Abstract

CASALLAS, Nicolás Peña. Graphic design beyond the visual-optic experience. Bitácora Urbano Territorial [online]. 2020, vol.30, n.2, pp.101-112. ISSN 0124-7913.  https://doi.org/10.15446/bitacora.v30n2.81512.

This article introduces an epistemological perspective of graphic design based on a broader conception of the concept of visuality. Instead of treating vision as a cognitive fact and visuality as the condition of visibility of artifacts, phenomena that have brought to the discipline the omission of the body and the interest in the object, the current text proposes to understand, on the basis of the theoretical approaches of the visual culture studies, hermeneutics and phenomenology, the act of seeing as a fact traversed by all senses, accompanied by an intentionality and a constructed nature, which depends on the body and the otherness but not on objectivity. By revealing graphic design as an experience beyond visual-optics, the body is vivified as the genesis of the creative experience as well as the semiosis of the designed artifacts, the emphasis of the visual artifact is transferred to the interdependent relationship between the subject and what is seen, and the practice in the field is consolidated as an hermeneutic exercise, aspects that a posteriori seek to interrogate the ways of doing, teaching and analyzing the discipline.

Keywords : graphic design; epistemology; visuality; body.

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