Cbrd Lecture Rotterdam

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Willy Geurts

CBRD

Centre of Applied Research into

Brand Reputation and Design Management

School of Communication Media &Music

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De bewegende blik

The moving gaze

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Communities of Practice around Visual Communication

Identity Meaning and Learning

Willy Geurts

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What are the Practices?

What are the Communities?

What is Visual Communication?

Who is involved in the field of

Visual Communication?

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School of Communication Media and Music

A visually designed object

the design

science

destructiondeconstruction construction

structure discoursemovementsystemprove

every day life

creativity

play

inspiration

aesthetics

norms&

values

form and judgementconvention and new

effectiveness

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Identity of professionals around visual objects

the development of design

Theories

Structuralism

Semiotics

Creative approaches to problem solving

Pra

ctic

es a

rou

nd

d

esig

n /

visu

al

com

mu

nic

atio

n

Architecture of learningof professionals around visual objects

Practices of users and consumers of visual objects

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Visuele cultuur

Visuele communicatie

Vormgeving / design

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Definitions

visual culture Shared practices of a group, community or society,

where meaning is made out of the visual, auditive

and textual world of representations.

Those aspects of culture that are manifested in a

visual form – paintings, print work, pictures, film,

television, video, advertisements, news, scientific

images

Sturken en Cartwright: Practices of Looking

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Definitions

design

Traffic in two directions: creative and analytic thinking.

As applied creativity, as problem solving, as learning,

as a social process, as play1]

Designed by men. Non-verbal communication. Design

gives functional and emotional values to a product.[2]

A plan to arrange elements in such a way that a

specific aim will be reached best.[3]

[1] Dorst, Understanding design, 2003

[2] Van Thiel and Michels: De basis van design management,

1998

[3] Eames in Laurel: Design research, 2003

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Definitions of

design

Design[4]as art

Design as problem solving

Design as a creative act

Design as a group of related professions

Design as industry

Design as a process

What is the relationship of design with economy and

culture?

[4] Rachel Cooper, Mike Press, The Design Agenda, 1999

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Definition

Visual Communication The process of verbal and non-verbal

interaction with designed signs and objects

and the interpretation of those visual signs

and objects as a group and as an individual.

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negotiability identification Ecology of identity


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Identities of non-participation

Identities of participation

Mode of belonging



negotiability identification

Ecology of identity


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structure a guide or a perspective

Alignment

Imagination

Engagement



Mode of belonging




Ecology of identity


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economies of meaningvalue for money, artistic values versus

economical values

communities periphery members of different communities or

making one over time

ownership of meaning because of history, cultural interests

forms of membership

alignment

imagination

engagement



Mode of belonging




Ecology of identity


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economies of meaningvalue for money, artistic values versus

economical values

communities peripheral members of different communities

or making one over time

ownership of meaning because of history, cultural interests

forms of membership

Literal compliance as in contracts

Persuasion through directed experience

alignment

Rejection, Submission to hierarchy

Allegiance to a social movement

Assumption that someone else understands what is going on

Vicarious experience through stories

imagination

Prejudice through stereotypes about ‘the designer’ and ‘the manager’

Affinity felt by the professionals being part of a ‘union’ or network

Marginality through having one’s ideas ignored, rejected, denied

Having one’s ideas adopted, understanding the products the other makes

engagement

Experience of boundaries through a mistake, or as an apprentice or as a new colleague

Circle of professionals doing projects together for many years



Mode of belonging Identities of non-participation



identity

- A social ecology of identity

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identification/negotiability

local/global

designed/emergent

participation/reification

alignmentimaginationengagement

Design - Learning - components and dimensions

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mutuality through shared action, situated negotiation, marginalization


multi membership, brokering, peripherality, conversations

local/global

situated improvisation within a regime of accountability

designed/emergent

combining them meaningfully in actions, interactions and the creation of shared histories




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How?What is central and what is marginalized?

shared action,situated negotiation, marginalization


Examples of practices.Of what circles are people member of? hierarchy of the community?the designer and the manager in the periphery? the brokering process? conversations taking? What is the language?

Multi membership, brokering, peripheral, conversations

local/global

What are the characteristics these days?What are guidelines on paper? And are they practiced?


designed/emergent

examples? How does exchange of meaning take place, dialogue and discussions?

actions, interactions and the creation of shared histories


Questions & remarks

engagement

Questions & remarks on engagement

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new trajectories, empathy, stereotypes, explanations


models, maps, representations, visits, tours

local/global

scenarios, possible worlds, simulations, perceiving new broad patterns

designed/emergent

stories, playing with forms, recombinations, assumptions




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Questions & remarks on imagination

What are stereotypes? What are role models? How do they perform?



How do representations work here? models, maps, representations, visits, tours

local/global

What are these and what becomes of them in reality?


designed/emergent

What stories do people tell?What assumptions are tough?



Questions & remarks

imagination

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inspiration, fields of influence, reciprocity of power relations


standards, shared infrastructures, centres of authority

local/global

communications, feedback, coordination, renegotiation, realignment

designed/emergent

styles and discourses




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Questions & remarks on alignment

Which role models do we know?Which best practices do we know?



Standards? Does literature provide a kind of standard?What are centres?


local/global

Examples of practiceWritten and oral sourcesVisual versus verbal


designed/emergent

styles and discoursesparticipation/reification

Questions & remarks

alignment

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mutuality through shared action, situated negotiation, marginalization



models, maps, representations, visits, tours

multi membership, brokering, peripherality, conversations

local/global




designed/emergent

styles and discourses


combining them meaningfully in actions, interactions and the creation of shared histories




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Matrix of design development Gui Bonsiepe 1999

Phases

Design debateDesign research

Design trainingDesign policyProfessionalization Management

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Phase 5Maturity

Phase 4Expansion and consolidation

Phase 3Start of institutionalization

Phase 2Embryonic development

Phase 1Proto-design



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Phase 5Maturity

Publication of design books

Design / scholarly studies, production of new knowledge

Differentiated range of courses Design research as a new profession

International competitions, conferences as media events

Product development in every sector

Multi-disciplinary teams / as strategic factor in corporate policy

Phase 4Expansion and consolidation

Special design magazines started

Studies in bionics, methodology and colour theory

Specialization, e.g. in transport, theoretical courses

Thematic exhibitions, competitions with financial rewards

Recognition of professions and associations, firms integrate designers in their structure

Scientific instruments and machines, highly complex products

Phase 3Start of institutionalization

magazines include a section on design

Start of design related courses, ergonomics preferred field of research

Courses set up to supplement engineering or architecture courses

Design centres set up, design groups in public institutions,

Search for identity and definition of specific design services

Household objects, simple consumer goods

Phase 2Embryonic development

Articles on design as a cultural phenomenon in periodicals

NoneExperimental courses as workshops

Lectures by experts from industrial countries;

Design autodidactic. Outsider in the industrial system. Seen as a cultural mission

Furniture design

Phase 1Proto-design

NoneNoneInformal training

NoneNone No design as a separate area.



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Why and how do conventions change? What makes a brochure, a website, a magazine, an event get a different form? What makes something popular, famous, valuable?

Why do viewers in a specific social-historical situation think a certain design is convincing?Are there differences between my values and the values a certain object implies? Whose space of thinking and acting might be limited, explicitly or implicitly by a certain designed object?

In what way might societal structures influence these appreciations or rejections?

the continuous movement of construction, destruction and deconstruction

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what visual language, visual elementsimagespolitical opinionsknowledgemythsideologiesand other visual worksare present in given visual object of research?

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Visualizing models

Dogs Question marksSmall

CashcowsStars Large

Small Large Grow marketMarket share

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productdesign

environmentdesign

informationdesign

corporate &identity design

d

d

dd

oo

o

o

Four categories of design. Gorb(1990)

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1 Physical

2 Safety

3 Social

4 Appraisal

5 Development

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self

recognition

social contact

safety and security

physical needs

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Deming circle: act, plan, do, check

.

plan

docheck

act

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David Kolb

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Plan for ActionSelect & Strengthen Solutions

Generate Ideas Clarify the Problem Gather Data Identify Goal, Wish, Challenge

AcceptanceFinding

SolutionFinding

IdeaFinding

ProblemFinding

FactFinding

ObjectiveFinding

AF SF IF PF FF OF

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7 phase model of the design management process

Geurts, Hughes, Lazenby (2003)

fieldorientation invitation briefing concept idea production evaluation

1 2 3 4 5 6 7

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Cbrd Lecture Rotterdam

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