I think that an underlying principle of art, specifically good graphic design, is the same principle that underlies good comedy.
Stick with me here, I’m trying to self-educate and I need to think out loud. Er, in type.
A couple of years ago, I went to an outstanding seminar on clowning taught by the legendary David “Mr. Rainbow” Bartlett. One of the reasons the seminar was so great was because it didn’t just focus on clown technique, like balloon animals or face painting or skit creation, though he did do quite a bit of that. The most valuable part of the seminar was when he explained Comedy.
That is, he explained to us why things are funny.
Comedy comes from an element of surprise. Things are funny when they aren’t what we expect them to be. Steve Martin, playing a banjo, with an arrow through his head is funny because it’s unexpected. Or at least it was in the 70s. We laugh because a man with an arrow through his head isn’t supposed to be able to wear a white polyester suit and play the banjo, and seeing it strikes us as ridiculous. Thus, we laugh.
He applied this principle to assorted clown gags. Mispronouncing words is funny because we expect words to be pronounced normally. The “Pride and Joy” cards are funny because we expect to see pictures of children, or even child-clowns, rather than pictures of cleaning products named “Pride” and “Joy.” The “Dear Moron” skit is funny because we don’t expect the letter to be addressed to the other clown.
Aside from considerations of technique, I think art is, um, art-y when it uses the unexpected to evoke a response. I think this holds true whether the art is commercial or not. An ad for a resort catches my eye because the picture of a family going snorkeling is made up of a bunch of other, smaller photos. I become curious about these other photos and look at the ad longer. Mona Lisa is smiling, which is weird first because no one else smiled in their portraits then, and secondly because she’s just smiling a little bit. I wonder why she smiles and walk away with Mona Lisa appearing in the stories my imagination makes up.
These are relatively scattered and incomplete thoughts, so feel free to add your own. I’m just at a point now where I’m asking myself, “What makes good design? What separates art from kitsch?” so I’m trying to work through these ideas.