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Posted by learntobead on May 31, 2019
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Posted in architecture, Art or Craft?, art theory, bead weaving, beadwork, design management, design theory, jewelry design, jewelry making | Tagged: art theory, blooms taxonomy, craft, design, design management, design theory, disciplinary literacy, jewelry, jewelry design, jewelry making, literacy, professional development, teaching, teaching design, teaching literacy | Leave a Comment »
Posted by learntobead on July 5, 2018
Be Dazzled Beads is a community of Creatives. Some people use our beads to make jewelry. Some to do mosaics. Some to adorn and embellish costumes. Some to enhance things like wine classes or drapes or mirrors or sweaters or cross stitch patterns. Some to embellish paintings or sculptures. Some actually use our beads in science experiments.
To us, all Creatives are Designers. That is, they make artistic and functional choices about how to incorporate the types of supplies we sell into personal visions. Some design for themselves. Some design for friends and family. Some design as a business.
It is not as much fun to work alone or isolated when you realize you are part of the larger Be Dazzled, Land of Odds and Nashville communities. We can learn a lot of insights from each other. We can support each other. It’s all about Connection!
Founder and Designer, Lock & Key (www.lockandkeydesign.com)
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Tony: “I feel lucky. Blessed. Is the world easy? No. I have multiple jobs. I am part of the gig economy. I am trying to succeed in a world that favors large businesses. But I am working creatively. Finding my groove. There are a lot of sleepless nights. It’s not easy to be a Professional-Creative. But I would not change things for the world.” |
Tony: “I have memories of always being surrounded by the arts.”
Tony comes from a family that was very arts-oriented, and very supportive of him pursuing the arts and crafts — wherever it took him. His mom was a watercolorwatercolorist and oil painter. His father was a small business owner as well as a photographer. His dad’s dad sculpted for Lockheed, and even was a street dancer. He had a great uncle in New York who had a jewelry business, and Tony remembers, even at age 5 or 6, his uncle was always making jewelry for everyone in the family.
Starting out with gymnastics, Tony graduated to dancing (because his older sister danced). As a dancer, he had to teach himself to sew for costumes as his Mom was much better with a glue gun then a needle. He remembers his family always making things — food, pastry, lapidary, painting. He has fond memories of always being surrounded by art and creativity.
A family friend — Frank — taught him how to bead weave the summer he was ten. That Summer Frank and his wife exposed Tony to the artisan craft as well lapidary, jewelry festivals and much more.
As many designers are, Tony is self taught. | ![]() |
Warren: “Do you think now, with all the creative things you are doing, that you, in some respects are re-creating your childhood?”
Tony: “Oh, for sure! I would say that’s part of a goal I have. I swore I would never be a teacher, but kids gravitate towards me like a moth to a flame. I realized it is because I am ‘5’. Kids get me, which should be the other way around. I am young at heart. I think trying to retain that naivete, that sort of blissful ignorance, especially as a Creative, just allows you to be a little more free with your aspirations. All of a sudden you grow up. It’s like Peter Pan. You lose that sense of innocence and exploration.”
Tony grew up in Los Angeles, spent some time pursuing a career in fashion in New York City. He moved back to Los Angeles for a few years. And then he came to Nashville with his wife who is a singer-songwriter. Today Tony wears several hats: Jewelry Designer, Dance Educator, Choreographer, Costume Designer, Jewelry Design Educator.
Tony: “Growing Up, I always thought I had to do one of these things, or the other. Before I moved to Nashville, jewelry making was just a hobby. When I moved here, one of my goals was how do I interweave all of the creative aspects that make me whole. I think a lot of creatives are creative in more than one discipline, as well. So I’m just trying to figure out how to make it one — one happy world.”
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Tony: “It’s been a curvy road.”
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Warren:“Today, how would you describe what your jewelry making is like today?”
Tony:“I describe Lock & Key as a modern interpretation honoring an artisan craft. I am doing something that is ancient in terms of its art, as a form of communication and expression. The loom that I use is about 80 years old at this point, so it’s touched many different hands and many different stories. It’s definitely art jewelry. I describe what I do as boho eclecticism. Tribal influences, so I say it is international in feel. One of the main feedbacks I get is that it is fashion, but not trendy.”
Tony continues by describing his core consumer.
Tony:“My core consumer is 40+. Is a woman who appreciates artisan product, as well as pieces which make them feel modern with a sense of timeless appeal.”
Warren:“So, that first day you decided to become a business. What was that like?”
Tony’s first piece, done around 1998, was a custom piece. He was asked to design a piece for the head designer at Betsey Johnson, a New York fashion designer of clothes and accessories. It was a loomed piece, 1 1/2″ wide choker with multi-colored skulls in it and dangling feathers. He was excited, to say the least. He shared the story about making this one piece, which inspired other people to ask him to design a piece. People responded to his authenticity, and then it became all about the product.
When Tony moved to Nashville, he decided to focus on jewelry. It was part, what was he going to do to make a living? Part, honoring his childhood mentor who had made the Indian jewelry. Part passion about his loom, and gradually adding precious metal clay to the mix of media he relied on for his jewelry designs.
Tony:“And I still love it. Exhausted. Up until 3am getting production ready. Fingers chewed up by my drill bits. But I absolutely still love it!
In describing a typical piece, Tony begins with multi-media. This includes some loom bead weaving. He incorporates ball and chain. He likes to use a lot of color and texture, and mix matte and glossy. People respond well to his color sensibility. He uses many square shaped beads with round beads. With the beadwork, he includes a piece of metal, like a sculpted metal clay piece, either an integral part of the piece, or as a pendant. He often includes semi-precious stones. He likes to mix metal finishes. “Silver and Gold is the same conversation as Navy and Black. If it is well-balanced, it makes it very versatile.”
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Tony mentions that, to understand his creative process, you have to go back to his goal of trying to meld together all his creative worlds. His creative process is not a linear process.
He cites as an example a very successful pair of earrings he designed which are precious metal clay based. But they were flowers, which is very specific seasonal iconography. When he started thinking about what he wanted to do the next season, he thought about how he could adapt these earrings. He mentioned that a lot of his pieces and his bead weaving have an almost art deco or art nouveau feeling to them. At the time, there was an Egyptian revival style that was prominent because of a world wide tour of Egyptian antiquities.
He reflected on his artistic style and the current revival trend, and asked himself: This was a successful piece. I’m thinking business here. How do I creatively then come up with the next version of it? So for the Fall holiday he explored hieroglyphics and lotus flower motifs. And for the following Spring, he thought about incorporating the scarab and other Egyptian touches.
Tony: “Things started to trend in High Fashion — snakes, beetles, insects, and bees. I have a scarab beetle tattooed on my back that is about 14″ long, the whole width of my back. It’s an icon that is important to me. It symbolizes the sun god Ra. It represents newness and renewal, and I have chronic back pain, so it was interconnected. It started from something that was authentic and meaningful for me, and which started to become a trend years after I had gotten my tattoo. I introduced this sculpt and coupled it with beadwork. People responded to it. Then I started thinking how to tie this all up from a business perspective. If we’re just creating ‘pretty’, who cares? You have to be able to speak to an audience.”
Tony discussed that jewelry artists have to be able to synergize the Business-Creative Mind. Both worlds need to be respected. It’s a hard business, he agrees. Artists have to monetize their creative output and still remain authentic to themselves.
Frequently, he asks himself: Do I need to break up with my design? It is OK, he indicated, to say Yes! His scarab beetle was a good idea, but some reality testing was in order. Was it too early before the trend? Would it be marketable?
On a second business level, Tony poses the question: Can I stand behind my product? Can the store that sells his pieces be able to stand behind his products?
A third major consideration is whether he has successfully differentiated his products from the mass market. That is one reason he incorporates glass seed beads and Czech beads within his work. Glass beads allow him to inject colors, where more mass market pieces are mostly metal and look very machine made.
Tony reflects daily how art jewelry, as opposed to jewelry mass produced overseas, will be accepted by the general public.
Tony: “Art Jewelry is a term I use a lot in my marketing. At an apparel show, where people are used to mass produced jewelry, it’s starting to change in perception and openness to my product.” |
Warren:“Is the world helping you change people’s perceptions, or do you feel you are out there alone doing this?”
Tony:“It will be four years in September since I started pursuing jewelry as a business. In my microworld, there has always been acceptance. My wife is very accepting, but at first was hesitant. I said, Let’s look at this year by year and see what happens. She gets it now.”
Warren:“And in the broader world?”
Tony:“In the macro level, I think it’s interesting. I think if you look at the culture today, with technology and oversaturation and what is happening in mass market production, and fast fashion, which is down-trending, I think you’re having baby boomers that are looking for nostalgia in terms of smaller, handmade jewelry.”
He sees that consumer demand for artisan jewelry is on the rise, but there are still nagging questions whether you can make a viable business out of it. Can you make enough product? Can you do it efficiently? Can you transition from a one person designer business to having staff make the pieces, as well? Meeting business goals gets more complicated if you are not going to produce your jewelry overseas.
One of his biggest challenges coming up is to create sufficient infrastructure — studio space, supplies and personnel — to be able to easily kick out 30 pieces of 20 styles on demand.
Tony is natural marketer, so I asked him what kinds of things he does to reach his target audience. The extent of things he does can provide a lot of ideas and insights for all of us.
Tony:“I always try to make marketing creative so I still enjoy it.”
Things Tony Does… | |
– trunk shows at boutiques
– pop-up shows – collaborates with fashion designers and creates evening events with them – collaborates with sculptors, painters, and ceramic artists to do a joint show, say in a donated gallery space – always thinking about marketing ideas which merge his interests in dance, photography, jewelry and sculpture – for people who have bought, or even collect, his jewelry, he sends snail-mail postcards, hand-written notes, email blasts, and personal emails – posts images with captions on instagram – follows other people’s instagram sites with whom he feels some kind of fit or opportunity – sometimes buys ads, but has not seen a risk/reward balance from purchased ads |
– puts himself in situations where he can meet people, shake their hands, and talk with them
– develops relationships and works at maintaining them – plays the “6-degrees of separation” game, identifying among his network of friends and relationships, who they know, who those people know, who those people of those people know, and so forth, to search for opportunities – develops different strategies for returning customers as opposed to new customers – visibly creates understanding that he sticks behind his products, and will immediately fix something if it breaks – works with “influencers” — people who, usually in return for some free jewelry, will promote your products and show images of people wearing your products in social media sites – looks for examples of “market-disrupters” — people who disrupt the market to be noticed — that he can be inspired by – always carries samples with him |
Tony is a planner. He’s developed a clear vision for the future. Some of the things he wants to accomplish over the next 3 years include,
– maintaining a 60% year-over-year rate of growth
– grow from a more regional line to a national one
– focus on his infrastructure — studio space, materials and personnel — to keep production, shipping/receiving, website and marketing all on track
The big questions before him: How does he meet demand that he has created for his jewelry? How does he enhance his brand? How does he grow his ability to distribute his products?
He wants to contine to be flexible, given the instability of our economy. He wants to maintain his constant rate of sales so his business can sustain itself. He sees, perhaps, his line represented in a showroom. Perhaps he can gain more presence in museum shops.
Tony:“I have a lot of jobs right now and it would be great to have one focus. Or add a couple hours to the day.”
Tony: “The true test of a good designer is an ability to sell it.”
Tony: “If I don’t get that gut feeling that my piece is going to be successful, it’s time to move on.”
Tony has had to create the opportunities himself. This has involved a lot of reflection, reality testing and planning. He has created a business plan framework with year over year goals for design, production, and distribution.
Tony:“In today’s world, you always have to be creating your own rules to stay on your feet. There is wide competition. Email inundation. I like the challenge but it’s exhausting.”
Tony: “Whether or not these jewelry artists work professionally, they need patrons, and that sometimes is even more important than being an artist.”
Tony wishes there was more of a connected jewelry designer/artist community in Nashville. It is still very fragmented. He finds that politics gets in the way of creative collaboration.
Tony:“There’s room at the table for everyone.”
He wants to call artists attention to the Arts and Business Council of Nashville, as well as their Periscope program. There are opportunities for networking, expanded contacts, a support system of creatives and their ideas, developing business skills and confidence.
Jewelry designers in Nashville still need a more functional, consistent support system, particularly to thread the business-needle better. Help to find studio space. Getting a small business loan. Finding an angel investor. Connecting to mentors. This is all important, and we need more organized systems to make these kinds of things easier, smoother and more reliable.
Tony has taken a shot-gun approach to getting his jewelry out there. He does a little direct retail through an e-commerce site. He finds that this is a great billboard for him, but not a great selling outlet. He does art and craft festivals. He likes to focus on juried or well-curated shows in particular.
He wholesales his products to stores. Sometimes this involves cold-calling on stores, with product in hand. But he also does wholesale markets, like the Atlanta Gift and Apparel Market. In 2017, he did 2 shows there; in 2018, he plans on doing 4 shows. His pieces currently are in 28 stores in the United States and the Virgin Islands. He is looking at other wholesale markets. He is exploring options to lock in with a jewelry rep or a jewelry show room.
You may find Tony’s jewelry locally at:
Two Old Hippies (the Gulch)
401 12th Ave S, Nashville, TN 37203
Stacey Rhodes Boutique (Brentwood)
144 Franklin Rd Suite A, Brentwood, TN 37027
T. Nesbitt & Co. (Franklin)
2nd Ave N, Franklin, TN 37064
Kitty (East Nashville)
521 Gallatin Ave #2, Nashville, TN 37206
Tony has an eye out to find his ideal studio-showroom. He pictures it full of natural light. Small and intimate. A low wall separating the front from the studio. Inspirational and calming. A sancturary.
Find Tony online at www.lockandkeydesign.com
Visit BE DAZZLED BEADS online to view our classes, jewelry clinics, mini-lessons, and jewelry design discussion seminars!
Shop with us online at Land of Odds
Talk with us about Custom Jewelry Design
and Jewelry Repairs
Visit us in Nashville
718 Thompson Lane, Ste 123
Nashville, TN 37204
615-292-0610
(across from 100 Oaks Mall where the Applebees Restaurant is)
Posted in business of craft, design management, jewelry making, Stitch 'n Bitch | Tagged: business of craft, design management, jewelry making | Leave a Comment »
Posted by learntobead on April 24, 2018
JEWELRY DESIGN PRINCIPLES:
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Abstract:
It is not happenstance that some pieces of jewelry draw your attention, and others do not. It is the result of an artist fluent in design. That fluency begins with selecting Design Elements, but it comes to full fruition with the application of Principles of Composition, Construction and Manipulation. This is where the artist flourishes, shows a recognition of shared understandings about good design, and makes that cluster of jewelry design choices resulting in a piece that is seen as both finished and successful. These Principles represent different organizing schemes the artist might resort to. Jewelry artists translate these Principles a little differently than painters or sculptors, in that jewelry presents different demands and expectations on the artist. The better artist/designer achieves a level of disciplinary literacy – selecting Design Elements and applying Principles — where fluency becomes automatic, accurate, and rapidly applied.
COMPOSING, CONSTRUCTING, MANIPULATING
Some pieces of jewelry draw your attention. Others do not.
This is not a matter of happenstance. It is the result of an artist fluent in design. That fluency begins with the selection of Design Elements – the smallest meaningful units of design. But it comes to full fulfillment with the application and manipulation of Principles of Composition, Construction and Manipulation. These “organizing schemes” reflect what the individual artist wants to express, and how the individual artist anticipates how others will understand and respond to this expression.
Design Elements, which I have discussed in an earlier article [1], are like building blocks and function a bit like the vowel and consonant letters of the alphabet. They have form. They have meaning. They can be assembled into different arrangements which extend their meaning and usefulness in expression. Examples: color, shape, texture, point/line/plane, movement, dimensionality, and the like. Each Design Element has a set of expressive attributes. Color can be expressed as a color scheme, or as proportions, or as simultaneity effects. Shape can be geometric or dimensional or recognizable or symbolic. And so forth.
Design Elements function like a vocabulary. They represent universally accepted expressive content. Visualize the analogy between design elements and vocabulary. Picture a “t”, perhaps combined with an “h”, and then with an “e”. Or, picture the difficulty in trying to combine a “th” with a “z”. Or, still yet, picture how the “c” in “cat” is pronounced differently than the “c” in “sense”, yet still recognized as a “c”. In similar ways, the artist might decide to use the design elements of “color” and “line,” and combine them to yield another design element of “movement.” Literacy begins with the ability to decode, and this ability centers on the selection and use of Design Elements.
Principles of Composition, Construction and Manipulation function more like a grammar. Given the Design Elements selected by the artist, Principles represent organizing strategies to which the artist resorts when attempting to achieve a piece that will be seen as both “finished” and “successful”, both by the artist, as well as that artist’s audience. The artist might arrange several design elements and their expressive attributes to yield a higher level organizing principle. For example, the artist might combine color(intensity)+line(direction)+
shape( geometry)+placement(symmetry)+balance+material” to yield a sense of “rhythm.”
To continue our analogy with vocabulary, grammar and literacy, picture our “t”, “h” and “e” put together to form a full word like ”thesaurus”, then expanded into an idea, like “teachers like to use a thesaurus”, and further expressed, in anticipation of a response, to something like “but students hate when the teacher asks them to use a thesaurus.”
Literacy goes beyond decoding; it includes a fluency in how the Design Elements are organized to evoke an emotional response. This involves an intuitive understanding of Principles of Composition, Construction and Manipulation, and how to apply them. While Design Elements are selected primarily based on shared, more universal understandings of what they express, often, Principles are applied in ways more reflective of artist’s hand, and its subjective expression.
The successful jewelry designer has developed a fluency in the Disciplinary Literacy of jewelry design. Fluency is the ability of the designer to select and connect Design Elements smoothly, in visually and functionally and situationally appropriate ways with understanding. The idea of understanding is broadly defined, to include the artist’s personal goals for expression, as well as the expectations of all the audiences – the wearer, the viewer, the buyer, the seller, the student, the master. The better designer achieves a level of disciplinary literacy where fluency becomes automatic, accurate, and rapidly applied.
This Disciplinary Literacy in jewelry design has a structure all its own. There are four main components to it:
1) Vocabulary: Design Elements As The Basis Of Composition
2) Grammar: Principles of Composition, Construction and Manipulation
3) Strategy: Project Management[2]
4) Context/Culture: Shared Understandings[3]
This article focuses on the second component – Principles.
What Are Principles of Composition, Construction and Manipulation?
Jewelry Design is the strategic application of basic principles of organization and expression to achieve a piece which evokes emotion, resonates, and is appealing as it is worn. Traditionally the art and design worlds referred to these as “Principles of Composition.” Often artists and designers get tripped up on the word Principles, and jewelry designers get a bit confused or frustrated with the word Composition.
The use of the word “Principles” in art and design can be somewhat confusing. These Principles do not represent a set of universal, dependable and repeatable standards to strive for, which we might assume, at first.
A different meaning about “Principles” applies here. A Principle is an organizing scheme as a way to combine design elements into a more pleasing whole composition. The design elements include things which are visual effects; but, for jewelry designers, they also include things which functional, as well as things which are more social, psychological, cultural and situational. Principles inform artists in their expressive, authentic performances. Every artist is expected to apply these Principles, but only in ways the artist chooses. There might be better or worse ways to apply them, but no right or wrong ways.
Another aspect of confusion is the use of the word “Composition”. I’ve expanded the phrase, though somewhat awkwardly, to “Principles of Composition, Construction and Manipulation.” The traditional art and design idea of “composition” covers two very different types of jewelry design literacy skills under a single label, namely decoding (Design Elements) and fluency (Principles). The better jewelry designer needs to learn and apply both aspects of disciplinary literacy, but each involves different ways of thinking. As a teacher, both require different sets of strategies for training and educating jewelry designers.
Jewelry designers, by the nature of jewelry, have to deal equally with functional aspects of design, not just artistic composition. Traditional Principles of Composition need to be re-oriented for the jewelry artist to be more sensitive to the more architectural aspects of design. Design choices are also best understood at the boundary between the art of design and the body it adorns.
Limited to the idea of composition, jewelry might be judged successful as “art”, as if it was displayed on a mannequin or easel. But jewelry, in reality, can only be judged as a constructive, manipulated result situated at the boundary between art and body; that is, jewelry can only be judged as “art as it is worn.”
In this article, I focus on Principles of Composition, Construction and Manipulation. The Principles, as organizing schemes, are intertwined, and, the use of one will often depend on another. Movement might be achieved by the placement of lines, which might also establish a rhythm. Such placement of lines might be symmetrically balanced, with line thinness and thickness statistically distributed evenly through the piece.
These organizing and arranging schemes might include:
Some of these design Principles are applied in similar ways to all art forms, such as painting and sculpture, no matter what the medium.
For other Principles, jewelry creates its own challenges, because all jewelry places some different demands and expectations on the artist than painting or sculpture does. Jewelry…
Good jewelry should exude an energy. It should resonate. This energy results from how the artist applies these Principles to compose with, construct and manipulate light and shadow, and their characteristics of warmth and cold, receding and approaching, bright and dull, light and dark. The artist’s piece is judged on whether the resulting piece feels coherent, organized, controlled, and strategically designed, again, as the jewelry is worn. Successful application of these Principles results in a piece which feels finished and successful.
The Principles include,
TABLE OF PRINCIPLES
Principles of Composition, Construction, and Manipulation
(Organizing Schemes) |
What the Principle is About | How Principle Might Get Expressed as Organizing Schema |
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This is how the piece leads the viewer through sequences of steps. It is a measure of the degree the piece engages the viewer’s eye.
There is a continuance, a flow or a feeling of movement from one place of the piece to another. |
Repetition
Pattern Random Regular Alternating Flowing Progressive Vertical, Horizontal, Diagonal, Overlapping, Piercing Placement |
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Pointers are places of emphasis, dominance or focus. Certain elements assume more importance than others within the same composition. | Isolating
Directional Contrast Anomaly Leading Convergence Size, Weight, Color Gradient Framing Focusing and Depth Absence Implied |
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The degree the piece is not disorienting; obvious what is “up” and what is “down”.
Orienting and Directional |
Straight or Curved
2-D or 3D Violating, Crossing or Intersecting, Interpenetrating Parallel or Aligned Perpendicular Angular or Diagonal Vector Fixed, Directional, Infinite, or Disappearing Continuous, Broken or Perforated Radial At Edges or Within; Framed or Bound Thin or Thick Textured or Smooth Opaque or Transparent Moving, Rotating, Spinning, Darting, Flashing Silhouette |
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The degree the artist has made the ordinary…”noteworthy” | Add variety
Give person an experience Vibrance, Intensity Unexpected use or positioning Surprise Sense of strength or fragility Symbolic meaning Perspective Inspirational Pattern Clash Juxtaposition Simultaneity effects |
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How satisfying the numbers and sizes and measures of objects within the piece are | Equality, Equity, Equal Weight, Mass, Volume, Visual Effect (or the opposite of equality)
Randomness Color proportions Scale Measurements Numbers of |
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How satisfying the placement of objects (and their attributes) is | Equilibrium in Weight, Mass, Volume, Visual Effect
Symmetry or Asymmetry Pattern or No Pattern Regular or Irregular Equalizing visual forces Scale Permanent, Illusory, Contingent Placement, Alignment, Proximity, Repetition Radial Identical or Similar |
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Jewelry often can be structured in terms of segments, components or forms. How the pieces get interconnected or amassed is of concern. | Unique, Singular, Parallel/Symmetrical, Repeated, Multiple
Evolving Variety Segmentation 2-D or 3-D Realistic or Abstract Geometric or Organic Complete or Incomplete Layering, Overlapping Fringing, Surface Embellishment Continuity Coordinating Clashing, Off-putting |
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Any piece of jewelry must be acceptable within a certain historical, social, cultural or situational context. | Visual Expectation
Materials Expectation Techniques/Technology Expectation Referents, Inscriptions, Images Symbolism Themes Rule-bound or not Revival style or Contemporized Traditional style Appropriateness/Relevance to situation or context Coordination with situation or context |
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The degree the piece is designed so that it accommodates physical stresses when the piece is worn | Jointedness and Support (links, rivets, hinges, loops, unglued knots, and the like)
Drape, Flow, Movement (built-in features allowing adjustment to body shape or body movement) Length, Fit Adjustability Choices of stringing material or assembly strategy Clasp Assembly (how piece attached to clasp) Strap, Bail, Pendant, Fringe, Embellishment Stiffness, Looseness, Bending, Conforming Inclusion of technology Structural Integrity Application of architectural principles of construction Physical mechanics Weight-bearing |
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There should be no nonessential elements; the addition or subtraction of one element or its attribute will make the piece less satisfying | Length, Volume, Mass, Weight, Visual Effects
Goodness of fit Sufficient balance between unity and variety to evoke an emotional response and resonance An economy in the use of resources A result which feels finished and successful, reflecting the artist’s hand, as well as an anticipation of shared understandings among all audiences – viewer, wearer, buyer, seller, student, master |
THE PRINCIPLES IN MORE DETAIL
1. Rhythm
Movement is the path our eyes follow when we look at a work of art, and it is generally very important to keep a viewer’s eyes engaged in the work. Without movement, artwork becomes stagnant. A few good strategies to evoke a sense of movement (among many others) are using diagonal lines, placing shapes so that the extend beyond the boundaries of the picture plane, and using changing values.
Rhythm is one Principle used to shape the viewer’s experience with the piece. Rhythm is how the piece leads the viewer through sequences of steps. It is a measure of the degree the piece engages the viewer’s eye.
There is a continuance, a flow or a feeling of movement from one place of the piece to another.
Repetition and pattern are key here. The artist might achieve a rhythm by varying or repeating colors, textures, sizes, forms. The rhythm might be slow, fast, predictable, random, staccato, measured, safe, edgy, and so forth. The intervals between repetitions and patterns can create a sense of rhythm in the viewer and a sense of movement. Repetitions and patterns can be random, regular, alternating, flowing, progressive – there are many directions the artist can go in establishing a rhythm.
When a piece has multiple and coordinated rhythms, we call this Symphonic Rhythm. For example, in a piece, there might be a clear rhythm set by the use of colors throughout the piece, as well as the positioning of definable forms, such as a series of beaded leaves or other shapes.
The Rhythm should assist the viewer in cognitively making a complete circle around the piece. You don’t want the viewer to lose interest, get bored, or fall flat, before the eye and brain can make that complete circle.
Example:
Black-o-Black-o-Black-o-White-o-Black-o-Black-o-Black-o-White-o
Or,
Black-o-White-o-Black-o-White-o-Black-o-White-o-Black-o-White-o
The better designer can empower the design, if using Rhythm in the right way.
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2. Pointers
Pointers are places of emphasis, dominance or focus. Certain elements assume more importance than others within the same composition.
Pointers guide the viewer to a specific place, or focal point. Cognitively, you want to create the place for the eye/brain to come to rest.
Examples:
The better designer is able to capture the viewer’s attention to more important parts of the piece.
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3. Linear and Planar Relationships
This is the degree the piece is not disorienting to the viewer, or particularly confusing in terms of what is up and what is down.
People always need to orient themselves to their surroundings, so that they know what is up and what is down. They usually do this by recognizing the horizontal planes of the floor and the ceiling of a room (ground and sky outside), and the vertical planes of the walls of a room (buildings, trees and the like outside).
Jewelry must assist, or at least not get in the way, of this natural orienting process. It accomplishes this in how its “lines” are arranged and organized. If a piece is very 3-dimensional, then how its “planes” are arranged and organized becomes important, as well.
Design elements we might use to achieve a satisfactory planar relationship within our piece:
– a strategic use of lines and planes
— shapes
— boundaries
– -silhouettes
— contours
– symmetry
– or, more difficult to achieve, a satisfying asymmetry
– a planar pattern in how each section of the piece relates to the other sections
– how sections of the piece interlock
– how we “draw and interrelate” parallel lines/planes, perpendicular lines/planes and curved lines/planes within the piece
Example:
How can a person truly pull off wearing only one earring? After all, visually, it pulls the person off to one side, thus violating the basic orienting planar relationships. What about the composition of the earring, allows this to work; what about the composition doesn’t?
Example:
Wearing a necklace, where the clasp is worn on the side, instead of the back. Again, what about the composition of the necklace, allows this to work; what about the composition doesn’t?
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4. Interest
“Interest” means the degree to which the artist makes the ordinary…noteworthy.
Here the artist demonstrates how to balance off and control “variety” with “unity” and “harmony”. Without unity and harmony, the piece becomes chaotic. Without variety, the piece becomes boring, monotonous and uninteresting.
Arranging and organizing Design Elements might involve:
– selection of materials and mix of materials
– selection of color combinations
– varying the sizes of things
– pushing the envelop on interrelating planar relationships among the sections of the jewelry
– playing with the rhythm
– clever use of a focal point
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5. Statistical Distribution
The artist is always concerned with the number or size or scale or measurement of things. This principle focuses on these statistics. With this principle, we are not concerned with the placement or balance of things – just the numbers and measurements.
We ask: How pleasing and satisfying are the selection of the numbers, sizes, proportions, volumes/weights, and color/textures of objects the artist wants to use in the piece. The artist might, at this point, anticipate creating a pattern, or not.
Examples:
BIG-o-BIG-o-small-o-BIG-o-BIG-o-small-o-
PURPLE-o-PURPLE-o-PURPLE-o-YELLOW-o-PURPLE-o-YELLOW-o-
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6. Balance
Balance has to do with placement. How pleasing or satisfying is the placement of objects (and their attributes) within a piece?
Usually, the designer is trying to achieve a feeling of equality in weight, attention or attraction of the various visual design elements. The design attributes would include such things as the positioning or relative positioning of the materials used, the colors, textures and patterns, the sizes and scales.
The artist might play with placement in terms of proximity, alignment or repetition.
There are different types of balance.
(1) symmetry: the use of identical compositional units on either side of a vertical axis
(2) approximate symmetry: the use of similarly balanced compositional units on either side of a vertical axis
(3) radial symmetry: an even, radiating out from a central point to all four quadrants (directions) of the shape’s plane (surface)
(4) asymmetry: even though the compositional units are not identical on either side of a vertical axis, there is a “felt” equilibrium of the total piece. Often, with jewelry, this equilibrium depends on what clothes or other jewelry the person is wearing, or something about that person’s body/body shape.
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7. Forms, Their Proportions, Distributions and Dimensionality
Jewelry often can be structured in terms of segments, components or forms. How are pieces interconnected or amassed? Is this achieved through optical effects or reality?
The designer is concerned with managing these structures in terms of proportions, distributions and/or dimensionality. The artist makes choices about how each part relates to the whole in terms of scale or relevance.
The artist might play with things like:
Layering
Surface embellishment
Fringing
Curvature
Overlapping planes
Balance
The better designer creates pieces where the whole is greater than the sum of the parts.
Example:
Flat loomed bracelet and a button clasp, that sits so high on the bracelet, that it detracts from the 2-dimensional reason-for-being of the piece.
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8. Temporal Extension: Time and Place
Any piece of jewelry must be acceptable within a certain historical, social, cultural or situational context.
For example, is a piece appropriate for a wedding also appropriate for office wear? Is a great University of Tennessee Orange Necklace as successful when worn to a Vanderbilt football game?
Temporal Extension may narrowly refer to one specific wearer in particular, or more broadly to group, situational, social or societal expectations.
Other examples:
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9. Physical Extension: Functionality
Any piece of jewelry must be functional when worn.
Functionality has to do with such things as movement, drape, comfort, flow and durability. The piece of jewelry needs to feel comfortable when worn, always look good on the wearer no matter what the wearer is doing, and be durable. This involves a lot of building in understandings of physical mechanics and architectural principles of construction.
When there is (or should be) movement in a piece, there should be clear evidence that the designer anticipated where the parts came from, and where they are going to. Jewelry is worn by people who move, so the design should be a natural physical extension to such movements, and the stress they put on the piece.
For example, in a necklace, the clasp should remain on the neck, even as the beadwork moves with the person, without the necklace turning around on the neck, or breaking.
Example: The dangle earring which has the dangle stuck in a 90 degree angle.
Example: The crimped bracelet which breaks at the crimp.
Example: The bracelet too tight when the design is turned into a circle placed around the wrist
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10. Parsimony
(something similar to, but a little bit beyond harmony and unity)
At the point where the piece is judged to be finished and successful, there should be no nonessential elements. When the piece is finished and successful, it should evoke emotions and resonate.
The designer should achieve the maximal effect with the least effort or excess.
There is a tendency of beaders and jewelry makers to over-do:
– over-embellish the surface
– add too much fringe
– repeat themes and design elements too often
– use too many colors
Parsimony vs. Unity
In art, the traditional measure of completion and success was a feeling or sense of “Unity.” Unity signified how everything felt all right. All the Design Elements used, and how they were coordinated and placed, were very coherent, clear, harmonious and satisfying.
I think the idea of unity begins to get at the place we want to end up. But this concept is not concrete enough for me. You can have unity, but the piece still seen as boring when there is no variety. This condition is unacceptable as a principled outcome of jewelry construction. Finished and successful jewelry should evoke emotions and resonate. You can have unity, but the assessments rely too much on universal, objective perceptions of design elements and their attributes. The artist, the wearer, and the situation are too easily left out of the equation.
Jewelry creation usually demands a series of judgment calls and tradeoffs between aesthetics and functionality, artist goals and audience understandings and expectations, a full palette of colors, shapes and textures and a very limited one. A measure of completeness and success needs to result from the forced choice decisions of the artist. It needs to account for the significance of the results, not just the organization of them. It needs to explain the Why, not just the What.
For me, the more appropriate concept here is “Parsimony.” Parsimony is sometimes referred to in art and design as “Economy”, but the idea of economy is reserved for the visual effects. For jewelry designers, we want that economy or parsimony to apply to functional and situational effects, as well. When the finished and successful piece is parsimonious, the relationship of all the Design Elements and their expressed attributes will be so strong, that to add or remove any one thing would diminish, not just the design, but rather the significance of the design.
Parsimony…
– forces explanation; its forced-choice nature is most revealing about the artist’s understandings and intentions
– relies on evidence moreso than assumptions to get at criticality
– focuses examination of the few elements that make a difference
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THINKING ROUTINE[4]: LOOK – SCORE – EXPLAIN
LOOK:
CLASSICISM NECKLACE Warren Feld, 2001. |
Materials and Description:
Three strands, druk rondelles Czech glass, in matte amethyst, matte olivine, and matte topaz. Center, overlapping agate stones.
At the center, each of the three strands pass through a 3-hole separator bar, and through one of three thin sterling silver tubes. The centerpiece stones slide over the top and bottom tubes. The middle tube is sandwiched between the stones. These stones can spin around on the tubes, allowing them to adjust to body shape and movement, but the middle tube restricts the movement to maintain the general visual appearance as in the image. S-clasp in back. |
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KEY DESIGN ELEMENTS:
(see key at bottom of table for list)
|
KEY ATTRIBUTES OF DESIGN ELEMENTS:
1a. Some Tonal quality and finish 1b. Split Complementary color scheme 1c. Gradation dark to light 2a. Symmetry 3a. Same size druk rondelles 4a. Strong lines core design feature 4b. Overlapping centerpiece stones establishes 2 planes; can move but restricted from violating planes 5a. Mixing glass, metal and gemstone 6a. Center stones allowed to spin on tubes 7a. Layering of center stones 8a. Unexpected connection of strap to centerpiece |
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SCORE:
SCORE CARD ON PRINCIPLES:
EXPLAIN:
|
LOOK:
THE BLUE WATERFALL NECKLACE Warren Feld, 2001. |
Materials and Description:
Mix of glass, crystal, and sterling silver beads.
Each segment of beads has a different number of bead, and different sizes/color/finish of beads within it.
The colors are not part of a color scheme, and would be seen to clash if compared one to one outside of their use in the bracelet. Example: sapphire blues and montana blues; golds and silvers; matte and glossy.
The segments nearer the clasp are shorter than those further from the clasp.
The sterling silver tubes are all curved.
There is no focal point per se.
The clasp is an adjustable hook and eye choker clasp. |
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KEY DESIGN ELEMENTS:
(see key at bottom of table for list)
|
KEY ATTRIBUTES OF DESIGN ELEMENTS:
1a. No conformance to color scheme, though leans toward the monochromatic 2a. Simultaneity effects 3a. Feels balanced though there the distribution of sizes, numbers and segment lengths varies within each strand and between each strand 4a. Brings your eye down to a central place, but no specific focal point 4b. Curved lines distort the linearity 5a. Expresses feeling of moving water, but no moving parts 6a. Curved tubes key element 6b. Bead of different shapes 7a. Adjustable choker clasp allows wearer to adjust necklace to body, to achieve that optimum sense of balance and movement 8a. Consists of each length segments separating unequal length segments. 8b. Important that segments on both strands do not match up with each other, but feel staggered 8c. Important that no segment shows dominance or becomes a clear focal point. |
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SCORE:
SCORE CARD ON PRINCIPLES:
EXPLAIN:
|
FOOTNOTES
[1] Feld, Warren. “Jewelry Design Composition: Playing with Building Blocks Called Design Elements,” 3/17/2018
[2] Feld, Warren. “Jewelry Design: A Managed Process,” Klimt02, 2/2/18. https://klimt02.net/forum/articles/jewelry-design-managed-process-warren-feld
[3]Shared Understandings. In another graduate education class, the major text reviewed the differences between understanding and knowledge. The question was how to teach understanding. Worth the read to gain many insights about how to structure teaching to get sufficient understanding to enrich learning.
Understanding by Design by Grant Wiggins and Jay McTighe, 2nd Edition, Association for Supervision and Curriculum Development, 2005.
[4] Thinking Routines. I teach jewelry design. I find it useful to engage students with various ways of thinking out loud. They need to hear me think out loud about what choices I am making and what things I am considering when making those choices. They need to hear themselves think out loud so that they can develop strategies for getting more organized and strategic in dealing with information and making decisions. My inspiration here was based on the work done by Visible Thinking by Project Zero at Harvard Graduate School of Education .
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Posted in Art or Craft?, design management, jewelry design, jewelry making, Learn To Bead | Tagged: art, design, design management, jewelry construction, jewelry design, principles of composition | 2 Comments »
Posted by learntobead on January 4, 2018
“Jewelry is art, but only art as it is worn.”
That’s a powerful idea, — “as it is worn” — but, when making jewelry, we somewhat ignore it. We bury it somewhere in the back of our brains, so it doesn’t get in the way of what we are trying to do. We relegate it to a phrase on the last page of a book we have promised ourselves to read sometime, so it doesn’t put any road blocks in front of our process of creation.
We like to follow steps, and are thrilled when a lot of the thinking has been done for us. We like to make beautiful things. But, we do not want to have to make a lot of choices. We don’t want anything to disrupt our creative process.
We do not want to worry about and think about and agonize over jewelry “as it is to be worn.” Let’s not deal with those movement, architectural, engineering, context, interpersonal and behavioral stuff. We just want to make things.
To most artisans, making jewelry should never be work. It should always be fun.
Making jewelry should be putting a lot of things on a table in front of you, and going for it.
Making jewelry just is. It is not something we have to worry about managing.
It is easy to make, copy or mimic jewelry someone else has designed, either through kits or through imitation.
Making jewelry is doing. Not thinking.
Creating. Not managing.
We prefer to make jewelry distinct from any context in which it might be worn or sold. We don’t want someone looking over our shoulder, while we create. We don’t want to adjust any design choice we make because the client won’t like it, or, perhaps, it is out of fashion or color-shaded with colors not everyone likes. Perhaps our design choices at-the-moment do not fit with the necessities associated with how we need to market our wares to sell them. Our pieces might somehow be off-brand.
All too often, we avoid having to think about the difficult choices and tradeoffs we need to make, when searching for balance. That is balance among aesthetics, functionality, context, materials and technique. And balance between our needs as designers and the wearer’s needs, as well. So, too, we shy aware from making any extra effort to please “others” or “them”. Even though this hardly makes sense if we want these “others” or “them” to wear our jewelry or buy our jewelry creations.
Everything comes down to a series of difficult choices. We are resistant to making many of them. So we ignore them. We pretend they are choices better left to other people, though never fully sure who those other people are. We yearn to be artists, but resign ourselves to be craftspersons. We dabble with art, but avoid design.
We hate to make trade-offs between art and function; that is, allow something to be a little less beautiful so that it won’t break or not drape and move well when worn. We hate to make things in colors or silhouettes we don’t like. We hate to make the same design over and over again, even though it might be popular or sell well.
But make these kinds of choices we must! Your jewelry is a reflection of the sum of these choices. It is a reflection of you. You as an artist. You as a crafter. You as architect and engineer. You as social scientist. You as a business person. You as a designer.
So, the more we can anticipate what kinds of choices we need to make, and the more experience we have to successfully manage and maneuver within these choices, the more enjoyable and successful our jewelry designs become … and the more satisfying for the people for whom we make them.
JEWELRY DESIGN IS A MANAGEMENT PROCESS
Designers who are able to re-interpret the steps she or he go through and see them in “process” terms, that is, with organization and purpose, have the advantage.
There are many different kinds of choices to be made, but they are interdependent and connected. Recognizing interdependency and connectedness makes it easier to learn about, visualize and execute these choices as part of an organized, deliberate and managed jewelry design process.
I am going to get on my soap box here. We tend to teach students to very mechanically follow a series of steps. We need, instead, to teach them “Process”. Strategy. Insight. Connectedness. Contingency. Dependency. Construction. Context. Problem-Solving. Consequences.
Good jewelry design must answer questions and teach practitioners about managing the processes of anticipating the audience, selecting materials, implementing techniques, and constructing the piece from one end to the other. Again, this is not a mechanical process. Often, it is not a linear step-by-step pathway. There is a lot of iteration – that is, the next choice made will limit some things and make more relevant other things which are to happen next.
A “process” is something to be managed, from beginning to end, as the designer’s knowledge, techniques and skills are put to the test. That test could be very small-scale and simple, such as creating a piece of jewelry to give to someone as a gift. Or creating a visual for a customer. Or when you need to know the costs. Or, that test could be very large-scale and more complex, such as convincing a sales agent to represent your jewelry in their showroom.
Better Jewelry Designers smartly manage their design processes at the boundary between jewelry and person. It is at this boundary where all the interdependencies of all the various types of choices we designers make are clearest and have the most consequence.
WELL-DESIGNED JEWELRY MUST BE MANAGED
AT THE BOUNDARY BETWEEN JEWELRY AND PERSON
What exactly does it mean to “manage design at the boundary between jewelry and person?” What kinds of things happen at that boundary?
A person breathes. She moves. She sits at a desk, perhaps fidgeting with her jewelry. She might make sudden turns. She gracefully transitions from one space to another. She has shape, actually many shapes.
Her jewelry serves many purposes. It signifies her as someone or something. It expresses her feelings. Or status. Or future intentions. Or past history. It ties her to people and places, events and times. It suggests power, or lack thereof. It hides faults, and amplifies strengths. It implies whether she fits with the situation.
Jewelry attracts. It attracts seekers of the wearer’s attention. It wards off denigrators. It orients people to the world around them. It tells them a story with enough symbol, clue and information to allow people to decide whether to flee or approach, run away or walk toward, hide or shine.
Jewelry has a feel and sparkle to it. It reminds us that we are real. It empowers a sensuality and a sexuality. It elevates our esteem. Sometimes uncomfortable or scratchy. Sometimes not. Sometimes reflective of our moods. Othertimes not.
Jewelry is a shared experience. It helps similar people find one another. It signals what level of respect will be demanded. It entices. It repels. It offers themes both desirable and otherwise.
Jewelry has shape, form and mechanics. All the components must self-adjust to forces of movement, yet at the same time, not lose shape or form or maneuverability. If a piece is designed to visually display in a particular way, forces cannot be allowed to disrupt its presentation. Jewelry should take the shape of the body and move with the body. It should not make a mockery of the body, or resist the body as it wants to express itself.
Jewelry defines a silhouette. It draws a line on the body, often demarcating what to look at and what to look away from. What to touch, and what to avoid. What is important, and what is less so.
Managing here at the boundary between jewelry and person means understanding what wearing jewelry involves and is all about. There is an especially high level of clarity at this boundary because it is here where the implications of any choice matters.
The choice of stringing material anticipates durability, movement, drape. The choices of color and shape and silhouette anticipate aesthetics, tensions between light and shadow, context, the viewer’s needs or personality or preferences at the moment. The choice of technique anticipates how best to coordinate choices about materials with purpose and objective. The choice of price determines marketability, and where it’s out there, and whether it’s out there.
You choose Fireline cable thread and this choice means your piece will be stiffer, might hold a shape better, might resist the abrasion of beads, but also might mean less comfort or adaptability.
You choose cable wire and this choice means that your piece might not lay right or comfortably. A necklace will be more likely to turn around on the neck. It might make the wearer look clownish. At the same time, it might make the stringing process go more quickly. Efficiency translates into less money charged, and perhaps more sales.
You choose to mix opaque glass with gemstone beads, mixing media which do not necessarily interact with the eye and brain in the same way. This may make interacting with the piece seem more like work or annoying.
The ends of your wirework will not keep from bending or unraveling, so you solder them. Visually this disrupts the dance you achieve with wire bending and cheapens it.
You choose gray-toned beads to intersperse among your brightly colored ones. The grays pick up the colors around them, adding vibrancy and resonance to your piece. The gaps of light between each bead more easily fade away as the brain is tricked into filling them in with color.
You mix metalized plastic beads in with your Austrian crystal beads. In a fortnight, the finish has chipped off all the plastic beads.
You construct a loom bracelet, flat, lacking depth or a sense of movement. Your piece may be seen as pretty, but out of step with contemporary ideas of fashion, style, and design.
If we pretend our management choices here do not matter, we fool ourselves into thinking we are greater artists and designers than we really are.
JEWELRY DESIGN MANAGEMENT:
BUILDING A STRUCTURE AND ORGANIZATION FOR THINKING THROUGH DESIGN
Design management is multi-faceted. We intuitively know that proper preparation prevents piss poor performance. So let’s properly prepare. This means…
DESIGN THINKING
Designing jewelry demands that we both do and think. Create and manage. Experience and reflect.
The better Jewelry Designer sees any Project as a system of things, activities and outcomes. These are interconnected and mutually dependent. Things are sometimes linear, but most often iterative – a lot of back and forth and readjustments.
The better Jewelry Designer is very reflective. She or he thinks about every detail, plays mental exercises of what-if analyses, monitors and evaluates all throughout the Project’s management. She or he thinks through the implications of each choice made. The Designer does not blindly follow a set of instructions without questioning them.
At the end of the day, your jewelry is the result of the decisions you made.
Something to think about.
HOW DO WE TEACH JEWELRY DESIGN THINKING
AS A MANAGEMENT PROCESS
We should teach students to design jewelry, not craft it. Rather than have students merely follow a set of steps, we need to do what is called “Guided Thinking”.
For example, we might encourage students to construct and feel and touch similar pieces made with different materials, beads and techniques, and have them tell us what differences they perceive. We should guide them in thinking through the implications for these differences. When teaching a stitch, I typically have students make samples using two different beads – say a cylinder bead and a seed bead, and try two different stringing materials, say Fireline and Nymo threads.
We also should guide them in thinking through all the management and control issues they were experiencing. Very often beginning students have difficulty finding a comfortable way to hold their pieces while working them. I let them work a little on a project, stop them, and then ask them to explain what was difficult and what was not. I suggest some alternative solutions – but do not impose a one-best-way – and have them try these solutions. Then we discuss them, fine-tuning our thinking.
I link our developing discussions to some goals. We want good thread management for a bead woven piece. We want the beads to lay correctly within the piece. We want the piece to feel fluid. We return to Guided Thinking. I summarize all the choices we have made in order to begin the project: type of bead, size of bead, shape of bead, type of thread, strategy for holding the piece while working it, strategy for bringing the new bead to the work in progress. I ask the students what ideas are emerging in their minds about how to bring all they have done so far together.
At this point, I usually would interject a Mini-Lesson, where I demonstrate, given the discussions, the smarter way to begin the Project. In the Mini-Lesson, I “Think Aloud” so that my students can see and hear how I am approaching our Project.
And then I continue with Guided Thinking as we work through various sections of the Project towards completion. Whatever we do – select materials, select and apply techniques, set goals, anticipate how we want the Project to end up – is shown as resulting from a managed process of thinking through our design.
In “Guided Thinking”, I would prompt my students to try to explain what is/is not going on, what is/is not working as desired, where the student hopes to end up, what seems to be enhancing/impeding getting there.
With guidance, demonstration and repetition, it is my hope that such thinking becomes a series of Thinking Routines my students resort to when starting a new project. As students develop and internalize more Thinking Routines, they develop greater Fluency with design.
And that should be our primary goal as teachers: developing our students’ Fluency with design.
Posted in Art or Craft?, bead weaving, beads, beadwork, business of craft, design management, jewelry design, jewelry making, Learn To Bead | Tagged: beading, design management, jewelry design, jewelry design theory | 2 Comments »