Zhao Xingpeng on the Three Principles of Great Design in the Series of GOXUS Design

Date: 2019-09-10
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Views: 6
Date: 2019-09-10

The three principles of GOXUS design are simplification, obvious rhythm and information focus. The application of these three principles is everywhere, ranging from small to flat, product design, large to urban design, metaphysical to regular design, and metaphysical to aesthetic design. Next, we will elaborate on these three principles in order to enhance cognition.

People's understanding of a thing, first of all, stems from the information gap between the thing and its surroundings. For example, we can hear a piece of music. First of all, the volume, timbre or melody category of the music attracts our attention. The difference between volume and surrounding volume is a kind of information difference. The difference between tone color and tone color is also a kind of information difference. The difference between melody and melody is also a kind of information difference. Because of the information gap, people pay attention to things at least.

On a further level, people's aesthetic feeling or preference for a thing is due to the life-like order within the thing. For example, music and noise have their universal differences. Not to mention the type of music, people are more receptive to music than to noise. This is because there is a distinct order relationship within the music, which uses all the elements of music without any burdens. The burdensome elements are the basis of all kinds of pollution. The basis of order relations is rhythm. Rhythm is the skeleton of music, and also the basis of life. It exists in all living things. Of course, the life mentioned here is not only the organic life in the general understanding, but also the big life with energy, order and carrier.

A further step, people's perception of a thing, even touching, is due to the deep resonance of life between the thing and people. For example, in front of many great classical works of art, people can always feel deeply. Like Leonardo Da Vinci's Mona Lisa and Beethoven's Symphony of Destiny.

On the one hand, it is because of the obvious difference between these works and those of the same period, or called pioneering progress. On the basis of rhythm, these works have abundant levels of order, and each level harmonizes with each other to form a higher state of life. In this way, when people interact with it, deep life resonance naturally occurs and deep aesthetic feeling is produced.

 

The three principles of GOXUS design

Leonardo Da Vinci in Mona Lisa

 

Macroscopically speaking, the purpose of simplifying complexity is to generate the information gap of the first level, thus arousing concern; the rhythm is obvious, which is to make the design have basic order and rhythm to produce basic aesthetic sense; the focus of information is to make the order of different information levels have a common order, which can also be understood as the order of order, just as Symphonic chords resonate in general, resulting in a higher level of life, but also with people to produce a higher level of life resonance.

Specifically to the actual operation, we divide the application steps of the three principles into the following three parts.

Firstly, we should distinguish information types and levels; secondly, we should set the basic information difference rhythm; thirdly, we should adjust the overall order.

Let's take a small merchandise exhibition hall of 100 square meters as an example. We set this exhibition hall to sell fruits. Firstly, we classify and classify the big life information of the exhibition hall, which results in the information gap of A, B and C levels.

A-level information gap is the poor understanding of this showroom and its surrounding environment, as well as similar showrooms, as well as the showrooms in people's general awareness, which can also become poor brand temperament.

B-level information difference is the direct difference of information category within the exhibition hall. We are divided into three levels: 1. Recognition system refers to the first level headline information of the exhibition hall, which carries the identifiable function of the brand; 2. Product system, which sells the information of the product itself; 3. Display system, product label information and extension information.

C-level information gap is the information gap formed by the interaction of exhibition hall operation. This process is not the presentation of plane information rhythm like display information, but the information difference generated in the process of interaction between people and stores. It is also very important to sort out the rhythm of this information gap.

Then we sort out the basic rhythm of the information gap.

Level A information gap

First of all, the level A information gap, we want to ensure that the brand in the market has obvious differences, from brand positioning, to visual expression, to the operation mode are the important factors to form the first level of brand awareness differences.

Level B information gap

Then there is the B-level information gap, which is divided into three categories. Specifically speaking, there are information difference rhythm between logo and background, information difference rhythm between product and shop as a whole, order rhythm of display system itself and information difference rhythm between product and shop background, etc.

Level C information gap

Finally, the C-level information gap is one of the most easily overlooked information levels by designers. Our specific subdivision includes several categories of information that people leave from seeing brand stores to entering, selecting, judging, purchasing or leaving, or inquiring, paying and leaving. Only by designing several information nodes of the relationship between people and stores, can we control the rhythm of good people's interaction with stores, thus producing aesthetic feeling and pleasure.

 

Finally, after each level of information has a basic rhythm, it is necessary to sort out the rhythm between them with common characteristics, that is to say, to form the order between orders. For example, if we assume that in A level, our brand has a measurement unit of information difference as compared with similar brands is 10, then in other levels, if the unit measurement of information difference is 10 as the measurement unit, then it is easier to form order. Specifically, we set the information difference in B level. The largest is 10, followed by 8, 6, 4, 2. The difference of information in C level is also 10, 8, 6, 4, 2. So there is a common yardstick for the rhythm of information difference between different levels, and consequently there is resonance within life. Of course, in specific design behavior, information at different levels can hardly be measured by a mathematical relationship, which in many cases is just a feeling. High-level design is also generated by the original state of mind. The three principles here and the enumeration of mathematical simulation are just to cooperate with the designer to realize the principle behind it.

In a word, the premise of the three principles of design is to regard design behavior as the creational behavior of life. Specifically speaking, it is the extraction of information difference between things and the mathematical work of order. But we have to admit that even if we have a thorough understanding of theory, we may not be able to design great works that are moving, but the role of enlightenment is not to nurture sages, but to popularize the masses. I believe that the popularization of these basic principles can enhance people's understanding of design, and also form a positive understanding of design in China, thus laying a foundation for nurturing great designers.






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