VISUAL STYLES INVESTIGATION By Alice Western

ABSTRACT “EXISTING ONLY IN THE MIND; SEPARATED FROM EMBODIMENT”History There is a big debate between experts about when the abstract art was born because it is difficult to point out which individuals were the founders of this style. Art in earlier cultures was simple and geometric for decorative purposes as well as having visual meaning. Three art styles contributed to the development of abstract art – these were Romanticism, Impressionism and Expressionism. More artists became independent in the 20th century – Paul Cezanne had begun as an Impressionist but his work soon developed into Cubism through the modulated colours in flat areas. Expressionist painters adapted their styles through bold paints and colours, distorted drawings and distortions in order to receive emotional responses to their work. Post impressionism was practised by Paul Gauguin, Vincent Van Gogh, Paul Cézanne had an enormous impact on 20th century art and contributed to the development of modern art to a significant extent.

Characteristics Abstractionists use a visual language of shape, form, colour and line to create a composition, but they do not deal with the visual representations behind it – it is up to the viewer how the subject reality. The following characteristics that make a piece of art abstract are:

• Using large canvases and positioning them on the floor to achieve the desired outcome

• Treating all parts of the canvas important – covering it all in paint

• Applying paint in unique ways – writing with it, thin drops, swashbuckling with paint brushes

• Representations that are presented slightly, partially and completely, depending on the art movement e.g. realistic/figurative art is partially abstracted

ALT-J – ‘THIS IS ALL YOURS’ Alt-J’s album cover of ‘This is all yours’ is incredibly effective when it comes to demonstrating the abstract style. The bright bold colours and the shapes the brushstrokes create leaves the viewer wondering why Alt-J choice this as a cover. Its as if the band wanted this image to be interpreted in different ways, thus making a reference to the album title ‘This is all yours’ (this is all yours to interpret?). For example, there are four psychological primary colours (red, yellow, blue and green) that are known to relate respectively to the body, mind and emotions. In this album cover, all 4 of these colours are located in the center, and a purple shade is surrounding it. Purple represents spirituality and suppressing, so this can be interpreted as the purple strokes containing psychological balance. Therefore, all parts of the area can be represented as being important, as well as the paint being applied in unique ways. For instance, linking back to the interpretation, blue represents intelligence so its rough shape portrays the power of the human mind. The target audience of this album cover may be individuals who are looking for something new to listen, something that cannot be compared to others. Those who are into creativity may want to buy the CD as the cover is a dramatic/bold example of abstract and contemporary art.

PSYCHEDELIC “RELATING TO OR DENOTING DRUGS (ESPECIALLY LSD) THAT PRODUCE HALLUCINATIONS AND APPARENT EXPANSION OF CONSCIOUSNESS.”

History The characteristics of psychedelic art can be found in the art of 20th century Europe, such as Art Nouveau, Vienna Secession and Surrealism. The art and design spectators in Britain and United States in the early 1960’s were investigating op art, which exploits principles of optics to make paintings look as though they vibrate and move. Pop art was also popular at this time, which impacted on the development of psychedelic art. The history of this style is extensive – it dominated graphics art for a good decade between the 1960’s and 70’s across many countries.

CharacteristicsThe word “psychedelic” means “mind manifesting”, implying that all artistic efforts to depict the inner psychological world may be considered “psychedelic”. A psychedelic artist takes inspiration from the hallucinations induced from psychoactive drugs such as LSD. This style of visual art normally contains bright bold colours and compacted patterns that would enhance the altered states of notion.

MIKA – ‘LIFE IN CARTOON MOTION’

The album cover of ‘Life in cartoon motion’ by MIKA is an effective representation of psychedelic art. Although this piece of work does not include a reoccurring pattern of thin lines that enhance hallucinations, there is a recognisable use of strong and bold colours that are notable to the eye, which is a common theme found in psychedelic art. The image features cloudy outlines and circles within larger circles – making a reference to hallucinating, visually dreaming and feeling relaxed whilst on psychoactive drugs. It also includes a man sitting on a sofa relaxing, a piano and doves – all in which are factors of tranquility and the emotion of feeling at ease. This makes a reference to the album title ‘life in cartoon motion’ as the cover’s content demonstrates life as being easy. This design probably targets MIKA’s audience fairly specifically as his musical genre is pop/glam rock/new wave – new wave links to punk, meaning that this album shows a theme of resilience and through the drawings on the cover.

ART NOUVEAU “A STYLE OF DECORATIVE ART BASED ON NATRUAL FORMS”

HistoryArt Nouveau was present between 1890 and 1910 and took many different characteristics from different cultures, meaning that artists in this era had disparate styles. In the time of industrialised production, many artists looked at pre industrial times for a foundation of their works, depending on where they are from. For example, Russian artists looked at folk tales and folk history. Artists that lived in Paris, Nancy and Brussels, found greatest inspiration from the nature’s cycles and its force. Source: http://www.visual-arts-cork.com/history-of-art/art-nouveau.htm

Characteristics

The characteristics of Art Nouveau involve intricate natural objects, such as flower stalks and buds, vine tendrils, and insect wings. These attempt to display an ornamental and rhythmic look. Art Nouveau philosophy was in favour of applying artistic designs to everyday objects in order to make things beautiful for everyone. The style also attempts to combine fine art and decorative art (practical objects) together.

AMORPHIS – ‘CIRCLE’ The plants surrounding and within the circle help to create a rhythmic look, brining the style of art nouveau into perspective. The person on the album cover is supposed to be a spiritual and mystic guide for the album’s protagonist, which links to art nouveau’s characteristic of making life beautiful for everyone, and perhaps signifying a specific culture that believes in spirituality. Amorphis is a heavy metal band, which contradicts to the essence of art nouveau, but the full moon in the background, the intertwining branches and the ghoulish looking eyes makes the cover look preternatural and scary. In addition to this, the colours of the art are not common shades that are found in typical art nouveau pieces, as the hues in this piece of work are limited and murky – lacking in life. I do not think this style will be very useful for my print productions as art nouveau cannot be easily demonstrated for a band that is indie/alternative. It looks rather dated and the narrative of my music video is very modern, so I want my album cover to replicate this flair.

CONTEMPORARY “LIVING OR OCCURING AT THE SAME TIME”

HistoryContemporary art is basically modern art, that is produced at the present period in time. This movement develops from postmodern art, which is the reaction against modernism. Contemporary art includes more than 50 types of art that have been created since the end of World War II, and an important breakthrough was when New York replaced Paris as the centre of the art world. Artists began to change the style they worked in to a more modern approach, for example in the 1960’s Andy Warhol broke away from traditional art and entered the style of Pop art. Contemporary art is very popular across collectors, museums, galleries and public organisations, but the style is so broad as it contains a large range of art forms, such as painting, sculpture, media, and performances.Characteristics Contemporary art draws on the movements of modern art. This includes minimalism, assemblage art, and abstract art. These styles aim to challenge the viewer in thought – either politically, culturally, emotionally, and socially – as art helps to demonstrate one’s own views on issues that matter, and contemporary artists are constantly striving to develop the ways in which their work reaches their audience. Therefore, contemporary art involves the breakthroughs of new types of art – many modern artists were the first to develop college art (a variety of kinetic art), animation and earth work (e.g. 3D street art). New techniques have also emerged, such as action painting and chromolithography, and expressing colour in a major way.

SHURA – NOTHING’S REALThe development of technologies through the modern era has significantly impacted on the effectiveness of this CD cover. Photo editing software such as photoshop was possibly used in the making of this, as the content involved overlapping and digital illustration. The amalgamation of photography and illustration of the planets/meteorite (which is exposed through the paint streak) creates a surreal image, perhaps suggesting that the artist is addressing both fantasy and reality through her music (postmodern?). Additionally, the gradient of the word ‘nothing’ resembles the actual word, as it shows that the text is fading into nothing – this is another editing technique that came about through modernism. The cool colour tones resemble the artist’s genre, electropop, as it can be soothing to listen to. The singer is not looking towards the camera and is dressed rather casual, portraying her delicacy and purity. Therefore, this album cover will impact on its target audience rather well.

EVALUATION In conclusion, the styles I am considering to use in my print productions are abstract, psychedelic and contemporary. In my mind, I am picturing

my album cover and advert to look modern and edited to a clever/artistic way. I also feel as though these are the styles that suit to my target

audience/genre the most as my productions will attract those who listen to indie music and appreciate the concept behind the designs. I thought the art nouveau style was fascinating to look into because I have always

been a fan of that form of art and I was interested in how its showcased in the music industry. However, I do not think its essence of intricate plants and objects would match the musical temperament of my band. I think it would be really rewarding if I included psychedelic art in my CD cover or advert as it would definitely relate to the meaning of Tidal Wave’s lyrics. Furthermore, I am excited to discover the ideas I come up with and how I

finalise them.