PORTO 2015 EXPLORING UNIVERSAL PRINCIPLES AND PARAMETERS IN DESIGN. Yoad David Luxembourg Thesis presented at the Faculty of Fine Arts, University of Porto, for the degree of Doctor of Design. Supervisor: Prof. Heitor Alvelos Professor at the faculty of Fine Arts University of Porto Exploring Universal Principles and Parameters in Design Abstract Page 1 of 3 Abstract. Exploring the validity of Language based Universal Principles and Parameters in design. this research produces a series of comparative studies examining the relationship between language and design, each deploying a different methodology, working towards different goals, and dealing with different aspects of the relationship between these two seemingly distinctive abilities. This thesis is composed from three main investigations that derive from each other in sequence, and that are based on a common Literary geometry - a relationship between different authors formed in order to serves as a conceptual framework for the intended research. In the present case the literary geometry is constructed from the work of Gibson (1986), Pinker (1994), Thwaites, Davis & Warwick (2002), Krippendorff (2006), Dong (2009) and Cross (2011). This research builds on their complimenting interests in perception, language and design thinking, on their common sources, their selection of methods, their use of complimenting case studies, and their conceptually paralleling ideas. The main question of this research is - Can various aspects, that are at play in the universality of language, also be at play in the universality of design. In seeking to answer this question this research short term goals are: • To inform and explore the relationship between language use and design use. • To inquire into the structural dynamics between language and design, as competences and as activities. • To examine the validity of Universal Structure theories from the fields of Linguistics and Structuralism in Design. Yoád David Luxembourg 2015 Exploring Universal Principles and Parameters in Design Abstract Page 2 of 3 The Investigations: Working with Pinker's The Language Instinct: How the mind creates language (1994), the first investigation converges different thinkers and different strings of thought - contained in the Literary Geometry - into a synthesis with which the dynamic relationship between language and design is explored and the validity of concepts that are rooted in the domain of languages can be tested in the domain of design. The research finds here that essential mechanism and structures (grammar, perception, syntax) that are at play in language activity are also at play in design activity with a consideration to a minor alignment of terminology in order to compensate for changes in modality. These findings suggest that the creation and perception of visual or material artifacts follow the same structural mechanisms and cognitive processes as the creation and perception of lingual artifacts, as well as deployed towards towards the same goals: the conceptualization of reality, of artifacts and of identities into being. In turn, this points to the reality producing nature of design and language originating from a deep and cognitive connection. The second investigation forms a critical approach towards key aspects in the relationship between language and design. Based on the first investigation, this comparative study aims to expand further the inquiry of the relationship between language and design through a structured examination of underlying cognitive and structural mechanisms that enable language and design performance. It seeks to identify similarities and differences between brain activity, cognitive functions, structural units, and perception. The research offers here a strong argument over the sameness of language and design capacities. It shows these abilities operate on the same set of cognitive processes with which meaning is associated and constructed from information structures that are sampled by the perceptual system. Grammar seems to be deployed by a set of cognitive processes which Yoád David Luxembourg 2015 Exploring Universal Principles and Parameters in Design Abstract Page 3 of 3 associates sensory input with meaning. This set of cognitive processes seems to be at work the same way whether the act of communication is made of visual‐material units or vocal ones. Different modalities, both in terms of phenomena (sound, touch, visuals) and in semiotic terms (oral, gesture, written), constitutes as the only, yet fundamental, difference between language and design domains. The third investigation attempts to validate the conclusions above by positing a key structural model used in the domain of language into the domain of design. It aims to show a sameness of structural principles between lingual and designed artifacts, as well as an inherent structural similarity in the planning of such artifacts. This investigation introduces Jakobson's Functions of Language Model (1960) and examines - through case studies and qualitative investigation - how it can be used for the study of designed artifacts and design thinking, as well as how it can be used in the practice of design as a guiding universal structure of principles underlying design activity. The research forms here a framework for thinking about design and designing. A framework that is rooted in the study of languages and the theoretical foundation of universal structures from linguistics, semiotics and structuralism. The research demonstrates how valid is Jakobson’s Model after 55 years, but also demonstrates how valid it can be for the study of designed artifacts, as well as design thinking. It does so by reforming the model in accordance to Krippendorff’s Ideas of User centered design (2006), circumnavigating Krippendorff's strong distantiation from the use of semiotics for the study of the domain of design. With these three comparative investigations this research forms a theoretical foundation, accessible and applicable to design thinking and design practice, as well as a first approach towards a language based approach to design and its education – calling for systematic and synchronic approach to the study of design, design artifacts and design thinking. Yoád David Luxembourg 2015 Exploring Universal Principles and Parameters in Design The Blank Insert Page 1 of 1 Acknowledgments. To the Luxembourgs, the Getrueres, the Pais, and the Van Buurens. A large family is a relationship that bears you as much as you bear them, Thank you for supporting me all these years with help and advice beyond my imagination, not to mention the entertainment of growing up and growing more. To my greatest love Daniela Pais who set me up in this direction, Thank you! To my children for reminding me life is for living. And to all my parents for their support and the care. To Heitor Alvelos, for the guidance, advice, and sense of direction in this long and arduous path. To Alexandre Martins. Pedro Almeida and Janine Braun for the good times, our friendship and their help in making this research happen To Irene Droogleever Fortuyn, Stijn van der Vleuten, Jens Dyvik, Ari Versluis, Rita Salvado, for the good times, our friendship and their contribution to this research. To Heather Daam, Tim de Boer, Marjolein Vonk, Richard Beumer, Jeroen de Bruin, Jacques Terken, Matthias Rauterberg, Piérre Levy, Ingrid van der Wacht, Ehsan Baha, Oscar Tomico and Caroline Hummels for contributing to this research by sharing their experiences and their points of view. To Steven Pinker, Nigel Cross, Ken Friedman, and Klaus Krippendorff for their own contribution to this research, as well as to Andy Dong for his keen interest, help and feedback which brought this research to a full circle. Finally I would like to thank to the Ph.D course program, staff and co-students for this learning opportunity; for the University of Porto and its faculty of Fine Arts for facilitating it. And to Bonnie Pink, Ohashi (Trio) Yoshinori, Buck‐Tick, David Fonseca, Carláo, Sara Tavares, Camané, NPO radio4, Haydn, Chopin, and Mozart for the mood to write and to think. Thank you all! for being there in the right times, when I want to get stardust. For all that I am and have I thank god and his nature, Yoad David Luxembourg +++ Yoád David Luxembourg 2015 Exploring Universal Principles and Parameters in Design Table of Contents Page 1 of 4 Table of Contents: Abstract ii Acknowledgments v Table of contents vi Table of figures x 1. Goals and Direction 1 2. Literary Geometry 10 2.1 The Geometry 12 2.2 Conclusions 19 3. Framing and First Steps Towards a Comparative Research 20 3.1 A Linguistic Framing for Design 23 4. Investigation I -The Design Instinct: A comparative extrapolation of Steven Pinker’s 1994 manifest 26 4.1 An Instinct to Acquire an Art 29 4.2 Chatterboxes 55 4.3 Mentalese 80 4.4 How Design Works 91 4.5 Conclusions for Investigation I 151 5. Investigation II - Comparison Between Key Aspects of Language and Design 154 5.1 Section One: Brain Activity 156 Yoád David Luxembourg 2015 Exploring Universal Principles and Parameters in Design Table of Contents Page 2 of 4 5.2 Section Two: Cognitive Functions 160 5.3 Section Three: Structural Units 172 5.4 Section Four: Perceptual System 181 5.5 Conclusions for Part Two 187 6. Investigation III - A Universal Model for Design: Exploration of Key Structuralist Model in Design 193 6.1 Introducing the Roman Jakobson Model 197 6.2 Jakobson’s Model & Thwaites et al. Functions of the Sign Model 201 6.3 Case Studies: Deploying the communication model in the analysis of designed artifacts 206 6.3.1 Case Study One 208 6.3.2 Case Study Two 213 6.3.3 Case Study Three 219 6.3.4 Case Study Four 224 6.4 Case sudies Conclusion: Positing Jakobson’s model in design. 227 6.4.1 functionalities of design model 230 6.4.1.1 Referential functionalities dedicated to conceptual models of address 237 6.4.1.2 Referential functionality dedicated to conceptual models of context 241 Yoád David Luxembourg 2015 Exploring Universal Principles and Parameters in Design Table of Contents Page 3 of 4 6.4.2 Functionalities of Design Model Closing Conclusions.