galleries, publishers and advertising TH!NKING

1 UMYCK1 2 3 4 5 6 7 8 9 10 OKWhile every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISING PRINT RUNSU 068U258174 DLMAC7osx 175#CLB/HAC/NDALIMHE-DTP3 Title: Basic Design-Thinking__CoverClient: QPL Size: 491mmx230mmBasics Design 08 Gavin Ambrose/Paul HarrisThe Basics Design series fromAVA Publishing s Academia imprintexplores key areas of designthrough a series of case studiesjuxtaposed by key creative basics .Contemporary work is supported by concise descriptions, technicalexpansions and diagrammaticvisualisations, enabling the readerto fully understand the work being eighth in this series, DesignThinking examines the ways inwhich solutions to a design brief areapproached, researched andrefined.

2 The Basics Design seriesalso includes: Format, Layout,Typography, Image, Colour, Print &Finishand !NKINGBASICS08 Gavin AmbrosePaul HarrisDesignnthe act or practiceof using your mind toconsider designDESIGN TH!NKINGE thical practice is well known, taughtand discussed in the domains ofmedicine, law, science and sociologybut was, until recently, rarely discussed in the terms of the AppliedVisual Arts. Yet design is becoming an increasingly integral part of our everyday lives and its influence on our society ever-more Publishing believes that our world needs integrity; that theramifications of our actions upon others should be for the greatesthappiness and benefit of the greatestnumber. We do not set ourselves out as arbiters of what is good or bad , but aim to promote discussion in an organised fashion for anindividual s understanding of their own ethical incorporating a working with ethics section and cover stamp on all our titles, AVA Publishing aims to help a new generation of students,educators and practitioners find a methodology for structuring theirthoughts and reflections in this vital s noteava publishing sa Ambrose studied at CentralSt Martins and is a practising graphicdesigner.

3 Current commercial practiceincludes clients from the arts sector,galleries, publishers and advertisingagencies. He is the co-author/designerof several books on branding,packaging and editorial Harrisstudied at London Collegeof Printing and is a freelance writer andeditor. He has written for magazines andjournals both in London and New York,including Dazed & Confused. He is co-author and collaborator on books aboutpackaging design and design topicsbrainstorming defining the design problemdesign directionsidea generationimplementationmodelsprototypin gquantitative and qualitative researching the designproblemsamples and feedbackselection and refinementsketchingtarget groupsthemesvaluevisualising ideasFeatured contributors3 Deep DesignDaniel EatockFaydherbe/de VringerFutroHugh AvilaMark Studio MarqueMiha Artnak and Ziga Aljaz Moving BrandsNavyblue NB StudiosPentagramResearch StudiosSocial Design Studio ASStudio MyerscoughStudio OutputThe TeamUsLot EverywhereWebb & WebbWhy Not AssociatesZ2 Marketing black 9/24/09 04:08 PM Page 1 DESIGNTH!

4 NKINGBASICS08 Gavin AmbrosePaul HarrisdesignUMYCK1 2 3 4 5 6 7 8 9 10 OKWhile every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISING PRINT RUNSU 068U258174 DLMAC7osx 175#NDALIMHE-DTP1 Title: Basic Design-ThinkingClient: QPL Size: 160mmx230mmblack text 8/14/09 10:47 PM Page 1An AVA BookPublished by AVA Publishing SARue des Fontenailles 16 Case Postale1000 Lausanne 6 Switzerland Tel: +41 786 005 109 Email: by Thames & Hudson (ex-North America)181a High HolbornLondon WC1V 7 QXUnited KingdomTel: +44 20 7845 5000 Fax: +44 20 7845 5055 Email: in the USA & Canada by:Ingram Publisher Services Ingram Vergne TN 37086 USATel: +1 866 400 5351 Fax: +1 800 838 1149 Email: Language Support OfficeAVA Publishing (UK) Ltd.

5 Tel: +44 1903 204 455 Email: 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, withoutpermission of the copyright 978-2-940411-17-710 9 8 7 6 5 4 3 2 1 Design and text by Gavin Ambrose and Paul HarrisOriginal photography by Xavier by AVA Book Production Pte. Ltd., SingaporeTel: +65 6334 8173 Fax: +65 6259 9830 Email: reasonable attempts have been made to trace, clear and credit thecopyright holders of the images reproduced in this book. However, if anycredits have been inadvertently omitted, the publisher will endeavour toincorporate amendments in future ThinkingUMYCK1 2 3 4 5 6 7 8 9 10 OKWhile every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISING PRINT RUNSU 068U258174 DLMAC7osx 175#NDALIMHE-DTP2 Title: Basic Design-ThinkingClient: QPL Size: 160mmx230mmblack text 9/3/09 01:17 PM Page 2 Futro FanzineThis poster, created by Futro, appropriates a famous fast-food logo and adaptsit to the context of organised religion by making it appear like a church building orbishop s mitre.

6 The appropriation transfers the fast-food brand characteristics andcolour scheme to the new context and implies that organised religion is akin to amassive global brand with great marketing muscle. The design questions howpeople view both large corporations and : Futro FanzineDesign:FutroDesign thinking: Logo appropriation forcespeople to consider the parallelsbetween large corporationsand religionDesign thinkingUMYCK1 2 3 4 5 6 7 8 9 10 OKWhile every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISING PRINT RUNSU 068U258174 DLMAC7osx 175#NDALIMHE-DTP3 Title: Basic Design-ThinkingClient: QPL Size: 160mmx230mmblack text 10/6/09 03.

7 45 PM Page 3 Stages of thinking10 The design process12 Stage 1 Define14 Stage 2 Research 18 Stage 3 Ideate 20 Stage 4 Prototype 22 Stage 5 Select 24 Stage 6 Implement 26 Stage 7 Learn 28 Example project30 Research 34 Identifying drivers 36 Information gathering 38 Target groups 42 Samples and feedback 46 Idea generation48 Basic design directions50 Themes of thinking56 Inspiration andreferences 60 Brainstorming 66 Value70 Inclusion74 Sketching76 Presenting ideas80 Introduction6 How to get the most out of this book8 Design Thinking ContentsFrost DesignNB StudioStudio MyerscoughContentsUMYCK1 2 3 4 5 6 7 8 9 10 OKWhile every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISING PRINT RUNSU 068U258174 DLMAC7osx 175#NDALIMHE-DTP1 Title: Basic Design-ThinkingClient: QPL Size: 160mmx230mmblack text 8/14/09 10.

8 07 PM Page 4 Refinement82 Thinking in images84 Thinking in signs86 Appropriation92 Humour96 Personification98 Visual metaphors100 Modification102 Thinking in words108 Words and language 110 Type faces 118 Thinking in shapes 120 Thinking in proportions124 Thinking in colour130 Prototyping134 Developing designs 136 Types of prototype 140 Vocabulary144 Implementation 152 Format154 Materials158 Finishing162 Media166 Scale168 Series/Continuity172 Design Thinking ContentsGlossary176 Conclusion188 Acknowledgements190 Contacts192 Working with ethics193 FutroStudio Output45 Peter and PaulUMYCK1 2 3 4 5 6 7 8 9 10 OKWhile every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISING PRINT RUNSU 068U258174 DLMAC7osx 175#NDALIMHE-DTP1 Title: Basic Design-ThinkingClient: QPL Size: 160mmx230mmblack text 8/14/09 10:08 PM Page 5 UMYCK1 2 3 4 5 6 7 8 9 10 OKWhile every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISING PRINT RUNSU 068U258174 DLMAC7osx 175#NDALIMHE-DTP2 Title: Basic Design-ThinkingClient: QPL Size.

9 160mmx230mmblack textStages of thinkingAn overview of the different stages of the designprocess and the key considerations of each stageto produce a successful design, with a focus onthe design brief and project definition section looks at the stage at which information iscollected to help generate design ideas. This includesconsumer profiles and target group definitions,quantitative and qualitative information andfeedback from past generationHere we look at how designers use different methodsand sources of inspiration to generate creativesolutions to the brief. These include sketching,brainstorming and the different paradigms usedthrough design section looks at how a general design conceptcan be refined. We will examine how images, words,colour and substrates can be used to enhance the ideaand increase its ideas need to be presented and articulated totest target group acceptance and receive clientapproval.

10 Here we see how models, dummies andstoryboards can be used to convey ideas so that theycan be understood in this section looks at how ideas come to life throughproduction. Implementation must ensure that designdetails are put into effect and that the client is happywith the final Thinking Introduction You cannot hold a design in your hand. It is not a thing. It is a process. A way of thinking. Bob Gill, Graphic Design as a Second LanguageDesign is an iterative process and design thinking is present in each stageof the journey from client brief to finished work. Different solutions can beproduced for any given brief and these can differ widely in levels of creativity,practicality and book aims to present an overview of the design thinking involved at each stageof 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 detailed studies of contemporary work and analysis of the basic theories, weexamine how a designer can generate and resolve ideas to produce creativesolutions that best meet the stated aims of a brief.