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Decoding Craft: Communicating Identity Through a System of Design

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Decoding Craft: Communicating Identity Through a System of Design AGUILERA GUARDADO, CLAUDIA, M.F.A. Decoding Craft: Communicating Identity through a System of Design. (2013) Directed by Stoel Burrowes. 99 pp. The review of literature of semiotics developed by Ferdinand de Saussure, Christopher Alexander’s work on the concepts of hierarchy and abstract organizational structures, and the definition of systems and its properties by Michael Pidwirny provided a foundation for further understanding of the development of a system of design that is a tool to communicate identity to products. To develop this understanding, the system of design was expressed through a Graphic Matrix. The purpose of the Graphic Matrix was to decompose the elements of craft examples from El Salvador to create vessels and light fixtures using digital fabrication technology. The Graphic Matrix grouped information by elements, attributes, and relationships. The hierarchy of information helped to organize and visualize efficiently all the phases of decomposition. The craft examples from El Salvador go through all the phases in order to extract characteristics to be incorporated in the new product. The process of design starts parallel to the research because it combines all the concepts of the theories presented in the review of literature with the information presented in the Graphic Matrix. The use of the computer aided design, CAD, software, such as Rhinoceros, helped facilitate the production of the vessels and light fixtures. It provided files that were used with computer aided manufacturing, CAM, technology. Without the use of CAD and CAM the reproduction of the shape units to cut would not have been fast and precise. The goal of combining both, old and new, manufacturing technologies was reached by the use of the Graphic Matrix. DECODING CRAFT: COMMUNICATING IDENTITY THROUGH A SYSTEM OF DESIGN by Claudia Aguilera Guardado A Thesis Submitted to the Faculty of The Graduate School at The University of North Carolina at Greensboro in Partial Fulfillment of the Requirements for the Degree Master of Fine Arts Greensboro 2013 Approved by Stoel Burrowes___________ Committee Chair © 2013 Claudia Aguilera Guardado APPROVAL PAGE This thesis written by Claudia Aguilera Guardado has been approved by the following committee of the Faculty of The Graduate School at the University of North Carolina at Greensboro. Committee Chair_____________________________ Committee Member_____________________________ _____________________________ _____________________________ ____________________________ Date of Acceptance by Committee _________________________ Date of Final Oral Examination ii ACKNOWLEDGEMENTS At the completion of this thesis investigation, I have found that it is really the work of many, as opposed to the work of an individual. I would like to extend a heartfelt thank you to the numerous people who helped me throughout the process of writing this document. I would like to begin by thanking my committee members for their guidance, patience, and support throughout the process. Stoel Burrowes, thesis chair, was a dedicated mentor and advisor. His never-failing encouragement and support helped me to stay on course and complete this document. I would also like to thank Jonathon Anderson for his expertise and introduction to the use of computer aided design and manufacturing as a tool for designing. It was his contemporary approach to digital fabrication as design method that inspired the focus of this design investigation. I thank Hannah Rose Mendoza for expanding my knowledge of theories and critical thinking, and for providing guidance throughout the entire research. I would also like to thank Joseph Erba for a fresh perspective of products from outside the Interior Architecture Department. I need to say thank you as well to my classmate fellows in the Interior Architecture Department for their support, help, hospitality and friendship. They enriched my experience as an international student in the United States. A special thanks to Anna Will and her family for their kindness and hospitality, and to Susan Webster who patiently read my document and aided me with my English skills. I would like to thank The University of North Carolina at Greensboro and The Graduate School for believing in my research and providing funds that helped me to iii complete my degree. I thank The United State Embassy in El Salvador, Universidad Dr. José Matías Delgado, The Fulbright Program, The Institute of International Education (IIE), Academic and Professional Programs for the Americas (LASPAU), and The International Language Institute (ILI), for their support and for allowing me to be part of such a prestigious award program. Finally, I am deeply grateful to God, my family, and friends for their encouragement, support, kindness, and always lending an attentive ear. It is because of all these people that I have been able to reach this goal. Thank you iv TABLE OF CONTENTS Page LIST OF TABLES ........................................................................................................vii LIST OF FIGURES ..................................................................................................... viii CHAPTER I. INTRODUCTION ............................................................................................. 1 Research Question .................................................................................... 3 Significance .............................................................................................. 3 Definitions................................................................................................ 4 II. REVIEW OF THE LITERATURE ..................................................................... 7 Materials and Craft Technique .................................................................. 9 Semiotics: Visual Communication .......................................................... 10 Hierarchical Decomposition ................................................................... 12 III. METHODOLOGY: DESIGN PROCESS ......................................................... 15 Theory and Approach ............................................................................. 16 RTA and Collapsible Furniture ............................................................... 17 Precedent Study in Design Field ............................................................. 18 Example Study in Cultural Industry ........................................................ 20 Design Process ....................................................................................... 20 Production Statement .............................................................................. 21 IV. ANALYSIS: GRAPHIC MATRIX .................................................................. 24 First Phase .............................................................................................. 28 Second Phase .......................................................................................... 31 Third Phase ............................................................................................ 35 Elements of Design Combinations .......................................................... 36 Principles of Design Combinations ......................................................... 36 Fourth and Final Phase ........................................................................... 37 Design Process ....................................................................................... 39 Precedent Study in Design Field ............................................................. 42 Example Study in Cultural Industry ........................................................ 44 Production Statement .............................................................................. 44 v Design Thesis Exploration .........................................................................47 V. CONCLUSIONS..................................................................................................50 Evaluations .................................................................................................50 Future of the Research ...............................................................................54 Financial Plan.............................................................................................58 Pricing Strategy ..........................................................................................59 Pricing Concepts for Manufacturers ..........................................................61 Direct Costing and Price Formulation .......................................................61 Income Statement.......................................................................................61 REFERENCES ..................................................................................................................65 APPENDIX A. COUNTRY AND CULTURE OF EL SALVADOR ...............................67 APPENDIX B. CASE STUDY..........................................................................................70 APPENDIX C. GRAPHICS FOR THE EVENT: THESIS DESIGN EXPLORATION ................................................................75 APPENDIX D. MEDIA COVERAGE INSIDE UNCG....................................................79 APPENDIX E. ADDITIONAL PHOTOS .........................................................................82 vi LIST OF TABLES Page Table 1. List Presenting Features and Benefits of Vessels and Light Fixtures. ................ 55 vii LIST OF FIGURES Page Figure 1. Semiotics
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