Design Thinking Revisited

Design Thinking
Launch Dumbar Design College
Stephan Saaltink

During the official opening of Studio Dumbar China’s new
office in Shanghai, four parties: the Shanghai Creative
Center, the Willem De Kooning Academy, Studio Dumbar
China and Michel de Boer, presented a declaration of intent
for the start up of a new design educational program in
Shanghai and Rotterdam. The declaration was signed in the
presence of Mark Harbers, Deputy Mayor and Alderman
Economy, Port and Environment of Rotterdam.
Initiator Michel de Boer gathered these parties to stimulate
the Chinese design educational program and build a bridge
between the Dutch design educational curriculum and the
well-known phenomenon ‘Dutch Design’.

As a introduction I prepared a small lifetime of Jan Tsjichold modernism did At WDKA in 85 we started a fresh rather
presentation . . . cross traditional formalism in the end. succesfull course for ALL our first year
This PARADOX has proven to be rather students called ‘ideeontwikkeling’
You are looking to Willem de Kooning in his important in Dutch design history as you [translated
studio in New York. Born in Rotterdam De may spot in this two different number as the development of ideas].
Kooning became one of the most important stamps: at the left Jan van Krimpen, to the That’s why it is NOT spectucular to develop
American abstract expressionist. right Wim Crouwel. a curriculum in which the theory of Lateral
In 1996 we accepted De Koonings name – Since 1970 opposit to the well known thinking is connected with the practice of
by the way it should be translated as KING analytic-if-then-zero-onebased kind of Concepting. But it fits nicely with an article
– to create a new brand for a fast growing LOGIC a totally different way of thinking in a current issue of Business Week under
Rotterdam based art & design institute with was presented for the first time by Edward the heading ‘China’s new focus on design’.
a strong international ambition. de Bono, who introduced
Lateral thinking. I quote ‘Now the central government is
This is me and my brothers on our way to developing a design policy to help China
the US, tracing Willem de Kooning. In those To be honest, in my opinion, designers move beyond a manufacturing economy
days people were transferred long distance need and should combine both ways of and
SLOWLY by luxury steamboats. In that (sometimes referred as) right and left forward in implementing cross-disciplinary
different world the attention of people was brained thinking. education and bridging left- and
attracted by strong visual language. right-brained thinking. As in other sectors,
De Kooning, I and many others passed the Some examples of witty thinking: schools are beginning to train a new wave
statue of Liberty in the end. of design managers “with Chinese
Afterwards I did not become an artist but a • One of our students, Marjolein characteristics” who can apply design
designer. Stormezand, wanted to occupy her baby thinking in a context that fits China's
while preparing a meal . . . commercial and political landscape.’
Of course anybody who is researching the • Typical Dutch design. Senz umbrella will
short history of design education will bump resist every storm . . . Let’s meet
into Bauhaus. The influence of this first • One of my favorite artists: PANAMARENKO. Let’s connect
design institute with a coherent curriculum • The origin of all cycling plans: the white Let’s share
has been beyond borders. PROVO bike.
But please realize that even during the • Apple = colorfull and innovative . . .
Bauhaus era overall design was not • Cassandre used the speed of Paris metro
totalitarian. For example in the exceptional ‘to project’ a simple stop motion animation Thank you

Origin of design education (1919)

Opposite thinking (since 1970)

Lateral thinking
Parallel thinking
Creative thinking
Witty thinking
Design thinking

Out of the box

Development of idea’s (since 1985)

Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University)
Prepatory School
2D 3D
First year, first semester

Code Theorie ECTS Lecturer Teaching hrs Clock hrs
Theory Art History 3 2
Lateral thinking 2 4

Practise Concepting 2
Conceptual drawing 4 4
2D3D Design 2 4
Dutch Mystery Project 2

Skills Grammar of the visual 4 4
Digital tools and techniques 2 2
Basic Photography 2 2
The Latin alphabet 2 2

Language English (1) 2 2

Coaching The profession 1 2
SL-coaching 1

Pass 1 —

Total 30 28

30.6.2009/WDKA/SK

Let’s meet
Let’s connect
Let’s share

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Dumbar Design College
Powered by Willem de Kooning Academy Rotterdam University
Mission
Concept 20091214
Third draft – version 2.0

------------------------------------------------------------------------------------------
introduction
Dumbar Design College – powered by Willem de Kooning Academy Rotterdam
University – is a private iniative that will introduce the very best of two Dutch
famous brands into China. This alliance combines a long tradition in Dutch
design and education.
Studio Dumbar, founded in 1977, is a leading, internationally orientated design
agency specialised in corporate identity, and designing the public domain.
For more than ten years, the agency has worked on several design projects in
Asia. By 2005, Studio Dumbar China was established in Shanghai.
Willem de Kooning Academy – since 1857 – is a well-known modern art &
design institute with approximately 1,750 students. They all share the talent to
produce creative ideas and innovative solutions. Willem de Kooning Academy
collaborates with several international design institutions, especially in China.
Among others, the academy exchanges students and works on a number of
projects with Fashion Institute Donghua University and Tongji University (in
Shanghai) and the China Central Academy of Fine Art (in Beijing).

mission
Dumbar Design College – powered by Willem de Kooning Academy Rotterdam
University – provides high quality education which is:
• accessible (value for students and parents);
• personal (attention for individual students and their personal
development);
• inspiring (high profile tutors and challenging projects);
• effective (strong boost to talents and career prospects).

At DDC, we prepare our Chinese undergraduate students for a course in
Europe at Willem de Kooning Academy Rotterdam University. The Academy
offers courses in: Advertising, Graphic Design, Illustration, Interior Design,
and Product Design.
After four years of study – two years in China and two years in the
Netherlands – students acquire a professional degree (bachelor of design)

which is validated by the Dutch-Flemish Accreditation Organisation (NVAO) and
the Dutch Quality Agency (NQA).
Although a Dutch bachelor degree might mark the beginning of a design
career in China, it is in fact the gateway to all master programmes of
European Universities.
Dumbar Design College also offers a number of certificate programmes such
as a Pre-master and a Fast Track Advanced Programme challenging young
Chinese professionals who want to go ‘beyond’ their studies: spur their skills
and challenge their creativity, triggered by professional, intensive design
training.

To achieve its mission Dumbar Design College – powered by Willem de
Kooning Academy Rotterdam University:
• delivers a fresh and new curriculum, which is based upon those
competences that are essential to all designers;
• offers a course with a global and multicultural perspective, featuring both
Chinese and European tutors;
• will reduce ‘the culture-gap’ when studying ‘abroad’ by special prepatory
classes ‘at home’: language (English & the Latin alphabet) and conceptual
(design) thinking;
• will present a number of Mystery Projects in which we will encourage
students to research cross-overs in small teams;
• introduces special individual coaching to optimise study and professionalise
students’ orientation;
• provides practice-based study with special focus on individual talents and
future careers;
• is consulting the Chinese design profession, since we want to connect our
students with the local Chinese industry;
• will share actual and up-to-date expertise and knowledge concerning
design in general;
• is a platform for European design and will promote global cross-cultural
design;
• will introduce designers from East and West to exchange views and explore
new ideas and methods;
• is a research centre because knowledge and practice are linked;
• is managed in an open and efficient manner;
• will aim all effort at tutors and students to feel at home and flourish;
• yet will also return value to its shareholders by being profitable;
• will help to enhance the strenght of design in China;
• fosters quality in all aspects of programmes and services.

Dumbar Design College (powered by Willem de Kooning Academy)
2010-2011 first draft 20091205/SK

Y M W D First year Prep School
2010 08 34 m 23
35 m 30 Assignment & intro 01
09 36 m 06 02 01 01
37 m 13 03 02 02
38 m 20 w 22 Mid Autumn Day 04 03 03
39 m 27 f 01 National Day(s) 05 04 04
10 40 m 04 06 05 05
41 m 11 s 16 07 06 06
42 m 18 Mystery Project 08
43 m 25 In between +/– 09 07
11 44 m 01 Excursion 10
45 m 08 11 01 08
46 m 15 12 02 09
47 m 22 13 03 10
48 m 29 14 04 11
12 49 m 06 15 05 12
50 m 13 16 06 13
51 m 20 s 26 X-mas Mystery Project 17
2011 52 m 27 s 01 New Year Day
01 01 m 03 Presentations 18 14
01 s 08 Open house
02 m 10 FIRST MARK 19
03 m 17 Spring Festival
04 m 24
05 m 31
02 06 m 07 s 13 Lunar New Year
07 m 14
08 m 21 Start second half 01 01 01
09 m 29 02 02 02
03 10 m 07 03 03 03
11 m 14 04 04 04
12 m 21 05 05 05
13 m 28 06 06 06
04 14 m 04 t 05 Tomb Sweeping Day 07 07 07
15 m 11 Mystery Project 08
16 m 18 In between +/– 09 08
17 m 25 s 01 May Day 10 01 09
05 18 m 02 11 02 10
19 m 09 12 03 11
20 m 16 13 04 12
21 m 23 14 05 13
22 m 30 15 06 14
06 23 m 06 16 07 15
24 m 13 t 16 Dragon Boat Mystery Project 17
25 m 20 Presentations 18 16
26 m 27 FINAL MARK 19
07 27 m 04 01

34 m 23 08
08 35 m 30 Assignment & intro 01

Calendar 2010-2011 first draft 20091205/SK

2010 2011
8 9 10 11 12 01 02 03 04 05 06 07 08
A S O N D J F M A M J J A
35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 34
ma 30 06 13 20 27 04 11 18 25 01 08 15 22 29 06 13 20 27 03 10 17 24 31 07 14 21 28 07 14 21 28 04 11 18 25 02 09 16 23 30 06 13 20 27 04 23
di 31 07 14 21 28 05 12 19 26 02 09 16 23 30 07 14 21 28 04 11 18 25 01 08 15 22 01 08 15 22 29 05 12 19 26 03 10 17 24 31 07 14 21 28 05 24
wo 01 08 15 22 29 06 13 20 27 03 10 17 24 01 08 15 22 29 05 12 19 26 02 09 16 23 02 09 16 23 30 06 13 20 27 04 11 18 25 01 08 15 22 29 06 25
do 02 09 16 23 30 07 14 21 28 04 11 18 25 02 09 16 23 30 06 13 20 27 03 10 17 24 03 10 17 24 31 07 14 21 28 05 12 19 26 02 09 16 23 30 07 26
vr 03 10 17 24 01 08 15 22 29 05 12 19 26 03 10 17 24 31 07 14 21 28 04 11 18 25 04 11 18 25 01 08 15 22 29 06 13 20 27 03 10 17 24 01 08 27
za 04 11 18 25 02 09 16 23 30 06 13 20 27 04 11 18 25 01 08 15 22 29 05 12 19 26 05 12 19 26 02 09 16 23 30 07 14 21 28 04 11 18 25 02 09 28
zo 05 12 19 26 03 10 17 24 31 07 14 21 28 05 12 19 26 02 09 16 23 30 06 13 20 27 06 13 20 27 03 10 17 24 01 08 15 22 29 05 12 19 26 03 10 29
01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19
01 02 03 04 05 06 01 02 03 04 05 06 01 02 03 04 05 06 07 01 02 03 04 05 06 07

W W W W D
35 Start first half 01 Presentations 24 Mystery project 2010 38 22 Mid-autumn day
35 Assignment 01 Open house 25 Presentations 39 01 National day
42 Mystery project 02 FIRST MARKS 26 FINAL MARKS 41 16 Duanwu festival
43 In between 03 Spring festival 27 Summer holliday 51 26 X-mas
44 Excursion 08 Start second half 2011 06 13 Lunar New Year
51 Mystery project 15 Mystery project 14 05 Thomb sweeping day
52 X-mas holliday 16 In between 17 01 May day
24 16 Dragon boat festival

2008—2009

2. 3. 5. 6. 8.
06 13 26 33 46
66 33 4. 66 33 7. 66
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 1 9 10 1 2 3 4 5 6 7 8
66 33 2 66 33 4 66
66 33 66 33 66
25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 2 9 16 23 27 9 16 23 30 6
3 7 3 13 20 27 4 11 18 25 1
7 8 15 22 29 6 13 20 27 3 10 17 24

26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25

27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27
29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28

30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29
31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30

20 (5 ) 10 8
(9 )

1 8 26 8 31 9 9
2 20 18 10 8
3 9 1 1 9 15 3 9 15 3
4 19—20
5 5
6 3 7-8

Prepatory school: first year
Tutors & hours (draft 20091206/SK)
Look at: curriculum, course scheme and planning 2010-2011

first year hours
ects [1] course sem 1 sem 2 class A class B sub hrs (2)class C total hrs (3)
2 Art history E1 W1 2 2 4 2 6
2 Lateral thinking W1 W2 2 2 4 2 6
2 Concepting W1 W2 2 2 4 2 6
4 Conceptual drawing E2 E1 4 4 8 4 12
4 2D3D Design W2 W3 4 4 8 4 12
1 Dutch Mystery Project G 1/2 G 3/4 4x1 wk 4x1 wk 4x1 wk
4 Grammar of the visual W3 E2 4 4 8 4 12
2 Digital tools & techniques E3 E3 2 2 4 2 6
2 Basis photography E4 E4 2 2 4 2 6
2 The Latin alphabet W4 W4 2 2 4 2 6
2 English W5 W5 2 2 4 2 6
2 The profession/coaching E5 E5 2 2 4 2 6
1 Pass

30 Total parttime tutors per sem 10 10 Total hours (ex Mystery Project) 28 28 56 28 84
Ratio parttimers east : west 5:5 5:5
1 week guest per sem (1 class) 2 2 Total guest per class a year 4 4 8 4 12

number of hours
parttime tutors 1 class 2 classes 3 classes
[1] Values ects-table reshuffled: 4 2 4 2 4 2 duration lesson (hours)
the mystery project is on its one east west 4 6 4 6 4 6 number of lessons in 4 or 2 hours

16 12 32 24 48 36 total hours per number of classes
4 6 4 6 4 6 10 parttime tutors

4 8 12 number of hours (4-hrs-lesson-tutor)
2 4 6 number of hours (2-hrs-lesson-tutor)

Dumbar Design College
Powered by Willem de Kooning Academy Rotterdam University
Prepatory School

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First year
2D3D

THEORY

art history
This class presents a critical study of the major movements in Western fine art in
context with society and culture. From the nineteenth century to the present including
Post-Impressionism, Expressionism, Fauvism, Art Nouveau, Cubism, Futurism,
Dadaism, Surrealism, Abstract Expressionism, Minimalism, Pop Art, Performance Art,
and Post-Modernism.
ECTS: 3
WDKA related: Kunst- & Cultuurgeschiedenis

lateral thinking
There are two kinds of thinking – vertical and lateral. Most of us are educated to think
vertically, to go from one logical step to the next, moving all the time towards the one
correct solution of out problem. We are not usually educated to be creative, to generate
idea after idea . . .
Lateral thinking is closely related to creativity. But whereas creativity is too often only
the description of a result lateral thinking is the description of a process.
Lateral thinking is concerned with the generation of new ideas. There is a curious notion
that new ideas have to do with technical invention. This is a very minor aspect of the
matter. New ideas are the stuff of change and progress in every field from science to
art, from politics to personal happiness.
Lateral thinking is also concerned with breaking out of the concept prisons of old ideas.
This lead to changes in attitude and approach; to looking in a different way at things
which always been looked at in the same way. Liberation from old ideas and the
stimulation of new ones are twin aspects of lateral thinking. [1]
ECTS: 2
WDKA related: Ideeontwikkeling, Creatief schrijven

PRACTISE

concepting
This course is linked with Lateral thinking. In fact Concepting is the practical counterpart
of the first.
Since we generated idea after idea, how do we select the best?
What is bright, new, fresh?

What is the difference between an idea and a concept?
When are all those ideas becoming a real concept?
(What is the difference between clustering and synthesizing ideas?)
When should we start visualising? And what about Strategy and Consistency?
ECTS: 2
WDKA related: Copy and concepting, Marketing

conceptual drawing
This course is the in-between of Drawing, Concepting and Design.
Students learn the quick sketch drawing skills and techniques that most designers use to
grab big ideas and convey concepts to convince colleagues and clients or instruct others.
ECTS: 4
WDKA related: Tekenen, Visualiseren en presenteren

2d3d design
The course examines the key principles of design and shows how these also underlie
much of what we know of art, mathematics and science. During the course teams of
students are stimulated to research and experiment. Special interest in the chain:
analysing, arranging, designing, presenting and producing.
All key-projects are completed by a DD-visiting-guest [2].
ECTS: 2 + 2
WDKA related: Ontwerpen

SKILLS

grammar of the visual
This basic course is a general introduction to composition, color, materials and three-
dimensional form that will familiarize students with techniques, concepts, and formal
relationships that are considered fundamental to all visual expression. Of course ‘nature’
will be a reference while studying basic elements and the grammar of the visual.
ECTS: 4
WDKA related: Beeldstudie, Kleur en vorm

digital tools and techniques (1)
The course starts with an introduction to Apple MacIntosh and OS X, exploring the
interface and getting used to this powerfull tool. As soon as possible the basic Adobe CS
bundle will be examined and the software (Acrobat, Illustrator, Photoshop, InDesign) is
thoroughly studied.
Classroom demonstrations focus on maximum utilization of each of the program’s tools
and capabilities with stress upon the program appropriate to the nature and scope of the
assignment at hand.
ECTS: 2
WDKA equivalent: Software-instructie

basic digital photography
This course provides students with an introduction to digital photography. The class will
cover basic digital camera controls, lighting, composition, and sequence. Of course
shooting, selecting, image editing and desktop printing will be discussed during all
assignments.
ECTS: 2
WDKA equivalent: Fotografie (basis)

the latin alphabet
Chinese students also should get familiar with roman lettering. The course is partly
theoretical and partly practical (hands on). Subjects are: 1. the development of writing
(writing the humanistic minuscule), 2. the history of printing (typeface classification
and terminology), 3. classical letter forms (drawing and sketching), and 4. type
designers (latest innovations).
ECTS: 2
WDKA related: Cultuurgeschiedenis, Taal en teken

LANGUAGE

english (1)
This is an intensive course in English as a second language that introduces students to
basic listening, speaking and – finally – instructing. Classes grammar, writing,
pronunciation, reading and oral presentation relevant to the field of design. Cross-
cultural communication skills are also introduced. This course is partly offered online.
ECTS: 2
WDKA related: none

COACHING

the profession
A quick tour, with the help of guests, introducing the different design professions once
more. 2D: Advertising, Illustration, Graphic Design. 3D: Interior Design, Lifestyle &
Design, Product Design, and Fashion Design.
ECTS: 1
WDKA related: Beroepsoriëntatie

sl-coaching
The coach provides strategies and individual support for excelling in your academic,
personal, and professional life. Students will share and develop best practices for topics
such as time management, motivation, project planning, career development, and
effective communication. Throughout the semester, emphasis will be placed on
immediately applying learned principles to your outside activities, including classes,
studying and jobs.
ECTS: 1

WDKA equivalent: Studieloopbaancoaching

-----------------------------------------------------------------------------------------
Second year
2D

THEORY

design history
This course chronicles pertinent movements, events and people that have defined
Design. The long-standing debate between design as craft versus design for mass
production is presented in the context of design movements. This course begins with
early mechanization and the industrial revolution, then follows the social ramifications
of historic periods and their influence on contemporary design.
Special emphasis is placed on the West-European glory years of the 30’s and 40’s, the
Asian avant garde years of the 70’s and 80’s, and todays international design
awareness.
ECTS: 3
WDKA related: Vakgeschiedenis

east meet west
‘[...] Your culture (whoever you are) is as important as our culture (whoever we are).
[...] We want to know what you’re doing over there (wherever you are), and we’re
pretty sure you want to know what we’re doing here (wherever we are)’ (Tibor Kalman,
Colors 1, 1991). This course explores cross-cultural design by inviting guest-lecturers
from all over the world who have been crossing borders by profession.
ECTS: 3
WDKA related: Cultuurgeschiedenis

communication
Communication is a process of transferring information from one source to another.
From a professional field perspective, ‘communication’ means mass media publishing.
To communicate as effective as possible is one of the core businesses of design. The
principles of communication and media therefore should be studied especially ‘because
the recent shifts in media technology and usage have radically blurred the boundaries
between personal communication and mass media’ [3].
ECTS: 2
WDKA related: Marketing & Strategie

strategy
A strategy is a plan of action designed to achieve a particular goal. ‘Strategy’ has
military connotations, because it is derived from the Greek word for army.
Design strategy is a discipline which helps to determine what?, why? and how? to create
and produce. Possibly Design strategy will introduce opportunities to innovate

contextually, both immediately and over the long term.
This process involves the interplay between design and business strategy, forming a
systematic approach which may provide a context for design. Design strategy will
provide a goal and will constrain consistency. The approach has proved useful for
companies in a variety of strategic scenarios. By (SWOT) assessment students will
research:
• what’s going on in the market?
• what’s the history, the current situation?
• what are the major trends in the market?
• what's the future looking like?
• what about the product, the competitors and consumer attitudes?
Finally students will produce an advice – presenting the most significant opportunities or
problems – which by then may be the starting point for conceptual design.

PRACTISE

concepting
This course is linked with Strategy. In fact Concepting starts were the first stops.
What is a bright, unique, authentic, and innovating concept which might guide and
customize design knowing the specific assignment?
ECTS: 2

sketching & presenting
‘Change your tools, it may free your thinking. (...) Instead, do your layouts in
watercolours, charcoal, pencils, fountain pens with real ink. Use decorating paints and
brushes. Blow up minuscule layouts, whatever you can think of. It is not a solution, but
it does open up the mind and it’s fun.’ [4]
This course will focus on analog and digital sketching techniques and will train students
presenting work with confidence and conviction.
ECTS: 4

2d design
Each course students work on four projects, which refer to the different 2D design
disciplines: advertising, graphic design, illustration, and multimedia design. For
instance: a campaign, a corporate identity, a magazine cover, and a website. Strong
emphasis is placed on conceptual thinking and execution, including consistency,
refinement and detail of design .
All key-projects are started by a DD-visiting-guest [2].
ECTS: 2 + 2

typography
Typography is strongly linked to language, cq the roman alphabet. The course is divided
in four parts:
1. word (call for), 2. sentence (poetry), 3. paragraph (instruction), 4. page (short
story).
The main subject of study is: the alphabet, character, contrast, rhythm, inside/outside,
black and white, kerning, word space, spacing, measure, proportions, the typographic
rules, et cetera.

SKILLS

imaging
This course is designed as a concept visual communication and visualization class.
Its primary focus is to create an understanding of the power of image.
It is all about context and content, also about meaning and significance. The course is
mainly practical and research-driven, although for instance the work of John Haertfield
(19.6.1891–26.4.1968) will be discussed.
ECTS: 4
WDKA related: Beeldstudie, Grafisch ontwerpen, Project magazine, Illustratie

Digital tools and techniques TWO has the WorldWideWeb as main subject. Introducing
Adobe CS plus, while the software (Dreamweaver and Flash) will be thoroughly studied.
Emphasis will be placed on information hierarchy, user experience, graphical interface,
navigation strategies, site development and site architecture.
assignment at hand.
ECTS: 2

LANGUAGE

english (2)
Ability to write and speak with conciseness and clarity to effectively communicate
within the industry of their major in English on an advanced level. This course is partly
offered online.
ECTS: 2
WDKA related: none

COACHING

sl-coaching

studying and jobs.
ECTS: 1

-----------------------------------------------------------------------------------------
Second year
3D

THEORY

design history
This course chronicles pertinent movements, events and people that have defined
design. The long-standing debate between design as craft versus design for mass
production is presented in the context of design movements. This course begins with
early mechanization and the industrial revolution, then follows the social ramifications
of historic periods and their influence on contemporary design.
Special emphasis is placed on the West-European glory years of the 30’s and 40’s, the
Asian avant garde years of the 70’s and 80’s, and todays international design
awareness.
ECTS: 3
WDKA related: Vakgeschiedenis

east meet west
‘[...] Your culture (whoever you are) is as important as our culture (whoever we are).
[...] We want to know what you’re doing over there (wherever you are), and we’re
pretty sure you want to know what we’re doing here (wherever we are)’ (Tibor Kalman,
Colors 1, 1991). This course explores cross-cultural design by inviting guest-lecturers
from all over the world who have been crossing borders by profession.
ECTS: 3
WDKA related: Cultuurgeschiedenis

communication
Communication is a process of transferring information from one source to another.
From a professional field perspective, ‘communication’ means mass media publishing.
To communicate as effective as possible is one of the core businesses of design. The
principles of communication and media therefore should be studied especially ‘because
the recent shifts in media technology and usage have radically blurred the boundaries
between personal communication and mass media’ [3].
ECTS: 2
WDKA related: Marketing & Strategie

strategy
A strategy is a plan of action designed to achieve a particular goal. ‘Strategy’ has
military connotations, because it is derived from the Greek word for army.
Design strategy is a discipline which helps to determine what?, why? and how? to create
and produce. Possibly Design strategy will introduce opportunities to innovate
contextually, both immediately and over the long term.
This process involves the interplay between design and business strategy, forming a
systematic approach which may provide a context for design. Design strategy will
provide a goal and will constrain consistency. The approach has proved useful for
companies in a variety of strategic scenarios. By (SWOT) assessment students will
research:
• what’s going on in the market?
• what’s the history, the current situation?
• what are the major trends in the market?
• what's the future looking like?
• what about the product, the competitors and consumer attitudes?
Finally students will produce an advice – presenting the most significant opportunities or
problems – which by then may be the starting point for conceptual design.

PRACTISE

concepting
This course is linked with Strategy. In fact Concepting starts were the first stops.
What is a bright, unique, authentic, and innovating concept which might guide and
customize design knowing the specific assignment?
ECTS: 2

sketching & presenting
‘Change your tools, it may free your thinking. (...) Instead, do your layouts in
watercolours, charcoal, pencils, fountain pens with real ink. Use decorating paints and
brushes. Blow up minuscule layouts, whatever you can think of. It is not a solution, but
it does open up the mind and it’s fun.’ [4]
This course will focus on analog and digital sketching techniques and will train students
presenting work with confidence and conviction.
ECTS: 4

3d design
Each course students work on four projects, which refer to the different 2D design
disciplines: advertising, graphic design, illustration, and multimedia design. For
instance: a campaign, a corporate identity, a magazine cover, and a website. Strong

emphasis is placed on conceptual thinking and execution, including consistency,
refinement and detail of design .
All key-projects are started by a DD-visiting-guest [2].
ECTS: 2 + 2

modeling (1)
This half year course introduces students to quick mock-up techniques, moldmaking and
casting techniques, and painting and finishing techniques.
Quality and craftmanship will be stressed. Students will be exposed to materials such as
wood, plastic and foam. Shop safety and etiquette will be covered.
ECTS: 2
WDKA related: Model en maquette, Werkplaatsinstructie

modeling (2)
During this half year course students will gain an understanding of the steps to produce
3D visualizations using the computer. Students will render their own designs using 3D
Max and Vectorworks using textures, lighting and shadow casting.
ECTS: 2
WDKA related: Model en maquette, Software-instructie

SKILLS

the grammar of construction
Is everything chaos and chance, or is there order? This course is a study in the
geometry of life and construction in nature. It is about proportion and the five universal
shapes (circle, square, triangle, cross and spiral), the golden section and the platonic
solids. Sometimes referred to as ‘harmonic deconstruction’, geometric analysis is a
valuable tool in assisting the scholar in the ability to understand the critical role
geometry has in the creation of works of art and design.
ECTS: 2
WDKA related: Vormstudie

Digital tools and techniques TWO has the WorldWideWeb as main subject. Introducing
Adobe CS plus, while the software (Dreamweaver and Flash) will be thoroughly studied.
Emphasis will be placed on information hierarchy, user experience, graphical interface,
navigation strategies, site development and site architecture.
assignment at hand.
ECTS: 2

LANGUAGE

english (2)
Ability to write and speak with conciseness and clarity to effectively communicate
within the industry of their major in English on an advanced level. This course is partly
offered online.
ECTS: 2
WDKA related: none

COACHING

sl-coaching
studying and jobs.
ECTS: 1

-----------------------------------------------------------------------------------------
Noten
[1] Edward de Bono, Lateral thinking. Creativity step by step (1970)
[2] Dutch designers recruited by Willem de Kooning Academy
[3] Florian Cramer, Snake ritual and switching circuits. The blurring lines between
mass and personal communication ‘old’ and ‘new’ media (2009)
[4] Paul Aren, It’s not how good you are, it’s how good you want to be (Phaidon)

Prepatory School
2D 3D
First year, first semester

Code Theorie ECTS Lecturer Nationality Teaching hrs Clock hrs
Theory Art History 3 CN 2
Lateral thinking 2 CN 4

Practise Concepting 2 EUR
Conceptual drawing 4 EUR 4
2D3D Design 2 CN 4
Dutch Mystery Project 2 NL (one week)

Skills Grammar of the visual 4 CN 4
Digital tools and techniques 2 CN 2
Basic Photography 2 CN 2
The Latin alphabet 2 EUR 2

Language English (1) 2 EN 2

Coaching The profession 1 CN 2
SL-coaching 1 CN

Pass 1 —

Total 30 28

30.6.2009/WDKA/SK 30.6.2

Prepatory School
2D 3D
First year, second semester

Theory Art History 3 CN 2
Lateral thinking 2 CN 4

Practise Conecpting 2 EUR
Conceptual drawing 4 EUR 4
2D3D Design 2 CN 4

Skills Grammar of the visual 4 CN 4
Digital tools and techniques 2 CN 2
Basic photography 2 CN 2
The Latin Alphabet 2 EUR 2

Language English (1) 2 EN 2

Coaching The profession 1 CN 2
SL-coaching 1 CN

Pass 1 —

Total 30 28

30.6.2009/WDKA/SK 30.6.2

Prepatory School
2D
Second year, third semester

Theory Design History 3 CN 2 Theory
East meet West 3 WORLD 2
Communication 2 CN 2

Practise Concepting 2 EUR 4 Practise
Sketching &presenting 2 CN

2D design 2 CN 4

Typography 4 EUR 4

Skills Imaging 4 CN 2 Skills
Digital tools & techniques (2) 2 CN 4

Language English 2 EN 2 Language

Coaching SL-coaching 2 CN 2 Coaching

Total 30 28

30.6.2009/WDKA/SK 30.6.2

Prepatory School
2D
Second year, fourth semester

Theory Design History 3 CN 2 Theory
East meet West 3 WORLD 2
Strategy 2 CN 2

Practise Concepting 2 EUR 4 Practise
Scetching/presenting 2 CN

2D Design 2 CN 4

Typography 4 EUR 4

Skills Imaging 4 CN 2 Skills

Language English 2 EN 2 Language

Coaching SL-coaching 1 CN 2 Coaching

FINAL 1 —

Total 30 28

30.6.2009/WDKA/SK 30.6.2

Prepatory School
3D
Second year, third semester

Theory Design History 3 CN 2
East meet West 3 Only guests WORLD 2
Communication 2 CN 2

Practise Concepting 2 EUR 4
Sketching & presenting 2 CN

3D design 2 CN 4

Modelling (1) 4 ASIA 4

Skills The grammar of construction 4 CN 4

Language English 2 EN 2

Coaching SL-coaching 2 CN 2

Total 30 28

2009/WDKA/SK 30.6.2009/WDKA/SK

Prepatory School
3D
Second year, fourth semester

Theory Design History 3 CN 2
East meet West 3 Only guests WORLD 2
Strategy 2 CN 2

Practise Concepting 2 EUR 4
Scetching/presenting 2 CN

3D Design 2 CN 4

Modelling (2) 4 ASIA 4

Skills The Grammar of Construction 4 CN 4

Language English 2 EN 2

Coaching SL-coaching 1 CN 2

FINAL 1

Total 30 28

2009/WDKA/SK 30.6.2009/WDKA/SK

Design Thinking Revisited

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