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A
V.2.0
DECONSTRUCTIONCREATIVE FRAMEWO
b
TO BREAK STEREOTY
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INTRODUCTION
WELCOMETO DECONSTRUCTION
WHAT IS DECONSTRUCTION?
Deconstruction is a tool to question ste-
reotypes, traditional ideas and popular
views by opposing them and exploiting
their visual representation.
During the late 60s, the French philosopher Jacques
Derrida rst used the word Deconstruction in one of his
most recognized works: On Grammatology.The Deconstructive discourse questions the tradition ofthe Western civilization to use metaphors in speech and
writing. Derrida said that during the “translation” from
speech to writing or viceversa the layers that compose a
message can get lost during this process generating mul-
tiple interpretations of a same idea or even contradictingitself. Deconstruction became, in the following years,
a critical tool to attack the neutrality of the signs and
conclude on the importance of aws and imperfections in
a traditional layered structure.
WHAT IS A FRAMEWORK?
WHAT IS CARD SORTING?
This workbook includes a set of step-by-step
instructions for a quick start to completing a
design challenge by using the Deconstructive
Framework and applying it as a creative tool
inside the studio class.
Jakob Nielsen
Usability Testing for the 1995 SunMicrosystems’ Website
A framework, is a platform for d eveloping ideas and pro-
vide foundation on which designers can create and gen-
erate solutions. For example, a framework may include
a set of tools or functions that can be used to gatherinformation, do research or identify issues.
Card sorting is a simple technique in user experience
design where a group of users are guided to generate acategory tree. It is a useful approach for designing infor-
mation architecture and workows. Card sorting has a
characteristically effective but low-tech approach.
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Guggenheim MuseumFranks GehryBILBAO1997
One of the most admired works of contemporary architecture, t
has been hailed as an important moment in the architectural cu
The museum is seamlessly integrated into the urban context, uninterconnecting shapes of stone, glass and titanium on a 32,500
ter site along the Nervión River in the old industrial heart of thegalleries are irregularly shaped and can be identied from the otheir swirling organic forms and titanium cladding.
Template GothicBarry DeckEMIGRE INC.1990
This font was widely used by the end of the 1990s, representinic of imperfection during the grunge era. This typeface reects tlanguage of an imperfect world, inhabited by imperfect beings in
Deck’s own words.
Jacket
Martin MargielaArtisanal (0) CollectionFALL/SUMMER 2012
PaintingRene Magritte“La trahison des images”1928 - 1929
The Artisanal collection is one of the 11 collections from Maison
Margiela. The Maison gives a second life to collected used garmaccessories, protecting the traces of the passage of time and usMargiela members transform these garments by hand, what resunique pieces, each as exclusive as the materials they were mad
A painting by the Belgian René Magritte, painted when Magritte
years old. The picture shows a pipe. Below it, Magritte painted, “pas une pipe.”, French for “This is not a pipe.”The famous pipe. How people reproached me for it! And yet, could y
pipe? No, it’s just a representation, is it not? So if I had written on my
is a pipe”, I’d have been lying!
His statement meand that the painting itself is not a pipe. The pmerely an image of a pipe. Hence, the description, “this is not a p
She is the head designer of Commedes Garçons. The materials are often
draped around the body and feature,unnished edges with holes and ageneral asymmetrical shape. Shecreated an uproar at her debut show
where fashion journalists labeled herclothes ‘Hiroshima chic’.
Was a French philosopher, bornin French Algeria. He developed a
form of semiotic analysis known asdeconstruction.His work was labeled as post-structuralism and associated with
postmodern philosophy.
His works are cited as being amongthe most important works of
contemporary architecture. Muchof Gehry’s work falls within the styleof Deconstructivism, often referredto as poststructuralist in nature
for its ability to go beyond currentmodalities of structural denition.
Jacques Derrida(Philosopher)
Rei Kawakubo(Fashion Designer)
Frank Gehry(Architect)
1 2 3
American graphic designer, artist andeducator. He created the OutWest
type in 1993 by hand. It has a 15degree ellipse.His hand design stylehas been described as “American folkart typography.”
Her buildings are distinctivelyfuturistic, characterized by curvedforms with elongated structures
and multiple perspective points andfragmented geometry that for someevoke the chaos of modern life.
She has sought to raise challengingand important questions about the
role and representation of women insociety, the media and the nature ofthe creation of art. Sherman works inseries, typically photographing herself
in a range of costumes.
Zaha Hadid
(Architect)
Ed Fella
(Graphic Designer)
Cindy Sherman
(Photographer)4 5 6
DECONSTRUCTION INTHE CREATIVE FIELD
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THE CREATIVE PROCESS OF
DECONSTRUCTION
+
ANALYZE
+
QUESTION
2
ASSUMPTIONSCONTRADICTIONS
1
PAIR
BINARY
DECONSTRUCTION
3
EXPLOITSIGNS
+
REPRESENT
=
ITERATE
DESIGN CHALLENGE
IDEA
START:
END:
The process starts with a design challenge and goes through three
stages: Pair Binary, Assumptions and Contradictions, and Exploit
Signs. Then moves from nding stereotypes, to generate results
based on new insights and ideas.
INTRODUCTION
UNDERSTANDINGTHE CARDS
Every card is color coded; the darker the colorin the top bar, the higher the stage. On the
sides you will nd a blue or orange semicircle
with a number or a plus sign indicating what
type of cards you can link with the current one.
In the back, you will nd the denitioexamples and the linking options for
1
+OperatorQuestion
1
2
l
l I l
arbitraryrelationship
of l
l
l
l
(symbol)
l
Question
Two elements that have and arbitrar
relationship between them. In orderto understand them its important to
what they stand for.
Denition:
Nodding the head is an arbitrary relat
of saying yes.
A whale is an arbitrary relationship o
thing very heavy.
The word “cloud” is an arbitrary relati
of a cloud.
Example:
On each side: One Binary element
Bottom: Assumption/Contradiction
Connect:
Process color Description of the tool
Applied examples of the tool
Linking options with other cards
Name of tool
Type of tool
Name of the process
Type of process
Linking cards
1
2 3
4
5
6
1 7
8
9
7
8
9
52
63
4
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INTRODUCTION
DISCOVERINGTHE CARD DECK
Stage cards (in different shades of orange) help you nd
conclussions and insights while being a base for each one of th esteps in this process.
Operator cards (in different shades of blue) will guide you throughthe process and will connect one stage with another.
Assumption/Contradiction
+ +
+
3
2Stage
what?how?why?where?when?
3StageExploitSigns
+ +
2
by...
1StageBinary
++
Custom binary element
Create your own binary element. It can be
anything;a word, a photo or a drawing
1StageBinary
++
Custom binary element
Create your own binary element. It can be
anything;a word, a photo or a d rawing
BINARY PAIRING STAGE ASSUMPTION STAGE EXPLOIT SIGNS STAGE1 32
The cards in this framework are divided in two
types of processes: Stages and Operators.
+OperatorRepresent
3
+
3
+
attach(fragmentation)
+OperatorRepresent
3
+
3
+
duplicate(quotation)
+OperatorRepresent
3
+
3
+
repetition
+OperatorRepresent
3
+
3
+
break down
(decompose)
Repr
3
+
in
+OperatorRepresent
3
+
3
+
deny
+OperatorRepresent
3
+
3
+
separate(disjunct)
Repr
3
+
REPRESENTING OPERATORS
+OperatorAnalize
2 2
+ +
style
+OperatorAnalize
2 2
+ +
function
Anal
2
+
s
+OperatorAnalize
2 2
+ +
meaning(semantics)
+OperatorAnalize
2 2
+ +
signs(semiotics)
Anal
2
+
ANALIZING OPERATORS
1
+OperatorQuestion
1
2
dependsupon/on
1
+OperatorQuestion
1
2
is causedby
1
+OperatorQuestion
1
2
over
1
+OperatorQuestion
1
2
abstractconcept of
(metaphore)
1
+OperatorQuestion
1
2
specialcase of
1
+OperatorQuestion
1
2
arbitraryrelationship
of(symbol)
1
+OperatorQuestion
1
2
resembles(icon)
1
+OperatorQuestion
1
2
indicates(metonyms)
1
+OperatorQuestion
1
2
subordinateof
1
+OperatorQuestion
1
2
oppositeof
QUESTIONING OPERATORS+
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LEARNING HOW TOUSE THE FRAMEWORK
1StageBinary
++
Custom binary element
Create your own binary element. It can be
anything;a word, a photo or a drawing
1StageBinary
++
Custom binary element
Createyour own binary element. It can beanything;a word, a photo or a drawing
1StageBinary
++
Custom binary element
Create your own binary element. It can be
anything;a word, a photo or a drawing
1StageBinary
++
Custom binary element
Create your own binary element. It can beanything;a word, a photo or a drawing
Jacket
Jacket 1
+OperatorQuestion
1
2
arbitraryrelationship
of(symbol)
STAGE: BINARY PAIRING
STAGE: ASSUMPTION/CONTRADICTION
1
2
In this case, two custom binary element cards wereused. You can write, paste images or draw on them to
create your own binary.
The only card in this stage invites you to ask questionsabout the constructed binary.
Within this stage, you will nd several stereotypes andcommon views in your binary.
In this example, the rst analyzelinked to the Assumptions/Contcard is style. Ask yourself how yolook, in this case a jacket. What a
like? From what materials it is maelements are visible? What visibconform a jacket?
A question operator card was picked to dene a rela-tionship between both elements. It is important to writedown on the workbook all the ideas and reasons thatcome up during the entire process.
1
3
4
2
Assumption/Contradiction
+ +
+
3
2Stage
what?how?why?where?when?
Assumption/Contradiction
+ +
+
3
2Stage
what?how?why?where?when?
+OperatorAnalize
2 2
+ +
style
STAGE: EXPLOIT SIGNS
5
+OperatorAnalize
2 2
+ +
function
+OperatorAnalize
2 2
+ +
signs(semiotics)
After you ask and answer your qthe rst operator select two mor
cards and repeat the process, fo
What is a jacket for? Why do wedo we use a it? What elements m
How do you differentiate a jackeclothes?
You must create your own quest
answer them with stereotypes othings from your binary:
What is a jacket for?
To protect me from the weatheWhy do we use it?
Its material is thick and makes How do you reference a jacket f
clothes?The thickness of the material, aor buttons.
The Exploit Signs card will help
the stereotypes you have found
For example, the Representoperators attach (fragmentation(disjunct) and break down (decom
used to exploit the stereotypes.
How can you decompose a Jack
Is there a way to fragment the p jacket?How can the material befragmeattached?
It there a way to disjunct how a j
6
Assumption/Contradiction
+ +
+
3
2Stage
what?how?why?where?when?
+OperatorAnalize
2 2
+ +
style
3StageExploitSigns
+ +
2
by... +OperatorRepresent
3
+
3
+
attach(fragmentation)
+OperatorRepresent
3
+
3
+
break down(decompose)
+OperatorRepresent
3
+
3
+
interrupt(disjunct)
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GLOSSARY
BINARYSomething that has or is composed by two
parts
The Binary system used in computers represents
numeric values using two symbols: 0 and 1
In this framework: a binary is an idea
composed by two elements that have a shared
relation
OPERATORA symbol or word used to connect two or more
elements in a valid way, such that the sense ofthe compound produced depends only on the
original ideas
Daniel went to the mall and did Lina too
EXPLOITTo take advantage of something
In a video game, the use of a bug or glitch by
a player to their advantage in a manner not
intended by the game’s designers
In this framework: the end of the
Deconstruction process is to take advantage of
the stereotypes found to create new ideas
ELEMENTAny of the distinct objects that make up a col-
lection of objects.
A petal is one element of a ower.
In this framework: an element is one of two
cards that compose a binary.
STEREOTYPEIs a a group belief that may be adopted about
certain ways of doing things, but may not accu-rately reect reality.
Mice are frequently portrayed in animated movies
as shy and physically frail, often bookish, nerdy
and wearing glasses
STAGEThe course of completing a discrete objectiveor a point of progress.
REPRESENTA type of recording where something is de-
scribed in a medium.
Both a photo of a house and a child’s drawing of a
house would be considered a representation of a
house.
1 + + 2 +1 3
“Everything is arranged so that it beway, this is what is called culture.”
Jacques Derrida
A Certain “Madness” Must Watch Over Thinking
PLAY
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STAGE 1
BINARYPAIRING
The objective of this stage is to fnd two elements that
share a logic relationship. The union of both elements with a
Questioning Operator generates a Binary.
Place in this space the rst element you selected from the
Binary Deck.
Place in this space the Question
Operator you selected from the
Operators Deck.
Select two elements from the Binary deck.Both elements MUST have a relationship
between them. You will dene thisrelationship in the next step.
From the Question deck, select theOperator that denes how both elements
relate to each other.1 2
Step Step
1 +
Place in this space the second element you selected from the
Binary Deck.
Write down how and why both elementsinside the Binary Pair relate to each other.
Use as much detail as you want.3
Step
S t a g e
1
1 1+
Write here the resasons you decided to build thi
1
Use this space for your notes
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Writte, doodle, skecth, have fun ... Deconstruct!Writte, doodle, skecth, have fun ... Deconstruct!
S t a g e
1
1 1+
Use this space for your notesUse this space for your notes
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STAGE 2
ASSUMPTIONSCONTRADICTIOS
Now that a Binary Pair has been dened, in this stage you will
dene the Assumptions or Contradictions inside the binary.By using Analyze Operators you will fnd stereotypes inside
the Binary Pair.
Place in this space the
Assumption/Contradictioncard
Place in this space one of the
Analize Operator you selected
from the Operators Deck.
Operator 1Stage 2
With the Binary Pair dened, use theAssumption/Contradictioncard to
connect with the Question Operators.
Select up to 3 different AnalyzeOperators and place them next to the
Assumption /Contradiction card.1 2
Step Step
2 +
Operator 2 Operator 3
Place in this space one of the
Analize Operator you selected
from the Operators Deck.
Place in this space one of the
Analize Operator you selected
from the Operators Deck.
Mark the Operators used in this processin the bottom of the left page.
Make a list of the stereotypes you the Binary by using the Analyze Ope
and write them in the columns on tothis page.
3 4Step Step
2+
S t a g e
2
Write here the Stereotypes you found:
+ +
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2+
S t a g e
2
Writte, doodle, skecth, have fun ... Deconstruct!Writte, doodle, skecth, have fun ... Deconstruct!
Use this space for your notesUse this space for your notes
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STAGE 3
EXPLOITSIGNS
In this stage, you will generate working conclusions. By using
the Represent Operator, the stereotypes found on Stage 2 willbe exploited and represented outside fxed visual ideas.
Place in this space the
Exploit Signs card
Place in this space one of the
Represent Operator you selectedfrom the Operators Deck.
Operator 1Stage 3
With the Binary Pair dened, and the
Assumptions/Contradictions listed, l inkthem using the Exploit Signs card
Select up to 3 different RepresentOperators and place them next to theExploit Signs card. Read the denitionsand the examples on the back of the card.
1 2Step Step
3 +
Operator 2 Operator 3
Place in this space one of the
Represent Operator you selectedfrom the Operators Deck.
Place in this space one of the
Represent Operator you selectedfrom the Operators Deck.
Considering the Representation Operators,
sketch or write how can you use it to generatea nal idea based on the Deconstruction ofyour original Binary Pair.
3Step
3+
S t a g e
3
Use this space for your notes
+ +
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3+
S t a g e
3
Writte, doodle, skecth, have fun ... Deconstruct!Writte, doodle, skecth, have fun ... Deconstruct!
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THESTRUCTURE
Write down each one of the cards you
used during the last 3 stages.
This structure will help you see how thestages and operators relate to each other
and generate a nal idea.
3StageExploitSigns
+ +
2
by...
Assumption/Contradiction
+ +
+
3
2Stage
what?
how?why?where?when?
BinaryElement 1
BinaryElement 2
AnalyzeOperator 1
AnalyzeOperator 2
AnalyzeOperator 3
RepresentOperator 1
RepresentOperator 2
RepresentOperator 3
Operator
Use this space for your notes
Writte, doodle, skecth, have fun ... Deconstruct!
1 1
2
3
+
+
+
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1 + + 2 +1 3
This framework is a Graduate Thesis project by Daniel Echeverri as
part of his Master of Fine Arts in Visual Communication Design atKent State University.
This license allows for redistribution, commercial and non-com-
mercial, as long as it is passed along unchanged and in whole, withcredit to the creator.
Made with Lato font family by Łukasz Dziedzic.
Except where otherwise noted, this work is licensed under
http://creativecommons.org/licenses/by-nd/3.0/
A DECONSTRUCTIONBASED CREATIVE FRAMEWORKTO BREAK STEREOTYPES | V.2.0
W W W . D E C O N S T R U C T . I N