Makng Meaning

“There is no design without discipline & there is no discipline without intelligence.”

As designers we are constantly driven to ask questions, solve problems, and comunicate meaning. We have the ability to see the world through a different perspective, not simply sensing what is but intuiting what could be. The purpose of this book is to visually articulate the seven stages of design I find to be fundemental to the creative process – inspiration, research, conversation, planning, intuition, connection, and craft.

– MASSIMO VIGNELLI

1 INSPIRATIONin(t)-sp -'rā- n

The action or power

of moving the intelect

or emotions

Inspiration can be found in some the most unexpected places, not simply from sitting in front of a computer screen. Allow yourself to take a break from the digital world and go exploring. Inspiration is everywhere whether that be in a box of day old pizza or the hand painted sign that dons the windows of your favorite thrift store.

Try varying your reading lists to include subjects other than design books. Some of your greatest design knowledge may come from your seemingly inconsequential expo-sure to a random topic.

2 RESEARCHri-'s rch

A studious inquiry

or examination of a

particular subject

In order to truly achieve mastery of a subject, you must dive deep into the topic. This full immersion technique requires you to not sim-ply skim the surface of the topic on Google or Wikipedia. If there are multiple opinions that conflict on a topic, I like to make myself aware of these alternate opinions as well.

If possible, stop reading and seek out an authoritative source who has mastered the subject of your exploration. It never hurts to ask questions, and those “masters” usually have extremely beneficial tips and insights you cannot always find in traditional library research.

3 CONVERSATIONkän-v r-'sā-sh n

An oral exchange

of observations,

ideas, opinions,

or sentiments

Design is a collaborative process and although it is possible to come up with an appropriate solution by oneself, that isolated solution may not always be the best one.

During my time at SCAD, I have learned to question everything and ask why at least five times. Therefore, regular coffee dates with people I respect have become tradition. Outside sources can help you gauge how successful you message is being delivered. They have the ability to see issues that may not have crossed your mind. Their input may inspire a more thoughtful design alternative.

4 PLANNINGˈ'plan-ing

Method of achieveing

an end through the

establishment of goals,

policies, & procedures

Have you ever run into designers who go off on tangents about how their next project is going to use 40 different production techniques and save the world? Either that, or at least look really pretty?

If you are, in fact, that designer, planning is the design stage when you step back and look at what is feasible within the given time constraints. I am all about setting lofty goals, but I am also a firm believer in work-life balance. A thoughtful time management system and writing a design brief allows for both a good end product and good mental health.

5 INTUITIONin-tü-'i-sh n

The power or faculty

of attaining direct

knowledge and/or

cognition without

evident rational

thought or inference

Intuition may also be known as the ‘Eureka’ moment where all the pieces of a design just fall into place. It is more of a feeling than a definitive stage. It is not some-thing that you have to actively pursue. Simply put, intuition is the conversion of all your collective knowledge into a design solution.

As humans, we tend to retain the information gathered during our experiences and compartmentalize it. Here, intuition acts as a signpost helping us to navigate through our internal suitcases of information.

'kraft A dexterity or

cordination in the

execution of learned

many physical tasks

6Even though you may be on a tight deadline, this is the stage where it is most imperative for you to remain calm. Channel your inner, elderly self and accept that slow and steady wins the race, espe-cially when it comes to the final production and x-acto knives.

Craft is by far my favorite part of the whole design process. I have yet to find an experience that is more intoxicating than seeing the my creative process come full cir-cle–being able to physically hold a product that was once nonexistent.

CRAFT

MAKING MEANINGa creative process ©Parvaneh Toghiani 2012