NATURE'S PATTERNS AND GRAPHIC DESIGN

Račič Maruša

CRIS - Bulletin of the Centre for Research and Interdisciplinary Study, 2013, vol. 2013, issue 2, 5-32

Abstract: Nature is in and around us, the creator of everything that exists. Throughout our evolution, we learned to listen to its language and to collaborate with it to survive. Looking around us today, it seems that our Western civilization has come to the point where nature, the physical world, has started to drastically lose its presence and meaning in our lives. We are surrounded by concrete and technology and are more and more disconnected from our primal source of existence. Can we create meaningful links with nature in our communications? This research explores integral parts of nature, its patterns and our connection with them, and discovers their potential meaning for communication in relationship with graphic design. When communicating visually, what graphic design is, we are transforming the meaning of the message from a creator to the viewer. By choosing specific symbols and codes, we can create an appropriate match between the visual presentation and the message. This essay argues that nature’s patterns bear universal messages that we understand on a subconscious level. Their inclusion in visual communications can thus transfer intuitively communicated messages and create understandable and fluent relationships with the viewer, which is the core of efficient visual communication. The primary supportive sources in this paper are various research, evolution theories, and case studies showing examples of graphic design that incorporate natural pattern forms.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:bucris:v:2013:y:2013:i:2:p:5-32:n:1

DOI: 10.2478/cris-2013-0007

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