Design Process
Sarah Kramer N8305498
Week 9 - Inspiration
Week 10 - Identification
Week 11 - Conceptualisation
Week 12 - Exploration / Refinement
Week 13 - Definition/Modelling, Communication, Production
Week 14 - Refinement (Documentation)
Individual Reflection – Sarah Kramer (N8305498)
My reflections on this group assignment are underpinned by a trilogy of theories as I learnt in action through these reflective processes. The theories include; Kolb’s Experiential Learning Cycle, Tuckman’s Group Stages and Karl Aspelund’s ‘Seven Stages of Design’.
The initial stage of Kolb’s theory is concrete experience and this resonated with me as my work in advertising arms me with concrete skills to share with my peers. For example, I was able to foster reciprocal relationships by encouraging open communications and constant goal setting through work in progress meetings (WIP). In the second stage, reflective observation, I examined design examples from our clients at work. Utilising this knowledge, I was then able to offer informed observations to the group, to improve the effectiveness of our magazine ‘FOCUS’. This led to the third stage of ‘Abstract Conceptualization’ in which we ‘actively experimented’ with each other’s suggestions and incorporated key findings across our autonomous designs.
Secondly, I reflected on how vital effective group work is in the design industry. By actively demonstrating positive group experiences, teams can embody self-awareness through interaction and feedback as well as cohesiveness through conflict resolution. Tuckman’s sequential-stage theory of group processes (forming, storming, norming, performing and adjourning) informed our positive group environment. During the forming stage, we were aware of the importance of establishing group roles, norms, structures and functions in order to lay strong foundations for future interactions. Consequently, our collaborative approach throughout our magazine’s design demonstrates the effectiveness of our groups’ structures and processes. This solid groundwork impacted our storming stage favourably. Additionally, by actively promoting our weekly tasks through online communications and WIP’s, we effectively reached the norming stage, as evidenced in our final design during our performing stage. Upon reflection, positive group dynamics can enhance self-awareness, build trusting relationships and supportive environments and this in turn fosters greater insights towards innovative design outcomes born from true collaboration.
My final reflection of my overall design process is informed by Karl Aspelund’s ‘Seven Stages of Design’; Inspiration, Identification, Conceptualisation, Exploration/Refinement, Definition/Modelling, Communication and Production (Aspelund, 2015). This theory successfully informed our final designs as they were consistent and appropriately reflected one another.
Inspiration
Researching Minimalism, where “less is more”, our team (FOCUS) was motivated by its basic yet highly effective principles that contextualize the foundations of design. This theory of visual perception forms a dual role in relating to a design approach whilst also providing ways to design and formed the underlying inspiration for our concept.
Identification
The identified key concept of ‘minimalism’ metamorphosed or evolved as our designs developed. However, it remained a core foundation from which we built our approaches during each WIP.
Conceptualisation
Elam’s industry knowledge provided a focal point and became our guide in this conceptulisation stage. During this stage we agreed to abide by some key rules. We determined our type settings for each scenario looking at headers, sub headers, body text, and pull quotes. We also defined our grid formation (6 column) and agreed upon a mutual template to work from. This template included master pages that had header and footers on each page. We were on a search for originality and innovation, driven by the core, mutual theory of minimalism (Green, 2016, week 3). Once our key pillars and design considerations were agreed upon we broke off and worked on our initial pages autonomously.
Exploration/Refinement
Collaboration dominated our exploration and refinement phase. This involved sharing our work so that we could constructively critique each of our separate parts, in order to rectify and refine any inconsistencies.
Definition/Modelling
We ensured we constantly reflected on our minimalist approach by modeling our designs against each others. This constant modeling and defining ensured we produced consistent, top quality designs that aligned with minimalism.
Communication
We purposefully highlighted communication as a dominant feature in our experience as our assessment was intended as a collaborative piece. Therefore, our weekly WIP’s provided strong communication channels that created space for us to voice our thoughts and share information. Moreover, this open communication provided a major learning for us, that is easily transferrable to our professional design careers. Thus, our designs, photography and content embodied our core principles of working cohesively by combining our ideologies and inspirations to create an effective design.
Production
We faced a few barriers in the final production process and this compelled us to re-evaluate some of our ideas. For example, Nick’s research uncovered the scarcity of competitive printing quotes and as a result, we had to alter our initial idea of using thick gsm weighted paper to fit within budget constraints.
Theory became my guide, providing me with a design framework as I learnt in action by ‘doing’. This was evidenced by using Tuckman’s group theory to normalise any difficulties our team faced during our interactions. This made me aware that all aspects of group work are part of a learning journey and I realised that it is not only about the destination or task at hand, but more so about the journey. The compromises, building of relationships and collaborative interactions experienced along the way.
The assessment drew on a plurality of design principles that I had hitherto not explored in depth. These included; typographic rules including typesetting, alignment and grouping as well as information hierarchy and the importance of effective collaboration to ensure consistency. My learning journey provided a wonderful opportunity to experience reciprocal sharing amongst team members. We realised how fortunate we were to be in a team that shared motivation and drive and were willing to cater to each other’s strengths and weaknesses.
Photography: Sections Week 11 - 14
