Thursday 12 December 2013

+ 12.12.2013

UNDERSTANDING DESIGN:

150 REFLECTIONS ON BEING A DESIGNER 

BY KEES DORST


Details about the book:
Name:           Understanding Design. 150 Reflections on Being a Designer
Author:         Kees Dorst
ISBN:            9063690401
                       208 pages, hardback
Published:     2003, BIS Publishers, Amsterdam


What does it mean to be a designer, and what does it take to be a good designer? “Understanding Design” invites designers to think about what they do, how they do it, and why they aim for a certain effect. The book consists of 150 short, 1-paged essays about design, designers, design philosophy, tools of design, design education, working in a design team, working for enterprises and other. The stories have been separated into four main topics (Inside Design, About Design, Being a Designer, Around Design) to keep coherence, and go through everything from the philosophy and morality of design to practical guidelines on how to do and teach design. 

“Understanding Design” can serve as a first source of information for anyone interested in expanding their understanding of the area or see their experience and studies so far expressed in words.

Being a design student, of course I related to the book from my viewpoint mainly. I think it was an extremely good experience to read the book while working with the task given in project class. It gave me a lot of assurance when I was lost with the exercise. As it appears, uncertainty in my actions (or not taking action) is all part of design process. Another important thing I learned was that from time to time, it’s necessary to take a step back and not push forward with a concept that won’t work out, though it is really hard to tell when is the right time for this.  There’s no time limit how long a design process should last, and there’s no right way to do it. 

The writer doesn’t refer much to his own work, but instead, each essay gives general ideas about the subject, asking the reader to go through their own experience to verify the statements. Thanks to that, one starts to ask questions if he or she has experienced described situation, if one should experience it, and compare the offered solutions with what one has done himself. 

Dorst is offering a lot of advice in the book. For a fresh design student, that can be really helpful. Doing design projects in school is nothing like meeting clients in one end, engineers in the other, and trying to get design freedom between deadlines, budgets, technical issues and satisfying the customer. I think design projects in school are often made too comfortable for the students, so when they actually start to work, they will need a lot of adjustment time and learn to survive. The book gives a good peek into what’s expecting and what the students should pursue.

As said before, the best audience of the book would  be students of design areas, who are in need of practical advice. But Dorst also claims that the essays are a good read for more established professionals. I think, though, that the book is a bit unbalanced in some topics. Some essays give really basic advice about design process and how to deal with the issues encountered, which might become uninteresting for an experienced designer, but in the other hand the author goes really deep with the subject of design education, which, for a freshly graduated design student might be too early to relate. May it be that teaching his viewpoint of design education has become a subcouncious goal for him?

As I was researching for other reviews about the book, I encountered a following statement by Jesse Taggert (2006): “Overall, the one pages essay format is successful and approachable. They require little time to read and can be encountered in any order.” I have to disagree with her, as I found it hard to read continuously, because, as the author wants to have an introduction and ending to each essay, inside one topic, the beginning of one essay tends to repeat the ending of the previous essay. Usually, when reading a book, I don’t read just one page at a time, so reading a few essays in a row left me sometimes annoyed, as I kept going through the same thought many times. Such nuisance would not have happened if Dorst would not have forced the one-page essay format, but given each topic as much room as it needed. 

Further in the previously mentioned review she also mentions that the drawback of the format is that some ideas can’t be discussed in depth and some essays appear fatigued, and I agree to her opinion.

Overall, the book is a good read for throughout overview of designers and what their work includes. My suggestion, though, would be to try to read the essays in random order, to keep the freshenss of text. In a way, that approach would well suit the processes designers meet in their everyday work.



About the author:
Kees Dorst is a Dutch design scholar, educator, consultant and practicioner. He trained as an industrial designer at Delft University of Technology. He has worked for various companies and researched the ways in which designers work. He brought about 50 products to market as a product designer for various design firms. Currently he works as a Professor of Design at the faculty of Design, Architecture and Building of the University of Technology, Syndey. Kees Dorst holds professorship in “Entrepreneurial Design of Intelligent Systems” at Eindhoven University of Technology in The Netherlands. He’s a founder and director of the UTS Design Thinking Research Centre and the NSW Designing Out Crime center. He has published 4 books and numerous articles; he’s lecturing at universities and design schools throughout the world.

Reference:
Taggert, J. (2006). Understanding Design.
Boston AIGA Journal of Design.

Thursday 14 November 2013

+ 14.11.2013

MY DESIGN IDOL

I don't think I have yet found a certain person/company I could fully consider my design idol, but I look up to Scandinavian design a lot.

   Scandinavian design started around 1950 in Denmark, Norway, Sweden and Finland. The design style can be characterized by simplicity, minimalism and functionality. The Scandinavian design understood very well the idea that beautiful and functional everyday objects should be affordable to everybody. It was realized thanks to particular form of social democracy in the 1950's and also the increased availability of new low-cost materials and methods for mass production. The products of this movement often use form-pressed wood, plastics, anodized or enameled aluminium or pressed steel. 
   The Lunning Prize was awarded to outstanding Scandinavian designers from 1951 to 1970, and it had an important role in both making Scandinavian design recognized and also defining the profile of the whole movement. The concept of Scandinavian design has been a subject for many debates for last 50 years, but the democratic design ideals have survived and appear continuously in the Scandinavian, and also worldwide design.  From 2006, tradition of pan-Nordic design award has been resumed with the Forum AID Award.



Some of the companies whose design I enjoy:
Arabia from Finland - Arabia is a ceramics company, founded in 1873. Their products range around kitchen- and tableware. Currently owned by Fiskars.

Esteri Tomula Krokus for Arabia

Raija Uosikkinen, Kaj Franck TV-set for Arabia

Friedl Holzer Kjellberg for Arabia

Iittala from Finland - Iittala started as a glass company in 1881. They're specializing in design objects, tableware and cookware. Over time, Iittala has expanded from glass to other materials like ceramics and metal, while keeping with their key philosophy of progressive elegant and timeless design.The company continuously aims for creating modern classics.

Oiva Toikka Kastehelmi for Iittala

Klaus Haapaniemi Taika for Iittala


Tapio Wirkkala Chanterelle for Iittala

Bang & Olufsen from Denmark - Bang & Olufsen is a company which started in 1925 with a radio that worked with alternating current. The company was started by 2 friends, Peter Bang and Svend Olufsen, in the attic of Olufsen's parents' manor house. Bang concentrated on technology, Olufsen dealt with business interests. The company designs and manufactures audio products, television sets and telephones. To this day, psychoacoustics is an important factor in their design. B&O often hires designers, not employs them in the company. From 1980's and onwards, the main designer for B&O has been David Lewis. From 1990's, B&O started to open retail shops to sell straight to customers, and production of audio separates was stopped, to suit the need for mini audio systems. Currently, the company is focusing on high quality audio and video products, as well as sound systems for automotive industry.



Beolit 39 radio, Bang & Olufsen 1939

Beoplay A9 wireless speaker by Øivind Slaatto, Bang & Olufsen 2012

Beolab 14 HiFi audio kit by Torsten Valeur, Bang & Olufsen 2013


Design House Stockholm from Sweden - Design House Stockholm was founded in 1992 by Anders Färdig. He used his previous design management knowledge to create a network of independent designers, which is still currently the platform of DHS. The DHS product collection was launched in 1997 with Block lamp. Rather than selecting designers to design a specific product, the Design House Stockholm lets designers present their personal ideas, of which some are selected for production. Brand philosophy: Don’t make something unless it is both necessary and useful; but if it is both necessary and useful, don’t hesitate to make it beautiful. 


Harri Koskinen Block lamp Design House Stockholm 1996


Lina Nordqvist Family Chairs Design House Stockholm 2009


Jonas Hakaniemi Box Light Design House Stockholm 2008


Variér Furniture AS from Norway - Variér Furniture AS is a furniture company concentrated on designing and producing seats and chairs which are modern and healthy to sit on. The company was formerly part of Stokke, another Norwegian company established in 1932 with focus on strollers, cribs and high chairs for kids. Since 2006, Variér is a separate company, and has been building a strong brand based on long tradition of furniture building. The company's philosophy is called "A Human Idea", which started with the design of "The Original Kneeling Chair" or the Variable balans by Peter Opsvik in 1979. Today, Variér offers a range of task, dining, relax and lounge chairs over the world.


Peter Opsvik Variable balans Variér Furniture 1979

Olav Eldøy Peel Variér Furniture

Per Øie MOVE Variér Furniture 1984

Thursday 7 November 2013

+ 07.11.2013

THE DESIGNER AS AUTHOR

Based on essay: "The designer as author" by Michael Rock

What does it mean for a designer to be an author?

Author - the person who originates or gives existence to anything

   The article focuses on the issue of if designer (specially graphic designers) should be considered authors. One statement I remembered was about literature, that the reader can't "know" the author by reading his/her writings. If that is true, then the same could apply to designers and their work. I think if a designer has done good work, there are many things unnoticeable for the eye. If it' works as expected and doesn't malfunction/irritate, it can be considered appropriate design. Maybe the works of designer are supposed to go by unnoticed? Another literature reference from the article, about post-structuralistic writings - it's not anymore so important what author intended, but how the story works internally. "What difference does it make who is speaking?" (Foucault) The idea in literature moved from having no author (the first, oldest texts found), to more and more importance given to author, to the point where authors themselves say it's not important who says what is said (or - what is needed to be said). If the same scheme would be projected to designers, it would appear that the designers are still to claim the importance of authorism, still growing the strength of their voice. Currently, as referred through Katherine McCoy, the designers are moving beyond problem-solving and towards ‘authoring additional content and a self-conscious critique of the message … adopting roles associated with art and literature’.


   On the other hand, most design is done in a collaborative setting either between client and designer, or a group of designers, and the origin of the final result is very hard to pinpoint. At the same time, the figure of the author implies overall control over creative activity, and has been an essential ingredient of high art. The essay makes a comparison between movie creation and design creation, as both are results of collaborative work. in that part, the writer accents that both film directors and designers work on many projects, of which each inquires them a different level of creative potential. So not each project the movie director/designer takes part should be considered "author's work". In cinematography, the three measures considered to name a director the author are: good technique, individual style, inner meaning. All of these can be discussed and questioned, specially the last - inner meaning.

   In design, the correct intention is very important, turning the final work insistently practical. In the article, it seems as the works which have something extra, something self-motivating next to the practical aim could be considered to have an author. Also work that is complicated to such a degree that the designer needs to be called to make sense and construct the narrative. Also, the designer may create works which aim is to express their own views and statements. These works don't have the influencing relationship with a client, as they're not created for someone.

   Being an author means to take all the responsibility, all the control in one's own hands; for a designer, it's certainly a decision. 

   Another statement from the essay is as follows: If we really want to go beyond  the designer-as-hero model, we may have to imagine a time when we can ask: "What difference does it make who designed it?" I see the world needs more and more designers, as it's getting more and more complex on it's own. People need someone to solve their everyday problems, to live a better life. When I read a book named "Understanding Design" from Kees Dorst I noticed, when he was talking about design education, that the design practitioners that were guiding the young designers (can be named "teachers") already saw during the process where the design was heading to. In  that way, it would seem that each problem has a certain solution (or a few) that the designers with research and creativity tools would come to. If that way of thinking and solving problems could be developed in each designer, then I believe author of the design won't be important. The primary concern won't be who made it, but what it does and how it does it.

Thursday 31 October 2013

+ 31.10.2013

CREATIVITY IN DESIGN


Creativity is the fundamental survival skill for a changing world. Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between unrelated, and to generate solutions. Creativity involves two processes: thinking and producing. If you have ideas but do not act on them, you are imaginative, but not creative. Creativity is the process of bringing something new to being. Creativity requires passion and commitment. It brings to our awareness what was previously hidden and points to  new life. The experience is one of the heightened consciousness: ecstasy. A product is creative when it is novel and appropriate. A novel product is original, not predictable. The bigger the concept, and the more the product stimulates further work and ideas, the more the product is creative.

Innovation is the implementation of a new or significantly improved product, service or process that creates value for business, government or society. Some people say creativity has nothing to do with innovation, but in my view it is a crucial part of the innovative product. Innovation cannot happen without creativity. The key metric in both creativity and innovation is value creation. 

In current world, this far leading left-brain linear, analytical computer-like thinking is being replaced by right-brain empathy, inventiveness, and understanding as skills most needed to adapt. In other words, creativity gives you a competitive advantage by adding value to your service or product, and differentiating your business from the competition. 
Can creativity be learned? Certainly! A study (linkreveals that we are naturally creative and as we grow up we learn to be uncreative. The reason for that is that the educational system was designed to train us to be good workers and follow instructions. Creativity can be developed by learning and applying creative thinking processes. The ability to generate innovative ideas is not merely a function of the mind, but also a function of five key behaviours that optimize your brain for discovery:


  1. Associating: drawing connections between questions, problems, or ideas from unrelated fields
  2. Questioning: posing queries that challenge common wisdom
  3. Observing: scrutinizing the behavior of customers, suppliers, and competitors to identify new ways of doing things
  4. Networking: meeting people with different ideas and perspectives
  5. Experimenting: constructing interactive experiences and provoking unorthodox responses to see what insights emerge



Beliefs that only special, talented people are creative-and you have to be born that way- diminish our confidence in our creative abilities. The notion that geniuses such as Shakespeare, Picasso and Mozart were `gifted’ is a myth. Researchers examined outstanding performances in the arts, mathematics and sports, to find out if “the widespread belief that to reach high levels of ability a person must possess an innate potential called talent.” The study concludes that excellence is determined by opportunities, encouragement, training motivation, and most of all - practice. Few showed early signs of promise prior to parental encouragement. No one reached high levels of achievement in their field without devoting thousands of hours of serious training. Mozart trained for 16 years before he produced an acknowledged master work. Moreover many high performers achieve levels of excellence today that match the capabilities of a Mozart, or a Gold Medallist from the turn of the century.” (The Vancouver Sun, Sept.12/98)


Tips for being more creative and innovative:

Believe you can change the world.
Work quickly, keep the tools unlocked, work whenever.
Know when to work alone and when to work together.
Share - tools, ideas. Trust your colleagues.
No politics. No bureaucracy.
The customer defines a job well done.
Radical ideas are not bad ideas.
Invent different ways of working.
Make a contribution every day. If it doesn't contribute, leave it behind.
Believe that together we can do anything.
Invent.

More thoughts about creativity and the process of creativity:
The Process of Creativity
Great link about different tips and exercises for developing creativity:

Some creativity-related pdf materials:

Thursday 10 October 2013

+ 10.10.2013

1) Online Etymology Dictionary

design (v.)
1540's, from Latin designare "mark out, devise, choose, designate, appoint," from de- "out" (see de-) + signare "to mark," from signum "a mark, sign" (see sign (n.)). Originally in English with the meaning now attached to designate; many modern uses of design are metaphoric extensions. Related: Designed; designing.

design (n.)
1580's, from Middle French desseign "purpose, project, design," from Italian disegno, from disegnare "to mark out," from Latin designare "to mark out" (see design (v.)).

de-
active word-forming element in English and in many words inherited from French and Latin, from Latin de "down, down from, from, off; concerning", also used as a prefix in Latin usually meaning "down, off, away, from among, down from," but also "down to the bottom, totally" hence "completely" (intensive or completive), which is its sense in many English words. As a Latin prefix it also had the function of undoing or reversin a verb's action, and hence it came to be used as a pure privative - "not, do the opposite of, undo" - which is its primary function as a living prefix in English, as in defrost (1895), defuse (1943) etc.

sign (n.)
early 13c., "gesture or motion of the hand," especially one meant to communicate something, from Old French signe "sign, mark," from Latin signum "identifying mark, token, indication, symbol; proof; military standard, ensign; a signal, an omen; sign in the heavens, constellation," according to Watkins, literally "standard that one follows."
Ousted native token. Meaning "a mark or device having some special importance" is recorded from late 13c.; that of "a miracle" is from c.1300. Zodiacal sense in English is from mid.14c. Sense of "characteristic device attached to the front of an inn, shop, etc., to distinguish it from others" is first recorded mid-15c. Meaning "token or signal of some condition" (late 13c.) is behind sign of the times (1520's). In some uses, the word probably is a shortening of ensign. Sing language is recorded from 1847; earlier hand-language (1670's).

designate (adj.)
1640's, from Latin designatus, past participle of designare.

designate (v.)
As a verb, from 1791, from designate (adj.) or else a back-formation from designation.

designation (n.)
late 14c., "action of pointing out," from Old French designacion or directly from Latin designationem (nominative designatio) "a marking out, specification," noun of action from past participle stem of designare. Meaning "descriptive name" is from 1824.

designing (adj.)
"scheming," 1670's, present participle adjective from design (v.).









2) Definition of "design"

design

noun
1. a plan or drawing produced to show the look and function or workings of a building, garment, or the object before it is made.
Example: "He has just unveiled his design for the new museum."
Synonyms: plan, blueprint, drawing, scale drawing, sketch, plot, diagram, delineation, draft, depiction, representation, scheme, proposal etc.

- the art or action of conceiving of and producing a plan or drawing of something before it is made.
Example: "Good design can help the reader understand complicated information."

- the arrangement of the features of an artefact, as produced from following a plan or drawing.
Example: "Inside, the design reverts to turn-of-the-century luxe."

2. a decorative pattern.
Example: "Pottery with a lovely blue and white design."
Synonyms: pattern, motif

3. purpose or planning that exists behind an action, fact, or object.
Example: "The appearance of design in the universe."
Synonyms: intention, aim, purpose, plan, intent, objective, goal, target, point, hope, desire, wish, dream, ambition, idea etc.

verb
1. decide upon the look and functioning of (a building, garment, or other object), by making a detailed drawing of it.
Example: "A number of architectural student were designing a factory."
Synonyms: plan, draw plans of, draw, sketch, outline, map out, plot, delineate, draft, depict

- do or plan (something) with a specific purpose in mind.
Example: "The tax changes were designed to stimulate economic growth."
Synonyms: intend, aim

Wikipedia

Design is the creation of a plan or convention for the construction of an object or a system (as in architectural blueprints,engineering drawings, business processes, circuit diagrams and sewing patterns). Design has different connotations in different fields. In some cases the direct construction of an object (as in pottery,engineering, management, cowboy coding and graphic design) is also considered to be design.
More formally design has been defined as follows.
(noun) a specification of an object, manifested by an agent, intended to accomplish goals, in a particular environment, using a set of primitive components, satisfying a set of requirements, subject to constraints;
(verb, transitive) to create a design, in an environment (where the designer operates)
Another definition for design is a roadmap or a strategic approach for someone to achieve a unique expectation. It defines the specifications, plans, parameters, costs, activities, processes and how and what to do within legal, political, social, environmental, safety and economic constraints in achieving that objective.
Here, a "specification" can be manifested as either a plan or a finished product, and "primitives" are the elements from which the design object is composed.
With such a broad denotation, there is no universal language or unifying institution for designers of all disciplines. This allows for many differing philosophies and approaches toward the subject.
The person designing is called a designer, which is also a term used for people who work professionally in one of the various design areas, usually also specifying which area is being dealt with (such as a fashion designerconcept designer or web designer). A designer's sequence of activities is called a design process. The scientific study of design is called design science.
Designing often necessitates considering the aesthetic, functional, economic and sociopolitical dimensions of both the design object and design process. It may involve considerable research, thought, modeling, interactive adjustment, and re-design. Meanwhile, diverse kinds of objects may be designed, including clothing, graphical user interfaces, skyscrapers, corporate identities, business processes and even methods of designing.





3) Word "design" in Estonian 

Translation to word "design" from English to Estonian; the matches are then translated to English, leaving out the repeated word "design":

noun
  1. disain
  2. konstruktsioon - construction, build, structure
  3. projekt - project, plan, scheme, draft, blueprint, scheme of designs, 
  4. kavand - layout, sketch, draught, outline, plan, project, rough draft
  5. kava - plan, project, scheme, layout, idea, intention, schedule, outline, syllabus, program, blueprint, proposal
  6. mudel - model, make, sample, pattern, matrix, mode, template, style
  7. muster - pattern
  8. plaan - plan, scheme, project, blueprint, ground plan, layout, device, draft, map, outline, schedule, survey, intention, idea, contrivance, plot, program, setup, plat, conception, proposal, proposition, scheme of designs, set up
  9. stiil - style, fashion, order, pen
  10. visand - outline, sketch, study, draft, rough draft, plan, project, foul/ rough copy, delineation
  11. konfiguratsioon - configuration
  12. näidis - example, model, pattern, specimen, sample, exemplar, norm, standard
  13. joonistus - drawing, pattern, outline
  14. eskiis - study, sketch, draft, rough draft, outline, rough plan
  15. kavatsus - intention, purpose, plan, thought, idea, resolve, intent, notion
  16. joonestus - drawing, draft
  17. arvutlus - calculation, computation, count, evaluation, reckoning, statement

verb
  1. kavandama - sketch, outline, draft, project, plan, schedule, blueprint, map out, program, draught, engineer, chart, devise, envisage, indicate a plan, plot out
  2. kujundama - form, shape, mould, fashion, model, decorate, frame
  3. projekteerima - project, scheme, plan, form a plan, blueprint, develop
  4. disainima - style
  5. planeerima - plan, map out, concoct, glide, map, 
  6. arvutlema
  7. visandama - lay out, outline, sketch, delineate, draft, block, plot, rough out, set out
  8. kavatsema - intend, purpose, propose, plan, project, schedule, calculate, scheme, set out, mean
  9. konstrueerima - construct, develop

Disainer on tootekujunduskunstis loovisik, kelle tööks on luua, arendada ja/või kujundada tooteid, üldjuhul mingi tööstusharu tarbeks (näiteks moodtrükitööstusmeediaarhitektuursisearhitektuurreklaamveeb, kõikvõimalik tootmine jne).

Translation: 
Designer is a creative person in industrial design arts, whose job is to create, develope and/or design products, generally for some industrial sector (for example fashion, printing, media, architecture, interior design, advertisement, web, all kinds of production etc).

Thursday 3 October 2013

+ 3.10.2013

   PRODUCT DESIGN HISTORY OVERVIEW

   The first use of the term "industrial design" is often attributed to the industrial designer Joseph Claude Sinel in 1919, but the discipline predates 1919 by at least a decade. Christopher Dresser is considered the world's first industrial designer. Industrial design's origins lie in the industrialization of consumer products. For instance the Deutscher Werkbund, founded in 1907 and a precursor to the Bauhaus, was a state-sponsored effort to integrate traditional crafts and industrial mass-production techniques, to put Germany on a competitive footing witEngland and the United States.

   The Industrial Revolution in the UK

   At the beginning of the Industrial Revolution, mechanized fabrication in the UK was still combined with individual craftsmanship and aimed at the continuity of societal and economic structures, as seen in Wedgwood tableware and the development of railway engines. The speed of technological advance throughout the nineteenth century, however, enabled manufacturers to seek greater profits by producing more for an expanding market with new customers. Manufacturers increased the degree and type of decoration on their products to enhance the status of their customers. This resulted in a variety of new styles such as Art Nouveau and Neo-Gothic. As a counterweight, the Arts and Crafts movement, which emerged in the 1860's and 1870's under the influence of artists such as William Morris, aimed at designing products that reflected the old ideals of craftsmanship.


Wedgwood tableware

Example of Art Noveau graphics

Example of neo-gothic architecture

Arts and Crafts movement, wallpaper by W.Morris

   The Industrial Revolution in the USA

   During the Great Exhibition held in Britain in 1851 to celebrate world industry, Europe became acquainted with American products and developments, which aimed at modern industrial mass production and functionalism. Over the next half-century the 'American system' was not only characterized by its production techniques but also by the entire organisation, influencing the business processes as well as the functionality and appearance of the products, resulting in new products such as Remington typewriters, Singer sewing machines, Kodak cameras, McGormick reaping machines and Ford automobiles. Due to increasing labor costs and a shortage of cheap labor, the USA focused on standardization. In the early years of the twentieth century companies such as Henry Ford produced relatively low-cost cars that existed of assembled complicated mechanical parts. Concepts such as efficiency, standardization and functionality became popular at the beginning of the twentieth century


Remington typewriter

Singer sewing machine

Kodak camera

McGormick reaaping machine

Ford model T

   Birth of the industrial designer

   Although industrial design was commonly incorporated into industry by the end of the nineteenth century, the profession of the industrial designer was still rather ill-defined, meaning that the activities of artists, architects, craftsmen, inventors, engineers, technicians and other personnel of larger companies were all labelled as industrial design. Only at the beginning of the twentieth century did the legitimacy of the industrial designer surface as a person who integrated all of these activities, incorporating, e.g. technological, functional, aesthetic and business aspects.

   Modernism

   In Germany, the Deutscher Werkbund, a precursor to Bauhaus, was founded in 1907, and aimed at integrating traditional crafts and industrial mass-production techniques. It focused on the societal role of design and art. Technology and machines could be used to improve people's taste and develop their cultural aspiration towards, for example, harmony and societal decorum. The benefits of technology were no longer available only for the elite. The movements arising from the turn of the century up to the 1930's, Bauhaus, De Stijl, Constructivism and Purism, advocated a new universal and objective style: the aesthetics of the machine. By glorifying machines and technical progress through objective shapes, they aimed at an improvement of the quality of life for all users. Modernism flourished.
   As of the 1960's, the German company Braun, along with Dieter Rams, applied to products the Bauhaus principles of the earlier years of the 20th century, such as 'form follows function'. Rams deleted every superfluous detail and ordered the essential elements to give optimum support to functionality. He aimed for a neutral and harmonic aesthetic quality in order to allow the user to create his own 'image' of the product. As Rams mentions in his 'ten principles': "Good design is as little design as possible". 


Deutcher Werkbund poster

Bauhaus poster

De Stijl: Red and Blue Chair by Gerrit Rietveld

Constructivism: Tatlin's Tower or Monument to the Third International

Purism: Le Corbusier Villa Savoye


   Streamlining 

   At the same time, the idolization of technology, progress and modernity was further effectuated from the 1940's until the beginning of the 1960's by styling products on the basis of symbols of progress, such as cars, aeroplanes and even satellites. Streamlining, originally derived from the shape of a drop of water, was 'the' way to express speed as a metaphor for energy that could liberate the user. It was the opposite of machine purity, and it diverted the attention from the inner workings of the product to its appearance. Thomas Hine (1986) coined the synthetic word 'populuxe' for this era of popular luxury for all. 


Streamlining design: Motor Car No. 9 (without tail fin) by Norman Bel Geddes

Populuxe


   Electronic products 

   After the fifties, Modernism faded out in the West. Rationalism, objectivity, universalism and the application of technology and science to human needs and necessities were substituted by replaceability and consumerism. Without unifying ideologies, design got lost in 'prettiness'. Designers were focusing more and more on the 'package' and appearance of the product. Innovation became more popular than invention, and the professions of the designer and the engineer grew further and further apart, especially during the last decades of the twentieth century. The development of technology intensified; the size of the microchip decreased and, simultaneously, its possibilities increased. The technology push spurred on the functionality of appliances, thus offering the user unlimited possibilities and an enormous supply of electronic and digital products. Consumption and personal self-fulfillment were strengthened, and the gap between machinery and commodity increased.
Industrial design missed out on this major industrial development; designers missed the electronic boat, more specifically 'the interaction with the ungraspable'. The design of the physical form and the design of the interface of interactive products were separated. People working within the Human Computer Interaction (HCI) community such as usability engineers did the engineering and interaction thinking, and industrial designers were invited to beautify the new machines. They did this by expressing power, rationality, functionality and self-interest. The products were based on 'cognitive' interaction with displays and dozens of neatly organised buttons, as can be seen in, for example, the microwaves, telephones, business equipment, medical equipment, computers and photo and video equipment from the 1980s and 1990s. 

Towards emotion and experience 

   In the 1980's, the post-modernist movement Il Nuovo Design, including the companies Studio Alchymia and Memphis, criticized this focus and approach. They advocated concepts such as diversity, discontinuity, eclecticism, ornaments, color and experience in order to create a more enjoyable and fancy world. The adage 'less is more' was replaced by 'less is a bore'. Around the turn of the century, a weakened version of their ideas rapidly caught on in commercial appliances, such as Alessi kitchen appliances, Swatch watches and Apple's colourfl iMac, and quickly seemed to turn towards a superficial form of fun and emotions, i.e. 'funnying' the look of products, which we could call 'form follows frivolity'. Around the same time Bauhaus-like objects were reproduced for the elite, becoming terribly expensive and sold in 'design boutiques'. Architects were assembling workers' living units into skyscrapers in the US. Design became exclusive.
The shift towards fun, emotion and experience was also a result of the sociocultural setting and the economic strategies of companies to survive. Companies introduced lifestyle brands to compensate for the loss of ideals, identity, belief systems and cultural references after the decay of Modernism. By adopting a brand lifestyle of one's choice, people found a way to regain a sense of identity. Designers helped to fuel consumption by repeatedly renewing the style of products, of which Swatch is a clear example. And they focused on brands and brand identity by designing the complete package, including machinery and commodity, appearance, services, 'experience', points of sale, advertisements, etc., such as Nespresso and Apple. Designers tried to envision the future through novel concepts, such as Philips' 'Vision of the Future' (1996), although many of those design concepts took the underlying computer logic and cognitive structures as given. 

Studio Alchimia: Alessandro Mendini

Memphis Group

Alessi: Juicer by Philippe Starck


Selection of Swatch watches from 1990's

Apple iMac

Nespresso brand logo

Apple brand logo



Knowledge economy

   With the move into the twenty-first century, we are shifting from an experience economy to a knowledge economy. People no longer have to rely on brands and product lifestyle to signify and create their identity; instead they are nowadays able to create their own identity or identities through a variety of social platforms, such as Facebook and Twitter. We are becoming more and more digital and networked, which influences the profession of the industrial designer. 

Reuniting HCI and industrial design 

   Today we see that the two worlds of HCI and industrial design are coming together again. HCI people move towards experience, and industrial designers embrace the digital, although one can clearly see their history and thus differences in approach and focus. One sees many HCI people and computer scientists who are seeking to bridge engineering and art, science and art, or the three, as can be seen in Robin Baker's book "Designing the future" or in Hiroshi Ishii's work at MIT MediaLab. Moreover, the digital is often a starting point to connect to the real, e.g. with Ishii's Radical Atoms, and a cognitive approach towards experience is still dominant. One generally sees the engineering paradigm in this way of working and thinking based on externalizing knowledge, changing the world and taking the machine perspective, although the latter is more and more combined with a human perspective.
Industrial designers, on the other hand, tend to base their way of working and thinking on internal knowledge (often referred to as intuition), on changing the world and on a human perspective. Contemporary industrial designers are trying to find a way to connect the possibilities of new technology, intelligence and social platforms to people's being in a physical and social world; to map the discreteness of the digital to the continuity of us being in the world. Moreover, industrial designers are exploring their new role in the upcoming transformation economy paradigm in which value is created in communities, by addressing societal issues together on a local scale with all the stakeholders involved. For example, RED, a 'do tank' that uses innovative design to tackle social and economic issues, which was set up by the British Design Council in 2004, is one of the initiatives to find new ways. 


Robin Baker "Designing the Future"