MA 01 – Design Principles

BRIEF

Throughout life you have seen examples of good and bad design across various platforms. Good design can range from a nice logo, an eye catching poster to an engaging website. But what is it that makes one design better than another and what makes a customer buy one product rather than another? Is it just by chance or are there actual fundamental principles that result in a better design which engage potential customers more? A design that looks good and makes one think, “Wow! What a great product.” As you work through this course, you’ll learn some simple visual principles and you’ll practice how to visualize them. In the first part of this assignment, you will need to to research ideas for each of the nine design principles presented below, include some ideas, sketches or examples you have found. This can be a mood board or a simple list.

A version of a cover for Harry Potter and the Order of the Phoenix.

Figure / Ground

What is in the foreground and what is in the background?

A version of a cover for Harry Potter and the Order of Phoenix

Nasa's Logo

Continuation

Once the eye begins to follow something, it will continue in that direction until it encounters another object.

Nasa’s logo

Github logo

Closure

Viewers can fill the gaps to see the full picture

Github’s logo

Hennig Olsen's logo
Hennig Olsen’s logo

Proximity

Related elements are grouped together to form a whole. (Grouping: We tie objects that are near each other together.)

Moldejazz 2010 – Used on things like website and t-shirts. Visualizing the mountain and fjord panorama (as seen from Molde), by using soundwaves.

Similarity

We link similar elements together.

Tine Melk 2016

Starbucks' logo

Symmetry

Elements are arranged equally on both sides of an axis.

Starbucks’ logo

Common Fate

Elements that move in the same direction are seen to be related. Think of a flock of birds.

The Mustangs of Las Colinas

Dyreparken's logo

Prägnanz

We tend to reorganize complex shapes into a simpler whole.

Dyreparken’s logo

Regularity

The repetition of a design element to form a pattern.

Profile header on Pinterest

Idea Development • Question 3 • Teaspoon

Practical assignment (problem solving)

SCAMPER

Substitute something
Combine it with something else
Adapt something to it
Modify or Magnify it
Put to other uses
Eliminate something
Reverse or Rearrange it

BRIEF

You are given a teaspoon as an object. Now apply each one of the SCAMPER techniques to it and give a brief explanation of what new product comes of this and how it can be marketed.

Defining a teaspoon

What is the function of a teaspoon

The main functions of a teaspoon is to stir the contents of a mug, or measure out a specific amount of something, like sugar or baking powder. It can also be used for eating, most commonly for desserts. Unconventional uses include using it for placing soil around small potted plants, making art projects and simply for keeping as collectibles.

Shape, size and materials

A regular teaspoon has a stick-like handle with a small bowl at the end. This end can, on a standardized teaspoon, hold 5ml (Where a tablespoon can hold 15ml). Accurate measurements are useful for baking and other instances when quantity is important.

The size, however, can vary from spoon to spoon. Older spoons tend to have a smaller size than spoons made today. The shape of the handle and bowl also varies from clean, straight lines to the most ornate finish. Materials vary from plastic to bamboo, stainless steel and silver.
Measuring spoons are created to make it easy to get the exact same amount every time (as long as you level of the top). And some spoons are created with only the stirring function in mind.

A selection of various teaspoons
29 different teaspoons

Redesigning a Teaspoon

Substitute

Substitute the material for durable paper or cardboard.

Combine

Combine it with single serve yoghurt or ice cream packaging.

Adapt

Make a tablespoon, fork and knife version for larger ready made meals. (Fjordland or Toro equivalents)

Modify

Make it part of the lid or wrapping.

Magnify

Highlight the spoon on the packaging. Advertise the inclusion of the new included cutlery.

Put to other uses

Add to other products, like easy made hot chocolate, coffee and loose leaf tea.

Eliminate

Eliminate the need for bringing your own or buying extra plastic cutlery when on the go.

Reverse

Place the spoon on the inside of the lid, or under a flap, to keep it clean and hygienic.

Rearrange

Change habits and offer something helpful.

My idea

The amount of times I’ve forgotten to bring a spoon for yoghurt day and had to MacGyver the plastic film into a utensil, or the times I’ve gotten a quick ready meal for a study session, just to realize I don’t have any way to eat the food, inspired me to think of this idea.

These are Tine’s new containers which they’re currently testing with sour cream. My idea uses these by implementing a spoon in the lid. I’ve gone for a yogurt design, but it could apply to desserts or porridge or even baby food.

Pencil sketch
Inking the outlines
Added shading
Applied color

Final design

Sources:

Idea Development • Question 3 • Rice Packaging

Practical assignment (problem solving)

SCAMPER

Substitute something
Combine it with something else
Adapt something to it
Modify or Magnify it
Put to other uses
Eliminate something
Reverse or Rearrange it

BRIEF

You have to design packaging for rice. The packaging has to be different from what is out there in the market. Apply each one of the SCAMPER techniques and do a write‑up on your findings. Then choose the option that you think would work best and do a sketch of what the packaging would look like.

Redesigning Rice Packaging

Substitute

Substitute conventional boxes and plastic bags with a new alternative.

Combine

Add a separate lid for making it easy to keep the box closed.

Adapt

Make the lid function as a measuring cup.

Modify

Modify the shape to fit comfortably in the hand.

Magnify

Add more packaging sizes. The large size does not include the measuring cup, but has a wide opening, which makes it easy to scoop out the desired amount. And the small size contains enough rice for one portion.

Put to other uses

Use the same design for other grains and pasta

Eliminate

Eliminate food waste by measuring out the perfect amount of rice each time.

Reverse

Make it out of sturdy material, so the box can be used for storage when empty.

Rearrange

Make a version out of metal, which would be targeted for selling at delicacy shops, such as Selfridges&co or Marks & Spencer.

My idea

I used the iPhone’s scan function to snap a picture of my sketches. But I failed to archive it properly on the first try. So here’s my sketch including the ink bleeding from the rear side.
Close-up of typography in between sketch and inking

Finished version

I’ve taken the liberty to edit out the excess background paper in Photoshop.

Final version – Snapped with the camera on iPhone. And slightly wonky perspective.
Final version – Scanned with the scan function in Notepad on iPhone.
Sources: