cover_OK.qxd 9/24/09 04:08 PM Page 1 Title: Basic Design-Thinking__Cover Client: QPL Size: 491mmx230mm Publisher’s note BASICS BASICS Gavin Ambrose Design Design Paul Harris Gavin Ambrose/Paul Harris Gavin Ambrose/Paul Basics Ethical practice is well known, taught Featured topics 08 The Basics Design series from 08 Gavin Ambrose studied at Central and discussed in the domains of brainstorming AVA Publishing’s Academia imprint St Martins and is a practising graphic defining the design problem medicine, law, science and sociology design directions explores key areas of design Design 08 designer. Current commercial practice but was, until recently, rarely idea generation through a series of case studies includes clients from the arts sector, discussed in the terms of the Applied implementation juxtaposed by key creative ‘basics’. galleries, publishers and advertising models Visual Arts. Yet design is becoming Contemporary work is supported DESIGN agencies. He is the co-author/designer prototyping an increasingly integral part of quantitative and qualitative by concise descriptions, technical of several books on branding, our everyday lives and its influence researching the design expansions and diagrammatic packaging and editorial design. problem on our society ever-more prevalent. samples and feedback visualisations, enabling the reader TH!NKING selection and refinement to fully understand the work AVA Publishing believes that our sketching being discussed. Paul Harris studied at London College world needs integrity; that the target groups of Printing and is a freelance writer and ramifications of our actions upon themes The eighth in this series, Design value editor. He has written for magazines and others should be for the greatest Thinking examines the ways in visualising ideas journals both in London and New York, happiness and benefit of the greatest which solutions to a design brief are n the act or practice including Dazed & Confused. He is co- number. We do not set ourselves Featured contributors approached, researched and of using your mind to author and collaborator on books about out as arbiters of what is ‘good’ or 3 Deep Design refined. The Basics Design series consider design Daniel Eatock packaging design and design principles. ‘bad’, but aim to promote discussion also includes: Format, Layout, Faydherbe/de Vringer DESIGN TH!NKING in an organised fashion for an Futro Typography, Image, Colour, Print & individual’s understanding of their Hugh Avila Finish and Grids. Mark Studio own ethical inclination. Marque Miha Artnak and Ziga Aljaz By incorporating a ‘working with Moving Brands ethics’ section and cover stamp Navyblue on all our titles, AVA Publishing aims NB Studios Pentagram to help a new generation of students, Research Studios educators and practitioners find Social Design a methodology for structuring their Studio AS Studio Myerscough thoughts and reflections in this Studio Output vital area. The Team UsLot Everywhere Webb & Webb Why Not Associates Z2 Marketing ava publishing sa [email protected] www.avabooks.ch While every effort has been taken to carry out instruction to customers satisfaction 1 2 3 4 5 6 7 8 9 10 OK CLB/HAC/N M Y NO RESPONSIBILITY liability will be accepted for errors 3 U CUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFORE UK black text DALIM AUTHORISING PRINT RUNS U258174 DLMAC7osx 24.09.2009 175# C K HE-DTP U 068 chap_1_FINAL_P1-33.qxd 8/14/09 10:47 PM Page 1 Title: Basic Design-Thinking Client: QPL Size: 160mmx230mm BASICS Gavin Ambrose design Paul Harris 08 DESIGN TH!NKING While every effort has been taken to carry out instruction to customers satisfaction 1 2 3 4 5 6 7 8 9 10 OK N M Y NO RESPONSIBILITY liability will be accepted for errors 1 U CUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFORE black text DALIM AUTHORISING PRINT RUNS U258174 DLMAC7osx 14.08.2009 175# C K HE-DTP U 068 chap_1_FINAL_P1-33.qxd 9/3/09 01:17 PM Page 2 Title: Basic Design-Thinking Client: QPL Size: 160mmx230mm An AVA Book Published by AVA Publishing SA Rue des Fontenailles 16 Case Postale 1000 Lausanne 6 Switzerland Tel: +41 786 005 109 Email: [email protected] Distributed by Thames & Hudson (ex-North America) 181a High Holborn London WC1V 7QX United Kingdom Tel: +44 20 7845 5000 Fax: +44 20 7845 5055 Email: [email protected] www.thamesandhudson.com Distributed in the USA & Canada by: Ingram Publisher Services Inc. 1 Ingram Blvd. La Vergne TN 37086 USA Tel: +1 866 400 5351 Fax: +1 800 838 1149 Email: [email protected] English Language Support Office AVA Publishing (UK) Ltd. Tel: +44 1903 204 455 Email: [email protected] Copyright © AVA Publishing SA 2010 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without permission of the copyright holder. ISBN 978-2-940411-17-7 10 9 8 7 6 5 4 3 2 1 Design and text by Gavin Ambrose and Paul Harris Original photography by Xavier Young www.xavieryoung.co.uk Production by AVA Book Production Pte. Ltd., Singapore Tel: +65 6334 8173 Fax: +65 6259 9830 Email: [email protected] All reasonable attempts have been made to trace, clear and credit the copyright holders of the images reproduced in this book. However, if any credits have been inadvertently omitted, the publisher will endeavour to incorporate amendments in future editions. Design Thinking While every effort has been taken to carry out instruction to customers satisfaction 1 2 3 4 5 6 7 8 9 10 OK N M Y NO RESPONSIBILITY liability will be accepted for errors 2 U CUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFORE black text DALIM AUTHORISING PRINT RUNS U258174 DLMAC7osx 03.09.2009 175# C K HE-DTP U 068 chap_1_FINAL_P1-33.qxd 10/6/09 03:45 PM Page 3 Title: Basic Design-Thinking Client: QPL Size: 160mmx230mm 2 3 Client: Futro Fanzine Design: Futro Design thinking: Logo appropriation forces people to consider the parallels between large corporations and religion Futro Fanzine This poster, created by Futro, appropriates a famous fast-food logo and adapts it to the context of organised religion by making it appear like a church building or bishop’s mitre. The appropriation transfers the fast-food brand characteristics and colour scheme to the new context and implies that organised religion is akin to a massive global brand with great marketing muscle. The design questions how people view both large corporations and religion. Design thinking While every effort has been taken to carry out instruction to customers satisfaction 1 2 3 4 5 6 7 8 9 10 OK N M Y NO RESPONSIBILITY liability will be accepted for errors 3 U CUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFORE black text DALIM AUTHORISING PRINT RUNS U258174 DLMAC7osx 06.10.2009 175# C K HE-DTP U 068 chap_1_FINAL_P1-33.qxd 8/14/09 10:07 PM Page 4 Title: Basic Design-Thinking Client: QPL Size: 160mmx230mm Contents Introduction 6 How to get the most out of this book 8 Frost Design NB Studio Studio Myerscough Stages of thinking 10 Research 34 Idea generation 48 The design process 12 Identifying drivers 36 Basic design Stage 1 – Define 14 Information gathering 38 directions 50 Stage 2 – Research 18 Target groups 42 Themes of thinking 56 Stage 3 – Ideate 20 Samples and Inspiration and Stage 4 – Prototype 22 feedback 46 references 60 Stage 5 – Select 24 Brainstorming 66 Stage 6 – Implement 26 Value 70 Stage 7 – Learn 28 Inclusion 74 Example project 30 Sketching 76 Presenting ideas 80 Contents Design Thinking While every effort has been taken to carry out instruction to customers satisfaction 1 2 3 4 5 6 7 8 9 10 OK N M Y NO RESPONSIBILITY liability will be accepted for errors 1 U CUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFORE black text DALIM AUTHORISING PRINT RUNS U258174 DLMAC7osx 14.08.2009 175# C K HE-DTP U 068 chap_1_FINAL_P1-33.qxd 8/14/09 10:08 PM Page 5 Title: Basic Design-Thinking Client: QPL Size: 160mmx230mm 4 5 Futro Studio Output Peter and Paul Refinement 82 Prototyping 134 Implementation 152 Thinking in images 84 Developing designs 136 Format 154 Thinking in signs 86 ‘Types’ of prototype 140 Materials 158 Appropriation 92 Vocabulary 144 Finishing 162 Humour 96 Media 166 Personification 98 Scale 168 Visual metaphors 100 Series/Continuity 172 Modification 102 Thinking in words 108 Words and language 110 Type ‘faces’ 118 Thinking in shapes 120 Thinking in proportions 124 Thinking in colour 130 Glossary 176 Contents Conclusion 188 Acknowledgements 190 Contacts 192 Working with ethics 193 Design Thinking While every effort has been taken to carry out instruction to customers satisfaction 1 2 3 4 5 6 7 8 9 10 OK N M Y NO RESPONSIBILITY liability will be accepted for errors 1 U CUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFORE black text DALIM AUTHORISING PRINT RUNS U258174 DLMAC7osx 14.08.2009 175# C K HE-DTP U 068 chap_1_FINAL_P1-33.qxd 9/3/09 01:22 PM Page 6 Title: Basic Design-Thinking Client: QPL Size: 160mmx230mm Introduction ‘You cannot hold a design in your hand. It is not a thing. It is a process. A system. A way of thinking.’ Bob Gill, Graphic Design as a Second Language Design is an iterative process and design thinking is present in each stage of the journey from client brief to finished work. Different solutions can be produced for any given brief and these can differ widely in levels of creativity, practicality and budget. This book aims to present an overview of the design thinking involved at each stage of the design process: the methods used by designers to generate and refine creative ideas, the key considerations that help shape them and the feedback and review elements that allow design teams to learn from each job and contribute to future commissions.