Claudia Mastela
Claudia Mastela
Beyond The Line
The key to design is communication, and to effectively communicate, design must be evocative. When design stirs the soul, the heart is motivated to act and it is the designer who imbues the work with the vitality and style that attracts the eye and communicates the message. My interest in the formal properties of design prompted the question: Can basic elements such as line, color, and typography stand alone and still trigger an emotional response? Beyond The Line rigorously pursues this question. It is a collection designed to provoke deep introspection in the viewer using just a singular element per work. The medium is the message, and the message is whatever feelings the work elicits from the viewer. Beyond The Line brings to light the nuanced relationship between design and human emotion. Acting as a play on philographics, the work challenges the traditional theoretical practice of design education and illustrates the importance of developing a deep understanding of the intricacy of every singular element of design, and the power each element has to affect the viewer.
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