Reason Behind Forms

The 355th Ginza Graphic Gallery Exhibition

"NOSIGNER REASON BEHIND FORMS"

In the course of adapting to their environment, living creatures have developed a huge variety of textures and colors. For butterflies in particularly, the ultimate choice of what texture to adopt in order to adjust to the environment is linked directly to survival. Altering one’s color and textural qualities is one of the simplest methods of environmental adaptation.

This lead to an observational experiment comparing the wings of actual butterflies with papers from the iconic Japanese paper brand Takeo. We tried to find papers resembling butterflies’ wings as closely as possible in order to undertake comparisons.
Textures in design are also like those of the natural world in that they rely on context. Contextual factors such as users, price range, reason for purchase, and so on determine what textures are effective. In some cases a design that blends in to its surrounds through imitation will survive, while in others a design that is alluringly out of place may be more effective. 

In commercial design, too, altering texture is the most simple and effective survival strategy. In the field of packaging design, for example, in order to survive in cutthroat markets, designers use a variety of papers to blend in or stand out—everything from hologram paper closely akin to the wings of a morpho butterfly to rough-textured paper similar to dry leaves.

We could say that the phenomenon observed in butterflies is a type of evolutional graphic design. Takeo is also evolving offering a tremendous variations of papers’ colours and textures to adapt into their clients’ contexts.