Archive for January, 2006



Why 5×5?

Published on January 31, 2006

Okay, that’s a lot longer story than I’ll write tonight, but maybe it would be more accurate to say “Why 5×5 instead of 1×1, 2×2 … 12×12?”

This mp3 file contains the answer. It’s about 17 minutes long (21MB), originally from a tape, so apologies for the recording quality.

In a printmaking class at the University of Iowa, I conducted a focus group using my classmates as test subjects. I had just started work at an ad agency in Des Moines, and the techniques of advertising made a big impression. It seemed so much more … scientific than I’d thought, and in retrospect, maybe the idea that creativity could be governed by that level of research seemed a little sinister, both to me, and for the audience. I digress.

There were about 12 people in the class, including the head of the printmaking department, and a TA that I really liked, but whose name I can’t remember. And then a bunch of really talented classmates, whose names I also can’t remember. Although one of them dates my former roomate’s friend Josh and they live together in San Fran.

I prepared stamped cards with one each of my 1×1 through 12×12 motifs, and asked participants to choose one they liked, and then talk about why/why not. Just listen.

Questions?


Seth Swanson

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