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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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p159 Grid Mondrian

Responsive design meets Piet Mondrian: grids ensure order and harmony in the design. But they can also be used dynamically. The interaction of colored areas, text boxes, and white space, placed evenly or irregularly, creates tension. Text boxes outlined in black refer to the black lines in Mondrian's surface compositions. Filled with text, they create short reading sections that can be consumed quickly. The texts are reduced to essential statements or important quotations. This makes them quick to grasp and does justice to the shorter attention span on the web. The layout is flexible: when the browser window is enlarged or reduced, the areas and text boxes are constantly rearranged. The design not only uses the primary colors yellow, red, and blue, but also exclusively rectangular areas. The entire design is based on abstraction and simplicity: clear shapes, colors, and large lettering. A certain amount of chance creates a little chaos: the flexible design cannot be completely controlled.

In the print publication, it becomes clear that the responsive design cannot simply be transferred to the printed pages. The bordered text boxes give way to narrower columns, which are also arranged in a flexible grid. Different font sizes and text arrangements emphasize the flexible design concept—even in static print.

“It is safe to say that no form within the whole of modern aesthetic production has sustained itself so relentlessly while at the same time being so impervious to change. It is not just the sheer number of careers that have been devoted to the exploration of the grid that is impressive, but the fact that exploration could never have chosen less fertile ground. As the experience of Mondrian amply demonstrates, development is precisely what the grid resists. It is what art looks like when it turns its back on nature.”1

  1. Krauss, Rosalind. “Grids.” In The Originality of the Avant-Garde and Other Modernist Myths. Cambridge, MA: MIT Press, 1985.