THE THEORY OF DESIGN NATURALLY
Our eyes look out on a complex world, but the brain unconsciously selects what interests us and make it seems simple. These interests are strongly dominated by the long tradition of a geometric and reductionist approach to the world and nature. Designers usually reduce natural complex forms to their basic geometries and change them to manipulated and adapted materials for their designs. It is believed that this common vision of nature deprives us of perceiving its complex reality. Meanwhile, appealing to the complexity is a key tool for renewing the normative aesthetic language and seeking freedom from conventions in the field of design. Based on this argumentation a phenomenological study was being conducted to learn from nature’s complex approach to the form issue in order to achieve possible renewal solutions. Numbers of natural phenomena were chosen and obsessively studied. Investigations showed that nature’s real approach to the theory of form is basically different from the designers’ approach. The theory of Design Naturally (DN) is generated based on nature’s different approach to the form issue. Our understandings as industrial designers from studying natural forms could provide a comprehensive new vision to aspects of the form issue. These findings are presented as the theory of Design Naturally for industrial designers. This is an applicable theory with a clear picture of nature, aesthetics, form-giving process, complexity, abstraction, geometry, gestalt, form, visual abstractions and function. In this regard, it grants such analytical and practical tools and procedures which open the way of this theory to the real design practice and markets. Our hypothesis is that this design package can be the spring of so much creativity for product designers (Kamehkhosh et al., 2012). These plaster models present how the major principles of the theory of design naturally about visual abstractions, would work in a variety of compositions and how each of the elements of forms (line, plane, volume, color, and texture) would behave by.