Wednesday, November 23, 2005
The Brief
Here is a transcript of the brief if you have lost it or not got a copy you can access it here and by the end of the week via blackboard too.
Brief:
Home is a three-week rotation. It introduces the generic research theme of the home through an investigation of branding and packaging. There will be a series of research tasks that will be undertaken within the following areas: sketchbook work, material manipulation, typography and presentation.
Aim:
To introduce you to the topic of the home to enable you to create
a resolved design solution.
The brief looks at how product designers translate our experiences by creating, reforming, transforming and inventing new design solutions for/with/about everyday living. As a designer or illustrator it is your task to understand how to communicate our experiences of our everyday living and to illustrate communicate, illustrate, augment, document these as graphic design solutions. By researching everyday living in the home you will be able to explore the design of labelling as a subversive or pervasive graphic. You need to understand what labelling and branding are to be able to subvert or pervade normative usages of this advertising and promotional material.
Objectives:
You will be able to...
• Research your own chosen site such as your own home and conduct generic research on the definition of home.
• Present your findings in a simulated ‘design meeting’ with a group of
other students.
• Use a blog to discuss design solutions, problems and further discussion.
• Develop and demonstrate a range of ideas to create design solutions by considering, labelling and branding.
• Using an existing container such as a tin or box, design the labelling and possible further packaging of this container. The contents of the container are the manifestations of collected research on the home.
Procedure:
a. The first week will consist primarily recording research in the sketchbook. This should include research of your home and the generic definition of the home is, for example, ways of living. Designers and writers of design theory must be reviewed. This included the work of Marshall McLuhan and/or Bruce Mau. Six pages of sketchbook research will be completed.
b. A critique on Thursday 24th November will introduce you to the idea of the ‘pitch.’ research produced for Thursday will be presented by all students and discussed during the critique. Each student will take on board the work of others to now explore a wider context of the home. This will introduce students to the group work.
c. A further exploration of branding and labelling must be conducted ready for Monday 28th November. A further three pages of research will be generated.
d. Exploration will be an ongoing process of collating, selecting and manipulating materials through a series of manipulation and deconstruction processes.
c. Investigations of the home will enable you to produce a personal dialogue of ideas and concepts as well as an overall view of the ideology of ‘home.’
d. The second week of study will continue to work on a range of isolated characteristics of the home and how to realise this as a labelling exercise. The final outcome must have both text and image. Two design options must be realised. In other words two different outcomes must be produced ready for a final critique/pitch.
Resource Requirements:
Old clothes, A3 or A4 sketchbook, all materials on the materials list provided and the following: tracing paper, plastic acetate, and ‘found objects' mobile phones. You do need Internet access for this brief.
Deadline:
End of your three week rotation………….
Assessment:
1. 11-12 pages of sketchbook research
2. Two design options of labelling/packaging (any size) on the theme of the home. They should be presented as flat work that can be presented on A1 mount board. The design options themselves should not exceed 30X30cm. It can of course be a series of labels and can be smaller than this maximum size.
3. One mocked up container with labelling and packaging.
4. One written statement (no longer than 100words) documented in the sketchbook but to be presented as part of your final design ‘pitch.’
Further Information:
Historical and contextualisation:
Past and present artists and designers and agencies of interest: The Why Not Associates, Pentagram, Neville Brody, Tibor Kalman, David Carson, Stephan Sagmeister, Gert Dunbar, Cipe Pineless, April Greiman, David Shrigley, David Foldivari, Raedecker, Paul Noble, Stephen Wilson.
Design research and theorists are: Rick Poyner, Marshall McLuhan, Bruce Mau, Steven Heller and Ellen Lupton.
Contemporary and international: The design exhibition that will be presented as a series of slides is taken from the design exhibition, INDEX, Copenhagen, November 2005. The award exhibition celebrates design that improves and enhances people’s lives in five categories, body, home, work, play and community.
For further information go to www.index2005.dk
INDEX2005
Body: “you can see new solutions for everything related tot he body. From ecological funerary urns to flying hospitals - see clothes that can recharge your mobile phone, lingerie for hernia patients, artificial hearts that follow the beat of your emotions, innovative approaches for clean drinking water, and intelligent prescription drug packaging.”
Home: “you can see design that improves the way we live. A living tree house that feeds residents, inflatable igloos for homeless people in New York; state-of-the-art personal computers; beautiful soft walls, emergency toilets; turbo stoves used with open fire and strategies for alternative ways of living.
Community: ”you can see examples of improved infrastructure, energy, transportation, supplies and spaces. A combination carrier cycle/stroller/ ordinary bike; a house that doesn’t generate energy costs; shared high-rise gardens; soccer fields filled with hope for HIV infected youngsters; shelters for severe weather conditions; strategies to reduce U.S. dependence on foreign oil.
Work: “you can see better facilities and working conditions for people throughout the world. Modern farming robots, solar-powered surgery light, nimble rescue boats, floating chairs, practical office appliances, software that monitors electronic information, and improved strategies for the enhancement of working conditions for 40 million arts and craftspeople.”
Play: “you can see new and unique leisure pursuits, offer us new experiences and create fun in our free time. Recreational camping; a public swimming pool in a harbour for enhanced urban living; a tennis racket that easily picks up balls; imaginative play tools; iPod and iTunes ; interactive software; that makes spectators part of the game experience.
Matt Haig, “Brand Failures”
“The process of branding was developed to protect products from failure.” “In the 1880s...companies such as Campbell’s Soup, Heinz, and Quaker Oats were growing ever more concerned about the consumer’s reaction to mass-produced products. Brand identities were designed not only to help these products stand out, but also to reassure a public anxious about the whole concept of factory-produced goods.
By adding a ‘human’ element to the product, branding put the 19th century shoppers’ minds at rest.”
“Fast-forward to the 21st century and a different picture emerges. Now it is the brands themselves that are in trouble. They have become the victim of their own success. If a product fails, it’s the brand that’s at fault.
They may have helped companies such as MacDonald’s, Nike, Coca-Cola and Microsoft build global empires, but brands have also transformed the process of marketing into one of perception building. That is to say, image is everything.”
Causes of brand failure>> brand amnesia, brand ego, brand meglomania, brand deception, brand fatigue, brand paranoia, brand irrelevance.
Brief:
Home is a three-week rotation. It introduces the generic research theme of the home through an investigation of branding and packaging. There will be a series of research tasks that will be undertaken within the following areas: sketchbook work, material manipulation, typography and presentation.
Aim:
To introduce you to the topic of the home to enable you to create
a resolved design solution.
The brief looks at how product designers translate our experiences by creating, reforming, transforming and inventing new design solutions for/with/about everyday living. As a designer or illustrator it is your task to understand how to communicate our experiences of our everyday living and to illustrate communicate, illustrate, augment, document these as graphic design solutions. By researching everyday living in the home you will be able to explore the design of labelling as a subversive or pervasive graphic. You need to understand what labelling and branding are to be able to subvert or pervade normative usages of this advertising and promotional material.
Objectives:
You will be able to...
• Research your own chosen site such as your own home and conduct generic research on the definition of home.
• Present your findings in a simulated ‘design meeting’ with a group of
other students.
• Use a blog to discuss design solutions, problems and further discussion.
• Develop and demonstrate a range of ideas to create design solutions by considering, labelling and branding.
• Using an existing container such as a tin or box, design the labelling and possible further packaging of this container. The contents of the container are the manifestations of collected research on the home.
Procedure:
a. The first week will consist primarily recording research in the sketchbook. This should include research of your home and the generic definition of the home is, for example, ways of living. Designers and writers of design theory must be reviewed. This included the work of Marshall McLuhan and/or Bruce Mau. Six pages of sketchbook research will be completed.
b. A critique on Thursday 24th November will introduce you to the idea of the ‘pitch.’ research produced for Thursday will be presented by all students and discussed during the critique. Each student will take on board the work of others to now explore a wider context of the home. This will introduce students to the group work.
c. A further exploration of branding and labelling must be conducted ready for Monday 28th November. A further three pages of research will be generated.
d. Exploration will be an ongoing process of collating, selecting and manipulating materials through a series of manipulation and deconstruction processes.
c. Investigations of the home will enable you to produce a personal dialogue of ideas and concepts as well as an overall view of the ideology of ‘home.’
d. The second week of study will continue to work on a range of isolated characteristics of the home and how to realise this as a labelling exercise. The final outcome must have both text and image. Two design options must be realised. In other words two different outcomes must be produced ready for a final critique/pitch.
Resource Requirements:
Old clothes, A3 or A4 sketchbook, all materials on the materials list provided and the following: tracing paper, plastic acetate, and ‘found objects' mobile phones. You do need Internet access for this brief.
Deadline:
End of your three week rotation………….
Assessment:
1. 11-12 pages of sketchbook research
2. Two design options of labelling/packaging (any size) on the theme of the home. They should be presented as flat work that can be presented on A1 mount board. The design options themselves should not exceed 30X30cm. It can of course be a series of labels and can be smaller than this maximum size.
3. One mocked up container with labelling and packaging.
4. One written statement (no longer than 100words) documented in the sketchbook but to be presented as part of your final design ‘pitch.’
Further Information:
Historical and contextualisation:
Past and present artists and designers and agencies of interest: The Why Not Associates, Pentagram, Neville Brody, Tibor Kalman, David Carson, Stephan Sagmeister, Gert Dunbar, Cipe Pineless, April Greiman, David Shrigley, David Foldivari, Raedecker, Paul Noble, Stephen Wilson.
Design research and theorists are: Rick Poyner, Marshall McLuhan, Bruce Mau, Steven Heller and Ellen Lupton.
Contemporary and international: The design exhibition that will be presented as a series of slides is taken from the design exhibition, INDEX, Copenhagen, November 2005. The award exhibition celebrates design that improves and enhances people’s lives in five categories, body, home, work, play and community.
For further information go to www.index2005.dk
INDEX2005
Body: “you can see new solutions for everything related tot he body. From ecological funerary urns to flying hospitals - see clothes that can recharge your mobile phone, lingerie for hernia patients, artificial hearts that follow the beat of your emotions, innovative approaches for clean drinking water, and intelligent prescription drug packaging.”
Home: “you can see design that improves the way we live. A living tree house that feeds residents, inflatable igloos for homeless people in New York; state-of-the-art personal computers; beautiful soft walls, emergency toilets; turbo stoves used with open fire and strategies for alternative ways of living.
Community: ”you can see examples of improved infrastructure, energy, transportation, supplies and spaces. A combination carrier cycle/stroller/ ordinary bike; a house that doesn’t generate energy costs; shared high-rise gardens; soccer fields filled with hope for HIV infected youngsters; shelters for severe weather conditions; strategies to reduce U.S. dependence on foreign oil.
Work: “you can see better facilities and working conditions for people throughout the world. Modern farming robots, solar-powered surgery light, nimble rescue boats, floating chairs, practical office appliances, software that monitors electronic information, and improved strategies for the enhancement of working conditions for 40 million arts and craftspeople.”
Play: “you can see new and unique leisure pursuits, offer us new experiences and create fun in our free time. Recreational camping; a public swimming pool in a harbour for enhanced urban living; a tennis racket that easily picks up balls; imaginative play tools; iPod and iTunes ; interactive software; that makes spectators part of the game experience.
Matt Haig, “Brand Failures”
“The process of branding was developed to protect products from failure.” “In the 1880s...companies such as Campbell’s Soup, Heinz, and Quaker Oats were growing ever more concerned about the consumer’s reaction to mass-produced products. Brand identities were designed not only to help these products stand out, but also to reassure a public anxious about the whole concept of factory-produced goods.
By adding a ‘human’ element to the product, branding put the 19th century shoppers’ minds at rest.”
“Fast-forward to the 21st century and a different picture emerges. Now it is the brands themselves that are in trouble. They have become the victim of their own success. If a product fails, it’s the brand that’s at fault.
They may have helped companies such as MacDonald’s, Nike, Coca-Cola and Microsoft build global empires, but brands have also transformed the process of marketing into one of perception building. That is to say, image is everything.”
Causes of brand failure>> brand amnesia, brand ego, brand meglomania, brand deception, brand fatigue, brand paranoia, brand irrelevance.
# posted by peaandmintsoup @ 2:30 PM 
