Changing Perspectives Clò-sgrìobhadh Àrainneachdail by Haley Tebo

Changing Perspectives Clò-sgrìobhadh Àrainneachdail by Haley Tebo is a highly esteemed winner of the very prestigious 2020 Duais Umha A' Design Award in Dealbhadh Grafaigean, Dealbh-mhìneachaidh agus Conaltradh Lèirsinneach Competition Category.

UmhaGrafaig· 2020

Changing Perspectives Clò-sgrìobhadh Àrainneachdail

by Haley Tebo

Client: Haley Tebo

Duais Umha A' Design Award Winner in Grafaig Category

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Colors

The Design

About Changing Perspectives Clò-sgrìobhadh Àrainneachdail

Is e ionad-suidhichte clò-sgrìobhaidh àrainneachdail a th' ann an Changing Perspectives, air a dhèanamh airson panailean glainne togalach ealain oilthighe. Tha cumaidhean nan litrichean air an gearradh à bhinil reòta-ghnùis agus tha iad air an co-thaobhadh gus teachdaireachd so-leughte a chruthachadh mar a choisicheas daoine seachad. Faodar an teachdaireachd a leughadh bhon dà rathad, agus mar sin bidh luchd-amhairc a' stad agus a' gluasad gus an teacsa a choileanadh. Tha gach litir timcheall air troigh no dhà a dh'àirde, ag atharrachadh a rèir dè cho fada 's a tha an neach-amhairc air falbh. Bidh solas a' dol tro na panailean ag ath-riochdachadh cumaidhean nan litrichean mar sgàilean is mar dhealbhan-lainnireach. Tha an ionad-suidhichte a' toirt cuireadh do dhaoine air feadh na h-oilthigh a bhith an sàs ann an clò-sgrìobhadh.

The Recognition

About the Duais Umha A' Design Award

Tha Changing Perspectives Clò-sgrìobhadh Àrainneachdail air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Changing Perspectives Clò-sgrìobhadh Àrainneachdail na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Changing Perspectives Clò-sgrìobhadh Àrainneachdail a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This interactive installation compels the viewer to move in such a way to view the piece differently. As people walk by, the shapes align to form a message, which can be read walking from either direction. Installed on an art building at a university, the piece can be viewed from inside the gallery or across campus and draw people to it. The lighting also reflects the shapes of the typography in the form of shadows and reflections.
Dimensions & Packaging: Each letter of the design is approximately 1-2 feet tall, varying with distance from the viewer.
Tags: Environmental typography, interaction design, user experience, typography, graphic design,
Production Technology: Adobe software was used to create slides that were then projected onto the building. The projector was placed on a ladder at eye-height so it would be convenient for onlookers walking by to read. The shapes were traced with china marker then covered with frosted vinyl and cut out.
Design Challenge: After choosing an approved concept, we addressed the installation process. We could digitally cut out the letters, but they might not align correctly, or we could project it so the alignment was perfect, but would have to cut them by hand. After taping up a to-scale proof of the estimated warp we decided to project the letters because they did not align in the proof. The projection then needed to be done at night and required ladders, multiple extension cords, and for the fountain to be drained.
Research: Researching existing projects inspired aspects of this design but also allowed it to be unique. Scouting local areas to find an optimal environment for the typography, we chose to install on campus for convenience and because of having a strong concept for the space, which included a well thought-out quote that could be read from either direction. The area was measured so a digital mockup could be done to scale. The design was very well received as people complimented it as it was being installed.
Inspiration: Inspired by environmental typography installations that use perspective in a way that the words can only be read from one spot, we wanted to bring this somewhere where a lot of people could interact with typography. We were inspired by the potential we saw in the fountain in front of the our university's art building and the vertical glass panels above it. We used the dimensions of these panels to inform the choice of Helvetica Condensed and people walking from both directions to choose the quote.
Project Duration: Research for this project started in late April 2019. Installation lasted for two weeks in May 2019.
Operation Flow: This installation is unique because it is put into movement as the viewer walks by, compelling them to pause and align themselves with the piece in order to read it. The space builds anticipation as the viewer must move themselves to read the next half of the message. The typography tells a story that parallels the environment it is in, achieving mutual enhancement of the design and the environment.
Team Members: Angeli Leong
Image Credits: Image #1 : Professor Wade Lough, 2019
Image #2 : Professor Wade Lough, 2019
Video Credits : Angeli Leong
Quote used is by Wayne Dyer