Chapter 02

IMPORTANCE
OF DESIGN

What is design, its historical roots and structuring. Industrial design, graphic design and their key role in creating ambient media.

2.1

DEFINITION
OF DESIGN

// Etymology

The English word design is derived from the Latin de-signare, meaning to mark, to highlight. It gradually also acquired the meanings "to plan" and "a plan". Design as a discipline integrates an enormous amount of knowledge and skills with intuition — understanding the basics of form and composition, applying emotions, manipulating colors, understanding semiotics.

"
To design is much more than simply to assemble — it is to add value and meaning that are contained in the work process.
Paul Rand
"
Design is a discipline that integrates an enormous amount of knowledge and skills with intuition — understanding the basics of form, composition, semiotics and visual signs.
Adolf Loos, 1932 (cited in Samara, 2008)
2.2

HISTORY
OF DESIGN

The history of design is an inseparable part of general history. The design profession was formed during the Industrial Revolution, although radical views claim that the designer existed from the moment humans began using tools. The archetype of the designer for many historians is Leonardo da Vinci, who synthesized knowledge of technology, science and art in his work. Although the roots of design reach back to the pre-industrial era, the design profession in today's complex sense was formed in the 18th century in Great Britain.

Prehistory
Origins of design
Radical theory: the designer existed from the moment humans began using tools. Leonardo da Vinci — the archetypal designer.
18th c.
Industrial Revolution — Great Britain
Transformation from craft to industry. James Watt (steam engine) and Josiah Wedgwood (ceramics) — pioneers of the specialized design profession.
19th c.
Michael Thonet — Czech connection
Founder of bent-wood furniture manufacturing. In the Czech Republic, responsible for establishing the designer's professional position.
Present
Design as a multidisciplinary field
Design is now closely linked to advertising and promotion. Graphic design and industrial design are key to creating ambient media.
2.3

STRUCTURING
OF DESIGN

Division of design by areas of application. Industrial and graphic design are the most important for ambient media.

🏭
Industrial Design
A specific branch of product and system creation that optimizes their function, value and appearance. IDSA: outputs are sketches, technical drawings, 3D models and functional prototypes. Key for physical AM installations.
🎨
Graphic Design
Creating visual concepts to commission and for a specific purpose. "Design is about how it looks — but that cannot be separated from what it says and what it does." (McWade, 2011). Dominant for the communication layer of AM.
🌐
Web Design
A design area focused on creating functional websites or applications. Relevant for digital components of ambient media and secondary online distribution.
👗
Fashion Design
A field focused on the aesthetic and functional process of creating clothing and footwear. Overlaps in AM with wearable formats and body-based installations.
🌸
Floral Design
Designing and creating artworks focused on decorating interior and exterior spaces. Overlaps in environmental AM installations.
🤝
Service Design
A relatively new conceptual field dealing with the planning and implementation of customer-friendly innovations in the services sector. (SDN, 2016)
2.3.1

INDUSTRIAL
DESIGN

The Industrial Designers Society of America defines industrial design as a specific branch of product and system creation that optimizes their function, value and appearance. Industrial designers develop products based on data analyses from both the manufacturer and the end customer.

In the context of ambient media, industrial design is taking on an increasingly dominant role. Not only the aesthetic and functional aspects — but especially interaction design with elements of contextual continuity when applied to the final product.

// Outputs of industrial design
  • 01 Sketches — ideas, references, study and memory maps
  • 02 Technical drawings
  • 03 3D model / functional model
  • 04 Functional prototypes → production launch
2.3.2 — 2.3.3

GRAPHIC
DESIGN

Graphic design and advertising share one specific goal — to inform the public about goods, services, news, opinions or ideas.

// Graphic design vs. advertising
Samara sees a conflict in that advertising merely informs about a product it wants to sell, while graphic design strives to convey its message and provoke a reaction. In practice these two hearts have united — advertising makes extensive use of graphic design.

Graphic design differs from other artistic disciplines in its intent — that intent is defined by the client and only then expressed by the author. The resulting product is not a personal statement as it is for a painter.
// 4 key questions (Eliška, 2016)
  • Intent and goalDefinition of objectives reflecting the marketing strategy toward customers.
  • Means and methodsChoice of visualization type and specific requirements for photographs, illustrations, etc.
  • TimelineAgreed upon by both parties, taking into account potential changes from the client side.
  • BudgetFixed and variable components; client changes lead to budget increases.
Categories of graphic design (Gomez-Palacio & Vit, 2009)
Identity design
Creating logos + defining colors, typography and other elements of a brand's visual identity.
Branding
Collaboration of designers, researchers, copywriters and others to create brand value and positioning.
Environmental design
Navigation systems, interiors, graphic treatment in museums, restaurants, shops, train carriages.
Icons and symbols
Creating icons and symbols for phone and computer UIs, warning signs, Olympic symbols.
Information design
Accumulation of information through graphic elements, presenting data in a comprehensible form. Newspapers, textbooks, TV, dynamic online data.
Magazine / Book design
A specific field dealing with the graphic layout of magazines and books.
Poster design
A narrowly focused field of poster creation, very often overlapping with artistic areas.
Cover design
The cover as a purchase decision factor — graphics, choice of material, surface finish (matte/gloss).
Interactive design
Grew with the internet, second wave of expansion with touchscreen devices. Key property: intuitiveness.
Multimedia design
Bringing static images into motion in films, advertisements, websites, outdoor spaces or mobile devices.
"
My colleagues are already tired of how often I use the word simplicity. What interests me in everything is the question mark — interest or the desire to buy a book, watch a film, or attend a festival.
Aleš Najbrt — leading Czech designer, 2012
More chapters: ← Theory Design Principles → Categorization →