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RATIO NA L RATIONA WON DE R Tina Niu


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RATIONAL WONDER Tin a Niu


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“WONDER, CONNECTED WITH A PRINCIPLE OF RATIONAL CURIOSITY, IS THE SOURCE OF ALL KNOWLEDGE AND DISCOVERY, AND IT IS A PRINCIPLE EVEN OF PIETY.”

04

— S A M UEL H O R SLE Y 05

I w a n t t o live in a st at e o f 06

c o n st a n t w o n d er a n d t o st a y c u rio u s a b o u t w h at e c st asy is t o m er e ple asu r e. T h e d u ratio n o f m y w o n d er

07

is lim it e d o nly by m y p o w er t o r e m ain o p e n. D e sig n h elp s m e t o o p e n m yself t o w o n d er-fille d w orld all

08

t h e tim e.

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ACADEMY OF ART UNIVERISTY, SCHOOL OF GRAPHIC DESIGN TIN A NIU 01 02 03 04 05

In s tr u c t or: M ar y S c o tt 06

© 2014 All rig h t s r e ser ve d. N o p ar t o f t his p u blic atio n c a n 07

b e r e p or d u c e d w it h o u t e x pr e ss p er m issio n fr o m Tin a Niu.

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B o o k Bin d er y T HE K E Y BIN DIN G C O M PA N Y 10 0

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HILLTOP D R IVE, BER K ELE Y, C A 9 4710

TIN A NIU, LUIS A BE TA N C O UR T Title O f B o o k R ATIO N AL W O N D ER C over St o c k B U CK R A M B O O KCLOT H, W AL N U T W O O D Prin tin g PLOT NE T. FIN C H FINE, 10 0 L B. Fo n t s LE T TER G OT HIC M EDIU M / CITIZEN LIG H T S o f t w ar e A D O BE CR E ATIVE S UITE CLO U D

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TABLE OF WONDER

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0 6 M A K E C O M PLE X T HIN G S SIM PLER

Book

Visu al D e sig n Sys t e m

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01 SPACE TIM E R E A DIN G

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07 VOLPINI

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02 AVED O N P O R TR AIT

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0 3 KO HL’S Group

0 8 U BER

Project &

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D e sig n /

Rid e sharin g Bran din g /

S e r v ic e

D e sig n

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0 4 EQ UIP M EN T

0 9 R AINFO R E S T M A ZE

R e t ail

Game

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D e sig n

Id e n tity & Bra n din g

Package

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05 FER OZ

168

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B o t tle

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D e sig n

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water D e sig n

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“WONDER IS LIKE A GRACEFUL DIMENSION, IN THAT IT’S NOT A CONDITION WE GRASP; IT GRASPS US.”

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— D avid Ja m e s D u n c a n 04 05

b ase d o n t h e t h e m e: S p ac e + Tim e

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A b o o k [Jo u r n al] d e sig n pr o je c t + R e a din g.

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T h e w h ole pr o je c t in clu d e s: a ty p e se ttin g w it h o n e c o n c e p t,

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in for m atio n d e sig n for t h e b o o k t h e m e, p h o t o g ra p h y a b o u t t h e ty p e, dig it al c o m p a nio n it e m s

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a n d a w e b sit e. Pr o je c t

C at e g or y B O O K DE SIG N C o u r se T YP O G R A P H Y: C O M PLE X HIER A R C H Y In str u c t or C A R OLIN A DE B A R TOLO Clie n t PU BLIC B O O K S e m e s t er FALL 2013

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SPACE TIM E R E A DIN G


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3 am burg nnes Joha nbul Ista t na ien Oslo V Beiru e lle is r m i a Cairo P Ro oldv lm erlin p thens o A o H Le ockh ls B en nki C Hellsin m I St usse hag e a n W n t s r ru le B ope fur k am Je ascus EN ndo in C n E a m a r d l F ter a D R G Lo ub non s n D an rid Am rcelo a d h n B S a o w M isb o L asg ar l G Dak

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TIME READING

HOME

FROM BOOKS TO TEXTS

GATHERING UP CHARACTERS

CONTENTS

INFOGRAPHICS

ABOUT THE BOOK

Andrew Blauvelt Curator of Architecture and Design at the Walker Art Center, Minneapolis

It took about 300 years for the codex (the book as a set of bound pages) to rival the popularity of scrolls and another 300 years to replace it completely. This easy to read, efficient, durable, compact, portable, and randomly–accessible format multiplied with the invention of . . .

Arie Altena Writes about art and new media; he works for V2_ in Rotterdam and co-curates the Sonic Acts Festival

Reading behavior changes, also because of the influence of technology. Empirical research has shown that a screen–based reading behavior has arisen because we are online so much and read from the screen. A characteristic of this reading behavior is that more time is spent on browsing, scanning, and identifying key words. Reading is selective, things are not read more than once, and it is generally non–linear. It is said to be at the expense of concentrated

and in-depth reading. That’s probably right. Readers in the richer countries read more and more from the screen. The developments of the past twenty–five years have been just as radical as those following the invention of book printing. With the transition from printed material to digital text, there was, to a certain degree, a shift from ‘owning text’ to ‘accessing text’; from a book or magazine that you hold in your hand, to access to text in the ‘cloud’–the Internet–via an appliance. (I write ‘to a certain degree’ because in the past the ‘access’ to text

was primarily for professional readers: you had to be in the library.) How, then, will we read in the future? No different than in the past–at least as long as it’s about converting word images into something with linguistic meaning. That people are reading more from the screen doesn’t, of course, mean that concentrated reading is a thing of the past, or that nobody ever reads out loud. When reading selectively, scanning, the word image is converted into meaning. After seventeen to eighteen years of screen reading, the question of how you ensure a concentrated reading experience in the current–and

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CONTENTS

INFOGRAPHICS

ABOUT THE BOOK


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“WHAT A WONDERFUL THOUGHT IT IS THAT SOME OF THE BEST DAYS OF OUR LIVES HAVEN’T HAPPENED YET.”

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— A N NE FR A N K 03 04 05

A p or trait u r e p h o t o g ra p h y pr o je c t 06

b ase d o n Ric h ar d Ave d o n’s style. A m eric a n p h o t o g ra p h er Ric h ar d

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Ave d o n w as b e st k n o w n for his w ork in t h e fashio n w orld a n d for his m inim alis t, lar g e-sc ale, c h arac t er-

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r eve alin g p or trait s. For t his pr o je c t, I c h o se se nior s as m y m o d els a n d w a n t e d t o sh o w t h eir in divid u al

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c h aris m a in Ric h ar d Ave d o n’s blac k a n d w hit e p or trait style.

AVED O N P O R TR AIT C at e g or y PH OTO G R A PH C o u r se P H OTO G R A P H Y FO R D E SIG NER S In str u c t or R OSE H O D G E S S e m e s t er SPR IN G 2011

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“LIFE DOESN’T HAVE TO BE PERFECT TO BE WONDERFUL.” 01 02

— A N NE T TE F U NICELLO

03 04 05

A gr o u p p ac k ag in g d e sig n pr o je c t 06

for Ko hl’s. To b e t h e le a din g fa m ily-fo c u se d,

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valu e-orie n t e d sp e cialty d e p ar t m e n t st or e o fferin g q u ality e xclu sive a n d n atio n al bra n d m er c h a n dise

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t o t h e c u st o m er in a n e nvir o n m e n t t h at is c o nve nie n t, frie n dly a n d e xcitin g.

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Pr o je c t

C at e g or y PACK AGIN G C o u r se 3 D C OLL A B O R ATIVE PR O JEC T In str u c t or T H O M A S M CN ULT Y Clie n t KO HL’S D EPA R T M EN T S TO R E S e m e s t er S U M M ER 2014

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Pr o d u c t lin e: C o o k w ar e &

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A p plia n c e s

SPORTS

S oi (B at h & B o d y)

G o S p or t s (S p or t s)

F loral/S o f t/Fr e sh/Cle a n

U nise x /B old/C olor ful/Po w er ful

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for sale w it hin t h eir n atio n-w id e

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Tar g e t au die n c e

G e o m e tric/Brig h t/C olor ful

O u r t ar g e t au die n c e is fo c u se d o n

Pr o d u c t lin e: R o o m Str o g e &

e x t e n din g t h e c u rr e n t K o hl’s au die n c e

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Vit a Liv in g (Liv in g)

old n e wly w e d s a n d n e w h o m e o w n er s. 08

D e sig n strat e g y 09

To cr e at e in h o u se bra n d s, K o hl’s e n d or se d bra n d s, h o u se o f bra n d s, c olle c tive e x ploratio n.

Lil’ Pe a n u t s (Kid s’ A p p ar el)

Pric e p oin t ra n g e

U nise x /D a p p er/Str e e t Style/Hip s t er

K o hl’s pric e p oin t r e m ain e d lo w t o

Pr o d u c t lin e: Kid It e m s

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“ALWAYS BE ON THE LOOKOUT FOR THE PRESENCE OF WONDER.” — E.B. W HITE 01 02 03 04 05 06

A r e t ail a n d pr o d u c t id e n tity pr o g ra m d e sig n.

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I c h o se EQ UIPM ENT Fe m m e for t his pr o je c t a n d r e d e sig n e d t h eir e n tir e pr o d u c t im ag e a n d

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id e n tity syst e m. I w a n t e d it b e c o m e t o a u niq u e a n d hig h-e n d t h e ‘M o d er n W o m a n Life Style’

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fashio n c o m p a n y. I fo c u se d o n sellin g p oin t in t h e m arke t a n d sys t e m for t his c o m p a n y. Pr o je c t EQ UIP M EN T C at e g or y ID EN TIT Y C o u r se S TR ATEGIE S FO R BR A N DIN G In str u c t or T H O M A S M CN ULT Y Clie n t EQ UIP M EN T FE M M E S e m e s t er SPR IN G 2014

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d e sig n e d a p o w er ful id e n tity


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“I WOULD RATHER HAVE A MIND OPENED BY WONDER THAN CLOSED BY BELIEF.”

03

— G ER RY SPEN CE 04 05

for Bra zil w in er y Feroz.

fe elin g in t o t his pr o je c t. T h e

07

I w a n t e d t o brin g a Bra zilia n ju n gle

06

T h e pr o je c t is a p ac k ag in g d e sig n

fir s t t hin g t h at cr o sse d m y m in d 08

w as w ild a nim als. T h e tig er, g orilla a n d py t h o n ar e ty pic al Bra zilia n w ild a nim als. W o o d grain e d p a p er

09

plu s g old p a p er also a d d e d a str o n g e ffe c t for t h e la b el d e sig n.

FER OZ C at e g or y PACK AGIN G C o u r se A DVA N CED 3 D BR A N DIN G In str u c t or C H R IS TINE G EO R G E Clie n t FER OZ WINERY S e m e s t er SPR IN G 2014

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Pr o je c t


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FEROZ

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FEROZ

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FEROZ

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FEROZ

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FEROZ

118

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119

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FEROZ

120

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121

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FEROZ

122

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MAKE

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T HING S

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SIMPLER

125

01 02 03

“THERE ARE NO GREAT LIMITS TO GROWTH BECAUSE THERE ARE NO LIMITS OF HUMAN INTELLIGENCE, IMAGINATION, AND WONDER.”

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04

— R O N AL D R E AG A N 05

T h e pr o je c t is a b o u t a visu al 06

d e sig n o f a n n o n-pr o fit or g a niz atio n Cre ative Co m m o ns.

07

For t his or g a niz atio n, I w a n t e d t o t ell a n e m o tio n ally e n g ag in g st or y acr o ss a ra n g e o f m e diu m s. T hr o u g h

08

a b o o kle t, p o st er s a n d dig it al c o m p a nio n it e m s, I u se d a str o n g

09

w a y t o c o nve y t h eir m ain g o al. Pr o je c t

C at e g or y N A R R ATIVE, P OS TER, W E B SIT C o u r se VIS UAL S YS TE M S 2 In str u c t or SE A N M CG UIR E Clie n t CR E ATIVE C O M M O N S S e m e s t er Fall 2014

10

M A K E C O M PLE X T HIN G S SIM PLER


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126

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R ATIO N AL W O N D ER

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f io o lio f o T fIN TI AIU NIU PoP ro tr ft ol AN N


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VOL PINI

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“WONDER IS THE FOUNDATION OF ALL PHILOSOPHY, INQUIRY THE PROGRESS, IGNORANCE THE END.” 01

— MIC HEL DE M O N TAIG NE 02 03 04 05

T h e pr o je c t is p ac k ag in g d e sig n 06

for Volpini Italia n D eli. I m a d e a n e w p ac k ag in g syst e m

07

for t h e bra n d Volpini a n d le t it h ave m or e It alia n fe at u r e s a n d a fa m ily-o w n e d style. Also I

08

fo c u se d o n t h e hig h q u ality b u t a little old w orld d e sig n in t h e d eli m arke t. A classic a n d

09

tra ditio n al fe elin g is sellin g p oin t for t his c o m p a n y.

VOLPINI C at e g or y PACK AGIN G, BR A N DIN G C o u r se E XEC U TIN G 3 D D E SIG N In str u c t or C H R IS TINE G EO R G E Clie n t VOLPINI ITALIA N D ELI S e m e s t er FALL 2013

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VOL PINI

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139

SINCE 1900 SINCE 1900

ITALIAN DELI 01

ITALIAN DELI

02 03 04

1.4

2.25

05

.75

06 07 08 09 10

5

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1.6

1.6


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VOL PINI

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141


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oo lio fo f P oP ro tr ft of li TIT NI AN A NIN UIU


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VOL PINI

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145

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VOL PINI

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147

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VOL PINI

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149

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UBER

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“IT IS A HAPPINESS TO WONDER; IT IS HAPPINESS TO DREAM.” 01

— ED G A R ALL A N P OE

02 03 04 05

T h e pr o je c t is a n id e n tity 06

d e sig n for a tra n sp or t atio n n e t w ork c o m p a n y U b er.

07

I r e cr e at e d U b er bra n d a n d le t it b e c o m e a u niq u e a n d hig h-e n d tra n sp or t atio n n e t w ork c o m p a n y.

08

At t h e sa m e tim e, I fo c u se d o n t h e privat e ser vic e sellin g p oin t in t h e m arke t a n d d e sig n e d a suit a ble

09

a n d p o w er ful id e n tity syst e m for t his c o m p a n y.

U BER C at e g or y ID EN TIT Y C o u r se S TR ATEGIE S FO R BR A N DIN G In str u c t or T H O M A S M CN ULT Y Clie n t U BER C O M PA N Y S e m e s t er SPR IN G 2014

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157 | 156 UBER | Project

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UBER

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UBER

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“MYSTERY CREATES WONDER AND WONDER IS THE BASIS OF MAN’S DESIRE TO UNDERSTAND.”\

02 03

— NEIL A R M S TR O N G

04 05

T h e pr o je c t is a g a m e d e sig n w it h 06

rain for e s t t h e m e. T h e rain for e s t is a n e xcitin g a n d

07

m ys t erio u s plac e for k id s. I p u t t his c o n c e p t in t o m y g a m e d e sig n a n d c as t five differ e n t w ild a nim als fr o m

08

t h e rain for e s t as g a m e c h arac t er s. It is a n e n t er t ainin g m a ze g a m e for yo u n g k id s.

09

Pr o je c t

C at e g or y PACK AGIN G C o u r se A DVA N CED 3 D BR A N DIN G In str u c t or C HR IS TINE G EO R G E Clie n t BR AVO G A M E S T U DIO S e m e s t er SPR IN G 2014

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R AINFO R E S T M A ZE


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“WONDER IS NOT A POLLYANNA STANCE, NOT A DENIAL OF REALITY; [IT] IS AN ACKNOWLEDGMENT OF THE POWER OF THE MIND TO TRANSFORM.”

03

— C H R IS TIN A B AL D WIN 04 05

A p o w er ful a n d bra n din g a n d p ac k ag in g 06

d e sig n for Esse n c e Bottle Water.

T h e E sse n c e B o ttle d Wat er C o m p a n y 07

is lo c at e d in Chin a. T h e y e x trac t t h e e sse n c e o f f lo w er s t o m ake f lavor e d w at er, w hic h is t h e fo c u s

08

o f m y sellin g p oin t. Pr o je c t

09

E S SEN CE C at e g or y

C o u r se E XEC U TIN G 3 D D E SIG N In str u c t or C HR IS TINE G EO R G E Clie n t E S SEN CE W ATER S e m e s t er FALL 2013

10

PACK AGIN G


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01 02 03 04

THANK YOU SO MUCH

05

T h a n k yo u t o M u m a n d D a d for 06

t e ac hin g m e ever y t hin g I k n o w. Yo u h ave alw a ys b e e n t h er e a n d su p p or t m e sin c e t h e b e g inin g.

07

T h a n k yo u t o m y in str u c t or s: M ar y S c o tt, T h o m as M c N ulty, 08

Chris tin e G e or g e, Ariel G r e y, C ar olin a D e B ar t olo, R ola n d a n d Yid o n g Zh a o.

St ac y H er n a n d e z. TIN A NIU Tele p h o n e 415-351-973 8 A d dr e ss 620 J O NE S S TR EE T, S A N FR A N CIS C O, C A 9 4102 E m ail TIN A N B W @ G M AIL.C O M W e b sit e NIU BIW EI.C O M

10

T h a n k yo u t o m y E SL su p p or t er

09

Yo u n g, D av id H ake, Xin g y u H o n g


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