3. Engineers care about making things that work. Designers work out things people care about.
4. 1996 2010
Fernando Prieto, Ricardo Sosa. “TetraBus”: Children work. Designers work out things people care about.
Engineers care about making things that Museum on Wheels. Client: Tetra Pak Mexico (1996-1997)
5. T-Plak in Argentina, Reciplak in Brazil, Chiptec in China, Tectan in Germany
Engineers care about making things that work. Designers work out things people care about.
6. Engineers care about making things that work. Designers work out things people care about.
7. http://kaiqi.en.alibaba.com/
http://www.coolest-toys.com/200805/playgoda-can-make-playgrounds-chameleon-like.htm
Engineers care about making things that work. Designers work out things people care about.
http://image.made-in-china.com/2f0j00vMGQeCprHBoL/Indoor-Playground-NC-IP203-.jpg
8. meaning
significance
interpretation
intent
express
sense
message
value
purpose
Engineers care about making things that work. Designers work out things people care about.
9. Activity I
2 minutes: What are your 3 most valuable (material) possessions in life?
Engineers care about making things that work. Designers work out things people care about.
10. Semantic Differential
Osgood, C. E., Suci, G. J., &
Tannenbaum, P. (1967). The
Measurement of Meaning.
University of Illinois Press.
Engineers care about making things that work. Designers work out things people care about.
11. Connotation: aggressiveness
http://www.flickr.com/photos/jingleslenobel/6806186496/
Engineers care about making things that work. Designers work out things people care about.
http://www.flickr.com/photos/tr1stan27/4408550933/
12. Activity II
2 minutes: List of 5 words that you would associate with each of these designs:
Engineers care about making things that work. Designers work out things people care about.
13. a)
b)
Engineers care about making things that work. Designers work out things people care about.
15. Semantic Differential
1. Create a scale using polar adjectives (opposite-meaning terms)
2. Use as a guide three dimensions: strength, value, and activity
3. Ask subjects to rate an object or concept, assigning a mark on one of the
five (or seven) spaces along each dimension
4. Positive and negative attributes should be varied from left to right
http://psychology.ucdavis.edu/sommerb/sommerdemo/scaling/semdiff.htm
Engineers care about making things that work. Designers work out things people care about.
16. Shang H Hsu, Ming C Chuang, Chien C Chang, A semantic differential study of designers’ and users’ product form
perception, International Journal of Industrial Ergonomics, Volume 25, Issue 4, May 2000, Pages 375-391
Engineers care about making things that work. Designers work out things people care about.
17. Salvador Mondragón, Pedro Company, Margarita Vergara, Semantic Differential applied to the evaluation of machine
tool design, International Journal of Industrial Ergonomics, Volume 35, Issue 11, November 2005, Pages 1021-1029
Engineers care about making things that work. Designers work out things people care about.
18. Elderton, VJ (1978) A Study of Children's Behaviour in Family Groups in the Graham Amazon Gallery, Vancouver
Public Acquarium. Master of Arts Thesis, University of British Columbia
Engineers care about making things that work. Designers work out things people care about.
19. McCall, R., O'Neill, S., Carroll, F., Benyon, D., Smyth, M. (2005). Responsive Environments, Place and
Presence. PsychNology Journal, 3(1).
Engineers care about making things that work. Designers work out things people care about.
20. Engineers care about making things that work. Designers work out things people care about.
21. Engineers care about making things that work. Designers work out things people care about.
22. Engineers care about making things that work. Designers work out things people care about.
23. Engineers care about making things that work. Designers work out things people care about.
26. Kansei Engineering
http://www.dissertations.se/dissertation/519af530a6/
Engineers care about making things that work. Designers work out things people care about.
27. Kansei Engineering
http://www.fkm.utm.my/~arahim/car%20interior.pdf
Engineers care about making things that work. Designers work out things people care about.
30. Meaning in Design
Purpose (α) Function (β)
Behaviour (γ) Form (δ)
Engineers care about making things that work. Designers work out things people care about.
31. Purpose: the reason why
Function: the action an
an artefact exists, what it
artefact performs
is intended for
Behavior: the manner in Form: the physical
which an artefact acts embodiment of an artefact
M.A. Rosenman and J.S.Gero, Purpose and function in design: from the socio-cultural to the techno-physical.
Design Studies, Volume 19, Issue 2, April 1998, Pages 161–186
Engineers care about making things that work. Designers work out things people care about.
32. Meaning in Design
α: Why it exists β: Why it does that
γ: Why it does so δ: Why it is so
Engineers care about making things that work. Designers work out things people care about.
33. Meaning in Design
Purpose (α) Function (β)
Behaviour (γ) Form (δ)
Engineers care about making things that work. Designers work out things people care about.
34. α Meaning
http://www.paceshave.com/sxa5000
Engineers care about making things that work. Designers work out things people care about.
35. α Meaning
http://wordlock.com/
Engineers care about making things that work. Designers work out things people care about.
37. α Meaning: Why it exists…
Target users found this Target users find this
product irrelevant product vital
(reasons are (reasons are strong, clear
weak, unclear or hard to or easy to justify)
justify)
Engineers care about making things that work. Designers work out things people care about.
38. α Meaning: Why it exists…
http://www.science.edu.sg/exhibitions/Pages/discoveryzone.aspx
Engineers care about making things that work. Designers work out things people care about.
39. α Meaning: Why it exists…
Why new science exhibits about… Counter-
intuitive, Basic Laws, Gaming, 10 Big
Questions, Ephemeral, Nature and Daily
Life, Transformers?
What do each of them mean?
Engineers care about making things that work. Designers work out things people care about.
40. α Meaning: Why it exists…
classroom
playground
Engineers care about making things that work. Designers work out things people care about.
41. Warning!
Changing α Meaning is risky and
requires careful strategic planning
Engineers care about making things that work. Designers work out things people care about.
42. Activity III
3 minutes: Everyday products that you easily recall, that have:
a) Weak meaning b) Strong meaning
(“The reasons for this product to (“The reasons for this product to
exist are weak, unclear or hard to exist are strong, clear or easy to
justify from my point of view”) justify from my point of view”)
Engineers care about making things that work. Designers work out things people care about.
43. Warning!
Many new technology products
disregard α Meaning, and as a result
most people simply don’t care!
Engineers care about making things that work. Designers work out things people care about.
45. Opportunity
Creative α Meanings may trigger
disruptive innovations
(new categories of products)… or #fail
Engineers care about making things that work. Designers work out things people care about.
46. β Meaning
http://auto-blogger.org/automatic-transmission-vs-manual-transmission
Engineers care about making things that work. Designers work out things people care about.
53. Warning!
Functions are rarely chosen for how
people perceive them (β Meaning)
Engineers care about making things that work. Designers work out things people care about.
54. Opportunity
β Meanings are difficult to anticipate,
but can be studied in existing products
Engineers care about making things that work. Designers work out things people care about.
55. γ Meaning
http://www.youtube.com/watch?v=4Nau7b0JTck
Engineers care about making things that work. Designers work out things people care about.
56. γ Meaning
http://www.youtube.com/watch?v=Imhu7L2Jri0
Engineers care about making things that work. Designers work out things people care about.
58. γ Meaning
http://www.science.edu.sg/exhibitions/Pages/themindseye.aspx
Engineers care about making things that work. Designers work out things people care about.
59. Suggestion
Use γ Meaning to evaluate
alternative implementations
of a candidate function
Engineers care about making things that work. Designers work out things people care about.
60. δ Meaning
stability, strength, conventional, care about making things that work. Designers work out things people care about. natural, rotate, lap, change
Engineers
settlement, rules vs. motion, action,
61. Frame: to arrange or adjust forcare about making things that work. question things people care about. to draw only one answer
Engineers a purpose: The Designers work out was framed
62. Engineers care about making things that work. Designers work out things people care about.
63. Engineers care about making things that work. Designers work out things people care about.
70. Engineers care about making things that work. Designers work out things people care about.
71. Engineers care about making things that work. Designers work out things people care about.
72. Engineers care about making things that work. Designers work out things people care about.
73. Engineers care about making things that work. Designers work out things people care about.
74. Warning!
δ Meanings capture universal, socio-
cultural and individual perceptions.
Engineers care about making things that work. Designers work out things people care about.
75. Suggestion
Choose a useful level of abstraction
to define: purposes, functions,
behaviours and structures
Engineers care about making things that work. Designers work out things people care about.
76. 6-blade disposable Letter combination Roller coasters, not all
razors, not all razors padlocks, not all locks amusement park rides
Engineers care about making things that work. Designers work out things people care about.
77. Semantic Differential
Osgood, C. E., Suci, G. J., &
Tannenbaum, P. (1967). The
Measurement of Meaning.
University of Illinois Press.
Engineers care about making things that work. Designers work out things people care about.
78. Engineers care about making things that work. Designers work out things people care about.
