First Things First... Then & Now

Ken Garland's manifesto "First Things First" (1963) calls for graphic designers to use their talents for the better of society, instead of making crass visual displays for materialistic things. I agree with the notion of thinking outside the materialistic world and considering what will benefit society in the present and future. This reminded me of my trip to Korea during the summer of 2009. Besides the very different manners of Korean civilians, the environment was a great factor of the culture shock that ran over me; one example is the signs of public transportation that communicated to civilians the intent of cleanliness and respect. It was honest and respectful by itself. During my time there, I have noticed minuscule littering on the streets and waiting areas compared to New York or any urban cities in the states.

Besides the betterment of environment, I believe that our skills in graphic design should be applied to textbooks and educational tools to encourage and rev up students' learning. Many of the textbooks that students buy provide information but lack enthusiasm or interest, in a visual manner. For instance, I'm using a book for my 20th c Architecture class called Modern Architecture since 1990. At first glance, the overall look of the cover is pleasing to the eye. The structure and form of text is rendered in a way that allows some ease in reading. There is also a nice alignment in the columns of text from each other and from the edge of the paper. In my opinion, however, I think they could have done more to add some 'zing' to the book because the ongoing format tends to make me tired. I personally think that a visually-enhanced material will boost the students' interest in the subject and provide an easier learning experience.

The First Things First Manifesto was updated in the new millennium. This new version was published in Emigre magazine by many designers, including Ken Garland. A little change I found amusing in this version was the list of products used to identify the material world in which graphic design worked for; in the 1964 manifesto, the list included "cat food, stomach powders, detergent, hair restorer, striped toothpaste (haha), aftershave and beforeshave lotion, etc..." In this updated version, the items are the following: dog biscuits, designer coffee, diamonds, detergents, hair gel, cigarettes, credit cards, sneakers, butt toners, light beer, and heavy-duty recreational vehicles. This change of the manifesto signifies the importance of graphic designers becoming aware of design from the old to the new. This does not, however, stray away from the issue of graphic design being applied to commercial value. The new version encourages change of priorities in graphic design so as to increase the value of "more useful, tasting and democratic forms of communication." Advertising will always be there for designers to depend on because it is vital for marketing any product.

Great works by a great graphic designer: Jason Little, Creative Director of Landor Assoc., who won 48 awards from the likes of D&AD, The NY Type Directors Club, Graphis, and Wolda:

http://www.behance.net/JasonLittle

And some extra inspiration on the side...