Design Methods IL

設計評賞與教學評估

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講者 梁海勇

How to assessing individual creativity in educational and professional context?

Educational context Art & Design Students

Teachers/ Peers Admission (CV)

Track record

Presentation/ Interview

Cognition

Creative outcomes

Skill

Creative portfolio

Affection

Professional context Application (CV)

Presentation/ Interview

Clients/ Audience/ Boss

Creative projects

Creative portfolio

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Creative professionals

How to assessing design outcomes in educational or professional context?

Stage one

Stage two & three

Conceptual knowledge

Concept Presentation

Affection

Learning outcome

Portfolio

Procedural knowledge

Psychomotor

Learning outcome

Factual knowledge

Creative output

Teaching activities (Time)

Project start

Project end

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Cognition

Learning outcome

Conceptual framework in design education

Cognitive

Affective

Psychomotor

Bloom’s Taxonomy

Cognitive

Affective

Psychomotor

Creating

Evaluation

Internalization

Naturalization

Evaluating

Synthesis Organization

Articulation

Analyzing

Analysis Valuing

Develop Precision

Responding

Manipulation

Receiving

Imitation

Applying

Application

Understanding

Comprehension

Remembering

Knowledge

(Anderson & Krathwohl, 2001)

(Bloom, 1956)

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Revised Bloom’s Taxonomy

New conceptual framework for design education

Cognition

Cognition Psychomotor

Affection

Psychomotor

Student mode Revised Bloom’s Taxonomy

Expert mode Revised Bloom’s Taxonomy

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Affection

設 計 解 難 設 計 操 作

設 計 意 識 設 計 專 業

五種設計教育 基本概念

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設 計 思 維

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設 計 思 維

設 計 思 維

適合心思細密的學生

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Steps “Design Thinking”

STEP Empathize

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Imagination of an idea and purpose

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A chair

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A chair

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A chair

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Chair

Sofa

STEP Define

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Understanding of an idea and purpose

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Form | Function | Ergonomic

Function

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Form Ergonomic

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Form | Function | Ergonomic

STEP IDEATE

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Developing the ideas and Selecting

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It generally means the ability to give the "correct" answer to standard questions

28

Solution 1 Solution 6

Solution 2 Final Solution

Solution 5

Solution 3

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Solution 4

Idea 6

Freewill

Idea 3 Idea 5

Idea 4

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Idea 2

It is a thought process or method used to generate creative ideas by exploring many possible solutions

Idea 1

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30

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31

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34

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35

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STEP

3.1

Prototype 37

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Making of the real samples

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STEP

3.2

Test 41

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Feasibility study of the design

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42

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Empathize

1 Define

STEP

2

STEP Ideate

Prototype

3 Test Copyright © 2016 Iceman LEUNG

STEP

Artwork

Interpretation

Exploration

Exploration

Experimentation

Reflection

Creativity & Imagination

Relationship with context

Visual Presentation

Media, skills

Overall presentation

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Research workbook

Construct Map (Research workbook) Interpretation

Exploration

Experimentation

Reflection

5 4 3 2 1 Construct Map (Design Artwork)

5 4 3 2 1 Sample 01 www.issuu.com

Relationship with context

Sample 02

Visual Presentation

Media, skills

Overall presentation

Progression

Sample 03 www.facebook.com/Artsconcepts/

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Creativity & Imagination

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設 計 解 難

適合喜歡創新的學生 Copyright © 2016 Iceman LEUNG

設計解難 作品為改善生活體驗及質素

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設計解難

Concept Concept

Data

Data

Data

Concept

Idea

Data

Concept

Information

Concepts

Idea

Concept Idea

Concepts

Data

Information

Ideas

Concept

資訊

資料

意念

概念

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Information

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Information

Ideas

Concept

設計解難

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Data

Data

Information

Ideas

Concept

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設計解難

Data

Information

Ideas

Concept

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Back Massage T-Shirt for Father!

設計解難

Concept Concept

Data Data

Data

Concept

Idea

Data

Concept

Information

Concepts

Idea

Concept Idea

Research workbook

Interpretation

Exploration

Exploration

Concepts Experimentation

Reflection

Creativity & Imagination Artwork

Media, skills Relationship with context Visual Presentation

Overall presentation

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Information

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設 計 意 識

LIQUID is… a matter in a fluid state store in bottle

so

BOTTLE is…

…and

lead us

to recognize the different LIQUIDs

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a medium to store LIQUID

Semiotics

The speed and accuracy of your visual perception

and

How our brain works

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Visual Perception

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What is it?

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What is it?

SIGN

Signified

the form which the sign takes

the concept it represents

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Signifier

Basic semiotics

S I G N signifier signified the concept it represents Copyright Š 2016 Iceman LEUNG

the form which the sign takes

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What is it?

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What is it?

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Practice one: SIGN

Signified

the form which the sign takes

the concept it represents

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Signifier

What is the meaning of “Design”?

DE- SIGN

*

*Cambridge Advanced Learner's Dictionary: “de-” prefix

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Used to add the meaning 'opposite', 'remove' or 'reduce' to “SIGN”.

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What are these bottles ?

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What are these bottles ?

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What are these bottles ?

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What are these bottles?

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What are these bottles?

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Artwork

Interpretation

Exploration

Exploration

Creativity & Imagination

Relationship with context

Visual Presentation

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Research workbook

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設 計 操 作

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意念一

Designed by Kong Ka Yan

背景 ｜ 概念 ｜ 元素 ｜ 組合 Context

Concept

Component

Composition

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餐牌設計

背景 ｜ 概念 ｜ 元素 ｜ 組合 Context

Concept

Component

Composition

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Designed by Kong Ka Yan

Context

Concept

Component

Composition

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背景 ｜ 概念 ｜ 元素 ｜ 組合

Designed by Kong Ka Yan

Context

Concept

Component

Composition

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背景 ｜ 概念 ｜ 元素 ｜ 組合

Designed by Kong Ka Yan

Visual Communication Design and Packaging design

Designed by Kong Ka Yan

背景 ｜ 概念 ｜ 元素 ｜ 組合 Context

Concept

Component

Composition

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Logo Design

Visual Communication Design and Packaging design

背景 ｜ 概念 ｜ 元素 ｜ 組合 Context

Concept

Component

Composition

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Packaging Design

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意念二

啤牌設計

撲克牌 （Anglo-American playing card、French deck），簡稱撲克，直譯為英美牌、法國牌，香港俗稱啤牌，是英國、美國、華人圈等地 最常使用的遊戲牌牌具。 歷史 撲克牌的前身為簡化成52張卡牌的法國塔羅牌，因此花色、人頭牌也相同，美國商人再加入德國的Joker的2張鬼牌。[1][2]引進華人時， 因為最常來玩撲克，所以稱為撲克牌。 四種花色分別為黑桃♠（spade，又名葵扇）、紅心♥（heart，又名紅桃）、梅花♣（club，又 名草花）、方塊♦（diamond，又名階磚或方片，川渝地區稱為“巴片”），黑桃和梅花為黑色，另兩種是紅心和方塊為紅色。每花色 十三張，為數字一到十三，一到十的牌以花色圖案數代表，而十一、十二、十三用人頭牌代表。

象徵 扣掉鬼牌，52張象徵全年52個星期。黑桃♠、紅心♥、梅花♣、方塊♦與四季有關。每季13張，代表一季13星期。每種圖案13張之點 （1-13）加起來是91點，而每季也是91天。此外，全牌只兩色，紅表白天，黑表夜晚。 撲克牌製明作說明 及注意事項 使用軟體: corelDRAW , Illustrator , PhotoShop 文字須轉曲線 , 圖片須轉成 YMCK (與一般彩色印刷應注意事項相同) 製作大小: 61x93.5 mm(含出血) 實際裁切後大小: 58 x 88 mm (標準撲克牌尺寸)

背景 ｜ 概念 ｜ 元素 ｜ 組合 Context

Concept

Component

Composition

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Designed by Kong Ka Yan

One individual report assignment Playing cards design

Designed by Kong Ka Yan

背景 ｜ 概念 ｜ 元素 ｜ 組合 Context

Concept

Component

Composition

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DRAFTS

One individual report assignment Playing cards design

背景 ｜ 概念 ｜ 元素 ｜ 組合 Context

Concept

Component

Composition

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Designed by Kong Ka Yan

One individual report assignment Playing cards design

背景 ｜ 概念 ｜ 元素 ｜ 組合 Context

Concept

Component

Composition

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SAMPLES

One individual report assignment Playing cards design

背景 ｜ 概念 ｜ 元素 ｜ 組合 Context

Concept

Component

Composition

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Designed by Kong Ka Yan

One individual report assignment Playing cards design

背景 ｜ 概念 ｜ 元素 ｜ 組合 Context

Concept

Component

Composition

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Designed by Kong Ka Yan

設計操作建議 時間管理

概念

元素

10%

30% 概念草圖

50%

及

及

製作、試驗及評估

資料準備

視覺設計

創作理念

組合

10% 完成設計 樣本

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背景

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設 計 專 業

Interior (4D) Fashion (3D/4D) Products (3D)

4 major design disciplines in design education

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Graphics (2D)

Advertising PR Agencies Animation Interactive Multimedia Architectural Spatial Design Branding Communications & Marketing Design Education Design Research Design Promotion Bodies Exhibition Design Fashion Design Accessories Design Graphic Design Information Design Illustration Industrial Design Product Design Interior Design Internet Web Design Jewelry Design Museums/ Galleries Packaging Photography Retail Design Service Design Design Associations

30 spread design services

Iceman Leung (2007), Hong Kong Design Directory

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• • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

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4 Oct, 2016

Group Creative Director / Associate Creative Director

Requirements: • Possess 10+ years of creative/design experience in advertising or relevant industry, experience of working in 4A’s advertising company is an advantage • Able to work across all digital as well as offline channels (web, mobile, social media, events, etc) • Highly digital savvy, good knowledge of UX and UI is an advantage • Strong leadership experience in managing and training the design team • Demonstrate outstanding creative concept and strong marketing sense • Creative, passionate and hard-working • Good command of written and spoken English and Chinese, Mandarin preferred but not an essential • Candidate with less experience will be considered as Associate Creative Director

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Responsibilities: • Design and develop corporate identity, brand images, design, concept development for various businesses covering hotel, real estate and edutainment etc • Lead the creative team for the development and delivery of campaigns right from inception stage, idea generation and production stages • Motivate and inspire the team to maximize their creative productivity and quality of work • Work effectively with the project management team to develop solutions that clearly meet briefs and/or company objectives, as well as timelines and budgets

Associate Art Director / Senior Web Designer We're looking for a web designer to work within a high-calibre team of designers, developers and strategists to create top-notch Web sites for our clients.

Determination to excel in your chosen field of web development and design, you will have the ability to interact with customers, showing flare for creativity and out of the box thinking that generates practical design solutions based on client need.

Benefit: • 5-day work week • Performance Bonus • Travel Allowance • Medical Insurance

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Requirement • Design-related degree / certification.

• Outstanding experience in web design / mobile app design with a demonstrated portfolio • Conceptual thinking in both visual and interactive visual and interactive • Strong communication skills to interface with clients and internal project team • Knowledge of relevant industry tools specifically Photoshop, Illustrator & Dreamweaver

Senior Footwear Designer/ Footwear Designer (5 Days work)

Requirements: • Degree holder or diploma in fashion design or related disciplines • 3 - 5 years or above experience in designing and developing footwear with supervisory skills • Experience in materials sourcing & sample fitting • Good retail market sense, styling and knowledge in fabrication and accessories • Good knowledge of Adobe Photoshop, Adobe Illustrator and Freehand • Good command of English and Chinese, good communication skills and able to work independently and under pressure • Less experience will be considered as Product Designer • Immediate available

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Responsibilities: • Responsible for new product development & handle project • Working closely with sales team, merchandisers and production team to ensure proper fitting and production and developments of samples • Provide Latest and current styles and color trends, complete for presentation prior each design season.

Salary level HKD$ Median Per annual

$850,000 $695,000 $388,000 $204,000

$150,000 $500,000 $480,000 $240,000

Regional marketing director Marketing director

Executive Creative Director Senior Creative Director Creative Director

Senior marketing manager Marketing Manager Marketing Executive Marketing Co-ordinator Marketing Communication Manager

Brand Manager Event/ Promotion manager

The Aquent Orange Book (2006)

$1,500,000 $1,080,000

Associate Creative Director

Senior Art Director Art Director

$510,000 $410,000

Assistant art director Senior Designer

$320,000

Designer

$300,000

Senior artist

180,000

Artist

140,000

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$1,024,530

Level of designers Criteria 1

higher level

Professional Membership Degree holder Award winner

Clients’ recommendations lower level undefined

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Media published

Criteria 2

Level of designers higher level Measured by Quality and Quantity of Assessors. Each items will be defined into 5 point scale and indepth level for rating.

Reference letters

lower level undefined

Check records

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Design portfolios

Criteria 3

Level of designers

Five driving force enhances long term design competence of a designer. Each items will future defined into measurable scales.

Design technology

Design culture

Design thinking Design research

Design for business

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Core competence

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設 計 解 難 設 計 操 作

設 計 意 識 設 計 專 業

今天完，謝謝！

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設 計 思 維

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Selecting ELEMENTS

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design thinking

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design thinking

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design thinking

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thinking design

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s n i i Copyright © 2016 Iceman LEUNG

d

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h

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Selecting IMAGES

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3 keys elements for good photos 1 Texture

2 Story

3

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Visual hierarchy

3 keys elements for good photos 1 Texture

2 Story

3

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Visual hierarchy

3 keys elements for good photos 1 Texture

2 Story

3

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Visual hierarchy

3 keys elements for good photos 1 Texture

2 Story

3

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Visual hierarchy

3 keys elements for good photos 1 Texture

2 Story

3

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Visual hierarchy

3 keys elements for good photos 1 Texture

2 Story

3

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Visual hierarchy

3 keys elements for good photos 1 Texture

2 Story

3

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Visual hierarchy

3 keys elements for good photos 1 Texture

2 Story

3

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Visual hierarchy

3 keys elements for good photos 1 Texture

2 Story

3

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Visual hierarchy

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COLORING Strategy

1 Understand the project brief

2 Aims and objective

3 Selection of content

4 Layout and system

5

COLOUR scheme

Photo retouch

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Page layout and output

www.kuler.adobec.com 1 Texture

2 Story

3

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Visual hierarchy

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MORE REFERENCES Copyright © 2016 Iceman LEUNG

www.issuu.com