zoe abrams

Drawing & Painting portfolio

What is a “trunk”? Part of a car, elephant, or tree? Or is it luggage? People perceive this word differently, based on their experiences, cultural backgrounds, or interests. Design is similar. One’s personal experience of art and its impact differs from another’s. Design can communicate a different message than intended because art is subjective. Part of being a designer is presenting your work to the world with the understanding that the viewer might see it differently than intended.

For example, I designed a book cover for an assignment, choosing the theme “Damaged Type”. My mind flashed back to 2020: the world in lockdown and the country consumed by cultural unrest, my eyes glued to the Black Lives Matter protests wreaking havoc on NYC’s aesthetic.

I was inspired to highlight the words “Damaged Type” in a unique typeface, extending outward to reflect the city skyline. I introduced the concept of physical damage by enveloping the skyline in smoke, weaving it between the buildings, and intertwining it with the typeface. Smoke was taking over the city, rising from the unrest of the protests. Rich in history and solid infrastructure, New York City can be a fragile place, vulnerable to darkness and haze. But there is hope, as smoke eventually clears. The finished product felt powerful. If this was the essence of graphic design - combining words, ideas, and images to project complex layers of emotions - then I wanted more.

Interestingly, someone viewing the piece interpreted it differently. They thought that it was about air pollution and climate change, not the fragility and resiliency of New York City. This disappointed me. I felt I had not successfully conveyed the intended message. As a designer, I’ve since realized that a successful design captivates your viewer’s imagination and guides them towards unfamiliar perspectives. A piece created with one message in mind may be seen and understood differently through an individual’s lens. The purpose of design is not to tell people what to think, but to encourage others to form their own perspectives about the world.

Creating this piece was challenging, both creatively and emotionally, but I am better for having completed it. I am now a more active citizen and pay closer attention to the news and how society responds to these events. Design can help make sense of our current problems and give us the perspective needed to find solutions. This book cover has ironically not left me damaged, but inspired me to connect with the outside world more. I love that this piece represents New York City and its inhabitants. In the end, the smoke clears, and as long as we learn from the past, we’re better prepared to create a brighter future.

Design is not about the visual work done, but about the message that the final work conveys. My goal is to invite the viewer to draw their own conclusions rather than being forced to see mine. It is okay if my message is different from their interpretation. Design is a vessel to carry a meaning to others, whether or not that meaning was exactly intended.