Hello! So this is our group presentation on Image and Transformation! Done by Yu Qing, Jia Qi and myself.
In this presentation, we aimed to cover:
- What is Image?
- What is Transformation?
- What is Image + Transformation?
- Why are Images transformed?
- How does the use of Images transform it’s meaning? (Isomorphic correspondence)
- Use of image transformation in real life
- Artists that uses Image and Transformation in their works?
- Use of infographics since it is relevant to our ZINE project.
The world understands image at a glance. People don’t necessarily relish learning a new language every time they open magazine, read an advertisement or see a billboard. Yet they do not want to be bored by reading what they see.
A cliche stock or clipart used could fill a space or add visual image to a page, However, a cliche is an overused word,metaphor or image.
Visual cliches are mnemonic (a system such as a pattern of letters, ideas, or associations which assists in remembering something).
An example of visual cliches are iconic logos. We see them almost everyday on a daily basis and so much so we often forget its presence.
The Pepsi Cola logo is considered one of the world’s most recognizable corporate trademarks.
The transformation of the Pepsi Cola logo has changed drastically as seen in 1898 and today.
As you can see, the most distinctive changes is the typography of the font, and eventually minimizing the details and capturing the essence of the logo: the red white and blue sphere. It doesn’t take more than a second for someone who drinks Pepsi to know that that logo is from Pepsi.
Similar case for Macdonalds where the iconic golden arches which forms ‘M’ is the essence of the mcdonald’s logo.
The job of contemporary designers is to somehow manipulate cliches by recasting their archetypal meaning. And this is where transformation of an image is required as clever designers would use invest timeworn veneers with new levels of meaning. It’s like giving a new packaging to an object, while the object’s essence is still everlasting and present.
Transform cliches from the expected to the unexpected. As new thoughts after all rise from worn-out ones.
Upon looking at this photo of donuts, what is your first memory or mental image that comes to your mind?
Some would think of Policemen, or their first memory of eating donuts.
Isomorphic Correspondence simply means that we respond to meaning. When we see an image such as a painting or a photo, we interpret its meaning based upon our previous experiences and memories.
Designers use these images to evoke a unanimous memory in all of us , transforming the object they intend to advertise for into something we find familiarity in.
For this rather literal advertisement for slurpee, they make use of the icicles in this advertisement demonstrate isomorphic correspondence because they show a cold temperature based on their shape, color, and surface treatment.
This image represents figure ground when the viewer differentiates between the skull and the tree. Similarity and proximity are shown in the lines over the eyes in the skull. Closure is shown where the viewer finishes the bottom of the tree trunk and the mouth of the skull. Isomorphic correspondence is displayed through the tree, which is clutching the air with it’s branches as if it were a human hand.
Take a look at this image for instance. In 5 seconds come up with a caption for this.
I believe in everyone’s mind would be a different caption.
See how the text changes the way on WHERE our eyes are directed to the image, and how we interpret the image differently in an instantly.
When I say “Image and Transformation”, what’s the first thing that comes to your mind?
Immensely photoshopped models?
Double exposed photos?
Or even our sem. 1 drawing assignment, to draw fragmented image of ourselves.
These are all correct. However, in current times, lots of images/artwork exist. People often scan through images that are similar to what they have seen before. What draws the attention of the audience is either something unique or having a meaning behind the artwork.
For example, Hannah Hoch’s “Heads of State”. Then German president Friedrich Ebert and his Minister of Defense, Gustav Noske, were newspaper cut outs and placed against the background pattern of flowers and butterflies surrounding a woman. The subjects are presented frolicking in a whimsical fantasy land, as if they are unaware of the political and financial hardships being faced by Germany and its citizens during this period.
Through the rearrangement of image on a new background, a new meaning is given to the original image.
Another example, award winning short film, Logorama. It uses logos that we often see to depict the absurdity amount of logotypes we are faced in our daily lives.
Image transformation can also exist in a simplification of an original image but still conveying it’s visual message. For example, Caricature drawing. Using the personification of the character, we still can recognize who they are, but in a different context. For example this image “Good Morning America”. It humorously used a one night stand between Donald Trump and the statue of liberty, to describe the incident of Trump being the President of America. And the shocking expression of the Statue of Liberty shows that she is not expecting Donald Trump to be beside her. Just like how America is not expecting Trump to be the next president.
Another example is WWF campaign. They use the cause of global warming, being engulfed by the sea, to convey the message of stopping global warming, if not the nature. The realistic approach of the image, makes people feel the realism of the situation happening.
Another similar project by Nemesis Pictures. They did this advertisement for Lifebuoy. I find that the moulding of animals into the form of food really works well with the quote. Instilling awareness in people, to always be cautious of their hand cleanliness.
This is a work by local artist, Eugene Soh. He was also a former ADM student. This work was done during his first year in university, as he was approached by Campus magazine for a feature. As you see, this is a reproduced work of The Last Supper. The people in this photo were captured individually. And Eugene photoshopped them into a single image. This transformation adds a local touch and humour to the famous artwork, which we can all relate to.
For our current project, we studied on Infographics. Infographics are graphic visual representations of information, data or knowledge intended to present information quickly and clearly. By combining data and images, we transform a plain image to something informative. Infographics exist as early as 1626. This is an illustration by Christoph Scheiner, for his book, where he illustrated the Sun’s rotation patterns. Over the years infographics have evolved, where aesthetics are merged with information. An example from London Transport Museum, they did an infographic poster on how many passengers they have carried and the number of roads they have covered. They used graphics to make information easier to relate and understand. In our current century, where softwares emerge, graphical infographics are more commonly seen.
An additional example, which is not that 2D. During Singapore Night Festival 2014, Clement Briend introduced 3D projection of Divine images. He used foliage as a canvas, and using his self-made projectors to cast the images on trees. Through combining photographs and projection, he creates a link between reality and imagination.
In this entire presentation, we have shared what images and transformation are. Why images are transformed and the multiple approach images can be transformed. Through having a purpose, artworks are viewed differently. We hope that through this presentation you had some takeaway points, and got exposed to more possibilities for your future references.