Session 1-TD 2 PDF

What we will discuss today Design definition Pros & cons of the profession Personal and professional features of designer Principle of good design Design evolution Jugaad innovation Concept of Design Concept of design Today the word “design” is insanely popular and is used in m...

What we will discuss today Design definition Pros & cons of the profession Personal and professional features of designer Principle of good design Design evolution Jugaad innovation Concept of Design Concept of design Today the word “design” is insanely popular and is used in many different phrases, which are applied to a variety of objects of real and virtual worlds. Design definition “Design is a creative activity whose aim is to determine the formal qualities of industrial products. Those characteristics include the external features of the product.” Design definition There are shorter definitions: “Design is an engineering of an aesthetically organized form of practically useful objects.” or “Design is a creation of useful that is beautiful at the same time.” Design definition Anything can be a design object (an iron, a car, a book, an advertising leaflet), including any graphic element of the virtual world (a button, an icon, a banner), as well as the text information. Profession of designer Designer is a “one-man band”. Depending on the working area, he needs not only the artistic skills and an ability to distinguish harmony from chaos, but also knowledge from different areas, which are remote from the art. Profession of designer Pros & Cons of the profession Pros: Creative self-expression. Of course, it is quite limited by various requirements and trends, but it is still necessary. Huge variety of fields and specializations; plus you have an opportunity to realize your potential in several or in all design areas. Interesting job. Participation in various projects, which may relate to completely different areas and tasks, will not certainly let you get bored and suffer from the monotony of work. Ability to work remotely at flexible hours. You can work at home, at night. Pros & Cons of the profession Cons: Possible crisis of the creative expression. As a result you do not want to and cannot do anything. A designer is often required to be able to do everything at once. And if you are not able to do that, then sorry. Continuous learning and increase of knowledge. Irregular working hours. It operates in both directions. Sometimes you will freely dispose your time and work in comfortable hours; but in other cases you will have to work day and night, seven days a week in order to meet deadlines of the project. PERSONAL AND PROFESSIONAL FEATURES OF DESIGNER Personal features of designer 1. Assiduity. Let’s start by saying that the computer graphics, without which the designer cannot do, requires a lot of patience and hard work at the stage of its investigation. Personal features of designer 2. Diligence. It is necessary to be comfortable with endless reworks and “modifications” of the same layout, and requests to apply overused fonts and “to jazz it up”. And do not be surprised in a result the very first “hasty” version will be adopted 3.Pedantry. A good design differs by carefully worked-out details. Personal features of designer 4.Communication skills. Very often, you have to prove or explain something to someone, so it is just necessary to know how to find right arguments and present them properly. Personal features of designer 5.The ability to be comfortable with the criticism and be adequate in general. An artist is allowed to behave bizarrely, but a designer, especially a beginner, cannot afford himself that luxury Personal features of designer 6.Responsibility. Well, it’s just in case, so that it won’t be forgotten. Professional features of designer 1. Creativity. You must have “creativity”. It means an ability to invent something new that can cause a surprise or even a sense of delight. Professional features of designer 2. Impeccable usage of tools. knowledge of the computer graphics programs alone is not enough, but also you have to understand design principles and modern trends, and to develop a subtle sense of style and aesthetics Professional features of designer 3. An impressive background not only in your specialization, but also in related areas of design, an interest in the design and art history. And it also would not hurt to understand marketing, economics and psychology. Professional features of designer 4. A strong interest in profession, causing a strong desire to stay on the edge, track trends and explore new technologies. PRINCIPLES OF GOOD DESIGN Principles of good design 1. Good design is thorough down to the last detail. Care and accuracy in the design process show respect towards the consumer. Principles of good design 2. Good design is unobtrusive. Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Principles of good design 3. Good design is environmentally friendly. Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product. Principles of good design 4. Good design is aesthetic. The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being. But only well-executed objects can be beautiful. Principles of good design 5. Good design has as little design as possible. Less, but better — because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity. Principles of good design 6. Good design makes a product understandable. It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory. Principles of good design 7. Good design is long-lasting. It avoids being fashionable and therefore never appears antiquated. Unlike a fashionable design, it lasts many years — even in today’s throwaway society. 8. Good design is innovative. Technological development is always offering new opportunities for innovative design. Principles of good design 9. Good design makes a product useful. A product is bought to be used. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it. Example of design evolution We need design since there is human on earth. But design takes time to appear. Design was created to answer to a problem then design a solution Example of design evolution How computer evolve Design process Design happen when we need to plan creation for a group of people. To design, you follow a process of creation. Design process In Italy, Europe, to build a big church never made before, the architect Brunelleschi design a project (year 1420: 6 centuries ago) Design process In design history, people tend to ask for improvement on usage and functionality. Design process But on the other side, it is also the question of feature, usability, comfort… JUGAAD, INDIA. JUGAAD INNOVATION A design movement based on smart and low cost ideas that change life. Do more with less Find new usage of daily objects JUGAAD INNOVATION A design movement based on smart and low cost ideas that change life. Do more with less Find new usage of daily objects VIDEO OF JUGAAD INNOVATION Jugaad Innovation exercise Group of 2 people Think of hard situation and find a simple solution Sketch your idea Write short description of your idea What we discussed last week Concept of design Personal and professional features of designer Principle of good design Jugaad innovation Topic to be covered Concept of Composition Law of Composition The Concept of Composition Beauty What is beauty? Beauty is an aesthetic category, designating perfection, in which the object provides a perceptual experience of pleasure or satisfaction of the observer. Beauty what is a feeling of “aesthetic pleasure”? Beauty Beauty serves someone’s selfish purposes. Beauty In Soviet times, no one was worried about how the product looks. FASHION AND STANDARDS OF BEAUTY Try to imagine something very beautiful. FASHION AND STANDARDS OF BEAUTY FASHION AND STANDARDS OF BEAUTY Web design. Today so-called flat-design is fashionable. Composition “composition”, meaning depends on your previous experience Composition In the visual art, composition means “the placement or arrangement of visual elements in a work of art” Composition The Laws of Composition THE LAWS OF COMPOSITION Three fundamental laws: 1. The law of equilibrium 2. The law of unity 3. The law of subordination. The Law of Equilibrium Equilibrium a state in which opposing forces or influences are balanced. Exercise 1 1. Create a document with a white background and the size of 600×400 px 2. Use Brush Tool and set it up so that the print will look like a small point with clear contours 3. Draw a dot and use move tool to move The Law of Equilibrium In this case the space is balanced by itself. The right part equals to the left part, upper part equals to the lower part. Exercise 2 1. We will increase the point size to the small circle, and create another slightly larger circle. 2. Find for these objects optimal positions that do not disturb the general equilibrium. The Law of Unity The Law of Unity Unity - the state of being united or joined as a whole The Law of Unity Lack of unity – design that is chaotic & difficult to view The Law of Unity In order to maintain unity, the elements of any structure should have a uniting goal. In order to achieve internal unity, elements mustn’t be definitely in contact or very close to each other. Elements can be located in different corners of the composition, but they can still maintain an invisible non-contact link. Exercise 3 1. Create 7-8 objects of rectangular shape. 2. Place them on the white space, given the law of unity. 3. You can place objects straightly or rotate them at any angle. Exercise 3 The Law of Subordination The Law of Subordination Dominate & Subordinate When one or more of the five elements of design are emphasized measurably more than any others, they are dominant Dominate & Subordinate Subordination is simply any of the five elements that are emphasized less than the dominant ones. Dominate & Subordinate Dominate & Subordinate Exercise 4 1. Create 5-6 objects of different shape and play with their arrangement, trying different techniques to highlight the composite center 2. Arrage Dominate & Subordinate layout What we discussed last week Concept of Composition Law of Composition Topic to be covered Composition means – Artistic Image Shape as a means of expression Symmetry in composition Harmonization of the composition Open and closed composition Compositional Means ARTISTIC IMAGE A work of art communicates with man through artistic images. Any artistic image can have many interpretations and all of them will be true. ARTISTIC IMAGE Looking at a work of pure art, we find in the soul emotions. The design also communicates with us through images. ARTISTIC IMAGE Picture of Ivan Kramskoi “Portrait of an unknown woman”  ARTISTIC IMAGE Painting by Alexei Savrasov “The rock have arrived” carries the invisible image of spring, express in state of joy and purity.  ARTISTIC IMAGE Road sign in the first case is perfectly clear, where and what should we go. But the second option raise many questions. MEANS OF EXPRESSION OF THE ARTISTIC IMAGE Since children hood, we used to draw, we used to sculpt, we used to build castles from sand or from details of building kit, clearly trying to convey some content of our children’s thoughts. Shape as a Means of Expression of the Artistic Image Line The nature of the line is very important. For example, a curved zigzag line like a zipper looks quite aggressive and points out the danger. Wavy line looks quite friendly, resembles water.  Line Traditionally on the diagram the growth rate is noted in such direction  Line Directionality of the ends of the line upward resembles a smile and has a positive character. The extreme points of the line that are lowered down mean the opposite. Line Warning of the danger such direction of electric shock Circle and Oval The circle is a closed line, the dynamics of which is continuous and uniform. In different cultures circle is a symbol of creator, harmony, perpetual motion. Circle and Oval The choices of logo with round elements for the insurance company. Circle and Oval Logo for medical center. A cross can be inscribes in the circle, as a symbol of life. Cross This figure comprises two intersecting lines and, depending on the context and position, may be interpreted differently. Cross Road sign with cross say: Stop is prohibited. Square and Rectangle It just so happened that we live in a square and rectangular world. Most of objects that surround us have just such shape. Square and Rectangle The square shape in logos of banks and financial institutions is used quite often. This logo is designed to form the confidence of customers Triangle The triangular shape that is at the end of the line indicates the direction of the motion. It expresses the desire for power and growth. Triangle Three stripes of the logo of Adidas form a mountain and symbolize the obstacles arising on the way of each athlete SYMMETRY IN COMPOSITION SYMMETRY IN COMPOSITION SYMMETRY IN COMPOSITION Butterfly wings best reflect the desire of the nature to symmetry. SYMMETRY IN COMPOSITION Exercise 1 Create one symmetrical and one asymmetrical compositions based on geometric figures. Exercise 1 - Answer Asymmetry Symmetry  HARMONIZATION OF THE COMPOSITION HARMONIZATION OF THE COMPOSITION HARMONIZATION OF THE COMPOSITION consist of Proportions Rhythm Nuance Contrast Identity Proportions These points are eye-catching visual centers. You should place in these areas the elements which attract the most attention Proportions When we divide the whole into two unequal parts, there are many variations of the ratio between the whole and one of its parts, and between two separate parts. Proportions The rectangle with a golden aspect ratio will be the most pleasing for the visual perception. Proportions Each new rectangle, which remain when we cut off the square from the golden rectangle, will be also gold Proportions The spiral of shell is constructed according to the rule of golden section Rhythm Take a look around and listen: you will feel the rhythm. For example: Music that plays in your headphones Windows of a nearby building Pedestrian crossing When you move, you create your own rhythm, stepping evenly, step by step. Rhythm We see a reflection of this important feature in works of art and in products of design. Rhythm Window are in a perspective, they shrink evenly. Rhythm Meander is a prevalent type of ornament. Here is its meter Rhythm Persian carpet. Meander of this carpet is quite complex. Rhythm Contrast Contrast, when it comes to art, is achieved when opposite elements are arranged together. The contrast is achieved by the maximum degree of quantitative difference between separate parts of the composition. For example, large and small, thin and thick, black and white. Contrast New York is a city of contrast. A contrast is the best reception for advertising. Nuance Nuance means a subtle difference in meaning or feeling. In the context of art, the term refers to a slight difference effected in color or tone in a painting. The term nuance originated from French nuer which means to shade or cloud. Nuance Nuance of color will be very important for the sleeping room. Identity The use in a composition of objects, that are identical in the qualitative and quantitative characteristics, is called identity. Dynamic/Static Static shows no change. It is characterized by a lack of movement, animation, or progression. Dynamic can be described as possessing or displaying energy/force or motion. Dynamic/Static Static in the logo of the famous brand arises due to the symmetry. Dynamic/Static There is no symmetry and the logo look dynamic. Dynamic/Static It’s a quite static composition, and all because of the intersection of two hands at right angle Dynamic/Static Rhythmically repeating cubes on this poster create a dynamic effect. Dynamic/Static When you use dynamics in composition, you should consider the psychological factor of perception. The movement from the left lower corner to the top right corner is perceived by us as something positive Dynamic/Static OPEN AND CLOSED COMPOSITION OPEN AND CLOSED COMPOSITION Open composition is when a picture extends out and beyond the picture frame. OPEN AND CLOSED COMPOSITION Closed composition is when all object are closed within a border and does not go past the edge of the picture frame. OPEN AND CLOSED COMPOSITION An example of an open composition. OPEN AND CLOSED COMPOSITION An example of a closed composition. Exercise 2 Create examples of open and closed compositions. What we discussed last week Composition means – Artistic Image Shape as a means of expression Symmetry in composition Harmonization of the composition Open and closed composition Topic to be covered Coloristic Color is sensation Vision Physiological effect of color Psychological impact of color Coloristics COLOR — SIGN AND SYMBOL Imagine our world black & white. watch a black & white movie. COLOR — SIGN AND SYMBOL Now, mentally try to go out in Grayscale mode. Cross the road Now try to find your motorbike in a parking Go to a clothing store  COLOR — SIGN AND SYMBOL In the absence of color, our world would be completely different. We are accustomed to the fact that colors identify many significant events COLOR — SIGN AND SYMBOL A traffic light is a good example of color usage. Its shades are not chosen by chance COLOR — SIGN AND SYMBOL Why is the forbidding signal indicated in red? Why yellow ? Why green ? COLOR — SIGN AND SYMBOL Now imagine that you are watching broadcast of sports. A scoreboard displays results of sportsmen from different countries. How to understand which is which? Color is Sensation  Color is Sensation Color as about a property of an object , given that we can experience color sensation even with our eyes closed. Many species of living creatures, including human being, have a vision sense Vision The human eye is a stunningly complex device that can perceive light. But we cannot even imagine how much we do not see! Only a small range of the electromagnetic spectrum, the so-called visible spectrum, is available to our eye Vision Vision The light wave strikes the eye retina, the outer layer of which consists of a special photoreceptor cells: the rods and cones  PHYSIOLOGICAL EFFECT OF COLOR The light wave perceived by our eyes able to cause some reactions In alternative medicine there is even such a concept as color therapy. PHYSIOLOGICAL EFFECT OF COLOR Physiological effect of color - RED The ancients believed it is healing. Red is a sign of health, red raises blood pressure, respiratory rate and body temperature. Physiological effect of color - ORANGE It acts as red, but with less efficiency. Orange walls in a café or restaurant, and orange crockery can certainly increase a number of meals ordered by a client. But fatigue is not too strong. Physiological effect of color - YELLOW It stimulates brain activity. From what we can conclude about the use of the color for classrooms design. This color is able to cure your insomnia and skin problems. Physiological effect of color - GREEN Its task is to stabilize, balance Try to appear in a green dress at an interview or meeting with a customer. In general, the color does have a calming effect. Physiological effect of color - BLUE It reduces muscle tension, reduces pain and has an antiseptic effect. Physiological effect of color– DARK BLUE It calms even better than blue. It treats kidneys, lungs It has a strong effect on the nervous system. In general, if you are tired, dark blue can fix it. Physiological effect of color – VIOLET This color is the exact opposite of red. It reduces activity and appetite. It calls for inaction PSYCHOLOGICAL IMPACT OF COLOR Psychological impact of color – GRAY It is an absolutely neutral color. It is not annoying, but not relaxing. It may be chosen by those ones who are very tired or are in a state of emotional stress (eg. at an exam). Psychological impact of color – GRAY Gray is an attempt to hide, conceal, remove all shades of mood. In general, gray is neither good nor bad. Psychological impact of color – DARK BLUE The color of tenderness, love and affection. Color blue is a quite good choice for a corporate style of companies providing travel services, hotels, homes and recreational centers. Psychological impact of color – DARK BLUE It is the color of spiritualized thoughts and deep emotions, where there is not a drop of irritation. Library, Drama Theatre, Art Museum. Psychological impact of color – GREEN The color of willpower and patience. It is chosen by people that are in need of confidence. Perhaps, the color is the most suitable for a variety of medical facilities, and health and fitness centers. Psychological impact of color – GREEN Logo of the Starbucks coffee bar chain. Coffee lovers are business people and they are limited in time, everyone rushing somewhere. Psychological impact of color – GREEN Insurance companies can also play on a green solution. The color of possession and, as a result, self confidence. Psychological impact of color – RED It reflects the thirst for activity and victories in various part of life. Sport, wrestling, speed — that is what represents this color. Psychological impact of color – RED The color of passion and aggression. Red is always a challenge, but not everyone is ready for a competition.  Psychological impact of color – YELLOW Light and lively, delicate and cheerful. The color of relaxation and relief from the things that oppress a soul. People, who gravitate towards yellow, are waiting for happiness, or hope for it. Psychological impact of color – YELLOW Famous tires provide easy and fun (in a good sense) trip! So relax and enjoy driving Psychological impact of color – VIOLET The color of Magic! It is interesting that this color is often chosen by adolescents and pregnant women. An excellent choice for everything which is characterized by "magic", "secret", "mysterious", "strange", "creative" Psychological impact of color – VIOLET The color is the main thing of this logo of an advertising agency. “We are not like everyone else. We are very unusual!” Psychological impact of color – BROWN This color is darkened mix of red and yellow. The color of relaxation, comfort, coziness, and everything that is connected with a physical body. It is chosen by those who want to relax in quiet. Psychological impact of color – BROWN Corporate identity of a restaurant in brown looks cozy and appetizing Exercise 1 Surely you have a favorite piece of music. What color is it? Create an abstract composition. Let it convey your feelings when listening to a melody through shapes and colors. Do not forget to attach a music file to a color composition.