Writing about the Armory Show comes with a caveat: people lie. Ask a dealer if they’ve made any sales, and they’ll often say “yes,” whether or not they’ve actually sold anything. Often, though, those tales reveal themselves. Some lies come with errors. This year, for example, a dealer told us collectors only buy at the […]
Back in January, I wrote about the latest marketing ventures involving GIFs. The corporate GIF is trending, and it’s easy to make. So easy, in fact, that according to design firm InVision’s “7 Tips for Designing Awesome Animated GIFs,” all you need is expensive editing software. Just pop a video into a program like ScreenFlow, and it’ll spit out a GIF.
Sample line: “Here at InVision, GIFs aren’t just for goofing around — they play a powerful part in our marketing and education.”
As if there’s just two reasons for making a GIF; either you’re doing it for the lulz or for “marketing and education.” There should be other reasons to create, other than raising the humor level or expanding the knowledge of your product.
How’d I get around to reading about InVision? Tom Moody, who mentioned InVision’s “vision” for vid-based GIFs on his blog—and offering his own seven tips on how to make anti-fleek, GIFs that have nothing to do with marketing. Those tips, reprinted below.
1. Choose your targets wisely. Would this look more funny/stupid if broken?
2. Find an online image editor. Start messing around with the settings.
3. Does your broken GIF look too much like “glitch art” or “datamoshing”? Back to the drawing board. Avoid “art” cliches.
4. What is your purpose behind breaking the GIF? Are you making a philosophical point about entropy or is this just for “lulz”?
5. Who is your intended audience? Is it an art audience or a “funny junk” bulletin board? (Related to No. 4 above.)
6. Does the GIF really look broken or just badly made? (Think about that, too.)
7. Always pad listicles out to odd numbers.
(Above GIF by You Are Mean Computer; pretty sure it both makes a “philosophical point about entropy,” and lulz.)
GIFs break down the moving image, frame by frame. What about when those images contain words? That’s when we get concrete poetry GIFs, like those made by poet Alex Turgeon for Rhizome’s “Poetry as Practice” commission series. Here’s a snippet from Alex Turgeon’s concrete poetry site, “Better Homes & Gardens Revisited,” the first in the Rhizome series; you’ll need to make your way over to scroll through the entire poem.
This week will not be defined by free time. Bjork opens this week at MoMA; for a bag of money you can see it before the public does at The Armory Show’s benefit for MoMA. Anicka Yi will debut a new bacteria made out of women at the Kitchen. Bleeps and bloops will be heard at the Museum of the Moving Image. Or you can spend your weekend sitting at a computer at the 2015 Art + Feminism Wikipedia Edit-a-thon.
Our entirely biased, completely compromised listing advises readers to head out to “Art and the Cloud,” a discussion about collecting digital art moderated by AFC’s Paddy Johnson. Panelists include controversial art advisor and collector Stefan Simchowitz, collector David Diamond, independent curator and consultant Myriam Vanneschi, and Transfer Gallery founder Kelani Nichole.