Preparing a Portfolio 2013 – Art and Design

The Design Industry in the UK?

UK design industry has grown since 2005, despite the recession

28% are freelance/ 36% design agencies/ 36% in-house design team(100% employees) – significant increase in freelance and inhouse designers

The industry remains clustered around London and the South East, with 40% of designbusinesses in and around London

The majority of design businesses work in communications designand in digital and multimedia design.

The design industry is characterised by small businesses

Industry composed mainly of small, young businesses with incomes to match– Well over half (60%) of design consultancies employ fewer than five

Art and Design

•Art is defined as skilful making•The De – Signing of an object or form•To contrive or invent with intention •To assign or reassign a ‘SIGN’ or signification to the elements of a form/ image / object

“The differences between art and design are felt most strongly in the area of intention. Design has a client who provides the intention for the work, the aims and the outcome by which it must be judged”

What is Graphic Design Quentin Newark

“Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be described as creativity deployed to a specific end.”The Cox Review

‘Good design is good business’Thomas Watson Jnr, President of IBM 1952 - 1971

The Skills of the Designer

On the intellectual side, skills include:

- lateral thinking, conceptual thinking, analytical and critical thinking, the ability to hold

- multiple and potentially contradictory possibilities in mind simultaneously

- social, historical, cultural and political awareness

- enhanced perception and observation skills – an inclusive approach to research

- the ability to generate new ideas: creativity

Restarting Britain: Design Education and Growth 2011

“For an idea to survive and thrive, three elements must coincide: the basic idea; the design to realise it; and the entrepreneurial skill to bring it to market”Professor David Robertson

On the practical side, skills include:

- visual communication skills – through drawing, making, or digital manipulation

- visual appreciation skills

- understanding and manipulation of materials and processes particular to the discipline in question (e.g. pattern-cutting, website construction, industrial manufacturing processes)

Restarting Britain: Design Education and Growth 2011

If design is what links creativity and innovation……….

What is creativity and how is it used to innovate?

“Creativity isn’t a process, advertising is a process.”

John Hegarty Hegarty on Advertising

Process is trying to make order out of chaos. Creativity is trying to make chaos to create order. They are at opposite ends of a spectrum.”

John Hegarty Hegarty on Advertising

Designers tend to be people who:

•are able to collaborate and work in teams

•are user-focused in the way they proceed in problem-solving – and can perceive unarticulated needs as well as articulated ones

•are naturally entrepreneurial and enterprising, which is related to having a mature approach to risk, not fearing small failures, knowing how to develop a portfolio of possibilities

•are curious, and relentlessly question or challenge assumptions

•are able to tolerate ambiguity and uncertainty whilst still moving forward

Restarting Britain: Design Education and Growth 2011

CREATIVITY• “‘Creativity’ can be provisionally

defined as the capacity to make, do or become something fresh and valuable in respect to others and ourselves”

• Make, do ,or become – realised in the object or process of becoming.

• Fresh –the ‘new’ and ‘novel’

• Valuable – to the exchange rate of value systems – the personal and social, aesthetic and ethical among others

• in Creativity: Theory, History, Practice Rob Pope 2010