Master/Visual Communication

Stilren, minimalism, functionality, usability, authentic materials, simplicity, pure, pure form, pure shapes, purity, pure aesthetics, pure surfaces, pure north, light, bright, elegance, beauty, clean surfaces, lugn design, stryker onödiga detaljer, neutralt, lagom, rena formspråk, modern, geometric, classic, very practical, sleek lines, functional aesthetics, timeless beauty, serene colour palettes.

Based on words collected from contemporary texts, interviews, advertising and product descriptions that deal with Scandinavian (graphic) design, I’ve looked at how language both reproduces myths about a specific Swedish taste and influences form by creating agreements about right and wrong. The strive for ‘purity’ has come to be considered as the ‘right’ stylistic expression.

It has been a research-based process where I’ve worked with curlicues, decoration and embellishments. Taking shape as a poster series that documents and comments on my research and process. What has the glossary we’ve learned to associate with ‘Scandinavian’ design actually taught us to see and do?

Stilren, minimalism, functionality, usability, authentic materials, simplicity, pure, pure form, pure shapes, purity, pure aesthetics, pure surfaces, pure north, light, bright, elegance, beauty, clean surfaces, lugn design, stryker onödiga detaljer, neutralt, lagom, rena formspråk, modern, geometric, classic, very practical, sleek lines, functional aesthetics, timeless beauty, serene color palettes.

Utifrån ord samlade från samtida texter, intervjuer, reklam och produktbeskrivningar som behandlar skandinavisk (grafisk) design har jag tittat på hur språket både ger liv åt myter om en specifik svensk smak samt påverkar formen genom att skapa överenskommelser om rätt eller fel. Strävan efter det “rena” har kommit att förknippas med det “rätta”.

Arbetet har varit en metodsökande process där jag jobbat med krusiduller, dekorationer och utsmyckningar. Min research och process dokumenteras och kommenteras i form av en serie affischer. Vad har egentligen den ordlista vi lärt oss förknippa med ”skandinavisk” design lärt oss att se och göra?