MODULE 4 –

CONCEPTUALIZATION
 The Overview

Concept can be defined

as the starting point of the
creative process for a new
home/room design.
 The Overview
At the client meeting, in fact, you need to
have as much information as possible
regarding his/her lifestyle in general and
more specifically regarding preferred
colours, materials, needs, habits and
hobbies. Everything that can help to design
and create a final comfortable space for
the client just according to his/her needs.
The Module Objectives
1. Develop a more systematic
and analytical approach to
design problems through
conceptualization process.
The Module Objectives

2. Be familiar with basic

terminologies and interior
design concepts.
The Module Objectives
3. Know the process of
conceptualization as the
development of the
philosophy and concepts that
lead to a concrete design
idea.
The Module Objectives
4. Demonstrate competency in
the use of design fundamentals as
principal tools in establishing
design criteria and developing
the overall design process through
image boards.
 The Course Materials
[Link]
design-process/what-is-a-concept-board/

[Link]
[Link]
Design Philosophy

 ▪ guiding principle that sets the character

of the work of every designer
 ▪ based on the life experience, beliefs
and value system of the designer
 ▪ catch phrase composed of few words
that can be easily remembered and be
identified with the designer
Design Philosophy

 Promotion of Filipino architecture

 Creation of designs unique for every
client
 Climatically-adapted interiors
 Design as a story guiding principle that
sets the character of the work of every
designer
Design Rationale

 background which helped the designer to

arrive at the design
 includes discussion of the design
problem, historical background of the
client, design considerations and even the
philosophy of the design firm
Design Concept

 images, look or ambience of the interiors

you want to create
 occurs initially in the mind of the
designer, it is likened to something that is
tangible or that exists to be communicated
to others

Design Concept

 catch phrase derived from a noun or

adjective that best describes the look or
ambience of the space that the designer
would like to convey or based form the
client’s wishes
 expressed as a metaphor which vividly
creates a picture
Design Concept

 can be derived from a noun (a favorite

object)
 adjective (description of an object,
inspiration from a movie, character of a
peson)
 verb (expression of a certain movement)
Design Concept
 Ex: “Light and airy as the sky”
 “The studio is an explosion of
colors”
 “Bali garden inside the Crystal
palace”
 “ The attic room has the height and
gloom of the Ifugao hut”
 “The womb”
Design Brief/ Objective
 The direction the design will take
 A general statement that will allow
further exploration and development
of the design
Design Brief/ Objective
 It has two parts that answers :
a) What the designer will do and
b) What the successful design will
do (Hutchingson and Kamitz 1994:
41)
Design Brief/ Objective
 Ex: To design a chair based on the
principles of ergonomics that will
provide comfort and enhance the well-
being of the target users – preschool
children
Design Brief/ Objective
 Ex: Design and construct a portable
work surface that will also act as a storage
unit for pieces of drawing equipment while
not in use. In use, the unit must be free
standing; however it must fold to a smaller
size to make movement more
convenient (Hutchingson and Kamitz 1994:
44)
Design Style
 “language” or the “manner of
expression” that the designer will employ
 can be a product of a particular culture
(Filipino, Japanes, etc)
 an outgrowth of philosophy
(deconstructivism, post modernism,
functionalism, etc.)
Design Style
 translated as the “look” of the room,
furniture, furnishings and accessories
 may refer to period styles whether
historical or contemporary
 adapting one style helps unify the whole
design
Design Strategies
 specific and detailed steps or
solutions of the designer to answer the
design problem
 these solutions reflect the design
philosophy and substantiate the design
concept
Design Strategies
 Ex: Image
 ▪ paint murals of tropical
foliage on walls of the main dining
room

Design Strategies
 Ex: Maximum cooling
 ▪ adapt open lay-out to allow
the flow of wind
 ▪ use of permeable surface for
furniture as slatted-and-caned back to
permit free movement of air helpful in
cooling
Design Strategies
 Ex: Greens for solar protection
 ▪ employ plants to bar heat
of the sun from filtering into the
interiors
 ▪ use grass as ground covers
around the windows to absorb glare
 cooling

Design Strategies
 indicate materials and finishes of
building elements (floor, walls,
ceiling), furniture, lighting and
accessories to be used per area (living,
dining, lobby, doctor’s office) based on
the design concept

Design Strategies
 Ex:
Floor: wood parquet
Walls: wallpaper (arabesque
print)
Ceiling: Drop ceiling with wood
slats
Design Strategies
 Ex:
Furniture: Abaca, wood and
upholstered pieces
Lighting: Chandelier, pendant
lamps, recessed downlights
Design Strategies
 Ex:
Accessories: Glass vases,
decorative ceramic plates, wooden
picture frames, metal table décor, silk
flower arrangements, etc.
BASIS FOR
CONCEPT/
THEME
THE MODULE OBJECTIVES
1. Develop a more systematic
and analytical approach to
design problems through
critical thinking in the stages of
description, analysis and
evaluation.
THE DESIGN PROCESS

ANALYZE

Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
THE DESIGN PROCESS
Steps in the Design Process
• Define Problem
• Formulate Program
• Develop Concept
• Assess Alternatives
• Make Design Decisions
• Develop and Refine Design
• Implement Design
• Reevaluate Completed Design
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016. pg. 41
THE DESIGN PROCESS
Define Problem
1. Identify client needs.
• Who, what, when, where,how,
why?
2. Set preliminary goals.
• Functional requirements.
• Aesthetic image and style.
• Psychological stimulus and
meaning.
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016. pg. 41
THE DESIGN PROCESS
ANALYSIS
• be broken down into parts, that issues be
clarified
• values be assigned to the various aspects of
the problem
• gathering relevant information
• know the limitations
• often continues throughout the design
process
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
BASIS FOR CONCEPT/THEME
 Interview of Clients
A) Needs (daily activities, health issues, age, etc.)
B) Preferences/Desire (color, comfort, lighting,
furniture, space, etc.)
C) Lifestyle (sports, fitness, hobbies, travel, etc.)
D) Occupation
E) Personality
BASIS FOR CONCEPT/THEME
 Space
A) Function
B) Size & Dimension
C) Light & Ventilation
D) Limitations
THE DESIGN PROCESS
Steps in the Design Process
• Define Problem
• Formulate Program
• Develop Concept
• Assess Alternatives
• Make Design Decisions
• Develop and Refine Design
• Implement Design
• Reevaluate Completed Design
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016. pg. 41
THE DESIGN PROCESS

ANALYSIS

Collect Information Organize

Data Interpret Data
Summarize Data

Formulate Program
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
BASIS FOR CONCEPT/THEME
Tangible Characteristics
A) Elements of Design
B) Principles of Design

Intangible Characteristics (Emotions/

feelings)
BASIS FOR CONCEPT/THEME
Application/ Design Strategies
A) Wall Treatments
B) Floor
C) Ceiling
D) Furniture/Storage
E) Lighting
F) Accessories
THE DESIGN PROCESS
Formulate Program

What is desired?
•Identify user needs and
preferences.
•Clarify goals.
•Develop matrices, charts,
and adjacency diagrams.
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
BASIS FOR CONCEPT/THEME
 Interview of Clients
A) Needs
( daily activities – cooking)
( health issues – asthma)
( age – 50s)
B) Preferences/Desire
(color – achromatic)
(comfort - silk fabric)
(lighting – antique chandelier)
(furniture - Asian)
(space – no visible desk; no clutter)
BASIS FOR CONCEPT/THEME
 Interview of Clients
C) Lifestyle
(sports – swimming)
(fitness – gym)
(hobbies – blogger of cuisines, videoke)
(travel – New York)
BASIS FOR CONCEPT/THEME
 Interview of Clients
D) Occupation – Graphic Artist
E) Personality
- fashionista
THE DESIGN PROCESS
Formulate Program
What exists?
•Collect and analyze relevant
information.
•Document physical/cultural
context.
•Describe existing elements.
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
BASIS FOR CONCEPT/THEME
 Space – Studio Loft Apartment
A) Function - multifunctional
B) Size & Dimension – 25 sqm.; 4.0 m high ceiling
C) Light & Ventilation
- one wall with two rows of windows
- hot in summer
D) Limitations
- very small space
THE MODULE OBJECTIVES
1. Develop a more systematic
and analytical approach to
design problems through
critical thinking in the stages
of description, analysis and
evaluation.
THE DESIGN PROCESS
SYNTHESIS
From the analysis of the problem and its
parts, we can begin to formulate possible
solutions
● requires synthesizing—bringing together
and integrating—responses to the various
issues and aspects of the problem into
coherent solutions.
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
THE DESIGN PROCESS
SYNTHESIS
● Design requires rational thought based
on knowledge and arrived at through
experience and research.
● Evidence-based design seeks to create
better design outcomes by basing
decisions on credible research

Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
THE DESIGN PROCESS
Steps in the Design Process
• Define Problem
• Formulate Program
• Develop Concept
• Assess Alternatives
• Make Design Decisions
• Develop and Refine Design
• Implement Design
• Reevaluate Completed Design
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016. pg. 41
THE DESIGN PROCESS
SYNTHESIS
● Also playing important roles in
the design process are intuition
and imagination, which add the
creative dimension to the
otherwise rational design
process.
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
THE DESIGN PROCESS
Develop Concept
1. Brainstorm ideas.
• Diagram major functional and
spatial relationships.
•Assign values to key issues or
elements.
• Search for ways to combine
several good ideas into a single better
one. Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4 Ed. New
th

Jersey: John Wiley & Sons, Inc. 2016

THE DESIGN PROCESS
Develop Concept

1. Brainstorm ideas.
• Manipulate the parts to
see how a change might affect
the whole.
• Look at the situation from
different points of view.
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
THE DESIGN PROCESS
Develop Concept

2. Draft a concept statement.

•Verbalize the principal
design ideas in a concise
manner.

Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
DESIGN SOLUTION
DESIGN PHILOSOPHY HERE
 To accomplish a design that is
responsive to the client’s needs, lifestyle
and preferences in relation to the
space.
 To undertake a cost efficient and
sustainable design
DESIGN SOLUTION
DESIGN RATIONALE HERE
 Based from a relevant information on
the client’s needs, lifestyle and
preferences, the design is geared
towards a cosmopolitan appeal that is
generally reflective of the region.
DESIGN SOLUTION
DESIGN CONCEPT HERE
 The international sophistication of
the city of New York is the
inspiration of the design direction
that was based from tangible and
intangible aspects that make it a
globally cultural diverse space.
DESIGN SOLUTION
DESIGN OBJECTIVES HERE
 To interpret and achieve an exciting
and glamorous character associated
with travel and a mixture of cultures
through the design of the building
elements and other attributes of the
interior space.
DESIGN SOLUTION
DESIGN OBJECTIVES HERE
To integrate sustainable design process in
the project life cycle.
 Preference for more geometric forms of
furniture based on skyscrapers
 Neutral palette with one hue (yellow)
color scheme will be adopted based on
the yellow cab
DESIGN SOLUTION
DESIGN STYLE HERE
 An eclectic style that resonates
a cosmopolitan chic lifestyle that
embraces a global appeal and
flexibility of such a limited space.
CONCEPT/THEME
 “New York”
 Tangible Characteristics
A) Elements of Design
(skyscrapers - form, height) (brick townhouses - )
(city of lights - lighting) (industrial lofts - )
(yellow cab – color, pattern) (Brooklyn Bridge - )
(Guggenheim museum - )
(broadway - )
(fashion capital - )
(Statue of Liberty - )
 Concept Board - “New York” Empire
State Building

Brick
Townhouses
Skyscrapers

Lofts Statue of Liberty

Brooklyn Bridge

Designer Shops Yellow Cab Guggenheim Museum

CONCEPT/THEME
 “New York”
 Intangible Characteristics (Emotions/ feelings)
- “the big apple”
- cosmopolitan
- fast paced
- global
- first world
- thrill in shopping
CONCEPT/THEME
 Application/ Design Strategies
A) Wall Treatments
(feature wall -
B) Floor
C) Ceiling
D) Furniture/Storage
E) Lighting -
F) Accessories
THE MODULE OBJECTIVES
1. Develop a more systematic
and analytical approach to
design problems through
critical thinking in the stages
of description, analysis and
evaluation.
THE DESIGN PROCESS
Steps in the Design Process
• Define Problem
• Formulate Program
• Develop Concept
• Assess Alternatives
• Make Design Decisions
• Develop and Refine Design
• Implement Design
• Reevaluate Completed Design
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016. pg. 41
THE DESIGN PROCESS
Develop Concept
3. Develop schematic designs.
• Establish major functional and
spatial relationships.
• Show relative sizes and shapes of
important features.
•Develop several alternatives for
comparative study.
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
THE DESIGN PROCESS
EVALUATION

• Design requires a critical view of

alternatives and careful weighing of the
strengths and weaknesses of each
proposal until the best possible fit
between problem and
solution is achieved.
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
THE DESIGN PROCESS
EVALUATION

• Within a range of possible solutions,

each must be evaluated according to
the criteria set forth in the problem
statement and further clarified in the
problem analysis.

Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
BASIS FOR CONCEPT/THEME
Characteristics Elements
Fashion Capital of Design Design Strategies
A. Tangible Walls Floor Ceiling Furniture Lighting Accessories

Skyscrapers

Yellow Cab

Broadway

Guggenheim
Museum
Fashion Capital

Empire State
Building
IMAGE BOARD
DESIGN STRATEGIES
 FOR ACCENT WALL: Wall covering
with geometric design suggestive of
a bird’s eye view of New York’s
skyscrapers
 OTHER WALLS: light gray latex flat
paint
DESIGN STRATEGIES
FOR FLOOR COVERING: Carrara
Marble Rectangular slab (900cm
x 600cm)
 BORDER: Black marble (600cm x
400cm)
DESIGN STRATEGIES

 FOR CEILING DESIGN: Tray

ceiling in fiber cement board
finished with ivory flat latex
 TRIM: ¾” x 4” x 8’ flat
moulding in white flat enamel
DESIGN STRATEGIES

FOR WINDOW TREATMENT:

Motorized Roller blinds in
medium gray fabric (fire
repellant, hypoallergenic,
biodegradable, UV/ fade
resistant)
DESIGN STRATEGIES
 FOR FURNITURE: Modern
 Geometric Forms
 Neutral with One Hue (Yellow)
 Modern materials
 Three-seater sofa in white top grain
leather
 Metal and tufted leather armchair
 Yellow accent chair
 Marble and metal nest of tables
DESIGN STRATEGIES

 FOR LIGHTING
 Modern materials: Glass and
steel
 Free form
DESIGN STRATEGIES

FOR ACCESSORIES
 Geometric patterns
 Achromatic Scheme
 Global/ International
 African Masks
 Ethnic Pottery
BASIS FOR CONCEPT/THEME
Characteristics Elements
of Design Design Strategies
B. Intangible Walls Floor Ceiling Furniture Lighting Accessories

cosmopolitan

global

first world

Fashion capital
BASIS FOR CONCEPT/THEME
cosmopolitan (Entry 1 of 2)
1: having wide international sophistication :
WORLDLY
Greater cultural diversity has led to a more
cosmopolitan attitude among the town's
younger generations.
2: composed of persons, constituents, or
elements from all or many parts of the world
a city with a cosmopolitan population

[Link]
DESIGN STRATEGIES
 FOR ACCESSORIES
 Cosmopolitan – Geometric patterns suggestive
of a modern universal theme; Achromatic
Scheme as a sophisticated palette for display of
art
 Global – artworks & potteries from different parts
of the world
 First World – High-tech materials (lighting)
 Fashion capital – signature patterns from fashion
brands were adopted into interior furnishings
DESIGN STRATEGIES
 PRINCIPLES OF DESIGN
 UNITY – Skyscrapers interpreted thru a
cohesive geometric patterns suggestive
of a modern universal are integrated
into the wall covering, throws and area
rug; Achromatic Scheme as a
sophisticated palette for display of art;
Global –
DESIGN STRATEGIES

 PRINCIPLES OF DESIGN
 EMPHASIS – Geometric patterned wall
covering at center of feature wall
suggestive of skyscrapers serves as a
focal point for a modern appeal
DESIGN STRATEGIES

 PRINCIPLES OF DESIGN
 SCALE – large geometric patterned
wall covering at center of feature wall
suggestive of skyscrapers serves as a
focal point for a modern appeal
DESIGN STRATEGIES
 PRINCIPLES OF DESIGN
 CONTRAST - Achromatic Scheme
of black & white as a
sophisticated palette for display of
art; Circular center table breaks
monotony of geometric forms of
furniture
BASIS FOR CONCEPT/THEME
BASIS FOR CONCEPT/THEME
BASIS FOR CONCEPT/THEME
THE DESIGN PROCESS
Steps in the Design Process
• Define Problem
• Formulate Program
• Develop Concept
• Assess Alternatives
• Make Design Decisions
• Develop and Refine Design
• Implement Design
• Reevaluate Completed Design
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016. pg. 41
THE DESIGN PROCESS
EVALUATION
Make Design Decisions
1. Combine the best design elements into the
final design.
• Draw preliminary plans.
• Construct scale drawings.
• Show important interior architectural
details
(e.g., walls, windows, built-in elements).
Ching, Francis D.K. & Corky Binggeli. Interior Design Illustrated, 4th Ed. New
Jersey: John Wiley & Sons, Inc. 2016
THE DESIGN PROCESS
THE DESIGN PROCESS

Interior Wall Elevation