An Introduction to Design Theory

An Introduction to Design Theory

overview of presentationsome definitionsform and contentdesign process (observe,make,reflect)sketchbooktime-managementclichecritique

The what of design

• both a noun and a verb

• dictionary definition: to plan, to organize

• solving problems visually

• universal application, inherent in art, commercial, industrial, fashion, film, 2D, 3D, 4D, etc

The what of design• Composition

• “chaos control”

• purposeful arrangement of visual elements within a defined field/frame (page,canvas,space)

• establish relationships between elements

• creating a relationship between form and content

Form and Content• Form+Content= meaning

• Form= visual aspect, the elements and principles seen

• Content= subject matter, story, or information (function)

• Content is what artist/designer wants to say, form is how its said

• formal/aesthetic vs conceptual

Form and Contentexamples: Fed ex logo, Google Doodles

Form and Contentexamples: Noma Bar’s anti-gun crime poster,

Picasso’s Guernica

2010

1937

one distinction between “Art” and “Design” is that the former involves a richer, more complex, or ambiguous

relationship between form and content

The how of design

• How Do I Design?

• Interaction of Intuition and Intention

• Design Process = (in no particular order) observing, making, reflecting

Continuum of artistic process

The how of design

• Observing = being curious, open and attentive, looking, gathering sources (natural, cultural, scientific, etc), research, sketchbook or visual journal

• Making = experimenting with materials, “thinking with material”, developing a process, negotiating a mastery

• Reflecting = analysis, understanding what/how it is made, how to improve, the “critique”

• Repeat

Your Sketchbook• Your best tool, keep it with you always!

• test out many ideas/compositions quickly

• “thumbnails”

• record/scrap image sources, text, image research

• brainstorm, “visually think”

Time- Management

• know due dates (critique days)

• make most of class time

• plan, prioritize, work sequentially

• be prepared, have needed materials

• when in doubt, crank it out! Take risks!

• sometimes you can turn a flaw into a feature

Avoiding cliches • a cliche is something

overused or predictable, trite

• work through the cliche towards the surprise

• make different associations, novel connections and transformations

• cliche can work ironically but tricky to pull off

• when in doubt, ask

• cliche-phobic

The critique• constructive, description and

analysis

• 1 on 1, or group process to increase understanding of strengths and shortcomings

• more objective, less subjective

• occurs after project is finished, earlier can stifle process

• use criteria list on assignment sheets to prepare