Universal Principles of Design


Psychological
¢  Maslow’s Hierachy of Needs and Design Hierachy of Needs
¢  Classical Conditioning (NEW)
¢  Five Hat Racks (NEW)
¢   
¢  Classical Conditioning
¢  Stimulus – message – response
¢  Freshly baked bread – aroma – buy bread
¢  Associate products with particular thoughts and feelings
¢  Positive trigger – evokes  positive attitude
¢  Negative triggers – pain, negative emotions
¢  “Don’t Drink and Drive” Campaign
¢   
¢  Five hat rack

¢  Organisation of Information
¢  Alphabetical (Names on Class register)
¢  Time (DSTV Program Guide)
¢  Location (Geographical e.g. Sandton, K’dorp)
¢  Continuum (magnitude)



Common Sense Principles: Aesthetic-Usability Effect
¢  Aesthetic designs are perceived as EASIER to USE than less-aesthetic designs
Common Sense Principles: Legibility
¢  Size
¢  Typeface
¢  Contrast
¢  Text Blocks
¢  Spacing

Ron Arad

International Designer
Background
¢  Born in Tel Aviv, Israel in 1951, educated- Jerusalem Academy of Art and later - Architectural Association in London
¢  Design and Production Studio 'One Off' in 1981
¢  Later, Ron Arad Associates Architecture and Design Practice.
¢  From 1994 to 1999 - The Ron Arad Studio, Design and Production Unit in Como, Italy.
¢  Currently the Professor of Design Products at the Royal College of Art in London
¢  Since 1997, Ron Arad has led the Design Products Masters’ Degree Course at the Royal College of Art in London.
¢  Initially appointed Professor of Furniture and of Industrial Design
¢  This programme aimed to make the two year course more interdisciplinary and pluralistic.
¢  His influence is undeniable: without turning out Arad clones, the RCA course has produced a generation of graduates whose willingness to question, to experiment with processes and to expand boundaries is due to Ron Arad.
¢  Although Arad has been better known as a designer than an architect, in the years since he graduated from the Architectural Association, architectural projects have been continuous.
¢  Ron has been commissioned for retail and restaurant interiors followed the opening of his Covent Garden and Chalk Farm studios, notably the Belgo restaurants in London
¢  He works on his designs and projects at home sometimes, because it’s difficult to work at this studio with people walking in and out.
¢  He wants to design for the things themselves. There’s no one who he’d love to design for.
Characteristics, Materials, Techniques
¢  London studio - individual pieces made of sheet steel, and he exploits their formal and functional possibilities to the fullest.
¢  The sculptural forms often have an unexpected impact which first emerges during use, and are just as much a result of graphic design as the experimental work that goes on in the workshop.
¢  His first success was with a range of furniture and interior structures in tube and cast iron fittings.
¢  Well known pieces include the "Rover Chair", the vacuum-packed "Transformer" chair and the remote controlled "Aerial" light.
¢  Later work explored the use of tempered steel, first in the "Well-Tempered Chair" and later in the popular "Bookworm".
¢  Ron Arad makes expressive furniture out of metal, glass and even concrete.
What Arad produced was a fusion of two ready-mades – a scrap yard seat from a Rover 200 Car mounted on a frame of Kee-Klamp scaffolding, originally designed in the 1930s
¢  The products that followed captured London’s early 1980s spirit of rugged individualism and post-punk nihilism
¢  Using welded steel as his material, Arad made armchairs and seating, utilising the springiness of steel for his collection of simple, eccentric chairs. Calling the chairs his ‘Strict Family’ series, he portrayed different family personalities in the individual designs, avoiding the uniform, anonymous look of metal furniture in the modern style.
¢  His Big Easy series of armchairs are hollow, welded steel forms which imitate the rounded overstuffed shapes of traditional upholstered furniture. His furniture is at once primitive and futuristic, and is designed to be comfortable while at the same time creating the appearance and aura of hard, unyielding surfaces, although some of these chairs he covered with material, giving them a softer look.
¢  In welding the chairs together, Arad took the patterns from a series of freehand sketches, and used the cutting torch in a freehand way, so the shapes he cut from the same pattern were all different. And when he welded them together the pieces went together differently, making each one an individual or ‘one off’ chair.
¢  With the creases and irregular folds amplified in the highly reflective surfaces, Arad succeeded in his aim of creating expectations and breaking them.
¢  This evolving series of volumetric chairs began with the 1986 Well-Tempered chair.
¢  At the invitation of the Swiss furniture manufacturer, Vitra, Arad conceived a chair whose outline suggested a stuffed armchair but whose softness came from the naturally sprung properties of tempered steel held in tension by bolts.
¢  Almost ten years later, Arad returned to the cartoonish armchair form when he painted layers of pigmented polyester into a mould from a steel Big Easy to create the 1999 New Orleans.
¢  The 2000 series of Bouncing Vases financed and sold by Galerie Mourmans in Belgium was made by fusing grains of polyamide powder through laser sintering.
¢  Clients select any single frame from a computer-generated animation of a springy vase for production by Materialise.
¢  The frame is deleted forever thereby ensuring that the piece is unique.
¢  Combines playful forms and experiments with advanced technologies
¢  These processes involve making physical models of computer drawings in order to aid the mass manufacture of industrial products.
¢  A stereotype of Ron-the-strong, manfully teaching himself to weld, beat steel and forge brutal new forms from the roughest materials, prevailed until the late 1990s.
¢  The “volume” chairs like the 1988 Big Easy, made from sheets of bent and welded steel, demonstrated above all his fascination with the techniques and the visual effects of welding and polishing metal.
¢    The technical expertise of Arad’s studio is in constant state of evolution as he and his team vigorously exploit one material and process after another: from ready-mades and welded heavy metal; to extruded plastic and rapid-prototyping.
¢    Having established a team of expert metal workers in the studio, Arad went into partnership with an Italian metal fabricator in Como in 1994 to continue production of the limited edition pieces.

Achievements & Exhibitions
¢  His work has been widely featured in many design/architectural books and magazines
world-wide.
¢  He has exhibited at many major museums and galleries throughout the
world and his work is in many public collections including, among others.

Examples of Work
¢  Arad’s architectural projects include the foyer of the Opera Theatre of Tel Aviv, Israel
¢  The 'Belgo restaurants' in London
¢  The development of a concept of sport cafes for Adidas Sport Café with advanced interactive technology audio/video for Adidas/Kronenbourg and the new flagship Adidas stadium, Paris.
¢  He worked for Vitra, Cassina, Driade, Fiam, Kartell, Artemide, Alessi, Flos.

Thomas Heatherwick


He often achieves his projects by defying gravity, and there’s an enormous amount of engineering wizardry involved

¢  In those early days, he was inspired by the work of cartoonist W. Heath Robinson, who depicted absurd contraptions for simple tasks, like a massive machine driven by pulleys and a foot pedal that would peel a potato. “I was excited about thinking up things that didn’t exist,” he says. “But as I got older, I found that inventors were considered mad. They were recluses — weird, disheveled hermits

¢  Born 1 March 1970.
¢  English designer, often mislabelled as a sculptor or artist. He is known for innovative use of engineering and materials in public monuments.
¢  Thomas studied three dimensional design at Manchester Polytechnic and at the Royal College of Art, winning several prizes.
¢  Shortly after graduating from the Royal College of Art after a two-year furniture MA course in 1994,
¢  He founded Heatherwick Studio in 1994 with his aim being "to bring architecture, design and sculpture together within a single practice".
¢  It presently comprises a thirty-strong team which includes architects, landscape architects, designers and engineers.
¢  Work is carried out from a combined studio and workshop where concept development, detailing, prototyping and small scale fabrication take place.
¢  The studio's work spans commercial and residential building projects, masterplanning and infrastructure schemes as well as high profile works of public art.

Brian Steinhobel

¢  Brian founded and heads up the Steinhobel Group of Companies, carrying out consultant and entrepreneurial product development with industrial design clients spanning Asia, Europe and the Americas.
¢  Jaded executives trying to get by without the services of an industrial designer should take notice of the experience of water bottler aQuellé. A new design for the aQuellé water bottle moved the beverage from an also-ran to SA's best-selling flavoured water. In this case, a run-of-the-mill bottle was reshaped and remodelled into one whose folds catch the light invitingly. The 1l version has the same design as the 500 ml bottle and "a woman can pour from it using only one hand".
¢  Design goes far beyond aesthetics.Steinhobel is an ardent advocate of the safety measures that good design can introduce. A mining helmet he is working on may save lives. The batteries for the helmet's light are placed on the helmet itself instead of being attached to the miner's belt, which can lead to accidents when the cables catch on equipment. The helmet, called the Halo because it provides "spiritual protection", has back lights to ensure miners are visible from behind. This could prevent miners from being run over when they are not seen in the steamy darkness of a mine.
Work is carried out in a multitude of industries, including sports equipment, appliances, furniture, automotive and aeronautical to name a few. His work has a bias towards complex injection moulded plastics, pressure die cast aluminium, cadcam and animation. Some of Brian's clients include Lever Ponds, Colgate, SmithKline Beecham, Siemens, Arrows Formula One Team, Daimler Chrysler, BMW, Nissan, Coca-Cola, Elna, Shell, Zodiac and Virgin.
Brian serves on the Advisory Council for Industrial Design and is the current president of Design South Africa ID. He also judges numerous local and international awards in various capacities, including the German Braun Design Prize and the Australian Design Awards.
¢  His own awards include the Technology Top 100 Minister's Award, Warwick University Technology Excellence Award, Design Institute SABS Chairman's Award, Business Day Technology Award, International Gold Photography Award and The Canon Wildlife Photography Award. He was also awarded South African Schools and Defence Force Colours for rowing and Western Province Colours for swimming and athletics

The Brush-T golf tee has the dubious honour of having no fewer than 10 Chinese copies of it available on the global market.
It's a golf tee that sits on a configuration of brushes, which has the effect of suspending a golf ball in the air. It's so popular because it does what it promises: it reduces the resistance and energy lost at the point of impact, which means the golfer can drive the ball further. And the flexible bristles reduce resistance and decrease sidespin on the golf ball, resulting in straighter, more accurate shots –
¢  It was invented by father and son team Richard and Jason Crouse, keen golfers who wondered how many tees the average golfer goes through in a lifetime. And what does that add up to in rand ? And, isn't it a waste to keep buying something that you smash to pieces after one or two uses?
¢  This led them to invent the reusable Brush-T.
¢  They had a few technical problems so they took the idea to SA's leading industrial designer, Brian Steinhobel. Modifications were made to the product, it was patented globally and since 2002 at least 12m tees have been sold. Because global demand has outstripped supply, the tees have been hard to find in SA.
¢  That should change as Brush-T's own factory in China is now spewing out 8 000/day.
¢  For the traditionalists and sticklers for the rules, the tees have been approved by the US Golf Association and the Royal & Ancient Golf Club of St Andrews.
By the way, Ernie Els loves them!
The Brush-T has a number of advantages for the user:
Durability - the quality and strength of the bristles enable the tee to last longer.
More distance - the Brush-T reduces the resistance and energy lost at the point of impact, which enables the golfer to drive the ball further.
More accuracy/less spin - the flexible bristles reduce resistance and decreases sidespin on the golf ball, resulting in straighter, more accurate shots.
¢  Constant height - Brush-T enables the golfer to tee the ball at a constant height enabling him to concentrate on other areas of the game.

¢  The CJ2000 Continental kettle integrates timeless design elegance with features that enhance its functionality.
¢  The kettle's automatic 360-degree rotational cordless base allows freedom of movement.
Other advantageous features include steam control, an oval sight gauge and left and right side pouring indications.
¢  The jug's design enables the water to be poured easily. The kettle can be filled through the spout or by opening the lid. These smoothly integrated components, which enhance the product's aesthetic appeal, also contribute to its ease of cleaning and maintenance.
The product conforms to all local and international safety requirements

Another of his environmentally responsible projects is the development of the wind and solar powered lights that will be used to illuminate the Olympic Village in the 2008 Beijing Olympic Games.

Brian Steinhobel's reputation, as an exceptional and award-winning industrial designer, is the result of many years invested in the design of sports equipment, appliances, furniture, automotive and aeronautical items. Brian's extensive list of highly satisfied clients includes the Arrows Formula One Team, BMW, Coca-Cola, Colgate, Daimler Chrysler, Elna, Lever Ponds, Nissan, Shell, Siemens, Smith Kline Beecham, Virgin and Zodiac... and now Cobra Watertech.

A triumph of contemporary design, the Callisto range redefines plumbware with minimalist simplicity, intelligent practicality and subtle sophistication, ensuring you of the most creatively contemporary taps and fittings.

The job of an industrial designer spans a range of disciplines. It marries the free-thinking creativity of pure art with the meticulous precision of engineering. Steinhobel's stack of phone messages, piled on his desk and emerging from his pockets, and the careful and exact replacement of the lid on the sugar bowl indicate the existence of these opposites in him

Principles of design


Principles of Design
¢  Balance
¢  Symmetry
¢  Rhythm and Repetition
¢  Proportion
¢  Variety
¢  Dominance and focal point
¢  Simplicity
¢  Unity

¢  Symmetrical vs
Asymmetrical balance
Both are balanced!
¢  Formal Balance and
Informal both communicate
a feeling