Basics Design: Design Thinking

Client: Design:Ian Macleod Distillers Navyblue

Design thinking: from the typical tradition-A divergence

and heritage-based approachcreates an exciting and

unique alternative

Ian Macleod DistillersIn its redesign of the packaging for Ian Macleod Distillers’ Smokehead Scotch whisky,

Navyblue took a divergent approach. Using the traditional approach to branding forScotch whisky as a starting point, Navyblue branched out to create an unusual and

unique design. Thus, instead of taking a history- and tradition-based approach to thepackaging, it produced a young and energetic image, focusing on the inherent

qualities and flavours found within the product.

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Design Thinking

Basic design directions

Basic design directions

ConvergenceThe coming together of two or

more entities towards a centralpoint or common ground.

DivergenceMoving away in different

directions from a common point.Also called branching out.

TransformationA qualitative change in

appearance or character.

DivergenceDivergence is the expansion or spreading out of something from a central point

or theme. This can be clearly seen in fields as diverse as market segmentationand typography. Divergence occurs as both an instigator and a response to

divergence in society at large as designers respond to changing demographics,and the increasingly diverse market segmentations of their clients.

ConvergenceConvergence is the contraction of something towards a central, more

generalised point. In design, although the overriding tendency is towardsdivergence, convergence can still be found in areas such as generic branding.

Brands nowadays often take products back to a more basic state or pre-branding time – when a tin of tomatoes was just a tin of tomatoes, for example.

TransformationTransformation involves a substantial qualitative change, such as the redesign of

a visual identity, or a repackage in order to facilitate a new distribution method.

Design Thinking

Idea generation

Basic design directions

Starting from a given point (often the

design of existing or competing products,

brands or organisations), designers can

think in specific ‘directions’ in order to

generate new ideas from existing designs.

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Thinking in images 8485

Client: Design:Trafalgar HotelSocial Design

Design thinking:representing aspects of hotelImages

services are used as icons tocreate patterns

Images can be used to communicate in many different ways as they are veryversatile and their reading can be conditioned by other factors at play during

their presentation. Images can have different cultural and social interpretationsand these can be shaped by the contexts within which they are used.

The cultural groups they are directed towards, the inclusion or exclusion ofparticular signs and symbols shared by a cultural group, the use or absence

of conditioning agents such as wit and humour and appropriation of historicalmeaning, are all factors that might influence the meaning drawn from an image.

The way an image or design is rendered also has an impact; a black-and-whitesketch conveys a different feel from a glossy print, for example.

Thinking in images

Images have the ability to convey an idea

or a lot of information very quickly, which

is why images are such a prominent part

of graphic design. As we all know, a

picture paints a thousand words, so it is

worth spending adequate time on image

selection and presentation.

Trafalgar HotelPictured are print pieces created by Social for a rebrand of the Trafalgar Hotel

in London. The designs feature patterns made up of icons that represent differentaspects of the hotel’s service. For example, a glass pattern is used for the

drinks menu and a balloon whisk for the food menu. Within the context of a retail environment, the use of patterns softens the dining experience and creates

a point of interest.

Receiving and interpreting imagesWhat this means in practice is that one cannot just show a picture of a house. The designer must think

Design Thinking about other design aspects that will condition how the viewer receives or interprets the image of the house.Does the house represent an Englishman’s castle, a home, an architectural work, a source of joy or sorrow?

Refinement

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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Captions

Key points are explained

within the context of an

example project.

Additional information

Clients, designers and the design

thinking used are included here.

Diagrams
Diagrams add meaning to
theory by showing the basic
principles in action.

Design thinking

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