CDinD: Manifesto.

Communications, based on mutual understanding, aim to building and achieving common sense. They don't create situations that generate misunderstanding, frustration and downfall. Trying to achieve maximum results, we forgot about it. 

Currently, designer and client constantly faced in project understanding implementation, interfering with each other and forgetting to listen and hear. Both sides insist on their opinion, forgetting that one of the main components of success is dialogue .

We are all afraid of this dialogue. We afraid of what we don't know or know but cannot explain. To client seems that only his knowledge can lead to success, and he afraid to trust the designer. Designer is afraid of losing the order, he is ready to perform any, sometimes the most silly comment. 

What for we studied so much? Correctly, to demonstrate understanding about good and bad design, for people who don't know about this area nothing. If the final product is bad, then both sides will blame each other. Because each is waiting specific guidance. You don't make decision, and hence it isn't your responsibility anymore .

In modern rapidly changing world, it's time to stop afraid of our own knowledges. And learn to build a dialogue and communication between the spheres.

Designers should realize they are not just a performer. We can customize a dialogue with the client on their language. There is no need to teach or to prove something for them. Use Illustrative examples, to show why something is better or worse . Don't be afraid. You studied, you have unique knowledge to develop the design area.

Clients, please, trust more in us designers, don't be afraid of creativity. We listen to you and all that you are talking about statistics and research, but don't tell us which font is better. We take responsibility for ours work and want to get a successful product. Not less than you. Believe it is important for us.

Let's start listening to each other. Learns to speak, though often we need a translator. Don't be afraid to ask. Even if the questions are silly.

Because, ultimately, we work together, to create something new and only together can become a successful.

Project B. Brief and concept solution.

Love - the force that drives the world, without love, humanity would be empty. Even the great people are subject to this force. Perhaps this feeling and make them so great. Not all love stories end happily, but that they didn't cease to be perfect. 

Napoleon, Beethoven, Byron? What motivated them and helped to reach those heights? It was love. Sometimes bright as a flash, short-lived, sometimes the one, that was able to go through the years. I believe that only the ability to feel emotions, enables a person to achieve great things. 

Since childhood I loved to read old letters. They were written by my parents. When I realise that I don't know how to show love, I thought about them. Memory on pages of these letters, gives us the opportunity to present the feelings. Unfortunately, in the age of e-mails, short messages on social networks, young generation doesn't know how to write letters, and how much they can actually show.

In the end, I clasped both ideas and decided to create a book with a letters of great men, telling a lovestory,  adding blank pages for readers. After  I revising a lot of letters, my choice fell on 4 authors: Napoleon, Beethoven, Byron, Voltaire. They all refer to different time periods, countries. The difficulty was that I didn't want to create one more pinkbook,  my purpose was get away from the standard solutions. So, I came to the idea to look at authors, through the prism of time, age in the art. After gathering a large amount of information, I was able to determine the starting points. Color, texture, tone. Typeface played important role too, on the one hand it had to be readable, the other hand was in connection with each era .

It was quite an interesting research and challenge that showed me: that no matter when the letters were written, love is always love. Moreover no matter what we tried to create around love, it will be only decoration.

CDinD: Manifesto. Research & Idea

This module made me think about how far beyond the notion of design, gone the nature of design. How many things people must to know and understand if they want to create a quality product. And most of them should be able to look through the prism design.

Ten most important things that I discovered through this module:

1. Designer must take full responsibility for what he/she created.
2. Design, as part of advertising and outside it , can have a huge impact on the community.
3. Now designer is the person who owns not only the language of drawing. He/she needs to know and understand such things as laws, psychology, economics.
4. Creative people have to think more often about the general ethics of the product
5. Every line that it means something, everything has value.
6. It is important to build a good dialogue client - designer
7. With advances in technology there is a new culture of design. Design now is an interdisciplinary discipline.
8. The designer can be a teacher.
9. Design can help change the world for the better.
10. People should stop understand design as accessories

Before, I started write my personal manifesto, I decided to make some research about this phenomenon in world culture.

Research

An art manifesto is a public declaration of the intentions, motives, or views of an artist or artistic movement. Manifestos are a standard feature of the various movements in the modernist avant-garde and are still written today. Art manifestos are mostly extreme in their rhetoric and intended for shock value to achieve a revolutionary effect. They often address wider issues, such as the political system. Typical themes are the need for revolution, freedom (of expression) and the implied or overtly stated superiority of the writers over the status quo. The manifesto gives a means of expressing, publicising and recording ideas for the artist or art group—even if only one or two people write the words, it is mostly still attributed to the group name.

The first art manifesto of the 20th century was introduced with the Futurists in Italy in 1909, and readily taken up by the Vorticists, Dadaists and the Surrealists after them: the period up to World War II created what are still the best known manifestos. Although they never stopped being issued, other media such as the growth of broadcasting tended to sideline such declarations. Due to the internet there has been a resurgence of the form, and many new manifestos are now appearing to a potential worldwide audience. The Stuckists have made particular use of this to start a worldwide movement of affiliated groups.

The most interesting manifestos from my point of view (which I found):

• The Futurist manifesto
• Neo - Futurism
• Dogma 95
• The Romantic manifesto
• Symbolist manifesto
• Stuckists manifesto
• Refus global

Idea

In any field, to work effectively we must be able to customize dialog between people. Especially, it is important when two (or more) parties have unilateral knowledges. That is, each responsible for its liability area.

Unfortunately, at present, not all clients and designers are understand the value of this dialog.

This morning friend of mine called me. She is marketer and she complained of the fact that the designer in her bank cannot understand exactly what she wants. This is of a problem with communication and miscommunication between two professionals who have unilateral knowledges. I also said a few friends who act as clients. Even with a large network international agencies there is a problem. From the other hand designer, in turn, doesn't want to explain and afraid to be a consultant  for client, he/she doesn't care much about final project, designer thinks more about money.

After I listened a few people from the client's side and its put it together with my designer's position, I came that so many misunderstandings occur precisely because of the problem of communication and simple fear. Fear to be wrong or to be silly, fear of losing a client or spoil the work. Both sides have to stop afraid and have more trust in each other.

Thus the only, right subject of my manifesto, from my point of view, is the idea allocution to designers and potential clients about how important to create a dialog. I truly believe, that  from one point of view designers need to understand that they can act not only as a simple worker but as also to be consultant for clients. From second side, clients have to trust their designers more. We must learn to listen and hear each other, as this directly affects the effectiveness of creative process.

The past few years, the world created a new environment for design, as it has been many times before in history. At the same time, what new business markets (South America, Asia, East and Russia as well ) may become noble ground for development new era of design.  Here it can be correct, fresh and successful. The designer not just a performer, anymore.

My manifesto:
Name: DON’T BE AFRAID OF DIALOUGE
Idea: Communication between designers and clients 

CDinD: Sustainable design

Sustainable design 

At present time we increasingly hear the concept of sustainable design. This term can be used for all areas. From construction to design advertising. Gradually from something new and unusual, it become in our daylifestyle. Moreover now it is a  new direction in design itself.

What is it?

Sustainable design seeks to reduce negative impacts on the environment, and the health and comfort of people. The basic objectives of sustainability are to reduce consumption of non-renewable resources, minimize waste, and create healthy environments. Sustainable design principles include the ability to:

• Minimize non-renewable energy consumption.
• Use environmentally preferable products.
• Protect and conserve water.
• Enhance indoor environmental quality.
• Optimize operational and maintenance practices.

Utilizing a sustainable design philosophy encourages decisions at each phase of the design process that will reduce negative impacts on the environment and the health of people. It is an integrated, holistic approach that encourages compromise and tradeoffs.

Sustainable design principles

While the practical application varies among disciplines, some common principles are as follows:

• Low-impact materials: choose non-toxic, sustainably produced or recycled materials which require little energy to process
• Energy efficiency: use manufacturing processes and produce products which require less energy
• Emotionally durable design: reducing consumption and waste of resources by increasing the durability of relationships between people and products, through design
• Design for reuse and recycling: "Products, processes, and systems should be designed for performance in a commercial 'afterlife'.
• Design impact measures for total carbon footprint and life-cycle assessment for any resource used are increasingly required and available. Many are complex, but some give quick and accurate whole-earth estimates of impacts. One measure estimates any spending as consuming an average economic share of global energy use of 8,000 BTU (8,400 kJ) per dollar and producing CO2 at the average rate of 0.57 kg of CO2 per dollar (1995 dollars US) from DOE figures.
• Sustainable design standards and project design guides are also increasingly available and are vigorously being developed by a wide array of private organizations and individuals. There is also a large body of new methods emerging from the rapid development of what has become known as 'sustainability science' promoted by a wide variety of educational and governmental institutions.
• Biomimicry: "redesigning industrial systems on biological lines ... enabling the constant reuse of materials in continuous closed cycles..."
• Service substitution: shifting the mode of consumption from personal ownership of products to provision of services which provide similar functions, e.g., from a private automobile to a carsharing service. Such a system promotes minimal resource use per unit of consumption (e.g., per trip driven).
• Renewability: materials should come from nearby (local or bioregional), sustainably managed renewable sources that can be composted when their usefulness has been exhausted.
• Robust eco-design: robust design principles are applied to the design of a pollution sources.

Unfortunately, currently this design direction actively develops only in those countries, where, there is already sufficient base in design and in economic. Typically projects executed in this principle are more expensive than ordinary. Very often such projects need government support or have a strong background from politic of each company (like CSR). 

From my point of view, there is a huge potential in this direction in the future. Everybody have understanding of environmental issues now. On the other hand, we have to understand, that developing of this part of design simultaneously in all countries isn't possible.

For all my time I have been able to work only with one company which was willing to approach the design, taking into account the basic principles of this kind of thinking. Typically, these principles are followed in developing technology production. I hope that the future, people will pay much attention to the design in advertising. And at least make an attempt to develop themselves in this direction. 

Design thinking

The program was developed at the famous Stanford University City (USA).

The classic version of the course provided an opportunity to understand the secret of innovative thinking with the help of several interconnected links : understanding, focus, ideas, prototype and test.

The first stage involves the search for so-called "insights" ("the essence of the problem situations.") There are many ideas, but innovators are able to filter what is happening, look at the world through different eyes, not forgetting about the focus on a specific target audience . Outcome at this stage is achieved both through simple observation and through reflection, experience other people's experience .

Next, the potential Design Thinkers must be clear - this understanding of focus problems , the need for a clear vision difficulties. It derived from the first stage of "insight" we add a study of the needs of our target customers and in these areas we find a clear target for a shot of our selected concept of "bull's-eye ." Finally, after determining the subject of attention you can begin to generate the most ideas in a brainstorming session with the nomination of all conceivable solutions selected problem.

One of the most enjoyable aspects of this stage - it is an opportunity to give my head to rest, relax and enjoy the different technologies generating innovative concepts .

However, the next step will be the mental effort : prototyping processes , is the selection of solutions in terms of their clarity , accuracy, merchantability or technological feasibility .

Grand finale of the activity in testing can be considered favorite ideas. Of course, the ideal option would be a test of strength in the real world , but we can try to create an environment similar to reality ( for example, through role-playing games). At this stage it is important to get feedback (feedback) and appropriate adjustments (if , of course, you need them).

Indeed, everywhere to solve manager's problems increasingly as a basis for the development of innovative concepts used methods that were used exclusively by designers. Today actively similar techniques used by the largest "sharks" of business P & G and Microsoft, 3M , and SAP, as well as international consulting agencies Boston Consulting Group, McKinsley and Bain. And this is not to mention the numerous types of small businesses and "home" start-ups, all activities which stands on the foundation called "design - thinking".

Fourth Order of Design

The idea in the Four Orders of design, lie not only in their clear articulation of design disciplines but also in their malleable nature. The Four Orders are places of innovation and not merely categories. Categories are used to describe what is, but places are used to create new concepts through the repositioning of problems.

In the current form of the four orders of design, there are four subject matters that designers focus on: signs, objects, interactions, and systems. These are the places where designers do their work.

The first order of design is communication with symbols and images. The second order of design is design of artefacts as in engineering, architecture, and mass production. In the middle of the 20th century we realised that we can also design activities and processes. We work progressively more with these activities and services. That’s the third order of design. In the beginning we called it Human Computer Interaction. Now we work with any kind of interaction – it’s about how people relate to other people. The fourth order of design is the design of the environments and systems within which all the other orders of design exist. Understanding how these systems work, what core ideas hold them together, what ideas and values – that’s a fourth order problem. Both the third and the fourth order are emerging now very strongly.

CDinD: `Ethics and a socially responsible designer

Essentialist clothing, New York, N.Y.

Designer: Natalia Allen

World Economic Forum Young Global Leader and fashion designer Natalia Allen is challenging the fashion industry with a new line of clothing made in the USA by robots and designed to outlast a single season. Catering to the “slow purposeful shopper” each piece is crafted without seams from a single piece of sustainable, high-performance yarn.

Idea&Company

“Everything in excess is opposed by nature.” ― Hippocrates

They are purists and also artists and scientists. They obsess about perfectly proportioned clothes, beautiful textiles and great fit. They purposefully create clothes that combine our minimalist style, human-centric values and playful personality. Company make precise clothes from robots. The robots they use make each product seamlessly. The streamline process saves lots of fuel and textile waste, which is pretty neat. There clothes are simple because team think simplicity is powerful. They believe one well-made dress worn a thousand ways is modern and liberating.

Dattner Architects, New York, N.Y.

Dattner Architects’ foundation is civic architecture

Their diverse practice includes the planning and design of schools, offices, housing, healthcare, transportation, recreation and infrastructure for wide range of communities and clients. 

Idea&Company

Company believes that each project must belong to its place and time, tread lightly on the environment and inspire its users – and they have consistently sought to articulate these core values in all our work. Through their iterative design process the essential elements of a project are explored, articulated and defined. With each commission, they seek to push beyond conventional standards for sustainability, innovating high-performance approaches that align with each building program, site and resources.

Dattner Architects was commissioned to develop a conceptual design for a new Net Zero school, which on an annual basis would use no more energy than is provided by on-site renewable energy. A successful Net Zero design strategy prioritizes demand reduction through a systematic evaluation of building features beginning with the highest energy impact and lowest cost decisions.

CDinD: Advertising

“The most truthful part of a newspaper is the advertisements.” ― Thomas Jefferson

What is it?

Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.

What is the role of Advertising?

The general roles for advertising are: satisfying and informing the general consumers by addressing their needs through goods and services, generate sales and generating trends.

Ethics of advertising

Before I started think about ethics of advertising or what is bad or good? I read both of manifesto.

In my opinion the Manifesto 2000 is really influenced on the development of advertising and how people understand it, even they are clients themselves. Advertising has gone from what it was before - a simple way of promotion and beliefs of consumers to choose this product, and not nearby. 

The last 5 years , more and more advertising companies based primarily on the conversation with the consumers. Talking about issues which in ordinary life people give little thought or they simply don't have time to notice them. As a result, it gave great impact to the development of advertising design. By means of this, the designers got a chance to ask new questions, it expands the boundaries of simple and primitive advertisement. For designers now there are new options, ideas and resources for advertising.

However, the question of ethics in advertising is very thin. For example, depending on the perception of culture. When you create advertising you have to remember that different countries have different cultures. You have to respect it. What is acceptable in the western world may be unacceptable in the east. True is another controversial issue, Have to advertising ability to be 100 percent right? Most believe that, yes, but what if we're talking about Pampers and Kotex companies where designers use fake blue water? As well, it is important to remember that advertisement have a strong impact on social mind. For example, now the problem of anorexia and bulimia widespread in fact because advertising inspires young girls think that unnatural standard of beauty is normal, which, by the way, isn't always right, even from a medical standpoint. I think that advertising must be in not only the rules that are prescribed in the laws, but should not lead to incitement of questions, answers to which people don't ready to give. Such as for example the question of religion. All the same, it is very deep and personal history for each person. I truly believe that good advertsement can and should teach people. It have to have interesting way of creation and wide way to show something new to people. As a designers, at present day, we have such many interesting and curious opportunities to solve problem of advertisement. Because of that we have not to touch some high red questions like religion or politic's field. So for me this is a good: hight quality, interesting, new and beathtaking, something which will push audience to think, but in positive way, not in bad direction, because we have so much negative around us. We have to be kind, even in advestisement, as a designer we can create kindness.

New ways of advertisement

In the modern days fast growing consumer demand push industry of advertising rapidly forward. From day by day we can see a lot of interesting solution in this area. Last 20 years give us some new wave in advertising.

• Ambient advertisements

It started to appear in British media jargon around 1999, but now seems to be firmly established as a standard term within the advertising industry. It is the name given to a new breed of out-of-home products and services determined by some as non-traditional or alternative media. Ambient advertisements are effective means at pushing a brand message in front of consumers and can develop even better top of mind recall within target audiences. This provides the ability to advertisers to maintain brand awareness created by other advertising efforts. This type of advertising is working very closely with the interactive design. It's a surprise for the audience, because such advertising somewhere where people didn't expect to see it.

Dublin City Council in the fight for the purity of street decided to teach young people not to throw the used gum on the floor and in the trash cans. For this Irish creatives using gum stuck a few hundred pairs of shoes at one of Dublin's main shopping streets, providing them with stickers reading "Chewing Gum. Better to stick to the trash can. "

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• Guerrilla marketing

It is an advertising strategy in which low-cost unconventional means (graffiti or street art, sticker bombing, flash mobs) are used, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare, which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.

Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PRstunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile-digital technologies to engage the consumer and create a memorable brand experience. It focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Profits, not sales, are the primary measure of success. Emphasis is on retaining existing customers rather than acquiring new ones.

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• Viral advertising campaigns

Viral marketing uses pre-existing social networking services and other technologies to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks. Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. Especially this type advertisement rapidly growing with developing social networks as FACEBOOK or YOUTUBE.

  

Unilever had a global hit with its “Dove Beauty Sketches” campaign this year, and the Canadian team moved fast to take advantage of that success. It used the same tactic – having women describe themselves to a forensic sketch artist – but for a Mother’s Day twist, it had those women’s daughters do the same to compare their view of themselves with how beautiful their daughters thought they were. To properly take advantage of the campaign’s momentum, the Canadian spot was produced in just one week.

In fact, from my point of view, all these new forms of advertising and marketing are closely related. So for example viral advertising campaigns and ambient media is part of the guerrilla marketing. It's great that now, customers are willing to pay sometimes for total crazy solutions. As a result, it helps advertising go out from traditional ways of development and makes it diverse and interesting. Our job as a designers become more and more exiting)

Links:

http://maxb.home.xs4all.nl/ftf1964.htm

http://www.designishistory.com/1960/first-things-first/

http://en.wikipedia.org/wiki/First_things_first_2000_Manifesto

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/the-most-viral-ads-of-2013/article15857427/

http://www.ignitesocialmedia.com/social-media-examples/15-viral-marketing-examples-campaigns-past-5-years/

http://en.wikipedia.org/wiki/Advertising

CDinD: Product packaging

“Packaging serves as everyday art that is personal in that you can touch it, which you really can’t do with many pieces of art. If you can elevate the everyday by making it a pleasure to use, then it’s a big win.” Craig Dubitsky. 

What is it?

Packaging is the technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government, business, institutional, industrial, and personal use.

What is the role of packaging?

Package design plays an important role in marketing and in promotion campaigns of products.

The shopper  is keen to be informed and inspired, tempted and pampered by surprising and persuasive functions, emotions and sensual impressions. Very often we make decision "to buy", about those products, whose package gives us a positive emotions.

Ten main points of good packaging (according Information Resources Inc.)

• Eye-catching appearance 
• Design, shape and color. The purpose of design, creative printing and finishing. 
• Functionality Functional. Аspects are the basis for all successful packaging.
• Innovation Novelty has exceptionally strong appeal. 
• Material. What is printed on board is read particularly willingly, while what is packaged in board sells particularly well. 
• Efficient communication. 
• Multisensory. Packaging that can be felt, smelled and heard as well as looked at wins the customer's favour. 
• Appropriateness for the product Packaging is considered to be an important indicator of quality. 
• Value Packaging is an excellent way to communicate sophistication, class and value. 
• Additional benefits Successful packaging not only combines what is pleasant with what is functionally useful but also provides additional benefits. Gift or for presentation.

Some examples of good package design:

Thanks to the active and rapid development of new materials. At present time, design packaging goes beyond the familiar line for us. Quite often, the packaging itself can costs more than the product inside. Moreover, packing becoming an art. But to be succseful in it, designer need knowledges not only in graphic design, but also in marketing and sociology.

Carbon footprint

This is the trail leaves every person buying anything. For example, you bought a car, then you are responsible for bringing a certain amount of CO2 into the atmosphere, which is composed of carbon dioxide released to the atmosphere during the production of this car (getting steel , polymers, production of various devices , machines work automobile , oil ), etc., as well as burning your daily consumption.

Some companies have started to include footprints on their labeling. Carbon labels appeal to consumers who understand and monitor their own carbon footprints and want to support products that do the same.

From the other site, at present day, companies develop green packaging to reduce there carbon footprint and impact on ecology at all. Moreover, in the internet you can find a lot of site with opportunity to calculate  your "footprints". 

Green packaging

Quite quickly the last few years developing area of green packaging. It is environmentally - friendly package for diversity of products. Due to constant reports of worsening climate, many companies started to invest in the design of such a package. Gradually, it came into our ordinary life.

Traffic light labelling

A traffic light rating/labelling system is a system for indicating the status of a variable using the red, amber, or green of traffic lights.

Food sold prepacked may be labelled with a traffic light label showing at a glance the proportions of fat, saturated fats, sugar, and salt using traffic light signals for high (red), medium (amber) and low (green) percentages for each of these ingredients. Foods with 'green' indicators are healthier and to be preferred over those with 'red' ones. The label is on the front of the package and easier to spot and interpret than Guideline Daily Amount (GDA) labelling which will continue. The GDA is difficult to understand for many, including children, and does not lend itself to quick comparisons. Traffic light labelling is supported by many physician groups including the British Medical Association and welcomed by consumers. 

Currently, this system is mandatory only in the UK. 

Within the European Union, in order to protect the consumer, can be propagated only those products that meet the labeling requirements. European Union directive establishes mandatory requirements and standards for the labeling of food products, household appliances, shoes, textiles, household chemicals, hazardous substances, cosmetics and other product groups

For example: 

• DIRECTIVE 2000/13/EC OF THE EUROPEAN PARLIAMENT AND OF THE TSOUNTSIL of 20 March 2000 on the approximation of the laws of the Member States relating to the labelling, presentation and advertising of foodstuffs. 

System of package labelling

Links:

http://en.wikipedia.org/wiki/Packaging_and_labeling

http://www.packagingoftheworld.com/

http://www.webdesignerdepot.com/2009/05/50-beautiful-and-effective-package-designs/

http://www.packagingdigest.com/

http://www.packworld.com/

http://www.interpack.com/

http://www.greenpackaginggroup.com/

http://greenpackaginginc.com/

http://www.nhs.uk/Livewell/Goodfood/Pages/food-labelling.aspx

http://www.foodnavigator.com/Science-Nutrition/Another-green-light-for-traffic-light-nutrition-labels

http://footprint.wwf.org.uk/

https://www.gov.uk/food-labelling-and-packaging/overview