1

. Design
...
Design
5,150,000,000
Terminology
The word "design" is often
considered ambiguous, as it
is applied differently in a
varying contexts:
 Applied arts vs. Fine arts

Applied arts: Fine arts:

Industrial design Painting
Graphic design Sculpture
Fashion Design Music
Poetry
,

Design & Art

,

Marcel Breuer, Wassily Chair (1925) Leonardo da Vinci, Mona Lisa (15171503)
 In engineering, design is a component of the engineering
process.

Design & Engineering

Many overlapping methods and processes can
be seen when comparing Product design,
Industrial design and Engineering.
Design and production

Design & Production

The relationship between design
and production is one of planning
and executing.


...

Victor Papanek

.

Phillipe stark

.

Luigi Colani

: 1969




) .(IDSA

.

ICSID
International Council of Societies of Industrial Design


.

John Maeda
)(President of the Rhode Island School of Design
 3D Design Hard Ware Design
Advertising Design
Aerospace Design Illustration Design
Animation Design Interaction Design
Architectural Design

.
Book Design Interface Design
Car Design Interior Design
Ceramic Design
Communication Design Jewlery Design
Costume Design Landscape Design
Craft Design
Diigiitall Desiign Lighting Design
Ellectriicall Desiign
Logo&Branding Design
Engiineeriing Desiign
Exhiibiitiion Desiign Magazine Design
Exteriior Desiign
Fashiion Desiign
Marine Design
Fiillm Desiign Mechanical Design
Fllorall Desiign
Food Desiign
Packaging Design
Furniiture Desiign Photography Design
Game Desiign
Generall Desiign Print Design
Glass Design Public Design
Graphic Design
Regional Design
Sculptural Design
Soft Ware Design
Stage Design
Textile Design
Transportation Design
Typographical Design
Urban Design
Web Design


 Objects

Design
Communication

environments

Identities

Systems

Contexts

futures

Design: A Very Short Introduction

John Heskett (2005)
 Objects
Pricey inefficiency as high style:
Juicy Salif by Philippe Starck, for
Alessi.
Access and convenience for all:
Vienna streetcar, designed by
Porsche.

Objects
The hatchback sets a new pattern: VW
1974Golf by Giorgetto Giugiaro,

Objects
 The language of simplicity:
Braun travelling clock, Type
AB 312, by Dieter Rams and
Dietrich Lubs.

Objects
 Style and connectivity:
Apple iMac by Jonathan
Ive.

Objects
 Objects
Form and ergonomics:
Aeron chair by Don
Chadwick and Bill Stumpf
for Herman Miller.
 Competition made visible:
Hong Kong street signs

Communication
 Communication without boundaries:
Munich Olympic pictogram system by
Otl Aicher, 1972.

Communication
 Navigating the web made easy:
Amazon.com page

Communication
 Environments

Expansion or concentration of the footprint?:

American and Japanese bathrooms.
 Environments

Officescape as community:
TBWA/Chiat/Day offices in Los Angeles by
Clive Wilkinson
 Environments

The landscape of assertion:

US strip malls
 Environments

Shopping as theatre:
Niketown, Chicago
 Inventing tradition:
the national identity
of Slovenia

Identities
 Defending tradition:
old and new BT
telephone kiosks

Identities
 Clarity and cost-saving:
FedEx redesigned
corporate logo by Landor
Associates.

Identities
 Identities The risks of change:
Lady Thatcher
covering up the new
BA identity with a
handkerchief.

Identities
 Systems
Defining standards:
British road sign
system templates,
UK Department of
Transport.
 Systems
A pattern for the world:
Harry Becks London
Transport map, 1933
 Systems
Coping with diversity:
Hong Kong dual language
road signage
Systems
Diversity from unity
Siematic modular kitchen
system
 Contexts

Usability and competitiveness:

Nokia portable telephone
 Contexts

Lighting, not lamps:

ERCO architectural lighting
systems
 Contexts
Needed by some, appeal for all:
OXO Goodgrips kitchen tools Y
peeler.
 Contexts

Design as state policy:

the Danish Design Centre
Futures


Style Technology

Overt Covert
Product INDUSTRIAL ENGINEERING Product
Characteristics DESIGN DESIGN Characteristics

Operation Manufacture
PRODUCT SURFACE

A B

Martin Woolley, A comparison of Design and User Perceptions, in: Vihma, Susann, 1995,
Products as representations : a semiotic and aesthetic study of design products, Helsinki.
The traditional view of varying contributions of engineering and industrial design in different kinds of products
Industrial design level

Engineering



Style Technology /

INDUSTRIAL ENGINEERING
DESIGN DESIGN

Operation Manufacture

-






Why design?

m akes life easier;

Why design?

Social
Cultural
Economical
Technological
Privately listening
to music in public
places
Mobile music
culture

C
Youth culture
Fashion icon
reates change;
Personal item
Why design?

RADICAL DESIGN

INCREMENTAL IMPROVTEMEN

B rings newness;
PRODUCT
IMPROVEMENT
A dds value

Functional
Ergonomic
Aesthetic/Emotional
Symbolic
Environmental/Sustainable
Financial
A dds value

F unctional
A dds value

E rgonomic
A dds value

A esthetic

E motional
A dds value

S ymbolic
 Supra-functionality vs Functionality

A
Significance vs Utility
Pleasurability vs Usability
dds value

S ymbolic

-
 A dds value

E nvironmental

S ustainable
It is the second most important
ingredient for rapidly growing Design is the seventh most
business. important ingredient of success

A dds value
for UK companies as a whole.
Extent of contribution of design to business
performance over the past 12 months

F
National Survey of UK Firms 2005

inancial
 It is the second most important

A
ingredient for rapidly growing
business.
dds value
Design is the seventh most
important ingredient of success
for UK companies as a whole.

.
.

F
.
.
inancial
.
.
.
Why design?

Over 151,000,000
worldwide as of
April 2008

A dds value;
All

.

)
( .


.

Design as the core function of

innovation, and innovation as the
main driving force in the economy
and the end result of creative
activity.
Why innovative?
What is innovation?

The innovation pyramid

Innovation = Human Values + Technology + Business
HUMAN VALUES
 Why Inn ovative?
Believed it is vital for ensuring industrial progress
The central issue in economic prosperity (Michael Porter, Harvard Business School)
A vital ingredient of business success (Ziba Design)
Keeps the business on the track

Difficult & Complex

Prevent of being eaten away by competitors
Let the company to identify whats next

New Technology and communication

Leads to= New products and services
More choosy and selective customer

Good for designers

The complexity of an innovative devolvement

Meet the multitude of different and sometimes conflicting requirements of:

Customers
Technologist
Want improved product
Marketers
performance and better value
Production Engineer
To try new materials,
Accountants designs and processes

A competitive edge and

product differentiation
needs a Designer Simple production and easy assembly

Demand costs and margins for minimum investment



Design
= Creativity + Innovation



Invention Innovation
Innovation

Transformation of an idea into a novel product,

operational process or new service in industry or commerce.
Adopters and Diffusion of Innovation

With successive groups of consumers adopting

the new technology (shown in blue), its market
share (yellow) will eventually reach the
saturation level.

The study of the diffusion of innovation is the study of how, why,

and at what rate new ideas and technology spread through cultures.



The Squiggle of the Design Process Damien Newman
 Problem Space:
Solution Space
Goal Space

SS GS
PS PS

SS GS

 Models of innovation process
Known as Rothwell Five Generations of Innovation

Technology push model [The First generation] .1

1950s mid1960s
Linear process
Starts with an idea or a discovery
Used to be very individual-based
Nowadays more research-based

R& D

Basic Science Design and Engineering Manufacturing Marketing Sales

More innovation
 Innovation Process

Market need Development Manufacturing Sales

Market Pull model [The Second generation] .2

Late 1960s and early 1970s as the reaction against tech push model
Stimulus for innovation come from the need of society
Research the market thoroughly first
What needs exist and how far they have been met
Once the appropriate technology is developed, a receptive market is
assured
Exploring market before invention stage
Is characterised by the classic saying Necessity is the mother of
invention or as Pilditch says: Find a need, then fill it
 http://www.autoweek.nl/images/800/16146.jpg

Examples!
http://www.nhtsa.dot.gov/NCAP/BASC2002/images/cover.jpg
Car was a push technology invention.
A number of market pull inventions like seat belt, air bag and ABS brake later on.
The Experience Economy


Abraham Maslows Hierarchy of needs

Physiological needs
Safety needs
Love needs
Esteem needs
Self-actualisation