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Design Thinking
Design intelligence or innovation
Process must drive outcome
Bruce Mau
Michael Speaks
Not outcome driving process
Designers are inventive
Eva Zeisel
Participatory design
Builds brand loyalty
Co-creation by audience
Threadless t-shirt company
Vote on t-shirts to produce
Contribute designs
Businesses benefit from:
Ways of communicating
To differentiative themselves
Products
New ideas
Must understand project
To explain/communicate to audience
Development
Strategy
The Challenge
Geodesic dome, lightweight/adaptable for specialized uses/created with artist/valued as useful by industry immediately
Make better use of latest technologies for greater good of everyone.
Sustainable systems, environments, objects: B. Fuller high-tech approach. Influencing generation of designers/planners to consider problem of limited resources, during globalisation. Fakeship� earth - lots of people.
- users/audiences otherwise not focus of attention. Not as new consumers, but as groups who need help w/ basic needs, or disabled, alternative lifestyles, (otherwise ignored groups by design profession) and valorizing craft (prev: craft values 60s/70s think are more important - the making/doing with different insight about materials/uses, more human-centered proportions, value tangible/spiritual aspects of objects, real human effort, expertise - values applied to novel situations, (non-tradition craft) design objects)
- Valorization of everyday objects that are otherwise trash. Repurpose, (free) pans for radio receiver for developing economy/country. Think really creatively about machines/tools that improve these peoples lives. Low-tech.
- Post-modernist theories - influencing design. Types of influences/sources - from wide range of sources, from everyday situations - learn from people rather than imposing our pedagogy.
Victor Papanek�s Design for the Real World, 72
Sustainability, Role of Designer - in future impact of one�s design and of consumer behaviour
Creative, small-scale design solutions - that designers/corporate can learn from.
Sideview mirror with ducttaped.
People are creative, (post-modern resistance, bricollage) Make own meaning.
William Whyte�s The social life of small urban spaces (film, observation, mapping, analysis) - focus on how people interact with spaces in hostile environments.
Helps to think more critically about design process and human interactions <- key to how effective, desirable design)
4b
Various business firms / designers unable to conduct extensive ethnographic studies like in academia - but do apply method.
4a
Be accountable
Communicate value of design to client
Use design metrics
Design in context
Both client and audience needs
Meaningful design
Collaborate
Working with clients
Multi-disciplinary research
Human-centered design
Embrace Complexity
Client's Business Environment
Different Audience Contexts
David Holston
Shifts focus from isolated product to system-wide perspective
Design Methods
Interpretive ethnography - reflect on own biases/subjectivities. Learning process for self - Clifford Geertz. Can alter subjectivity/perspective.
Develop more nuanced theories about behavior (imporant for design)
Mainly, ethnography (from anthropology) - researchers live with group to gain perspective, become one, think like subject.
Other methods: focused on experiential, human-centered design.
Emotion: critical in rise of social sciences.
When happy, when things are beautiful and well designed, increased productivity.
Aesthetics and cognitive emotions - also make us work more efficiently.
X
Emotion is as important as aesthetics/attractiveness/beauty.
Key role in how we rationalize/justify why we�re buying it. Telling ourselves stories within who we think we are in world and how we can express that to others.
Affect behaviour, derive pleasure - from function or from associations.
Emotion and cognition (are the same thing)
Cultural associations (esp. british 50s/60s) = desirable.
Emotional relationship btwn people and things. Mini cooper - mediocre car, yet people have strong positive reaction to appearance and overlook lack of functionality.
User�s needs, behaviours, interactions with objects/technology (FOCUS)
Since 60s - social sciences transformed design process
(already mentioned empathetic, human-centred design)
Various research and design methods - adopted from social sciences
Rapid Prototyping
Mapping
Visualization
Collaborative
Participatory
Design Principles
System-centered
Product-centered
Technology-Driven
2d
Environmental destruction, economic inequalities, consumption.
Also designers his/her social, ethical responsibilities.
Something meaningful, useful.
Extrapolation of what�s already happening - exploitative - what�s newer isn�t necessarily better.
Future: impoverished populations - use bodies as farms for pharmaceutical/clinical products i.e. stem cells or eyelashes.
Michael Burton - Nanotopia.
Artists/designers - Troubling implications of technology:
No point if can�t be used.
Make technology comprehensible, applicable, useful, beneficial to people.
Designers: gatekeepers / translators of complex, disturbing, frightening advances
Another critique of technology: designing the elastic mind
2c
Florida replace with latest touch screen - in lab environment vs. with real people
- Unease (faulty - have glorified progress/tech for its own sake. If we can�t use it (social, cultural restraints) misunderstand � not actually functional: mechanistic design thinking, human tech thinking)
- Designers thinking of alternative ways of designing (not just res. & dev., e.g. empathic design, but more nuanced, flexible mass-production and prototyping. Respond to consumer demand quickly and reduce amount produced - and over-consumption/waste)
Fear of machines taking over humans, critique of most Modern environments (high-rise offices/condos and suburbs === more social alienation, environemental destr.)
More and more, seeing problems (environmental destruction, social/physiological destruction) killing ourselves with our fondness for technology, warfare, etc.
Utopian vision of technology.
- inner workings removed and aestheticisezed (colour-coding different pipes) in explicit way, to make people aware of all the machinery,technology - symbolizes openness of museum.
- sometimes, consumerism (late modern tech.) celebrated through stylistic/aesthetic/formal choices - high tech aesthetics (Japanese electronics and architecture, Pompidou
- PUSHBACK against constant consumption.
Post-war 60s-80s - rise of lifestyle community, w/ sophisticated relationship btwn consumers, designed goods and experiences
Immediately post-war, adherence to modernist ideals (functionalism, and standardized mass-production) - to democratize good design, make middle class lifestyle available to more people worldwide.
- Inspired by consumer engineering - increasing focus on consumer.
Design responses to modern tech.
Need for greater design involvement. More products & differentiation between products and in marketing. More choices, more waste. Stop keeping objects - conditioned to trade in for new stuff - seen as progressive and positive (for society, and economy)
Replaces automobile.
Bus boarding tube, �metronizing (above ground subway)� the bus - pay in advance - more efficient, attractive.
- City of Curitiba, Brazil. Transformed since 70s to one of most sustainable cities in world. led by Jamie Learner (mayor, architect, etc)
Sense that it will create chain reaction of innovation, transformation.
Design culture developed, focus on activist (bottom-up), observing people, design and thinking like intended users, empathic design. AND top-down view (need vision, esp. in urban/regional scale planning)
Consider present and future conditions of survival AND WELLBEING (must thrive�emotional aspects, joy of living, how we create meaning, interaction with other people facitilated by objects/environments)
Human sustainability (nt just ecological)
1b (last p.)
- (appro-tech) Process centered, results-driven, users as co-designers (feedback, interaction), on-site assembly, local materials.
Short and long range impact. Unintended consequences/uses.
Not just creating things, but delivering catalysts for change. Thinking beyond -
-Thinking about user, but using technologies to fulfill basic problems/needs.
To generate meaninful design: increasingly prevelant.
Humanitarian/Activist Design:
Thinking ABOUT design
Helps you focus
Allows you to distinguish different methods & theories
Thinking THROUGH
Figuring out
Grasping
Understanding
Thinking ABOUT
Deliberating
Reflecting
Considering
Thinking OF
Inventing
Visualizing
Imagining
Design as Planning
Walker's theory of sustainability
Greenwashing
SLIDE: What are some examples of emotional relationships to objects and consumerism that encourage unsustainable ??
Is it possible to have ??? could you translate these ideas to instill a sense of stewardship, what types of objects would be an obvious fit? Bicycles .Canoes � but few people have them. Fashion? � second hand?
Why would you give up your freedom to carpool?
Having these emotional relationships are good as they encourage a sense of stewardship over things. But what are examples of how the opposite could occur? (Can�t hear the answer???)
But it would require a sea change of thought to slow down enough to consider all one�s objects as spiritual.
What can prayer beads tell us about sustainability. They evolved over time. They are open to adaptation, There is something universal about this idea of ????? This type of flexibility and openness reminds me of .....two people ??? Sustainability can be rooted in a sense of valuing objects and taking care of them. When a object is precious, you will take care of it. We should strive to adapt attitudes to a more sustainable way of doing things.
A theory of sustainability
Example of an object that is all 3, (i) functional, (ii) social positional, and (iii) inspirational is a prayer mat � used in many different religions.---- and other religious objects, prayer beads. Also often expresses a social position. Prayer beads communicate a certain sense of identify. Even a cheap plastic rosary can be considered precious � meaningful kind of ownership that is cultivated with this object. Fulfills all 3 types of needs.
Example of an object that is all 3, (i) functional, (ii) social positional, and (iii) inspirational is Nike Air Pegasus shoes. Most functional products also have the potential to also be social positioning objects.
These categories are sometimes combined. (I missed the name of the man whose theory that is.) An e.g. of social and inspiration, is hand-crafted souvenirs. Often passed down as heritage.
What makes an object consumable? There are 3 categories (i) functional (ii) Social or positional (iii) spiritual. (i) Functional objects are valued for their usefulness. They get the job done. (ii) Social or positional objects include jewelry, tattoos. All social signifiers. Enhance appearance. Show aspiration, social status, etc. (iii) objects that are ??? valued as equally meaningful. Examples religious statues, icons, fine art. Perceived as having special or magical powers.
concept of things that matter
Stuart Walker
Intentional Design
Think of designers as intentional design � the way that designers can impact peoples� values.When disposable products first came on the market, it seemed radical. E.g. throw a shirt away after 3 washes. Car � trade it in after just 3 years rather than fix it up. Diapers � huge amount of waste. Cloth diapers are annoying � require a pin, and then add rubber pants, wash and dry the diapers, folding, etc. So in the 1970s, disposable diapers were created � few leaks, easy, no washing. Seems like progress.
But it changed the way you diaper a baby. Created waste. The poo no longer gets flushed down the toilet. Becomes landfill. Terrible. Cloth diapers have made a com back in the past 10 years. Why? Health benefits as they require that the baby needs to be changed (not noticeable in disposables. Another reason: people are more cognizant of landfill issues. The design for cloth diapers has changed/improved. Water-proof diaper covers are easier to use and cute (aesthetic). Y shaped rubber thing with plastic hooks replaces the safety pin. More user friendly. It�s an all-in-one.
A package of disposables is $15 � lasts a week or 3 days. Expensive. One of these new cloth diapers costs $25. It�s a status thing to buy new beautiful cloth diapers.
BTW: As your child grows, you need to buy a whole new size. Can spend $500 in total for new cloth diapers. It�s a lifestyle. People think you have a halo � cool progressive behaviour..
But cloth-diapered babies required husky-pants clothing to go over top. There is a resale market for cloth diapers. So this is a case of intentional design that is working the way it is supposed to work. It�s an intentional approach to changing attitudes. Twenty years ago, you were ridiculed for using cloth diapers, as it was not mainstream. Part of greening is making it more palatable among a larger pool of customers. Requires changing attitudes.
The time convenience factor is important for disposable diapers. There�s a difference between stay-at-home Mum vs working Mum. I (prof) is disposable again now that I�m working.
Intentional design promotes positive ways of living. It�s all promotes ecological literacy. How do we get people to become stewards of the environment. Education is important. Revelation re �how stuff works� � the �story of stuff�. Example. I�ll show you the story of electronics (a video) Everyone has a drawer full of old chargers, etc. Design for the Dump. None of them fit the current computer! It�s a key strategy of the companies that create our electronics. In the 1960s, Gordon Moore predicted that designers could double ??? speed every 18 months. This creates a toxic environmental problem and costs us too much money. IBM�s workers have more miscarriages and cancer. High tech industry is not as clean as its image. Each big chunky TV has 5 pounds of toxic lead. In China, people are paid to disassemble our electronic waste, to recycle it.
(video cont�d)It�s about externalizing the true cost of production. This allows companies to continue designing for the dump. Extended producer responsibility or �product take back� means that companies should be required to design better. Take-back laws are popping up in the US and elsewhere. Ban e-waste exports.
Cultivate ecological literacy. What other ways are there? It�s not just about how things are manufactured. It�s also about ??
Combats disposable culture
Resurgence
Re-designed
for convenience
of cloth diapers
example? why question mark?
Sustainability
Social constraints (cont�d) � focusing on physical attributes, sustainable, etc. But if people aren�t composting, (cups, knives, etc.), -- if they just toss the compostable stuff in with the rest of the garbage � then you have an issue. Technology is htere. But how do you get people to adopt the sustainable idea?
Another example = popularization of bamboo fabric. Bamboo is a plant th is hardy, grows quickly, anti-bacterial, etc. You�d think it would be good to use it for clothes. But it is essentially just rayon. Padegonia has been pushing the idea that they don�t use bamboo. You can say it�s bamboo when erally it�s rayon. Designers must work with these sorts of issues.
Sometimes the drive towards sustainability is not compatible with public perception. Styrophome (public outrage in 1990s) due to pollution, etc. Changed to recycled paper, etc. Later studies showed that styrophone used less energy to produce; fewer emissions, etc. So it�s not an easy decision. The company still decided to go ahead with paper packaging because it makes consumers feel happier.
Sociological dilemma
Social science research methods + theories
Must persuade people to adopt behaviour
Critical to contemporary design profession
Green Design or Greenwashing?
Bodyshops don�t practice fair trade. Bodyshop plays at our emotional heartstrings. Bodyshop is a business model.
There is a darker side to this discourse re sustainability. The idea of �green design� moves from sub-cultures out to the main stream. Is it greenwashing? What does it really mean for a building to be �green�? Greenwashing is a marketing ploy. E.g. BodyShop promotes an ecological conscience, biodegradable packaging, no animal testing, etc. And they partner up with other organizations, e.g. bags, ads re domestic violence. So they see themselves as a platform for larger political platforms. At the same time, it is a business model.
The Green Consumer
Companies promoting ecological conscience
Body Shop
Designated new, late 1980s
Niche market/lifestyle
Post-product Society
This contrasts with Boston � you�re in one of those electric wheelchairs and the sidewalk are cobblestone and brick. � inhumane. Forces people to not live to their full potential.
Curitiba � this country is held up as one of the most sustainable economies. Integrated service � based on � not just environmental sustainability but also social � disabled, etc. Has been in process in early 1970s.
Managing relationship
Boarding Tube
"Metro-nizing" the bus system
Curitiba, Brazil
Jaime Lerner
Institute for Research in Urban Planning
All projects
Within broader planning vision
Integrated service
Their Environment
Humankind
Human sustainability
Culture in design
Caused recent developments in design
Activist
Empathetic
Conditions
Social well-being
Survival
Future
Present
Buckminster Fuller
Influential
Designers need to consider
During globalization
Limited Resources
High-tech approach
Consumer culture
Negative effects on:
Environment
With craft ideals
For disabled
Made with low-tech
Intro / Review?
Pushback: bartering, reusing, remaking. Small acts of resistance very difficult to drastically alter huge technological system set in place.
Challenge: how translate science/tech into meaningful, useful for everyday users - while aware of one�s social/ethical responsibilities of problems (enviro/economic/social inequalities, or consumption for its own sake) - american economy driven by consumption, debt.
Manufacture, functioning liver tissues for testing.
NovoGen MMX Bioprinter
3D bio printers:
farming
Designers: provocative projects.
Grow hair sell for wigs, donate. Where draw the line?
Technology isnt necessarily improving our lives.
Selling own eggs, sperm. W/ right cridentials (ivy league degree - $10k money)
Questions: legally, biology, law, hereditary, rights to a child - could endanger yourself.
- already sell blood, plasma. Surrogacy - hot topic in Canada.
- already sell organs on Black Market.
Future Farm Project. Visual, unreal representation of concept. Miracle, hair growth potions, drugs, i.e. grow lashes with drugs. Can grow and sell them for profit - use it for profit. Extra eyeballs, ears, hair, etc. (Michael Bay/ Scarlett Johannson movie - clone, harvested - adam)
Michael Burton - artist/designer, critical of (nano) technology - cellular growth / self-replication.
�Skin�: facade, already.
Buildings as performative, and as living organism. Promise of technology.
Create material, responsive to various environmental conditions. Could adapt to changing light, pollution (filter), other variables.
Prototype, to think about, to be used for architectural facades.
Neri Oxman�s the eyes of the skin (with MIT) prototype for breathing skin. Pulsating, alien-like, resin and oval shape.
Elastic design: comes from this investigation Antonelli�s examples (provocative) about possibilities of approaches of using tehcnology AND about questions about our assumptions/adttitudes
- thinking more theoretically/critically abotu implications (Memphis design group - products/ objects critiquing commodity: superlamp) Philosophy continues today (activist designers, and art designers that practice through critique) Deisgn and the elastic Mind - catalogue for exhibition by MOMA by Antonelli. Most projects featured had critical perspecitive on relationship of tech/everyday life. - Argues for contemp. design theory that creates environment built in human proportions. [continuity of htought with howard bisatti: craft values, techniques of engaging with objects / eva zeisel: embraces ind. production, but privlieges human embodied relationship to design (in research, investigations, �play�, inventiveness of designer to think about body, infinitei possibilities of form, for different physical/emotional responses to design) Photos of people drinking from it, and they change body to respond to different designs, which do u want. But they all function as cups.
Technologies / and designers - in practical way, engaging with to find human-centred approaches to deal with tech.
e.g. anaesthesia machine - only one nozzle it fits with.
Example, around at time:
Idea - comes from innovations in various designs, but argument that � Desente - needs to anchor all of our thinking about tech.
Human-tech perspective (human at centre).
In reality, utility is less
Mechanistic: newest technology, tested in lab as effective/efficient.
Not functional. Misunderstood/misused by people.
Scientists: people don�t know how to use it. Recommendation: do not buy.
Florida: yes, lets buy thousands. It�s the latest.
Great new technologies (new touch screen ballots: going to test).
In theory! its the best way/most accurate way to count votes, no hanging chads.
Can�t call new technology functional if people can�t use it.
We can�t blindly accept tech/innovation for its own sake.
- considers user and long-term ramifications of design
human-tech design (variation of human-centred , empathetic design)
HUMAN-TECH THINKING:
(for its own sake: not best use of our time/intellectual activity)
Tech: very promising
Post-war pre-occupation (technology - always seen as problematic, but with intensification/developments - so rapidly, ways unimaginable in a few years.
Interesting when moments when debates begin, people begin questioning.
� Tools, always happened.
Why is that? Government�s role in farm subsidies (encourage crops -> innovations) funding/economics/politics. ( Always incentive: Marshall Plan: funded through US gov. aid, military aid. Guarantee company shares market. )
Corn: cheap. Corn-based society, inevitable - even an apple.
How do you make choices about what is appropriate and what isn�t?
What food is it at that level of processing? How different is it from what we already make? Do benefits outweigh pitfalls?
- Also positives could be possible.
Are we becoming denatured/unnatural people? Ingesting chemicals through air, skin, mattresses (foam), BPAs, plastic water bottles - are we becoming less than human (not literally) chemically/biologically cyborg.
All companies now using �natural, organic� �real sugar! not the fake sugar�
People always have problems with pr. food.
We�ve grown up on overly processed foods, TV dinners, power bars, spam (spam = culturally important)
-founder Levi Lalla, expressed concerns about taking it too far.
South by south west. 3D printed food - (food: anxiety, controversy, thinking through concerns/problems/questions about who we are, our relationship to inorganic/organic/mechanical current developments)
3D printers becoming popularized - part of daily lives, no longer specialized industries.
- Benign vs catastrophic problems w/ tech. Esp. concern in industrial design.
- Sometimes great, otherwise impossible - sometimes complicate process, not user-friendly.
- create whatever food we want instantaneous
Star Trek Tomato Soup (Food replicator)
Moral reckoning happening: designers questioning: are we aiding/adding to problem.
Problem for many people: for designers (past century - allied with advances as technology: translator of complex information, make it user friendly for everyday life)
Technology seperating us, making us lonely / or narrow-minded because you�re not with other/different people (critique) � general story about suburbs (developed with technologies) � actually more complex than that, are diverse.
Suburbanization - more living in suburbs than downtown. Fear: alienating/segregating selves by class, household type. Not mixing, just driving.
Beginning of popularization of distopia (novels, comic books, film). What are we doing to environment, our bodies, eachother?
Becomes fear epidemic (tech) - ethos of modernization = problems.
Agriculture, Pesticides - what? nature, environmentalism. To air we breathe (cars?)
The Problme with Tech?
Symbolise/express relationship and literally encourage it (large plaza gathering space, to access easily to media libraries/labs - can see whats happening from outside, bring people in.
Multiple functionalities - can�t express in single object. (1 response: Reveal inner structure - pompidou building: 1st to reveal. (Ideological reason: architect )) - museum open to public, pop culture, and technology.
70, 80s - � high tech aesthetic (streamlining: 20s, 30s - embracing machine) vs high tech - speaking about complexity of all products.
By 60s - social unrest, intense critique of consumerism & development of lifestyle consumerism: consumer, design, object and experience. Focus of theorists - tied to new complexity of technology (and with aesthetics / approaches.
Consumption - tied to promise of tech. to improve lives, choice, democratization / capitalism (esp. US exporting financial, production, culturally models to world) (vote, voice matters) - made possible for sophisticated , variation-responsive technology. Infinite possibility. Short lived.
Meanwhile, growing middle class. New need for product differentiation. Brands more important (in engineering consumers)
Continuing modernist ideals (functionalism - standardized mass production)
Optimistic/utopian attitude towards technology aft WWII
� shape coding. - deisgn principle: things are easy to tell apart even if located in proximity (buttons and knobs). Differentiate by touch: colour, texture - w/o reading fine print.
Recently: push for socially/ecologically responsible design - reaction to blurred boundaries (people and machines �)
Review: Relationship with advances in technology & design
Emotion & Cognition
Human-centered experiential design
Interpretative Ethnography
Post-modernism
T4
3d
� Behaviour shaping constraints - principle: make it easy to do right thing, difficult to do wrong thing. Common chronology: Fool-proof - and that we�ll just make better fools.
not easy decision
Create stories for why we�re not finding solution - but but but
May feel like there�s no other way, without other�s perspective, lack of education?
Safety issue, and other? Am I really making do or is this just dangerous? Barbecue inside the house and asphyxiated themselves.
What are potential drawbacks to the human-experience approach?
(My fault, was being hasty, uncareful - possible / people can be very self-deluding if they really like it)
- Makes people happy and thats most important. You just need to be careful when dealing with flaws. Work around.
Will spill over. Not very functional.
- interested in Michael Graves tea kettle (fanciful). Whistle, cute, attractive to people.
Back to Normand
Emotion: function, usability, utility: Mini cooper - is nice anyways.
To reinforce whats working, this feedback is useful.
Highly useful user-generated.
Matters - what landmarks they use to navigate, how they feel, what paths, boundaries/ edges to neighbourhoods to safe/unsafe like/dislike,- designers can quantify this info, make own maps and then recommendations to urban planners / politicians.
Typical planner wouldn�t care abotu - how people understand. Only plan - is it functional? TOP-DOWN (What I think is important).
BOTTOM UP
Why some spaces are easier to navigate, have strong image. Ask people to draw map of city. Highly inaccurate, subjective.
Kevin Lynch, urbanist, The Image of the City, �60.
Data/info gen. by users themselves.
or projective method.
Consider abilities/habits/choices of target through objective data/subjective phenomenon.
Experiential psychology.
Sociology (and ethnogoraphy) as design practice = unescapable at htis point. Physical/cognitive task analysis, social network theory. Who are the most influential people? Not closest but two or three steps removed influence your behaviour most.
IDEO: �designers need to learn what matters to people, to enhance/reinforce those positive associations - melon, happy colours/chubby letters, positive product, improve life in pleasurable, playful way. From designer (Boston IDEO collective with specialties).
Unconscious associations, emotions, how do we create stronger emotional connections?
Can�t design perfectly. Persuadable, caught up in moment / experience - vulnerable to suggestions / buy things. If it fits with narrative generated around you - buy.
-Engineering experience economy theories - leads to IDEO design firms in late 90s, 00s. New technology, modelling tools, rapid prototyping, ethnographic approaches: feed into: desire to influence experience/emotions.
Like you�re performing alongside them hired to perform with you.
- people there to make you have a positive experience (cast members) so you buy stuff
Theme parks - point is to buy stuff. But experience makes you happy to buy souvenirs. Mini-tourism. Disney had idea in 50s - immersive design environemnts
Comes out of 70s and 80s (rise of lifestyle consumerism).
About: Interaction between hardware and software. and everything else.
IDEO argues - these new technologeis require expanded udnerstanding of design.
But access and reminding as main problems they saw through human observation.
Problems: maybe doctors dont want that stuff on them.
Other: Smart clip-on hand sanitizer for hospitals. Wireless sensors throughout if you�ve used it, beeping if you�ve got to use it right now.
IDEO: observation, surveys, holistic approach to design - human-centred social-science driven methods for products, packaging, environments (lucrative, and make people happy - claims social good).
Convey joy in doing, yoga, origami game. Pushes your motivation.
Help to convey intent - sophisticated data to inform personal activity. Seem friendly.
formerly, Axio. Techy - doesn�t tell anything. Melon? For your head: delicious, nice colours, typefaces. Experience, (app) environment, multi-media, not just object.
Rebrand.
Needed to distinguish itself from other �self� gadgetry, how to improve your focus, etc.
Similar products already - Neuroscience/biofeedback.
worked with IDEO. kickstarter.
Melon - headband and app
IDEO and Human-Centered design (Stanford D-school �changing the world� still running profit at end of day, not Non-profit)
- but we�re not just passive.
loud music out front so people wont stand there =� some may like it, bright lights, air conditioning etc. who belongs there and how to behave, and who doesnt and why you should leave.
- Benches can�t lay down - bunk free. bum-free. L.A. pioneered.
Photographs making do and getting by examples.
Don�t make own car. Walking is a form of resistance - different meaning in own life, different pace, observations.
- we all devise tactics, small acts of resistance, to make personal meaning out of lives, manufactured/engineered at a mass, impersonal scale.
- Michel de Certeau: called this the Practice of Everyday Life.
(post-modern theory, bricollage) sustainable method and form of resistance (corporate hostile environment)
adaptable: Making-do approach responding to creative design environment.
- whyte noticed people were creative in using hostile environments. ledge with decorative spikes on it - put cardboard on spike and sat down.
made people reconsider zoning, public space. corps don�t want public there. policy needs to change, clearly.
POWER OF OBSERVATION
BOTTOM-UP design. Observe, quantify, interpret (human element, and emotion - that people are voyeurs and performers, etc.)
Where do the benches go? How building access and encouraging, etc.
So much data, now can justify policy � need places to sit.
Benches: art objects - do not want sitters. Benches - too narrow - too close to other people, hostile environment, etc)
- dead spaces in middle of plaza ( everyone near other people, edges, doorways)
Whyte - cameras, researchers, grid plans
City offering incentives to planners/developers to corporate towers and plaza. All had them averywhere. Plazas with sculpture/fountain, as high as wanted for public ammenity (thats unused by people).
William Whyte hired by NYC - why are some spaces more heavily used/ populated than others. Design and human behaviour.
Documentary : shut down (The Social Life of Small Urban Spaces, Whyte, 80)
The Importance of interpreting data
Move?
1980
Social science
Ethnogoraphy
Business Ethnography
3b
When at far odds, doesn�t lead to anything. Therefore, compromise to have some impact.
teachers/educators - must find middle ground (way in).
- Because on the other hand, critical theory (frankfurt school - its all awful) �You�re complicit in everything you do unless you�re radical / anarchist.� Businesses don�t want to work with, and so not actually reaching
(social science, behaviour, emotion)
- but become attractive.
still, could be problematic, exploitative of communities (even with good intentions).
this theory / method helps profession think more critically about process, outcomes and human interaction.
CHAMPIONS: find it democratizing / radicalizing for this method in design.
scales: Academic ethnography (teaching, busy, can only immerse for couple weeks), BUSINESS ethnography (a day, half a day), ethnography ethnography (i.e. PHD in anthropology in 15 years - field work, living with subjects for 10 years, the longer the better).
3a
3a
goal: to get as close to what you think that culture is. (always: translation changing meaning)
- awareness in middle, about how your perceptions are being changed thru experience
- considering own subjectivity (�altered subjectivity�)
- Interpretative ethnography (Clifford Geertz - his concept of �THICK DESCRIPTION� which leads to �altered objectivity�, or the awareness of how your preconceptions and values are changed through an immersive experience of participant observation)
Participant observers who are constantly critiquing own assumptions while doing.
vs Clifford Geertz:
Participant observers
- Learn by doing.
Bring own preconceptions/assumptions.
Research method: ethnography. - Gain perspective about others by living among them. Both participation and observation.
Interpretive ethnogoraphy
T3
Reseracher's own changed/changing subjectivity
due to
Interaction
Process
(perspective)
Awareness of
Anthropology
Need Firsthand Information
Malinowski
More nuanced theories
Human behaviour
Theories
Adapted to design profession
1b
1c
Designers: must use emotion to differentiate object, make it accessible, more interesting, attractive, usable.
People who lack emotion (disorder, robot) - can�t interpret/understand the world - in terms of what do you want, if everything else is equal.
Without emotions, difficult to live, many choices, all these equally good options.
-work together to help making everyday decisions.
(thinking - rationalizing after affect (i�m uneasy because this person is too close, etc)
Emotion is cognition, and cognition allows humans to interpret and understand the world.
Emotion consists of knowing the cause of your judgement.
Emotion is the conscious experience of affect.
(unease - chemical, biological feeling response)
Affect is the judgmental system, both conscious and (mainly) unconscious. Quick judge without really knowing why.
Pleasure - can be studied, can encourage all emotions.
How to keep people happy so they�re open to learning?
Really accept feedback - year-to-year improvements, comments, reviews.
Ultimately, effective designers want to reach audience. Aimed at children.
Compromise , geriatrics big button phone. � cricket - anti-smart phone.
Bad marks, little feedback - bad - about class, about learning.
Emotion affects openness. Experience, customer service.
How much work is too much? Study tutorial, if it doesn�t help - less willing to learn.
Well aware. More human-centered designers, take emotions into account.
Affect vs. Emotion - when analysing it, how important it is, studies show aesthetically-pleasing, happy, pleasurable emotion objects help you to work/learn better (mood).
Norman:
Playing on that cute, zippiness in marketing. Spin negatives. - both designers and users, justifying things.
Lining up - sense of scarcity , hype , latest thing. Also, visceral response - its so cute and it makes me happy. Nostalgia (reinvented cars of popular consciousness, unavailable - desire with era). Mr. Bean movies, during age of SUV.
We all know this when we buy things.
Esp. luxury cars (perception). Kia? � V8 engine- emotional value attached to - not real difference.
(1a) Emotion & Design
Name ?
Cognition
Emotion
Other tools
3c
And to urban design, architectural decision.
Field research, observation, ethnographic methods - important for design (ind. objects).
Mainly, about mass-produced objects, not high-end design. Eames (iKea) today, aesthetics is important to who�s buying.
Replications of others.
Game : not just to finish/win but rappore with friends, little experiences, learning, bonding
- How relevant is his theory of aesthetic and mass-produced design object today?
Enpowering, positive psychological impact.
Delight/joy/beauty important for how people engage AND how perform tasks.
Not just function (how it was presented) but to help and delight people.
Ind. design: needs field research.
But still always someone that will pay.
Most love animals - would (consider) buying special design for (e.g.) geriatrics. But otherwise, just use Ikea.
Dogbowls?
Most don�t acutally aspire to high design Modern chair.
Low end - aesthetics/joy fall off, begin to only talk about function. But not necessarily true. Could be more desirable for general population.
E.g. Erika likes Ikea Watering Can long, elephant, 99cent, durable. likes aesthetics, functional, emotional. Contemporary sensibility.
Feel joy nonetheless? Yes, possible.
Looks good but not durable?
Can it have that look plus function /quality use simultaneously? Or is there sacrifice?
mid 20th c. Henry Dreyfuss, Dsigning for People �55
Idea of field work - been around (earlier 20th c., Bauhaus, futurists - interst in ethnogoraphy /
So, softer critique (social sciences) can be very productive.
Social Network theory
Interviews
Cognitive models
Importance for deisgn
Questions of culture - how we experience/make sense of what we/others do. How we engage with designed objects through use/interpretation - generate meaning.
Empathic
Experiential
Human-centered
T2
Since 1960s
Research Methods
Transformed design practice
Foreground
Users
Needs
Interactions with
Technology
Objects
Mini Cooper
But: �It is fair to say that no new vehicle has provoked more smiles.�
� A lot of selection is not rational, it�s emotional.
Fairly expensive. Reviews: BMW (expect good performance, driving experience, high quality materials/finishes). Cooper: mediocre - standard tires must be upgraded, bumpy (suspension). Must keep upgrading. NYT.
Was big deal. Waiting lists, frantic. Slick website to customize colour, tires, stripes, etc. Like a toy.
Example of rational/emotional: seen in Mini Cooper (BMW began 2002, right after new VW bug).
Positive emotional response
People
To Appearance
1a
Mediocre
Driving Performance
Critics
BMW
Behaviours
1 Lifestyle Consumption
2 High-tech aesthetic
3 Dystopia
4 Human-tech thinking
5 Elastic Mind
Bodies as farms
Future Farm project
Michael Burton
2006-07
Challenge
Translate science/tech
Meaningful/useful for everyday users
While aware of designer's social/ethical responsibilities
Consumption for own sake
Economic inequalities
Environmental destruction
Perceived Positively
2a
_ Corporate drones, anonymous.
2nd half of 20th c. Fear of machines taking over. Growing dystopian film/lit.
Marketed/perceived positively. (Club Aluminum)
Technology problems, critiques: not more democratic, _
and marketed
1st half of 20th cent.
Problems
- Ultimate customizability. Like processed food now. Draw line - values.
UN �solve hunger problem�
Natural vs. Artificial, how much of each. (Soilant?)
Problems: guns.
3D printing food, organs - perceived positively (designer, small - entrepreneurs). SBSW
Expensive, now small available.
Influences design intelligence (Greg Lynn, Michael Speaks - innovation, instead of functionalist, problem-solving. Evolving problem definition -> process.)
Then manufactured.
Start of rapid prototyping (since 80s) - development of CAD software into physical.
New ways of producing. Flexible mass-production (1920s), small-scale (luxury goods) / or through machines - change parameters with feedback.
Other problems:
Empathic design (past 2 decades) - can consider requirements of future
Include tradtional design: Visualization/materializing - systems/interface, emotional relationships.
Negotiate w/ human capabilities.
Jonathon Ives (Apple) User-friendly design - hardware & software, interface.
Esp. Industrial design. - Make machines look attractive in environment (late 19th c., ornamented vaccuums) - Friendly, tactile.
Introduce new technology = consequences? new interest:
Solutions
Human-tech revolution
Humans misunderstanding/ misusing tech.
Not functional
Despite innovation
Ways of
Potential Cosequences
Design must account for
Accounts for people's
Expectations
Psychological habits
Traditional approaches
Humanistic
Mechanistic
Kim Vincente
Consequences
2b
Introducing new tech.
to culture
Fear/concern
Machines taking over
Growing in 1960s
Indications
Sociological studies
Built Environments
Most advanced tech
Suburbs
Office Buildings
Alienation
Dystopian
Films
Novels
Design Responses
Cultivate clinical/ pharmaceutical products
Eyelashes/ hair
Stem cells
Poverty
Future World
- Suburbs = feminist rally cry
But also cars, highways, suburbs, segregations (race, class, political affiliation, priviledges family unit) _, need newest car, appliances - to �improve� life
Concern: alienation/loneliness/depression (wife without car) - grows with personal electronics
- triggered by technological advances
[Open Plan? Mies earlier / Le Corb. homes - What is modern design]
Pers. electronics confirm Venturi�s critique (specific Modern corporate orthodoxy)
Criticize seperation of spaces/functions (Phillip Johnson - Wiley House) - life is complex
Multifunctionality (post-modernist theory) - Venturi, Complexity & Contradiction in Arch.
Ideal solution - function, aesthetic, branding/user base - all important.
Appears modernist, in fact post-modern (not functionalism).
- All software (hardware services, access software).
iPad: - many functions, infinite (app developers).
New spaces/functions: multi-media listening lab.
Surrounding spaces, large gathering space - see inside / programming.
Ideological - open up traditional institutions (museums, with new mixed-media).
Glass elevators.
Visibility of structural components/services. Deliberate - colour coded pipes (by func.)
High-tech aes. architecture (Pompidou Centre)
Simple hardware, complex software. Only knobs show.
Increasing complexity/capability - what is form?
Western ideals: masculinity & _ utopianism.
Design features: complex control panels, knobs/switches, black & silver, multiple functions in one object (radio-alarm clock) - end of Modernist functional theory (1 func.)
Electronic goods. 70s - high tech aesthetic - Japanese electronic firms.
Technology: shapes meaning of lifestyle products.
More sophisticated lifestyle consumerism. Designers/manufacturers/advertisers - focus: relationship of consumer/goods/tangible experience (compelling).
Late 50s, by 60s - relationship with technology, more jaded. Downfall
_ Modernity - brings people together. Less suspicious.
Tupperware parties, by housewife, demonstrate products - end: order (commission).
Innovative materials - affect life/relationship (nylon stockings, tupperware, oven-safe glass) Post-war optimism, utopianism. - Technology improves lives.
- Culturally informed: For furniture with contemporary abstract sculpture, softer contours. Domesticated modernity, change machine aesthetic.
Italy, Scandinavia - latex foam, reduce volume/weight. Not G. Britain, German, US - hard lines.
Countries/cultures modify, push-back.
Steel-Pressed Streamlined Toy Car (Technique and Style, associated with technique)
Increased focus on consumer demand - engineer. Greater involvement from design - in more products, differentiation. Marketing, (better value). - Not Modernist (fashion), individuality, choice.
DuPont: synthetic materials (e.g. Nylon, Teflon). - Modernist functionalist ideals (standardized mass-production).
Advances created for war. Materials, manufacturing. Growing middle class, demand.
US Dominance on world, in financing development (Marshall plan, NGOs)
Consolidation of American corporations (GM, GE, DuPont) in Europe, etc.
Post-WWII - era of innovation, from tech. Distribute - corporate globalism.
Historical context - design/tech.
Contemporary, connected to Modern technology (utopian), Post-Mod. technology
Emily�s Manifesto - Project H: Not very radical approach in context/history of post-modernism. Designers need to be activists.
Blue people/machine, personal/private space, individual/community
_Reaction to new technologies (60s onwards).
Designer as activist, equipped - complex issues. Designing systems, catalysts for new processes/functions.
Goal: considers use, genuine needs, cultural/social appropriateness, psychological associations (through childhood, manipulated), aesthetics
Types of functions:
Papanek - meaningful design - modified function: way fulfill purpose
Review:
Responsible - issue since 60s (post-mod.)
Stewardship of:
Valuing objects
Becomes precious
More likely to take care of it
Three categories of objects
Inspirational/spiritual
Social/Positional
Valued for non-utilitarian purpose
Whilliam Whyte
Society
The environment
Personally
Sustainable object
Emotionally
Think critically about
Human Interaction
Outcomes
Design Process
more human-centered approach
Combines all three
Valued for deep meaning
Functional
Valued for usefulness
Postmodern Period
High-tech aesthetic
Japanese electronics
1970s
Lifestyle consumerism
Relationship
Experiences
Designed Goods
Consumers
Rise
1960s-80s
Post War Period
Modernist Ideals
Greater design involvement
Differentiation
Marketing
Between types of products
More Products
Increasing focus on consumer
Standardized mass production
1940s-60s
Patagonia - exact opposite. Think about future, children. Think before buying anything.
Black Friday: must buy, do our part for N. American economy,
Text heavy - throwback (vintage ads).
Don�t Buy This Jacket.
Ex: Black Friday, Patagonia ad. full page in New York Times. (Buy nothing day.)
Ultimately, selling an idea.
Papanek's Meaninful Design
Appro-tech
Activist Design
Catalysts and Engagement
T1
8b
Design schools need tof focus less on aesthetics, more on activism, real production techniques, real clients. How effective are these types of hands-on expreiences? Is activism valued int eh school setting?]
Recently, push for more practical - architecture schools, increasingly design/build studios. Model, drawing -> working with clients, Samuel Mockby (pioneered concept).
How do we then apply these skills to real world = be then active or activists in real world? What are we actually learning and how can we apply them to career? Why write essays with footnotes, etc. - Critical thinking skills - thinking through writing/drawing/presentations.
.. concern of usefulness of what we learn in university-setting - why bother?
[Slide: User-oriented design, design intelligence, appropriate technologies (appro-tech). Process-centered, results-driven, views users as co-designers, solutions rely on on-site assumbly and local materials. Ex: MoneyMaker micro-irrigation pump, developed by Kick Start, cost $30-90.]
Method of analysis to apply to anything - Seperate perceived function & impact (short and long range) of design.
Activitsts that deliver catalysts & engagement, not just process. Not products.
8a
[Slide: Pilloton argues that design is inherently political, subject and subversive.
W/ various disciplines (internships), esp. design schools. Hands on. Real clients.
Contemporary considerations of (social) responsibility as role of designers
What is a designer�s focus?
User-Oriented Design
Design Intelligence
Appropriate Technologies
Process- centered
Results- driven
Users = co-designers
On-site assembly
Local materials
Solutions for basic problems
Focus
Field of Engineering
Appro-Tech
Assess
Method of Analysis
Impact
Seperated in design process
Non-obvious consequences
Long-Range
Short-Range
Fuction
Emily Pilloton
2008
Project H Design
a manifesto
Designers as Activists
Focus of Design
Must Deliver
Product (form & function)
Catalysts & engagement
how to expand all
Method, association, aesthetics, need, Telesis, use.
The function complex. Ying-yang monad. � ESSAY
Replace with meaningful. Definition? Rethink function. � Mode of action by which design fulfills its purpose. (Subtle. Activates/gives agency to understanding of functionalism.) Critical of Modernist functionalism � assumption of what works well will also look well. �Only two of many aspects of function�.
Beautiful, ugly, nice, obscure � value laden terms for design/objects.
Inherently, problem-solving doesn�t have one right answer. Righter or wronger.
Often begins with intuition -> drives research. (May confirm/challenge hunch).
Design is intuitive. Engages senses, emotion.
Purpose: to impose meaningful order, on world. Through interaction with images.
�We are all designers, as humans. Basic to all human activity.�
Esp. Victor Papanek � also imaginative, creative.
Goal
Fulfill
Aesthetics
7
Still choice (textures, colours) - not central to primary use (covering wall), but still has role in our relation to it.
Can use all these criteria, when evaluating function. But many designers search for (elusive quality): Reduce complex to simple - achieve elegance. (sense of satisfaction)
Aesthetic/functional satisfaction from elegance.
Precision / simplicity - Dieter Rams, Omitting Unimportant. (value-laden) but:
Poponek: even this utilitarian, fulfills aesthetic function.
Ordinary wall covering (e.g. particle board)
vs.
Obvious in �The Last Supper� - covers dining wall (in convent) (very material aesthetic)
(Hardest criteria of function to evaluate)
Aesthetics in Design - highly functional tool for evoking emotion/pleasure/joy - Poponek
Tool to evoke emotion
Usually, to please audience
Response
Association
Significant design assessment criteria
Powerful, often connected to tradition/culture
Conditioned since childhood (with foods, activities, objects, function [TV])
• Association in Design
Psychological Associations
Values
Dislike
Like
Conditioned since childhood
Telesis
Is that their goal? - Erika
3 - [subpts] -Deliberate use of natural and social processes for a particular goal.
�Wrong fit in US, doesn�t make you more Japanese / part/conjuction with home (sliding paper walls (acoustics - not piano in home). Why would you? = Exoticism. Designers can�t appropriate culturally specific. Mat doesn�t have function/meaning of US times/conditions.� - Poponek
� �Telesis� in design - Poponek
(Telesic) reflect times/conditions
Can�t expect everyday obj. will function same way in diff. social contexts.
~Seen as particular to their culture
� 80s - US importing
-Requirements: Delicate (slippers, not leather - changes human�s movement).
-Useful: Absorb sound (acoustic), natural auto. vaccuum (weave/ stuffing filters dirt, until disposal)
�Example: -TATAMI MATS (woven Rush floor mats padded (thick) w/ rice straw). 3�x6� = module (�6 mat/8mat house - traditional Japanese design)
-Fits in with general social-eco order in which is it to operate
-[Continuousf with Kaufmann�s �functional design� spirit of times.]
Using natural processes
For deliberate goal
Cultural/Social Appropriateness
Genuine Needs
60s/70s: The __ Paper Company made novel �disposable dresses�. $90-$150. More than cost. Become fad. Useless, purely want.
Need vs. Want: Papanek:Clthing / design can fluctuate between need/want. Seen: functional object, gets new meaning as art object. (Eames) Wood splint?
How do you define role playing? What messages are we communicating?
Normcore: style from looking at other people, cult of fashion/uniqueness__(?)
- �Normcore� fashion: categorize people who dress as a middle American role. Without irony. Sincere. Icons � Seinfeld. Comfortable. Now some people wear with irony.
People were critical (interview?).
There are needs � (economic, psychological, spiritual, social, technological, intellectual needs --- not profitable, more difficult) than carefully engineered/manipulated wants, reinforced by fashion trends.
Design tends to focus on wants, not genuine needs. Corporations. Market economy.
Need:
of humankind
Tend to satisfy wants
Use
3
(Jailbroken iPhone?).
New tech./devices � �does it work?� can be not enough. Unintended use.
Sculptors mallet vs. jeweler�s chasing hammer. Form = how it works.
Is a streamlined lighter more efficient? No.
Streamlining/machine aesthetic � applied to everything.
Must fulfill: �Does it work?� Avoid loaded word �function�.
Papanek #1
Problems: Suburbanization, environmental damage, negative (& positive) social consequences, fluctuations in oil prices (thus currencies) -> employment & economy, think twice about driving/ road trips (change relationship, use).
- Purpose: Powder room, dining room, TV room, bedroom (sex), office, closet. [Vs. moving quickly, safely.]
- Cars become status symbols. Issue with sophistication of consumer engineering.
- With mass acceptance, suburbanization quickens. Gov. builds malls, highways. Unintended social consequences: community.
Papanek: Automobile.
Use:
"The mode of action by which a design fulfils its purpose"
Not the purpose/function itself
intention
Way in which
"Does it work"
s
Replace value-laden terms
Obscure
?
Nice
Beautiful
Victor Papanek
Radical, Inventive Aprroaches
[Samuel Mockby�s Rural Studio, Alabama / Windshield Chapel] Intellectual lineage.
Or: Drop City, Zomes. Artist community, Colorado. Like B. Fuller Geodesic dome. Distorted polyhydric forms, use not technical (stone, concrete, wood for foundation � 2x4s for skeleton � covered with skin from junkyard car � patchwork) still radical, inventive. Use of vernacular. � Part of post-modern bricolage.
- Dynamic, commune. Living, learning to work with materials � all for regenerative/sustainable architecture.
Earliest innovative building methods: Use of desert sand in building. Build mound, cut channels in. Pour concrete in channels � roof beams. Connect with thin concrete skin. Excavate sand. � Developed in collaboration.
(like Arcosanti, Paolo Soleri � in process, realization of Arcology - architecture and ecology. Design through making, ecologically sensitive, few resources as possible, explore alternative energy sources � process / evolving, overarching theory. Inventive building/engineering, over time�more sophisticated)
Values radical, inventive approaches to tool/material/method relationship.
Materials & Methods:
Tools
Methods
Materials
Critiuqed
That which works well does not out of necessity look well, too
Just two of many aspecs of function
Functionalism
2 Consumerist Society
3 Baudrillard's Consuming Images
4 Lifestyle
5 Empathetic Design
Modernity
Speed Dynamism Efficiency
Machine aesthetic
2
Dynamism, efficiency, modernity
i.e. Streamlining (Kauffman-criticizes as style � for certain objects, i.e. toaster)
Streamlining
Market Economy
1930s
US economy
Shift
Abundance
1950s
4
Having product indicates your lifestyle. (Lifestyle you want to have)
Lifestyle / want products. Differentiation, targets, profiles. �Software thinking�.
(Surplus of goods)
Ford began consumerist - good wages/hours, cheap products, employee discounts
(i.e. Bank bailouts, too big too fail)
30�s, driving design = issue. Calkins: Only forward (or back)
(i.e. iPad) / Less functional, visual (clothing). P. S. Hoffman�s funral
Who drives design culture? Upper classes, tastemakers, celebrities, different images.
New needs (i.e. beauty)
Dangerous - service/manufacturing jobs - spending - cycle
Consumers remain saving after, i.e. not retiring. (Currently - Japan, deflation)
Products adapted: Marketing, ad, packaging, promotions.
Increased production = increased standard of living. - Earnest Elmo Calkins
Designers during g. depression (thrift culture) - Planned obsolescence. How?
.. Private affluence on mass scale. Middle class spending.
Consumer society becomes consumerist society
30s .. - from scarcity (eventually to black market) to abundance / desire
spread to other economies
Me
Erika
Post
Contemporary Design
Design
Design & Culture
Lifestyle Identification
Jean Baudrillard
6
- Rooted in Enlightened Modern: shared visual language, geometric forms / primary colours (opposed to fashion) - Capitalism absorbed for increased consumption
Culture through media, without boundaries
- that only way is to create (spending) middle class - debt (& work more)
Critical theory, post-critical theory, .. - concern (developing nations, traditions) progress - catch up (increase living standards) Skip production, to consumption.
Modernism
Capitalism survives/adapts/absorbs cultural difference. Post-war, commodifies differences (experience).
Often corporate clients. Often designing Communications/Media/adveritising. - Enforcing empirialising (globalization) ..
.. Social change: Social responsibility - cultural legitimacy of design.
Strengths and weaknesses in market economy.
Culture of object and culture of design (designer�s relationships/thinking) - can explain everyday use, change habits. Tool for critique..
Commodification of everything (kitsch, useful, art - performance/conceptual art)
Objects have limited lifecycle (from fashion). Cultural character (association) of flimsiness. Lose value.
Contradictory Role of Designer:
Image/fantasy - object�s social value � (spectacle/hyperreality - negative conn.)
Advertising - lifestyle ID over function
- With mass production = lose identity (simulacra, empty fakes) - express ideologies political/belief -J.B. negative critique, alienating. Capitalist - price, trademark, branding, prestige. Commodity fetish (Marx) Magical properties irrelevant to function.
- Jean Baudrillard, objects as image simulacra? Image consumed for social classification/differentiation. ..
sociologist lens
through images
The image over the object.
"The Meaning of Design"
Vitta and Nelles
5
Study of signs/language (post-mod: image)
Types of objects: survival,
- allow us to enter social relationships.
Vitta, Nelles: Broad cultural questions, design/marketing, use/own/consumed - every day life - Anthropology of Consumption: commodities are tools for communication.
Role in shaping
Implications
ethical
social
Emerged
1
Give project "added value", eye appeal - fuels want
By 1920's, styling/choice - Engineering consumers
Prior
Fordism
Model T Ford
"Any color as long as it's black"
1920s
Styling
Expanded consumer choice
