6.2: Classic design, Function, and Form

6.2
Classic Design, Function, and Form
Essential idea: For a design to become a classic design, the form can transcend the function

Classic design holds "form follows function" as a fundamental principle, but this is not always evident in practice. Some products are so well designed with function as their primary goal, that their use is intuitive As designers develop new technologies, the lines between form and function of a product continue to blur.

Classic designs are:

• Harmonious
• Well-proportioned in form
• Restrained in style (but not necessarily minimalist in nature or lacking in decoration)

Form vs. Function
The tension between form and function when developing new products based on a classic design

• Not all classic designs are based on form or aesthetics as a main reason for the design or product.
• Form follows function: meaning that the result of design should derive directly from its purpose
• Considers the function/purpose of the product first

New Volkswagen Beetle

For example, the designers of many early examples of mass production motor cars that are now considered 'classics' were more interested in function than form. The Volkswagen (VW) Beetle, designed by Ferdinand Porsche in the 1930s, was aimed at ordinary people with a modest income and Porsche economized on many features considered as standard and necessary today, such as a rear window. 

Original Volkswagen Beetle

Conflict and Compromise
The tension between form and function when developing new products based on classic design

• products that are purely functional may be lacking in appeal to consumers
• has a purely psychological function - developed with form as its primary consideration
• designing solely for aesthetics and decoration (form is celebrated but its function is poor).
• emphasis on style and the form.

Example: Philippe Starck and his unconventional designs that are aesthetically pleasing - but doesn't function very well. Below are examples of his design; a juicer (right) and a kettle (left).

Practical Function vs. Psychological Function
Identify products where either practical function or psychological function has been the determining factor in the design

Practical function
The practical function of an object or space is determined by the rational - the logical or well reasoned approach to its design. Decisions by the designer or user will be determined by the object's usability and reliability.

More of the function than the design

Psychological function

The psychological function of an object or space is determined by the emotional responses. Decisions by the designer or the user will evoke psychological responses - personal identity, the narrative of 'me' and relate to the desirability of the object or space.

Embryo Chair by Marc Newson weighs the aesthetics more than function.

PRACTICAL FUNCTION MEETS PSYCHOLOGICAL FUNCTION

Where rational meets emotional

When practical function forms the designers primary goal, the interaction with the product can be intuitive. Intuitive design will have a number of redeeming features: affordance, expectation, efficiency, responsiveness, forgiveness, exploitability, and emotional security.
Retro-styling
Builds on the classic image but can build on new technology
Retro definition: imitative of a style, fashion, or design from the recent past.

Retro styling uses the form and the decoration of classic designs from a particular period of time and/or style. Retro styling builds on the classic image but can often involve the use of new technology. (Bringing new, updated technology to retro designs)

An example would be the retro styling of Apple's iPod.

Dieter Rams Design

Examples of Classic Designs

• Choose two products that you consider to be classic designs.
• Write a sentence or two why you consider it to be classic - using the 6 headings: image / status / obsolescence / mass production / omnipresence / dominant design
• Include images

Apple Macintosh

The first Apple Mac is an example of a iconic and classical design, because it was the first of its kind and has an omnipresence in the computer technology industry. Many other versions have taken inspiration from this design, and is a dominant design as it is highly practical - there is a mouse, a keyboard, and a screen. Its characteristics make the design highly practical and creates the fundamentals of a computer.

Post-it notes

Post-it notes are another example of classical design -its ability to be a removable yet adhesive piece of writing stationary was the first of its kind to be introduced. It has a simple design quality that can be mass-produced and is used in various types of environments, like schools, offices, and many other places. Its image in itself is also an indicator of classic design - the product carries itself.

4.5: Production Systems

4.5 Production Systems
The development of increasingly sophisticated production systems is transforming the way products are made.

Craft production
Craft-production is a small-scale production process centered on manual skills. This type of production makes a single, unique, product form start to finish. The product is mostly based on the requirements of the customer. 

A Craftsman at work

1. Craft production tends to be labor intensive and often highly skilled labor is required.
2. Is a small scale production process

Mechanized production
Mechanized production is a volume production process involving machines controlled by humans. In other words, machinery is used to carry out some or all of the repetitive tasks in a production process.

1. May involve using jigs and templates to ensure quality control,
2. Using conveyor belts to control the rate of production and to keep components flowing from one process to the next.

Automated production
The term automation refers to a wide variety of systems and processes that operate with little or no human intervention. In most automation systems, control is exercised by the system itself, through control devices that sense changes in conditions.

Automated Assembly

1. A volume production process involving machines controlled by computers.

Assembly line production
Assembly line production is the mass-production of a product via a flow line based on the interchangeability of parts, pre-processing of materials, standardization and work division.

1. Each manufacturing task is divided up into basic stages.
2. Each stage is carried out using specialist labor and equipment
3. A flow line (like a conveyor belt) moves each part from one stage to the next. This controls the rate of production

This makes each individual task repetitive. The benefit to the consumer is cheaper products.

Mass customization
Mass customization is a production process that combines elements of mass production with those of bespoke tailoring. products are adapted to meet a customer's individual needs, so no two items are the same.

For example, Nike ID allows customers to customize their Nike clothing and footwear before buying: 

Customizing shoes on NikeiD

Computer numerical control (CNC)
Refers specifically to the computer control of machines for the purpose of manufacturing complex parts in metal and other materials. Machines are controlled by a program commonly called "G Code". Each code is assigned to a particular operation or process. The code controls X,Y, and Z movements and also sets the speed.

CAD (Computer aided Design) systems are linked to the manufacturing equipment which also controlled by computer, they form an integrated CAD/CAM (Computer-Aided Manufacture) system. 

• consistent accuracy
• elimination of error 
• lowered labor costs

Design for manufacture (DfM): design for materials, design for process, design for assembly, design for disassembly
Designers design specifically for optimum use of existing manufacturing capability. DFM is the process of designing products to improve the ease of manufacture, i.e. more manufacturability.

Design for materials
Design for materials - designing in relation to materials during processing

For example, a green designer would consider the use of recycled materials in the design of the product; they would consider the availability of materials locally and thus can affect the manufacturing process.

Considering different materials to best design

Design for process
Designing to enable the product to be manufactured using a specific manufacturing process for example, injection molding.

Examples of processes

Design for assembly
Design for assembly is designing taking account of assembly at various levels, for example, component to component, components into sub-assemblies and sub-assemblies into complete products.



Design for disassembly
Design for disassembly is designing a product so that when it becomes obsolete it can easily and economically be taken apart, the components reused or repaired, and the materials repurposed or recycled.

9.3: Marketing Mix

9.3
Marketing Mix
Empathy for, and understanding of the target audience is developed through thorough analysis of the market chosen.

Concept:  A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps; Product, Price, Place and Promotion. These four elements are adjusted until the right combination is found that serves the needs of the product's customers, while generating optimum income.

• identified through market research 
• provides the designer with an accurate and appropriate brief of market requirements

Marketing mix—the 4Ps: product, place, price, promotion
The 4P's:

1. Product: standardization of products
2. Place: implications of interest selling for a company in relation to its supply chain and distribution network
3. Price: Cost-plus, demand pricing, competitor-based pricing, product line pricing, psychological pricing
4. Promotion: advertising, publicity, personal selling.

Product: standardization of products
The process of setting generally uniform characteristics for a particular good or service. Product standardization among the goods provided by different businesses operating in technology based industries can be useful for consumers since it permits competition among the various suppliers

• Standardization - different countries can have different standards for products eg. plugs, sockets, and voltage

GOVERNMENT STANDARDS

- Government sets standards for products. For example, in Europe the CE mark on electrical devices is a government regulated standard.

EU standard

COMPONENT STANDARDIZATION
- A part or component is standardized across products, such as USB ports or plugs.

USB Standards

INDUSTRY-WIDE STANDARDS
- certain industries have their own standards, such as the steel industry - they developed a limited range of sectional beams. This is more efficient and inexpensive compared to getting different types and sorts of sectional beams

Sectional beams for buildings

Place: implications of internet selling for a company in relation to its supply chain and distribution network
Where will this product be sold, geographically or physically? Online? Or in a store?

Many companies choose to sell directly to the consumer through the internet, while also selling suppliers and stores. There are advantages and disadvantages to both approaches, and also to using this hybrid model. Students need to consider the implications of internet selling for a company in relation to its supply chain and distribution network.


Strategies of setting price: cost-plus, demand pricing, competitor-based pricing, product line
An extremely important aspect of marketing: a product that has a price well fitted to it will attract consumers to make a purchase while generating profit.

• Penetration

Low price to increase sales and market share

• Competitor/Competition based pricing

Setting prices in comparison with competitors

• Psychological pricing

Consider the psychology of the price eg $199 over $200 (effective with consumer decisions)

• Cost plus
• Product line pricing
• Demand price/ Skimming

Types of Marketing Strategies

Promotion: advertising, publicity, personal selling
Promotion of the product can be achieved by using above and below the line methods to position the product and inform the current, potential or future consumer of its availablity. The aim of promotion is to most economically convert promotional investment and spending into actual sales. 

• Above the line: costly advertising and can be any of the following: newspapers, billboards, magazines, radios, mobile media, paid internet adverts, flyer distribution, direct mail, direct selling and tv advertising (most expensive).
• Below the line: more economical methods, such as public relations, point of sale displays, product packaging, distribution vehicle posters, window advertising, and emails (to name a few).

HELPFUL GUIDE TO THE 4P'S

https://www.cleverism.com/?s=marketing+mix