Renaissance Period

The Renaissance

‘Renaissance’ literally comprehending the ‘rebirth’ era succeeding the horrendous Dark Ages, was a new beginning and a boom of literature, religion, politics, art, architecture, culture and fashion. Seeding in Italy and France, this cultural movement soon spread all over Europe. Renaissance represented a bridge built over the chasm of the traditional Middle ages and the new Modern Era. 

       

The philosophy of scholars and scientists in this era was forward and challenged religion in a new way. The origin was known to be 14th Century Florence under the patronage of the Medici as Greek scholars and philosophical thinkers migrated to Italy. 

     

Hence, power shifted to the hands of Italy with the Fall of Constantinople caused by the Ottoman Turks. The Islam reign flourished trades especially in Florence and other Italian cities, thanks to the Ottoman. Hence, we see Islam influence in the Renaissance architecture with their domes and Greek influence with their triangular structures. Renaissance saw the fusion and birth of a new art and architecture. This made Europe the capital of art, architecture and culture. 

Intellectual theory like the Humanism was born, scientific theories and discoveries highlighted the period and art enhanced in a new form and expression. Raphael, Michelangelo and Botticelli were few of the greatest Renaissance artists who bought realism and human emotion to the art. The human anatomy was a common underlying subject in the art and literature of the period. 

      

The sacrificing contributions of Galileo and Copernicus proved to be ground breaking for science and philosophy. Baroque art and music were also birthed in this era. A new self- awareness and Individualism spread through this era. 

    

The costumes underwent a change too. Extravagance and opulence was seen in the costumes. People with power and wealth showcased the trends and the clothing was a representation of their social status. Silk, velvet, wool and other luxurious fabrics with padded clothing, voluminous wigs and tightened corsets were adorned. Men tend to wear short length hair with a flat cap tilted up on one end. Women wore handkerchief and headdresses on occasions. 

      

Colours used were much darker, richer and bold like burgundy, gold and purple. Funnel and Leg-o-mutton sleeves were common along with the tight elaborate stockings. Lace, ruffles and intricate ornamental embroidery were common in Baroque fashion. As the society grew liberal, décolletage and flowing garments were more accepted.

     

 

      

Strings of various stones like pearl and diamonds were worn with ribbon among various women. A particular fad of having immensely high foreheads was common among the females too. The women’s garment structure seemed to be rounder or fuller with very narrow and high waistline. 

       

Fur lined garments along with accentuated tunics were common among men. The cuffs started to become elaborate too. Women powdered their face extensively with lead and rosy tints to achieve optimum beauty. Hence, luxury highlighted the glorious era of renaissance in several aspects of the society which highlighted a certain freedom. 

The medieval era

The Medieval Era

The medieval times or the middle ages, known to exist around 5th to 15th century was not a merry time in European history. Majorly embarking the fall of the great Roman Empire and shaded times, this era has been often controversially termed as The Dark Ages. 

     

The term dark ages was coined and credited by renowned Italian scholar, Francesco Petrarch (1304-1374). Like other scholars, moved by the severe depressed times, with lack of literature, art, architecture, medicine, inventions and politics. 

So how hopeless and dark were the Dark Ages actually? Honestly, they were one of the worst times seen by the European empire. With the major fall of the Roman Empire clutched in the eye of the storm, the doomed times spread like a plague across the world. As the Roman Empire was known as the mother of the Empires, so definitely the major and sudden destruction shook not only Rome but the world to its core. Greece, Turkey, Palestine and Egypt were majorly affected. It was a fall of the civilization.

     

This destruction started with Gothic German soldiers riding into Rome trampling the lives of the royalty and the folks. The barbarian invaders, spread despair throughout Rome. This period highlighted illetracy, barbarism, cannibalism, mass homicides, starvation and further horrific crimes. People were crusaded and murdered in the streets. The pavements were stained with blood and filth for there wasn’t even proper sewage disposal. Buildings and monuments were burnt to ashes. The Roman architecture came falling down. Monuments were quarried for quick and simple building materials. The structures couldn’t sustain. Uncertainty was spread throughout, no one knew what steps to take and how to survive. Corpses lied exposedon the streets, once royalty now lived in shacks. Uncouth behaviour was common for obtaining food. People murdered each other to survive or even ate human flesh. This is why these times were called Gothic Times. The economy was doomes, so was politics. There was no government, emperor or state. No one knew how to live or survive this nightmare. 

   

Paganism and other occult religion were on the rise around this time. With no government to save, feudalism and vendetta was very common. The Colosseum also succumbed destruction, it became shelter for the destitute, a urinal and home to pack of animals. The times were further horrific and the society went in a downward spiral. Around this time Islam domination moved forward and Muslims ruled Spain and Italy. Hence, started a huge feud between Christians and Islam. Crusades were bought in to invade Islam rulers and ward them of from the land. These were also the times of cruel slavery and labour. The taxes were heavy as the Church started rising as the ultimate power. Forcefully, turning people into Christianity. They exploited money and power immensely. Byzantine Empire and Constantinople could only save Rome at this time.

Gothic architecture inspired by the Islamic world was contructed bringing down the heavy Romanesque style. Hence, this was also a start of the Renaissance. 

Later an even worse enemy attacked Rome, the Bubonic Plague. This deadly plague killed millions of people. Nearly half the population died victim to this plague, which spread across Europe like a wildfire. 

The art and architecture in this period was Gothic and Byzantine inspired. There were also Romanesque carvings around the city. But because of less stability and prosperity art and literature didn’t flourish much.  Greek inspired Byzantine art and French inspired Christian art whereas Islam inspired the mosaic art.

           

Dante was one of the greatest poets of the medieval times.

      

Fashion during the medieval times was very functional. It majorly showed the difference between nobles and citizens. The length of tunics worn by men and women was of most importance. Jewellery was very minimalist, mostly used in brooches and belts. Usually linen or silk tunic was worn. No rich and luxurious materials or colours were adorned.  The courtesans and burlesque dancers had different attires to lure men and acquire wealth in the time of need. Different sigils were used depending on the ruler. The Church usually dictated the clothing and the type of footwear that needed to be worn. Tunics usually hung loose and undefined, sometimes belted once or twice at the waist. Sleeves were widened and hanging of the shoulder. The length of the tunics wee decreased for mobility among citizens. A chemise was usually worn under the tunic. The elite wore tassels and girdles. The warriors wore broigne and baldric as their armours with heraldic symbols. Hats and veils also grew popular around this time. 

The length of the footwear also represented rank. Rectangular or semi-circular shawls were draped frequently. Worn like an apron and tucked at the belt, the shawl was multi-functional.  Sometimes two belts were worn to hold the shawl. The amount of fringe edging also indicated status. Men usually wore Toga with certain stripes and women usually wore equivalent Stola draped over with a Palla. These were the regular costumes of the medieval period. 

Influence of design and visual culture

Influence of Design and Visual Culture

Design is in our everyday life. It is a part of various different natural and constructed things. We see symmetry and balance quite often in objects. Otherwise they wouldn't be as pleasing to the eye. Design we all know has been a huge part of almost every niche industries. From production to advertising and media platforms to branding, every logo, every page, every print is curated carefully with details.

We have gotten so used to seeing this harmony and balance of design or visual culture around us that they often miss the eye. Design and visual culture has become a necessity in out now metropolitan way of living.

 Visual literacy has educated so many people in our society. People who don't often read, they tend to rely on movies, documentaries and theatres. This visual culture has been very powerful, since it’s easier to decode a message and spread it among the masses. 

The social messages in these motion pictures, logos, signs etc. help us comprehend and respond in a less complex way. The famous director Martin Scorsese has admitted how visual literacy helped him growing in a working class family. His childhood was more inspired by watching television, cinema and stage acts. We have all been several times inspired by a movie or theatre. There are so many different things that affect us unknowingly like the angle of the camera, the screen colour, the use of frame space and several other factors of design in cinematography. 

Hence, movies have a huge impact on the society since more than a century. The critical way of shaping younger minds by recognition of visual images is an essential part of the visual culture. Another very impactful to the visual audience are commercials and product advertisement. Commercials usually tend to stay in our minds for a very long time. Be it the sound or the short film. 

It is an art how a few seconds film can have that widespread influence on people. Visual culture and design morph in a very beautiful way and as a result the society easily interprets the message and art behind it. One of the best examples are Hitchcock movies, which were ahead of its time and the frame spaces in his cinematography intrigued the audience in a peculiar manner. Intellectual imagery often enthrals us in a great manner.

 Take the movie Inception for instance the cinematography and design was so in sync with the visual story telling that it grasped our attention in a major way. Design in our general everyday lives usually escapes the naked eye. Design is really perceptive like art. It is the structures and textures formed intentionally and unintentionally, that create aesthetic harmony in any creative space. This brings me to the notion how we ignore the design formed on roads and transports or even in nature, from the various road signs to patterns formed on the sidewalk. There is design and visual culture in possibly every aspect of our lives, we are just very used to seeing them and hence, don’t pay them enough heed. Design said by many is actually a basic need of humanity. 

PR Strategies to bring back the noodle brand Maggi

Strategies to revive the brand Maggi

In recent months, we have seen one of India’s most successful and iconic brands spiral down in a national hiatus.  The saddest part was how the PR and marketing team was unable to save Nestlé India’s baby. The product which contributed to 70% of Nestlé’s shares, shunned down with a thud, threatening not only Nestle but other major food and beverage companies in the country. Even though there are certain speculations that Maggi was singled out and penalized but the callous attitude of Nestle was unapologetic. In a recent survey conducted by the FSSAI, certain samples of Maggi were tested to have heavy per cent of Lead and MSG content in the product, claiming about three times more than a bar. FSSAI have caught many products and penalized them before but why the ultimate shut down and such a racket across the country for one product? That is because this brand or product has been synonymous with us for so long that the consumers have found an emotional bond with it, which also was a reason of the major success of the brand over decades. The biggest reason for Maggi’s downfall was that Nestle took a seat back quietly letting the storm rage and leading its biggest revenue into the dark. The PR or a marketing team didn’t even budge. This would be otherwise a smart move as an immediate or a jolted response might have backfired or let the company to be under attack, but concerning children and several other consumers’ health at stake this was a deadly move threatening other food brands too. Lack of communication also kept the nation in the shade hence, there were many people who didn’t know the entire background story and were aware of the lawsuit highlights. With a brand like Maggi, a trust issue with parents has become the most significant problem. The two-minute snack which had sales off the rack in abundance now is attacked with dubious questions. Here are a few steps that can be taken to revive the iconic brand. First and foremost step the brand can take is communication. This is a major tool as it may help educate people about the brand, build the same bond and trust and raise awareness in the country. First of all Maggi should come clean and not be in denial of acceptance. The tool or medium for this can be an:

·         Interactive Seminar

·         Public Forum

·         Door to door/ Telephone Survey

·         Internet FAQs or Quizzes

The most important of all is that these initiatives should be conducted or held by official Maggi representatives only. They should have a board or a panel including the new CEO of Nestle (Mr Suresh Narayan), the woman behind the success of Maggi being a household name (Shivani Hegde), other employees and representatives from the production and maybe a representative of FSSAI or a government body ensuring the product is safe for consumption. They can address the crowd/press directly by accepting and apologizing for their callous attitude and seek for the consumers’ trust once again. As they are part of the company, people can be comforted by the fact that insiders consume and promote the product. Having a representative from FSSAI or any other food and nutrition board or any government body will educate people about the ingredients and safety in production of the snack, reassuring and considering numerous health at stake. Later Maggi can have FAQs or certain fun quizzes on internet or in public forums and spaces like plazas and shopping malls. This will intrigue the crowd with successful advertising campaigns and endorsements. With the help of this they can conduct primary and secondary researches followed by SWOT analysis, aiding the brand to understand consumer issues and needs from scratch. Nestle can also collaborate with another trusted brand/food and beverage company to launch this renewed product (Maggi). They can also claim it to be made of organic products, assuring the similar legendary taste. It might encourage more crowds to purchase the product. They can use the marketing tool of ‘Trading up’, this might be at risk and have a chance to loose so customers but will the product can steer away from the notion of ‘cheap’ associated with it. They can always retain their core customer base and brand value but with making these minor changes, it may help the brand revenues to hike. To attract the younger customers they can share trolls and forwarded vines related to the product, this can lighten up the consumers making Nestle light-hearted and be able to learn a lesson. The most important process Maggi can follow is strict policing while outsourcing products and a check on the whole production process. There should be severe licensing before distribution, hence updating their standards. They should even ensure food and health management certification complying with norms, implemented and practiced like ISO 22000. They should even maintain a transparency in their production and distribution along with the outsourcing. Maggi can even be launched with a new identity by changing name, logo and packaging but staying true to the core value and customer base of the brand. The brand would be needing constant promotion and campaigning to connect with the consumers on an emotional level.  Television commercials (Broadcast) and Newspapers (Print) would be the best traditional methods to urge the faithful older customer base. For the younger generation, Maggi can constantly use Internet and Billboards (Outdoor) as a tool to be influential. Using these and numerous other strategies, there is a hope that Maggi can revive back. 

The age of visual expression

The Age of Visual Expression

Visual aesthetics have played a major role in our neo-digital era. They are a growing part of us and every industry we stumble upon. So much so, that we can hardly even imagine a life without visual imagery.  The power of imagery is surprisingly immense, from content marketing to film-making, it has affected all aspects of our lives. We even link personal experiences with different kinds of imagery, there is not a single moment that passes without our brains creating images.

Visual stimuli have a profound effect on our brains than textual references. We know that infants interpret and recognize objects before speaking or even reading. That is a major reason there are abundance of picture books in the children section.

Nowadays educational sectors are also inspired by the power and impact of visual imagery and hence, have tried to implement it in learning environments. Studies have shown that students pick up and learn better from a visual experience than a textual experience. If we take visual communication to a further level, it is used in various sectors profusely especially for graphic designers, filmmakers, advertisers, typography and other different sectors. For instance the uses of Gestalt Theory, semiotics and other cognitive theories have helped illustrators, graphic designers and advertisers immensely in their respective fields.

Visual communication uses our primary sense of vision to help comprehend different things. Growth of technology has been in juxtaposition with growth in visual communication.

One of the most familiar instance, in our everyday life is the use of emoticons and how profound and widespread its effect has become. Why is it we rely on the use of emoticons so much nowadays? It is because it helps us relate and express our state of mind in much simpler way, for the receptor to comprehend. How do you think photojournalists have engraved their names in history?

They influenced world affairs by visually capturing moments of esteem importance. This is one of the reasons why visual communication plays such a major role in media. They enhance emotions in typography, effects on a photograph and design layouts of print media. Speaking of layouts and typography they play a key role in design principles of the print media. Rather I might as well say that in a way design is saving print publishing by enhancing the depth of space. Layouts and typography enhance the message being delivered in their visual sense.

 Messages have such strong impact on masses when delivered via a visual medium. Now, as we are talking about visual communication, we surely can’t miss the opportunity to talk about the milestones achieved in various film industries using technology in visual aesthetic imagery.  Starting, from the wonder works of Georges Méliès and Lumière brothers in the late 19^th and early 20^th century which were truly remarkable for their times, we have come a long way developing entire cities and virtual people through the art of CGI.

In fact, the cinematic world has enhanced and developed in such a futuristic manner that it has become difficult to draw lines between fakery and realism. Technology and inventions have helped filmmakers really grow and achieve further heights of expression and storytelling. The art of filmmaking has shed so many boundaries, from the functional cinematic presentation of early cinema like A Trip to the Moon (1902) and Wizard of Oz (1939), we have seen more believable imagery in films  like Gravity (2013) and Oz the Great and Powerful(2013).

Possibility has been endless since the revolution of digital filmmaking has rolled in. We have seen such great depths of filmmaking in our recent times making us believe film industry can achieve and acquire beyond horizon. Examples of just movies in which use of CGI has shocked us are Life of Pi, Avengers, Avatar, Star Wars, Hobbit, Mad Max: Fury Road and so many countless more. Grossing to billions of money, digitalization has completely transformed our world enhancing as a great art of visual communication. 

Nowadays making films without the help of CGI is never usually considered. That is the level of dependency on the digital living. Bordering on technical perfection and eeriness of “uncanny valley”, maybe we have developed a whole new dimension of virtual world.