Confluence of technology and art

Branding, product design or marketing, businesses are now experimenting with various technologies

Technology is reshaping art. Around the world, artists are increasingly turning to new technologies to create better. These innovations can also prove to be persuasive and powerful tools for businesses to grow.

With every passing year, the relationship between art and technology is braided stronger. New ways and tools to mix different media, materials or to enhance the process of design and creation are emerging every day and are proving useful for businesses as well.

Laser brush strokes, digitisation of sketches, light structures, floor drawings, moving through coloured beams and smoke, interactive art and three dimensional (3D) demonstrations, are some of the recent technological developments being used by artisans.

Another invention that has been added to the pool of art automation is ‘the ever changing painting’. A wall-climbing robot called Vertwalker armed with paint, pen and a software program ensures that paintings follow a pattern with fixed or variable periodicity. And thus, the painting keeps on changing every time you see it.

Though technology has made creation easier, automations wouldn’t have succeeded without creativity and art. One such artist is Eric Standley, a professor in Virginia. He makes art out of paper precisely cut by a laser. After drawing the design he cuts out the shapes that when layered over one another, form a 3D version of his drawing.

Of art and businesses

Art and the corporate world need each other. In the recent times, people have started engaging with brands on their own terms and companies need to connect with people both emotionally and digitally. This is where creativity and art comes into the limelight to align the brand with heads and hearts through interactive designs and messages.

Branding, product design or marketing, businesses are now experimenting with various technologies like Light Emitting Diodes (LED), crystal screens, computer sensors and 3D printing among others for both print and digital marketing. In collaboration with the promotional power of social media, such works often provide great opportunities and attract a lot of attention among masses.