Escolar Documentos
Profissional Documentos
Cultura Documentos
01
idea
searching
n
a thought or suggestion as to
a possible course of action
v
look for information or an item
of interest
BASICS
PRODUCT DESIGN
01 Idea Searching
David Bramston
An AVA Book
Production by
AVA Book Production Pte. Ltd., Singapore
Tel: +65 6334 8173
Fax: +65 6259 9830
Email: production@avabooks.com.sg
Introduction 6
Development
Sensory issues 104 of an idea 130 Blue sky or reality? 144
Conclusion 166
Glossary 168
Idea Searching has been developed to The identification of set criteria and
explore different pathways for identifying themes is an important aspect in the
ideas and to understand what is being formulation of thoughts and provides
observed and recorded. The process of direction and boundaries, which if not set
searching for ideas often begins with a out, can lead to a situation that is both
basic understanding of what is needed. unmanageable and without purpose. Idea
Too much information can be restrictive Searching has been divided up into
and can also prevent random thoughts several stages and although these have
from being given an opportunity to been presented in a logical order, the
surface. Idea baggage, such as a purpose of generating ideas is always to
preconceived notion, can become a question convention and why something
mental barrier. An open mind enables is done the way it is. It is therefore
thoughts to emerge and develop. possible to refer to different sections of
Searching for ideas is a process that Idea Searching and still formulate a
involves many diverse activities. reasonable approach.
Brainstorming is often regarded as the Idea Searching introduces the subject
initial stage in idea development, but by exploring areas such as why we do
really the process begins much earlier. things and observing target groups,
activities, and the unconscious actions of
others. The need to have empathy with Introduction > How to get the most out of this book
others and not to make assumptions on
directions is explored, along with the
all-important need to have fun with the
design process.
Idea Searching references the
approach strategies of many of the
leaders in the subject of
product/industrial design and the
difficulties that can often be encountered
in the generation of a ‘blue sky’ thought
through to reality.
Introduction
Andrea Branzi
Andrea Branzi has been a
leading architect and designer
since the 1960s and has been
involved in the development of
leading design studios,
journals, movements and design
schools such as the Domus
Academy. He has collaborated
with many of the internationally
recognised design companies
Idea searching
Chapter 1 Chapter 3
Just imagine if it were possible Explore and have fun!
Observations relating to what is actually Encourages investigation and exploration
going on around us and understanding with form, scale, texture and materials,
methods for inspiration. Different aiming to challenge conventional
referencing techniques, the use of thinking. Innovation, experimentation and
scrapbooks, info dumps, notebooks and fun are essential components of idea
journals are addressed. Explores searching and are explored using
questions such as: Why is something different approaches and techniques.
done? Why is it the way it is? Why is it
Chapter 4
needed? What if?
Sensory issues
Chapter 2 Subtle changes in design can have a
Common sense is needed significant impact on the way information
Recognition of empathy in the design is perceived. The impact of the senses
process and applying common sense and the relationship to the design
through practical exploration. Examples process is introduced and considered.
of product narratives and how design can Areas such as product gender, emotion
relate to an individual on a personal level and added values are also explored using
are considered. The importance of examples and case studies.
boundaries, themes, criteria and
Chapter 5
objectives are outlined.
Development of an idea
Examines the importance of the
refinement of an idea and how to achieve
understanding of a product using
different critical tools. ‘Less is more’ is
contrasted with visual noise, and the
views of product designers in the
industry are reflected upon. Introduction > How to get the most out of this book
Chapter 6
Blue sky or reality?
The issue of the design being a valid
proposition is investigated. Areas such as
Left:
Roppongi Hills street furniture product experiences, brands, and
Streetscape street furniture in sustainability are explored using a variety
Tokyo. of visual examples. The aspect of product
Design: logistics is addressed along with the
Andrea Branzi difficulties that still need to be overcome.
Photography:
Tom Stott
How to get the most out of this book
Observations 014_015
and create a visual environment identify relevant areas to a key fundamental ideas.
is an important aspect of the idea theme, the individuals involved
Observations > Thoughts
Referencing 052_053
Introduction > How to get the most out of this book > Just imagine if it were possible
Product purpose
Captions Images
Provide contextual Examples from
information about the contemporary designers
products displayed. and artists bring
principles under
discussion to life.
Idea searching
Just imagine if it were possible 012_013
Left:
Tokyo Day-tripper
Streetscape street furniture in
droog Tokyo.
Gijs Bakker co-founded
droog with Renny Ramakers Design:
in 1993. The design work of Rianne Makkink and Jürgen Bey
droog has challenged
conventional approaches to
design and has resulted in
many innovative products.
Observations
Brainstorming
Top:
Image wall
The collecting of images to inspire
Just imagine if it were possible
in a brainstorming or
visualstorming session should
aim to communicate all related
thoughts using simple terms or
images.
All ideas are important at
this stage.
Observations
Thumbnails
Thumbnail
Just imagine if it were possible
Headsets
Development of headset using
mixed media: photograph and
pen.
Observations > Thoughts
chiaro: light
scuro: dark
The French term grisaille refers
to a method where painting is
executed in monochrome and
is therefore closely associated
to the chiaroscuro approach.
Observations
Top:
Panoramic photomontage
of Tokyo skyline
The sweeping view is obtained by
splicing together a number of
images. The individual shots were
Just imagine if it were possible
Bottom:
Montage
The montage uses fragments of
sourced images to communicate
a theme associated to personal
finance. The composition aims to
communicate the transition from
monetary chaos to an organised
state in personal banking.
018_019
Role play
Role play
Role play was used here to
understand constraints and
opportunities in the administration
of first aid.
Observations > Thoughts
Observations
‘It’s not what you look at that matters, it’s what you see.’
Henry David Thoreau, 1817–1862
Just imagine if it were possible
Modifications
Everyday situations provide an
opportunity to trigger inspiration
and reference ideas. Inspiration
is everywhere.
020_021
Modifications
‘If you are in a shipwreck and all the boats are gone,
a piano top buoyant enough to keep you afloat may come
along and make a fortuitous life preserver. This is not to
say though, that the best way to design a life preserver is
in the form of a piano top.’
R. Buckminster Fuller, Operating Manual for
Spaceship Earth, 1963
The different ways that existing products are used can Plastic bags > Sterile shoes
provide useful insights for further ideas; insights are merely Airbed > Windshield
suggestions and not solutions. Broom > Paintbrush
Plant pot > Spider trap
Skateboard > Furniture trolley
Hair clip > Bookmarker Saw > Instrument Wallet > Photo album
Coat hanger > Car aerial Stockings > Mask Bin > Goal
Tin of paint > Doorstop Rug > Den Large book > Flower press
Stool > Steps Paper > Hat Watering can > Shower
Blanket > Rope Football > Swimming float Cardboard tube > Sword
Tin can > Cup Paintbrush > Duster House brick > Hammer
Glass bottle > Rolling pin Traffic cone > Table leg Hedgerow stile > Chair
Newspaper > Fly swat Bin > Toy storage Car spark plug > Fishing weight
Jam jar > Fish tank Gate > Bench Torch > Club
Box > Home Paper cup > Ashtray Size 10 slippers > Fly swat
Bucket > Net Paper plate > Pizza holder Garden spade > Seat
CD > Decoration Shoebox > Memory case Tennis racket > Sieve
Balloon > Water container Umbrella > Sun shield Fallen tree > Bridge
Frying pan > Baseball bat Car tyres > Crash barriers Folded cardboard > Door wedge
Rock > Mallet Concrete wall > Chair Beer mat > Table stabiliser
Paperback book > Fan Fridge > Noticeboard Pudding Bowl > Scoop
Ladder > Bridge Car key > Scribe Spoons > Musical instrument
School jumper > Goalpost Toothbrush > Shoe cleaner Sticky tape > Clothes brush
Chalk stick > Weapon Pebbles > Paperweights Bottle lid > Measure
Ice cream tub > Bait box Table > Raft Fire > Torch
Bin bag > Anorak Wire fence > Tennis net Scarf > Restraint
Just imagine if it were possible
Broken bottle > Match Milk bottle > Vase Sink > Planter
Size 12 boot > Hammer Old boot > Flowerpot Door > Skate ramp
Magazine stack > Stool Bottle > Candleholder Credit card > Ice scraper
Friend’s back > Desk Hood > Basket Tractor tyres > Mini roundabout
Ribbon > Barrier Shopping bags > Panniers Kerb > Bike stand
Tie > Belt Pallet > Fencing Step > Shoe cleaner
Table > Shelter Tree > Toilet Knife > Screwdriver
Cabinet > Plinth Bicycle handlebars > Bag carriers Log pile > Seating
Mug > Penholder Chimney > Plant pot Handrail > Slide
Open newspaper > Umbrella Milk crate > Seating Pencil > Hole punch
School bag > Pillow Pen > Drumstick
Towel > Rug Car roof > Picnic table
Old jeans > Notebook Drinks can > Football
Window > Message board Folded newspaper > Tray
Paddling pool > Fridge Oil drum > Coffee table
Pram > Trolley Road > Ashtray
Chair > Table leg Toilet roll > Notepad
Suitcase > Seat Socks > Gloves
Handbag > Dance partner Lipstick > Marker pen
Bus stop > Bed Bag > Dog basket
Spade > Paddle Concrete slab > Anchor
Saucer > Key storage Cushion > Crash pad
Glass beaker > Amplifier Bricks > Car jack
Plastic plate > Fan Pillow > Prop
Large tree > Umbrella Stairs > Seating Buckminster Fuller
Chair back > Coat hanger Drinking glass > Magnifier Buckminster Fuller, 1895–1983,
Window > Mirror Ear > Penholder was a designer, futurist and writer
who focused predominantly on
Pen > Cigarette Table > Footrest the issue of how the human race
Coin > Tin opener Violin case > Collection box could endure the potential
Handkerchief > Sun hat Flat cap > Collection pot problems it was facing and secure
existence on earth. As an
Metal tray > Bat Fire extinguisher > Doorstop individual he aimed to
Coat > Filing cabinet Plastic bottle > Buoy demonstrate how it was possible
Paper clip > Key Surfboard > Stretcher to embrace some of the issues
the world needed to engage with
Sandpit > Cup holder Coat > Blanket that were not being confronted
Cap > Ball catcher Balloon > Location marker by the larger organisations. The
Bathtub > Boat publication Operating Manual
for Spaceship Earth (1963)
Bin lid > Shield portrayed earth as a spaceship
Margarine tub > Dog bowl with limited resources that could
Observations > Thoughts
User refinements
User refinements
Just imagine if it were possible
Refinement n. An improvement.
024_025
Primary research
User research
Research
The contents of a pocket can
provide a valuable impression
of a character.
Just imagine if it were possible
026_027
The stories that are evident in the visually and/or verbally and
image are numerous and yet may should be observed and/or
not be fully appreciated by simply listened to carefully.
passing by the street busker. Is
there a direct relationship
between the busker and the
venue? What is the busker’s song,
message or story? It is necessary
to look and listen to understand
context and meaning.
Thoughts
Radiator inspiration
A random collection of selected
items at an architectural reclaim
yard that offer something to the
imagination during the initial
stages of radiator research. None
of the selected items were former
radiators, but all stimulated
interest.
Thoughts
Improvisation
Lunch containers
These self-made lunch containers
convey personality traits.
Thoughts
individual is eating and the context of where frequently and there is a diverse
it is being eaten. Do different styles apply to range of products available for
the consumer.
different occasions? Are alterations made to Why are packed lunches
accommodate something not normally often seen as a stopgap meal,
associated with a lunch container? If given a snack, rather than a real
enjoyable experience? Look at
the opportunity would a user of a lunch the amount of food that is taken
container want to include hot items? in different lunch containers,
and if anything else is included
such as a mat or cutlery.
034_035
Design:
Angela Yoder
Thoughts
Mental baggage
Design:
The original Polyprop chair
(1962–1963) was designed
by Robin Day for Hille
International UK
Referencing
TV > Laptop
A portable television is a possible
analogous product to consider if
thinking about the portability of an
item. In the generation of initial
proposals for a laptop the
television is likely to have certain
attributes that may be worth
recognising. Areas such as
integral handle, balance and scale
may be a few of the issues where
intelligence could be sourced.
TV > Laptop
The portable television is
generally accepted as being a
simple product for a particular
target market. The simplicity,
robust qualities and overall
structure of the television may
provide further inspiration in the
initial stages of proposal for a
product such as a laptop.
Analogous products are tried and
tested and provide a wealth of
information.
Thoughts > Referencing
Referencing
Mood board
2pm?
Adore
Adore
It is not uncommon for individuals
to lavish attention on what often
appear to others to be worthless,
inanimate objects. Love and
affection are given to seemingly
random and obscure objects, but
there is often a significant
sentimental or personal reason
Thoughts > Referencing
Journals
Experiences
Product purpose
headstand grp*
Understanding the purpose of a
product is a fundamental aspect
in achieving a successful design.
Just imagine if it were possible
Design:
qed* – Michael Neubauer and
Matthias Wieser
052_053
Aphrodite
The Aphrodite drawer system
manages to defy expectation,
questions user experiences and
captivates the observer by its
unquestionable elegance, grace
and physical beauty.
Thoughts > Referencing
Design:
Tadao Hoshino –
Edition Ligne Roset
Photography:
Shuya Sato
Idea searching
Common sense is needed 054_055
Just imagine if it were possible > Common sense is needed > Explore and have fun!
has been captured and recorded.
understanding of a logical approach
provides a platform to challenge
convention and enables judgements to
be confronted. Common sense is needed,
but it is also a boundary that should
probably be bypassed in preference for a
sense of adventure during the initial
stages of the unknown.
The initial stages of searching for
ideas should exhibit more freedom than
the latter stages, where they become
refined and considered.
Goggles
The use of scratched or dusty
goggles or glasses can give
the sensation of poor vision and
is useful in developing an
empathy with a target audience
that may have restricted eyesight.
Many other empathetic
situations can be obtained
through an innovative use
of props.
Common sense is needed
058_059
Restrictive props
The removal of a sense can
be emulated using ear
defenders to mask out external
noises. A user’s perception
of the environment changes
Empathy > Profiles
Target mapping
Demographics
Demographics are the statistical
information that relate to a
Common sense is needed
population or a subsection
within a community and includes Target n. A person, object, or
income, age, gender and place selected as the aim of an
ethnicity. Understanding the attack.
demographics of a population Mapping (map something out) v.
provides a valuable insight when Plan a route or course of action in
appraising or identifying an idea. detail.
064_065
‘25’ chair
Forum to assess the potential of
the ‘25’ chair designed using
aluminium foam.
Empathy > Profiles > Themes
How to
Selecting a theme that has
an association to a product
being designed is beneficial in
steering the thought generation
process. Using standard idea
generation techniques, such as
Common sense is needed
Photography:
Michael Himpel
068_069
Funghi
The porcelain lamps are alluring,
graceful and functional.
Design:
Jaime Hayón, for Metalarte
Photography:
Mauricio Salinas
Design:
© Eric Morel
Character
Adoption
Design:
Carl Clerkin
Photography:
Justin Pipergen
070_071
Design:
Carl Clerkin
Photography:
Philip Sayer
Design:
Jodie Spindley and Dave
Bramston for SaloneSatellite 07
The Museman
The Museman remains an
influential piece of industrial
design thinking.
Design:
Jörg Ratzlaff for frog design, 1984
Photography:
V Goico
Themes > Character
Character
Common sense is needed > Explore and have fun! > Sensory issues
collection, embraces an elegant and curiosity should provide sufficient
theatrical culture with
sophistication and functionality. diversity to explore and engage in
The design explores a virgin territory.
harmonious array of visual When an activity is informative and
languages and retains the need to
have fun. responsive it captures the imagination
and progress can be made. A ‘why not’
Design: and ‘do what others don’t’ attitude
Jaime Hayón for ArtQuitect
presents enjoyable and rewarding
experiences that usually culminate in a
deviation from the anticipated – a place
where ideas can flourish.
Materials
Design:
Gijs Bakker for droog
Design:
Carolien Vlieger
and Hein van Dam
Design:
Maria Kirk Mikkelsen, 2004
Materials > Fun
Fun
Enjoy
Tide Chandelier
The intriguing, curious and
seemingly random translucent,
clear and transparent plastic
components of the ‘Tide
Chandelier (2004)’, deposited
by the sea on the beeches of
Dungeness, includes broken or
distressed everyday artefacts
such as combs and spectacles.
The previously rejected items
cast aside by the sea have been
collected and carefully composed
into the spectacular chandelier,
their collective presence and
unsuspecting relationships
Materials > Fun > Communication
Design:
Stuart Haygarth
Fun
Innovation
Wall lamp
The innovative approach to
lighting challenges convention but
retains an acceptable visual
language.
Explore and have fun!
Design:
S.M.og Milano. Exhibited at
Innovative adj. Featuring new SaloneSatellite 07, Milan
methods or original ideas.
084_085
Design
S.M.og Milano. Exhibited at
SaloneSatellite 07, Milan
S.M.og Milano
S.M.og Milano was founded by
Silvio Betterelli and Martina
Grasselli and developed as
an ‘ideas factory’. S.M.og Milano
successfully combines
experiences from fashion and
art and design disciplines to
generate innovative, informed
and absorbing designs.
Communication
Blowtorch
Explore and have fun!
How to
Fun > Communication > Product language
Scale
Design:
frog design
frog design
frog design is a ‘strategic-creative
consultancy’ with offices
Explore and have fun!
Top: Bottom:
The Asahi building Changing scales
The form of the Asahi building and Details of buildings taken out
the distinctive ‘flame’ challenged of context can prompt ideas at
conventional approaches to different scales.
scale.
Design:
Philippe Starck, 1989
Communication
Bird’s House
The inspiration for the designer
was a combination of nature and
dreams; the dreaming of new
sounds was initiated during
exposure to a noisy and chaotic
environment.
Design:
Simone Simonelli at Industreal ®
– All rights reserved
Photography:
Ilvio Gallo
www.industreal.it
Explore and have fun!
090_091
The Phonofone
The small, but beautifully
proportioned Phonophone
speaker echoes the form of a
gramophone.
Fun > Communication > Product language
Design:
Tristan Zimmermann
Communication
Design:
Dale Chihuly (Artist)
www.chihuly.com
Photography:
Terry Rishel
Explore and have fun!
092_093
Design:
Dale Chihuly (Artist)
www.chihuly.com
Photography:
Terry Rishel
Design:
Dale Chihuly (Artist)
www.chihuly.com
Photography:
Russell Johnson
Explore and have fun!
094_095
Design:
Dale Chihuly (Artist)
www.chihuly.com
Photography:
Fun > Communication > Product language
Russell Johnson
Product language
Design:
Dieter Rams for Braun, 1959
Explore and have fun!
Design: Design:
Martino Gamper, 19 July 2006 Martino Gamper, 19 July 2006
Design:
Martino Gamper, 24 July 2006
Communication > Product language
Product language
Design: Design:
Martino Gamper, 3 March 2005 Martino Gamper, 25 July 2006
Explore and have fun!
Design: Design:
Martino Gamper, 27 July 2006 Martino Gamper, 2 August 2006
Barbapapa
100 chairs in 100 days
Design:
Martino Gamper, 24 July 2006
Communication > Product language
Product language
Design: Design:
Martino Gamper, 13 August 2006 Martino Gamper, 18 August 2006
Tubolare
100 chairs in 100 days
Design:
Martino Gamper, 10 September
2007
Explore and have fun!
102_103
Design: Design:
Martino Gamper, 3 September Martino Gamper, 9 September
2006 2006
Feel seating system
The Feel seating system has an
emotional attraction.
Design:
Sarit Attias and Amit Axelrod,
for Animi Causa
Idea searching
Sensory issues 104_105
Explore and have fun! > Sensory issues > Development of an idea
therefore something might only be of circumstances, the situation is perhaps
interest in a particular setting or moment more instinctive and visceral and such
in time, or presented in a certain light. occasions should not be overlooked.
The aim is to translate what is being The spirit and soul of an idea is perhaps
observed or understood through the a combination of sensory and instinctive
different senses into a tangible product – awareness and it is not uncommon
a product that might be able to retell or for products to adopt life characteristics
communicate the experience. in their make-up.
It is often difficult to reinterpret an
emotion or a primary response due
to a context being misconstrued or
misunderstood; however, a product
that can communicate effectively and
stimulate the senses positively is
usually desired.
DNA
Design:
Marc Newson for Ford Motor
Company.
www.marc-newson.com
Photography:
Tom Vack, 1999
Sensory issues
108_109
Serene mobile
The Serene mobile phone,
designed by Chief Designer David
Lewis, was created and launched
by Bang & Olufsen in cooperation
with Samsung in 2005.
Design:
David Lewis
Beo Center 6
The Beo Center 6, also designed
by David Lewis for Bang &
Olufsen, was launched in 2006.
Attention to detail, finish and
aesthetics create a tribal
language of quality and
sophistication that is evident
within the Bang & Olufsen range.
Design:
DNA > Added values
David Lewis
DNA
Intense smells
The intense smell of a material
in certain surroundings or under
particular conditions can trigger
emotional and physical
responses, which may or may
not be beneficial.
While sitting in a train
carriage, it is almost possible to
smell the history of the materials.
Careful consideration should be
given to the selection of materials
if they are to be subjected to a
diverse range of stimuli.
Sensory issues
112_113
Sounds everywhere
Sounds are everywhere and
have an important role to play
in design. It is difficult to get
away from audible triggers as
they can intrude and confront
with surprise.
DNA > Added values
Added values
Something else
Design:
Finn Kaerulff Clausen
for Contact Design
Left:
Cake plate
DNA > Added values > Conflicts
Design:
Lunar design
Photography:
Vanessa Jespersen-Wheat
Added values
Stamp cups
Stamp cups, designed by Valeria
Miglioli and Barnaby Barford for
thorsten van elten, 2004,
transform unsightly tea/coffee
stains into something beautiful.
Sensory issues
Design:
Valeria Miglioli and
Barnaby Barford for thorsten
van elten, 2004
116_117
Little Joseph
DNA > Added values > Conflicts
Design:
Maxim Velcovsky qubus
design studio
Conflicts
Design:
Maria Kirk Mikkelsen
Sensory issues
118_119
Spiral lights
The repeated forms are used to
formulate the captivating
chandelier.
Design:
Verner Panton, 1969
Conflicts
Design:
Dave Bramston
and Neil Housego
Sensory issues
122_123
Top:
Fat Convertible, 2005
Bottom:
Fat Car, 2001
The works confront ‘normal’
perceptions using
over-exaggerated forms.
Design:
Sensory issues
Erwin Wurm
124_125
Design:
Mehmet Erkök
Sensory issues
126_127
Cellphones
The cellphones of Mehmet Erkök
explore rechargeable cells,
operational qualities and usability
through the use of visible
batteries, an ability to ‘dress’ the
phone for specific requirements
and an acknowledgement of what
Erkök describes as ‘stereotypical
learning’. The phones have
distinctive personalities that
demand attention and respect.
Design:
Mehmet Erkök
Emotional response
La femme et la maison.
Ordinary life disturbed
The Maid chair, presented by Nika
Zupanc at SaloneSatellite 07,
explores emotional ergonomics
and questions function. The
emotive aesthetic engages desire
and sensual expression
stimulating imagination and
association. The physical activity
of sitting is challenged by the
emotional experience.
Design:
Nika Zupanc
Vase Space
The Vase Space is inspired by
American Federal furniture
and machined utilising multi-axis
CNC technology in
Development of an idea
Design:
Paul Loebach
134_135
Table = Chest
The Table = Chest design
is beautifully simplistic and
captivating. Designed for
Röthlisberger, Switzerland,
the transformation from table
to chest is as elegant as the
individual pieces.
Design:
Design: Shin + Tomoko
Azumi 1995.
Photography:
Thomas Dobbie
Secondary research
Secondary research is an
investigation of already published
findings.
Development of an idea
136_137
How to
As secondary research involves Ability to change > Idea development > Visual noise
looking at previously published
work, it can be difficult to absorb
a diverse range of information on
demand, effectively and
efficiently. Although facilities
within libraries and research
centres exist to aid the execution
of secondary research, a good
starting point is to be constantly
absorbing information by reading
journals, reviews, publications
and other sources of information
on an ongoing basis. It is
perhaps unlikely that random
reading will specifically relate to
a particular problem, but it will
provide a valuable platform and
background knowledge that
will facilitate cross-referencing
when required.
Idea development
Starting points
Napkinsketchbook
The Napkinsketchbook is a
simple and creative idea that
has been conceived through
observation and need.
Design:
Fridolin T. Beisert
Development of an idea
Photography:
Julia Kopelson
138_139
Tune ’n Radio
The radio prototypes are
part of the Little Things,
Raging Thoughts collection.
www. woutergeense.nl
Design:
Wouter Geense Design
Studio, 2005
Idea development
Design development
‘Less is more.’
Statement attributed to Ludwig Mies Van Der Rohe.
Confusing
Visual noise
Numerous instructions,
information and characters
can have a negative effect
on a product rather than
Development of an idea
Visual overload
A myriad of messages instigates
confusion and uncertainty. Busy
languages of products are often
functionally detrimental becoming
ornamental rather than useful.
Geek Squad
The Geek Squad, formed in
the USA in 1994, has managed
to remove the frustration and
anguish associated with
problems with computers
through an innovative approach
synonymous to an FBI agent.
The Geek Squad agents that are
dispatched to solve consumer
difficulties have the appearance
of a special agent and the
computer know-how of a geek.
The combination manages to
convert perceived obstacles into
Blue sky or reality?
Brand experience
Muji CD player
Muji is synonymous with purity
and efficiency. The no-logo
brand represents simplicity in
all areas, including packaging,
production and presentation,
which enhances both quality
Experiences > Responsibility
and experience.
Design:
Naoto Fukasawa
Responsibility
Sustainability
Lather lamp
The design uses liquid soap
bottles, steel rod and cast
concrete. The honesty of
the design has an appeal
and elegance that many fail
to capture.
Blue sky or reality?
Design:
Stuart Walker
150_151
Wire lamp
The beautifully simplistic light
uses mild steel rod, cast concrete
and off-the-shelf electrical parts.
The design is something that can
easily be maintained and repaired
by the user.
Design:
Stuart Walker
Design:
Enzo Mari, 1995
Alessi S.p.a., Crusinallo, Italy
Projects
Project 1: Project 2:
Fit in the box Improvisation
Identify the essential items that are Select an innocuous item and consider
required for a short vacation and then the different ways that it could be utilised
pack as many items as possible into a box as a particular product.
that is no larger than a 500g margarine For example:
container. Items should not be repackaged
A marker pen could be considered
or adjusted to fit into the container and
as a phone.
so you will need to think carefully as to
what is absolutely necessary. In situations The lid of the marker phone could
where desired items can’t be used, be a detachable speaker.
innovation and improvisation will be The marker phone could be held
needed to identify something that will do in front of the mouth.
the job instead. The marker phone could be used
It should be possible to place more to write text messages.
than 50 items in the container, but no items
The lid of the marker phone could
can be repeated. Avoid items that you
be turned back and forth to dial.
would probably find in a hotel room. When
all the items have been collected the lid The cylindrical form of the marker
for the container must be firmly replaced. may contain a battery.
Having achieved the initial 50 items Either end of the marker phone might
remove 25 items, keeping only the be a speaker.
essential things left in the container. The marker phone can easily fit in
a shirt pocket.
The marker phone could be held
like a microphone to speak.
Blue sky or reality?
154_155
Project 3: Project 4:
Curious actions The mall
Project 5: Project 6:
The journey Number 11
Taking a journey in a taxi, on the Identifying a problem and conducting
underground or on a bus can provide a brainstorming session releases
an insight into the difficulties that interesting and exciting ideas; however,
commuters encounter on a daily basis. the initial ideas, which can sometimes
Problems with luggage, communication, prove to be the most rewarding, are too
comfort and close proximity to other often the most obvious. It is not until
travellers can influence perceptions of there is a struggle to set an idea free
an experience. Record a journey using a that really interesting possibilities
camera to highlight issues that may need to begin to appear and there is a pull on
be addressed. The journey should be mental resources.
conducted several times and at different A brainstorming session to identify
points of the day to appreciate the the different ways that people remember
bigger picture. things might initially include suggestions
such as writing notes on their hand,
putting a knot in a handkerchief or
perhaps turning their watch upside
down. Exploring this line of investigation
further will lead to ideas that instantly
excite and enthuse. Consider further
the different ways that individuals use to
remember things and select the 11th
suggestion for development.
Blue sky or reality?
156_157
Project 7: Project 8:
Orange 100 Hybrids and scale
Use found swatches to identify 100 different Find different images of a family of
tones of orange. products and photocopy them at different
scales to produce paper-based reference
materials. Using the images, cut out key
components and place them next to
interesting features from other products.
The manipulation and apparent merging
of the different images can be captured
effectively using the black-and-white
copier again. The images produced will
appear unusual and somewhat disjointed,
but working on the copies in
black-and-white media will allow the
disfiguration to become less noticeable
and potential pointers for ideas to be
evaluated. Using this simple approach,
produce a range of cameras that
incorporate aspects taken from other
analogous products.
Think of a song and now sing it out loud. Isolation in the design process may
It is almost impossible to do except be needed to think for a short time, but
for a few lines or maybe some of the chorus. questions should be looked at in unison
When there is accompanying music it is a rather than a single individual looking
little bit easier, but listen to the enthusiastic to go it alone. Almost without exception
sounds emanating from an audience at the design process is a team effort
a concert and you will soon realise that even if there is a recognised maestro
even with professional acoustic support steering the process.
it can take a long time to actually hear an The research work for Idea Searching
accurate rendition. did not start when the publication was
The analogy is much the same during conceived, as this was only an identification
the design process in the sense that it is of a collection of experiences to be drawn
often possible to see things in the mind, together. Unknowingly, the research began
but quite a different thing to try and decades before on multiple levels and by
effectively communicate it. There is a need many individuals.
to be surrounded by visual stimulation, ‘Always look and listen, and do it again.’
images that can assist and prompt thinking
even if they are not directly related.
To be creative without any visual input to
stimulate is not impossible, but almost
certainly more difficult. The hoarding of
objects to rouse and encourage thinking
Blue sky or reality? > Conclusion > Glossary
Inherent
important to understand a person’s feelings
Something that is an integral attribute from
and the context that has developed their
within or part of the make-up.
particular outlook.
Logistics
Facsimile
The comprehensive organisation of a
An identical copy of something.
complicated task to ensure that everything
is addressed effectively and efficiently.
Understanding the logistics and the manner
in which things should be conducted is
productive and economical.
Glossary
Splicing Thumbnail
The joining together of two or more A simplistic, efficient outline of an idea
parts to form a whole. The splicing in a sketch form.
of images is frequently executed in
Triggers
activities such as montage.
Artefacts, images, terminology or
Stereotype something that appeals to the senses,
A perception of somebody fitting a which can prompt an idea or thought.
particular group or criteria that is often
Visceral
shown to be an incorrect understanding
Connecting with profound emotions
when further investigations are made.
and feeling rather than reason, judgement
Subjective or comprehension.
Refers to an opinion, often without any
Visual noise
logical rationale, that is based on personal
Visual confusion of messages
understanding, belief or taste.
or understanding of something due
Swatches to an overload of information or
A small sample of something, often physical details.
fabric or paper, which can be collected
Visualstorming
and tested or assessed prior to any
An idea development process similar
further commitment.
to brainstorming, but utilising simplistic
Tags visual imagery to communicate a thought
Identifiers, labels or signatures that can or association.
be personal or generic. An individual may
Zoomorphic
tag an item to be different or may use
Term used to describe something that
a tag to be identified with a certain group.
has a form, which resembles an animal
Tangible characteristic in a particular way.
A physically existing item as apposed
to an imaginary item or thought.
Target mapping
The identification of a particular audience
Conclusion > Glossary > Further resources
Smith, P.
You Can Find Inspiration in Everything Journals
Violette Editions (2001) Product Design WORLD
Sozzani, F. Abitare
Kartell Egg
Skira Editore Milan (2003) MODO
Sweet, F. ID
Frog: Form Follows Emotion Metropolis magazine
Thames & Hudson Ltd (1999) Kult
FRUiTS
Thompson, D. DEdiCate
On Growth and Form frieze
Cambridge University Press (1961) dwell
Various icon
And Fork: 100 Designers, 10 Curators, MONUMENT
10 Good Designs INNOVATION
Phaidon Press Ltd (2007) vanidad
Walker, S. domus
Sustainable by Design – Explorations wallpaper
in Theory & Practice TWILL
Earthscan Ltd (2006) mix
newdesign
Design Week
AZURE
surface
FRAME
b0x
MARK
Design
intramuros
T3
Stuff
Blueprint
Artform
Lowdown
W magazine
Page 42
Tim Harrison
Contacts and credits 174_175
Thank you to all the designers, artists, Thank you to Sarah Jameson for the
photographers and researchers who continued efforts in ensuring that requested
have supported this project and provided images were located and included and
exciting images and statements. The also thank you to Malcolm Southward for
information has been sourced from all the book design.
over the world and has involved young Finally it is important to recognise
designers along with influential leaders and thank the staff at AVA publishing and
within their respective disciplines. in particular Caroline Walmsley, Lucy Tipton
The involvement of all of these individuals and Brian Morris who identified the project
is really appreciated. and provided the opportunity, the necessary
Many thanks to the Product Design support and drive for the book.
staff and students at the University of
Lincoln (UK) who have helped tremendously
with the project. The understanding
and willingness to get involved is also very
much appreciated and respected.
Idea searching
BASICS
product design
Featured topics 01 The Basics Product Design
visualstorming series investigates different
brainstorming
scenarios methods for generating and
montage developing ideas. Basics Product
role play Design: Idea Searching involves
modifications
user refinements examples and practices from
user research around the world and includes
inspiration internationally recognised
subtlety
improvisation designers, artists and researchers.
mental baggage
analogous referencing Basics Product Design:
target mapping Idea Searching explores how
alternative thinking different experiences, contexts,
product language
character references and the practices of
literal and lateral thinking other disciplines are important in
profiles identifying an idea that is
themes
assumptions appropriate for a particular
tribal language individual, target audience or
photo diary culture.
product purpose
info dumps Basics Product Design: Idea
added values
sustainability Searching looks at the importance
ceremony of understanding modifications to
experiences products, personalisation and the
common sense
empathy relevance of the individual
aesthetics experience.
brand experience
product gender Other titles in the Basics Product
cultural influences Design series include: Material
historical influences
innovation Thoughts, Drawing, Visual
experimentation Conversations, and Trend Seeking.
empathy
visual noise
primary research
secondary research
play and fun