Thesis Blog

The Design Deck: Thesis Statement

My thesis project has been a gratifying, challenging, eye-opening experience. I began the project with the simple intent of exploring graphic design education in an unconventional, approachable way, and then it took on a life of its own. The end result is The Design Deck: a Playing-Card Guide to Graphic Design. In my Thesis Statement, I will reflect on my project through a number of sections, including: my goals, research process, design process, Kickstarter campaign, and future plans.

My Goals:

The Design Deck got its start in January of 2014. I had been researching graphic design education techniques for the four months previous, but had been planning to use the research to create a middle-school curriculum. I decided that the content would be better suited to a simpler, more accessible medium (and one that would be feasible to create without having my Phd in education theory), and the idea of a deck of cards rose to the top. 

My main goal for the deck was to have it deliver concise, practical information about graphic design in a way that non-designers could enjoy and understand. We are all surrounded by graphic design every day, and I believe that is is a hugely important skill that most people could benefit from knowing more about. But design is strangely underrepresented in most streams of education, and people know nothing about about it, let alone how to do it themselves. I wanted to defy that convention, and make a graphic design learning tool for the masses. 

The other goal was to have the deck be beautiful. No one is going to want to learn about graphic design from a deck that is poorly designed, so it was a top priority. Also, I knew that if this product was to have any commercial success, it would have to look very attractive and professional. Profit was obviously not the point of the thesis, but I thought it could be a fortunate side-effect if I did the cards well enough. 

My final goal was to learn more about graphic design myself. While I have been practicing design for a few years, I still have a lot to learn, and I thought this would be a great opportunity to expand my knowledge base and discover more about the whole field of graphic design.

The Research Process:

I had been researching for four months before I began focusing on the Design Deck, so I already had a lot of material and direction. There is an impressive amount of literature on the practice and theory of graphic design, much of which I either had in my collection, or had read during my previous classes at McMaster. I perused through eight books on graphic design and typography, documenting the choicest bits of information that I thought would work well in the deck. After that, I synthesized the information I had accumulated, and started shaping it into a coherent collection that would cover most of the essentials of graphic design. Throughout, I did supplementary online research to fill any knowledge gaps that appeared. After I had accumulated 52 pieces of what I deemed to useful design information, it was time to start designing.

The Design Process:

Being a type nerd, the first decision I made about the design deck was what typefaces to use. The typeface has a huge impact on the overall aesthetic of any design, so I deliberated about my choice for a while. They two fonts I ended up choosing were:

  • DIN Pro (DIN Light, DIN Medium, DIN Condensed)
  • Adobe Garamond (Adobe Garamond Italic)

These are two elegant, subtle fonts that would lend themselves well to my design. As for colours, I chose red, gold, black, and white. And the shape elements I chose were simple lines, boxes, and circles. These all harken back to traditional card design, but I arranged them in a modern visual style. I thought it would be an interesting juxtaposition to have classic playing card elements used on my clearly unconventional cards. After coming up with the initial designs, I sought the opinions of many of my friends and fellow designers, took their critiques into consideration, and settled on a final design.

The Kickstarter Campaign:

On Professor Hamilton’s excellent recommendation, I launched a Kickstarter campaign to raise funds for the production of the cards, and to garner public interest in the idea. I treated the campaign as an integral part of my thesis—an exercise in advertising and marketing, which is an essential part of graphic design. I filmed a video, wrote and designed the Kickstarter “storyline”, crafted press releases to send out to news and design websites, and tried to make as attractive a campaign as possible. I set my goal at $600, and was delighted to have it met in under 20 hours. Three weeks later, at the time of writing, funding has reached over $7,800, or 1290% of my goal. The project was written about by DesignTaxi—one of the biggest design websites, and by a popular curated goods website called Cool Material. The campaign has gone beyond what I ever expected, and I am thrilled to be able to deliver the Design Deck to over 300 people. 

Future Plans and Conclusion:

The Kickstarter campaign is ending in a week, but I plan to keep the momentum going by opening an e-commerce website so people can still purchase the Design Deck. The funding has gotten up to a sufficient level that I’ll be able to produce 2500 copies of the deck, made by Bicycle®, which should keep the world supplied for a while. 

In conclusion, I think I have achieved my goal of creating an attractive deck of cards that can teach design to the public in an accessible way. It was a tremendously rewarding experience, and my first venture into entrepreneurialism gives me a hankering for more. I think it is an exciting idea that the world can potentially understand and appreciate the art of graphic design, and I hope to help make it a reality with the Design Deck. 




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