Word Theme Research

Out of the six words given in the brief, I have chosen four that appeal to me the most, or that I think will have the most interesting outcome when researching into further.

The four words I have chosen are:

SURREAL - KITSCH - FETISH - ILLUSION


I begin with the basic dictionary definition of all four words, then begin to analyze my interpretation of the word, followed by how it can applied to design.

sur·re·al

 [suh-ree-uhl, -reel]

adjective

of, pertaining to, or characteristic of surrealism; surrealistic.

having the disorienting, hallucinatory quality of a dream;unreal; fantastic: surreal complexities of the bureaucracy.

Origin: 
1935–40

Surreal is an incredible word, that can help define something that we don't really understand. I use it often to describe something that I consider other-wordly, which can be because of many different reasons. For example, surreal is often used when describing experiences under the influence of drugs and alcohol, or it can be used to describe a situation in which the person involved isn't used to, or it feels like it shouldn't be happening. This can often be linked to optimistic/pessimistic view points - something good is happening to a pessimistic person, it's often thought of as surreal, since it's not something they are used to or necessarily prepared to accept.

When it comes to applying the word surreal to design, it's main interpretation is probably along the lines of Dali and his application of surrealism to his art. It shifted the perspective of art into a subconscious state, and explored the non-rational side of our thoughts, interpretations and in this, an art style was born.


The way in which I could apply it to a brand identity - for example, would be for a brand identity for a series of books on dreams, or re-branding the alternative magazine, Bizarre.

kitsch

 [kich] 

noun

something of tawdry design, appearance, or content created to appeal to popular or undiscriminating taste.

Origin: 
1925–30;  < German,  derivative of kitschen  to throw together (a work of art)

Kitsch is a word I haven't heard in a while, and instantly brings up images in my head of cutesy household items. Items you wouldn't necessarily find on shelves anymore, but found more in bargain bins in charity shops. Kitsch embraces tacky and tasteless design, and in my opinion, almost feels like the opposite to art. It proves that art can be anything, and even be popular, expensive and successful. I quite like the idea behind it, more than the art itself.

When I think of kitsch in the world of design, I instantly see an image of the Michael Jackson kitsch art, in particular, "Michael Jackson and Bubbles" by Jeff Koons, and to quote the Guardian: "The art of Jeff Koons creates a world beyond taste. It rubs the least respectable mass-cultural artefacts into the noses of people brought up to think art is about the good, the true, and the lofty." In regards to my reaction to kitsch, is one of Etsy.com, an online shop, similar to Ebay that allows home made designers, art and crafters etc, to sell their work. A lot of the items on the website could be considered kitsch, through the nature of their design and design process. For example, you can buy a hand knitted Tardis scarf, for that friend of yours who's 'just the biggest fan of Doctor Who'. They'd appreciate it, but from the point of view of design and it's aesthetic appeal, not many may agree.

The way in which I could use this word for this project, would be to apply it to a similar 'company' found on Etsy, and embracing the garish nature of what the word implies, and this could similarly be a theme throughout design.

fet·ish

 [fet-ish, fee-tish] 

noun

an object regarded with awe as being the embodiment orhabitation of a potent spirit or as having magical potency.

any object, idea, etc., eliciting unquestioning reverence,respect, or devotion: to make a fetish of high grades.

Psychology . any object or nongenital part of the body thatcauses a habitual erotic response or fixation.

Also, fet·ich.

Origin: 

1605–15

Nowadays, it's often hard to think about the word fetish without envisioning the rather naughty section in Ann Summers and it's definitely a word that has developed far from its origin as an object regarded with awe, when it comes to its use in modern society. However, I think that it's origin shouldn't be lost underneath a world of latex and internet pornography, since it's definitely  a great description of how we can view many things in the world that can be related to researching and inspiration behind design. By focussing on the 'fetishism' aspect of fetish, a respect, and devotion of an item, it can be developed into something that's very applicable to brand identity.

When applying the word fetish to design, it's easily thought to go down the erotic route of the word, however, I think that to explore the definition more thoroughly, it would probably be more beneficial to disregard that aspect of fetish. 

It's very easy to apply fetish to so many things, so when trying to use it for this project, there's a wide range of options that I could use. For example, rebrand Ann Summers or work on branding a burlesque troupe. On the other side of fetish, there is the aspect of respect towards an object, so for example, a fan club, or team for a football club.

il·lu·sion

 [ih-loo-zhuhn]

noun

something that deceives by producing a false or misleading impression of reality.

the state or condition of being deceived; misapprehension.

an instance of being deceived.

Psychology . a perception, as of visual stimuli (opticalillusion),  that represents what is perceived in a waydifferent from the way it is in reality.

a very thin, delicate tulle of silk or nylon having acobwebbed appearance, for trimmings, veilings, and the like.

Origin: 
1300–50;

When thinking of the word illusion, it's easy to conjure up an image of a magician, however, with the help of this definition, it's not hard to see it in quite a different way. It seems like a rather dark word, with so much talk of deception and misdirection, it almost comes across as quite a word to back up manipulation. It also comes across as an escape, a way in which to misdirect reality, without the need to face the hard times, to ignore them. 

When it comes to illusion in relation to design, I can only think of one thing, and that's advertising. Despite that advertising is not meant to blatantly lie, it does, without doubt, carry an element of illusion. It implies that using a product with have a certain effect on your life. It implies that by using this product, you will look younger, healthier. It implies that if you buy this car, you'll be cool and seen as successful or desirable. 

In the way I could apply illusion to this project, I would try and avoid all meanings that imply deception. To imply a company as deceptive will do nothing good for the shareholders! However, taking the word illusion more literally, it could work very well as a design concept. It could be relevant and applicable to such upcoming technologies as virtual reality. It could also work well with an acting agency, people who are good at deception, and illusion. It's a very interesting word to interpret and I think it could work really well in many different circumstances.