Applied Art, Design, and Craft
Scope
Applied art, design and craft tests communication through visual means: posters, logos, typography, layout, packaging, signage and Indian craft traditions.
Core concepts
- Visual hierarchy: size, contrast, colour, placement.
- Grid and alignment; margins; white space.
- Typography: typeface categories (serif, sans serif, script, display), legibility, kerning, tracking, leading.
- Logo: simple, scalable, memorable, works in one colour.
- Poster: single message, readable at distance, clear call to action.
- Craft: textiles (block print, ikat, bandhani), pottery (terracotta, blue pottery), woodcraft, metalware; GI tags.
Worked example
A safety poster for a school workshop: bold sans-serif headline, one hazard photograph, high-contrast warning colour, contact line at the base. Reasoning: the headline uses size and contrast for hierarchy; the single image avoids clutter; the base line gives a call to action; the grid aligns elements. The design succeeds because it communicates before it decorates.
Traps
Do not choose a script typeface for body text. Do not use low contrast where accessibility matters. Do not treat a logo as an illustration. Do not confuse craft with 'handmade' generally; name the specific technique and region.