Visual Communication TVKK12 - The Design Process & Creativity

Flashcards covering the definition of creativity, the benefits of the design process, and the seven stages of Karl Aspelund's design process as presented in the Visual Communication TVKK12 course.

How is creativity defined in the lecture notes?

Creativity is the ability to produce work or ideas that are both original (novel) and useful, and it is a universal human capacity that is context-dependent.

Why should a designer use a structured design process?

A structured process reduces cognitive bias and overconfidence, makes creativity repeatable rather than accidental, separates problem framing from solution generation, supports collaboration, and enables learning from failures.

Who is the author of 'The Design Process' textbook mentioned in the notes?

Karl Aspelund, 3rd Edition.

What are the seven stages of Karl Aspelund's design process?

1. Inspiration, 2. Identification, 3. Conceptualization, 4. Exploration/Refinement, 5. Definition/Modeling, 6. Communication, 7. Production.

What is the 'myth of inspiration' mentioned in Stage 1?

The idea that inspiration is something to be waited for; instead, designers must actively seek it and become 'collectors of impulses.'

Who wrote the books 'Steal Like an Artist' and 'Show Your Work!'?

Austin Kleon.

In Stage 2 (Identification), what are the primary sources of a design project?

The project can come from a client brief, be a self-directed new design, or be an improvement on an older design.

What specific constraints affect the identification of a design?

Constraints include price, size, strength, balance, surface, and time.

What is Parkinson’s Law as stated in the transcript?

"All work expands to fill available time."

According to the lecture, what percentage is routinely added to budgets for 'unknowns'?

$$20\,\%$$

What is the purpose of Stage 3: Conceptualization?

To develop a thought structure that uses known elemental images to explain the unknown and unseen, coming up with solutions for designs that do not yet exist.

How is brainstorming described in the notes?

Taking all ideas and thoughts to play with them and freely create connections without worrying about making mistakes.

What transitions occur during Stage 4: Exploration/Refinement?

The brainstorming process segues into a more focused, solution-oriented state where tools like sketches are used to create a specific result.

What are the two primary reasons for using sketches?

To explore the possibilities inherent in an idea and to communicate that idea to someone else.

What is the focus of Stage 5: Definition/Modeling?

Moving the project to a physical embodiment (a model) with a focus on being 'exactly and precisely' real, even if it is not the final thing.

What must a designer be careful to declare up front when presenting a mock-up?

Whether they are presenting the look, the function, or both, to avoid confusion.

In Stage 6: Communication, how is a design presentation characterized?

It is the designer's main responsibility and should be treated as a performance that considers what is being communicated, to whom, how, and why.

What is required when working with a production team in Stage 7?

Respect for the people, their abilities, experiences, and opinions, acknowledging that collaborators may know more about certain subjects than the designer.

How should a designer handle criticism during the production phase?

Criticism should be viewed in light of how it connects to the needs of the clients and end users, acknowledging that you can never please everyone.

What are the requirements for the 'Brand Book Project' report assignment?

A report of approximately $4$ to $5$ pages documenting the intention behind design decisions following an established process like Karl Aspelund's.