution, the embodiment of the concept and idea, composition combines all these stages. Composition is an isolated area of a creative concept that embodies the artistic idea and has completed imaginative nature", as Spirina M.V. noted in her article [1]. At the beginning of their professional activities, young designers, studying in the higher education institution, start searching for new ways of self-expression in art and design [2]. Khristoforova et al. stress that the creative professions area the intersection of science and art and require creative search and detailed analysis, using the achievements of modern science [3]. In our opinion, the best solution is to focus on ethno-cultural traditions of the region, so that borrowing and transformation of the "old" to the "new" in design can be possible. "You might use a design sprint to initiate a change in process or start the innovation of a product concept. This works well when you're exploring opportunities with the goal of coming up with original concepts that ultimately will be tested in the real world"... - wrote Richard Banfield [4]. If we look back into history, "during its appearance in the second half of the 19th century, design was mainly based on the foundation laid by applied and decorative arts. The change of the production principles, the need for mass production have led to the universalization of design principles, separating it from the beginnings of handicraft production, where an individual approach to the creation of products used to be applied" [5]. Since the period of functionalism, the desire to extend some unified form out of the cultural and regional context has been one of the design trends; for instance, the corporate style of the Coca-Cola Company is distributed all around the world and can be distinguished by a pronounced, recognizable and subjective nature. Many well-known designers agree on the impact of the period of industrialization on design as a whole, but nevertheless the ethno-cultural component is still rather influential [6-8]. A Western man is a bit cut off from the sources of his culture and nature where previous generations lived. "But in many other cultures, and increasingly so in modern Western culture, intuition is regaining its status of being practical in a different way. It is the nature of intuition to spark and guide creativity, and it is an essential ingredient for anything new in the "real world" to happen at all", said Maggie Macnab [9]. The unity of nature, the environment, form and content are the main components in design in terms of the ethno-cultural component. Houses of residents from different countries and continents are distinguished by similar items, such unification of the living environment leads to the opposite phenomenon, namely the identification of the national component. If we take America as an example, where the development of architecture occurred in the 20th century, then we can talk about a new modernist development, due to the fact that the history of the country and the people were newly established. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.