Fourth Blog Post


Why, Why, Why? …

Out there!

After considering the more utilitarian and functional aspects of my poster design, even if they are not finessed or finalised, its time to look at the deeper context and meaning making encapsulated in its creativity.

Its time to ask the important questions like:

Why is the design important and why does its innovation matter so much?

Why is the structure in terms of function, usability, expectation effect, affordances, performance, visual preferences, forgiveness, operant conditioning so vital?

To date, I am formulating on opinion that standards are super important to design. It must be done with social and emotional intelligence and be future thinking rather than shallow and superficial (The RSA, 2013). In ‘Design and Society’, Alice Rowsthorn advises that design is unavoidable, so if it is such an integral part of our tangible and intangible existence and so heavily infiltrated into our products, systems and ideology, then it would be of advantage to create optimum socially and emotionally intelligent design heading into our future world (The RSA, 2013) .

Being aware of Garbage in = Garbage Out (Lidwell et al, 2010 pp. 112-113) means creating design that elevates the domains of business, education, nutrition and engineering to name the majors.  To ‘err’ is human, and if my design can be as robust, clear and simple as possible, it will achieve maximum performance that creates equality amongst the audience who engage with it.  If I use quality iconography rather than a language that limits the meaning making, I will increase the access of the message it is sending.

Modern iconography: Michael Peters argues that today’s branding world should realise that `one picture is worth a thousand words’ and that the language of icons will play a greater role in future communications. (Brand Papers)

Michael PetersBrand Strategy. (Mar. 2003): p31.

To design with accountability and responsibility towards the user or consumer is of utmost value, as once the design is published amongst a digital and global platform, you cannot put the toothpaste back in the tube or the butter back in the peanut – it is real and out there in the world with the potential to condition or modify someone’s behaviour!


‘Form With Function’, 2013, Alternatives Journal (AJ) – Canada’s Environmental Voice, vol. 39, no. 3, pp. 38-45.

If I am diligent with the audio script, I will not create audio that is confusing or culturally insensitive. My design is a reflection of social constructivism, the raising and scaffolding of humans who wish to come together for a like minded purpose in the field of design.  Art is such a powerful tool and even in the hands of a ‘kindergartener designer’ like moi, it should reflect serious play and responsible intent (Berman, D 2014). There is much happening in Canada that currently reflects this ..


If I can achieve these ideals and standards, aligned with the Universal Principles of Design, and keep a consciousness of quality and integrity in my design attempt, I can rest assured I have done all I can to create positive reinforcement and safety nets to any interested fellow designers, amateurs and professional alike ( Lidwell et al, 2010).

To this end I can hopefully avoid becoming someone who is part of a clan of …


Image, ‘Women On The Verge Of A Nervous Breakdown’ , Pedro Almodavar, Director, 1988


‘Form With Function’, 2013, Alternatives Journal (AJ) – Canada’s Environmental Voice, vol. 39, no. 3, pp. 38-45. retrieved from: – viewed 26.1.17

Ideas on design 2014, David Berman – Prosperity, planet, people, design – agIdeas 2012, 11 August, viewed 17 August 2016, <;. – viewed 23.1.17

Lidwell, W Holden, K & Butler, J 2010, Universal principles of design: 125 ways to enhance usability, influence perception, increase appeal, make better design decisions, and teach through design, Rockport Publishers, Beverly, MA.

Peters, M. 2003, Brand Strategy, p. 31, retrieved from:|A99186191&v=2.1&u=swinburne1&it=r&p=AONE&sw=w&authCount=1 – viewed 26.1.17

The RSA 2013, Design and society, 19 April, viewed 22 July 2016, <;. – viewed 21.1.17

‘Women on the Verge of a Nervous Breakdown’, [image] 1988 retrieved from

One thought on “Fourth Blog Post

  1. Great work Francis. It’s all there. Keep asking ‘why’, it’s much more creative / productive / generative than ‘because’.

    Examples of design in area of specialisation are provided and exemplify weekly design concepts. Explanations provide a clear demonstration of design concepts in the area of specialisation.

    Design concept clearly demonstrates an iterative design methodology over time. Design methods and approaches are well explained and applied with attention to detail.

    The Harvard referencing system has been used with minor errors in detail.

    Indicative mark: 9 / 10


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