2. EDEXCEL LEVEL 3 ADVANCED APPRENTICESHIP IN DESIGN Unit 12: Research and evaluate the nature of design in a specific industry context Presented By: Dee Warburton

3. Introduction The Nature of Design shapes our world and merges into our everyday life’s through the study of anatomy, the curves of the human body, the colours of flowers and repetitive patterns on buildings. Just try and imagine any business, any industry and the inspirational world we all live in without design.

4. The Nature of Design Burne Hogarth (25 th Dec 1911 - 28 th Jan 1996) American cartoonist, illustrator, educator and author, best known for his pioneering work on the Tarzan newspaper comic strip and his series of anatomy books. During one of Burne's figure drawing lectures at The Art Centre in Pasadena, California he once asked is students "What is art? And if they would recognise real art if they saw it?" The students all nodded yes. He then forcefully grabbed a garbage can, thrust it upon a drawing table, and asked the class if they thought it was fine art. With immediate confidence they again answered "YES!" without hesitation, Hogarth bellowed, "NOOOOO!!!" confused and humiliated, they asked why not and Hogarth yelled, "Because I didn't INTEND it to be!!!". Burne's is quoted as saying “Whatever you do, you should stand for something. Go ahead and let people either love you or hate you. By holding your ground you help people figure out who they truly are and what their point of view is".

5. The history, role and importance of design in the industry For over two millennia, people have argued that the ‘design’ in nature points to a designer. Since the beginning of time design has played an important part in peoples daily life's and in the growth of industries by adding value to an unlimited range of services and products over the years. Design as Significantly Helped: Change the nature of consumer expectations. Provide a competitive edge for individuals and organisations. Influence industries. Create Legislation and H&S Requirements e.g. C.E mark (Conformité Européene) meaning European Conformity. For further information on the history of design please refer to: http://www.designhistory.org The Nature of Design - Continued

6. Design Design is the creative activity that involves a wide spectrum of professions in which Products, Services, Graphics, Interiors and Architecture all take part. Together with other related professions these activities further enhance our values of life. Good design can also: Enhance global sustainability and environmental protection (global ethics). Give benefits and freedom. Support cultural diversity despite the globalisation (cultural ethics). Give products, services and systems expressive and coherent aesthetics. The Nature of Design - Continued

7. Product Development In industry, product development is the term used to describe the complete process of bringing a product to market. A product is a set of benefits offered for exchange that can be tangible (that is, something physical you can touch) or intangible (like a service, experience, or belief). There are two essential stages in the product development process: 1.Idea Generation and Product Design 2.Market Research and Marketing Analysis The Nature of Design - Continued

8. The Nature of Design - Quiz 1 (Fill in the blanks) Design as Significantly Helped: Change the nature of C _____________ E_______________. Provide a C____________ E_______ for individuals and organisations. Influence I___________________. Create L________________ and H____________& S____________ Requirements. (Fill in the blanks) Good design can also: Enhance G________ sustainability and E___________ protection (global ethics). Give B___________ and F____________. Support C___________ D_____________ despite the globalisation (cultural ethics). Give products, services and systems E____________ and C______________ aesthetics. Name the two essential stages in the product development process: 1.___________________________ and ____________________________ 2. ___________________________ and ____________________________

9. The Nature of Design - Quiz 1 Answers Design as Significantly Helped: Change the nature of Consumer Expectations. Provide a Competitive Edge for individuals and organisations. Influence Industries. Create Legislation and Health & Safety Requirements. Good design can also: Enhance Global sustainability and Environmental protection (global ethics). Give Benefits and Freedom. Support Cultural Diversity despite the globalisation (cultural ethics). Give products, services and systems Expressive and Coherent aesthetics. Name the two essential stages in the product development process: 1. Idea Generation and Product Design 2. Market Research and Marketing Analysis

10. The Roles of Current and Past Designers The current multiplatform approach towards the creation of digital products and/or services has led to a drastic change in the role of designers over the last 20+ years. Many traditional print designers no longer practise in the paper-based domain, but have become online digital designers. Designers are producing more multiplatform products and services; together with team members from other disciplines, this new approach in design is enabling traditional designers to move into new fields that facilitate entire user experiences. The Nature of Design - Continued

11. The Roles of Current and Past Designers - Continued As digital products have become more similar in terms of the application, many businesses are turning to design as the key to differentiate their products from those of their competitors. The introduction of the Apple iMac in 1998 is a good example of this trend. Prior to its launch, Apple was losing market share. The success of the iMac turned the company’s fortunes around, yet the key differences between the iMac and previous Apple machines were in its external appearance, not a major change in how the user interacted with the computer. “The style of these machines gave them character that clearly resonated with people, and helped reshape their perception of what a computer might be for.” Steve Jobs (24 th Feb 1955 - 5 th Oct 2011) Entrepreneur / Designer / Inventor Apple Inc. Co-Founder, Chairman & C.E.O Ultimately it is design that differentiates company’s products, creates brand awareness and develops new markets.

12. The Impact of Design Design now more than ever before has an ever increasing role to play in all public and private businesses whether they are in entertainment, communication, and/or education. Design and aesthetics have a profound impact on how users perceive information, learn, judge credibility and usability, and ultimately assign value to a product and/or service. To dismiss design as merely visual is to make a fundamental mistake. Style does not replace substance, but style and substance in balance work much better. The first step in understanding the impact of design is to define aesthetics and design. The digital aspects of aesthetics and design are not merely photos or graphics displayed on a screen, but are the method of deliberately arranging elements to appeal to the senses or emotions of the user. As part of the design process both aesthetic and functional considerations are evaluated, which requires considerable research, consideration, modification and design. Aesthetics is a branch of philosophy associated with art and beauty and is concerned with how individuals perceive objects or make judgments based upon information received as five human sensory inputs; Sight, Sound, Touch, Smell and Taste. Aesthetics is also associated with affect, or mood, emotion, and feeling. It is this perception and affective/emotional connection that make aesthetics important, as they essentially act as the bridge between a product and the user’s emotion and feeling. The Nature of Design - Continued

13. The Impact of Design - Continued The change in the respective roles of consumption and production leads to reflect on the importance of design as a way of differentiating the product and as a means for industry to respond to consumers’ demands for communication, participation and experience. In this context, the U.S.A is leading the field in re-thinking design and its strategic importance for value adding processes. America was the first nation, back in the second half of the twentieth century, to view design as an activity oriented to qualifying a product’s style and communicative value. The Nature of Design - Continued The progressive reduction in component size of so many widespread products, from motor cars to electronic goods, provided a great opportunity to change the exterior style of products without interfering with consolidated mechanisms of recognition and repeatability. The miniaturisation of internal technical components has allowed designers to be more flexible in the way they use space and shape, giving them the opportunity to play with the aesthetics of the external shell.

14. The Impact of Current and Emerging Technologies in Design Technology has an impact on people with each and every development. Computer software and hardware developments has though impacted dramatically since the 1970s, when business commenced with low memory computers that were using punch cards, magnetic tape reels and display was hardcopy. The 1980s brought the development of faster computers with video monitors, hard disks with larger storage. LCD screens emerged that provided users with laptops. The 1990s provided faster processors, larger storage, and many of the options that are now taken for granted today. The computer had very much developed into the personal computer with multimedia. The Internet provided many features to the user, particularly with regards to communications. Email and file transfer became easier and more mainstream. Businesses for the first time were able to develop infrastructures that allowed them to provide goods and services online. The Nature of Design - Continued

15. The Impact of Current and Emerging Technologies in Design - Continued Convergent Technology is the current trend, this is when different technologies merge into one such as with Augmented Reality. Portability has emerged as a great advance with powerful smart phones, notebook computers and wireless connectivity providing greater freedom to users. Design is thus becoming a means of integrating a product’s functionality with a strong stylistic component and designers are working more and more closely with marketing experts to achieve the levels of product differentiation that current markets demand. Design, marketing, advertising and brand management are becoming fundamentally interdependent tools in reflecting and satisfying the needs of modern consumption. Major opportunities are opening up in both mature and emerging sectors like online social media, mobile phone apps, entertainment and fashion, and companies that fail to differentiate themselves from the mass through current and emerging technologies in design are being forced to compete on the unstable grounds of price alone. We are currently living in an amazing time period in which technology is outstripping our laws, and changing how we live. The Nature of Design - Continued

16. The Nature of Design - Quiz 2 (Fill in the blanks) Ultimately it is D_______ that differentiates company’s P__________, creates B________ A_____________ and D___________ new M__________. C______________ T________________ is the current trend, this is when different technologies merge into one such as with A______________ R______________. (Fill in the blanks) P_______________ has emerged as a great advance with powerful S_________ P__________, N___________ computers and W__________ C______________ providing greater freedom to users. Name the five human sensory inputs: 1. _________________ 2. _________________ 3. _________________ 4. _________________ 5. _________________

17. The Nature of Design - Quiz 2 Answers Ultimately it is Design that differentiates company’s Products, creates Brand Awareness and Develops new Markets. Convergent Technology is the current trend, this is when different technologies merge into one such as with Augmented Reality. Portability has emerged as a great advance with powerful Smart Phones, Notebook computers and Wireless Connectivity providing greater freedom to users. Name the five human sensory inputs: 1.Sight 2.Sound 3.Touch 4.Smell 5.Taste

18. The Nature of Design - Continued Roles of Workers and Future Design Directions In a globalised economy, services touch every part of our lives. Over 20 million of us work in the service industries, from supermarkets to nurseries, and from travel agencies to banks and mobile phone companies. Even when we are not engaging directly in them as employees, consumers or citizens, services matter: they are fundamental to the production, distribution and consumption of everyday items that we buy and use. In this context, designers would be missing a massive and expanding market if they chose not to deploy their skills in relation to services as well as goods and products. Surprising a mere 6% of UK design firms say they focus solely on service design.

19. Roles of Workers and Future Design Directions - Continued Over the years, design has proved to be an agile industry, capable of adapting to changing consumer and client demands, and in the early years of the 21st century, the service economy is significant and growing. Manufacturing accounts for a mere 16% of the UK's GDP *(Gross Domestic Product) whilst the service industries make up 75%. public services are a growing part of our service dependent world, and despite the gloomy outlook of the recession public spending has doubled to £600 billion over the last decade and now accounts for 20% of GDP. Health, education and social care are set to overtake the automotive and financial service sectors in terms of their impact on the economic prosperity of the UK in the next few years. There are still few designers to be found working in these spheres, but those that are have the potential to change the way we think about design in the future. In the future, like most other parts of the developed world, the UK’s wealth will rest in service industries, along with the creative industries and those areas of manufacturing like biotechnology where the edge comes from innovation rather than price. The Nature of Design - Continued *Gross Domestic Product (GDP) refers to the market value of all products and services produced within a country in a given period.

20. How Do Design Trends Affect The Overall Industry? Their is a new generation of ‘social designers’ that are bursting with energy and passion as they seek to define a new direction for design, with and for people, by using design to address a number of social issues. Current design trends across the board are much more minimalistic than they were 10 years ago. We’ve gone past faux realistic bevels and, for the most part, dropped them completely. Now objects tend to have simple, uniform edges with almost no effects apart from the occasional subtle shadow. Social trends create popular interest in products and services and ultimately create opportunities for businesses. Social trends can be either short-lived fads or permanent changes in the market. For example, the Beanie Baby fad of the mid 1990s is an example of a social trend that stimulated interest in bean bag shaped stuffed animals. Opportunities for Ty Inc. were created the more popular Beanie Babies become. An example of a long-term social trend is the public embracing LCD (liquid crystal display) TVs. Short and long-term social trends promote opportunities for businesses that can create and improve on products and/or services. The Nature of Design - Continued

21. Design Trend Opportunities and New Skills A trend in design is for it to redefine the relative importance of such aspects as technology, functionality and style, by using style to leverage the value of the first two. Design is also contributing to the cultural redefinition of products and services by adding value to specific consumer cultures. This is supported by the development and implementation of new skills in Multimedia, Product Design, Interactive Design, 3D, Augmented Reality and Cross Platform Design and Coding that are being driven by the desire to create products and/or services that enhance everyday life, and bring beauty and pleasure to consumers. The Nature of Design - Continued

22. Ethical Issues in the Design Industry Young designers are coming of age in a world where increased consumption is no longer seen as the ultimate marker of growth. They have grown up during a period where the pace and demands of modern life are increasingly being seen as unsustainable, in both social and environmental terms. In this context, they are beginning, in ever greater numbers, to question the idea that design is primarily about material culture, or the business of making things in a world where landfill sites are overflowing, and where the profits of growth are so unequally shared between people. These young designers have grown up in a world where inequality and environmental damage have been constant and exposed, and where the impact of global forces on daily life is becoming more apparent. Technological advances mean that they are more connected with others anywhere in the world, and more accustomed to open, collaborative and virtual ways of working. Culturally, their values are less deferential to ancient social conventions than their parents’ and grandparents’ were. The Nature of Design - Continued

23. Ethical Issues in the Design Industry - Continued A large percentage of ethical dilemmas in the design world that include; taking advantage of other designers, overcharging clients, copyright theft and the ownership of source files can all be overcome through clear communication between the designer or design studio and the client. It’s important that you as the designer disclose all the terms of your work with your clients. This means everything from payments and when the work might incur extra charges, to who owns the rights to the work you create. Ideally, this should all be spelled out in a legally binding contract. The Nature of Design - Continued

24. Regulations in the Design Industry In design the Internet is a powerful tool for research. The regulations with regards to the design industry are complex. Just because an image is available on the Internet doesn’t mean it is free to use in any way you choose. The regulations in the design industry are embodied within the Copyright, Design and Patents Act 1988. There are two main areas to consider Fair Use and Public Domain. Fair Use This includes what is reasonable for private study and research, e.g. making multiple copies for classroom use has been established as being outside these definitions. Public Domain You don't need a license to use a public domain work. Public domain works (works not protected by copyright) can be used by anyone. Because these works are not protected by copyright, no one can claim the exclusive rights of copyright for such works. Always check for copyright information before downloading any images from the web. If you are in doubt about the copyright on any image don’t use it. Alternatively contact the site and explain what you want and how you intend to use it. The Nature of Design - Continued

25. Regulations in the Design Industry - Continued The British Design Council (now called The Design Council) was founded in 1944 by the British Government as the Council of Industrial Design with the objective "to promote by all practicable means the improvement of design in the products of British industry". The Design Management Institute founded in 1975 at the Massachusetts College of Art in Boston, USA is an international charitable organisation that seeks to heighten awareness of design as an essential part of business strategy. Founded in 1975, DMI has become the leading resource and international authority on design management. The Nature of Design - Continued

26. Professional Design Practice Apart from having an effective cross platform flair for design its as become just as equally important for designers and design studios to proactively promote and implement professional design practice, which involves Team Working, Design Management and Communication Skills. Skills that are becoming increasingly essential in order to be active in today's competitive and demanding design industry. The Nature of Design - Continued The Chartered Society of Designers (CSD) in London is the professional body for designers and the authority on professional design practice. It is the world's largest chartered body of professional designers with members in 33 countries and is unique in representing designers in all disciplines.

27. The Nature of Design - Quiz 3 (Fill in the blanks) Over the years, design has proved to be an A______ I__________, capable of A___________ to changing C___________ and C_________ demands... (Fill in the blanks) In the future, like most other parts of the developed world, the UK’s wealth will rest in S__________ industries, along with the C____________ industries... (Fill in the blanks) Current D_________ T__________ across the board are much more M_____________ than they were 10 years ago. (Fill in the blanks) The regulations in the design industry are embodied within the C____________, D_________ and P__________ Act 1988. There are two main areas to consider F____ U____ and P_________ Domain. (Fill in the blanks) Professional Design Practice involves good T_______ W__________, D_________ M_______________ and C_________________ Skills.

28. The Nature of Design - Quiz 3 Answers Over the years, design has proved to be an Agile Industry, capable of Adapting to changing Consumer and Client demands... In the future, like most other parts of the developed world, the UK’s wealth will rest in Service industries, along with the Creative industries... Current Design Trends across the board are much more Minimalistic than they were 10 years ago. The regulations in the design industry are embodied within the Copyright, Design and Patents Act 1988. There are two main areas to consider Fair Use and Public Domain. Professional Design Practice involves good Team Working, Design Management and Communication Skills.

29. Conclusion “There is no better designer than nature” Alexander McQueen “Simplicity is the ultimate form of sophistication” Leonardo Da Vinci “Design can be art, design can be aesthetics, design is so simple, that’s why it is so complicated” Paul Rand “Design is the fundamental soul of a human made creation that ends up expressing itself in successive outer layers of the product or service” Steve Jobs Thank You for your time & participation Any Questions and/or Comments?