Super graphics – an understanding…..
Super graphics are oversized graphics established for the urban setting. They are layers used to alter the environment.
Super graphics are a demonstration of how a simple image can amend basic human response to his immediate environment. It shows how design affects the behavior of people in different places.
Graphics plays an important role in the establishment of a product in the market. In this situation of groundless consumerism, branding, packaging and publicity Have the task of creating awareness about all that the market has to offer to the consumers. In response to the competition in the manufacture base, ‘the larger the ad, the better it is for the product’. That’s where the idea of possession comes into the picture.
Outdoor advertising is a constantly evolving medium of communication and super graphics so to speak. In fact, the entire concept has changed in recent times to Out-Of-Home advertising. It encompasses advertising not just on hoardings but in other places that get high pedestrian or vehicular traffic. Outdoor advertising today encompasses a whole gamut of vehicles, but hoardings and super graphics remain unassailably number one. Oversized headings command high-density consumer exposure as they target vehicular traffic. A case in context was the launch of Times group’s glamour and entertainment channel, Zoom. The persuasive hoardings with the sheer white background, contrasting red and black graphics and the teasing tagline, were all over Mumbai. What was interesting was that the advertisement itself did not need much customization although the billboards ranged in size and format from the traditional to horizontal bus shelters to vertical building façade graphics.
Brands label their market base aiming at a particular region or sector of the society. That calls for an entry of over sized graphics or super graphics. For example at SG highway junction, Ahmedabad, each cellular company has booked individual roads of the crossroads. The corner of the junction exhibits an oversized hoarding and the small boards follow the street lights on the street. Super graphics are thus, a representation of establishment or ownership of a brand in a particular place or context.
Super graphics are not only confined to advertisements and publicity. Street art, murals as well as architectural facades demonstrate the stimulation caused by over sized graphics in the environment. Graffiti or street art becomes a permanent exhibition of opinions on various important social cultural issues. Attracting the viewer using merely the scale of the image is the simplest way of generating response.
Supergraphics are often used as a second skin on an architectural set up. For example, the renewal or renovation of an existing building may incorporate Supergraphics as a decorative design element. This actually serves a dual purpose of advertisement of the owner of the building in terms of the logo of the company and the product as well as being a part of the building design itself. In response to the current world situation, this modernistic functional approach serves well, making the building an important part of the environment.
Overgrowing cities and never ending urbanization makes super graphics a major part of street signage. Often these become landmarks or identities of the street.
Super graphics deals with layering. Whether, it’s transforming the outdoor environment or interiors of a home. Oversized graphics form a major part of wall finishes in interior designing changing the complete perception of the space and hence human behavior. Restaurants have used Supergraphics as their identity as well as interior language. Interiors with peculiar graphics attract consumers and enhance the public image of the place.
Conclusively, Supergraphics add to the complete environment. Indoor or outdoor, street or a room, super graphics lend a language or an image to the projected. Supergraphics adorns a process of layering and projecting a message on a large scale for definite visual exposure.
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2 comments:
"the renewal or renovation of an existing building may incorporate Supergraphics as a decorative design element" - I disagree with the fact that these are concieved as 'decorative' design elements - the 2 words contradict each other to begin with and to apply them to an intent is simply mis-reading the intent itself. Facades are understood very carefully before they are used as canvases..the new interactive installations which use building skins are indeed careful acts of design.
your article is quite misleading in general. oversized hoardings, large street signages and peculiar interior space graphics- all the 3 major components that your article talks about would, in general, not come under the category of supergraphics. The Zoom example is quite out of place in this context therefore. Also supergraphics is not the solution to an uncluttered urban environment as you have implied. It can value add and connect with people at a visual, emotional, tactile level but not tackle the issue of endless urbanisation. supergraphics has a limit and within that limit it has methods of working best. The one line that has a good potential to understand the idea is "Supergraphics deals with layering". Had you followed this trail, you could have emerged with more valuable findings.
-kamalika
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