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Design Thinking Process

先日、米国の大学でデザインとは一体どんな事を習うのか?という質問をされたので答えてみたいと思います。

下記は、Graphic Designのコースで学期始めに配られるデザインプロセスの型です。Graphic Designに限らず、デザインのプロセスというのはかなり多くの分野に適応出来る事が多く、一般的に大体5つ位の段階に分かれています。

まず始めに【1. 問題を理解】して、次に【2. 問題解決への情報収集】を行います。さらに様々なテクニックを使って【3. アイデアを拡散】させた後に【4. アイデアを集束】し、最後に【5. 具現化】します。この5つの段階を説明したものが以下の型であり、学生はこの型を元に様々なケーススタディーを解決していきます。

Most successsful designer take a design problem through phases of development.

Understand the problem:

  1. Who is the audience.
  2. What is the competition?
  3. When and where the project be seen?
  4. What message needs to be communicated?
  5. Which media would be best suited to communicate the message?
  6. What image should this piece project? ( bold, high-tech, corporate or funky?)

Gather Information:

  1. Researching your topic. (library, internet, book store…)
  2. Finding photography and visuals that relate to your assignment.
  3. gathering information from your client if possible.

Think by sketching (and writing):

  1. Write a descriptive paragraphy or key words which can lead to visuals.
  2. Thumbnail sketchs allow you to think visually.
  3. play with visual. Try cropping them. Cut them up and reassemble them differently. Change the color. Add texture. Combine images. Use paper that you would not ordinarily consider. Take risk.
  4. Think of the wrong answer. At least you will know what not to do.
  5. Let it be. Take your mind off the work itself. Sometimes concepts come to people when they are relaxed or doing something unrelated to their assignment.
  6. Change directions. Try not to get stuck in a line of reasoning or anything if it is not working for you. Go in a totally different direction to find a concept.

Choose your best thumbnail sketches and turn them into roughs:

  1. Roughs are sketches that are larger and more refind than thumbnails and better represent how all the basic elements will work in a design.
  2. Roughs allow you to test ideas, methods, techniques, tools, and colors.
  3. The client does not see this phase. Roughs are only for use by the designer and/or art director.
  4. It is a good idea to wait a day or so between creating roughs and creaing comps. The time in between will give you a fresh perspective on your work.

Choose your best roughs and turn them into comps:

  1. A comp or comprehensive i a detailed representation of a design; it usually look like a printed or finished piece.
  2. Type, illustration, photographs, paper stock, and layout are rendered closely enough to the finished product to convey an accurate impression of the printed piece.
  3. Every line of type should be adjusted, all the letterspacing considered.
  4. The term Mock-up or Dummy is uused to describe a facsimile of a printed three-dimensional design piece.

Production

そして下記はDesign Bliefと呼ばれるもので、デザインによってより深い問題解決を行うため、事前に要点をまとめるためのチェックリストです。この作業は【3. アイデアを拡散】の段階でよく行われます。

DESIGN BLIEF

(1) What is the purpose (goal) of the design?
(To inform, persuade, sell, entertain, promote, mark, or identify? Determine how it will function)

(2) Who is the audience?
(A specific targeted group of people. Their behavior, age, gender, ethnicity, geography, and income determining the messages, imagery, and visual approach.) 

(3) What message needs to be communicated?
(Make certain that the intended message is clear and that your design is effective) 

(4) What is the competition and marketplaace?
(How the competition has solved similar problems and to avoid solving it the same way) 

(5) What is the context?
(Where, how and when a design will be seen. Environment, circumstance) 

(6) In what voice?
(01: Personality or expressive voice. Write one sentence to describe the topic) 
(02: List 5 adjectives to describe it.)

(7) What kind of response is desired
(If you can get the audience to react, to feel, to purchase, to think…)

デザインって何となくクリエイティブな面ばかりが露出しがちですが、実はロジックを組み立てる地道な作業の繰り返しだったりします。それはコンサルティングのような問題解決手法に非常に良く似ています。ただ最終的な解決提案の仕方が、デザインの場合だとビジュアルだったりプロダクトになったりするんですよね。

 


4 Tweets

  • 【新着ブログ記事/Design Thinking Process】を公開しました。米国の大学で学んだ、デザインの型です。学生達はこの型を元に様々なケーススタディを解決していきます。 http://t.co/6JMv9ju via @rami2929

    This comment was originally posted on Twitter

    rami2929

    May 26, 2011

  • 【rokA feed】 Design Thinking Process: Posted in Uncategorized先日、米国の大学でデザインとは一体どんな事を習うのか?という質問をされたので答えてみたいと思います。 下… http://bit.ly/jqybU1

    This comment was originally posted on Twitter

    __hayate

    May 26, 2011

  • Design Thinking Process | rokA – http://goo.gl/7ZMJ7

    This comment was originally posted on Twitter

    ukalyabani

    May 27, 2011

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