Assignment 1

Change By Design pg. 39-55
Converting need into demand, or putting people first

"We need to return human beings back to the center of the story"
This section explains the use of insight, observation and empathy in order to create a successful design program

INSIGHT: learning from the lives of others

• starting point- observing actual expirences - behaviors can provide a designer with clues about a clients unmet needs
• design paradigm- solution is often locked away; waiting to be discovered within creativity
• finding specific exaples to help fuel the creative process

OBSERVATION: watching what people don't do, listening to what they don't say

• getting to know your client by  observing where the live, work, and play
• observations based on quality not quantity

EMPATHY: standing in the shoes of others

• distinction between acedemic and design thinking- translate observations into insights and insights into products that improve
• we use empathy to communicate and understand clients

Visible Design pg. 8-26

What is theory- theory is a speculation on something rather then the practice of it

theories applied to graphic design come from a general science of signs called semiology


even though our language may be different symbols become a universal language