Play the System
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is a platform for parametric design in graphic design. It documents the work of students and teachers at the Department of Design at Hamburg University of Applied Sciences (HAW), who are investigating the significance of the system as a conceptual model and design method under the title “Parametric Design in Graphic Design.”

Design is less about intuitive, even ingenious “strokes of genius” and more about a holistic and rule-based (systemic and systematic) process of gaining knowledge and shaping form. It is becoming increasingly important to be able to design dynamic systems that both guide and inspire the design process.

Parametric design refers to this design in and of systems—with rules, their modes of operation, and systematic manipulability. The research project, led by Prof. Heike Grebin, is an integral part of teaching and aims to raise awareness of design as a performative process.

Play the System brings together selected study projects in which the system plays an important role as a design method – whether analog or digital. The works are created in a fruitful symbiosis of theory, design, and technology. Socially relevant issues and positions from philosophy, art, and avant-garde design from around 1900 to the present day are repeatedly discussed.

Play the System is an invitation to become aware of the systemic competence of graphic design and to gain the maturity to use the tools of digital design critically.

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Play the System Projects /

p372 The Renaissance of Female Stereotypes

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The work deals with the renaissance of 1950s female stereotypes in today's social media. The identified ideal images of women from the 1950s are compared with the (self-) portrayals of women today. In the 1950s, there was a commercialization of women. A similar process is taking place today with the media shift to social networks. This phenomenon will be examined using the example of Instagram. Beauty ideals and role clichés are being questioned, and a fixation on topics such as beauty, fashion, and nutrition can be observed in social media, as studies show. The Dr. Oetker advertisement from the 1950s describes a clear parallel with the supposedly crucial questions in a woman's life: “What should I wear, what should I cook?”