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Substantial Changes in Graphic Design with the Emergence of Generative Design Processes 2019 I Index Universidad Internacional de La Rioja Máster Universitario en Diseño Gráfico Digital Substantial Changes in Master in Digital Graphic design Graphic Design with the Emergence of Generative Design Processes Cambios profundos en Diseño Gráfico con la Aparición de los Procesos de Diseño Generativo Master’s thesis/ Trabajo fin de Máster (Trabajo Tipo 1) Presented by / Presentado por: Schimpf, Anna Veronica Donostia, 04.02.2019 Director / Directora: Moñivas Mayor, Esther “Design is where art and science break even.” – Robin Mathew 19/09/2018 Anna Veronica Schimpf _ Máster en diseño Gráfico Digital _Substantial changes in Graphic Design with the emergence of Generative Design processes _2019 i Index 0_ Abstract 1 0_ Resumen 2 1_ Introduction 1_ Introduction 3 1.1 Introduction 3 2_ Framework 1.2 Justification 4 1.3 Approach 6 3_ Goals & Method 1.3.1 Approach of solution 6 1.3.2 Scope and boundaries 7 1.3.3 Goals and focus 7 4_ Design Generative 1.4 Structure 8 2_ Basic Research Framework 9 5_ & Future Present 3_ Goals & Method 11 3.1 Initial hypothesis and general research goal 11 6_ Creation 3.2 Specific research questions 12 3.3 Method 12 3.3.1 A comprehensive literature review for goals 1 and 2 12 7_ Conclusions 3.3.2 A practical approach for goal 3 16 20/09/2018 8_ References Anna Veronica Schimpf _ Máster en diseño Gráfico Digital _Substantial changes in Graphic Design with the emergence of Generative Design processes _2019 ii 4_ Understanding the Generative Design phenomenon 19 4.1 Introduction to Generative Design 19 4.2 Key concepts and definitions 20 4.3 Generative Design 21 4.3.1 How generative design is different from traditional design 22 4.3.2 Main applications of generative design in the present 23 1_ Introduction 4.3.3 How generative processes work in practice: a quick introduction 26 4.3.4 History and origins of generative design 27 4.3.5 How and where are generative processes being applied in graphic design? 29 2_ Framework 4.3.6 Why this need for generative design? Sociocultural aspects 34 4.3.7 How the design process changes with generative tools implied 36 4.3.8 Scientific background: authors of reference in generative design research 39 3_ Goals & Method 4.3.9 Conclusions 49 5_ Present and future of Generative Design: Some essential questions 50 4_ Design Generative 5.1 Question 1: Generative Design: Will it last in time? 50 5.2 Question 2: Why is graphic design lagging behind? 53 5.3 Question 3: Will generative methods extinguish designers? 57 5_ & Future Present 5.4 Question 4: How to prepare for the future? 61 6_ Graphic creation and layout of this document 66 6_ Creation 7_ Conclusions and future research 69 7.1 Conclusions 69 7_ Conclusions 7.2 Future research 73 21/09/2018 8_ References Anna Veronica Schimpf _ Máster en diseño Gráfico Digital _Substantial changes in Graphic Design with the emergence of Generative Design processes _2019 iii 8_ References 75 Index of figures 84 9_ Appendix 86 Appendix I: Original code of the generative tool 86 Appendix II: Spreadsheet of work-related data used by the generative tool 89 1_ Introduction Appendix III: Images 92 2_ Framework 3_ Goals & Method 4_ Design Generative 5_ & Future Present 6_ Creation 7_ Conclusions 22/09/2018 8_ References Anna Veronica Schimpf _ Máster en diseño Gráfico Digital _Substantial changes in Graphic Design with the emergence of Generative Design processes _2019 1 0 Abstract 1_ Introduction Keywords: Generative design, Graphic design, Generative design methods are gaining importance in all the design industries. Responding to Communication design, Computational Creativity a detected lack of research on generative design (GD), especially in graphic design, this thesis provides an overview of key concepts, history, areas of application and state of the research 2_ Framework on the topic. Based on insights from this overview, four essential unanswered questions are addressed, leading to some main conclusions about the present and future of generative design. Generative design is found to be a revolutionary method of creation that initiates a new era in 3_ Goals & Method design and possibly humankind, making it very probable for it to last in time. As a main reason for graphic design lagging behind in the application of generative processes, the concept of the “linguistic gap” is introduced. There is a great linguistic difference between the psychological and 4_ Design Generative aesthetical concepts on which graphic design problems are based and the algorithmic language of computer code. This makes it difficult to define and evaluate generative processes in graphic design. Concerning the changing role of human designers in the generative design process, 5_ & Future Present algorithmic thinking and programming are identified as essential skills for designers in the near future. Addressing a further away future, it is stated that a complete substitution of human designers by generative Artificial Intelligence (AI) systems is probable. In a critical debate, the 6_ Creation implied economic, social, cultural and ethical problems in this kind of future are discussed. As the main approach to prevent possible problematic consequences of generative design in the future, a change in design education and general education is recommended. Lastly, a practical 7_ Conclusions application of generative processes in graphic design is proposed in the layout of the thesis document and conclusions are drawn from the corresponding learning and creation process. 23/09/2018 8_ References Anna Veronica Schimpf _ Máster en diseño Gráfico Digital _Substantial changes in Graphic Design with the emergence of Generative Design processes _2019 2 0 Los métodos de diseño generativo están ganando importancia en todas las áreas del diseño. Resumen Respondiendo a la escasez de investigación sobre diseño generativo, especialmente aplicado al área de diseño gráfico, este trabajo proporciona una síntesis de los principales aspectos 1_ Introduction clave de este tema, incluyendo sus conceptos esenciales, su historia, aplicaciones y el estado Palabras clave: Diseño generativo, Diseño gráfico, de la cuestión. Basado en la información recopilada, se detectan y tratan cuatro preguntas Diseño de comunicación, Creatividad Computacional esenciales acerca del presente y futuro del diseño generativo que no han sido respondidas adecuadamente hasta la fecha. El diseño generativo se identifica como método revolucionario 2_ Framework de creación que inicia una nueva era en Diseño y probablemente en la historia de la humanidad. Por ello, se considera un fenómeno cuya perduración en el tiempo es muy probable. Como una de las principales razones por las que el diseño gráfico lleva cierto retraso en la aplicación 3_ Goals & Method de métodos generativos, se introduce el concepto del “abismo lingüístico”. La gran diferencia entre los conceptos psicológicos y estéticos que definen problemas de diseño gráfico y el lenguaje algorítmico del código computacional hace que la definición y evaluación de procesos 4_ Design Generative generativos sean una tarea muy difícil en diseño gráfico. Respecto al profundo cambio en el papel del/la diseñador/a humano/a en el proceso de diseño generativo, el pensamiento algorítmico y la programación se detectan como habilidades clave para los/as diseñadores/as en un futuro 5_ & Future Present cercano. En cuanto a un futuro más lejano, se expone que una sustitución completa del/la diseñador/a humano/a por sistemas generativos de inteligencia artificial es probable. A través de un debate crítico, se exponen las problemáticas económicas, sociales, culturales y éticas que 6_ Creation traería consigo un futuro de este tipo. Como posible manera de prevenir estas consecuencias problemáticas del diseño generativo a largo plazo, se recomienda un cambio en la educación de diseño tanto como en la educación general. Finalmente, con la maquetación del documento de 7_ Conclusions trabajo fin de máster se propone una aplicación original y práctica de métodos generativos en diseño gráfico y se exponen conclusiones obtenidas a través del proceso correspondiente de aprendizaje y creación. 24/09/2018 8_ References Anna Veronica Schimpf _ Máster en diseño Gráfico Digital _Substantial changes in Graphic Design with the emergence of Generative Design processes _2019 3 1 Introduction 1_ Introduction When I started working on this project, I wasn’t aware of the fact that being a that we should critically look at. One of the big innovations of this augmented designer these days meant living a moment that will probably be classified as era is the appearance of generative design (GD). In (computational) historical in a few years. I think many of my colleagues are not aware either. generative design processes, the designer cedes part of their control to By launching this work, I hope to bring some light into the dark. a programmed system which autonomously creates ideas or solutions to 2_ Framework the creative problem based on a certain code or algorithm. Incorporating 1.1 Introduction generative processes into design stands for a paradigmatic change in our use of tools. These can now, for the first time in history, be used in an active 3_ Goals & Method rather than a passive way (Guida, 2014a). Knowing the problem to solve Currently, we find ourselves in times of great change. “This is the and our specific restrictions and criteria, generative tools can autonomously Conti (2016) talks about the beginning of a new era in next stage in create problem-solving solutions that could not have been
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