Basics Design: Design Thinking

Vocabulary

Design Thinking

Prototyping

Vocabulary

An important part of design development

is establishing the design vocabulary that

will enable a piece to communicate

effectively.

Design vocabulary refers to the ways in which the elements and styles within a

design communicate. For example, the idea of ‘freedom’ can be presented using

a variety of different vocabularies, all of which will alter our understanding of the

term. Presented in a psychedelic style reminiscent of the 1960s, ‘freedom’

would have a different implied meaning than if it were presented in a Soviet-era

propaganda style. The following spreads will address some different

vocabularies or styles.

Eclecticism

The incorporation of elements from different sources allows a designer to

express a diverse array of ideas. In this way, many ideas can be communicated

to the viewer: the various sources of inspiration for a piece of work, for example,

or a reflection on the content of the product, as in the case of the example

shown opposite.

Trompe l’oeil

Trompe l’oeil is an image technique that tricks the eye into seeing something that

is not there. Designs can be made to imitate reality through their scale and

composition so that from a distance one could be fooled into thinking that an

image is real.

Abstraction

Abstraction seeks to remove elements or details of something in order to reduce

it to a group of its essential characteristics. The concise way that abstract

designs communicate key information may mean they are very efficient.

However, their reduced field of visual references may hinder understanding and

make them difficult to interpret.

Noise

Noise refers to elements within a design that serve no purpose, such as random

lines, dots or odd patterns.

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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