Design.3 - The Disciplines of Design
The fields and roles of contemporary design.
Course Syllabus
3. Introduction
Oi!
As in “Hi” in Brazillian Portuguese
Olá!
As in a “polite Hello” in Brazillian Portuguese
and SALVEEE!
As in “Do the Fortnite dance” in Brazillian Gamer Portuguese
How are you doing, starwalker?
Today we resume our studies concerning the field of design.
On Design.0, we discussed finding your purpose and motives in design before doing any actual work—because the why should always come before the how and the who.
On Design.1, we approached a little bit of the science behind creating images in digital mediums, studied the meta-information behind that sweet anemone picture and also made an uncalled-for geometric experiment with Vesica Piscis, known as the mother of all forms.
Quick pause for appreciation towards all the anemones and coral reefs of planet Earth.
On Design.2, we tackled the basics behind UX or UED Design (User Experience Design) while also better understanding the whole of a creative professional in agencies today.
Now, after almost 1 year, we get back to it at full speed. ⚡
I do apologize for the absence, though. I could justify saying that I lacked the time or the inspiration, but truthfully, I tripped on a rock one day, hit my head on the floor and woke up in Valhalla.
There I found myself amidst ancestral gods wearing suits and ties, having an executive meeting about how they would spend their yearly marketing budget. As a good UX Designer, of course, I took the opportunity to conduct some user research and take notes for my readers. This is how it went:
First, I approached Freya, the goddess of blessings, love, and fertility. I had to ask her, “Freyja, it is known that you can see the future but that you can’t tell anyone: How is that experience?”— Like being able to protect everyone I love through clairvoyance. She replied while blinking.
Then, I found Thor trying to fix something on Mjolnir while he waited at the beginning of the meeting, and I asked: “Thor, your hammer is known for being the most powerful weapon ever created; what seems to be the problem?” — This cursed short grip is the problem; the dwarven brothers Brok and Eitri are terrible designers; they didn’t consider my size, and I keep getting hit by my own hammer sometimes, you know, I also feel pain. He said in a tone of discontent and sadness.
Then I grasped Zeus eating ambrosia, and I had to go ask him: “Wait a minute, Zeus? I don’t think you are part of Norse mythology. May I know what you are doing here?” — Well, egg white head human, Hera seems to be upset with me once again, and I came here looking for her. He concluded in a tone of tiredness and worry. And I followed: “What is the user experience of that?” — Like having a burning chalk stuck in my throat even while eating the most delicious food ever crafted in Olympus. He answered. And I finished: “Woah, good luck with that, sir.”
Then I grasped Odin and approached him with much respect in order to ask: “Mr. Odin! It’s a great honour. Tell me, on as scale from 0 to 10, could you please share the experience of being the manager of Valhalla? — No such thing as numbers around here, my son. All is good as long as I keep Yggdrasil protected and nurtured. He replied in a tone of calmness and sophrosyne.
Finally, I saw Loki on the other side of the room and approached him in order to ask the most important question. “Loki! I’m conducting much-needed research for my readers, and I would like to know - What is the most important thing about a marketing budget?” — Are you playing games with the god of games, bold human? There’s no such thing as a marketing budget around here; we constantly need to manage to extract the universe from a drop. He said while snapping his finger and sending me directly to planet Earth again.
And that is the story of the day I got kicked from Valhalla for being an annoying designer.
I got my research, though. 😏
Let’s get to it.
3.1 The Many Roles of Design
And maybe one or multiple of them for you!
In Issue.3, we talked about the true meaning of the word design. You can check it out below.
In Design.1, we talked about how the Czech-Brazillian professor Vilém Flusser from ITA (Brazillian Aeronautics Technological Institute) said one day that “Technical Images are the consciousness of a pure information society.”
Can you handle such responsibility?
Fine, forward shall we go.
Because amidst the many different roles in design, there is probably one that will entice your urge to craft something.
Creative Directors
Creative Directors are the equivalent of an executive for creativity. They unify the many different aspects of not only designers but also copywriters by understanding the creative process, the expertise, and the tools necessary to craft great projects, products, brands, and campaigns.
Concept development: Creative directors are known to be the first spark of creativity in any design project. They represent that because they are the client's first point of contact regarding their needs and manage to encompass the spectrum of complexity behind every project by being equipped with trends and information.
Establishing the creative strategy: They are responsible for translating the ideas and problems coming from stakeholders to understand their goals, target audience, and messaging requirements. They then develop an overarching creative strategy (or idea) and direction that aligns with these objectives from a macro perspective.
Creative leadership: They do this by understanding the process behind creation as a whole and the principles of communication. By understanding the right references, tools, mediums, expertise, and people to assign for each job, they oversee the orchestration of a successful creative delivery.
Presenting and pitching ideas: By digesting all the information and contextual needs and birthing the briefing, they participate in the creative process and make sure to find a balance between every creative involved so that the delivery not only achieves its objective but also reflects the true authenticity of the team creating the endeavour. Precisely because of that, they are also usually responsible for presenting and pitching the ideas with the risk of having them rejected but with the determination to defend them until their last argument.
A sidenote regarding creative direction: What is known today as prompt engineering in generative image AIs like Midjourney or Leonardo.AI is creative direction in a nutshell. Crafting renders and visual assets through words mostly involves architecting instructions to a machine, what you envision for your result. So, it is fundamentally important to understand semiotics and the science behind symbols—don’t skip it!
Art Directors (Or Graphic Designers)
Art Directors can be designers of any expertise who are responsible for digesting the briefing and getting the creative work done. If design is considered creation through expression, then they are those who get their hand on the tool and create the necessary artwork. It is very common for Art directors to also be Social Media designers and Packaging designers nowadays because these functions require a lot of expertise in design principles and finishing art.
Lead or execute the project: They are responsible for either working on the first drafts or coordinating the designers who will create the endeavour.
Visual concept development: Art directors work closely with creative directors, designers, and clients to develop the overarching visual concept and aesthetic direction for a project. This includes determining the colour palette, typography, imagery style, and overall look and feel.
Setting the visual tone: Art directors are responsible for establishing the project's aesthetic and maintaining a consistent visual tone and atmosphere that aligns with the project's objectives, target audience, and brand identity.
Presenting and pitching concepts: By experiencing the creative process hands-on, Art directors often present and pitch visual concepts, mood boards, and design proposals to the creative directors and stakeholders, effectively communicating the artistic rationale and potential impact.
UX/UI Designers (Or Product Designers)
UX/UI Designers or UED Designers (User Experience Designers) are a new class of designers. The term was first coined by Don Norman in 1995, but it only became truly popular in the last years of industry. They are professionals responsible for designing digital experiences in websites, applications, smart appliances (like TVs or fridges), information or purchase kiosks (like those we can find at McDonald’s for example) and also Virtual reality/Augmented reality experiences. The common thing about all of these is that they all happen on electronic devices with a screen, and so that’s where the “User” in “User Experience” comes from, separating itself from “Consumer Experience”
User Research and Analysis: Before getting their hands on tools, they invest significant time and effort into understanding the needs, behaviours, and pain points of their target users. This involves conducting user interviews, surveys, and usability testing sessions to gather insights directly from the people who will be using the product or service. By analyzing user data, creating user personas, and mapping out user journeys or flows, they gain a comprehensive understanding of the user experience behind a project/product.
Information Architecture and Interaction Design: Before starting to create interfaces with texts, images, buttons, shapes, etc that will represent the digital experience… They are responsible for defining the structure and organization of information and content within the product or service. This includes designing intuitive navigation systems, information flows, and interaction models that enable users to efficiently navigate and accomplish their tasks. Creating wireframes and prototypes in order to test initial iterations is usually fundamental to visualize the scope of the project.
User Interface Design (UI): Although some UX Designers rather practice the research end of the function, others also engage or only engage in the process of designing the actual interface of the digital product based on the collected data. They design the UI elements, layouts, and visual hierarchy, ensuring that the aesthetic of the design aligns with the intended user interactions and usability principles by turning the concepts into actual interactive screens.
Motion Designers
Motion designers are the intermediaries between designers and video editors. They know how to turn static graphics into stylish animations and videos with smooth frames per second. They are fundamentally important in the process of giving life to graphical elements to better express messages or make them more engaging.
Motion & Animation: They are responsible for creating dynamic and engaging visual experiences through the art of animation and motion graphics. They breathe life into static designs, transforming them into captivating sequences that effectively communicate complex ideas, evoke emotions, and enhance storytelling.
Concept Development and Storyboarding: Before embarking on the animation process, motion designers collaborate with the creative team to develop concepts and narratives that align with the project's objectives. They create storyboards and animatics, which serve as visual roadmaps for the motion design, outlining the sequence of events, timing, and overall pacing of the animation.
Animation Techniques and Software Mastery Motion designers are proficient in various animation techniques, including traditional frame-by-frame animation, keyframe animation, and procedural animation. They have a deep understanding of animation principles, such as timing, staging, and exaggeration, which enable them to create fluid and engaging motion sequences. Motion designers are skilled in using industry-standard software like After Effects, Cinema 4D, and other specialized tools to bring their creative visions to life.
Visual Effects and Compositing In addition to animation, motion designers often incorporate visual effects and compositing techniques to enhance their work. This may include particle systems, simulations, and integration of live-action footage with animated elements. They have a strong grasp of compositing software like After Effects and Nuke, allowing them to seamlessly blend various visual elements into cohesive and visually striking compositions.
3D Designers
Very popular in the video game industry but also fundamentally important in other markets, 3D Designers are known for crafting 3d models of any concept that needs a more realistic approach with textures, depth, shadow and environments.
Digital Modeling and Sculpting: 3D designers are experts in creating highly detailed and accurate 3D models using specialized software like 3ds Max, Maya, Blender, or ZBrush. They have a deep understanding of digital sculpting techniques, allowing them to shape and refine virtual objects with intricate details and organic forms. This skill set is crucial for creating realistic and visually stunning 3D assets for various applications, such as film, video games, product design, and architectural visualization.
Material and Texture Development: In addition to modelling, 3D designers are responsible for creating realistic materials and textures that bring their digital creations to life. They have a strong grasp of texture mapping, shading techniques, and material properties, enabling them to simulate various surfaces accurately, from metallic finishes to complex organic materials like wood or fabric. This attention to detail ensures that the final 3D renders or animations look as realistic and visually appealing as possible.
Lighting and Rendering: 3D designers understand the principles of lighting and rendering, which are crucial in creating photorealistic and visually compelling 3D images or animations. They carefully set up lighting rigs, adjust parameters like shadows, reflections, and global illumination, and optimize render settings to achieve the desired look and quality. Efficient rendering workflows and an understanding of different rendering engines are essential skills for 3D designers.
Animation and Rigging: Many 3D designers also possess expertise in animation and rigging, allowing them to bring their 3D models to life. They create character rigs, set up skeletal structures, and apply animation principles to create realistic and expressive movements. This skill set is particularly valuable in fields such as video game development, animated films, and product demonstrations.
Industrial Designers
Known to manage projects that are more related to industrial purposes and with more tangibility towards different kinds of engineering that are not related to software but rather hardware, devices, electronics, components, furniture and other types of innovative technologies.
Product Research and Analysis: Industrial designers begin their process by conducting extensive research and analysis to understand the target market, user needs, and existing product landscape. They gather insights through user interviews, market surveys, and competitive analysis, ensuring that their designs are grounded in real-world requirements and consumer preferences.
Concept Development and Sketching: With a solid understanding of the product requirements, industrial designers develop concepts, generating numerous ideas and sketches to explore various design directions. They use sketching and rapid prototyping techniques to visualize and refine their concepts, considering factors such as aesthetics, functionality, ergonomics, and manufacturability.
Computer-Aided Design (CAD): Industrial designers are proficient in using computer-aided design (CAD) software to create detailed 3D models and technical drawings of their product designs. This allows them to accurately represent the product's form, dimensions, and technical specifications, facilitating communication with engineers and manufacturers during the development process.
Prototyping and Testing: Creating physical prototypes is a crucial step in the industrial design process. Industrial designers use various prototyping techniques, such as 3D printing, CNC machining, or model-making, to produce tangible representations of their designs. These prototypes are then tested and evaluated for usability, ergonomics, and functionality, allowing for iterative improvements and refinements.
Material and Manufacturing Considerations Industrial designers must have a deep understanding of materials and manufacturing processes. When selecting appropriate materials for their designs, they consider factors such as material properties, durability, cost-effectiveness, and environmental impact. Additionally, they collaborate with engineers and manufacturers to ensure that their designs can be efficiently and cost-effectively produced.
User Experience and Ergonomics A key aspect of industrial design is creating products that prioritise user experience and ergonomics. Industrial designers consider factors such as anthropometrics, usability, and human-centred design principles to ensure that their products are intuitive, comfortable, and accessible for the intended users.
BONUS: Web Creators
A title first coined by Elementor, Web creators are the intermediaries of what was once known as web designers and developers. Jack-of-all-trades, they carry the proficiencies and understand not only how to design for the web but also how to implement websites and make things happen.
3.2 Some Fields of Design
And maybe a new one for you to explore.
Packaging Design
Before products also became digital, the only kind of products there were those with physical packaging. So, every product created, whether consumer goods or industrial products, needed packaging.
Packaging Design is the field of “analogical” product design, where a container or label must be designed to present the product to the consumers in a very objective but appealing way while respecting the labelling regulations behind the product category.
Packaging projects are executed directly with printing companies that turn the actual dimensions of the packaging into tangible boxes or other types of containers ready to receive the product and protect it from damage or degradation.
Some references from my portfolio.
Graphic Design
Graphic design is usually the field where most designers start fairly because it covers not only the fundamentals but also a wide range of techniques and principles that can be applied in other fields.
From an outdoor to a magazine ad or an Instagram post, all of these mediums present static images and so need to be created by a graphic designer who can handle not only images but also shapes, icons and typography with semiotic capabilities and with an understanding behind some of the core design principles like symmetry, layout, hierarchy, contrast, accessibility, balance, colour, alignment, etc…
Graphic design projects can be commercial (like ads, posts, infographics, illustrations, etc.…) or more artistic (like album artworks, wallpapers, and book covers).
Some references from my early and recent years in artistic graphic
UX Design / Web Design
With the growing demand for digital experiences, UX Design is one of the best fields to start in. It is known to be a multi-disciplinary area where professionals from many different areas and backgrounds find not only purpose but also a lot of fun in creating.
It shall be discussed in-depth in future issues of Agency, but what can be added regarding this function is that before the term was popularized, UX Designers were known as Web designers, they were responsible for designing websites and interfaces directly on Photoshop, which wasn’t the best tool for the job, but that managed to deliver what was needed. Nowadays, Figma is the main tool to craft apps, websites and many other deliverables formats. Its learning curve is much smoother than other industrial software, and it is free.
Being a UX Designer is, more than anything, enjoying using websites and applications with a critical point of view in order to acquire references and understand how digital products are currently made. It is important to consider that although there are plenty of digital experiences we have available for the public and users (Consumer products), there is probably even more software and applications in web or mobile formats made for internal use of companies, systems, dashboards and other type of information management. (Internal products).
Some references from my portfolio.
About the Author
Thiago Patriota
Made in 1996. Born & Raised Brazillian. Bachelor’s Degree in Advertising and Communication. Adept to autodidactism. Photojournalist. Curious Soul. Author of Adeus, Aurora. Founder of Sentient.
That’s me in a nutshell, but you can learn more about Agency on the About page!