What is “Design”? An exploration through masterpieces

Something that attracts, that fascinates, that isn’t forgotten…

Something that makes unexpected juxtapositions in a way that conveys an idea simply but powerfully…

Something that makes small things big (or big things small) in order to startle, and bring a smile…

Like music, something that can also be extremely soothing, harmonious and rhythmic…

That is no more than a few words and images arranged on a sheet of paper…

And sometimes, only words…

Sometimes blurring the boundary between words and images, leaving us unsure which is what…

But always making full use of the ‘real estate’ to get the message home… Like architecture on a page.

Often using metaphor and imagery to invoke mood and meaning… Always working within the particular cultural context.

Using its entire armoury to make us pause, reflect, and act…

Often using humour as a way to establish a rapport between an object and a viewer/ user/ human being…

Sometimes intriguing, but always visually arresting, inviting us to probe and explore…

Constantly searching for the most minimal yet most effective way of drawing our attention, and conveying the gist of the message…

Sometimes actually resorting to a shortcut or abbreviation!

At times, treating the entire world as its canvas…

At other times, restricting itself to just one subtle device to stand out and make its point.

Like a magician, surprising us by pulling out amazingly attractive and imaginative ideas from a dry-as-a-bone hat…

At other times, conveying layers & layers of fascinating information, without confusing us or letting us get bored or feel overloaded…

Never settling for mediocrity, always playful and engaging…

This presentation was brought to you by: Cassandre Ivan Chermayeff Herb Lubalin Saul Bass Tibor Kalman April Greiman Walter Landor Paula Scher Colin Forbes Richard Saul Werman Meredith Davis

Cassandre

Ivan Chermayeff

Herb Lubalin

Saul Bass

Tibor Kalman

April Greiman

Walter Landor

Paula Scher

Colin Forbes

Richard Saul Werman

Meredith Davis

And now, a few examples from my own career…

thank you.