Divergent Thinking
Divergent Thinking
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Divergent thinking is used by designers to generate a wide variety of ideas, solutions, or possibilities for a design problem. It is a non-linear and spontaneous thinking approach that encourages the exploration of multiple perspectives and creative alternatives. Divergent thinking aims to break away from conventional or obvious associations to uncover novel and imaginative concepts.
In divergent thinking, designers explore numerous potential solutions without immediate judgment or evaluation. This approach often involves free-flowing, open-ended brainstorming sessions, where ideas are built upon, making connections, and exploring unconventional solutions.
Divergent Thinking Methods
Divergent Thinking Methods
Expand on the below understandings of divergent thinking here
Brainstorming: Generating a multitude of ideas in a short time without immediate evaluation. It encourages designers to explore unconventional solutions and build on suggestions & connections.
Visualization: Using visual aids, such as mood boards or concept maps, to reflect on and explore design concepts from different perspectives.
Mind Mapping: Visual representation technique where ideas are arranged in a hierarchical, non-linear structure to explore associations and relationships. It aids in organizing and connecting various elements, fostering a more expansive exploration of possibilities.
Empathy Mapping: gain a deeper understanding of users' thoughts, emotions, and experiences. It involves creating a visual representation of user personas by focusing on their needs, goals, pain points, and aspirations.
Forced Connections: Linking unrelated ideas or concepts to inspire innovative thinking. It challenges designers to break free from conventional associations and consider unique combinations. For example, connecting elements like music and furniture design to create original concepts.
Sketching: Rapidly sketching ideas and concepts to visualize and communicate design solutions.
Prototyping: Building low-fidelity models, mock-ups, or interactive prototypes to test and design concepts.
Free Writing/Brain Dump: Continuous writing without concern for grammar or structure, fostering a flow of ideas.
Reverse Thinking: Looking at a problem or challenge from an opposite or unconventional perspective. For example, consider how a product could be designed to intentionally break traditional norms.
SCAMPER Technique: An acronym for Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse.
Role Play: Assuming different user personas or stakeholder roles to gain a deeper understanding of their perspectives and experiences.
Role Storming: Designers assign participants to different roles, such as users, to generate diverse viewpoints quickly.
Random Word Generation: Introduce unrelated words to stimulate creative connections and ideas. For example, apply randomly chosen words like "cloud" and "tiger" to inspire design concepts for a product.
Picture Prompt Exploration: Stimulates creativity by analyzing and interpreting images for design inspiration.
Provocation Technique: Pose challenging and unconventional questions to encourage innovative thinking. For example, ask "What if gravity worked differently?" to inspire unique design concepts.
Surveys and Questionnaires: Collecting feedback and data through structured questionnaires to assess user preferences and satisfaction.
Collaborating Opportunities in Divergent Thinking:
brainstorming – co-create with peers or stakeholders. Use brainstorming to share your ideas with stakeholders or peers for further input.
mind mapping - collaborate with peers or stakeholders to connect ideas together. Use collaborative online tools like a Miro board.
empathy mapping - work with peers or target audience members to gather insights.
interviews - work with stakeholders, client, or target audience members to gain qualititative insights.
surveys - use these to connect with multiple stakeholders or target audience members to gather quantitative data.
Convergent Thinking
Convergent Thinking
Convergent is used by designers to bring together various ideas, details, or perspectives to arrive at a focused and optimal solution to a design problem. It is a more linear and analytical thinking approach aimed at identifying the best possible answer within the . Convergent thinking strategies apply logical reasoning, critical evaluation, and the narrowing down of possibilities to reach a well-defined solution to the design problem.
In convergent thinking, individuals analyse and evaluate different ideas, eliminating outlying ideas to converge towards the most suitable solution. A more structured and systematic approach is applied to problem-solving, often guided by specific criteria or constraints. This type of thinking is valuable to make decisions based on available information, leading to a clear and well-supported resolution.
Convergent Thinking Methods
Convergent Thinking Methods
Routine annotation of work: Maintaining a routine for recording design ideas, inspirations, challenges, and lessons learned to make design thinking clear.
PMI (Plus, Minus, Interesting): Evaluating an idea by considering its Plus (positive aspects), Minus (negative aspects), and Interesting elements. Helps with weighing different facets of a concept to guide decision-making.
SWOT Analysis: Systematic evaluation technique that assesses the Strengths, Weaknesses, Opportunities, and Threats of an idea or solution. A structured approach to critically examine and refine concepts.
Prototyping: A tangible model or representation to test and refine design concepts. A physical or digital prototype of a product to assess its functionality and aesthetics.
Iterative Testing: Involves multiple rounds of testing and refining to enhance the functionality and user experience. For example, conducting usability tests and incorporating feedback in successive iterations.
Design Critique: Constructive feedback and discussion to evaluate the strengths and weaknesses of a design.
Concept Testing: Gathering user feedback and insights to validate design concepts and refine them based on user needs and preferences.
Storyboarding: Organise ideas into a linear sequence to visualize and refine the narrative or user experience.
Feedback Analysis: Systematically review feedback received to inform design improvements.
Checklist: Create a checklist to systematically assess and refine aspects of a design concept. You might analyse your brief to create a checklist to test your concepts against.
Concept Scoring: A quantitative method where ideas are assigned scores based on predefined criteria. An objective means of comparing and selecting ideas by considering specific factors. For example, a designer can score different prototypes based on criteria like functionality, aesthetics, and market appeal, facilitating the identification of the most promising design.
Journaling: Documenting thoughts, observations, and reflections throughout the design process to gain insights and improve decision-making.
User Empathy: Practicing empathy to understand users' needs, motivations, and emotions, and applying that understanding to inform design decisions.
User Testing: Conducting usability tests with target users to evaluate the effectiveness, efficiency, and satisfaction of a design.
A/B Testing: Comparing two or more design variations to determine which performs better in terms of user engagement or desired outcomes.
Expert Reviews: Seeking input and evaluation from experienced professionals or domain experts to identify areas for improvement and validate design decisions.
Annotation is the key way that in Visual Communication Design we show our design thinking a the beginning, throughout, and at the end of the design phases.
As such, we use a broad range of strategies to show our thinking in ways that generate ideas, reflect on ideas, analyse ideas, critique ideas, and test ideas.
Follow through this link for further detail on annotation in the VCD Folio.
Application of Manual and Digital Methods, Media, Materials, and Conventions
The study design requires you to demonstrate an understanding of the conventions of your chosen media, methods, materials, and presentation formats. Even if you decide to use these in unconventional ways, it's important to show that you understand the conventions that are associated with the different methods, media, and materials for developing design concepts.
Manual methods: include hand drawing, painting, collage, and model making.
Digital methods: include using graphic design software, digital illustration, and 3D modeling.
Example: Experimenting with both traditional ink and paper techniques and digital illustration software to create alternative design concepts for a logo.
Application of Design Elements and Design Principles
Design elements refer to visual components such as line, shape, colour, texture, type, and form. Design principles are guidelines that govern how these elements are organized and interact.
Example: While working in your Develop & Refine stages use contrast and hierarchy (design principles) to emphasize important information by making it larger, bolder, or in a different colour (design elements) in a poster design.
Factors that Influence Design - Designers make design decisions that are influenced by the following factors. In VCD Design Thinking you may consider how the following has impacted design choices.
Technological - Designers consider the latest technological advancements and tools available to create innovative and functional designs. They leverage technology to enhance user experiences and streamline processes.
Smartphone Design: Designers incorporate advanced technology, such as touchscreens, biometrics, and AI, to create intuitive and user-friendly smartphone interfaces.
Tesla Model S: The design of Tesla's electric vehicles integrates cutting-edge technology for autonomous driving, energy efficiency, and connectivity.
Environmental - Designers prioritize sustainability and eco-friendly practices in their designs to minimize environmental impact. They use materials, processes, and strategies that promote conservation and reduce waste.
Sustainable Architecture: Architects design buildings with energy-efficient features, green roofs, and renewable materials to reduce carbon footprint and promote environmental sustainability.
Tesla Solar Roof: Tesla's solar roof tiles integrate renewable energy technology into architectural design, harnessing solar power to reduce reliance on traditional energy sources.
Social - Designers consider social dynamics, trends, and values to create designs that resonate with and address societal needs and aspirations. They aim to promote inclusivity, diversity, and social responsibility in their work.
Social Media Platforms: Designers create user interfaces for social media platforms that facilitate communication, connection, and community building among diverse user groups.
Airbnb: The design of Airbnb's latest commercials focus on the social aspect of renting an AirBnB instead of a hotel which keeps people. promotes inclusivity and cultural exchange by connecting travelers with unique accommodations and local experiences worldwide.
Cultural - Designers draw inspiration from diverse cultures, traditions, and aesthetics to create designs that reflect cultural heritage, values, and identities. They respect and incorporate cultural nuances in their work.
Cultural Artifacts: Designers create products, graphics, and spaces that celebrate cultural symbols, motifs, and traditions, honoring cultural heritage and promoting cultural appreciation.
National Museum of African American History and Culture: The museum's architectural design incorporates cultural references and symbolism to reflect the history, struggles, and achievements of African Americans.
Economic - Designers consider economic factors such as budgets, market trends, and consumer behavior when creating designs. They aim to deliver cost-effective solutions that meet market demands and offer value to stakeholders.
Fast Fashion Design: Designers in the fashion industry create affordable and trendy clothing lines that cater to mass-market consumers, balancing style and affordability.
IKEA Furniture Design: IKEA's furniture designs prioritize functionality, affordability, and easy assembly, appealing to cost-conscious consumers while maintaining quality and style.
Additional Factors - You may also consider how circular design, formal qualities (Elements & Principles, composition), and Design Styles or Eras influence designers in your writing,
Techniques for Gaining Attention and Maintaining Engagement
Visual and written language can be used to captivate and engage the target audience. Visual techniques include formal qualities, including design elements & principles, such as colour schemes, imagery, typography choices, and composition. Designers may also use a range of visual techniques by combining imagery with formal qualities to create
Humor & wit
Shock
Emotional appeal & personification
Visual Metaphor
Brand recognition
Style & genre
How to use: While developing your designs consider varying your choices in regards to colours, dynamic imagery, type choice, humour, and analyse these changes through the lens of capturing the attention of viewers & maintaining engagement.
Factors Influencing Concept Selection
Both functional and aesthetic factors play a role in selecting preferred design concepts.
Functional factors: include meeting the brief requirements, usability, and legibility.
Aesthetic factors: include visual appeal, harmony, and stylistic choices.
Example: You will be expected to show why you chose a particular concept for a design in your annotation and pitch. You might create a packaging design that not only reflects the client's aesthetic requests in the brief but also considers practical aspects such as durability and ease of use.
Testing and Evaluating Concepts
Test and evaluate the suitability and quality of design concepts through methods like mock-ups and user feedback.
Use criteria aligned with the brief objectives to assess the effectiveness of the concepts.
Example: Creating interactive prototypes of a website design to assess its user-friendliness, navigation, and overall user experience.
Methods for Refining Conceptual Designs
Various methods can be employed to refine conceptual designs. These include gathering feedback, conducting usability testing, iterating on design elements, and conducting peer reviews.
Example: Seeking feedback from peers and mentors to improve the visual clarity and message delivery of a poster design.
Refine design concepts based on the feedback, evaluation, and reflection.
Iterate on design elements, revise layouts, and make improvements to enhance the concept's effectiveness.
Example: Incorporating feedback from a critique session to refine the typography, color palette, and composition of a poster design.
Evaluation of Final Presentations Against the Brief
The extent to which final presentations meet the requirements of the brief should be evaluated by you throughout the design process in your annotations.
Criteria for evaluation include: adherence to the brief, effectiveness in communication, and audience engagement.
Example: Assessing the final presentation of an infographic by comparing it to the original brief's objectives and determining if the information is effectively communicated and visually engaging.
Evaluate the quality and effectiveness of refined design concepts based on the brief objectives and criteria.
Consider factors such as visual impact, message clarity, and alignment with the target audience.
Example: Assessing the refinement of a poster design by evaluating its visual hierarchy, typography choices, color scheme, and overall aesthetic appeal.
Use of the Design Process as a Framework
The design process provides a structured framework for creating visual communications. You are expected to continue to refer back to your brief, research, and generation of ideas as you develop your work in Unit 4.
Trademark and Copyright Legal Obligations
Designers must be aware of trademark and copyright laws when using the work of others. They should seek appropriate permissions and give credit to original creators.
Example: Ensuring that all images, icons, and fonts used in a design project are either original creations, properly licensed, or appropriately attributed to the copyright holders.
Appropriate Terminology
Designers should use the correct terminology to communicate effectively within the field.
This includes terms related to design elements, principles, techniques, and processes.
Example: Using design-specific vocabulary such as "kerning," "negative space," "grid system," and "visual hierarchy" when discussing and describing design concepts and techniques.
You are not expected to know all of this design terminology off the top of your head at the beginning of this course, but to use resources you have been provided, and your own research and study notes to develop your vocabulary as you annotate your work, analyse the works of other designers,
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