What is a visual language, how to use it to build communication with the audience and what role does it play in our publishing house, says Alexei Bogomolov, MIF Art Director.Things that can speak
Metamodernism and acceleration
The world we live in today can be described as the era of the renaissance of visual culture. The active development of technologies from the 21st to the 21st century (photography, cinema, television, color printing, internet, VR, etc.) brings the visual types of human activities back to the fore.
The era of metamodernity has come, which has completely removed the hands of culture and art, which had already been rampant in the last century, like no other, which has to present itself with the help of the entire spectrum of visual media.
Recording from Wes Anderson’s film “Kingdom of the Full Moon”
The lack of a familiar modernist compass with ready-made answers and weariness from the cynical irony of postmodernism, in which all great cultural narratives have been removed, enables today’s culture to move in every possible and impossible direction and reinvent itself every time.
James Turrell “Bridget’s Bardo”
Visual language becomes the new universal medium of social, cultural and spiritual meanings. Your visual explanation and a mirror of the zeitgeist.
Olafur Eliasson “Beauty”
In the course of increasing technological and cultural acceleration, which is oversaturated with supply and demand, the market reacts quickly and sensitively to all aesthetic and practical needs of the consumer. Every production quickly adapts to new technological challenges and produces millions of artifacts that compete with each other.
Against the background of digital technologies that replace entire product categories and their analog counterparts (books, notebooks, vinyl, films, muses, clocks, board games, etc.), they are not only a functional alternative, but also a symbolic symbol of contact with a loss of form reality.
Open source photo
Do not get lost in the colorful kaleidoscope of market offers and their advertising helps the visual language. The market establishes communication with the consumer through the conveyed language of the appearance of its products. We automatically react to everything that is bright and unusual, but above all we look for the functions, our reflection, our identity, our aesthetic and selfish preferences in the product. Under the conditions of Darwinian competition for goods, it is therefore not enough to speak only to the consumer in a language that he understands, but it is important to do it beautifully in an original way and each time in a somewhat new way.
How to turn a hobby into a business and do pleasant tasks
The story of the MIF book publisher (2005) – the intention of three people, who were initially far from the book industry, to publish several missing marketing books on the Russian market.
Right from the start, the founders decided not only to think about the relevance of the content of the books, but also about their appearance. For the development of the design of cover pages and layouts, they turned to the Artemy Lebedev Studio. At that time one of the leading design studios in the country.
A strategy of taking product quality into account has proven to be justified.The books were not only noticed, but also recognized by the covers, which made the hobbies of three neophytes a large and successful book publisher.
Today we publish more than 400 books on various topics for all ages every year. More than 200 full-time employees and around 100 freelancers are involved in the selection, production and promotion of books. The company continues to develop actively and opens up new book directions and new talented employees, always following the quality traditions defined at the beginning.
Books. 2020 year
The first thing a reader learns is the look of the book. Cover design, internal layout, layout, printing materials are the main criteria for the external quality of the book. The impression of the cover influences the future relationship of the reader to the book and to the publisher as a whole.
New projects – new victories
We carefully monitor the current graphic design and try to speak its language sensibly with our audience. The accumulated professional experience helps us to find the right solutions for new areas and product lines.
One of the last successful projects is the start of a new direction of fiction for us. This trend started with three novels for teenagers. The market in this segment in Russia has already formed, and the publishing house was faced with a difficult and ambitious task – to stand out clearly and positively from the competition and to win the target group.
That means speaking to young people in a visual language who understands them and helps us to recognize ourselves in our cover pages.
We invited the artist, a popular surrealist and cyber designer Andrei Kasai, who was popular in the youth subculture, to the project, which, after familiarizing himself with the job, successfully designed a series of three covers.
A new series of fiction for teenagers. 2020 year
Thanks to the new covers, books became a bright and eye-catching event on the market. The author’s illustration and limited edition make these books a collector’s item of the time and introduce the young generation to their visual culture.
We are pleased to share the publishing experience of over 15 years in the format of our lectures, courses and online publications. We respond with interest to the suggestions of other companies to work together on publishing projects.
Last year, our regular partner Sberbank invited us to take part in a tender for the development of the serial design of a library of books dealing with high technologies. Besides us, several other large Russian publishers took part in the tender. In the letter, Sberbank clearly expressed its wishes for the design of the series. The company wanted strict typography for the covers. As part of the Sberbank briefing, we proposed various options for the serial design.
However, since this was not an ordinary order, but an invitation to tender, we decided to strengthen our positions by, in our opinion, proposing additional more suitable options for the book series with graphic representations.
They revealed the format of the content more clearly and emphasized the serial diversity.
One of the additional design options for the series ~ things that can speak
Our initiative paid off. Sberbank revised its vision of the product and accepted the options offered to it as a bonus. The tender was won.
Today is unevenly distributed tomorrow
There is nothing unchanged in culture as in nature. Climate, political regimes, seasons, theater repertoire, cloud shape, mood, stars shine and go out, flared trousers are back in fashion.
There is no end to the change, it is impossible to predict it except that it will definitely come.
Like any language, visual culture works on the principle of life. The process of continuous replication confirms its viability and relevance. Some cycles replace others. But evolution always allows for mistakes, errors and mutations that sometimes lead to death and sometimes to a new and more perfect form of development. In a way, the culture we know today is the result of natural selection that never ends.
Therefore, the visual language we are used to today will very soon change in the most unexpected direction and take on a form that we may not have even paid attention to before.
New directions in visual language, which the market will sooner or later pay attention to, always exist and form in subcultural niches. A pure organic product of creative ideas, unadulterated by toxic marketing and the whims of the consumer, is always behind us.
Examples of modern graphic design from open source: pinterest.ru ~ things that can speak
How not to swear over money, children, sex and paper envelope
How not to swear over money, children, sex and paper envelopes
We’ve had a lot of books about relationships, but none has ever made you laugh like that.
Belinda Luscombe has been writing about relationships for Time magazine for 20 years. And she actively practiced them: her marriage is almost 30 years old. So she discovered six areas that cause the most problems – everyone: intimacy, quarrels, finances, family, sex, mutual assistance.
In the book “Happiness Together” – instructions for technical inspection of relationships. Is everything going as it should or is it time to “change the oil”? There are many situations from family life in which you will probably recognize yourself, and tips to fix anything that is junk. With a fair amount of humor.
Do we have envelopes?
“My husband Jeremy does it with envelopes,” Belinda says. – Every time he asks if we have envelopes, although I have already shown him a thousand times where they are. On the shelf. Next to the handles. So what? My husband, going to send a letter, each time asks: “Do we have envelopes?”
Why can some trifle, insignificant imperfection in a loved one drive you to a frenzy? Because a wedding is not a happy ending at all. Married life is like clearing a path of snow: you start out full of enthusiasm, but it turns out that the activity requires much more endurance.
Of course, people get tired of relationships. This is as natural as the fact that food goes bad and the fire goes out. But we have learned to preserve food and keep the fire going. So you can come to an agreement with nature.
We are Incorporated
Imagine your marriage is a business partnership, “We Are Incorporated.” You manage finances together. Manage children together. Both of you are managers of your property – apartments, villas, cars. You combine the duties of a chef, taxi driver, travel agent and teacher.
Use proximity as a weapon, not a weapon. Cultivate a team spirit – it helps you achieve results in tedious and tedious tasks. Discuss resentments and grievances. This means that you spend time with a person not because it is pleasant, but because you create something together – a marriage, a family, a couple.
This is called “relational thinking,” and it is the key to a long and happier marriage.
Children are a laborious project, like putting together a three-dimensional puzzle, which also snaps and throws dirty clothes all over the apartment. One mother once said that upbringing is as much teamwork as robbing a bank: “One is robbing, the other is driving a car that will be used to get away.”
But remember, you are not together because of the children. Sometimes go on vacation without them. And remind yourself that it’s a good idea to nominate your partner sometimes.
Belinda Luscombe: “When my husband was looking after my son, the son fell out of the bed. When I was looking after my son, the baby fell out of the stroller. And which of us is the worst parent? ” – Source
If you think your partner is a lousy parent, try to moderate the criticism. After all, your skills are hardly perfect. This is the great meaning of having two parents: they bridge each other’s shortcomings.
Have a fight? Eat something
Belinda once asked Mark Zuckerberg what changed when Sheryl Sandberg, the first woman on the board, came to Facebook. Mark said: after her arrival, they forgot what hunger is. She made sure that there was always food on the tables during meetings.
Here’s a lesson from one of the richest women in the world: Never start an important conversation on an empty stomach.
If the relationship is broken
“Repairing” a marriage is exhausting. Sometimes it seems that getting a divorce is easier, as it is easier to buy new headphones than to untangle the wires from those that are. But think about this.
Scientists found 645 unhappy couples, and after 5 years they interviewed them. It turned out that those who got divorced did not feel happier than those who kept their marriage. And the couples who stayed together were glad they hadn’t parted.
Our thinking is aimed at solving problems, although in reality we need a different kind of thinking, “carousel”: now your horse is down, but wait a little – and it will rise again.
The book “Happiness Together” will surely appeal to those who appreciate humor. Belinda will make you laugh more than once and look at relationships from a different – more funny – angle. Family life can be boring, it can be difficult, but add a healthy dose of self-irony and it turns out that everything is not so bad.
Despite the humor, the conversation will go on the most serious topics, and you will find a lot of practical advice.
- Life lessons from the cat litter box
- “Financial violence against a partner”: how not to swear over money
- After hardship comes real hardship: parenting
- What the marriage ninja do
- Marriage without sex: the intimate side of union
- What to do if cheating occurs
We don’t find soul mates like beautiful seashells on the beach. We become soul mates. One of us is waves, the other is sand, and together we form a wonderful beach. Marriage means that you have tied your destiny with someone and said to this person: “It looks like the journey with you will be exciting.” So make it that way.
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How not to swear over money, children, sex and paper envelopes
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