Citrus, Trends Discussion: (
Q: What were significant trends in concepts and visualisation and how different were they in various parts of the world?
A: We have always regarded photography as an integral part of graphic design, rather than a separate entity. It partners traditional, purist 'graphics' by bringing another level of visual dynamics. We cannot explain our design aesthetic: it just happens. We follow our instincts and do not allow fashion to dictate a particular style or direction within our work. We will only fuse photo:graphic techniques into projects if they are appropriate.
In addition to commercial work we produce a self promotional publication called 'ex:haust' because it isn't always possible to do the type of work that you would like within a specified client brief. Ex:haust is our personal visual transmitter which allows us to experiment with concepts, techniques, etc. Having an outlet to do exactly what we want and to be able to show examples of other client work, displayed in a different environment, helps keep us fresh and get our design ethic 'out there'.
Through international outlets we have been fortunate that people in different corners of the globe are prepared to pay for and support what we are doing. We invest a lot of time in getting the package together and people get a little piece of us in return.
Q: It is clear that, in this short time span, both professions have changed tremendously. You will be aware of the enormous possibilities brought by new computer programs, and of the tensions this has caused between designers, digital photographers and printers leaving clients often wondering who is doing what and who is right.
For all these glitches are existing solutions, developed by experts in respective fields and this forms also a part of the trends and way of working.
A: We have witnessed the growth of the Macintosh from the early days, through to the current supercomputing crop and always knew it would prevail as the basis for the profession. However, being exposed to traditional 'hands on' methods of art, design and photography has strengthened our understanding of the physics of design. In the last decade, we have experienced both worlds and this has benefited our working ethos.
Much of our earlier work was created on systems that are almost inconceivable now: the computers weren't powerful, Macs were fairly expensive and exclusive; the software was basic, had glitches and numerous, self-discovered 'trial and error' workarounds. There has been a constant learning curve but it's the anticipation of the unknown that is exciting. Experimentation produces some fantastic results, which if you were trying to create, simply wouldn't happen.
Q: What will the near future bring and what more is there to desire?
A: With the advent of digital cameras, film faces possible extinction. However, the current level of quality just isn't present and there is still something unique and exquisite about the characteristics of film. It is analogous to music, when CDs were to kill off vinyl. There is something quite special about vinyl and the technologically superior 'purity' of CD/digital doesn't actually make the music any better; it's merely an alternative carrier/delivery mechanism for the music. Akin to vinyl, there is a certain warmth to film that is lost within the digital process.
Additionally, software is getting more advanced, even intelligent, but it is still fundamentally the same as it was in the early 90s; a bitmap image is still a construction of pixels, where each pixel's state can be transformed. Although digital is making things easier, quicker, etc., its advance is to the detriment of traditional techniques.
As for future desires, the unofficial Citrus wish list:
'DreamHelmet™': a technology that accurately records thoughts, ideas and dreams VISUALLY, and dumps them to your billion terabyte server, on your wristwatch! The possibilities for creativity and experimentation are phenomenal. However, working on the statistic that guys think about sex every 10 seconds or so, the rest of the day would be wasted editing it!
Some software that has actually been extensively tested to be bug and glitch free before it's released and we are expected to pay for it!
('DreamHelmet™', here we come...)
www.citrus.co.uk
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