A presentation illustrating how abstraction techniques facilitate innovation. Used as an introduction to abstraction workshops for the design teams at Samsonite.

1. Provoking Desire
Deena Denaro
3D, Experience & Communications Designer
@Dna_DdB
Deena.de [at] gmail
Through Sensualistic Design & Abstraction
© Deena Denaro 2017

2. Sensualistic Design is the strategic process of creating designs where
the brand experience triggers one or more senses to evoke an intuitive
response in the customer.
Evoking the Senses
Sensualistic Design
When irrational acts are
committed knowingly they
become a sort of delicious
luxury. -Vance Packard
© Deena Denaro 2017

3. Abstraction is the exploration of form through physical and visual
experience to discover solutions that transcend linear thinking and
commonplace expectations.
The Structure of Visual Relationships
Abstraction
© Deena Denaro 2017

4. Based on the analytical intelligence of the most acclaimed works in
western art & design, Abstraction is a concrete method of creating
pleasing visual relationships in three-dimensional form.
The Structure of Visual Relationships
Abstraction
Everything is expressed through Relationships.
-Piet Mondrian
© Deena Denaro 2017

5. Abstraction techniques remove subjectivity from the design process and
give the designer a set of tools which he or she can use to resolve any
design problem.
The Structure of Visual Relationships
Abstraction
© Deena Denaro 2017

6. Similar to a new alphabet, the designer selectively deploys these building
blocks to create the most eloquent solutions to any design problem.
The Structure of Visual Relationships
Abstraction
© Deena Denaro 2017

7. Practicing Abstraction allows the designer to focus on the aesthetics
without the additional burden of resolving functionality.
The Structure of Visual Relationships
Abstraction
© Deena Denaro 2017

8. Abstraction techniques are not the antithesis of CAD skills, instead they
can actually enhance a designerʼs abilities in CAD.
The Structure of Visual Relationships
Abstraction
© Deena Denaro 2017

9. This liberates the idea generating process and helps the designer to
innovate and experiment beyond pre-existing solutions.
The Structure of Visual Relationships
Abstraction
© Deena Denaro 2017

10. Abstraction techniques are employed across all design disciplines but they
are most evident in fashion and jewelry design where aesthetics does not
become as marginalized in the face of function.
The Structure of Visual Relationships
Abstraction
© Deena Denaro 2017

11. The best designers know how to strike a balance between form and
function, creating elegant looks that are timeless rather than contemporary.
The Structure of Visual Relationships
Abstraction
© Deena Denaro 2017

12. Without Abstraction
The Ordinary Transformed
Abstraction
With Abstraction
Study:
Lines in Space
© Deena Denaro 2017

13. Without Abstraction
The Ordinary Transformed
Abstraction
With Abstraction
Study:
Curvilinear
Volumes
© Deena Denaro 2017

14. Without Abstraction
The Ordinary Transformed
Abstraction
With Abstraction
Study:
Rectilinear Planes
© Deena Denaro 2017

15. Without Abstraction
The Ordinary Transformed
Abstraction
With Abstraction
Study:
Concavity
© Deena Denaro 2017

16. Without Abstraction
The Ordinary Transformed
Abstraction
With Abstraction
Study:
Rectilinear &
Curvilinear
Volumes
© Deena Denaro 2017

17. Without Abstraction
The Ordinary Transformed
Abstraction
With Abstraction
Study:
Lines & Convexity
© Deena Denaro 2017

18. Without Abstraction
The Ordinary Transformed
Abstraction
With Abstraction
Study:
Folded Planes
© Deena Denaro 2017

19. Without Abstraction
The Ordinary Transformed
Abstraction
With Abstraction
© Deena Denaro 2017
Study:
Curvilinear
Volumes

20. Visual Abstraction
© Deena Denaro 2017
Deena Denaro
3D, Experience & Communications Designer
deena.de@gmail.com
+44 (0)7590 910 177
Discover how Abstraction Techniques can be used
to make Samsonite’s Soft Goods sexier!
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