Document Type : Original Article

Authors

• Mina Mouhebati ¹
• Maryam Llari ²
• Bahman Namvar Motlagh ³
• Abolfazl Davodi Roknabadi ⁴
• Soodabeh Salehi ⁵

¹ PhD. student, Department of Art Research, Science and Research Branch, Islamic Azad University, Tehran, Iran

² Assistant Professor, Department of Art, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran

³ Associate Professor, Faculty of Literature and Human Sciences, Shahid Beheshti University, Tehran, Iran

⁴ Associate Professor, Faculty of Arts and Architecture, Yazd Branch, Islamic Azad University, Yazd, Iran

⁵ Associate Professor, Department of Graphic, School of Visual Arts, the University of Arts, Tehran. Iran

Abstract

The continuity of the two fields of reading and the creation of works of art always indicates that the promotion of each of them leads to the qualitative growth of the other field. The process of creating and evolving various artistic branches shows that proper reading and how to create works of art can promote future artistic creations. Assuming that genetic criticism seems to have the capabilities and components that can be effective in reading graphic design works, and as a result, a step is taken towards the qualitative growth of these works and consequently the visual culture of Iranian society, this query deals with this research and in its path, it will seek to find the answer to the main question: "Which capabilities and characteristics of the genetic criticism approach can act as an effective and key tool for reading and critique of Iranian graphic design artworks?" And two sub-questions: "What are the goals and usage of the genetic criticism process?" And "How is the process of creating graphic design and addressing the issue of graphic design works?" In the course of this research, they will be examined and answered.The present study is practical in terms of purpose and descriptive-analytical in terms of method. In the process of research, literature and theoretical foundations of the field of critical criticism on the one hand and the fields of graphic design, design thinking and consequently visual thinking on the other hand, through the study of written documents and sources, has been studied and the required data have been collected. In order to answer the research questions through a qualitative approach, the collected data in the field of developmental reading and graphic design were first analyzed and then evaluated. In this regard, a work from the branch of cultural graphics by Majid Abbasi, a contemporary Iranian graphic designer, selected as a study example, and reviewed in a developmental manner. The desired artwork is the cover of the novel "The Bread of Those Early Years" written by Henriche Bell, which was published in 2001 by Cheshmeh Publishing. Findings show that comparing the trend and matching the volume and type of documents and evidence that the graphic designer leaves in all stages of creating an artwork, as well as other factors affecting the process of producing and creating a graphic artwork, shows that the ability to form a rich developmental file for graphic artwork includes pretext, meta text, para text, and hyper text documents.
As a result, the capabilities and functions of genetic criticism, such as focusing on the process and providing a better understanding of the text, the recognition author, his or her creativity and artistic imagination, performance methods and styles, are consistent with the path taken in graphic design and extracted results from the genetic approach can lead to qualitative growth of various aspects of future graphic design works.

Keywords

• Criticism
• Genetic Criticism
• Graphic Design
• Design Thinking
• The Bread of Those Early Years