290913 Framework Workbook2

7/27/2019 290913 Framework Workbook2

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A

V.2.0

DECONSTRUCTIONCREATIVE FRAMEWO

b

TO BREAK STEREOTY



INTRODUCTION

WELCOMETO DECONSTRUCTION

WHAT IS DECONSTRUCTION?

Deconstruction is a tool to question ste-

reotypes, traditional ideas and popular

views by opposing them and exploiting

their visual representation.

During the late 60s, the French philosopher Jacques

Derrida rst used the word Deconstruction in one of his

most recognized works: On Grammatology.The Deconstructive discourse questions the tradition ofthe Western civilization to use metaphors in speech and

writing. Derrida said that during the “translation” from

speech to writing or viceversa the layers that compose a

message can get lost during this process generating mul-

tiple interpretations of a same idea or even contradictingitself. Deconstruction became, in the following years,

a critical tool to attack the neutrality of the signs and

conclude on the importance of aws and imperfections in

a traditional layered structure.

WHAT IS A FRAMEWORK?

WHAT IS CARD SORTING?

This workbook includes a set of step-by-step

instructions for a quick start to completing a

design challenge by using the Deconstructive

Framework and applying it as a creative tool

inside the studio class.

Jakob Nielsen

Usability Testing for the 1995 SunMicrosystems’ Website

A framework, is a platform for d eveloping ideas and pro-

vide foundation on which designers can create and gen-

erate solutions. For example, a framework may include

a set of tools or functions that can be used to gatherinformation, do research or identify issues.

Card sorting is a simple technique in user experience

design where a group of users are guided to generate acategory tree. It is a useful approach for designing infor-

mation architecture and workows. Card sorting has a

characteristically effective but low-tech approach.



Guggenheim MuseumFranks GehryBILBAO1997

One of the most admired works of contemporary architecture, t

has been hailed as an important moment in the architectural cu

The museum is seamlessly integrated into the urban context, uninterconnecting shapes of stone, glass and titanium on a 32,500

ter site along the Nervión River in the old industrial heart of thegalleries are irregularly shaped and can be identied from the otheir swirling organic forms and titanium cladding.

Template GothicBarry DeckEMIGRE INC.1990

This font was widely used by the end of the 1990s, representinic of imperfection during the grunge era. This typeface reects tlanguage of an imperfect world, inhabited by imperfect beings in

Deck’s own words.

Jacket

Martin MargielaArtisanal (0) CollectionFALL/SUMMER 2012

PaintingRene Magritte“La trahison des images”1928 - 1929

The Artisanal collection is one of the 11 collections from Maison

Margiela. The Maison gives a second life to collected used garmaccessories, protecting the traces of the passage of time and usMargiela members transform these garments by hand, what resunique pieces, each as exclusive as the materials they were mad

A painting by the Belgian René Magritte, painted when Magritte

years old. The picture shows a pipe. Below it, Magritte painted, “pas une pipe.”, French for “This is not a pipe.”The famous pipe. How people reproached me for it! And yet, could y

pipe? No, it’s just a representation, is it not? So if I had written on my

is a pipe”, I’d have been lying!

His statement meand that the painting itself is not a pipe. The pmerely an image of a pipe. Hence, the description, “this is not a p

She is the head designer of Commedes Garçons. The materials are often

draped around the body and feature,unnished edges with holes and ageneral asymmetrical shape. Shecreated an uproar at her debut show

where fashion journalists labeled herclothes ‘Hiroshima chic’.

Was a French philosopher, bornin French Algeria. He developed a

form of semiotic analysis known asdeconstruction.His work was labeled as post-structuralism and associated with

postmodern philosophy.

His works are cited as being amongthe most important works of

contemporary architecture. Muchof Gehry’s work falls within the styleof Deconstructivism, often referredto as poststructuralist in nature

for its ability to go beyond currentmodalities of structural denition.

Jacques Derrida(Philosopher)

Rei Kawakubo(Fashion Designer)

Frank Gehry(Architect)

1 2 3

American graphic designer, artist andeducator. He created the OutWest

type in 1993 by hand. It has a 15degree ellipse.His hand design stylehas been described as “American folkart typography.”

Her buildings are distinctivelyfuturistic, characterized by curvedforms with elongated structures

and multiple perspective points andfragmented geometry that for someevoke the chaos of modern life.

She has sought to raise challengingand important questions about the

role and representation of women insociety, the media and the nature ofthe creation of art. Sherman works inseries, typically photographing herself

in a range of costumes.

Zaha Hadid

(Architect)

Ed Fella

(Graphic Designer)

Cindy Sherman

(Photographer)4 5 6

DECONSTRUCTION INTHE CREATIVE FIELD



THE CREATIVE PROCESS OF

DECONSTRUCTION

+

ANALYZE

+

QUESTION

2

ASSUMPTIONSCONTRADICTIONS

1

PAIR

BINARY

DECONSTRUCTION

3

EXPLOITSIGNS

+

REPRESENT

=

ITERATE

DESIGN CHALLENGE

IDEA

START:

END:

The process starts with a design challenge and goes through three

stages: Pair Binary, Assumptions and Contradictions, and Exploit

Signs. Then moves from nding stereotypes, to generate results

based on new insights and ideas.

INTRODUCTION

UNDERSTANDINGTHE CARDS

Every card is color coded; the darker the colorin the top bar, the higher the stage. On the

sides you will nd a blue or orange semicircle

with a number or a plus sign indicating what

type of cards you can link with the current one.

In the back, you will nd the denitioexamples and the linking options for

1

+OperatorQuestion

1

2

l

l I l

arbitraryrelationship

of l

l

l

l

(symbol)

l

Question

Two elements that have and arbitrar

relationship between them. In orderto understand them its important to

what they stand for.

Denition:

Nodding the head is an arbitrary relat

of saying yes.

A whale is an arbitrary relationship o

thing very heavy.

The word “cloud” is an arbitrary relati

of a cloud.

Example:

On each side: One Binary element

Bottom: Assumption/Contradiction

Connect:

Process color Description of the tool

Applied examples of the tool

Linking options with other cards

Name of tool

Type of tool

Name of the process

Type of process

Linking cards

1

2 3

4

5

6

1 7

8

9

7

8

9

52

63

4



INTRODUCTION

DISCOVERINGTHE CARD DECK

Stage cards (in different shades of orange) help you nd

conclussions and insights while being a base for each one of th esteps in this process.

Operator cards (in different shades of blue) will guide you throughthe process and will connect one stage with another.

Assumption/Contradiction

+ +

+

3

2Stage

what?how?why?where?when?

3StageExploitSigns

+ +

2

by...

1StageBinary

++

Custom binary element

Create your own binary element. It can be

anything;a word, a photo or a drawing

1StageBinary

++



anything;a word, a photo or a d rawing

BINARY PAIRING STAGE ASSUMPTION STAGE EXPLOIT SIGNS STAGE1 32

The cards in this framework are divided in two

types of processes: Stages and Operators.

+OperatorRepresent

3

+

3

+

attach(fragmentation)

+OperatorRepresent

3

+

3

+

duplicate(quotation)

+OperatorRepresent

3

+

3

+

repetition

+OperatorRepresent

3

+

3

+

break down

(decompose)

Repr

3

+

in

+OperatorRepresent

3

+

3

+

deny

+OperatorRepresent

3

+

3

+

separate(disjunct)

Repr

3

+

REPRESENTING OPERATORS

+OperatorAnalize

2 2

+ +

style

+OperatorAnalize

2 2

+ +

function

Anal

2

+

s

+OperatorAnalize

2 2

+ +

meaning(semantics)

+OperatorAnalize

2 2

+ +

signs(semiotics)

Anal

2

+

ANALIZING OPERATORS

1

+OperatorQuestion

1

2

dependsupon/on

1

+OperatorQuestion

1

2

is causedby

1

+OperatorQuestion

1

2

over

1

+OperatorQuestion

1

2

abstractconcept of

(metaphore)

1

+OperatorQuestion

1

2

specialcase of

1

+OperatorQuestion

1

2


of(symbol)

1

+OperatorQuestion

1

2

resembles(icon)

1

+OperatorQuestion

1

2

indicates(metonyms)

1

+OperatorQuestion

1

2

subordinateof

1

+OperatorQuestion

1

2

oppositeof

QUESTIONING OPERATORS+



LEARNING HOW TOUSE THE FRAMEWORK

1StageBinary

++




1StageBinary

++


Createyour own binary element. It can beanything;a word, a photo or a drawing

1StageBinary

++




1StageBinary

++


Create your own binary element. It can beanything;a word, a photo or a drawing

Jacket

Jacket 1

+OperatorQuestion

1

2


of(symbol)

STAGE: BINARY PAIRING

STAGE: ASSUMPTION/CONTRADICTION

1

2

In this case, two custom binary element cards wereused. You can write, paste images or draw on them to

create your own binary.

The only card in this stage invites you to ask questionsabout the constructed binary.

Within this stage, you will nd several stereotypes andcommon views in your binary.

In this example, the rst analyzelinked to the Assumptions/Contcard is style. Ask yourself how yolook, in this case a jacket. What a

like? From what materials it is maelements are visible? What visibconform a jacket?

A question operator card was picked to dene a rela-tionship between both elements. It is important to writedown on the workbook all the ideas and reasons thatcome up during the entire process.

1

3

4

2


+ +

+

3

2Stage



+ +

+

3

2Stage


+OperatorAnalize

2 2

+ +

style

STAGE: EXPLOIT SIGNS

5

+OperatorAnalize

2 2

+ +

function

+OperatorAnalize

2 2

+ +

signs(semiotics)

After you ask and answer your qthe rst operator select two mor

cards and repeat the process, fo

What is a jacket for? Why do wedo we use a it? What elements m

How do you differentiate a jackeclothes?

You must create your own quest

answer them with stereotypes othings from your binary:

What is a jacket for?

To protect me from the weatheWhy do we use it?

Its material is thick and makes How do you reference a jacket f

clothes?The thickness of the material, aor buttons.

The Exploit Signs card will help

the stereotypes you have found

For example, the Representoperators attach (fragmentation(disjunct) and break down (decom

used to exploit the stereotypes.

How can you decompose a Jack

Is there a way to fragment the p jacket?How can the material befragmeattached?

It there a way to disjunct how a j

6


+ +

+

3

2Stage


+OperatorAnalize

2 2

+ +

style

3StageExploitSigns

+ +

2

by... +OperatorRepresent

3

+

3

+

attach(fragmentation)

+OperatorRepresent

3

+

3

+

break down(decompose)

+OperatorRepresent

3

+

3

+

interrupt(disjunct)



GLOSSARY

BINARYSomething that has or is composed by two

parts

The Binary system used in computers represents

numeric values using two symbols: 0 and 1

In this framework: a binary is an idea

composed by two elements that have a shared

relation

OPERATORA symbol or word used to connect two or more

elements in a valid way, such that the sense ofthe compound produced depends only on the

original ideas

Daniel went to the mall and did Lina too

EXPLOITTo take advantage of something

In a video game, the use of a bug or glitch by

a player to their advantage in a manner not

intended by the game’s designers

In this framework: the end of the

Deconstruction process is to take advantage of

the stereotypes found to create new ideas

ELEMENTAny of the distinct objects that make up a col-

lection of objects.

A petal is one element of a ower.

In this framework: an element is one of two

cards that compose a binary.

STEREOTYPEIs a a group belief that may be adopted about

certain ways of doing things, but may not accu-rately reect reality.

Mice are frequently portrayed in animated movies

as shy and physically frail, often bookish, nerdy

and wearing glasses

STAGEThe course of completing a discrete objectiveor a point of progress.

REPRESENTA type of recording where something is de-

scribed in a medium.

Both a photo of a house and a child’s drawing of a

house would be considered a representation of a

house.

1 + + 2 +1 3

“Everything is arranged so that it beway, this is what is called culture.”

Jacques Derrida

A Certain “Madness” Must Watch Over Thinking

PLAY



STAGE 1

BINARYPAIRING

The objective of this stage is to fnd two elements that

share a logic relationship. The union of both elements with a

Questioning Operator generates a Binary.

Place in this space the rst element you selected from the

Binary Deck.

Place in this space the Question

Operator you selected from the

Operators Deck.

Select two elements from the Binary deck.Both elements MUST have a relationship

between them. You will dene thisrelationship in the next step.

From the Question deck, select theOperator that denes how both elements

relate to each other.1 2

Step Step

1 +

Place in this space the second element you selected from the

Binary Deck.

Write down how and why both elementsinside the Binary Pair relate to each other.

Use as much detail as you want.3

Step

S t a g e

1

1 1+

Write here the resasons you decided to build thi

1

Use this space for your notes



Writte, doodle, skecth, have fun ... Deconstruct!Writte, doodle, skecth, have fun ... Deconstruct!

S t a g e

1

1 1+

Use this space for your notesUse this space for your notes



STAGE 2

ASSUMPTIONSCONTRADICTIOS

Now that a Binary Pair has been dened, in this stage you will

dene the Assumptions or Contradictions inside the binary.By using Analyze Operators you will fnd stereotypes inside

the Binary Pair.

Place in this space the

Assumption/Contradictioncard

Place in this space one of the

Analize Operator you selected

from the Operators Deck.

Operator 1Stage 2

With the Binary Pair dened, use theAssumption/Contradictioncard to

connect with the Question Operators.

Select up to 3 different AnalyzeOperators and place them next to the

Assumption /Contradiction card.1 2

Step Step

2 +

Operator 2 Operator 3







Mark the Operators used in this processin the bottom of the left page.

Make a list of the stereotypes you the Binary by using the Analyze Ope

and write them in the columns on tothis page.

3 4Step Step

2+

S t a g e

2

Write here the Stereotypes you found:

+ +



2+

S t a g e

2





STAGE 3

EXPLOITSIGNS

In this stage, you will generate working conclusions. By using

the Represent Operator, the stereotypes found on Stage 2 willbe exploited and represented outside fxed visual ideas.

Place in this space the

Exploit Signs card


Represent Operator you selectedfrom the Operators Deck.

Operator 1Stage 3

With the Binary Pair dened, and the

Assumptions/Contradictions listed, l inkthem using the Exploit Signs card

Select up to 3 different RepresentOperators and place them next to theExploit Signs card. Read the denitionsand the examples on the back of the card.

1 2Step Step

3 +

Operator 2 Operator 3





Considering the Representation Operators,

sketch or write how can you use it to generatea nal idea based on the Deconstruction ofyour original Binary Pair.

3Step

3+

S t a g e

3


+ +



3+

S t a g e

3





THESTRUCTURE

Write down each one of the cards you

used during the last 3 stages.

This structure will help you see how thestages and operators relate to each other

and generate a nal idea.

3StageExploitSigns

+ +

2

by...


+ +

+

3

2Stage

what?

how?why?where?when?

BinaryElement 1

BinaryElement 2

AnalyzeOperator 1

AnalyzeOperator 2

AnalyzeOperator 3

RepresentOperator 1

RepresentOperator 2

RepresentOperator 3

Operator


Writte, doodle, skecth, have fun ... Deconstruct!

1 1

2

3

+

+

+



1 + + 2 +1 3

This framework is a Graduate Thesis project by Daniel Echeverri as

part of his Master of Fine Arts in Visual Communication Design atKent State University.

This license allows for redistribution, commercial and non-com-

mercial, as long as it is passed along unchanged and in whole, withcredit to the creator.

Made with Lato font family by Łukasz Dziedzic.

Except where otherwise noted, this work is licensed under

http://creativecommons.org/licenses/by-nd/3.0/

A DECONSTRUCTIONBASED CREATIVE FRAMEWORKTO BREAK STEREOTYPES | V.2.0

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290913 Framework Workbook2

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