12 MODULE 1: TERM 1 – Introducing the world of design 1 2


We all use expressive words like abstract nouns or adjectives, for example, bold, extravagant, cool, funky, classical, sleek, etc. to describe an experience or even a product. And what about emotions like anger, passion, love and excitement? How would you communicate any of these emotions through a design if you are only restricted to the use of colour, line, texture, shape or tone? No words and no obvious shapes that people usually associate with these emotions may be used. In other words, if you have to express the feelings and emotions of being in love, you are not allowed to express these through the use of the obvious like a red heart or a love cupid. You may only use textures, shape, colour, line and tone to express the ‘abstract’ quality of being in love.


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Another way to explain this is to look at different pro- ducts or objects. Try to write down words that you think describe the ‘look and feel’ of each product or object. Ask yourself: is that object or product cool, funky or bold? Does its character or style contribute to the way you react to the product? Is it the shape, the colour, line or the texture? As a young designer you need to be able to first identify and understand the ‘characteristics’ and style of a product. We certainly don’t all like the same stuff and if you can manage to understand this and most importantly the reasons why, it will also give you more insight into the likes and dislikes of the target market those different products will appeal to.


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WHAT IS DESIGN?


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