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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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Karl Gerstner's "morphological box" (Karl's Box), based on theories by Fritz Zwicky, is the source of inspiration for the ParaMat workshop. In the collective design process, the demand for a specific (good) design fades, and all students begin to experiment freely and playfully. In eight hours, 24 collectively designed posters are created, with three working groups of eight students each designing eight posters in eight rounds.


Each student chooses one of the more or less meaningful themes (anarchy, chaos, dada, intoxication, yodel, XXL, etc.) to start the design process. After each round, the poster design is passed on to the next member of the group in a clockwise direction. The designs are developed using a set of parameters from “Karl’s Kasten“ such as font, relationship, and color. Nothing from the previous round can be deleted—only altered or added to.


Everyone has only half an hour to react to the previous design and create a new idea. At the end of the workshop, everyone has been involved in every poster created in their group.