Subtle Middle Route:The Context of"Modernity"and Exploration of Indian NID Design in the 1960s～1970s
In the 1960s and 1970s,India's NID was rooted in the practical needs of post-colonial economic development and adopted a strategy of taking an intermediate route in its design.This study combines the background of the Cold War and the context of India to analyze the three main reasons why NID design chose the middle path in the context of modernity during this period and interprets the core content and value system of its"good design"ideology.The subtle middle ground refers to the NID design taking a compromise,cautious choice,and critical approach under factors such as Cold War confrontation and economic assistance,rural handicrafts and modernization goals,traditional values,and postcolonial thinking.This route clearly expresses India's desire to avoid falling into the"re-colonization"of consumerism,presenting a phenomenon of government-led design rather than market-led design,a practice of design-serving ideology.The study revealed that from the traditional Lota to Gandhi's"hand loom revolution",and then to the NID design education model,there are Indian style imprints based on co-creation.There are two principles coexisting in NID design:one is the carefully selected subtle intermediate route;The other is the co-creation that continues from tradition,which lays the foundation for innovation in Indian style"good design".Finally,it is pointed out that the co-creation of NID design has transformed into a social participation model,which can alleviate cultural segregation between different castes and eliminate the boundary between traditional handicrafts and design.
NETL
NSTL
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