Contexts for Design

The context refers to the circumstances that form the setting if the design. We can discuss context when referring to the design process, final presentation and/or final application of the design. This includes when and where:

When:

When was the design process happening? Was it designed for the near future, distant future or past?
When was the designer working? When did they study design? When did they gain their professional experience.
What was happening in the context at that time?
Were there other factors (social, economic, political etc.) that impacted the design at that time?
Was the design presented to an audience soon after, or was there are long gap in time? Did the time gap effect the way the presentation was received?

Where:

Where did the design process occur (e.g. country, city, design frim, freelance, in-house)
Where was the designer born, raised, educated? Where did they gain professional experience?
Where was the design was presented (e.g. country, city, client's home, business meeting, council meeting to the community)
Where will the design be used (e.g. country, city, school, home, supermarket, airport, hospital)

Context of work:

Multidisciplinary Agency:

- Working in a creative agency that offers a range of design services, often collaborating with professionals from different disciplines such as marketing, advertising, and digital strategy.
- Engaging in projects that require a diverse skill set and the ability to work in a team with experts from various fields.

Small Studio:

- Being part of a small design studio with a more intimate and close-knit team.
- Often involved in a variety of tasks and projects, wearing multiple hats and contributing to different aspects of the design process.

Freelance Arrangement:

- Operating as an independent designer and taking on projects on a contractual basis.
- Managing one's own business, handling client relationships, project timelines, and all aspects of the design process independently.

In-House for a Company or Brand:

- Working as an internal designer within a company or for a specific brand.
- Focusing on maintaining and enhancing the visual identity of the brand across various platforms and materials.
- Collaborating with other departments such as marketing, product development, and sales to align design with business objectives.

Publication Design:

- Designing layouts for magazines, newspapers, books, and other printed materials.
- Collaborating with editors, writers, and publishers to visually convey information and enhance the reader's experience.

Package Design:

- Creating visual designs for product packaging.
- Collaborating with manufacturers, marketing teams, and regulatory bodies to ensure the packaging meets both aesthetic and functional requirements.

Healthcare Design:

- Designing for healthcare environments, including hospitals, clinics, and medical facilities.
- Considering the unique needs of patients, healthcare professionals, and regulatory guidelines in the design process.

Event and Exhibition Design:

- Designing visual elements for events, trade shows, and exhibitions.
- Creating immersive and engaging experiences that align with the theme and objectives of the event.

Museum and Exhibition Design:

- Designing the layout and displays for museums and exhibitions.
- Integrating storytelling, visual aesthetics, and educational elements to create meaningful and memorable visitor experiences.

Examples of Context

Nord Express poster:

The "Nord Express" poster designed by Adolphe Mouron Cassandre in 1927 is a classic example of Art Deco design. The poster was created to promote the Nord Express, a prestigious and luxurious train service that operated between Paris and Scandinavia.

The context

Art Deco Movement:

The poster is situated within the broader context of the Art Deco movement, which emerged in the early 20th century and influenced various design disciplines, including visual arts, architecture, and graphic design.

Golden Age of Travel:

The 1920s was considered a "golden age" of travel, and luxurious train services like the Nord Express epitomized the glamour and sophistication associated with this era. The poster reflects the cultural and social ambiance of the time.

Modernization and Technology:

The Art Deco movement often embraced modernization and technological advancements. The sleek, streamlined design of the train in the poster symbolizes progress and the embrace of modern transportation technology.

Promotion of Luxury Travel:

The Nord Express was known for providing a high level of luxury and comfort to its passengers. Cassandre's poster aimed to convey this sense of opulence and exclusivity through its design, appealing to those seeking a premium travel experience.

Geopolitical Relations:

The train service connected Paris with Scandinavian countries, reflecting the geopolitical and economic ties of the time. The poster may have been part of a broader effort to strengthen cultural and commercial connections between France and the Nordic region.

Graphic Design Innovation:

Cassandre, a prominent figure in graphic design, contributed to the innovation of design during the interwar period. The Nord Express poster showcases his ability to blend typography, color, and geometric shapes to create a visually striking and memorable composition.

Consumerism and Advertising:

The poster is an example of effective advertising during the era of consumerism. It was designed to capture the attention of potential travelers and convey a sense of sophistication and adventure associated with taking the Nord Express.

Cultural Aesthetics:

The design reflects the aesthetics of the time, with its bold, geometric shapes, stylized lettering, and a limited color palette. These elements are characteristic of Art Deco design principles.

Understanding the historical, cultural, and design contexts of Cassandre's Nord Express poster provides insight into the broader influences that shaped the creation of this iconic piece of graphic design.

"I Still Call Australia Home" ad campaign - Qantas (1998-22)

The "I Still Call Australia Home" ad campaign by Qantas is a significant and enduring marketing initiative that has been associated with the airline for several decades. Launched in 1998, the campaign became iconic and has been reprised in various forms over the years.

The context for this campaign can be understood through several key factors:

National Identity and Patriotism:

The campaign taps into the theme of national identity and patriotism. The use of the song "I Still Call Australia Home" by Peter Allen, with its nostalgic and patriotic lyrics, resonates with Australians both at home and abroad. The campaign plays on the emotional connection people have with their homeland.

Global Reach of Qantas:

As Australia's flag carrier, Qantas operates on a global scale. The campaign reflects the airline's role in connecting Australians to various destinations around the world. It emphasizes the idea that, no matter where Australians travel, they still carry a strong connection to their home country.

Marketing in the Airline Industry:

The airline industry is highly competitive, and airlines often use marketing campaigns to differentiate themselves. Qantas aimed to create a distinctive brand image by emphasizing the emotional connection between the airline and its passengers.

Multichannel Marketing:

The campaign includes various elements, such as television commercials, print advertisements, and in-flight promotions. The use of a well-known and emotional song further extends the campaign's reach and impact.

Celebrity Endorsement:

The use of a famous and beloved Australian song by Peter Allen adds a layer of cultural significance to the campaign. The song is widely recognized and appreciated, making it an effective tool for connecting with the target audience.

Connecting with Expatriates:

Australia has a significant expatriate community, and the campaign seeks to connect with Australians living abroad. By evoking feelings of homesickness and nostalgia, Qantas aims to position itself as the airline that understands and addresses the emotional needs of its passengers.

Longevity and Timelessness:

The enduring success of the campaign can be attributed to its timelessness. While it has been adapted and refreshed over the years, the core theme of calling Australia home has remained consistent. This has contributed to the campaign's ability to resonate with multiple generations of Australians.

Crisis Management and Resilience:

The campaign has been reprised during challenging times for Qantas, such as the aftermath of the September 11 attacks and during the COVID-19 pandemic. By reinforcing the emotional connection Australians have with their homeland, the campaign has played a role in maintaining brand loyalty during periods of crisis.

Understanding the context of the "I Still Call Australia Home" campaign involves recognizing its emotional resonance, nationalistic themes, and its role in establishing and maintaining Qantas' brand identity.

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