Graphic design as an instrument of change; development and interaction in Pakistan

This is a practice led and a practice based research. It is concerned with ‘graphic communication design’ and it investigates the communicative capacity of vernacular art in indigenous settings. The study examines the sign systems located within indigenous imagery exploring the influence of content and context on the reading of these signs.

The thesis suggests graphic-communication design as a paradigm in which vernacular visual media, as visual communication tools, can be critically located and discussed. The aspiration is to engage graphic design knowledge and skills towards analyzing indigenous visual media as (visual) communication tools. Subsequently draw on knowledge, skills, and experience as graphic design practitioner, toward synthesis of design proposals as visual interactions, leading to the development and documentation of a graphic communication design model / a systematic schema of practice.

Existing theory from visual culture studies, multimodal literacy studies, semiotics, and communication design are adopted as analytical and generative tools in the critical framework for this research. Methodologies developed from this framework are implemented in a series of indigenous visual media case studies located in the built environment in Pakistan.

The schema of practice generated from the findings of this research will serve as a model for designing communicative graphic interventions for (advocacy) communication in comparable contexts. The schema will be documented in written, diagrammatic form annotated with illustrations/photographs. Organizations, artists and designers in similar environments, contexts where communication is restricted due to barriers like social geography, poverty and illiteracy etc., can use this schema.

Supervisors:

Dr. Rathna Ramanathan

Stuart Evans

Dr. Paul Rennie

Contact:

h.ali9@csm.arts.ac.uk

Blog:

www.designwithdesigns.blogspot.com