Robert Harland

The graphic design pendulum: the swing
between information and affectation

The debate about whether graphic design is an art or a science is ongoing. Those who contribute to the field seemingly locate themselves somewhere between a polarised subjective and objective position. For example, advertising swings towards art for inspiration, whereas information design often appears more secure in its relationship with science.

Within graphic design, such debate encourages diversity rather than unity, and a perception of boundaries rather than an understanding of core concerns. And yet it has been suggested that design, (part of which graphic design must be considered), bridges the traditional spheres of the humanities and the sciences, offering a third perspective.

In an attempt to clarify such confusion, this research further develops work in progress on a diagrammatic modelling exercise that attempts to depict the key spheres of influence in graphic design practice, education and research. Science and art are significant in this, as is design.

Referring to work in education and research, this paper presentation attempts to clarify some of the key influences and characteristics that make up the core of these opposed concerns. In doing so, the opportunity to consider how graphic design makes use of these opposed positions, using the analogy of a pendulum swing, illustrates how graphic design must be conscious of both positions, in order to inform and affect the actions and behaviour of audiences.

It is assumed that information design, by its very nature, must first aspire to inform, before it affects, behaviour. Whereas art might wish to affect before it informs behaviour. But, at the outset, graphic design does not necessarily presuppose the need to inform, or affect, behaviour.

When requirements demand such an approach, a critical understanding of the core values associated with subjective and objective design decision is essential. This research attempts to clarify these core values with the aid of diagrammatic modelling. This presentation exposes the model, to an audience with a specialist interest in information design. In doing so the researcher encourages feedback on the usefulness of such a model as an educational tool.

Robert Harland is a graphic designer and lecturer in the School of Art and Design at Loughborough University. He is presently enrolled on a PhD programme at The University of Nottingham School of Built Environment where his research focus is the relationship between Graphic Design and Urban Design. Before pursuing an academic career in 2001, he spent 15 years in private practice in London.

Robert Harland

The graphic design pendulum: the swing between information and affectation

The graphic design pendulum: the swing
between information and affectation