Objectivity and subjectivity in Graphic Design

The Wim Crouwel and Jan Van Toorn Debate:

Wim Crouwel believes that graphic design should be objective so that it doesn't stand between the message and its recipient. He believes that it is better to present the issue as neutrally as possible. Whereas Jan Van Toorn views graphic design as something always used subjectively because it has a social meaning, a social goal and an influence. 

Crouwel sees there to be two designers, Designer A and Designer B. Designer A is seen to have an analytical approach which will arrive at an objective message and Designer B will rely on trends and experimentation to arrive at new results. Jan Van Toorn opposes the label of Designer A and sees them as the technologist-designer. This type of designer would work with methods derived from technology and science. 

The idea that Crouwel uses technology as a source of inspiration may be because technical innovations were only just happening, so naturally they became a big influence to the way he worked. He argues that although they do have formal restrictions, there is still room for them to be stretched. 

Jan Van Toorn continues to argue that a specialist attitude means that the country sees so many trademarks and house styles, making everything look the same. He says that Crouwel's approach to design confirms existing patterns and does not serve communication but only conditions human behaviour. 

Jan Van Toorn highlights that the use of grids are highly effective for conveying  message, but they are only a starting point. This relates to a recent lesson I have had, pointing out that information can be highlighted more successfully if a consistent grid system is in place and then every now and then it is broken, taking away that level of predictability. 

The debate clearly emphasise the fact that there is a very thin line between being a visual artist and a Graphic Designer. Graphic Design as a discipline naturally requires the ability to abide by certain rules, but being able to stile present things in a visual way. A visual artist however, would tend to focus more on the final aesthetic rather than the theories and rules behind it. The debate does not conclude whether design should be objective or subjective as both designers have strong opinions that support each of their approaches.

I personally believe that Graphic Design allows for an objective or subjective approach as it depends what the outcome is for. The presentation of information often relies on a more objective approach, following grid and layout to clearly present lots of information. But logos, systems and other Graphic outcomes can have a more subjective approach so that the audiences can engage more with the meaning of the designers decisions and thought process. It is important to not stick to one way of designing because everything would begin to look similar and it would be hard to be recognised as an individual designer.