What is (not) Design

8/13/2019 What is (not) Design

1/44

disegno

used during Renaissance, in practice meant drawing.described the conceptualizing phase.all artists engaged in design as part of their creative activities.design was not yet considered a full-time profession.


2/44

William Addison Dwiggins

is credited with inventing the term ‘graphicdesign’ in 1922 to describe his various activities inprinted communications, like book design, illustration, ty-pography, lettering and calligraphy.


3/44


4/44

What is not

DESIGN?


5/44


6/44


7/44


8/44


9/44


10/44


11/44


12/44

Sydney A. Gregory, 1966.

to design is to planfor the ful llment of human satisfaction.


13/44

Finding the right physical componentsof a physical structure.

Christopher Alexander, 1963.


14/44

Decision making, in the face of uncertainty,with high penalties for error.

Morris Asimow, 1962.


15/44

A goal-directed problem-solving activity.

Bruce Archer, 1965.


16/44

Simulating what we want to make beforewe make it as many times as may be neces-sary to feel con dent in the nal result.

P. J. Booker, 1964.


17/44

The use of scienti c principles, technicalinformation and imagination in thede nition of a mechanical structure,machine or system to perform speci edfunctions with the maximum economy andef ciency.

Geoffrey Bertram Robert Fielden, 1963.


18/44

Relating product with situationto give satisfaction.

Sydney A. Gregory, 1966.


19/44


20/44

The imaginative jump frompresent facts to future possibilities.

Page, 1966.


21/44

Changing existing situationsinto preferred ones.

Herbert Simon.


22/44

Design is the conscious effortto impose a meaningful order.

Victor Papanek.


23/44

Design is to initiate change in man-made things.

John Chris Jones.


24/44

Graphic Design


25/44

An electrician isn’t an opinion former, buta graphic designer is. My argument is thatall graphic designers hold high levels ofresponsibility in society. We take invisible ideasand make them tangible. That’s our job.

Neville Brody.


26/44

Graphic design is a visual language unitingharmony and balance, color and light, scaleand tension, form and content. But it is also an

idiomatic language, a language of cues and punsand symbols and allusions, of cultural referencesand perceptual inferences that challenge both

the intellect and the eye.

Jessica Helfand.


27/44

Graphic design is a creative process thatcombines art and technology to communicateideas. The designer works with a variety ofcommunication tools in order to convey amessage from a client to a particular audience.

AIGA.org


28/44

Graphic design is the activity that organizesvisual communication in society. Quality ingraphic design is measured by the changes itproduces in the audience.

John Frascara.


29/44

Lucky Strike case


30/44

“…owing to its

impeccable whiteness,the Lucky packlooks, and is, clean. It

automatically denotesfreshness of contentand immaculate

manufacturing.”Raymond Loewy, 1942.


31/44

“...cleanliness and Americanness

gave the Lucky Strike packet

an American image, whichensured it a national market.

A member of any ethnic group

could identify Lucky Strike asan American cigarette by virtue

of the pack’s conspicuous

cleanliness, and perhaps, bypurchasing a packet, instantly

feel part of American culture.”

Adrian Forty


32/44


33/44

No design works unless it embodies ideasthat are held common by the people forwhom the object is intended.

Adrian Forty.


34/44

The ‘double diamond’ design process model,Design Council, 2005.


35/44

9. Redesign/Reimplementation

8. Testing and Evaluation

7. Prototyping

6. DevelopmentalWork

5. Choosing theSolution3. InformationGathering

2. Framing of adesign brief

1. Analysis andInvestigation

4. Generation of AlternativeSolutions

Design process model,Hutchinson, 1991.


36/44

Design process model,Chicago Architecture Foundation.


37/44

Design process model,Don Koberg and Jim Bagnall, The Universal Traveler , 1977.


38/44

User-CenteredDesign

a.k.a Human-Centered Design

User-centered design is an approach to design that grounds theprocess in information about the people who will use the product.The design processes focus on users through the planning, designand development of a product.

Diagram of a UCD process from the ISO 13407.


39/44

Specify context of use

Specify requirementsEvaluate designs

Create design solutions

System satis esspeci ed

requirements

Identify need forhuman-centered

design

Specify the context of use: Identify the people whowill use the product, what they will use it for, andunder what conditions they will use it.

Specify requirements: Identify any business require-ments or user goals that must be met for the prod-uct to be successful.

Create design solutions: This part of the process maybe done in stages, building from a rough concept to acomplete design.

Evaluate designs: The most important part of this pro-cess is that evaluation - ideally through usability testingwith actual users - is as integral as quality testing is to

good software development.

g p


40/44

Wire Design(http://www.wiredesign.com/page/selected_ projects/wire_design/0,0,0,0.html)

BIG-Brand Integration Group, 2002 What is your anti-drug?

Case studies


41/44


42/44

The only important thing about design ishow it relates to people.

Victor Papanek.


43/44

I never design a building before I’veseen the site and met the people whowill be using it.

Frank Lloyd Wright.


44/44

Paul Bennet, Design in the Detailshttp://www.ted.com/talks/paul_bennett_fnds_design_in_the_ details.html.

What is (not) Design

Documents

Transcript of What is (not) Design