Design for Specialization Lecture 01 Bachelor of Design Colleges Applied Sciences Design for Specialization DESN2304 Semester 04 l 2007-2008

What is good visual design? What makes a good visual designer, and how can you be sure of getting good visual design? The visual design market can be confusing. At first sight, inexpensive visual design are easily & readily obtainable, because there are a lot of good people out there who thinks they can design. But for the customer, getting the right visual design is not easy. In fact it's a problem. Because what is the right visual design? Just because someone can work with Photoshop or has a digital design or graphic design qualification does not necessarily mean they are a good visual designer. An able designer needs far more qualities than just a good eye for color, form and detail. Design is an entity.

Good visual design tells a story, convey messages & communicates Good visual design tells a story, convey messages & communicates. Good visual design employs precise psychological tools, such as reactions to and associations with forms and colors. But above all, good visual design is a visual expression that functions in optimized interaction with communication and strategy. This makes heavy demands on the designer's ability to integrate design into the whole.

Developmental idea of a character design – the basis of a complex process of creative visual expression

Visual design also calls for considerable insight into the customer's firm, the purpose of the message and the underlying strategic thinking. Because like communication, design must reflect the customer's profile, appeal to the customer's buyers/partners, and also distance the customer from their competitors.

What’s wrong with these logos? Redesigned logos – serves a specific purpose to the company.

That the designer must work within the framework of the customer's situation and market is nothing new. But this does not mean it is the customer who sets the limits. The customer usually possesses an in-depth insight into the details of his business. But precisely the role of a designer is to provide fresh & innovative ideas to the customer & give creative solutions to his design problems.

The evolution of Apple computer logo design

A good designer must therefore be able to be creative within the framework laid down by the customer. Bubbling creativity is of no use without a sense of context and economic realism. A designer must be capable of focused working within financial and time limitations. This is the challenge, and it is one of the areas a good designer gets paid to master.

Examples of digital design where artworks created using computer software based on specific time frame and usually on a tight deadline. All serves a specific purpose.

Innovation is a word commonly used in the value sets of many companies Innovation is a word commonly used in the value sets of many companies. But being innovative means being willing to move boundaries – not least within oneself. There is a difference between being creative and being innovative.

Being creative means getting the best out of the given framework Being creative means getting the best out of the given framework. This can be done by any good designer.

Digital illustration that serves a specific purpose – for children storybook can be interpreted in different ways & style – some more imaginative than the other.

Being innovative means thinking beyond the given boundaries to take a fresh look and set new boundaries. This takes courage and trust – on the part of both customer and designer. The best visual design is therefore produced by a designer who knows the key questions to ask the customer and who transcends the conventional, and by a customer who has confidence in the end-result, dares to break limits – and to invest in the future.

A collection of character design based on animals & nature created for an animation – to tell a story

Creativity, inspiration and above all motivation must never be forgotten. Because being a good visual designer means being thoroughly tuned in, finding inspiration in the oddest things, and preferably also having access to exactly the right sources.

Designer gets inspiration from nature and manipulate his ideas based on his level of creativity

An awareness of current and future trends is thus an integral part of a visual designer's trick. This awareness provides the source of the inspiration that the designer passes on to the customer, but it also enables the designer to achieve self-renewal and find fresh creativity.

A good example of modernization without overdoing it A good example of modernization without overdoing it. Drop the caps, a well done 3D globe without losing it’s flatness. The difference between the old & new is very clear. The original gives the impression of the old conglomerate company. A brand that has been around strong for a long time. The new design has given this company a fresh look, and they are definitely moving and shaking, with the times. A good example of modernization without overdoing it. Drop the caps, a well done 3D globe without losing it’s flatness. The difference between the old & new is very clear. The original gives the impression of the old conglomerate company. A brand that has been around strong for a long time. The new design has given this company a fresh look, and they are definitely moving and shaking, with the times.

It should be clearly understood that a professional visual designer does not necessarily have his own style. This is because the designer's job is to supply a message that has to fit the company's view of itself, the company's strategy, and the company's desired market position. Another reason is that the design must appeal to the values of the users. Good design must be design that works: design that helps generate revenue and optimize the understanding of the message. Such design can only result from thorough preparation, an analytical appreciation of the company's message and market, and naturally a creative mind.

end of any question? Lecture 01