Semantics:
its finding the depth to what we are designing, researching into the history of the subject to understand it better. a crucial component to the process of design.
design without the process of understanding and research is ‘shallow and meaningless’
means to understand the subject, which carries the meaning and is understood by the target demographic. stating that designs of which create vulgar design is criminal and creating pollution
Syntactics:
The syntax of design is the structures, grid, typefaces, text, headlines and illustrations.
How elements in a design relate to each other
grids help the process of getting the consistency
Pragmatics:
Our work should stand by itself, without having to explain, otherwise something is missing
The starting point is essential to understand the final result
Discipline:
Every detail in a design is important
‘Discipline is a set of self imposed rules, parameters within which we operate’
it allows us to create a consistent way of working
Appropriateness:
Is the path that leads us to using the appropriate materials and form to express the artwork to lead to a solution.
Ambiguity:
Designs which can be read with more than one meaning, complementary to each other, however needs to enhance.
Design is one:
‘design is a discipline, a creative process with its own rules’
the discipline of design is one
visual power:
good design is ones that present a clear concept, that is expressed in a visually pleasing way also
Designs need to be strong visually, that can be created by using different textures for example
Intellectual elegance:
‘intellectual elegance is the sublime level of intelligence which has produced all the masterpieces in the history of mankind’
the essence of design that guides us to the solution that fits best
Timelessness:
A design that responds to peoples needs, that has values, that isn't just a temporary solution
‘we like design that is clear, simple and enduring’
Responsibility:
a ‘form of economic awareness’ that gives the best solution to a problem
all facts of the problem need to be taken into account
3 levels of responsibility : ourselves- the integrity of the project
Client- to solve the problem
Public- the consumer of the final desig
a solution that solves the problem but doesn't compromise
Equity:
the changing of a logo ‘very often motivated by the desire of change merely for the sake of change, that is a very wrong motivation’
logos become part of our culture, becomes part of us, so should be protected and only updated for contemporary applications as there is no need to dispose of the core and connotations the brand has
quotes from vignelli
'The life of a designer is a life of: fight against the ugliness'
'If you can design one thing, you can design everything'
'I don't think that type should be expressive at all. I can write the word 'dog' with any typeface and it doesn't have to look like a dog. But there are people that think that when they write 'dog' it should bark'
'The repercussion of ugliness is endless'
'Unfortunately, there are designers and marketing people who intentionally look down on the consumer with the notion that vulgarity has a definite appeal to the masses, and therefore they supply the market with a continuos flow of crude and vulgar design. I consider this action criminal since it is producing visual pollution that is degrading our environment just like all other types of pollution.'
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