Communication is a fundamental endeavour of the human mind. From the discovery of fire to that of agriculture, humans have evolved by the use of communication devices to pass on their knowhow to the next generation. Indeed, all of human progress and evolution has been only possible through the record, archival and retrieval of information and knowledge left by previous generations of humans.
Communication and crafts have a deep-rooted connection — the link between the two is as intricate as any handmade object itself. All crafts, whether sharp or blunt, translucent or opaque, hard or soft — communicate emotions to the beholder — they give cues on the function of the object. While some crafts are narrative in nature and communicate more directly, others are more subtle in their evocation.
Communication design can be used to effectively document (exhibition design), analyze (design thinking), storytelling (publication design), promote (branding), sell (social media and e-commerce) and protect (package design) a craft.
We live in a time of massive change and unprecedented uncertainty. Despite the value of the handmade, it is endangered by mechanization and technological developments. Rather than viewing this as a polarity, the Craft Communication course can be seen as providing timely connections between these seemingly opposing aspects of our society. It is an opportunity to rethink the role of craft as something more embedded in our design and technology-driven lives.
Relevance
A student at the Craft Communication program at IICD will not only be sensitive to the needs of the craftsperson but they will also develop a passion for experimentation, research and discovery. They will not be not afraid to ask tough questions, to draw out new sorts of conclusions or even to fail. Discourse, debate, speculation, hypothesis will all be emphasised in the program, as essential for developing an attitude of critical and independent thought.
A Master’s Degree in Craft and Design (with a specialization in Craft Communication)
The aim of this course is to create well-rounded and mature design professionals who are sensitive to the values and potential of the craft. They are aware of the possibilities that design and technology can bring to a craft. Conversely, they are able to rethink how craft can impact design.
The program will provide opportunities for exchange between design students and craftspeople as well as to their material culture, rites and rituals, mythologies and narratives. Students receive a strong grounding in core communication design skills.
Our students will have skills that include:
- Expertise in visual communication — to strategize, articulate, distill, and synthesize, compare, and contrast content. To be able to effectively transform raw data into a well packaged, easy to understand form whether a book, presentation, or website.
- Humanitarian and empathy-based skills and ability to work with people from diverse backgrounds, essential in this sector.
- A strong understanding of the materiality and function of craft — past, present, and future
Outcomes
Students will become be able to work in these areas:Documentation: Craft documents created for both craftspeople and as an online resource available to the public.
Articulation:unpacking craft documents and creating effective presentations for fundraising, explanation of the process, the plight of the craftspeople as well as for advocacy of rights of the craftspeople.
Archiving and Showcasing: to be able to conceive and curate exhibitions and create various types of narratives and comparisons to highlight key aspects of a craft or community in terms of change in craft material, use, or skill.
Research: through quantitative and qualitative research on the craft clusters and make artisans aware of the changing market needs, skill-sets and available resources to address changes needed to be made in the craft to address these challenges.
Promotion: branding, website, social media used to promote craftspeople and organizations.
Marketing:the use of infographics, branding, website design, and social media strategies to promote the craft. Package design to safely and efficiently store and transport products.
Impact & Innovation:An exploration of communication design tools and products along with digital technology to innovate craft. Examples include typefaces made from crafts for creating art and design that bring new users to artisans.
Empathy and Empowerment: students’ role and responsibility to not only learn but give back to craftspeople by imparting design thinking and methodologies for rethinking crafts
Career Prospects for students graduating in Crafts Communication
Design Sector: design studios, in-house design set-ups of corporations, or as freelance designers.
Craft Sector: NGOs, craft organizations, or to channel CSR programs to focus on impact.
Cultural and Knowledge Industries: curators at museums and institutes, archives, academic research, writing, education, etc.
Developmental Sector: governmental and international organizations like UNESCO; NGOs and foundations for developmental impact.
Cultural Entrepreneurs: Graduates can also be working as designer-artisans who not only have the hand skills of a craftsperson but have the wherewithal as communication designers to create innovative ways to story tell and take their brand to new audiences.