Communication Design 1 is the class at Art Center that is a student’s introduction into ideas, idea making, and the power of images. It’s also a hard class to teach. And sometimes other teachers have a snobby attitude, “Oh, those lower level classes. Well, I would never teach one of those.” Now I know how people felt when my family members would say, “Bless her soul, what a sense of style. Of course, I could never wear something like that.”
I remember my first class in college. It was with a great designer, Milt Zolotow. First, I couldn’t believe I was in the same room with Milt. Secondly, he was standing right next to the words, “Fuck You,” that someone has scribbled on the wall. Now I am in the same spot, standing in front of people on the first day of their first class. I make sure there are not swear words on the wall next to me. The hard part of CD1 is helping students realize great concepts when they may not have the technical skills yet. But, when they pull it all together, the results are spectacular.
The final project is designed to push their limits and force some introspection, rather than simply making nice jam labels. The assignment is to design a poster for a fictional conference that is about dangerous ideas. The students determine what idea is dangerous for them. The best results come from someone taking a risk. The solutions that fail are usually safe and nice, and that’s all. I’d rather someone tackles a really difficult issue and go down in flames, than do something “nice.” For months I hammer on “less is more,” “make it clear,” “why is that there?” “What does it mean?” and “No bold serifs.” Then I throw a curve ball and ask someone who is twenty years old to tell everyone his or her deepest issues. That’s the fun in teaching.