This document provides an introduction to design theory, covering key definitions, concepts, and processes. It defines design as both a noun and a verb, involving planning and problem-solving visually. Form and content are discussed, where form is the visual elements and composition, while content is the subject matter or information. The design process is outlined as observing, making, and reflecting on sources, experiments, and improvements. Time management, avoiding cliches, and participating in critiques are also covered.

1. An Introduction to
Design Theory

2. An Introduction to
Design Theory
overview of presentation
some definitions
form and content
design process (observe,make,reflect)
sketchbook
time-management
cliche
critique

3. The what of design
• both a noun and a verb
• dictionary definition: to plan, to
organize
• solving problems visually
• universal application, inherent in
art, commercial, industrial,
fashion, film, 2D, 3D, 4D, etc

4. The what of design
• Composition
• “chaos control”
• purposeful arrangement of visual
elements within a defined
field/frame (page,canvas,space)
• establish relationships between
elements
• creating a relationship between
form and content

5. Form and Content
• Form+Content= meaning
• Form= visual aspect, the
elements and principles seen
• Content= subject matter, story,
or information (function)
• Content is what artist/designer
wants to say, form is how its said
• formal/aesthetic vs conceptual

6. Form and Content
examples: Fed ex logo, Google Doodles

7. Form and Content
examples: Noma Bar’s anti-gun crime poster,
Picasso’s Guernica
2010
1937
one distinction between “Art” and “Design” is
that the former involves a richer, more complex,
or ambiguous relationship between form and
content

8. The how of design
• How Do I Design?
• Interaction of Intuition and
Intention
• Design Process = (in no
particular order)
observing,
making,
reflecting
Continuum of artistic process

9. The how of design
• Observing = being curious, open and attentive, looking, gathering sources
(natural, cultural, scientific, etc), research, sketchbook or visual journal
• Making = experimenting with materials, “thinking with material”, developing a
process, negotiating a mastery
• Reflecting = analysis, understanding what/how it is made, how to improve,
the “critique”
• Repeat

10. Your Sketchbook
• Your best tool, keep it with
you always!
• test out many
ideas/compositions quickly
• “thumbnails”
• record/scrap image sources,
text, image research
• brainstorm, “visually think”

11. Time- Management
• know due dates (critique days)
• make most of class time
• plan, prioritize, work sequentially
• be prepared, have needed
materials
• when in doubt, crank it out! Take
risks!
• sometimes you can turn a flaw
into a feature

12. Avoiding cliches
• a cliche is something overused
or predictable, trite
• work through the cliche towards
the surprise
• make different associations, novel
connections and transformations
• cliche can work ironically but
tricky to pull off
• when in doubt, ask
• cliche-phobic

13. The critique
• constructive, description and
analysis
• 1 on 1, or group process to
increase understanding of
strengths and shortcomings
• more objective, less subjective
• occurs after project is finished,
earlier can stifle process
• use criteria list on assignment
sheets to prepare