Generative design methods can facilitate a new parametric design process which will redefine the role of the designer.

Computation has played an ever increasing role in the design process since the late 1980s. Traditionally, the computer has always been classified as a tool; no different in status to the pencil. It does however, require the designer to articulate his or her ideas with extreme precision. Many designers believe this to be a shortcoming in the ideation phase of the design process. Milton Glaser stated “the problem with the computer is that everything has to be made clear too quickly” He argues “the maintenance of ambiguity is central to how the brain works”.

What if the computer was elevated to that of a collaborator? Generative design is a method that involves defining parameters dynamically and then evaluating the generated outcomes. This is a process differentiated from the use of standard design tools because it can be automated either randomly or through the application of artificial intelligence.

Iterative experimentation was a vital research method throughout this project. The complex, node based design of the poster was generated using a series of modified, open source scripts.

The electronic object is becoming ubiquitous. By its nature, electronic media has the capacity to be fluid and responsive to its environment. This project will explore how generative design processes allow designers to create forms of communication that adapts dynamically to their purpose and audience.