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
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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
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h
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t n
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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