Vis Com
Elements & Principles
Elements
Principles
Tone
Texture
Shape
Typography
Form
Point
Colour
Line
Balance
Contrast
Figure Ground
Heirachy
Scale
Proportion
Cropping
Pattern
Purpose
Identify
Promote
Depict
Advertise
Teach
Inform
Guide
Design Factors
Social
Cultural
Ethical
Environmental
Economical
Legal
IP
The Design Process
M, M & M
Design Fields
Drawings
Kerning (space in between pairs of letter)
Tracking (space in between groups of letter)
Leading (space in between lines of letter)
Anatomy
Design Thinking
Critical - may be used when developing and refining to assist in making critical choices relevant to the brief
Reflective – may be used at the refinement stage to ensure that choices made truly resolve the design problem
Creative – may be used when starting the design process and generating ideas
Examples
Kit Of Parts, forced annotations
Scamper, brand matrix
Mind Map, survey
PMI, interviews
SWOT, evaluations
POOCH, brainstorm
Stages
Development of contexts – Divergent and convergent thinking. Utilizes creative, critical and reflective design thinking
Refinement – convergent thinking. Utilizes critical and reflective design thinking.
Generation of ideas – Divergent thinking with creative design thinking
Resolution of presentations – the design and construction of presentation layouts using appropriate conventions
Research – sources of inspiration include primary and secondary
Brief – client needs, purpose, target audience, context & constraints
Constraints & Expectations
Time
Multiple level building
Modern
Budget
Generation of ideas drawing to generate ideas allows for unfiltered creativity
Observational drawings develop skills in rendering, proportion, form, etc.
Developments are for decision-making and refinement
Environmental
Industrial
Communication
Drawing Methods - packaging nets, isometric and perspective drawings
Who works; illustrator, graphic designer; typographer; web designer
What do they do; present info for communication purposes
Drawing Methods - one and two point perspective drawings, planometric, floorplans & elevations
Who works; architect, interior designers, landscaper architects
What do they do; present info to communicate built and constructed environment
Drawing Methods - isometric, third angle orthogonal drawings
What do they do; present info to communicate objects and products
Who works; product designers, furniture designers
Examples
Planometric
Third-angle orthogonal
Isometric
Floorplans & elevations
30/30 degrees, ellipses, crating
one - point perspective
two - point perspective
45/45 or 60/30, crating
layout, scale, (top, front, LHS/RHS), labeling, lines (circles), symbol, dimensions
scale, north arrow, line conventions, symbols, labels & dimensions
horizon line, 1xVP
horizon line, 2xVP, x method to find centre
Packaging Nets
tabs, cut & fold lines
Methods (how)
Media (what with)
Materials (what on)
obs, vis, pres drawings, printing, photography, 3D
manual (pencil, marker) Digital vector - illustrator, raster - photoshop, CAD - fusion
manual (card, wood, glass) Digital(screen)
To advertise is to present a product or service for the express purpose of sales or financial gain. An example may be a billboard that is advertising a new iPhone.
To promote is to present a product, service, or concept, that benefits the individual, community, or society without any financial gain. An example may be a church poster.
To identify is to enable easy recognition of a person, company or location. An example is a logo as it is used to help recognise a brand.
To depict is to make an image or model of something. An example is a 3D printed mock-up.
To teach is to facilitate learning. To teach involves simplifying information into a sequence or steps. An example of this includes a wall chart.
To inform is to provide information or facts. As distinct from to teach, to inform does not seek to enable learning but to communicate information such as a rule, date, or event.
To guide is to provide directions or information to assist someone to locate something. As distinct from to teach, to guide shows a member of the audience where something is and/ or how to find it in relation to other features. The goal is location not learning.
Common features
clients, digital based methods, visualisation drawings
Visual Language
The design and creation of visual communications requires the selection and application of methods, media, materials, design elements and design principles and final presentations. Collectively these are the resources of visual language. Visual language is integral to the design process and refers to the communication of ideas through experiences, images and objects. Students use visual language to communicate their ideas at all stages of the process including research, generation of ideas and development of concepts, refinement and resolution.
When asked to discuss visual language Identify, describe, explain and evaluate the effectiveness of any of these components in attracting attention and maintaining engagement.
Aesthetics Vs. function
Aesthetics (Visual effect)
Function (How something works)
How a design enhances or detracts from the ways people relate with each other; being aware of social contexts, Social interactions and events of the target audience, Addressing human problem, right font for elderly/vision impaired
How a design relates to the culture and/ or religion of the country in which it was made; is the target audience a specific ethnic group, The society based upon different cultures, How will the design be embraced, Language barriers and understanding of material
How the design and manufacture supports the rights and wellbeing of people; designers need to be aware of their influence on people and the world we live in, Using honest design process, Creating product that is not wasteful, Understanding of mass consumption, Understanding the consequences of poor/unnecessary design
How design and manufacture impacts on sustainability and the environment; to use ethical and sustainable materials, factor in the site of a design, Taking in surrounding buildings
How the cost of design and production is minimised; to be digital rather than print, Having to work with budget, Limiting the involvement of external designers to reduce costs
How the design and production adheres to legal obligations regarding Intellectual property, copyright, Trademark, Design and Patent registration; a logo can be trademark for protection, Copyright and legal obligations for purchasing legal rights, Using resources like photo stock and following their guidelines and appropriately referencing their work, Registering design work for ownership
Rendering
Tone, Form, Light source, Media, Cast shadows
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Intellectual Property
Intellectual Property (IP) is a legal term. Laws protect the unique creative value in, for example: a business logo, someone’s invention, an architectural plan, an artwork, music, animation or writing. IP Australia is a government body which includes the Patent Office, the Trademarks Office and the Designs Office and is where, for a fee, invention, logos and designs are registered. Some types of intellectual property are automatic, others require registration
Patent - are for inventions and prototypes
Design registration
Copyright - applied automatically to creative work
Trademark - are for brands
Inventions must meet a set of criteria (new, inventive, and useful) in order to be granted a patent.
Designs are registered under law to protect its appearance allowing for rights to commercially use, advertise, sell the design
Copyright is a type of intellectual property that is founded on a person’s creative skill and labour. Copyright is not a tangible thing, and it applies automatically to creative works as soon as they are produced. A distinguishable small part copied is enough to breach copyright law. If a designer has not acknowledged nor contacted a copyright owner regarding the IP they wish to use, they may be in breach of copyright law.
Copyright lasts for 70 years after the death of the creator
Copyright does not protect concepts, techniques or ideas (intangible)
A registered trademark protects a brand. This can include logos, a colour, packaging and any other aspects unique and distinguishable to a business. The designer must register for a trademark.
Trademarks that are officially registered can be marked with the trademark symbol. It may be regarded as the company’s exclusive mark.
Trademarks last for 10 years in Australia
A patent is a type of legal protection for an invention, granting you the exclusive right to commercialise or license your invention for up to 20 years. The designer must register for a patent.
Difference
Difference between trademark, patent, and design registration
Copyright vs. trademark
Patent vs. design registration
Trademarks distinguish a brands identity, protecting it from the copying of symbols, logo, phrases, sounds, names, colour and smell. They last 10 years under IP laws in Australia
Patents are to protect inventions, referring to how it functions stopping someone else from designing something similar, they last for 20 years in Australia
Design registration protects the visual appearance of a design having a commercial focus fo mass production as copyright does not cover mass produced items.
Copyright is automatic and protects the design, art, writing, music, etc
Trademarks are brought and protect the companies branding
Patents protect inventions from being manufactured/sold by others
Design registrations protect the appearance of the product
Form vs. Function
The form is the shape of the shell of a building that distinguishes it while function refers to the tectonics of a building. The function is more inclined towards the purpose and program of the building and form is expressed through the fancy exteriors, mainly for decorative purposes.
Form follows function - The way something looks aesthetically should be determined by or secondary to its purpose/functional considerations