Neo_minimalism_talk by Dharam Mentor, ual London

Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking
is Good Business
- Dharam Mentor

Hello

Neo-Minimalism

WHAT
WHY
HOW
WHERE
WHEN
Neo-Minimalism

What is the
Neo-minimalism
definition?
WHAT
WHY
HOW
WHERE
WHEN
Neo-Minimalism

What is the
Neo-minimalism
definition?
Why is Neo-minimalism
getting popular?
WHAT
WHY
HOW
WHERE
WHEN
Neo-Minimalism

What is the
Neo-minimalism
definition?
getting popular?
How to create an
excellent Neo-minimalist
design solutions?
WHAT
WHY
HOW
WHERE
WHEN
Neo-Minimalism

What is the
Neo-minimalism
definition?
getting popular?
How to create an
design solutions?
When to use Neo-minimalism
in communication design
solutions
WHAT
WHY
HOW
WHERE
WHEN
Neo-Minimalism

What is the
Neo-minimalism
definition?
getting popular?
How to create an
design solutions?
When to use Neo-minimalism
in communication design
solutions
Where to practice
Neo-minimalism?
I share some of my design
solutions...
WHAT
WHY
HOW
WHERE
WHEN
Neo-Minimalism

Modernism (1850 -1975) Post-Modernism (1975 - Still on
Art movements
- Let us understand the bigger
context
- Art movements run for an
extended period
- An Art movement sometimes
consists of many sub Art
movements.
- Art movements produce Design
movements.

Art movements
Design
movements
context
extended period
movements.
movements.
- The design movement mainly
derives its energy from the art
movement.
- Design movement comprise:
Architecture design,
Furniture design,
Fashion design
Product design, etc

Communication
design/art
Art movements
Design
movements
context
extended period
movements.
movements.
- Communication design/art
impacted by design theories.
- So, it is crucial to understand the
nuances of persuasive design in the
context of neo-minimalism theory.
- The design movement mainly
derives its energy from the art
movement.
- Design movement comprise:
Architecture design,
Furniture design,
Fashion design
Product design, etc

Prehistoric
Art
40,000–4,000
B.C.
A brief Art history timeline

Prehistoric
Art
40,000–4,000
B.C.
Ancient
Art
(4,000
B.C.–A.D.
400)

Prehistoric
Art
40,000–4,000
B.C.
Ancient
Art
(4,000
B.C.–A.D.
400)
Medieval
Art
(500–1400)
Renaissance
Art
(1400–1600)
Neoclassicism
(1750-1850).

Prehistoric
Art
40,000–4,000
B.C.
Ancient
Art
(4,000
B.C.–A.D.
400)
Medieval
Art
(500–1400)
Renaissance
Art
(1400–1600)
Neoclassicism
(1750-1850).
Minimalism
(1965-1975)
Modernism (1850 -1975)

Prehistoric
Art
40,000–4,000
B.C.
Ancient
Art
(4,000
B.C.–A.D.
400)
Medieval
Art
(500–1400)
Renaissance
Art
(1400–1600)
Neoclassicism
(1750-1850).
Minimalism
(1965-1975)
Neo-Minimalism
(2000-Still on)

Prehistoric
Art
40,000–4,000
B.C.
Ancient
Art
(4,000
B.C.–A.D.
400)
Medieval
Art
(500–1400)
Renaissance
Art
(1400–1600)
Neoclassicism
(1750-1850).
Renaissance

Prehistoric
Art
40,000–4,000
B.C.
Ancient
Art
(4,000
B.C.–A.D.
400)
Medieval
Art
(500–1400)
Renaissance
Art
(1400–1600)
Renaissance
Neoclassicism
(1750-1850).
Minimalism

Minimalism
Definition of Minimalism:
As the name suggests, ‘Minimalism’ implies
using limited material to create a structure/
products/art pieces. A minimalist artist/designer
will typically use a restricted palette of colors
and have a basic geometric design.
less
is
more
- Ludwig Mies van der Rohe

Minimalism
Minimal Art is a school of thought
wherein painting and sculpture’s
expression is kept to a minimum
to give the work an utterly literal presence.
As a result, paintings and sculptures were used
basic geometric shapes, primary colors & carry
non-expressive content.

Minimalism
Minimalism
Painter, Frank Stella, this painting is called
Hyena Stomp.
The artist wants the viewer to respond only
to what is in front of them, not any further
interpretations or imagined concepts.
Surrealism was a means of reuniting conscious and
unconscious realms of experience so completely
that the world of dream and fantasy would be joined
to the everyday rational world
Salvador Dalí , ‘The persistence of time’ in
the eyes of the dreamer.
Surrealism

Minimalism
Donald Clarence Judd was
an American artist associated
with minimalism. In his work,
he sought clarity for the
constructed object and
the space created by it.
Let’s look at few minimalist artists

Minimalism
As minimalist painter
Frank Stella once said:
“What you see is what
you see.”
Let’s look at few minimalist artists

Souece: http://understandingminimalism.com/introduction-to-minimal-art/
Objectives
The minimalist artists wanted to
allow the viewer an immediate,
purely visual response. Let the
viewer experience strongly the
pure qualities of colour, form,
space and materials.

Objectives
Minimalism sought to de-mystify
art.
(the medium and materials
of the work were its reality, and
that was what the artists wanted
to portray).

Objectives
art.
to portray).
The concept of
‘pure aestheticism’ was highly
revolutionary at the time

Objectives
art.
to portray).
The concept of
‘pure aestheticism’ was highly
revolutionary at the time
In order to achieve this,
they attempted to remove
all suggestions of self-expressionism
from the art work, such as:
Composition
Complexity of form
Themes
Metaphorical associations
Meaning/sentiment/emotion
Elements of traditional work
Personal expression of the artist.

Renaissance Minimalism
- Minimalism is a design style that
subtracts more details
- Highlights the negative space
- Use eye-catching colors

Renaissance Minimalism
- Bold typography

WHAT
Neo-Minimalism

Definition of Minimalism:
As the name suggests, ‘Minimalism’ implies
using limited material to create a structure/
products/art pieces. A minimalist artist/designer
will typically use a restricted palette of colors
and have a basic geometric design.
Neo-Minimalism
Minimalism
Definition of Neo-minimalism:
Neo-minimalism concept is also based on simple and
straightforward forms and colors.
However,
- it uses many more practical color shades over
conventional primary colors
- many more shapes.
Even though it goes beyond just using squares,
rectangles, horizontal and vertical lines, and primary
colors. It uses multiple shades of colors, but the total
numbers of shades are still limited.
Neo-minimalism:
Still follows
“Less is more”
concept...

The rise in neo-minimalism is due to the trend ‘Less is More.
Neo-minimalism is all about achieving maximum creativity using
minimum elements.
Neo-Minimalism
Post-Modernism (1975 - Still on
Single color (Red)
Stark Contrast
Played with negative space
No photographs

Neo-Minimalism
minimum elements.
Follow User-centric Hierarchy
Follow ergonomics
Used less material to produce
Vs

Neo-Minimalism
minimum elements.
You can create the same narrative
using minimum elements
Vs

Neo-Minimalism
minimum elements.
A single image is essential for establishing a focal point.
Follow typography hierarchy to keep the flow properly.
Vs

Neo-Minimalism
minimum elements.

WHY
Neo-Minimalism

Why is Neo-minimalism getting popular?
1. Audience/consumer’s
attention spans are
becoming shorter than
ever.
Therefore, we have to
communicate faster
and feed most essential
information quicker
to vividly register in the
consumer’s mind.
2. Audiences/consumers
are becoming savvier;
they need less info to
understand the subject
matter.
Therefore, we need to
communicate what
ignites their interest and
rest everything they can
do Google search anyway.
3 Audiences/consumers
do have a scarcity of time
in life
Therefore, having a
straightforward message
could work effectively on
many occasions.

3 main reasons why complicated designs
are problematic.
1. Complex design
can be confusing and
suffocating :
It feels claustrophobic
because It’s visually
exhausting.
Your eyes are constantly
moving around, and
everything loses
importance because
nothing stands out.

Three main reasons why complicated
designs are troublesome.
2. Complex design is
usually less memorable.
Simplicity is more
comfortable to remember
than complexity.
For example, religious
followers worldwide get
emotional when they see
their symbol because it
embodies all the lessons
and stories they have
learned.

Three main reasons why complicated
designs are troublesome.
3. Complex design can be
less persuasive.
In Neo-minimalism, we
insist that you pick the
top one or two benefits
and showcase them.
It does focuses our
design communication
value
Adds persuasive power to
the design solutions.

HOW
Neo-Minimalism

How to create an excellent
Neo-minimalist design solutions.

Images
Image is important for
establishing a focal point.
When using imagery,
carefully consider
balance, symmetry, open
space, and contrast.
What is Neo-minimalism What is not Neo-minimalism

Fonts
Neo-minimalism has few
focal points; typography
receives lots of attention. So
get creative with your font;
make sure it’s legible. And
keep it down to one or two
font types.
Simple forms apply to the fonts as well.
Neo-Minimalist fonts are straightforward,
crisp, and most of the time lack any
decoration. Serifs are not prohibited, but
by default, their usage is quite limited. Two
of the old but widely used fonts for Neo-
Minimalist design are Helvetica.

Colors
Neo-minimalism is all
about simplifying form;
thus, one can’t expect an
intricate design and the
subtle shades of a color.
The use of color and
shapes varies through
time.
Today, Neo-minimal designers use more complex shapes and rich color palettes than traditional De Stijl artists who limit
themselves to basic geometric shapes and primary colors.
Pick a color that compliments the message and mood. Use two contrasting colors to create pop and pique interest.

Element
Drive away from
decorative styling/
elements.
If you’re thinking about
adding an element, ask
yourself if it enhances the
design.
Does it serve a purpose?
If not, cut it.

WHEN
Neo-Minimalism

When to use neo-minimalism in
communication design solutions
When you hope to speak
to a straightforward audience
Neo-minimalism works both ways.
The straightforward audience can
appreciate the directness of
Neo-minimalism.
- Nothing fancy.
- No tricks.
- Just the real deal.

WHERE
Neo-Minimalism

Where to practice neo-minimalism
design-thinking
While designing communication materials:
- Brand Identity & Visual Language
- Brand packaging design
- Brand Digital communication -Web Page
- Communication materials for an event, etc.

design-thinking
Example: Brand Identity & Visual Language

design-thinking
Example: Brand Identity & Visual Language
Johnson Banks, We were appointed in 2016 by University of the Arts
London (UAL) to help define their brand.
But as the market for creative education, both domestically and
internationally, became increasingly competitive, it was time for the
scheme to work harder.
‘why are we here?’ – and the answer soon became clear:
‘because the world needs creativity’.

Colons became part of the Visual Language

design-thinking
Example: Publication design

design-thinking
Example: Brand packaging design
The packaging design ‘essence’
was tried to capture in the identity unit
itself...

The first round of packaging design explorations

The second round of packaging design exploration

They are currently being showcased at The Taj Mahal Tea House.

design-thinking
Example: Brand Digital communication -Web Page
www. designhorse.in the webpage design

design-thinking
Example: Communication materials for an event.
Video

design-thinking
Example: Communication materials for an event.
Fonts
Typography receives lots of
attention. So get creative with
your font; make sure it’s legible.
And keep it down to one or two
font types.
Images
Image is important for
establishing a focal point.
Colors/shapes/forms
Neo-minimalism is all about
simplifying form; The use of color
and shapes varies through time.
Element
Keep away from decorative
styling/elements.

Potential
takeaways for the
participants:

Potential takeaways for the participants:
- The concepts of Minimalism and
Neo-Minimalism
- The need for neo-minimalism in design
marketing and brand building
- How companies have moved their
design-heavy visual branding to minimal
design
- The relevance of neo-minimalism in
the context of consumer behavior and
customer experience
- The relevance and implementation of
neo-minimalistic design
- Application of neo-minimalistic designs
- How to integrate neo-minimalism in
design thinking?
- Pitching to clients and grabbing
mandates based on design intelligence
Neo-minimalism is
‘Minimalism on steroids’

Neo-Minimalism
- The need for neo-minimalism in design,
marketing, and brand building
design
customer experience
design thinking?

Neo-Minimalism
design
customer experience
design thinking?

Neo-Minimalism
design
customer experience
design thinking?
By understanding the school of thought, its principles
and manifesto, and practising them...

Thank
you

Neo_minimalism_talk by Dharam Mentor, ual London

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