## Tuesday, January 4, 2011

### art in our merchant society 2 (more digital design)

[see also previous post! oh well, i'm careening a bit between two subjects (see the ambiguous title), sorry]

marcel klein's design for the vpro cover competition (see previous post, not nominated by the jury - i take it for granted neither marcel nor vpro will mind my putting up this design on my blog, if so just let me know and i will remove it and replace it with just the link).

i like it for a couple of reasons. the somewhat strange composition, which works out lively and elegant. but also the sharp juxtaposition of old' and new' technology - paper cut-outs and computer-related cables - in the form of a tree...which is what paper is made of, usually...and what also constitutes a big argument against paper, namely wouldn't we want those trees to serve a better purpose?

moreover, notwithstanding the briefing from the vpro which contained some nostalgia about paper being on its return, as far as i know our paper consumption has not decreased since the ICT revolution, but on the contrary has increased...perhaps because we print out all those emails and memos and reports and all the try-out versions of these products too, i don't know.

so the image also describes this process: a lot of electronic communication ends in physical paper...

therefore: nice! - but not immediately classifiable as an ode to paper, you could say. does that really disqualify this design? i would say on the contrary, it lifts the original commission to a higher level.

(grumpy me: i'm not completely enthusiastic about the colours, and one could also point out that the branching out of one of the electronic-cable-branches is a bit obviously photoshopped, so be it)

anyway, i'm not saying this design should have won or should have been nominated, but in comparison to some of the nominated designs it is clear that the jury looks more to direct visual effect than to possible deeper layers.

it would in my not so humble opinion be a step forward if also designs that consider a more complex message would get serious reconsideration. not only in this competition, but in cover designs overall.

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however, in a merchant society, i believe that subtle and/or complex art is bound to suffer. time is money, after all! if i cannot grasp the meaning of something in a few seconds, then i might lose valuable opportunities elsewhere...plus of course that only the most blatant art will impress my newfound family of rich entrepreneurs who also seek to impress me with their blatant modern art collection...

obviously i speak not in absolutes, but i believe this to be the general prevailing mechanism in modern (or contemporary if you prefer) art. and this is judging by what i see in museums and galleries specializing in the top' of contemporary art. (but you know my views on quality mechanisms, else search this blog for quality' (without the single quotes this becomes a funny statement, but perhaps true too...)).

it all boils down to the question:

what is art for?

in a merchant society, you can imagine the most common reply. and this is then subsequently what drives our art market, our art institutions, and if we are very very unlucky our artists as well.