The vernacular refers to the native language/dialect of a group. It will be recognisable as being the
language/dialect of this particular group and of a time and place. I.e. it has specific characteristics which identify it as different-sounding from other languages/dialects. So there might be a vernacular of Huddersfield, or of ‘the street’, or of those living in rural northern villages, etc. The significant thing here is difference – the vernacular suggest a subculture, as it exists in contrast to a main or dominant culture (in this example, a main or dominant language). When we extend this definition to visual design, we’re talking about a particular style or aesthetic which characterises a recognisable group, place, time. As above. Embodied in this ‘look’ is often a multitude of social, cultural and political (i.e. deeper) meanings which reflect the ideology or beliefs of that group/place/time – so it can be a useful and interesting tool for the designer.
Again, we might think of these as being subcultural styles when placed in contrast with the contemporary dominant aesthetic of professional) design. Sometimes the term is used more casually to refer to the appropriation (a key feature of Postmodernism) of ordinary commercial aesthetics/artefacts; an ‘everyday’ and/or ‘amateur’ aesthetic – the design of the general public rather than the professional designer. Things like shop front signage, food packaging, graffiti etc might fall into this category (many of the visual elements which were taken on board as a subject of interest by Pop Artists). Because it’s so recognisable and familiar, referencing a particular time/place so evidently, it becomes very quotable – designers using it know that it will be relatable and accessible to the viewer. Sometimes it is used to create a sense of nostalgia of fondness for the past – whether or not this is a real version of the past or an idealised one. In relation to Postmodernism, the vernacular is further interesting because while situating a dominant culture in contrast to a subculture, it can also be used in a way which combines the two and so blurs the boundaries between ‘high’ (avant-garde) and ‘low’ (consumer) culture.
This is an Italian example of Vernacular. These are a collection of images taken in Italy that represents the culture and style. It is very noticeable that yellow is used a lot in these shop signs.
