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  1. 1. Design basics <ul><li>What is design? </li></ul><ul><li>Bauhaus </li></ul><ul><li>Gestalt Theory </li></ul><ul><li>Elements of design </li></ul><ul><li>Principles of design </li></ul><ul><li>Creative Process </li></ul>
  2. 2. What is design? <ul><li>noun= a plan </li></ul><ul><li>verb= to organize, to order, to arrange </li></ul><ul><li>a purposeful arrangement of visual elements in order to create meaning or something that has a function. </li></ul>
  3. 3. What is design? <ul><li>traditionally applied to art, architecture, graphic and industrial design, advertising, fashion, etc </li></ul><ul><li>today, our experience of design is incredibly ubiquitous </li></ul>
  4. 5. Design today <ul><li>culture is increasingly DIY, so our experience of design is incredibly intimate and personal </li></ul><ul><li>we have become prosumers that determine our own design experiences and even contribute to broader culture </li></ul>
  5. 7. design allows us <ul><li>to communicate to the world </li></ul><ul><li>to define ourselves </li></ul><ul><li>to improve our lives and give it meaning </li></ul>
  6. 8. What is 2d design? <ul><li>creating flat visual patterns or illusions by arranging elements on a picture plane that only has 2 dimensions (height and width) </li></ul><ul><li>compositions can remain flat or be pictorial (show illusion of 3d space) </li></ul><ul><li>elements on 2d surface are the figure , space around those elements are the ground </li></ul>
  7. 9. Bauhaus
  8. 10. Bauhaus <ul><li>school operated in Germany between 1919 and 1933 </li></ul><ul><li>heavily influenced modernist art, design, typography and architecture (economical use of materials, clean lines and geometry) </li></ul><ul><li>also influenced the way art and design is taught </li></ul>
  9. 11. bauhaus <ul><li>artists and architects like Wassily Kandinski, Paul Klee, Piet Mondrian, and Walter Gropius </li></ul><ul><li>foundation courses reflect the main art and design issues of the period- expressing universal visual language using basic elements and principles, “form follows function”, “truth to materials” </li></ul><ul><li>ideas exported to US during war as artists emigrated </li></ul>
  10. 13. gestalt <ul><li>Since the early 20 th century, gestalt psychologists have studied visual perception, or how the brain and eye work together </li></ul><ul><li>The human brain is naturally able to perceive unified structure (a gestalt) even in random chaos. It finds patterns, perceives figure/ground relationships, and fills in visual “blanks” </li></ul><ul><li>Basic premise: we see the whole before we see the parts </li></ul><ul><li>An artist or designer can use an understanding of gestalt to control what and how the viewer sees </li></ul>
  11. 14. gestalt principles <ul><li>proximity = we group as a whole objects that are spatially close </li></ul><ul><li>similarity = we group as a whole objects that resemble each other </li></ul><ul><li>continuity = we mentally complete forms that are cropped by other forms or edges of picture plane </li></ul><ul><li>closure = we connect forms that are aligned along a distinctive visual path </li></ul>
  12. 15. closure similarity continuity
  13. 16. beyond bauhaus <ul><li>each generation must ask: </li></ul><ul><li>“ what are the foundational principles of today?” </li></ul>
  14. 18. bauhaus [form=meaning] formalism, modernism formalism, modernism formalism, modernism <ul><li>Elements = line, shape, value, texture, color, space </li></ul><ul><li>Principles = balance, emphasis, repetition, variety, rhythm, economy, proportion, unity </li></ul>
  15. 19. CONTEMPORARY [FORM+CONTENT+CONTEXT=MEANING] CONCEPTUALISM, POSTMODERNISM <ul><li>same elements and principles apply </li></ul><ul><li>added elements= time, narrative, sound, light, context, text and sign, technology </li></ul><ul><li>added principles= fragmentation, appropriation, hybridity, juxtaposition, layering, recontextualization, deconstruction, defamiliarization, criticality </li></ul>
  16. 20. terms to know <ul><li>picture plane </li></ul><ul><li>pictorial space </li></ul><ul><li>the Bauhaus </li></ul><ul><li>Gestalt psychology </li></ul><ul><li>closure </li></ul><ul><li>continuity </li></ul><ul><li>formalism </li></ul><ul><li>conceptualism </li></ul><ul><li>modernism </li></ul><ul><li>postmodernism </li></ul>