<Notation>
Various arguments have been made about an author, creations of them and the relationships with the receiver.
When it comes to think about the notion of ‘designer as an author’ and its rights and following values, it is important rather not to worship the roles of author and attribute the idea to a individual designer, considering the cooperative works of the design field. Instead, it is more valuable for designers to concentrate about how to show and render the content in preference to prioritising the content. In other words, how to tell the content by using variety devices and elements is crucial.
Therefore, rather than designer as author, being designer as translator, designer as performer and designer as director would be helpful.
Because the content is interpreted variously through the time while reflects the individuality of the translator, also realised differently by numerous graphic devices, and when regarding in massive scale projects, the whole production itself can be content.
<Surprises>
How confusing it is to think about the role of the designer!
We should not put so much power on the name of the designer!
Also on the content itself as well!
Being a designer as author is not that much suitable in recent atmosphere!
Instead! We should try these three ways!
No.1! Translate the works as a translator! Because it really changes all the meaning, we are living all different lives and our individuality is numerous!
No.2! Be a performer! How we bind all the contents creates variety of new stories!
No.3! Direct them! From scratch to final screen, the entire journey can be a design work itself!
<Litotes>
Receiving and designing a text or content in flexible ways contains much food for thought.
<Retrograde>
The entire process of the production can be the theme of a project. By whom and how the elements in the story are collected and categorised is matters when a design project is holding a place. Furthermore, the individuality of the translator and the physical time affects to the way of translating the works.
Consequently, we should try to be a designer as translator, designer as performer and designer as director.
Contents are not crucial anymore, how to tell them are the key.
Designers should better not to focus on auteurism since obsessing on the name of the creator and their idea is not so much pleasant because we are living in this era of cooperative design field.
<Metaphorically>
Milk from a particular brand can become a whole different object.
By where it placed and how it represented, creates variety of situations.
When someone standing in front of the cosmetic kiosk and mentioning they are promoting the new product after the label of the bottle is removed and replace the package of milk bottle, people who are getting this information will regard the milk as the cosmetic product.
The way they are shown also influences to how they would perceived. For example, when milk contained in a bucket near a easel at a atelier, even without the words people would think it as a water that the artist is using.
In addition, positioning a single object in a large span affects as well.
Stocking all kinds of milk on the whole shelf in the groceries , the shelf is categorised as ‘dairies’.