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?

© 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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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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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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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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What gives a product its character?

Who, what

Contextwhere, when

why

Productdesign

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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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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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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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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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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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Examples of bio-mechanical matching

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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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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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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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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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Warm/Cold - Soft/Hard

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Acoustic pitch and brightness

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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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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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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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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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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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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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Mood boards

A mood board captures aspects of

• Context

• Aesthetics

• Associations

• Perceptions

• Materials

Who? What? Why? Where? When?

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How did they do it? Mood boards, sketches.

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Case study: the compressor

What aesthetics?

What associations?

What perceptions?

What is the designer saying?

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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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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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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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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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End of Unit 14