Front cover of the book Next nature
Next Nature is a book designed by Mieke Gerritzen and edited by Koert van Mensvoort, Mieke and Michiel Schwarz. it was published in 2005. The design of this book is really interesting, not so much because of the paper chosen, the format of the pages or the functionality, but more because of the choices made on color, as well as the fonts and basically the whole visual identity, that is closely linked to the raised subject. The relation between text and image is really particular and intense with a lot of repetitions for example. This is not the only book by Mieke Gerritzen treated in this way. Her work as a designer and artist is a study of the image culture, in relation to technologies and all kinds of digital medias. She also designed other books such as mobile minded for example, “A booklet about the mobile world of quotes, essays, statistics and factoids, all reflecting the very young state of wireless thinking”, is said on the website, showing that there is still a relation to technologies.
<code.Front/back cover of the book mobile minded
Her website transcribes this idea quite well with a lot of of images, fonts and projects coming to your eyes as you open the page. It even gets you lost a little bit.
Koert Van Mensvoort, artist, philosoph and scientist, and one of the editors of Next Nature, made a few conferences to talk about what is next nature. At a certain point, he draws a graphic comparing the things that were born and that we control (genetically modified fruits for example), those who were born but that we don’t control (the sun), and then does the same with the things we created : a car is controlled by us but a computer virus not for example.
In the end, he proposes that we think of nature as a nature caused by us : next nature.
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Image taken from the facebook/instagram page virtual experience : https://www.facebook.com/virtualexperiences.net/
The idea of next nature and the designs, visuals that join it, are present a lot on the internet. On many pages you find a lot of content with a crazy amount of information, different elements mixed together, images repeated or put there without any explanation. This is something that you find in the book, on the first pages already. When you open the book, the first two pages are heavy repetitions of photographs of dogs and of a font « next nature ». This kind of designs came, in a way, with the explosion of internet , and of a new digital era, following different artistic domains. For example, codeine/purple trippy visuals or videoclips mostly came with new rapers such as yung lean for example, with his music « ginseng Strip 2002 » . The video came out in 2013, but contains a lot of references to things that were popular in 2002. A lot of music artists consider this video clip as a revolution because of the raping style that is slower, along with the instrumental, but also the visuals for the video clip, and the outfit he’s wearing. For a lot of people, this is at the origin of a whole fashion/music trend that has been really popular the past years. In his videoclip « Hurt », you find a lot of visuals that are old computer/digital styled, often absurd and colorful, really similar to the book’s visuals.
Screenshot from the video clip of Yung Lean - Hurt, on youtube.
The interesting thing is that this book next nature came out in 2005, but in 2005 only 9 % of the world population was using internet while now it’s 55.1 %, knowing that we are also more on earth. So, this kind of visuals were a lot less common in these days. The title next nature was actually more than accurate because it anticipated a lot of things.
As i said earlier, the content of the book is a lot about new technologies and medias, and so is focused on modern society, in a way : « in this world it is perhaps fitting that we can now – thanks again to our technologies – also manipulate the images of nature ». Most of the images chosen in the book are symbols you find in big cities or famous logos remade with different colors, like the apple logo made as a pear for example. Even the use of pop culture images (Nike P.18 ; Coca cola P. 30) is recurrent.
Images from the book Next Nature
You can see that one of the main topic of the book is the consumer society, something also present on internet with “memes”, on social medias for example. It is humor, of course, but often about technologies, politics or the actuality, so it’s still an analysis of the modern society, even most of the time a criticism, in it’s own way. In the book, they’re almost using these modern society symbols as a lifestyle, a way to use social medias, to wear clothes, to talk, to write, to listen to music. This kind of designs take the side of accepting and amplifying the fact that we are over exposed to a big quantity of information nowadays. It’s like if they were ironically trying to like this society. For example, P.113, the supermarket is compared to a neighborhood, because it has everything : theater, a club… « The supermarket […] as lifestyle ». This crazy quantity of information is translated by the fact that each page is really different : some fonts or colors come back in the book sometimes but the display of the elements, or backgrounds, is always changing.
front and back cover from Everyone is a designer in the age of social media
Mieke Gerritzen also published a book called : « everyone is a designer in the age of social media ». For me, this goes with the idea that us, the spectators, can now take a major role in the visual identity of objects, ideas and that by sharing it, liking it, we actively chose the way we treat the information we receive and have a role in what our designs look like. It also goes with the idea that nowadays, we, as humans, are designing our nature, the next nature.
https://miekegerritzen.com/books/
https://www.nextnature.net/2006/07/save-our-next-nature-buy-the-pocket/
https://miekegerritzen.com/vision/
https://miekegerritzen.com/exploding-the-world-of-graphic-design/
https://www.facebook.com/virtualexperiences.net/
Koert Mensvoort: Next Nature. design by Mieke Gerritzen, Rietveld library number: 754.2 nex 1
