Subject: Design I

Scientific Area:



80 Hours

Number of ECTS:




Overall objectives:

1 - Craft visual sensing, spatial awareness, keen observation skills.
2 - Foundational drawing, composition, visual perception, modeling and craftmanship skills.
3 - Accurately capture visual information through drawing.
4 - accurately read scale, proportion, feature details, composition, and colour of 3D artifacts.
5 - Analytical drawing skills including isometric and orthographic drawing techniques.
6 - Master pencil and copic drawing and product sketching techniques including learning to draw high quality lines and strokes with accurate pressure and spacing manipulation.
7 - Understand how altering artifact intrinsic features individually or in combination impacts the intended communication of an artifact.
8 - Acquire basic concepts of shape coding, product semantics and colour theory.
9 - Read colour information and understand the impact of colour on product communication.


1 - Introduction to visual sensing, visual perception, and spatial awareness.
2 - Shape composition and visual information arrangement techniques.
3 - Perceiving artifact scale, proportion, & shape.
4 - Introduction to basic drawing skills: pencil drawing.
5 - Introduction to analytical drawing: orthographic and isometric projection techniques.
6 - Line drawing techniques: horizontal, vertical, inclined lines.
7 - Geometric forms and planes: cube form composition, planar shapes, stripes, & architectonic composition.
8 - Isometric and Orthographic drawing: introduction to foundation theory and technique.
9 - Circles and ellipses: drawing curves.
10 - complex forms: orthographic / isometric drawing representation of composite geometric forms.
11 - Object drawing: orthographic / isometric drawing of handheld artifacts.
12 - Introduction to shape coding theory.
13 - Introduction to hi-fidelity analog rendering: product sketching.
14 - Introduction to visual representation: reading and representing product geometry through material, texture, and light reflective properties.
15 - Visual benchmarking techniques for product detailing: semantic moodboards.
16 - Technical representation: capturing product intrinsic features by attributing dimensions & technical drawing techniques.
17 - Introduction to colour theory.
18 - Theoretical models of chromatic perception.
19 - Psychology of colours: inter-sensory relationship with cognition & emotion.
20 - Psycho-sensorial moodboard construction techniques.
21 - Character attribution to colour: visual benchmarking of relationship between character and colour theory.


K. Henry , 2012 , Drawing for Product Designers (Portfolio Skills: Product Design) ,
R. Steur, E. Eissen , 2011 , Sketching: The Basics ,
J. Kahane , 2015 , The Form of Design: Deciphering the Language of Mass Produced Objects ,

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
This CU adopts a learning by doing approach following the Evaluation Model 'C': it consist of 2 main evaluation components: continuous assessment: Works/participation/attendance: 20% and design practice: 2 projects, each 40%. The CU being more practical in nature, as part of the continous evaluation component, students are regularly expected to observe lab demonstrations of tools and techniques and evidence application of these inputs through constant development of their design projects. During the Design Project and practical phase of the CU, the students are expected to present the progress in the project evaluation stages apart from regular studio discussions. Each evaluation of stag's project will carry a weightage with respect to the final project marking. Students will be judged on drawing, composition, perception, modeling and craftmanship skills. On each evaluation event students will be asked to present their project output, and presentation skills will also impact the project evaluation.

Subject Leader:

Elisa Bertolotti