Overview

What is design? On a most basic level, “design” is problem solving: if good hunting is on the other side of the river, but the river is deep and the current treacherous, humans design and build a bridge to the other side. In this simple example, we can see the ‘motivation’ for designing a particular solution that is a ‘bridge’. But what form is this first bridge? Is it a series of stones skillfully placed in the river itself? Is it ropes across the river banks at two high points in the valley where the river is narrowest? Is it a sophisticated stone arch that required the resources of the whole community to construct? The difference in form and design language in each solution is informed and shaped by technology, materials, and language and inspiration.

In this class we will learn to look at design as language – the linguistics of design. as in all languages, there are nouns, verbs, syntax and cultural variation. moreover, one may speak clearly, poetically, obtusely, beautifully, be boring, or inspiring. we we strive to learn how to create a design process based on goal setting and intention.

The purpose of communication is to convey concepts from one person to another [one place to another]. Language is simply one tool to do this and is only successful when it facilitates the clear transmission of concept. do not let the mythology of culture get in the way of this understanding.

Successful brands are consistent. With design being a language that utilizes a combination of written language, visuals/graphics, sound, interaction, and form. creating design is an exciting challenge.