How I approach thesis

As I am teaching graphic design core project at OCAD next fall, students ask me what my approach to the class (commonly known as thesis) is.

I see it as having three principal qualities

1. an opportunity to become an expert in some area of graphic design and related content

2. an occasion to produce a body of graphic design work representative of the abilities and interests of the student

3. the requirement to record the research, process and chronology of the core project in a well-written, well- designed, well-edited and well-executed significant document.


My interests
I am interested in the typography (I practice as a typography consultant to graphic design companies and book and magazine publishers, among others), in information design (which was the basis of my master’s thesis). So book design, periodical design, public communication (i.e., posters), interaction design and type in motion are principal areas of interest.

I like intelligence, and logical and ingenious solutions. I believe you should research and know the theory that are the related to your thesis. If you can’t explain what you are doing, I will think you don’t know what you are doing, though I realize I may be wrong; I value the ability to articulate. I also respect the ability to work hard.

I am not particularly into (for example) tattoos or graffiti, because these seem media of self expression (art) more than communication (design). If you are interested in a branding project, I will insist that you understand branding theory, how it applies to your project, and that a great deal of research will be what is essentially market research on the branded organization, its competitors, its users and other stakeholders. Visual identity itself is a relatively small part of the overall exercise of branding, and in my view, is seldom substantive enough to be a satisfying year-long project in itself. I think of graphic design as being a part of a successful society, not an avenue for self-expression. I believe that audiences are as complex and interesting as designers are, and that design is a bridge between people. I am interested in idea and concepts. I appreciate visual brilliance, but I insist on good execution.