International Symposiodesign Amman 2006, Jordan

Applied Science Private University
Amman, Jordan
April 30-May 5, 2006

SYMPOSIODESIGN – AMMAN 2006 is the name given to the first event of its kind in the Middle East; a six days forum that will include students’ graphic works from all over the world and exchange of views on graphic design practice and education. Departing from the initial idea of Jordan becoming an innovative model of development, the Department of Fine Arts of the Applied Science Private University came up with the project of organizing the first Symposiodesign – Amman 2006. 

A project that has been brought to reality to achieve the following:

  • Examining the current and future needs and challenges of graphic design and visual communication in Jordan and other countries
  • Creating local, regional, and international opportunities for exchange, sharing experiences, and promoting collaboration among graphic design educational institutions
  • Promoting graphic design education, practice, and exchange of information, views, and research in Jordan and the region in relation to the social and economic development
  • Creating a better learning environment and positive attitudes and fostering creativity among design students
  • Providing networking opportunities for design organizations and colleagues worldwide 

The DFA is an institution devoted to art and design education. In its brief period of existence, it became one of the leading institutes developing Higher Art & Design Education not only in Jordan but the region (Middle East, Arabian Gulf, and North Africa). Its role in society is achieved by contributions to offering solutions to different problems and by cooperating with formal institutes on various projects (Family Program, Traffic Police Program, etc.).

The DFA is a well-known member of the International Design Community through its participation in International Art & Design Conferences, workshops, and contribution to research in Design. The Department of Fine Arts maintains a high standard in learning, teaching, and research in art and design through its programs, academic staff, and exchange programs with leading regional and international Art & Design institutes (e.g., Gold Smith School of Art & Design). Today the alumni of DFA are occupying key positions in the art and design business in Jordan as well as in other Arab countries, and are more often appointed even before they complete their studies.

More than fifteen countries will be taking part in this international event, including Bahrain, Bulgaria, Canada, Cyprus, Egypt, India, Iran, Mexico, Palestine, Qatar, Saudi Arabia, Korea, Syria, the United Arab Emirates, the United Kingdom, the United States of America, Turkey and Jordan. Among the representatives are these leading design experts and educators: Prof. Todor Vardjiev (National Art Academy – Sofia, Bulgaria), Assist. Prof.  Muqeem Khan (Virginia Commonwealth University, Qatar – Qatar), Associate Prof. Dr. Inyoung (Albert) Choi (Hanyang University – Korea), Assist. Prof. Elif Ayiter (Sabanc University – Istanbul, Turkey), Assist. Prof. Peter Martin (Virginia Commonwealth University, Qatar – Qatar), Sudhir Sharma (Elephant Design – India), Vlado Franjevic (Liechtenstein Museum of Fine Arts – P. Liechtenstein), Assist. Prof. Zantides Evripides (Intercollege – Nicosia, Cyprus) and Ahmad Taher Al-Saffarini (Jordan).

SYMPOSIODESIGN – AMMAN 2006 will take place from April 30th until May 5th visiting different places such as the Applied Science University, Zara Centre, Orfali Art Gallery, Bandak Art Gallery, and the International. The opening of the Exhibition is scheduled on Sunday 30 April 2006 at 11:00 am at Zara Centre. 

My Presentation:
Conceptor & Formalization, A Methodology For Graphic Design

Abstract: Concept has a central role in the process of design, and is an important design element that delivers meaning and message to a form. Even though this unique relationship between form and concept, graphic design education had been mainly concentrated on the knowledge of form and its aesthetic value. But a study about ‘concept’ that can deliver a message of a design analytically has been weak compared to the study of form.

The purpose of this study seeks a systematic design concept development method that is necessary for design education and an education method that raises logical thinking in conceptual development and helps to utilize logic and language for designers who are lack rational and language-oriented thinking in design.

Hence, I studied this design methodology for formulating the value of a concept. The designers consciously create a tangible property with an appropriate concept and visual attributes so that ultimately its message can communicate clearly to the viewers and affect them either attribute their decision-making or remember the intention of a message. The concept is expressed through visual information and verbal information through visual forms. If the concept is not related to the target’s needs and desires, then it is considered a weak concept. Therefore, this design methodology defines the values that the viewers could respond to. This design methodology is based on the statement, “The Dependent Variables are interchangeable variables that support the Inter-Dependant Variables, and the Inter-dependant Variables are co-dependable variables that closely relate to the topic and the concept.” The Dependent Variable (DV) is a variable that describes feeling and action. The Interdependent Variable (IDV) is a variable that defines the qualified issues of a message. To create an appropriate concept, first, decide the target and subject matter for the design. Second, generate the IDV and DV then correlate and learn a variety of IDV and DV relationships. Third, based on the second step, determine possible concept directions. Fourth, define the purpose of design, design effects, and concept. Fifth, finalize a concept and design direction.

Conceptor Model