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Emotion, Humanity & Design | Conceptual Design

  • Desislava Danova
  • Joan Franc Navarro Cifani

As a designer who has experienced different fields of creative work, I have established a mentality of design as a general, universal field. I incorporate my knowledge from various subcategories into the conceptual ideation and final execution of each project. My beliefs, aesthetics and reasonings, applied to the work I produce, are always driven and justified by three main factors, which best describe myself as a person and as a designer. The three “pillars” of my creative personality are emotion, humanity and aesthetic satisfaction. Design is often associated with functionality and the primal need for possession. However, this mindset limits the creative process and the ability of the end-user/viewer to engage with the outcome on an emotional level. For me, design should be driven by the ability to provoke the mind, interest the senses and please the intimate understanding of people — goals which could be achieved by placing the importance on humans, on our way of thinking, on our deepest desires and motivations. My work aims to explore, provoke and address those issues. Year: 2019 Service: Conceptual Design Client: Self-initiated Design & Text: Desislava Danova 3D Artist: Joan Franc Navarro

Emotion


Emotional intelligence and confrontation with your inner self is the starting point of my work. The scene represents the dreamlike subtility of internal thoughts. The composition is intimate and discrete. It focuses on the simplicity and fluidity of one’s consciousness; it describes a certain degree of slowness mixed with the ability to realise you are present in the moment.

The picture illustrates the turning point between concentration and internal realisation to the moment of creation and ideation. The contrast between inside and outside is a visual representation of the self-processing time required to evolve one’s knowledge, leading to the point of design awareness. The scene is a depiction of self-indulgence and concentration.

Elements such as the murky water deepen the feeling of tranquillity and intensity. The dark colour palette on the outside symbolises the intimacy of one’s mind, while the inner brightness is the moment of growth and fulfilment, it is the space of creation and freeing oneself from prejudice and rules, regarding design. The overall architecture is muted and subtle, guiding the viewer fluidly through the emotions of the author.

Humanity


In my work, I always try to incorporate the human element. My understanding of human-centred design goes beyond taking into consideration proportions and functionality regarding the physical. I believe that the centre focus should fall on the emotional ability of humans, their desires to be interested and provoked, their need to think and question. My designs stem from those needs that people seek. I try to build up my ideas and concepts relying on them and later on transform them through the prism of functionality.

While creating the scene, I was influenced by the concept of “Kasbah”, which is the central part of a town or castle. In the image, the human element is the focal point, since it is the “citadel” of creative ideation. The outcome is a set stripped of all the unnecessary. It creates an essence of protection, importance and warmth. The colour palette is influenced by flesh tones and the heat of Moroccan sunsets. It illustrates a scene which feels familiar, sheltered and genuine; it represents the value of humanity in a world rapidly moving towards digitalisation.

Design


As a natural progression following the other two scenes is my design aesthetic. During my bachelor degree in product and work experience in graphic design, I have built my own understanding of beauty. I have found it in the execution and refinement of every detail, in the materials and colours, which provoke the senses of the user, in the emotional connections with the final result, in the questions asked and caused upon first look.

Therefore, I have visually illustrated my understanding through a simple and uncomplicated colour palette and shapes, providing light and serenity without overwhelming the senses. It is a lively interplay of pattern, volumes and tones, an image of the ideal in beauty I aim for. It is the value in life’s simple pleasures, the elegance of subtle textures and an emotional connection with a story that stimulates one’s interest to explore further and relate to the subject.

Beautiful and aesthetically pleasing designs are subjected to each person’s understanding. However, this does not mean that those characteristics in any creative field should be underestimated, they should be addressed and sought after, their aim should be to broaden people’s understandings and horizons, to provoke and interest.
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