Authors:

 Pescio, Silvia; Breyer, Gastón.

Title:

 Word and Design

Keywords:

 idiolect - language - design
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Abstract:

 Do objects with no words to name them or languages that do not refer to facts really exist? A visual object and its denomination are no doubt a dialectic unity, but facts of quite different kind. This work will mainly study this duality referred to design.

By accepting that the processes of design are iterative, discontinuous and non lineal, we observe that the verbal language may both favor and disturb them. That in the first stages of design, the intentional contention or abstinence of images by means of verbalization of design guide lines may satisfactorily contribute to the formal production. On the contrary, later, when images can be missing, verbal languagemay interfere.

We may therefore realize that at least one of the characteristics of objects design is the constant passage from the abstract to the concrete thought, from concepts - many times verbal - to facts and viceversa. Thus the strong bond between the verbal language and the production of shapes.

We must also mention idialects or jargon, the indiscriminate use of which leads to its tergiversation and subsequent confusion of the ideas.

The present work analyzes different aspects of the problem, the greater or lesser adjustment to the use of an idiolect, the influence of a given context on the real meaning, the consequences implied in the superposition of logical and analogical languages, the risks arising from early or previous denomination of an object. Resorting to didactic experiences, it also points out and describes the benefit of working parallelally with both languages in order to reach high significance levels in the formal production.

If what a "name" implies remains somehow reflected on the object, the influence of verbal language in the objects invention as, for instance the prior or previuos nomination of it, may result in an early determination of the object and, thus, interfere the creative processes.
Breyer, Gastón. spescio@fadu.uba.ar Universidad de Buenos Aires. Architect, School of Architecture of Buenos Aires, Facultad de Arquitectura, Diseño y Urbanismo de Buenos Aires. Graduate professor of the Superior School of Arts, Escuela Superior de Artes Ernesto de la Cárcova, Buenos Aires. Painting at the Pettoruti workshop. Head Professor at the Schools of Architecture of the Universities of Mar del Plata, La Plata, Bahía Blanca, Rosario, Santa Fe, Resistencia, Tucumán, San Juan. Head professor at the School of Architecture of Buenos Aires, FADU, UNBA, chair of Heuristic. Head Professor and Director at the Institute of Scenographie at Buenos Aires. Head Professor of Visual analysis and Morphology at tha Schools of Art, Buenos Aires. Consultant Professor at the University of Buenos Aires.Emerit Professor at the University of Buenos Aires. Doktor Honoris Causa at the University of Buenos Aires.Vicedean at the School of Architecture of Buenos Aires.Coordinator of the morphological area at the School of Architecture of Buenos Aires. Conferences, seminars and masters courses on Morphology, Heuristic, Scenography, Methodology of design...since 1945 to the present in many institutions and schools all over the country. Individual expositions of scenographic design, more than two hundred stage designs performances. Special dedication in scenery architecture. Ten books and over hundred papers on heuristic, methodology of design, scenery design, morphology. President of AITEA- society of theatrical investigation in Argentina. President of SEMA- Society of morphological studies in Argentina.About twenty one rewards on scenographic design.
Pescio, Silvia. spescio@fadu.uba.ar Universidad de Buenos Aires. School of Architecture, University of Buenos Aires ( UBA), 1974 graduate. Teacher since 1975 at the School of Architecture, Design and City Planning ( FADU), UBA, she was granted by contest the position of Acting Professor of Morphology, Graphic Design in 1986 and of Titular Professor in 1993, post she presently holds. Acting Professor of Heuristica, seat held by Arch. Gastón Breyer, FADU, UBA, she is a member of the research team directed by Arch. M.Mattiello at FADU, UBA, and at the Laboratory of Visual Research of CONICET. She is a member of the Heuristic Cabinet under the direction of Arch. Gastón Breyer and of the Projectual Intelligence Project team of which Arch. R.Iglesia( FADU) is in charge. Silvia Pescio gave seminaries and presented proposals in Argentina, Chile, Brasil, France and Spain. Jury in teaching contests she published various works on subjects related to teaching and research.