DESIGN

This is a structured process that transforms creative ideas into concrete products, services and
systems and as such links creativity to innovation. As part of innovation process, design has the
potential to substantially contribute to improving the brand image, sales and profitability of a
company. It has also emerged as a key differentiator for businesses.

As a result of the growing access to technology, firms increasingly have to compete at equal
prices and functionality. Design increasingly assumes a new role, one of competitive advantage
and differentiator, creating new markets by linking technology with commercial and user
considerations whether linked to functionality, aesthetics brand or other intangibles.

The concept of design has been defined in different ways either focusing on design as an
economic activity or more general as the translation of the ideas generated by creativity into new
products and processes. It links creativity and innovation. Design definitions are based on design
professions with the following ensembles; fashion design, graphic design, interior design,
product design etc.

Creativity on the other hand is defined as the generation of new ideas but the number of ideas is
an unobserved statistical phenomenon. Creativity is multidimensional and three different ‘type’
can be distinguished; technology creativity (invention), economic creativity (entrepreneurship)
and artistic/cultural creativity.

Creativity is the generation of new ideas, design is the shaping (or transformation) of ideas into
new products and processes and innovation is the exploitation of ideas i.e. the successful
marketing of these new products and processes.

NB: Creativity, design and innovation are not limited to certain sectors or professions, but apply
across the economy.

CONCEPT OF DESIGN THINKING

Design thinking is a cognitive process from which ideas of a product emerge. It is related to
problem solving, decision making, creativity, sketching and developing a prototype. Design
thinking is the method of developing designs as a mechanism to provide solutions to existing
problems. It is a human centered creative approach that focuses on the needs of the end user. It
involves empathy, imagination, intuition to explore possibilities that benefit the end user. Hence,
design thinking is not just how a product looks and feels, but also how a product works. The goal
of design thinking is to ensure that the entrepreneur provides a product that solves the end users
problems and satisfies their needs.
Design Thinking Process
The design thinking concept involves a series of steps that entrepreneurs engage in when
developing products and services that address the needs, pains, fears of the customer. The design
thinking process involves five steps: Empathize, Define, Ideate, Prototype, and Test. The design
thinking process involves a series of steps that utilize the aspects of imagination, intuition, logic,
creativity, and systematic reasoning to bring out products or services that provide the benefits
that satisfy the end user.

THE DESIGN PROCESS

1. Identify the problem -

This step is important because it informs the rest of the design process and defines how success
will be measured.

2. Do research
After a problem has been identified, the next step is to conduct a research. This research may
include finding articles in books, magazines, or on the Internet to help formulate ideas and
recognize constraints for their designs. During this stage, one is required to examine existing
designs, which can provide a starting place and help to formulate questions.
Research is also the step in which one discovers and explores the important elements of a design.
Guided questions encourage critical thinking about aspects of the problem that must be
addressed in order to develop a successful design.

In each activity, the research step includes the question, What are your design constraints? This
question helps one recognize the limits of his/her solutions and to eliminate solutions that would
be inefficient, costly, or physically impossible.

3. Develop possible solutions

Next, employees brainstorm possible design solutions that address the problem they have
identified. Possible solutions may include variations on one design using the same or different
materials. They also may include completely different designs. This step allows employees to
recognize the pros and cons of each design.

4. Choose one solution

In this step, employees choose one of their proposed designs and describe it in detail. They may
be asked to draw or diagram their design and to explain why they chose it. Having as much
information as possible about each possible solution and keeping the problem or task in mind is
helpful for choosing a successful design. The chosen design should represent the solution that
employees think best meets the need or solves the problem that was identified at the beginning of
the design process.
 5. Design and Construct a Prototype
At this point in the design process, employees gather materials, build a prototype, and record the
particular details of a design that are required for replication. These requirements—such as
dimensions, measurements, materials, processes, and so on—are described in a detailed
description or assessment. Anything that someone studying or replicating the prototype would
need to know should be included in this section.
At the end of this step, employees have a prototype that is ready for testing. By definition, a
prototype is the original or base model.
6. Test the Prototype

After building their prototypes, employees will test it. Some of the activities produce prototypes
that can be tested within a short period of time; others involve several days of testing. Testing the
prototype usually involves asking questions that are based on observations, and assessing the
prototype in terms of how well it solves the problem or task.
7. Communicate Results

Sharing results is an important step in any developing design. Employees are encouraged to use a
variety of approaches to communicate their results. Examples include sketches, photographs,
detailed diagrams, word descriptions, portfolios, computer simulations, computer slide shows,
and video presentations. Employees may also present evidence that was collected when the
prototype was tested. This evidence may include mathematical representations, such as graphs
and data tables, that support the design choice.
Communicating the results of an experiment or test has practical and ethical importance for
scientists and engineers. Practically, communicating results opens a conversation in which other
scientists or engineers can make suggestions and help improve a design. The design also might
help the other engineers solve problems they are having with their own designs or inspire them
with a new design. Ethically, communicating results opens an experiment or design to accurate,
unbiased evaluation. It also helps protect the intellectual rights of the scientists or engineers
sharing the design.
8. Evaluate and Redesign
The last step allows employees to evaluate what worked and what did not work about their
designs and why. They may be asked to rate their prototype designs with a rubric of design
constraints. They are also encouraged to explain their ratings and, if needed, brainstorm design
improvements. Some activities allow the employees to redesign their prototype.

The elements and principles of design

The elements and principles of design are the building blocks.
The elements of design are the things that make up a design.
 The Principles of design are what we do to those elements. How we apply the principles of
design determines how successful the design is.
The elements of design
 LINE – The linear marks made with a pen or brush or the edge created when two shapes meet.
 SHAPE – A shape is a self-contained defined area of geometric (squares and circles), or organic
(free formed shapes or natural shapes). A positive shape automatically creates a negative shape.
 DIRECTION – All lines have direction – Horizontal, Vertical or Oblique. Horizontal suggests
calmness, stability and tranquility. Vertical gives a feeling of balance, formality and alertness.
Oblique suggests movement and action
 SIZE – Size is simply the relationship of the area occupied by one shape to that of another.
 TEXTURE – Texture is the surface quality of a shape – rough, smooth, soft hard glossy etc.
 COLOUR – Colour is light reflected off objects. Color has three main characteristics: hue or its
name (red, green, blue, etc.), value (how light or dark it is), and intensity (how bright or dull it
is).

The Principles of Design

1. BALANCE –. Balance provides stability and structure to a design. It’s the weight distributed in
the design by the placement of your elements.
2. PROXIMITY – Proximity creates relationship between elements. It provides a focal point.
Proximity doesn’t mean that elements have to be placed together, it means they should be
visually connected in some way.
3. ALIGNMENT – Allows us to create order and organisation. Aligning elements allows them to
create a visual connection with each other.
4. REPETITION – Repetition strengthens a design by tying together individual elements. It helps to
create association and consistency. Repetition can create rhythm (a feeling of organized
movement).
5. CONTRAST – Contrast is the juxtaposition of opposing elements (opposite colours on the
colour wheel, or value light / dark, or direction – horizontal / vertical). Contrast allows us to
emphasize or highlight key elements in your design.
6. SPACE – Space in art refers to the distance or area between, around, above, below, or within
elements. Both positive and negative space are important factors to be considered in every
design.