KEY KNOWLEDGE:
the Discover, Define and Develop phases of the VCD design process
the role of convergent and divergent thinking in the VCD design process
ethical research methods to identify and analyse a design problem
the role of the brief in defining communication needs
methods and techniques used to generate design ideas
key features and functions of the design elements and principles
legal and ethical obligations relevant to the designer’s work
techniques for engaging in critiques to present design ideas and both respond to and deliver constructive feedback
conceptions of good design
appropriate design terminology
KEY SKILLS:
apply the Discover, Define and Develop phases of the VCD design process
use divergent and convergent thinking strategies when defining problems and developing ideas
use design research methods to define communication problems
apply legal and ethical obligations relevant to the designer’s work
document a brief defining two distinct communication needs and presenting design criteria including
purposes, contexts, audience or user characteristics and design constraints
generate a range of design ideas drawing on design criteria documented in the brief
annotate design ideas using design terminology to explain and evaluate design decisions
use the design elements and principles to develop design ideas
present design ideas for critique, and both respond to and deliver constructive feedback
use appropriate design terminology
The Visual Communication Design (VCD) design process begins with the Discover phase, where designers spend time understanding the problem deeply rather than accepting it at face value. This involves thorough research to uncover opportunities, explore different perspectives, and engage with stakeholders. It's crucial to gather as much information as possible about the design problem in this stage.
Designers also have a responsibility to analyse and reflect on various factors, including environmental, social, cultural, and ethical considerations, before moving on to ideation and defining the design problem. The Discover phase is the starting point for your SAT Folio journey, emphasising the importance of comprehensive research to identify potential design problems and gather insights for idea generation.
Effective research in this phase is human-centered, ethical, and involves divergent thinking and suspending judgment. It should be selective yet diverse in sources, avoiding unnecessary clutter while inspiring diverse ideas and concepts. Research should encompass both local and international design perspectives, building on previous assessment work to guide decisions about the design practice field for the folio.
Based on the insights from the discovery phase, designers redefine the challenge. They frame the problem in a way that inspires creative solutions.
Problem Reframing: Use the insights to articulate the problem statement differently. Craft a concise statement that captures the essence of the problem.
Formafantasma, "Ore Streams" – Addressing the growing problem of electronic waste by turning it into office furniture while highlighting the complexities of e-waste recycling. https://formafantasma.com/work/ore-streams
Seaweed Girl (Julia Lohmann), "Department of Seaweed" – Exploring how seaweed can replace resource-intensive materials like plastics and leather to reduce environmental impact. https://www.julialohmann.co.uk/
Close the Loop & Downer Group, "Reconophalt" – Solving the problem of plastic waste by incorporating soft plastics into road surfaces, creating stronger, more durable asphalt. https://www.closetheloop.com.au/products/
Microsoft Design Team, "Xbox Adaptive Controller" – Addressing barriers to gaming faced by people with limited mobility through a highly customizable controller. https://www.xbox.com/en-AU/accessories/controllers/xbox-adaptive-controller
Lucy Jones, "Seated Design" – Creating fashionable, functional clothing specifically designed for wheelchair users who face challenges with conventional clothing. https://www.lucyjonesdesign.com/
Be My Eyes & Accessibility Partners, "Be My Eyes App" – Connecting blind and low-vision people with sighted volunteers for visual assistance through a free mobile app. https://www.bemyeyes.com/
Humanscale Design Studio, "Freedom Headrest Chair" – Rethinking ergonomic office chairs to automatically adapt to users without complex manual controls. https://www.humanscale.com/products/seating/freedom-headrest-executive-chair
Studio Roosegaarde, "Smog Free Project" – Tackling urban air pollution through a series of large-scale air purifiers that turn smog into jewelry. https://www.studioroosegaarde.net/project/smog-free-tower
Proximity Designs, "Foot Pump Irrigation" – Developing affordable irrigation tools that help Myanmar farmers increase crop yields and reduce physical labor. https://proximitydesigns.org/
MASS Design Group, "Butaro District Hospital" – Redesigning healthcare facilities in Rwanda to reduce the transmission of airborne disease through innovative ventilation. https://massdesigngroup.org/
https://www.lennartsendebruijn.com/tag:CampaignsPentagram (Michael Bierut), "NYC Wayfinding" – Simplifying navigation through New York City with an integrated, consistent pedestrian wayfinding system. https://www.pentagram.com/work/walknyc/story
Headspace & In-house Design Team, "Headspace App" – Making meditation and mindfulness accessible through intuitive, engaging interface design. https://www.headspace.com/
Studio Lennarts & de Bruijn, "Alzheimer Nederland Rebrand" – Creating a visual identity that communicates the experience of memory loss and raises awareness about dementia. https://www.lennartsendebruijn.com/alzheimer-nederland
Sprout World, "Plantable Pencil" – Replacing single-use products with pencils that can be planted after use to grow herbs, vegetables, or flowers. https://sproutworld.com/
Gravity Sketch, "VR Design Tool" – Creating immersive 3D design tools that allow designers to work more intuitively in three dimensions. https://www.gravitysketch.com/
Ideo & Innova Schools, "School in a Box" – Redesigning education in Peru through affordable, scalable school models combining digital and traditional learning methods. https://www.ideo.com/case-study/designing-a-school-system-from-the-ground-up
Local Projects, "Stonewall Pride Museum" – How can we leverage the authenticity of place to tell the story of Stonewall and its continued legacy? https://localprojects.com/work/museums-attractions/stonewall-national-monument-visitor-center/
Aboriginal Design Studio (Balarinji), "Qantas Dreamliner" – Incorporating Indigenous Australian art into aircraft livery to celebrate and raise awareness of Aboriginal culture. https://www.balarinji.com.au/projects/
SocietyM design team, "Citizen M Hotels" – Reimagining affordable luxury hotels by focusing on essential elements that matter most to modern travelers. https://www.citizenm.com/
