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Naked Design?! Maybe after a few beers...
Friday, Apr 08 2 00 PM : Midwest Conference | Speakers

Paul Hatch, the infamous and outspoken director at TEAMS Design in Chicago, kicked off the first lecture here at the Midwest Conference with his lecture on naked design... since it's really hard to write and watch another lecture, I am going to let the photos do the talking:

00paul.jpg

That's Paul.

01happy.jpg

I agree. Paul started his lecture with the outline of a sportscar. When he asked the crowd to name the car, they were unable to-- without seeing the details and surfaces of the vehicle. His main point was that the many designers sketch by defining the basic outline of a product, but the essence of the design lies in the surface details.

03bush.jpg
Paul illustrates the power of the visceral in recognizing form-- in the above image George Bush was flipped upside down, with his eyes and mouth right side up-- he was still completely recognizeable, in both instances.

02mike.jpg

Jacko is a freak in either orientation!

04sketch.jpg

The basic elements of controlling form-- which he continued to elaborate on throughout his lecture. We all know these basic elements, but do we take the time to pick them apart and really consider them?

At this point in the lecture Paul began to illustrate the use of the basic elements of building form by doing some PRESENTATION SKETCHING. I've been to a bunch of business conferences, but this is the first time I have seen this done in a way that was more than demonstrative. Paul brough up various generic CAD forms or product forms, and sketched over top of them on his tablet PC to illustrate his point.
I think it's safe to say that the death of paper in ID has fully arrived-- and not a moment too soon. Now if only I could convince my boss that I *need* a tablet PC...

Posted by: Craig Berman | Permalink | Comments (2)

Comment by: Mona at April 11, 2005 04:25 AM

Paul rocks. Intially, we were frightened that so many britons were involved with this project, but it turned out well in the end.


Let's do another conference!

Comment by: Paul Hatch at April 24, 2005 11:10 AM

I agree that the second half of the lecture focusses on the fundamentals of design, but the reason it's there is because it really isn't taught at schools in this way. For some seasoned professionals the second part of the lecture may be old-hat, but I hope it still brought a new clarity into what we do within the context of the first half -understanding of how the brain works in regards to design details.

I wish this really were taught on the first week of ID class!

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