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 /

p157 Graphic Analysis of the U.S. President’s Language

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Based on Trump's provocative appearances during his time in office as President of the USA, the question arose as to whether his aggressive rhetoric and populist style could be visualized and to what extent he differs from his predecessors and successors. Graphic experiments were conducted to visually analyze the structure of campaign speeches by the last four US presidents. Selected speeches by George W. Bush (2001—2009), Barack Obama (2009—2017), Donald Trump (2017—2021), and Joe Biden (2021—2025) are analyzed in five categories (word length, word types, emotional tone, syllables (number of syllables) and ambient sound) and presented in different graphical systems and formats.