Hi, I'm Luca Gaverina.
BA Product design at Politecnico di Milano (2009-2012)
MA Product Service System Design at Politecnico di Milano (2012-in progress)

ATTRIBUTE 1: Simplicity
I find that this is my most upcoming caratheristic, both when it comes to design something and when I have to deal with unrelated stuff: i.e. I tend to be really synthetic when writing a thesis or an article, because I find it better to describe with ease the important things only.

ATTRIBUTE 2: Intuitiveness
Studying as a product designer I most of the time felt that the user would have to be in the center of the attention, and that the design should help people to understand how an object work by the way it looks. I here repropose one of the most famous Fukasawa products: a CD player activated by pulling a simple rope: simple and intuitive.

ATTRIBUTE 3: Modularity
This probably comes from my childhood: I've always been a huge fan of Legos, and the way in which simple objects which are quite all the same can create such amazing constructions. I feel that, in design, modularity is often a clever option that can bring a hint of that amazement i felt as a kid.

1) Simplicity
In order to simplify something I'd try to transform the main shapes in which the object/artwork is made into simpler ones; I'd reduce the color palette and try to make the composition more balanced and tidy.

2) Intuitiveness
In order to improve the intuitiveness of the object/artwork I'd try to make its purpose easier to understand, in order to make it clear since the first glance; I'd try to shape it thinking about how the user would approach it, in order to improve his experience.

3) Modularity
In order to make the object/artwork modular I'd try to find a way to build/compose it with a singular simple part, which, repeated a specific number of times, could recreate the composition without completely destroying its starting shape and perception.

I choose as a paradigmatic image the cover of The Killers' album named Battleborn, because that's one of my favourite album from one of my favourite bands. Starting from that image, I applied the three rules in this order: simplicity, modularity, intuitiveness.

I simplified the image in geometric shapes, filled with plain colors or simple gradients.

I made it modular using a pattern made of grill-disposed circles (in the same way in which The Killers' logo is made)

I made it intuitive by making it clear that this is a CD cover, so it would be easy to understand just at the first glance.

THEME
I chose to design the cover of "Little Red Riding Hood" fable

CATALYST
As a catalyst, I chose the top view of "Winterfell Castle", as it is described in Martin's book "Songs of Ice and Fire"

PARADYGM: 1st impression
I assigned a part of the cover to every single element of the catalyst.

PARADYGM: logical connections
I assigned a part of the cover to every single element of the catalyst.

ATTRIBUTES: rules update

HOW TO DRAW
Simplicity:
- Keep a smooth surface
- Try to use simple shapes (circles, squares, triangles...)
- Reduce the colour palette
Intuitiveness:
- Reconduct the image to its archetype (draw like a child would do)
Modularity:
- Recreate the original shape by putting together other little shapes

HOW TO ROTATE
Simplicity:
- Rotate at a multiple of 45°
- Align objects with the canvas borders
Intuitiveness:
- Rotate in clockwise direction
Modularity:
- Rotate all the objects at successive raising spins
- Multiply the same image rotating it every time more

HOW TO ORGANIZE SPACE
Simplicity:
- Move objects in order to make the space tidy and balanced
- Keep images at the same distance
- Keep an overall simmetry
Intuitiveness:
- Position the objects from the bigger to the smaller
- Position the objects from left to right
- Use a clockwise disposition of the objects
- Eliminate horror vacui
Modularity:
- Recreate the image using small reproductions of itself
- Fill the space with the same images

HOW TO JUXTAPOSE
Simplicity:
- Juxtapose objects by accosting linear surfaces
Intuitiveness:
- Bigger objects in the centre
- Try to juxtapose objects like puzzle pieces
Modularity:
- Juxtapose in order to create other shapes

SCENARIOS/VARIATIONS

INSPIRATIONAL VIDEO

Jurassic Park - The Chaos Theory

I chose this particular clip from one of my favourite movies because I think it describes well how I feel about Generative Design (with some explanations needed).
In fact here Dr. Grant talks about Chaos Theory, or in a few words, the theory for which a flap of a butterfly here could create a tornado on the other side of the world. That's it: unpredictability united to the fact that everything is connected, all specificly conducted by precise rules.
In Generative Design we use rules that create an apparent chaos on the project, it's difficult to perceive the application of an algorythm on the finished object. Chaos is only on the surface, nothing is truly random: yet both chaos theory and generative design are appealing and fascinating.