Transcript DESIGN PROCESS

Real World Communication Studio
 Provide professional services for a client. You will research,
design, problem-solving, teamwork, visual editing, and
assessment abilities as well as utilizing a range of software
and digital photography skills.
 Students will individually pick one of the following:
o A need that they would like to find a solution for (ie waking up
teenagers in the morning). Note the solution to this problem may
result in developing a prototype (it doesn’t have to work- just to be
used in a commercial or for photography purposes) or to provide a
unique service.
o Select a local institution/organization or a school department
function or a campaign that needs to be communicated (ie the
literacy group wants to promote ‘literacy is cool’)
 They will brainstorm ideas (individually) , group some of these
ideas, evaluate these ideas and present the problem and some
solutions to the class on _________________. This is your ‘pitch’
and will be evaluated.
 Based on what is presented students will pick a project that they
think is interesting until we have groups of 4-5 people.
 Group work to further identify the client’s need and target
audience.
 As a group you will further research (interview client if there is
one) and brainstorm ideas (these will be handed in as part of
your evaluation), evaluate, redevelop, and refine you ideas.
 As a group, decide which ideas (or combinations of ideas) you
wish to move forward with. Hand in this preliminary work.
 You will be required to create:
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Using Photoshop and Indesign :
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Using Dreamweaver and Flash
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a logo ( I will give a presentation on logo design)
a poster , ad or/a trifold brochure (depending on the needs of the
client. Note that final presentation requires the use of some
original photography.
A webpage will be developed to showcase your product, campaign
or service. Utilize a bit of flash on this site (not overpowering)
Using Premiere
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Film a commercial or promotion for your product, event, or
service.
 Divide and conquer the tasks . Remember to get each other’s phone numbers
so you can keep in contact. If you would Iike I can give each of you a wiki page
to help in the coordination.
 Your final work will be presented to the class and possibly your client.
 Grading
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 Individuals will be graded on their degree of completion
of all stages of the design process. Each student is to
submit their web maps, brainstorming ideas, rough
sketches, notes and evaluations of group work as part of
their final project. Each student will also be expected to be
able to communicate the ideas behind each piece, how they
meet the client need and target audience and how the
group evaluated each idea to arrive at its decision for the
final designs.
 The design process and rough work is worth 40 % of your
work .
 You will be marked as a group as well as your individual
contributions to the project.
People can become creative if they give “ a kind of
permission to be ourselves, to fantasy, to let loose, and
to be crazy, privately.(Every new idea looks crazy at
first)…. A creative person has a fusion of primary and
secondary processes; both conscious and unconscious;
both of deeper self and of conscious .
(De Bono 1970
Identify the Problem
Define the problem, be specific. Try to capture it in one question
 What's the purpose of the project?
Information? Entertainment? Education? To attract attention? To create an image
or identity? To make life easier? To beautify? To fix a problem? To provide a
service?
 What are the requirements or specifications?
Size, colour, dimensions, budget, quantity, materials.
 When it is required?
Due dates? Cost restraints? Material constraints?
 Who is the target audience?
Students? General Public? Parents? Staff? Age? Male/Female? Income? Level?
Where do they live?
 Why is it necessary
Innovation? Upgrade? Variety? For a mark in this course?
Gather Information
 Talk to your client
 Use information from researches that have gone before
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you. Do not copy but be inspired by other work done
before you.
Gather reference material, models, samples and
examples.
Keep a file of inspirational material.
Record information
Establish a plan of procedures, look into the "state of
the art" by examining other solutions on the web.
IDEA GENERATING
Brainstorm
 Create a list of lead questions (Use the 5 w’s + H again)
 Lists of as many solutions as possible, quantity is desired
 Be spontaneous, do not edit your self, record your ideas
 Withhold criticism by suspending judgement, participants
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will feel free to generate unusual ideas
Let your ideas lead you to other areas focus on extending or
adding ideas, build on your ideas
Welcome unusual ideas, the wilder idea the better
Combine and improve ideas- good ideas may be combined
to form a single better good idea 1+1=3
Use mind maps
Sketch on paper
Group brainstorming generates a large number of ideas for
a solution of a problem (developed in1930by Alex Osborn in Applied Imagination)
Mind maps (developed by Tony Buzan)
Is another way of creating
individual brainstorming
 A mind map is a diagram
used to represent words,
ideas, tasks, or other
items linked to and
arranged radially around
a central key word or idea.
Mind maps are used to
generate, visualize,
structure, and classify
ideas, and as an aid in
study, organization,
problem solving, decision
making, and writing.
Structured graphic representation
of words and ideas produced by
brainstorming
 A person starts in the middle of
the page with the main idea,
and works out in all directions,
producing a growing and
organized web like structure
composed of key words and
images
 Each idea becomes a centre of a
new web map.
 The mapping allows you to write
down your ideas quicker than
expressing them in words or
phrases. Once the words and
ideas flow there is a need to
cluster or group them
 Find connections
 Use of lines, colours,
arrows, and branches can
be used to indicate
relationships between
the ideas generated the
mind map.
 Mind maps help organize
the information, once all
the ideas and visual
information are on the
page you can start finding
further connections and
start creating new ideas
or images.
There are some simple rules for mind mapping:
 Use just key words, or wherever possible images.
 Start from the center of the page and work out.
 Draw quickly on unlined paper without pausing, judging or
editing
 Make the center a clear and strong visual image that
depicts the general theme of the map.
 Draw Primary Branches from the Central Image.
 Create sub-centers for sub-themes.
 Put key words on lines. This reinforces structure of notes.
 Begin secondary branches, adding additional lines and
words.
 Print rather than write in script. It makes them more
readable and memorable.
 Use symbols, drawings, and colours to add life to your mind
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map. Use color to depict themes, associations and to make
things stand out. Anything that stands out on the page
will stand out in your mind.
Be bold in your use of colours.
Be bold in your thinking
Use arrows, icons or other visual aids to show links
between different elements.
Don't get stuck in one area. If you dry up in one area go to
another branch.
Put ideas down as they occur, wherever they fit. Don't
judge or hold back.
Break boundaries. If you run out of space, don't start a new
sheet; paste more paper onto the map. (Break the 8x11
mentality.)
Be creative. Creativity aids memory.
Get involved. Have fun.
Real life example
 Basically, Bettencourt Green Building Supplies is a company based in Brooklyn
, NY, specialized in providing quality green building materials to designers,
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architects, contractors and homeowners on the East Coast,USA. They have
been there for quite a long time ( around 8 years) but haven’t gained a lot of
attention from the public. Supposed that this year they want to change their
image and attract more local customer, our team were asked to research and
design their new logo.
Firstly after meeting with the client, researching about the company and
brainstorming, we have home up with the theme of the company which consist
of 3 things:
+ Eco-friendly company
+ Providing high quality supplies ( sustainable products)
+ Together with specialized service ( They are not only delivering the
product, but also give customers aesthetic suggestion/ consultant from
experienced professional staffs with strong knowledge about both the products
and specialized fields - design/architect…)
These above are the most important aspects that the company want to promote
itself publicly, in short , we can say in one sentence that Bettencourt Green
Building Supplies is a company doing their business in 2 points : delivering
high quality green building products and giving their customers valuable
aesthetic suggestions.
Our chosen concept is “Bettencourt treasures the nature”.
 Firstly we want to express the
all the aspects in the logo plus
the idea that Bettencourt will
be a key (the solution) to the
environment problems.
 However, another meeting with
the client (here is our lecturer)
has taken us to a point that our
designs have some problems:
 + If we want to put all the idea
into one logo, the logo will not
have any strong impact, because
all the elements are equally
important.
 +the Bettencourt word looks like
have been divided in to 2, the B
and the ettencourt.
 + Client however likes the idea
of the first “B” only without the
“ettencourt”, and they like how
we put 2 leaves inside the B
shape instead of using the
counters as usual. And the leaves
themselves have special
meaning too.
 After coming back home and refine our logo, we have this final one:
 We choose to present the pictorial typed logo next to the signiture,
because Bettencourt company is a new thing to most of people, and if
the B shape stand alone, they will not be able to know what is the
company and what they are doing. We recommend the company to use
this at the first time when they used the new logo, after a while when
they have already gained popularity, they can drop the signature and
keep the pictorial part.
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The pictorial part only, have some hidden meanings:
the two leaves represent two aspects in the company business.
B shape is for Bettencourt (ofcourse!)
Round shape is for protecting and make the B stronger, more
appealing, and plus circle will never goes out of style you can
believe that the logo can live long.
 +The only green leaf (which is also the only element in green in
the whole logo) represent the nature and the specialized service
of Bettencourt, which their competitors do not have.
 +The brown leaf is for the product, brown is the color of wood,
bamboo, coconut, .. which are the product materials.
 Putting 2 leaves inside the B and the B inside the circle mean B
company will be strong with their 2 concern aspects
Evaluation
 Whittle down the ideas generated to 5 good ideas
 Evaluate these ideas generated and compare each
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solution to the design criteria,
refining and modifying as required
Do your ideas satisfy the requirements
Try and choose one to three and develop it further,
possibly present these to the client
The solution should not require resources or skills the
members of the group do not have or cannot acquire
The steps to carry out the solution must be clear to all
THUMBNAIL SKETCHES
CONCEPT DRAWINGS
MOCK UPS AND PROTOTYPES
PRELIMINARY PLANS FOR CLIENT TO REVIEW
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The solutions (e.g., by testing, modelling, and documenting
results), possible revisions, and then choosing the best one.
Sometimes 3 ideas are presented to the client for their
feedback which may result in further revisions
The solution, using one or more of the following: final
drawings, technical reports, electronic presentations, flow
charts, storyboards, mockups, prototypes, and so on.
Communicate these ideas to the client
on the final solution and repeat the design process if
necessary to refine or improve the solution.
Possible projects
 Literacy committee- Creative campaign that “Reading
is Cool”
client- Mrs.Rawn
 Library- Visual promoting cues/ reminders for the
library rules. The more creative and funny the better.
Project title: Converting Library Rules to Visual Cues
client- Mr. Ross
 Help Lesoto- developing an awareness about our sister
school and the work we do for them. Possibly
encouraging donations.
client- Mrs. McKeague
 Bear- Goal to get more students and the community involved in
Bear- making it fun and engaging. Including a fundraising
scheme for planting of flowers and shrubs on the school
property.
Client- Mrs. Beaton
 French Department- promoting the learning of French
Client- Mrs.Beaton
 Chess and Games club-promotional material
Client- Mrs. Gingerich
 Play –Macbeth- A campaign for the show. A poster, a program, a
log0 (Spartan Theatre). Video ad and website design.
Client- Mr. Williams and Ms. Awwad