The document summarizes a design session presentation about the relationship between form, function, and idea. It discusses how ideas lead to functions which determine forms. It provides examples of idea sources like history, accidents, and complaints. It emphasizes starting with ideas and assessing reactions before considering how to manifest ideas into a function and form. The presentation stresses having confidence in ideas and understanding them before explaining them to others.

1. Form ‹ Function ‹ Idea
Design Session vol. 3 presented by Erin Standley July 10, 2012

2. The two most engaging
powers of an author are to
make new things familiar
and familiar things new.
—Samuel Johnson

3. starts with this
idea
function
form

4. function
form
idea

5. 1. Idea (concept)
2. Function (purpose)
3. Form (manifestation)

6. 1. Idea (insight)
2. Function (utility)
3. Form (desire)

7. Idea Goldmines!
history
Accidents
• Art
• Religion • Computer Glitches
• War • Freudian Slips
• Politics • Fireworks Malfunctions
• Invention • Political Goofs
• Typos
your mom Complaining
• What she reads • What are you complaining about?
• What she watches on TV
wtf images • What’s your mom complaining about?
• Her favorite kitchen gadgets
• Her dreams • Humans being humans
• Her shoes • Animals being animals

8. history
What was important to other people? Why?
(The why probably still applies today.)

9. He’s Tired.

10. He was curious. And mad.

11. He was curious. And mad.

12. feudalism.
(Pyramid Scheme.)
((power.))

13. [insert favorite old timey art]

14. wtf images
If you have a reaction from it, take a moment to think
about why. Then use that why for your own nefarious (or
virtuous) purposes.

15. “trend”

16. ignorance?
point of view?

17. “Sentiment”

18. “Sentimental”

19. so, you get started...

21. you’ve got nothing.

24. Is the idea good?
what’s your reaction to it?
If you like it or laugh at it or hate it, someone else will, too.
what’s their reaction to it?
If they like it or laugh at it or hate it, someone else will, too.
Not all good ideas are exciting.
And they don’t always make sense at first.
Go with your gut.

26. If you have a frame of
reference to judge your
work...then you have
not ventured far enough
into the unknown.
http://management.fortune.cnn.com/2012/06/28/the-benefits-of-courting-business-failure/

27. Reason your
instinct.

28. If you can’t explain it simply,
you don’t understand it well
enough.

29. If you can’t explain it simply,
you don’t understand it well
enough. —Albert Einstein

30. Have the balls to
make the call.

31. The most powerful element in
advertising is the truth.
—William Bernbach

32. People just want
to be cool.

33. We create...
experiences.
We create experiences that guide and moderate conversation
between a company and an audience. The interaction between
the company and audience is part of what creates the brand.
We build brands through creating experiences.
products.
When we see a problem or a need or want for something, we
build it. These our our products.
culture.
We both reflect and create the world we live in. This goes for
both brands, the culture-at-large and the culture at Phenomblue.