TODAY'S AGENDA · WEEK 01
Research & Ideation Tools
A
Mind mapping, mood boarding, and how designers think
Critique Framework
B
How we talk about design — the vocabulary you'll use all semester
Research &
Ideation Tools
Mind mapping · Mood boarding · How designers think
MIND MAPPING · VISUAL BRAINSTORMING
A mind map is a visual thinking tool that lets you explore all possible directions from a How to Mind Map
single starting idea.
Write the core problem in
the centre
Branch outward — every
Tone
related concept
Do not judge — write
everything
Audience Colour
DESIGN Draw sub-branches from
PROBLEM each branch
Highlight the strongest
clusters
Related Things Use it to write your creative
Typography direction
Competitors
MOOD BOARDING · DEFINING THE VISUAL DIRECTION
What is a mood board?
A curated collage of images, colours, textures, type, and
references that communicates the VISUAL FEELING of a
project — before a single pixel of design is created.
A good mood board defines:
Color palette and emotional tone
Typography direction — serif? sans? display?
Photography or illustration style
Texture and pattern language
Overall aesthetic — minimal, bold, warm, cold?
Graphic Design & Illustration · Air University Islamabad Simulated mood board grid →
WHAT MAKES A GREAT MOOD BOARD · DOS AND DON'TS
DO DON'T
Do not copy the first result from a Google image search —
15–25 images that ALL point in the same direction
it looks lazy
Mix image types: photography, typography, texture, Do not include images just because they are beautiful if
colour, illustration they don't fit
Label colour swatches with hex/CMYK values extracted Do not use low-resolution images — they undermine the
from your references professional quality
Present at a consistent scale, no tiny images next to huge Do not present a mood board without explaining your
ones reasoning
Include type samples to show the typographic direction Do not mix 3 completely different moods on one board —
you intend pick one direction
Write a 2-sentence visual language statement: 'This brand
feels ___'
RESEARCH & IDEATION TOOLS
Two tools, one purpose: think before you make.
Mind Mapping
Maps the entire territory of a brief. Generate every possible direction before choosing one. Works on paper, fast, no rules.
Mood Boarding
Defines the visual language. Curates the feeling of a project before execution. Prevents costly misunderstandings with
clients.
Both tools together
Mind map first to find directions. Then mood board to define the visual feel of the strongest direction. Then and only then,
open software.
The Design
Critique
Framework
How we talk about design · Vocabulary you will use every week
THE DESIGN CRITIQUE FRAMEWORK · DESCRIBE → ANALYZE → INTERPRET → EVALUATE
We use this framework every time we review work. It applies to your own work AND to analysing design you
encounter.
DESCRIBE ANALYZE INTERPRET EVALUATE
How well does it
What do you see? How is it organised? What does it mean?
work?
What feeling, message, or Now make a judgement.
State what is literally present Identify the design principles
idea does the design Does it achieve its stated
— shapes, colours, at work: hierarchy, balance,
communicate? What is the purpose? Is it effective for
typefaces, images, layout rhythm, contrast, alignment,
intended effect on the the intended audience and
structure. No opinions. No proximity, white space.
viewer? What connotations context? Be specific about
judgement. Just observation. Name them specifically.
do the choices carry? why.
THE FRAMEWORK IN PRACTICE · WORKED EXAMPLE
Subject: A fictional street food brand logo — bold red wordmark, outlined circular emblem, hand-drawn style
lettering.
A bold red wordmark in hand-lettered style. Circular emblem framing the text. Two weights of lettering — thick
DESCRIBE
and thin. No images, icons only type and geometric shape.
Strong contrast between thick and thin strokes creates hierarchy. Circular frame provides containment and
ANALYZE
balance. Red creates high visual weight and urgency. Hand-drawn style feels informal and approachable.
The design communicates energy, warmth, and authenticity. The hand-drawn quality suggests artisan
INTERPRET
craftsmanship rather than mass production. Feels like street food — fast, bold, trustworthy.
Highly effective for its context. The hand-lettered style differentiates from corporate food brands. Red drives
EVALUATE appetite response (psychological). Works at small sizes on packaging and large scale on a van. Memorable and
distinct.
CRITIQUE CULTURE · HOW WE BEHAVE IN THIS CLASSROOM
The design critique is the core learning environment of this course. How we engage in it determines how fast
everyone grows.
We critique the WORK, not the person
'This type hierarchy isn't clear' not 'you don't understand typography'. The work is always the subject of critique.
Defend with evidence, not emotion
If you disagree with feedback: present a design reason. 'I used this weight because...' not 'but I like it this way'.
Specificity over vagueness
'The body text is too small at 8pt for a poster viewed from 1.5m' is useful. 'The text doesn't look right' is not.
Receive feedback like a professional
Listen fully. Don't interrupt. Write it down. Ask clarifying questions. Say thank you. Then make your own decision.
Everyone participates — no spectators
Critique is a muscle. Watching others critique does not build yours. You must speak, question, and engage every session.
Build a mind
map. Now.
Brief: You are designing a poster for a student design exhibition at Air
University.
→ Take a piece of paper and draw a mind map.
→ Aim for at least 20 branches and subbrances.
→ We will share and compare after.