Social value of Design Invention & Innovation

• Design is basic to all human activity

• A problem solving activity

• Challenge to standards

• Overcoming limitations & Blocks

Design must be informed by

• Ecological• Social

• Economic &

• Political environment

Good responsible design should develop tools & abilities to facilitate;

1. Teaching & Training

2. Medicine, Surgery & Hospitals

3. Sustainable Human Life Under Marginal Conditions

4. Experimental Research

5. Breakthrough Concepts

A Good Responsible designMediated communication

Should not encourage or portray;

1. Stereotypes2. Lying

3. Children in inappropriate ways4. Violence5. Nudity

6. Women as sexual objects7. Inappropriate social behaviors

8. Oppression9. Cruelty towards animals

10. Discrimination on the basis of gender, color, race, nationality or religion

11. Insensitivity to ecological issues

A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

A monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol.

A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition

Celebrity endorsements – using well known people to promote their product

Product comparison – showing how their product is superior to another

Price comparison – showing how their product is a better deal than another

Selling a dream or lifestyle – showing how their product will make your dreams come true

Selling with sex – showing how their product will make you popular with the opposite sex

Selling sentiment - connecting their product to cherished emotions

Celebrity endorsements

Celebrity Endorsement

What Is Good/Bad Taste?

Given: Mainstream, Manufactured, the make belief world,Print & electronic media, film, architecture, advertizing

• You are what you have. Our life can change if we buy different• Anxiety about money, discontent, Fear, Inadequacy

• Persuasion by showing transformed people, images of alternative way of life

• Envy, Manufacturing Glamour• Model is the god/goddess, Perfected humans

Mediated communication

Issues• Milk, Water, Ice cream, Tobacco, Soft drinks, Junk food, medicines

Acquired: Classical, Generational, Continuity, History & HeritageSound; language, literature. Image; icons (Buddha, Jesus)

Architecture; monumentsFine Arts

Unmediated communication

Limitations

• Biological

• Habit

• Morality

Blocks

• Perceptual• Emotional

• Associational• Cultural

• Professional• Intellectual

• Environmental

We all experience the above blocks

Fountain: Marcel Duchamp

Wheatfield & crows. Vincent Van Gogh

Sleep: Salvador Dali

How to look at an imagePlan of study

1. The image, genre, medium, size2. Source of subject3. Setting; location, description4. Arrangement; composition, hierarchy5. Centre of interest within work6. Supreme motive; theme, artist view7. Color; light & shade, symbolism8. Texture9. History; when/where/why10.The artist; biography, influences, style

Elements of Design

• Composition • Line, Planes

• Shape and Form

• Space

• Color

• Texture

Principles of Design

• Balance• Contrast• Emphasis• Harmony• Variety• Unity• Gradation• Movement• Rhythm• Depth• Proportion

Midterm Exam

1. Geometries of being2. Ways of seeing

3. Advertising Image

Gestalt laws, elements & Principles of Design

Film: The seventh seal by Ingmar Bergman