Social value of Design Invention & Innovation Design is basic to all human activity

1. Social value of Design • Invention & Innovation • Design is basic to all human activity • A problem solving activity • Challenge to standards • Overcominglimitations & Blocks

2. Design must be informed by • Ecological • Social • Economic • & • Political environment

3. Good responsible design • should develop tools & abilities to facilitate; • Teaching & Training • Medicine, Surgery & Hospitals • Sustainable Human Life Under Marginal Conditions • Experimental Research • Breakthrough Concepts

4. A Good Responsible design • Mediated communication • Should not encourage or portray; • Stereotypes • Lying • Children in inappropriate ways • Violence • Nudity • Women as sexual objects • Inappropriate social behaviors • Oppression • Cruelty towards animals • Discrimination on the basis of gender, color, race, nationality or religion • 11. Insensitivity to ecological issues

5. A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition A monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol.

6. Celebrity endorsements – using well known people to promote their product Product comparison – showing how their product is superior to another Price comparison– showing how their product is a better deal than another Selling a dream or lifestyle – showing how their product will make your dreams come true Selling with sex – showing how their product will make you popular with the opposite sex Selling sentiment - connecting their product to cherished emotions

7. Celebrity endorsements

11. Celebrity Endorsement

12. What Is Good/Bad Taste? • Given: Mainstream, Manufactured, the make belief world, • Print & electronic media, film, architecture, advertizing • You are what you have. Our life can change if we buy different • Anxiety about money, discontent, Fear, Inadequacy • Persuasion by showing transformed people, images of alternative way of life • Envy, Manufacturing Glamour • Model is the god/goddess, Perfected humans • Mediated communication • Issues • Milk, Water, Ice cream, Tobacco, Soft drinks, Junk food, medicines • Acquired: Classical, Generational, Continuity, History & Heritage • Sound; language, literature. Image; icons (Buddha, Jesus) • Architecture; monuments • Fine Arts • Unmediated communication

13. Limitations • Biological • Habit • Morality

14. Blocks • Perceptual • Emotional • Associational • Cultural • Professional • Intellectual • Environmental • We all experience the above blocks

15. Fountain: Marcel Duchamp

16. Wheatfield & crows. Vincent Van Gogh

17. Sleep: Salvador Dali

18. How to look at an image Plan of study The image, genre, medium, size Source of subject Setting; location, description Arrangement; composition, hierarchy Centre of interest within work Supreme motive; theme, artist view Color; light & shade, symbolism Texture History; when/where/why The artist; biography, influences, style

19. Principles of Design • Balance • Contrast • Emphasis • Harmony • Variety • Unity • Gradation • Movement • Rhythm • Depth • Proportion

20. Midterm Exam Geometries of being Ways of seeing Advertising Image Gestalt laws, elements & Principles of Design Film: The seventh seal by Ingmar Bergman