UNIT – I

Introduction to Design Thinking

Introduction to elements and principles of Design:
Everything we see, touch and use is either man-made or natural. For eg- The Sun,The
clouds, tress, flowers, mobile phones, chair, table, clothes etc.

A design is an arrangement or organization of items. A designer not only improves

the outside beauty and aesthetics of the object but most importantly improves the use and
functioning of the object. This brings out a clear difference between two very close but
different professionals, a designer and an artist.

To create a good design, a designer has to first of all use his knowledge of the basic
tools of design. The designer’s tools are elements and principles of design.
Elements of design:-

Elements of design are the basic components of a design that are arranged or
organized in a composition. These are the building blocks that are required be arranged as
components to create a good design.
The 8 elements of designs are:-
1. Dot:-
A dot can be considered as the beginning of the elements. It is the first and the most
basic element of design. A dot can turn inactive space into a visually active space. The size
of dots in a design creates an illusion of increased or decreased surface area.
Dots in a design can be used to create a layered effect, create a pattern, as a part of motif.

As a part of motif Create a layered effect Create a pattern

2. Line:
Connection of dots forms a line. It is characterized as a mark of length, direction,
thickness or formation. Lines can be used to express meaning, evoke an emotional response,
create division and to organize content. Lines can be long and short, vertical, diagonal,
horizontal, curved, pointed, zig-zag, thick and thin, broken and many more.
3. Shape:-
Connection of lines forms a shape. A shape is defined as a two- dimensional
enclosed space. Shapes can be organic, geometric and abstract. Organic shapes are free-
flowing and irregular.
For eg- flowers, leaves etc. while geo metric shapes are rigid and regular.
For eg- spiderweb, honeycomb.
Abstract shapes are simply the modified shapes i.e., whenever an original shape is modified
to change its original character, the new changed shape is known as an abstract shape.

4. Form:-
A form adds a dimension to a shape. A circle is a flat, two- dimensional shape. When you
add the shading that transforms the circle into a sphere, it takes on three-dimensional form,
like a ball you could throw or bounce.
Basic forms are three-dimensional figures, including spheres, cubes, cylinders, pyramids
and cones. If an object has height, width and depth, it is a form. A form can be a man-made,
geometric shape that is mathematically precise in all its angles and edges, or it can be a
natural, organic form. Organic forms like lizards, dragonflies and apple trees are not
mathematically precise, but they are three- dimensional.
5. Texture:-

Texture is the way a surface feels or the way it is perceived to feel. Texture is an element
of design that defines the surfaces of shapes and forms. Texture that you feel with your
fingers is called tactile while texture that the artist recreates on a flat surface is called visual
texture. Tactile texture is three-dimensional because it has height, width and depth.
Examples of tactile texture is tree bark.

6. Colour:-

Colour plays one of the biggest role in a design. The importance of colour in design
stems from the significance of colour to the human mind. Colour creates ideas, expresses
messages, sparks interest, and generates certain emotions and reflects certain moods. We
will earn more about colour theory and colour psychology in this chapter.
7. Value:-
Value in design simply means the lightness and darkness of a colour. White is the lightest
value while black is the darkest. It is measured in relationship to a graded scale from white to
black. All the colours have value and sit within the range of light to dark. For example-light
blue and dark blue. Value of a colour can also be measured according the relative value of
other colour. For example- yellow has a relative light value and purple has a relative dark
value.

8. Space:

Space is the area around the objects or between the objects in a design. Negative space is
the space between or around the focal point of an image or the area around the filled or solid
portion. Positive space is the space that your subject matter takes up in your composition or
the filled or solid portion in a design. It can be used to define importance, lead the eye, give
a rest.
 Colour Theory

Colour theory in design is the collection of rules and guidelines which designers use to
communicate with users through appealing colour schemes in visual interfaces. To pick the
best colors every time, designers use a colour wheel and refer to extensive collected knowledge
about human optical ability, psychology, culture and more.

Colour theory dictates how colours can be combined for optimal use. There are three
basic categories of colour theory that are logical and useful : The colour wheel, colour
schemes, and the colour psychology.

Colour wheel:
In 1876, Louis Prang stated an advanced colour wheel theory and developed a colour wheel
which is commonly known as the Artist’s or Prang colour wheel.

The colour wheel consists of 12 colours in total which are classified into three categories-
primary, secondary and tertiary colours.

Primary colours-
these colours cannot be formed by mixing any of the colours and are naturally available
in the environment. The three primary colours are – Red, Yellow and Blue.
Secondary colours-
these colours are formed by mixing two primary colours in equal proportion. The three
secondary colours are- Orange, Green and Violet.

Tertiary colours-
these colours are formed by mixing one primarycolour and one secondary colour in
equal proportion. The six tertiary colours are- Red-orange, Yellow-orange, Yellow-green,
Blue-green, Blue- violet and Red-violet.

Generally, black and white are not

considered as colours. They are considered as
the absence and presence of light. Black is the
complete absence of light while white is the
complete presence of light.

Formation of colours on colour wheel-

Secondary colours:
Red+Yellow=Orange
Yellow + Blue=Green
Blue + Red=Violet
Tertiary colours:
Red + Orange=Red-orange
Yellow+Orange=Yellow-orange
Yellow + Green=Yellow-green
Blue+Green=Blue-green
Blue+Violet=Blue-violet
Red + Violet=Red-violet
Colour schemes

Working with colour wheel as a guide there are several types of colour harmonies or schemes
that can be created as follows:
1) Complementary colour scheme- these are any two colours which are situated
directly opposite to each other on a colour wheel. This colour scheme creates
maximum contrast and maximum interest. For eg- Red and Green, Blue and Orange,
Yellow and violet.
2) Split-complementary colour scheme- This colour scheme is created by choosing
any primary or secondary colour on the colour wheel and then finding out the split of
its complement colour. Foreg- the split complement colour of green would be Red-
violet and Red- orange.
3) Analogous colour scheme-This colour scheme in cludes the colours that are situated
adjacent to each other on a colour wheel in a clock- wise direction. For eg- Red,
Red-orange and Orange.
4) Achromatic colours scheme- An achromatic colour scheme is simply colour less
scheme possessing no hue, using only black, white and grey. These are all shades of
black, white and grey.
5) Triadic colour scheme-any three colours with a balanced triangular relationship on a
colour wheel collectively make a triadic colour scheme. For eg- Red, Yellow and
Blue.
6) Warm/cool colour scheme- The range of colours which gives a feeling of warmth
are known as warm colours. Foreg-red to yellow- green.
The range of colours which given a cool and calm feeling are known as cool colours.
For eg- green to red-violet.
7) Monochromatic colour scheme- This colour scheme is designed with a single
colour called hue and its tints, shades and tones. This colour scheme appears very
soothing, subtle and pleasing to the viewer. Foreg-Red is the hue then pink would be
its tint and maroon will be its shade.

Hue: hue is defined as the purest form of the colour.

For eg-green, blue, red, yellow etc
Tints: tints are formed by mixing white with hue in some proportion.
For eg- red+white = pink
Shades: shades are formed by mixing black with hue in some proportion.
For eg- red+black = maroon
 Tones: tones are formed by mixing grey with hue in some proportion.
For eg- red+grey = De-saturated red

HUE

PRINCIPLES OF DESIGN
The principles of design describe the ways and rules to use the elements of design for
creating attractive and appealing design compositions. There are twelve basic principles of
design: contrast, balance, emphasis, proportion, hierarchy, repetition, rhythm, pattern,
whitespace, movement, variety, and unity.

Balance-

Balance relates to the visual weight of elements in a composition. It is defined as

harmonious relationship between the positive and negative spaces of a design. Balance is
categorized in two forms: symmetrical and asymmetrical.

Balance, one of the key principles of design, refers to the way visual elements are
arranged so that their visual weight harmonizes with the other elements in the design, and
the composition gives an appearance of properly distributed elements.

Symmetrical balance-

This balance occurs when the visual weight of a composition is evenly distributed on
both sides of vertical axis or horizontal axis or diagonal axis in a design. This implies the
formation of identical mirror images on both sides of the axis.
Asymmetrical balance-

In this case the axis of symmetry is not present in the design but the weight of a
composition appears to be evenly distributed. It involves the arrangement of elements having
different sizes and nature in a fashion that they balance one another with their respective
'visual weights'. For an example several smaller forms in a design counterbalance a
dominant form.

Contrast-

The difference between two or more objects in a design is referred to as contrast.

Contrast is defined as juxtaposition of opposing elements in a design. Presence of contrast
brings more clarity in communication of intended design concept. The principle of contrast is
associated with comparison of elements within a design. Contrast can be achieved by following
means:

Size Contrast: The elements of same shape are used in differing sizes.

Shape Contrast: The elements of approximately same size are used in differing shapes.

Texture Contrast: The elements of same shape and same size are used with different
textures.

Position Contrast: The elements of same shape are used in different positions or angles.

Colour Contrast: The elements of same shape are used in different colours. An example of

Colour contrast is placed at, which same forms are present in two different colours.

Value contrast: The elements of same shape are used in different values of same colour.
Emphasis-
Visual weight of the design is unevenly distributed in a manner that a particular
portion of the design grabs more attention than the rest and helps to create a focal point in a
design.

This principle is the tool that highlights and underlines that which is to be
communicated. It is used to attract attention of the observer in one area of a presented
design.

Rhythm-
Rhythm is the recurrence or alternation of design elements, often with defined intervals
between them. It creates a sense of movement to the observer. Rhythm is usually achieved
through repetition of lines, shapes, colors, and more. There are three types of rhythm such as
regular rhythm, flowing rhythm and progressive rhythm.
Proportion-
Proportion refers to the relative size and scale of various elements in a design. In a
composition, proportion refers to the relationship between objects with reference to their size
and visual weight. For example, if you're painting a portrait of a dog and a person, the dog
should be at the correct scale in relation to the person. The person's body (and the dog's as
well) should be in a proportion to what we can recognize as a human being.

Pattern-
Patterns are simply are petition of more than one
design element working in concert with each other.
Pattern is the repetition of specific visual elements such as
a single unit or multitude of forms. Patterns can be used to
create balance, organize surfaces in a consistent manner,
or create contrast. While repetition focuses on a single
element being repeated, pattern refers to multiple elements
repeated throughout a design (e.g. wallpapers
And backgrounds). Patterns can be radial, vertical, horizontal, zig-zag, diagonal, spiral,
crisscross and circular.

Hierarchy-

It refers to the importance of elements with in a design. The most important element
should appear to be the most important in a composition. Hierarchy is a visual design principle
which designers use to show the importance of each page/screen’s contents by manipulating
these characteristics:
Size–Users notice larger elements more easily.
Color–Bright colors typically attract more attention from a distance than the muted ones.
Contrast – Dramatically contrasted colors are more eye-catching. Alignment–Out-of-
alignment elements stand out over aligned ones.
Repetition-
It refers to the reinforcement of an idea or perception. It can be done via things like using the
same colours, images or similar choices.

Repetition focuses on the same object being repeated; patterns are made up from different
components which are then repeated in the same way

Repetition is the simplest element you can use. Pattern is a combination of elements that are
repeated.

Whitespace-
It refers to the areas of a design that have no design elements but creates a visual
effect of illusion. This space is important for making various elements stand out in a design
composition. For eg- in the image below the illusion of triangle is created through space.
Movement-
It is the way a person’s eyes travel over a design. The most important element should lead to
the next important element and so on. This could be done via positioning.

MOVEMENT is the path the viewer's eye takes through a work of art. Movement can be
directed along lines, edges, shapes and colour.

RHYTHM is created when one or more elements are used repeatedly to create a feeling of
movement. Rhythm creates a mood like music or dancing.

Variety-
It can be created via colours, images, textures and virtually any other design element.
It prevents designs from becoming monotonous and boring.

Unity-
It is how well the elements of a design work together. Each element should have a clear
visual relationship with each other element to help communicate a clear, concise message.
Introduction to design thinking:-
Design Thinking is not just the property of designers,all the great inventors of
engineering, science, literature, art, music, and business have used it. Design thinking supports
in developing, teaching, learning, and applying strategies to solve complications in a creative
manner in the projects and processes of the business
Design thinking is a term used to denote a set of strategic, conceptual, and practical
processes in which design concepts are developed (product proposals, structures, equipment,
communications, etc.). Many key concepts and aspects of design thinking have been identified
through studies, across all different design fields, design concepts and design work in both
laboratory and environmental contexts. Design considerations are also linked to the
establishment of products and services within the business and social environment. Some of
these guidelines have been criticized for simplifying the design process and undermining the
role of technical knowledge and skills.
Any individual who has the following traits can be design thinker in the organizations,
namely
1. Individual who has the concern for the individuals and who know the working
challenges in at workplace
2. Knowledge of multi -functionality of the organization
3. Vision for developing right process in the organization
4. Capability to understand the problems on the job and ability to work on the problems
related to the jobs of the organization.
Features of Design Thinking:
1. Design thinking understands from the perspective of the customers and provides solution
for improving the product and service quality in the organization.
2. The role of design thinking is to collect feedback from the customers and employees by
iteration of prototyping
3. Expanding the range of solutions to the problems identified in the organization and
employee better customer and employee satisfaction.
4. Enable the design thinkers to develop new products, features or services to customer and
process satisfaction.
5. Providing and eco-system through the interaction with the employees, technical
capabilities and customers.
History of Design Thinking:-
The methods and concepts of design thinking, although promoted by developing
companies and design consultants, ranging from a wide range of fields including software
development, engineering, anthropology, psychology, art, and business.
 Design ideas as they exist today have evolved collaboratively in various fields and
industries. Over 50 years, and even more have emerged and merged into the quasi-
Darwin system of natural selection. These have been integrated, documented, and
promoted by leading design firms (such as IDEO and 6 | P a g e Frog) and educational
institutions (such as Stanford's d.school, and Rotman School of Management), and have
been increasingly accepted by the industry.
 While these evolutionary and experimental design experiments have led to methods
process in the form of design thinking tools and methods.
 1963: The idea of using Design as a way of solving complex problems in a simplified
manner in sciences originated in the book ‘The science of the Artificial’ authored by
Herbert A. Simon
 1973: The idea of design was achieved for Design Engineering by the book ‘experiences
in visual thinking’ authored by Robert McKim
 1982: Design methodology is defined by “cross” the study of the principles, practices and
procedures of design are developed .and includes the study of how designers work and
think
 1987: Peter Rowes Book Titled “design thinking” describes methods and approaches that
planners, designers and architects use
 1980s to 1990s: The work of Robert Mckim was consolidated by Rolf Faste at Stanford
university during this period 1991 David M Kelly Founded IDEO and adapt Design
thinking to business interests
 2009: The design thinking process itself is human centered, offering methods for
inspiration, ideation and learning to designers –Brown
 2012: Apply the study of design thinking principles in engineering.
 2015: Verbal protocol analysis, cognitive ethnography, controlled laboratory
experiments, and other formal methods from cognitive science have been rigorously
applied in engineering
 2017: Design thinking reflected in many applications like prototyping, solution-based
method is often useful way to encourage inspiration, ideation and organization learning
and human centered methods.
New materials in Industry:-
Some new materials used in design thinking include self-healing concrete, transparent wood,
and grapheme.
 Self-healing concrete: This concrete can repair itself using bacteria or chemical
reactions. This increases the safety and longevity of the concrete, while reducing the need
for repairs and replacements.

Self-healing concrete is a type of concrete that can repair cracks on its own. It's made by
adding special materials to concrete, such as capsules that contain healing agents. When cracks
form, the capsules release the healing agent, which reacts with water and air to seal the crack.

Benefits:-

 Reduces maintenance: Self-healing concrete reduces the need for repairs, which can
save time and money.
 Increases longevity: Self-healing concrete can last longer than traditional concrete.
 Improves environmental impact: Self-healing concrete can reduce the use of materials
and disruption.
 Healing agents: Healing agents are added to the concrete during mixing. These agents
can include bacteria, calcium lactate, nitrogen, and phosphorus.
 Capsules: Capsules containing the healing agents are mixed into the concrete.
 Reaction: When cracks form, the capsules release the healing agent, which reacts with
water and air to seal the crack.
Applications:-

 Infrastructure projects

Self-healing concrete can be used in infrastructure projects, such as bus lanes.

 High-pressure, high-temperature environments

Self-healing concrete can be used in environments where concrete is exposed to high
pressure and high temperatures.
 Transparent wood: This is a new material that can be used in design concepts.

Transparent wood is a wood material that has been treated to be nearly transparent. It's
made by bleaching wood and then infusing it with a synthetic polymer.
1. Bleach the wood to remove most of its visibility. This can be done using acidic or
alkaline treatments, or redox agents.
2. Infiltrate the wood with a synthetic polymer, such as polyvinyl alcohol (PVA).
 Properties :-

 Transparency: Transparent wood can be up to 90% transparent.

 Mechanical properties: Transparent wood can have better mechanical properties than
wood itself.
 Biodegradability: Transparent wood is more biodegradable than glass and plastics.
 Thermal insulation: Transparent wood has good thermal insulation.
Applications:-

 Smart buildings: Transparent wood could be used in smart buildings as a substrate for
optically tunable windows.
 Energy storage: Transparent wood could be used for energy storage.
 Flexible electronics: Transparent wood could be used for flexible electronics.
 Packaging: Transparent wood could be used for packaging.
 Graphene: This is a new material that can be used in design concepts.
Graphene is a single layer (monolayer) of carbon atoms, tightly bound in a hexagonal
honeycomb lattice. It is an allotrope of carbon in the form of a plane of sp2-bonded atoms with
a molecular bond length of 0.142 nanometres.
 Additive manufacturing: This is a new technology that uses materials that are more flexible,
customizable, and functional. It also produces less waste.
Design thinking is a holistic approach that combines business, emotion, logic, and society. It's a
key method for businesses to compete.
Additive manufacturing, also known as 3D printing, is a process that creates a 3D object
from a digital model. It involves adding material in layers until the desired shape is achieved.
 A computer-aided design (CAD) model is used to create geometric information for the
object

 The material is deposited, joined, or solidified layer by layer

 The material can be a powder, liquid, or wire

Types of additive manufacturing:-

Powder bed fusion:- Uses heat or lasers to fuse layers of powder into a 3D object

Binder jetting:-Uses a liquid binder to join powder particles into a 3D object

Directed energy deposition:-Uses focused thermal energy like a laser, electron beam, or
plasma arc to melt and fuse material into a 3D object

Vat photopolymerization:-Uses a liquid photopolymer resin to construct a model layer by

layer

Advantages :-

 Additive manufacturing can be fast, precise, and cost effective