As we enter a new decade, the world is slowly recovering from a financial crisis yet, increasingly, there is a steady flow of rehashed ideas of existing products. People may salivate over the latest incarnation of the iPod/computer/shoe/car, but how many are truly original? Recently I wrote that the Vibram FiveFingers shoes have somewhat broken the mould for footwear in that they do not only look radically different from traditional shoes, they have also changed many peoples' perceptions of running and running shoes. The Sony Walkman and the iPod similarly transformed the way we listen to music. But what about other spheres of design? Is anybody challenging our perceptions of what a chair should be like, a table, light or even computer?
Many designers are producing different versions of each of these products - and more - each with varying degrees of aesthetic success, but how many are truly revolutionary? Design should not simply be about the aesthetics of a product; it is so much more than that. Could the new decade push designers towards a new concept of 'total design'?
Total Design
First of all, I should point out that I am not talking about earlier conceptions (for example 'total architecture') in which the designer takes centre stage and orchestrates everything around him. A possible example of this approach that stands out here in Tokyo is the Asahi Building, for which Philippe Starck designed the whole lot - inside and out. My concept of total design - and I don't claim it it be either revolutionary or earth-shatteringly original - has come about through discussions with designers, architects, writers, artists and consumers. The shift may become increasingly dictated by the consumer.
When times are rosy, people perhaps don't mind paying more for a product that ranks higher from a desirability standpoint than a practical one. But when people start to tighten their belts a little, the scales often tip much more in favour of practicality, value for money and durability. Increasingly, the materials used to produce the product may affect the decision to make a purchase. Designers perhaps need to start stepping back and viewing their products from a consumer's point of view. I have spoken to designers who are over-enamoured with their, frankly, impractical designs and remain bewildered why manufacturers don't want to produce them or why consumers aren't beating down their doors to buy them. Total design, therefore, would - should - involve thinking about every stage of the life of a product.
The first stage would arguably be identifying a market; better still identifying a niche. If you want to design a light, what makes yours different? Who will use it? Why would they choose yours over another? How much will it cost and is it worth it? Would you buy it if another designer produced it? Other considerations could include:
- Deciding on the materials and manufacturing process.
Do you want it to be environmentally friendly? (If so, do you want it overtly so, i.e. as one of the main selling points?) Will it be made from materials that will remain abundant in the future, or is there some reason for choosing rare materials? Can it be produced locally? Is it designed to be mass-produced? Why/why not? Is it easy to dispose of? Would it be easy to repair?
- Who will use it and how will it be used?
Are you aiming it at a particular demographic? Does it appeal to them? Is the product easy/comfortable/nice to use? Do the functions work as they should? Is it practical? Can it be used for a long time?
- Is it desirable?
This ties in with identifying the market, but you also need to promote the product. Will people be interested in it? Will they want to write about it? How will you go about 'selling' it to magazines, websites, manufacturers, retailers, etc?
- Does it have lasting appeal?
Many of the decisions made at other stages will be affected by this. Are you creating a design to take advantage of a current trend or something that should have lasting appeal?
This is far from an exhaustive list, but the process of objectively looking at the total design process from various viewpoints should be central to all products. Many designers already do this and some are synonymous with it. Dieter Rams springs to mind, but maybe the fact that Rams began his career designing products that by their very nature demanded to be user-friendly, durable and practical should be borne in mind. Nevertheless, the fact that Rams has been so successful, innovative and influential is due to his innate understanding of what constitutes good design.
Designers wanting to take a total design approach to their work are advised to look at Rams' own ten principles to good design. I started by mentioning the Vibram FiveFingers and I'll conclude with them to illustrate how the concept of total design might be applied throughout the life-cycle of a product. Vibram not only listens to what the customers say, it actively seeks feedback on its products, creating an environment where feedback - both good and bad -is incorporated into subsequent products. Consumers may not always agree on what is being done, but the fact that their voices are being heard is a powerful tool in developing the product. A major consequence of the financial crisis is a changing consumer market, and the designers who can truly put themselves in their customers' shoes - whatever they look like - will surely reap the benefits.
Richard Knobbs
Brilliant! Thank you!
I'm looking forward to hearing a lot more about this from you.
Posted by: Anthony | 16 January 2010 at 01:01
"Total design, therefore, would - should - involve thinking about every stage of the life of a product."
Are you thereby proposing that the designer should be involved in production, marketing and aftersales?
I don't think that is viable.
Posted by: Stephen | 21 January 2010 at 13:43
Stephen, why isn't that viable? The author suggests that designers think about every stage of the product, not be directly involved in it, but perhaps it would be better if they were.
I hope it takes off.
Richard: will you be doing any presentations or lectures on this?
Posted by: Elena Hardwicke | 25 January 2010 at 16:14
I'm with Elena and the authro here. Designers should be thinking beyond what looks nice or just trying to be different.
Posted by: Rod the Mod | 01 February 2010 at 10:51