Design Is... Essay

Four Great Designers

In the past few weeks, we have had the opportunity to learn about and study the works and lives of four of the greatest designers in the world. Marion Bantjes, Bruce Mau, Stefan Bucher and Stefan Sagmeister are all leading designers in the industry, as their works inspire many to achieve great success. In studying the group of designers, I came to realize that the four of them are more similar than they may first appear. Here is what I found to be the major similarities:

1. RISK- each designer took scary crazy risks to be wherever they are today, and to prove themselves in the industry. You must know the rules to break them, and these are four people forming new rules, all in the process of breaking them.
2. DRIVE- each designer works endlessly and as a driving force to complete their personal goals, to be role models for the industry, and most importantly to deliver to both the client, and to themselves
3. PROCESS- all the designers had a creative process for creating and completing their work, and all processes varied, but the most important aspect was that every process was based around the artist staying true to themselves and their creative drive.

The designers continue to prove to the world their greatness, and the worlds leaders in any industry all fit the same mold: taking risks, working hard, and staying true to themselves and their dreams.

Letter To Stefan Bucher

Dear Stefan,

In watching your “Makers and Thinkers” talk online from the AIGA Conference in October 2009, I came to appreciate 334 Design, your personal work, and most importantly the way in which you share your experiences in a humorous and casually comfortable way.

I, as a design student, have always declared one thing about my future career as a designer. I would never be a freelance designer. This is not because I find sitting at home in pajamas, working at my own pace and getting the job done in my personal environment unappealing. I have always has an undying appreciation and respect for a freelancer in any industry, who has the drive and discipline to get the job done on time and properly. When listening to you discuss your unique design process and how you spend so much time both staring at walls and in your subconscious, I began to realize that a final design is as important, if not less important than the process in which it was created.

Graphic Design is one of those funny industries where I find myself searching for words when asked, “so what exactly is it that a graphic designer does? Design graphics?” I found so much of the answer in your talk, where your genuine ideas pour out of your mind, and onto paper. The fruit of Graphic Design may have a common ground, but the vehicle in which I choose to get there is as unique as my own mind. This, to me, is true design.

Thank you, for sharing with the world, your experiences, your incredible works, and most importantly your love for design and the industry. Your drive and success encourages me to reach great heights in my own future career. 

Melissa Gareri

Doritos "Best Part" Ad Campaign

Favourite Ad Campaign:

Currently, my favourite ad campaign as a whole would have to be the Doritos “Best Part” ad. With the “caught-off-guard” sort of humor, each ad is unique, intense (to portray the Doritos experience) and definitely memorable. Outlining the different “best parts” of enjoying Doritos’ chips. For me, the ads are memorable and humorous, and didn't need a celebrity endorsement to be effective. Below are two of my favourite Doritos “Best Part” commercials currently running:

Target Market:

The Superbowl ads are usually believed to be directed toward men, usually 25-50, who are sports fans and tend to be rugged. This, in the recent past, has definitely changed. Advertisements today during the Superbowl reflect their viewers: full families, moms, children, teens and yes, most definitely, the 25-50 year old rugged sports fan. The target market is understood because many of the products being marketed have changed from things like “Pro Line” and “Ford F 250’s” to “Volkswagen Passat” starring a small child, and online service websites.

Cultural Themes:

The major cultural theme that is reoccurring in the current television advisements is celebrity endorsements, and dry humor. Using celebrities to gain attention of viewers, most ads are willing to pay millions to give their newest ideas a go. Humor has always been a great seller, but the idea of this caught-off-guard, dry humor is something that I don't remember seeing much before.

Overall Observations:

Overall, the advertisements currently on television today tend to be either very light hearted and fun, or serious and risky. There doesn't seem to be many concepts in between. I have learned a few things from advertising trends today:

a)    Sex always sells

b)   Humor is always a winner

c)    Celebrity endorsements are proven to work, but have never driven me to want to buy something more or less than before

d)   Raising the volume on commercials by networks backfired, and not only annoys me, but makes me mute the channel and I miss the whole commercial all together.

My Media Usage

When I was asked to create a chart of my media usage for a whole week, I was concerned that I would never be capable of such a task, as most of my week is consumed of just that. From my research, I created these two charts, separated in media measured by hours and time and media measured in numbers. I recorded that if measured individually, my media usage is 100% of my full, 7 day week. This is not the case, as when I am doing many other things, I always have music on. The results shocked me, and I was unaware of how "plugged in" I really am.

This image is of my media usage in hours

This image is of my media usage in numbers

My Design Process!

Designing for a project or a person is a complex process that is as personal as a morning routine.
For me, my design process is unique and varies slightly based upon the time restrictions or project context. Below is my general design process:

1. Read design brief or project outline
2. begin brainstorming and writing ideas
3. search online and in books or magazines for reference/ information/ inspiration
4. begin thumbnail sketches
5. narrow down thumbnails and do liner designs
6. go digital and begin playing with colour, placement, etc
7. roughs get printed
8. make changes
9. final product

Design is....

The question is one being tackled all around the world everyday. And yes, I am going to make my first attempt to define design...here goes!

Design is a tool that is used globally to communicate a purpose or portray a message to the masses in a creative context!

BAM!