Tim Parsons Thinking: Objects Contemporary Approaches to Product
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- - - - - - TIM PARSONS - - - - - - Tim Parsons is a product designer, writer and Product designers have gone from being the Other AVA Academia titles of interest: lecturer. He has worked with manufacturers in packagers of engineering to developing a holistic Britain and Europe and has exhibited widely. He understanding of objects. They have acquired - Visible Signs: An introduction has contributed articles to publications including human-centred perspectives, embraced semiotics Objects Thinking: Thinking: Objects to semiotics Blueprint and Phaidon’s Design Classics. and cognitive science, and warned us of the - potential applications for technologies beyond our Good: An introduction to ethics - - control. Design has stepped into the envisioning Contemporary in graphic design of new business directions and ways in which - consumers can become more involved in shaping Visual Research: An introduction their surroundings. Through all this it has not lost to research methodologies in Tim Parsons Tim Parsons touch with the physical substance of the object approaches to graphic design itself and the refinement and exploration of - new forms. Visual Communication: From theory to practice This book is liberal in its definition of product - product design - design, embracing many categories of object and Verbalising the Visual: Translating including both critical and commercial work. It aims art and design into words to help readers grasp the breadth of design activity - happening today by identifying approaches that are Design Management: Managing design applied across different object types. It explains and strategy, process and implementation questions prescribed design methodologies and - discusses the dual values of logic and intuition that Left to Right: the cultural shift intermingle in the design process. By setting design from words to pictures in the context of a personal journey in which every decision helps determine a unique expression of - - values, Thinking Objects challenges the reader to define how they will affect the world by design. - - ava publishing sa [email protected] www.avabooks.ch an an an AVA Academia AVA Academia AVA Academia AVA Tim Parsons advanced advanced advanced advanced title title title AVA•Thinking Object AVA T.O. Cover_AW_.indd 1 Text 5/14/09 4:18:47 PM CD509-49/3184 4TH PROOF UK Black Thinking: Objects Contemporary approaches to product design Tim Parsons AVA•Thinking Object Text AVA T.O. AW_.indd 1 5/14/09 4:28:52 PM CD509-49/3184 3RD PROOF Black An AVA Book Distributed by English Language Design by Support Offi ce EMMI / www.emmi.co.uk Published by AVA Publishing SA Thames & Hudson Rue des Fontenailles 16 (ex-North America) AVA Publishing (UK) Ltd. Production by Case Postale 181a High Holborn T +44 1903 204 455 AVA Book Production Pte. Ltd., 1000 Lausanne 6 London WC1V 7QX [email protected] Singapore Switzerland United Kingdom T +65 6334 8173 T +41 786 005 109 T +44 20 7845 5000 ©AVA Publishing SA 2009 F +65 6259 9830 [email protected] F +44 20 7845 5055 All rights reserved. No part [email protected] [email protected] of this publication may be www.thamesandhudson.com All reasonable attempts have reproduced, stored in a been made to trace, clear and Distributed in the USA & retrieval system or transmitted credit the copyright holders Canada by: in any form or by any means, of the images reproduced Ingram Publisher Services Inc. electronic, mechanical, in this book. However, if any 1 Ingram Blvd. photocopying, recording or credits have been inadvertently La Vergne, TN 37086 otherwise, without permission omitted, the publisher will USA of the copyright holder. endeavour to incorporate T +1 866 400 5351 ISBN 978-2-940373-74-1 amendments in future editions. F +1 800 838 1149 customer.service@ 10 9 8 7 6 5 4 3 2 1 ingrampublisherservices.com AVA•Thinking Object Text AVA T.O. AW_.indd 2 5/11/09 6:22:59 PM CD509-22/3184 3RD PROOF Black Thinking: Objects Contemporary approaches to product design an AVA Academia advanced title Academia advanced AVA an Tim Parsons AVA•Thinking Object Text AVA T.O. AW_.indd 3 5/11/09 6:20:25 PM CD509-22/3184 2ND PROOF Black - - Contents - - How to get the most out of this book 06 - Introduction 08 - - Chapter 1. Perception - 14 1.1 Design and politics 16 - 1.2 Value and the object 24 - 1.3 Reading form 32 - - Chapter 2. Motivation - 46 2.1 Conforming, reforming or contesting 48 - 2.2 Defi ning approaches 50 - 2.3 Aesthetic refi nement 52 - 2.4 Collective memory and behaviour 62 - 2.5 Social inclusion 82 - 2.6 Materials and processes 92 - 2.7 Technological innovation 106 - 2.8 Ethics 116 - 2.9 Sustainability 126 - 2.10 Participation 130 - 2.11 Strategies and services 138 - 2.12 Design for debate 142 - - 04 05 AVA•Thinking Object Text AVA T.O. AW_.indd 4 3/9/09 8:02:39 PM D309-40/4028 1ST PROOF Black - - Chapter 3. Process - 148 3.1 The elusive design process 150 - 3.2 Design methodology 158 - 3.3 Thinking tools 162 - 3.4 Observation 164 - 3.5 Ideas generation 172 - 3.6 Drawing 178 - 3.7 Maquette and model-making 182 - - Chapter 4. Context - 186 4.1 Employment 188 - 4.2 Commission 192 - 4.3 Speculation 198 - - Chapter 5. Sources - 202 5.1 Bibliography 204 - 5.2 Picture credits 206 - 5.3 Acknowledgements 208 AVA•Thinking Object Text AVA T.O. AW_.indd 5 3/9/09 8:02:39 PM CD309-40/4028 1ST PROOF Black - - - How to get the most out of this book - - - Introduction HOW TO GET THE MOST OUT OF THIS BOOK PROCESS The book has four chapters, each based upon an Perhaps the most diffi cult part of design to adequately essential theme within product design: perception, quantify, this chapter attempts to grapple with the motivation, process and context. elusive nature of the design process. By calling upon PERCEPTION philosophical viewpoints, a picture of the cognitive This chapter discusses the way product design is process is built up. The nature of creativity and insight perceived in relation to societal constructs, such is discussed and a range of working tools introduced, as politics and value. which designers can use to enrich their own process. MOTIVATION CONTEXT This chapter attempts to answer the question: This fi nal chapter examines the working contexts of Beyond the need to earn a living for themselves and designers. It also looks at the rules of engagement with their clients, what drives designers to do what they clients and illustrates how speculative work presents do? It focuses upon the creative rationale behind the opportunity for radical independent voices. projects and suggests that a recognisable (although not exclusive) series of approaches are being taken to product design today. Fig. 1 Chapter openers Each chapter starts 02 Motivation with a chapter opener. Each of the chapters are given a - - specifi c colour, which runs 2.1 Conforming, reforming or contesting 48 - throughout. 2.2 Defi ning approaches 50 - 2.3 Aesthetic refi nement 52 - 2.4 Collective memory and behaviour 62 - 2.5 Social inclusion 82 - 2.6 Materials and processes 92 - 2.7 Technological innovation 106 - 2.8 Ethics 116 - 2.9 Sustainability 126 - 2.10 Participation 130 - 2.11 Strategies and services 138 - 2.12 Design for debate 142 - - 46 47 AVA T.O. AW_.indd 46 3/9/09 9:43:319:41:32 PM AVA T.O. AW_.indd 47 3/9/09 9:43:32 PM - - Fig. 2 Section 2.3 2. Motivation - - as the profession has grown and stratifi ed, designers While designers who work beyond as well as on the “the closer one gets to the public or home, the greater 2.2 Defi ning approaches 2.3 Aesthetic refi nement AESTHETIC REFINEMENT have become able to choose to work in areas (such surface of products are understandably upset when the need for the stylist to intercede with a repertoire 2.4 Collective memory as tableware, furniture and home accessories) where a stylist’s apparently less rigorous work eclipses their of visual good manners.” (4) Dormer’s eloquent breaks and navigation Each With the exterior design of products carrying and behaviour aesthetic refi nement can legitimately be seen as the own, the skill with which the stylist talks is often description of exterior form as an object’s “manners” so much weight in conferring status upon them, central aspect of their projects. When functionality and grudgingly admired. The legitimate stylist works in is useful. Manners are culture-specifi c and constantly infl uencing sales and eliciting emotional responses complex components are reduced to a minimum in the [1.] - the realm of intuitive decisions, infl ecting forms with evolving. What is considered polite in one situation from people, it follows that a great deal of energy Loewy, R. In: Offi cial Website chapter is broken down into design of, say, a fruit bowl as opposed to a camera, the subtle nuances that may not be consciously noticed may be embarrassingly out of place in another. As with is chanelled into exploring and refi ning product of Raymond Loewy. 2003 intuitive, formal aspects of design (“styling”) naturally [online]. [Accessed 26th by the consumer but are nonetheless felt. Such manners, so with objects. We may choose to surround aesthetics. This section examines the nature become the focus of the designer’s activity. In the January 2009]. Available intangible work is diffi cult to pin down with words. ourselves with objects of pedigree, displaying the latest of product styling, identifying the infl uence of on World Wide Web: <www. further sections. The start case of the camera, its functional requirements (to be raymondloewy.com/about/ This, as designer and critic Michael Bierut points out, style, prefer an eclectic mix or fi nd matters of style scientifi c and technological progress and revealing comfortable to hold, clear and easy to adjust etc.) must quotesby.html> is the reason designers have a reputation for “bullshit”: pedantic in relation to function.