Two-Day Masterclass. Design Visualization. Strategies and techniques for sketching and concept representation

Design proposals, no matter what kind, can only be evaluated if they have been visually clarified. Sketches help to externalize ideas and to communicate with all the stakeholders involved in a design project: partners, users and clients. In general, visual representations form the integrative language for design.

Sketches and visuals can take different forms and have different functions, depending on the design stage and related communication requirements. The variety of ways how to visualize within the domain of industrial design is extensive.

This Master Class addresses the visual exploration of strategies, sketches of objects, shapes and 3D scenes, story-telling, visual thinking, and data representation, all of which are built on a clear methodological framework.

Learning Objectives
During this master class, you will learn to:
• to apply the various types of sketching and visualization techniques, as part of a design process;
• how to support design thinking with visual thinking;
• how to understand and communicate form and meaning in design;
• to apply different techniques, tools and materials;
• how you can integrate design visualization in your daily practice.

• The various techniques for sketching and visualizing;
• Supporting design thinking with visual thinking;
• Understanding, communicating and exploring form and meaning in design;
• Applying specific methodology, tools and materials;
• Integrating design visualization in your daily practice.


JanWillem Hoftijzer spent several years working as a product designer. Today, he teaches design drawing and coordinates staff at the faculty of IDE. Other members of the Master Class team, are Susie Brand, Joost Kuipers, Mark Sypesteyn and Marijn Haans.


Industrial Design Engineering, TU Delft Art Centre


Industrieel Ontwerpen


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Masterclass IDE

Website IDEMC6


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