Close All Laptops Please
Only the right half of the class may use their laptops.
As per the online survey sent out last week, this week's lecture is built from your questions.
Design vs. Art
Where is the line?
Put simply, this is a contentious issue:
- Design has a clear function?
- Design sends a consistent message?
- Design is clearly understood?
- Design is rational?
- Design has a clear audience?
To Design, or, Not to Design
That is the question
The design thinking process:
- Understanding and defining the problem
- Determine how to interpret the problem
- Generate potential solutions
- Evaluate your solutions
- Iterate as necessary
Understanding the Problem
As part of this, there are a couple different areas we had questions in:
Some of the design objectives you inquired about included:
We can have different purposes for design, each with its own set of considerations.
The Soviets made heavy use of propaganda posters to communicate messages to the masses.
Designing an Ad
Design for Everyone
"If you design for everyone, you design for no-one."
- Followers of Buddhism or Hinduism
- Those who survived concentration camps
At a macro level, we can look at the differences in what the colour yellow conveys to a North American culture as opposed to Japanese culture.
At a micro level, we can consider what a car would mean to an environmentalist as opposed to a 16-year old.
Design Subjectivity Then
The Swiss School of design (circa 1950-1960's) believed that design could be made rational, objective and pure in its communication.
Design Subjectivity Now
Our modern belief is that it is impossible to be entirely rational about design. That one should embrace your own biases or interpretations as potential strengths in design.
Design research begs, borrows and steals from a variety of disciplines with the intention of better understanding the problem, or testing the solution. Image on right from "Just Enough Research" (Erika Hall, 2013)
Solving the Problem
Knowing what the design problem is, means that we can approach solving it. But what if you get stuck when generating ideas?
When to Pick Visual?
When a message could be made clearer or supported by a visual representation, consider visual communication design.
How Do I Pick a Form?
- Teenagers with friends who might be pressuring them to smoke
- Adults who smoke that are frustrated with the increasingly smaller and more distant smoking areas
- Children in kindergarten with parents who smoke
Visual Communication in FilmsArt of the Title
Remember that we can put together principles, as well as have one principle create or affect others.
How Do I Get Inspired?
But I Don't Have Ideas!
You do, you just haven't been forced to explore them before.
Solving Problems Visually
Layout and Principles
The same principles we have learned apply to layout design; to direct and guide our attention through text and image.
White-space comes into play in a big way when we are communicating elegance and dealing with complex series of information.
Colour is most often used to convey additional emotional meaning. We can talk about 'exact' meanings of colours, but it is generally better to discuss them in 'moods'.
There are different cases in which you may want to play with contrast, but remember that low contrast means harder-to-separate, where as high-contrast means easier-to-separate.
Rules, Rules, Rules
What are they good for?
Remember that while we talk about design 'rules', rules are often broken by designers to achieve a certain effect or statement. Rules are a sort of 'standard', working without them emphasizes something not-normal.
Do I Have to Use Them?
Remember that the rules form a series of methods through which you can ensure your message is clear. It is up to you to decide how many, and how to apply them.
Why do some ads work better than others?
Andrew's argument: They're better designed.
Psychology and Design
Designers can often use psychological rules or concepts to their advantage when assembling a design. For example:
- Pattern recognition and perception
- Memory and recollection
- Emotion, reward and addiction
How to Gain Our Attention
Why Doesn't Advertising Focus on Product?
How Do We Grab Attention?
Why Might We Obscure a Message
How Do We Design for Disabilities?
How Do I Engage Someone on a Deeper Level?
Two major questions came up in this category:
- Why photography?
- Why not more software?
Photography is heavily focused on because it tends to be the most accessible form of visual communication. Illustration would be great to cover as well, but as I've mentioned before; this is not a drawing course.
What Kind of Tech Should I Start With?
Why Not More Software?
The software is just a tool, that you can work with better if you understand the theory.
How do I learn what a minimum font size for my poster should be? How big should my photos be for print?
The answer is how big is the final design?
Assessing a Design
How do we know its a good design?
This is where we ask what is the function? and does it fulfill it?
What is the Hardest Part of Becoming a Good Designer?
Process (and critique).
What Makes a Good Designer Good?
Process (and critique).
How Do I Make My Work Stand Out?
Knowing your competition.
Why Does it Matter?
Where am I going to use this stuff?
I'll be talking about a couple different things:
- Design's influence on our world
- Application in other domains
- Potential careers
You experience hundreds of designs on a daily basis. Consider what using a computer would be like without the heavily design graphical user interface.
Application to Other Domains
Visual communication principles can be applied broadly across different domains. Some things to think about:
- Building better slides
- Building better posters
- Knowing when data lies
- The design process
- Facilitating communication
Building Better Slides
Many of the design principles can be applied to building better slides.
Building Better Posters
Knowing When Data LiesFive Ways to Lie with Charts
The Design ProcessDesign Thinking for Educators
Visual communication design offers you another avenue through which to convey your message, beyond purely words or oration.
- Advertising designer
- Brand identity developer
- Layout designer
- Creative director
- User interface designer
Can I Be a Designer Too?
IAT Courses for Non-Majors
I cannot recommend any of these courses for non-majors without a strong caveat that you are interested in the course and doing the work.
Some stream options:
- Digital Image Design (IAT-100), to New Media Images (IAT-202) or Interactive Art (IAT-222)
- Graphic Design (IAT-102), to Spatial Design (IAT-233) or Information Design (IAT-235)
P02 General Feedback
- Process was generally much better
- Analysis was lacking why the pairing contributes to the message not just what is the pairing
- Mislabelling pairings, or just not labelling at all
- Four different image-text pairings were required
- Label your sections clearly please
- Citing portions of images that are not yours
- Quality of deliverables
- "People hate cats"
P03 is due next week before lecture, apart from any physical deliverables (i.e. flipbooks) which can be handed in at the beginning of lecture.
- Digital photography = PDF
- Text+image combinations = PDF
- Graphic narratives = PDF (physical copy optional)
- Flipbooks = PDF + Physical copy before lecture
- Stop-motion = YouTube or Vimeo link in PDF
Please pull out any materials you have for P04.
- Explain your idea to your idea to your neighbour in 2 sentences or less
- Ask eachother to identify your position or purpose
- How does the form you have chosen influence your idea?
- Is the message clear? What concerns might their be?
Bonus Office Hours
Tomorrow (Friday) from 10-11am at Nature's Garden Cafe.
Remembering to Think Visually (Exam Recap)
How to Contact Andrew
- Thursdays 1:30-2:20pm outside of AQ 3182
- Mondays from 10:30-11:20am on the SFU Surrey mezzanine
- Tuesdays from 12:30-1:20pm on the SFU Surrey mezzanine
- By email appointment
- Email: firstname.lastname@example.org
- Phone: 778.782.9747
- Office: Room 2816 (SFU Surrey)