Design Is a Process of Creation. Design Is Also the Created Product.
Definition
Design is creation. One of the most interesting things about design, for All Kaps Design, is that it is the very process of creation as well as the created product. As a matter of fact, any deliberation on design can be approached from two two perspectives:
- Design as a process
- Design as a product
In simple words, it is an act of creating something creative and useful. We know there are always, again, two elements that we can consider: (i) functionality and (ii) aesthetics. So, design is a process of creating with the elements of functionality and aesthetics into considerations. A concept such as design thinking defines how we can elaborate on this process of creation.
Design Thinking
We will talk in detail about design thinking in another. For a rough idea, for now, design thinking implies that we understand, plan, test and create a thing by considering and emphasizing on the requirements of end-users. In the words of Interaction Design Foundation:
Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems in an attempt to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding.
In the world of design, the Hasso-Plattner Institute of Design at Stanford, more popularly known as d.school, proposed the five phases of design thinking, which follows a simple process, but which is not necessarily linear:
1. Empathize
> 2. Define
> 3. Ideate
> 4. Prototype
> 5. Test
The Process and the Product
On one hand, design is a procedure and on the other, it is an end product. The smartphone that you are using is a design, The laptop or PC that you use is a design. The table/desk and chair that you are using now is a design. The vehicle that you are traveling in is a design. The very text that you are reading now is a design. The text is created on a design in the form of a composer. The composer is created on a design in the form of a blog. The blog is a created on a design in the form of a content management system. And it goes on and on.
And behind every product, every object, literally behind everything, there is a process!
In a nutshell, design is planning. It is as well the product that we get out of that planning. And depending on who you ask, you will hear these expressions often:
- Design is art as well as science
- Design is how functional a product is (that's Steve Jobs for you. He made the popular statement: Design is how it works.)
- Good design is invisible
It's not just what it looks like and feels like. Design is how it works.
— Steve Jobs
Visual Design 101
Visual design is the art and practice of creating visual content that communicates messages, evokes emotions, and solves problems through the strategic use of typography, imagery, color, layout, and other design elements. It draws on principles of aesthetics, usability, and psychology to create visually appealing and functional designs. Below are definitions enriched by the concepts of prominent designers:1. Paul Rand
- Design as Communication
Paul Rand, a pioneer of modern graphic design, emphasized that design is fundamentally about communication. He stated, “Design is the silent ambassador of your brand.” Visual design, in this context, is the synthesis of form and function, where every element—color, font, or icon—serves to convey a clear and meaningful message.
2. Dieter Rams
- Principles of Good Design
Dieter Rams, a legendary industrial designer, outlined Ten Principles of Good Design, which also apply to visual design. He emphasized that good design is:
- Innovative
- Aesthetic
- Understandable
- Unobtrusive
- Honest
3. Don Norman
- Design and Human-Centered Approach
Don Norman, known for The Design of Everyday Things, highlights the importance of human-centered design. He argued that design should enhance usability and emotional resonance. In visual design, this means creating interfaces and visuals that are intuitive, accessible, and delightful to interact with.
4. Massimo Vignelli
- Design and Discipline
Massimo Vignelli believed in design discipline and the importance of structure. He stated, “If you can design one thing, you can design everything.” For visual design, this translates to adhering to grids, hierarchies, and consistency while allowing creative freedom to innovate within constraints.
5. Josef Müller-Brockmann
- Grid Systems
Josef Müller-Brockmann is renowned for introducing grid systems in visual design. He argued that grids bring order to design, making it functional and readable. Visual design often employs these principles to create balanced and harmonious compositions.
6. Herbert Bayer
- Bauhaus and Minimalism
Herbert Bayer, a prominent Bauhaus designer, believed that visual design should integrate simplicity and functionality. He pioneered the use of typography and layouts that were clean, direct, and devoid of unnecessary decoration. His work reminds visual designers to prioritize purpose and efficiency.
7. Wucius Wong
- Visual Grammar
In his seminal book Principles of Two-Dimensional Design, Wucius Wong explored the foundational elements of visual design, such as line, shape, texture, and color. He demonstrated how these elements, when combined effectively, create impactful visual experiences.
Key Concepts in Visual Design:
- Contrast and Emphasis: Ensures key elements stand out (e.g., Gestalt principles).
- Hierarchy and Balance: Guides the viewer’s attention in a logical flow.
- Unity and Harmony: Creates coherence across design elements.
- Typography: As Paul Rand argued, “Typography is an art in itself.”
- Color Theory: Influences mood, perception, and meaning.
Conclusion
Visual design is more than just making things look good; it is about crafting intentional, meaningful, and user-centric experiences. By applying the theories and practices of these influential designers, visual design becomes a powerful tool for storytelling, problem-solving, and innovation.
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