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  • Danielle Louise

Week 4 | The Self & Identity

Values & Equities; Giving Form to your Story.

Lecture notes

The self, Martin Hosken.
  • Economic choices has arrived in a model of human behaviour that can be summarised as us using either a System 1 or a System 2 response. System 1 is more automatic, unconscious, where we are more susceptible to the nudge. Whereas System 2 is our intellectual capacity to reflect, reason and make decisions, but it takes more effort.

  • Unconscious desires that has had such an influence upon the modern world. In Freud’s psychoanalytic model the predominant drive that determined our actions was always the sexual drive. Freud was convinced that it was the conflict between our sexual natures and theSuperEgo’s repression of such behaviours that lay at the heart of the human condition.

  • A key difference in outlook between Freud and Jung is that while Freud’s Id was seen as an independent agency from which emerges primitive desire, Jung’s psychic model was more like a geological structure where in a healthy individual the unconscious underpinned, supported and nurtured the ego.

  • The branding and advertising industries have embraced the archetypal asit gives a simplistic model for hooks upon which to sell goods and services.

In his book Modernity and Self-Identity, Anthony Giddens summarises her work to identify key themes that can encourage and develop a greater sense of self. They are as follows.

  • The Selfis seen as a reflective project for which the individual is responsible.

  • The Self-forms atrajectory of development from the past to the anticipated future.

  • The reflexivity ofThe Selfis continuous.

  • Self-identity presumes a narrative.

  • Self-actualisation implies the control of time.

  • The reflexivity ofThe Selfextends to the body as part ofan action system.

  • Self-actualisation is understood in terms of a balance between risk and opportunity.

  • The moral thread of self-actualisation is one of authenticity.

  • The love course is seen as a series of passages.

  • The line of development ofThe Selfis internally referential i.e. it depends upon

  • personal integrity.


How can graphic design enable you to communicate your core values at this moment? Looking at my practice and character as a designer, I will create a visual response that conveys me.

20 words I think depict my practice, character and values as a designer:

My words take into account my personality outside of design and within design. I feel these both differ as I would describe my design style as extroverted, yet I have an introverted personality. Some of these words are also very similar as well as being polar opposites but give a good overview of me.

Edited down; 5 words I think depict my practice, character and values as a designer:

It is difficult to edit down so many words I think are a big part of my character and practice. I chose these 5 as they are usually the words I use to describe myself as a designer. I would say I'm completely addicted to design. I try and put emotion into everything I'm creating - to give it meaning. I'm always dreaming. I'm always working with colour, it's probably one of the most important things in design. I strive to always be edgy in my work - in style and in the sense of living on the edge to push boundaries.

Mood boards

Edgy. Colour. Dreamer. Emotion. Addiction. I have created a mood board for each that I think shows some of my thinking behind choosing these words.

Edgy: I like design that breaks boundaries. That looks different to everything else. Whether this is using dark or vibrant colours, decorative text or abstract images. I love the edgy style to the work in this mood board.

Colour: I used to be afraid of using too much colour but now I experiment with it as much as possible. I have recently been taking colour inspiration from wildflowers and nature in general.

Dreamer: Being able to think of the possible and impossible. I love to dream up crazy ideas and take inspiration from fiction books, film and video games.

Emotion: Connecting with people. That is something I strive for. This mood board shows some examples of marketing and design that can cause an emotional connection with their target audience.

Addiction: Design addiction. I was first introduced to David Carson and Neville Brody's work which was my first really introduction to design - and I've been hooked ever since. I think many creatives are in someway addicted to what they do.

Visual Expression

To sum up my core values in one visual expression, I decided to take pictures of items in my office that I think represent each of my 5 words. I will then create one final outcome using these images.

Edgy: A piece of pottery that has an experimental style. Its is handmade - so completely unique - and uses a type of finish to cause this edgy style.

Colour: Dried wildflowers that use many colours.

Dreamer: Edge of plant. Or could it be a wave or another planet maybe?

Emotion: Edge of a vase. This creates a very abstract image that looks like a painting. The blue comes across as sadness but the yellow being hope.

Addiction: Close up of some lego. I do love lego, could this be my next addiction?

Final Visual Outcome

I have used these 5 images in a collage to represent my core values. I think this is an abstract outcome which is different to my usual design work - however I think it still shows my values and what I strive for as a designer.

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