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![Page 1: The CES EduPack University of Cambridge © MFA 2009 Mike Ashby, Cambridge, UK, 2009 UNIT 14. Materials in Industrial design: why do consumers buy products?](https://reader035.fdocuments.us/reader035/viewer/2022062305/5697bf761a28abf838c81142/html5/thumbnails/1.jpg)
The CES EduPackThe CES EduPackUniversity of University of CambridgeCambridge
© MFA 2009
Mike Ashby , Cambridge, UK, 2009
UNIT 14. Materials in Industrial design:why do consumers buy products?
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© MFA 2009
Outline
Resources:
• “Materials Selection in Mechanical Design”, 3rd edition by M.F. Ashby,
Butterworth Heinemann, Oxford UK, 2006, Chapter 17.
• “Materials and Design, the Art and Acience of Materials Selection in Product Design”, by Mike Ashby and Kara Johnson Butterworth Heinemann, Oxford UK, 2002, ISBN 0-7506-5554-2
Resources:
• “Materials Selection in Mechanical Design”, 3rd edition by M.F. Ashby,
Butterworth Heinemann, Oxford UK, 2006, Chapter 17.
• “Materials and Design, the Art and Acience of Materials Selection in Product Design”, by Mike Ashby and Kara Johnson Butterworth Heinemann, Oxford UK, 2002, ISBN 0-7506-5554-2
• Why is Industrial Design important?
• What gives a product its character?
• Making charts for sensory properties
• Design: creating associations and perceptions
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© MFA 2009
Product value
A product has a cost C the true cost of manufacture, marketing etc. a price P the price at which it is offered to the consumera value V what the consumer thinks it is worth
What determines cost? Technical design, materials, processes
What determines value? Both technical and industrial design; -- aesthetics, associations, perceptions
My Parker pens, 8 euros each Parker special
edition 3000 euros
Do they write 375 times better?
Product success requires that C < P < V
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© MFA 2009
Why is industrial design important ?
• ID allows differentiation, enhanced value
Product maturity and market saturation
• ID creates corporate image
Corporate identity
• ID contributes to quality of life
The environment, in the broadest sense
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© MFA 2009
Technical, industrial and product design
Technical design
Industrial design
Product design
Example: the car
Aesthetics
Associations
PerceptionsSatis-
factionProduct must be
life-enhancing
UsabilityProduct must be easy
understand and use
FunctionalityProduct must work, be safe, economical
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© MFA 2009
What gives a product its character?
Who, what
Contextwhere, when
why
Productdesign
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© MFA 2009
Context
Who?
What ?
Where ?
When ?
Why?
What expectations?
Men / WomenChildren / ElderlySportsmen / Disabled ...
Home / OfficeEurope / Africa...
To fill a basic needTo meet an aspiration ...
Day / NightAll the time / Occasionally...
Establishing the context
These steer all decisions that follow -- they set the MOOD
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© MFA 2009
Product “psychology”
Aestheticsassociations
Personalityperceptions
Biometrics
UsabilityBio-mechanics
Product “physiology”
Metals, ceramics
Materialspolymers, composites
Shapingjoining
Processessurface
treatment
What gives a product its character?
Product“character” Who, what
Contextwhere, when
why
Productdesign
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© MFA 2009
Technical and industrial design
Product must work, be safe and economical
• Sound technical design
• Proper choice of materials
• Proper choice of manufacturing process
Plenty of tools to do this
Satis-faction
Usability
Functionality
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© MFA 2009
Usability (“ergonomics”)
Product must be easyto understand and use
Satis-faction
Usability
Functionality
Three aspects
• Interaction with the human body -- biometrics
• Interaction with the mind -- intelligibility
• Interaction with the human environment
Now much researched
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© MFA 2009
Usability (“ergonomics”)
Usability
Bio-metric
Bio-mechanical
Physical matching
Scale, movement, posture, work height
Force (<230 N, lifting), Energy (<230 watts)Attention span (related to task)
Text, icons, symbols
Embossed keys, knobsAudible signalsVisual signals
Informationtransfer
Operation
Feedback
Environmental disturbance
Noise
Vibration
Illumination
Climate
Toxicity
30DB < noise level < 80DB
Acceleration < 0.2 m/s2
Light 200 - 3000 lumens
Temp, humidity within limits
No toxicity
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© MFA 2009
Examples of bio-mechanical matching
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© MFA 2009
Industrial design and satisfaction
Product must be life-enhancing, rewarding
Three facets
• Aesthetics -- appealing to the senses -- sight, hearing, feel, taste, smell
• Associations -- what does it remind you of ? What does it suggest ?
• Perceptions -- what is your reaction to it ? How does it make you feel ?
Satis-faction
Usability
Functionality
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© MFA 2009
Product personality
Product personality Associations
Wealth (Rolls Royce)Military hardware (Land Rover)Aerospace (many US cars)Plants/animals (VW Beetle)Children’s toys (Smart)What does it remind you of ?
Perceptions
Playful -- SillyResponsible -- IrresponsibleFeminine – MasculineRugged -- Threatening
And - if you owned it ...Proud -- DisappointedLife-enhancing -- Life diminishing
How does it make you feel ?
Aesthetics
Colour, transparencyFormFeel, textureTaste, smellSound
The reaction of the 5 senses
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© MFA 2009
Material personalities
NO intrinsic personality? -- materials acquire one through the way they are used?
Wood in fine furniture -- craftsmanship in railway sleepers -- cheap utility
Gold in jewelry -- luxury, wealthin micro-circuits -- technical efficiency
Glass in a camera lens -- precision engineeringin beer bottle -- disposable packaging
Made of polished walnut ?
Or made of polystyrene foam
– recycled yoghurt pots ?
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© MFA 2009
Material moods
Aesthetics: tactile, warm, textured, it ages well
Associations of fine furniture, musical instruments
Perceptions of craftsmanship, tradition, heritage, quality
Wood,leather
MetalsAesthetics: cold, clean, hard, stiff, strong, often ages well
Associations of machinery, precision instruments, weapons
Perceptions of strength, precision, durability, quality
Ceramicsand glass
Aesthetics: hard, abrasion resistant, permanence of colour
Associations of culture, luxury, sophistication
Perceptions of refinement, quality
Polymers“Cheap plastic imitation”
Aesthetics: colourful, warm, soft, smooth, flexible, do not age gracefully
Associations of mass production, substitutes for metals, glass, wood
Perceptions: deceptive, cheap, imitation ….but adaptable.
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© MFA 2009
Warm/Cold - Soft/Hard
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© MFA 2009
Acoustic pitch and brightness
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© MFA 2009
Creating associations and perceptions
Office desk-lamp.
ContextThe office
Continuoususe…..
MaterialsPressed
SteelPowdercoated
Aesthetics: colour cream, angular metallic shape, smooth texture, heavy.
Associations: Colour and form like that of computer consoles and keyboards.
Perceptions: Subdued, modern, efficient; rugged, fit for task
but also: dull, impersonal, suggesting the work-place
ContextChildrenBedroom
Intermittentuse ….
Materialsinjection
molded acrylic
Lamp, same spec.
Aesthetics: Primary colours, smooth curves, translucent, light
Associations: Form derived from nature, cartoons, comic strips.
Perceptions: Funny, playful, cheerful, clever.
but also: eccentric, frivolous, fragile
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© MFA 2009
Materials create perceptions
Bang & Olfsen
Brushed aluminium,
black enamel
Aesthetics: use of primitives; brushed metal, black/matt finishes
Associations: Organ pipes, precision instruments. Advanced technology. Trend-setting design
Perceptions: High tech, advanced, sophisticated Quality. Symbol of discerning taste. “Only the best is good enough”.
Wood, leather,suede
Roberts
Associations: Handcrafted furniture and fittings.
Perceptions: Old style craftsmanship, durable
reassuring design
Aesthetics: soft shape and material, muted colour.
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© MFA 2009
Five products: redesign them for a new market
Hairdryer Iron Shaver
ToasterMixer
The KOODI CODE, U. of Arts and Design, Helsinki
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© MFA 2009
Redesign 1: cuddlesome
TURBO-PUFF dryer HISS iron LOLLIPOP shaver
PIGGY toaster JELLIMIX mixer
The KOODI CODE, U. of Arts and Design, Helsinki
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© MFA 2009
Redesign 2: ruggedized
KALASHNIKOV mixerJUNKERS FRONT LINE toaster
M/95 heavy duty hairdryer BOLT ACTION iron STEALTH shaver
The KOODI CODE, U. of Arts and Design, Helsinki
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© MFA 2009
How did they do it? The “loveable” toaster
Primary coloursin contrasting /panels
Obvious, easilyunderstood, controls
Bold curvilinear forms
Explicit, sphericallegs and handle
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© MFA 2009
Mood boards
A mood board captures aspects of
• Context
• Aesthetics
• Associations
• Perceptions
• Materials
Who? What? Why? Where? When?
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© MFA 2009
How did they do it? Mood boards, sketches.
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© MFA 2009
Case study: the compressor
What aesthetics?
What associations?
What perceptions?
What is the designer saying?
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© MFA 2009
Robust “industrial strength” design
Angular, straight-edged forms
Repeated horizontal
Upward-converging diagonals
Subdued color
Use of texture to create contrasts
Minimal decoration
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© MFA 2009
The low-cost air compressor
Angular, straight-edged forms
Repeated horizontal
Upward-converging diagonals
Subdued color
Use of texture to create contrasts
Minimal decoration
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© MFA 2009
So what? 1
(3) The element of satisfaction is central to contemporary product design
Satis-faction
Usability
Functionality
(1) See product as a whole
(2) Think of it in more than one way
What does the product do?
Who will use it? Where? When? Why?
What are their aspirations, self-image…?
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© MFA 2009
So what? 2
Train yourself - look at products and ask:
What aesthetics? Why?
What associations? How did the designer do it? Why?
What perceptions? What made you perceive it that way? How (intentionally or unintentionally) did the designer do it?
And finally: what was the designer trying to say?
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© MFA 2009
End of Unit 14