Fișa disciplinei:

FI-D SFA-129 Design si publicitate.pdf

Department:

Interior Design and Design

Course Leader:

asist.dr.dsg. Bogdan-Mihai Ioniță

Learning outcomes:

The "Strategic Design" course represents a complex journey comprised of a total of 14 sessions. Each theme addressed within the course contributes to shaping a comprehensive framework, preparing participants to understand both the fundamental theories of design and the practical application of profession-specific methods, providing a realistic framework as possible through the involvement of designers/specialized companies in product design and development. Thus, this course encourages the development of both theoretical and practical skills and the acquisition of a strategic perspective, essential in the dynamic world of design.

Content:

Introductory Session: An immersion into the world of strategic design, presenting basic concepts, course objectives, examples from previous years, and the importance of strategy in the design process.

Historical Overview: An analysis of the evolution of strategic design globally, focusing on key movements and personalities that have influenced the direction of this field.

Historical Overview - ROMANIA: An exploration of the evolution of strategic design in the specific context of Romania, highlighting local contributions and cultural particularities.

Design Workshop #1: The first practical session, where participants apply their acquired knowledge, addressing specific challenges and working in teams to develop creative solutions.

Design/Perception/Gestalt: Exploring the interaction between design, perception, and Gestalt, with a focus on how these elements influence how products or services are perceived by consumers.

Product Semantics: An exploration of the meanings and messages embedded in products through design, highlighting the importance of communication through aesthetics and functionality.

Corporate Design/Brand Manual: A module dedicated to understanding the impact of design on corporate identity, addressing elements such as logos, colors, graphics, aesthetic language, to understand the relevance of these elements in relation to the rules that constitute a brand manual.

Design Workshop #2: The second practical session, with challenges and exercises that encourage creative thinking and the application of concepts discussed in previous sessions.

Brand Board: A detailed analysis of the process of building a strong brand, focusing on the key elements of a "brand board" and how they contribute to brand identity.

User and Value Proposition: Identifying and communicating the unique values of a product or service, with a focus on creating a strong value proposition for clients.

CMF/Trends and Opportunities: The last session of the course focuses on the essential aspects of Colors, Materials, and Finishes (CMF) in design, exploring current trends and opportunities in the market. Participants will analyze how the appropriate selection of colors, materials, and finishes can influence the perceived value of a product or service, as well as how they can be integrated into design strategies.

Chimera Design: A challenging session, exploring the concept of "Chimera Design" and encouraging participants to think beyond conventional boundaries to create innovative solutions.

Visual Empathy Mapping: Understanding visual empathy and its application in the design process, with an emphasis on the emotional connection of consumers with products or services.

Design Workshop #3: The last practical session, where participants apply their accumulated knowledge and develop their skills in a creative working environment.

Teaching Method:

Lecture, Presentations and Workshops

Assessment:

Halfway and final presentations

Bibliography:

Karjalainen, T-M. (2006). Semantic Transformation in Design.Communicating Strategic Brand Identity through Product Design References. University of Art and Design Helsinki.
Klaus Krippendorf. (1989). Product Semantics: A Triangulation and Four Design Theories. University of Pennsylvania.
Alexander Osterwalder. (2014). Value Proposition Design: How to Create Products and Services Customers Want (The Strategyzer Series).Wiley.