DESIGN PROCESS

							Real World Communication Studio
 Provide professional services for a client. You will research,
  design, problem-solving, teamwork, visual editing, and
  assessment abilities as well as utilizing a range of software
  and digital photography skills.

 Students will individually pick one of the following:

   o A need that they would like to find a solution for (ie waking up
     teenagers in the morning). Note the solution to this problem may
     result in developing a prototype (it doesn’t have to work- just to be
     used in a commercial or for photography purposes) or to provide a
     unique service.

   o Select a local institution/organization or a school department
     function or a campaign that needs to be communicated (ie the
     literacy group wants to promote ‘literacy is cool’)
 They will brainstorm ideas (individually) , group some of these
  ideas, evaluate these ideas and present the problem and some
  solutions to the class on _________________. This is your ‘pitch’
  and will be evaluated.

 Based on what is presented students will pick a project that they
  think is interesting until we have groups of 4-5 people.

 Group work to further identify the client’s need and target
  audience.

 As a group you will further research (interview client if there is
  one) and brainstorm ideas (these will be handed in as part of
  your evaluation), evaluate, redevelop, and refine you ideas.

 As a group, decide which ideas (or combinations of ideas) you
  wish to move forward with. Hand in this preliminary work.
 You will be required to create:
          Using Photoshop and Indesign :

                 a logo ( I will give a presentation on logo design)
                 a poster , ad or/a trifold brochure (depending on the needs of the
                  client. Note that final presentation requires the use of some
                  original photography.

          Using Dreamweaver and Flash

                 A webpage will be developed to showcase your product, campaign
                  or service. Utilize a bit of flash on this site (not overpowering)

          Using Premiere

                 Film a commercial or promotion for your product, event, or
                  service.
 Divide and conquer the tasks . Remember to get each other’s phone numbers
  so you can keep in contact. If you would Iike I can give each of you a wiki page
  to help in the coordination.

 Your final work will be presented to the class and possibly your client.
 Grading

 Individuals will be graded on their degree of completion
  of all stages of the design process. Each student is to
  submit their web maps, brainstorming ideas, rough
  sketches, notes and evaluations of group work as part of
  their final project. Each student will also be expected to be
  able to communicate the ideas behind each piece, how they
  meet the client need and target audience and how the
  group evaluated each idea to arrive at its decision for the
  final designs.

 The design process and rough work is worth 40 % of your
  work .

 You will be marked as a group as well as your individual
  contributions to the project.
People can become creative if they give “ a kind of
permission to be ourselves, to fantasy, to let loose, and
to be crazy, privately.(Every new idea looks crazy at
first)…. A creative person has a fusion of primary and
secondary processes; both conscious and unconscious;
both of deeper self and of conscious .
(De Bono 1970
Identify the Problem
Define the problem, be specific. Try to capture it in one question

 What's the purpose of the project?
  Information? Entertainment? Education? To attract attention? To create an image
  or identity? To make life easier? To beautify? To fix a problem? To provide a
  service?
 What are the requirements or specifications?
  Size, colour, dimensions, budget, quantity, materials.
 When it is required?
  Due dates? Cost restraints? Material constraints?
 Who is the target audience?
  Students? General Public? Parents? Staff? Age? Male/Female? Income? Level?
  Where do they live?
 Why is it necessary
  Innovation? Upgrade? Variety? For a mark in this course?
Gather Information
 Talk to your client
 Use information from researches that have gone before
    you. Do not copy but be inspired by other work done
    before you.
   Gather reference material, models, samples and
    examples.
   Keep a file of inspirational material.
   Record information
   Establish a plan of procedures, look into the "state of
    the art" by examining other solutions on the web.
IDEA GENERATING
Brainstorm
 Create a list of lead questions (Use the 5 w’s + H again)
 Lists of as many solutions as possible, quantity is desired
 Be spontaneous, do not edit your self, record your ideas
 Withhold criticism by suspending judgement, participants
    will feel free to generate unusual ideas
   Let your ideas lead you to other areas focus on extending or
    adding ideas, build on your ideas
   Welcome unusual ideas, the wilder idea the better
   Combine and improve ideas- good ideas may be combined
    to form a single better good idea 1+1=3
   Use mind maps          Sketch on paper
   Group brainstorming generates a large number of ideas for
    a solution of a problem (developed in1930by Alex Osborn in Applied Imagination)
Mind maps (developed by Tony Buzan)
Is another way of creating    A mind map is a diagram
individual brainstorming      used to represent words,
                              ideas, tasks, or other
                              items linked to and
                              arranged radially around
                              a central key word or idea.
                              Mind maps are used to
                              generate, visualize,
                              structure, and classify
                              ideas, and as an aid in
                              study, organization,
                              problem solving, decision
                              making, and writing.
Structured graphic representation
  of words and ideas produced by
  brainstorming
 A person starts in the middle of
  the page with the main idea,
  and works out in all directions,
  producing a growing and
  organized web like structure
  composed of key words and
  images
 Each idea becomes a centre of a
  new web map.
 The mapping allows you to write
  down your ideas quicker than
  expressing them in words or
  phrases. Once the words and
  ideas flow there is a need to
  cluster or group them
 Find connections
 Use of lines, colours,
  arrows, and branches can
  be used to indicate
  relationships between
  the ideas generated the
  mind map.
 Mind maps help organize
  the information, once all
  the ideas and visual
  information are on the
  page you can start finding
  further connections and
  start creating new ideas
  or images.
There are some simple rules for mind mapping:
 Use just key words, or wherever possible images.
 Start from the center of the page and work out.
 Draw quickly on unlined paper without pausing, judging or
  editing
 Make the center a clear and strong visual image that
  depicts the general theme of the map.
 Draw Primary Branches from the Central Image.
 Create sub-centers for sub-themes.
 Put key words on lines. This reinforces structure of notes.
 Begin secondary branches, adding additional lines and
  words.
 Print rather than write in script. It makes them more
  readable and memorable.
 Use symbols, drawings, and colours to add life to your mind
    map. Use color to depict themes, associations and to make
    things stand out. Anything that stands out on the page
    will stand out in your mind.
   Be bold in your use of colours.
   Be bold in your thinking
   Use arrows, icons or other visual aids to show links
    between different elements.
   Don't get stuck in one area. If you dry up in one area go to
    another branch.
   Put ideas down as they occur, wherever they fit. Don't
    judge or hold back.
   Break boundaries. If you run out of space, don't start a new
    sheet; paste more paper onto the map. (Break the 8x11
    mentality.)
   Be creative. Creativity aids memory.
   Get involved. Have fun.
Real life example
 Basically, Bettencourt Green Building Supplies is a company based in Brooklyn
  , NY, specialized in providing quality green building materials to designers,
  architects, contractors and homeowners on the East Coast,USA. They have
    been there for quite a long time ( around 8 years) but haven’t gained a lot of
    attention from the public. Supposed that this year they want to change their
    image and attract more local customer, our team were asked to research and
    design their new logo.
   Firstly after meeting with the client, researching about the company and
    brainstorming, we have home up with the theme of the company which consist
    of 3 things:
   + Eco-friendly company
   + Providing high quality supplies ( sustainable products)
   + Together with specialized service ( They are not only delivering the
    product, but also give customers aesthetic suggestion/ consultant from
    experienced professional staffs with strong knowledge about both the products
    and specialized fields - design/architect…)
   These above are the most important aspects that the company want to promote
    itself publicly, in short , we can say in one sentence that Bettencourt Green
    Building Supplies is a company doing their business in 2 points : delivering
    high quality green building products and giving their customers valuable
    aesthetic suggestions.
   Our chosen concept is “Bettencourt treasures the nature”.
 Firstly we want to express the
  all the aspects in the logo plus
  the idea that Bettencourt will
  be a key (the solution) to the
  environment problems.
 However, another meeting with
  the client (here is our lecturer)
  has taken us to a point that our
  designs have some problems:
 + If we want to put all the idea
  into one logo, the logo will not
  have any strong impact, because
  all the elements are equally
  important.
 +the Bettencourt word looks like
  have been divided in to 2, the B
  and the ettencourt.
 + Client however likes the idea
  of the first “B” only without the
  “ettencourt”, and they like how
  we put 2 leaves inside the B
  shape instead of using the
  counters as usual. And the leaves
  themselves have special
  meaning too.
 After coming back home and refine our logo, we have this final one:

 We choose to present the pictorial typed logo next to the signiture,
  because Bettencourt company is a new thing to most of people, and if
  the B shape stand alone, they will not be able to know what is the
  company and what they are doing. We recommend the company to use
  this at the first time when they used the new logo, after a while when
  they have already gained popularity, they can drop the signature and
  keep the pictorial part.
 The pictorial part only, have some hidden meanings:
 the two leaves represent two aspects in the company business.
 B shape is for Bettencourt (ofcourse!)
 Round shape is for protecting and make the B stronger, more
  appealing, and plus circle will never goes out of style you can
  believe that the logo can live long.
 +The only green leaf (which is also the only element in green in
  the whole logo) represent the nature and the specialized service
  of Bettencourt, which their competitors do not have.
 +The brown leaf is for the product, brown is the color of wood,
  bamboo, coconut, .. which are the product materials.
 Putting 2 leaves inside the B and the B inside the circle mean B
  company will be strong with their 2 concern aspects
Evaluation
  Whittle down the ideas generated to 5 good ideas
  Evaluate these ideas generated and compare each
     solution to the design criteria,
    refining and modifying as required
    Do your ideas satisfy the requirements
    Try and choose one to three and develop it further,
     possibly present these to the client
    The solution should not require resources or skills the
     members of the group do not have or cannot acquire
    The steps to carry out the solution must be clear to all
THUMBNAIL SKETCHES
CONCEPT DRAWINGS
MOCK UPS AND PROTOTYPES
PRELIMINARY PLANS FOR CLIENT TO REVIEW
   The solutions (e.g., by testing, modelling, and documenting
    results), possible revisions, and then choosing the best one.
   Sometimes 3 ideas are presented to the client for their
    feedback which may result in further revisions
The solution, using one or more of the following: final
drawings, technical reports, electronic presentations, flow
charts, storyboards, mockups, prototypes, and so on.
Communicate these ideas to the client
on the final solution and repeat the design process if
    necessary to refine or improve the solution.
Possible projects
 Literacy committee- Creative campaign that “Reading
 is Cool”
      client- Mrs.Rawn
 Library- Visual promoting cues/ reminders for the
 library rules. The more creative and funny the better.
 Project title: Converting Library Rules to Visual Cues
      client- Mr. Ross
 Help Lesoto- developing an awareness about our sister
 school and the work we do for them. Possibly
 encouraging donations.
      client- Mrs. McKeague
 Bear- Goal to get more students and the community involved in
  Bear- making it fun and engaging. Including a fundraising
  scheme for planting of flowers and shrubs on the school
  property.
       Client- Mrs. Beaton
 French Department- promoting the learning of French
       Client- Mrs.Beaton
 Chess and Games club-promotional material
       Client- Mrs. Gingerich
 Play –Macbeth- A campaign for the show. A poster, a program, a
  log0 (Spartan Theatre). Video ad and website design.
       Client- Mr. Williams and Ms. Awwad