APRIL 2, 2014
HOW TO ANALYZE DESIGN CONTEMPORARY CONTEXTUAL STUDIES MARYAM Q. | H00138579 HERIOT WATT UNIVERSITY, DUBAII Year 2 Interior Design
HOW TO ANALYZE DESIGN
Content
Table of Contents Introduction ................................................................................................................................................................................................................... 2 Background .................................................................................................................................................................................................................... 3 1.1 Dieter Rams .......................................................................................................................................................................................................... 3 1.2 Johnathan Ive ....................................................................................................................................................................................................... 4 Strong and weak design ................................................................................................................................................................................................ 5 2.1 Mini Cooper.......................................................................................................................................................................................................... 5 2.2 Coca – Cola ........................................................................................................................................................................................................... 5 2.3 XXL Chair .............................................................................................................................................................................................................. 6 2.4 Interlock Coffee Table .......................................................................................................................................................................................... 6 2.5 Steam Punk Clock ................................................................................................................................................................................................. 7 Case study ...................................................................................................................................................................................................................... 8 3.1 Background .......................................................................................................................................................................................................... 8 3.2 Inspiration ........................................................................................................................................................................................................... 8 3.3 Specialization ....................................................................................................................................................................................................... 8 3.4 Style of Work ........................................................................................................................................................................................................ 9 3.5 Material Specification .......................................................................................................................................................................................... 9 3.6 Client Brief ............................................................................................................................................................................................................ 9 3.7 Past Work ............................................................................................................................................................................................................. 9 3.8 Good Design ........................................................................................................................................................................................................ 9 3.9 Success ............................................................................................................................................................................................................... 10 Redevelopment of past project .................................................................................................................................................................................. 11 4.1 Brief .................................................................................................................................................................................................................... 11 4.2 Concept and Design process ............................................................................................................................................................................. 11 4.3 Comments .......................................................................................................................................................................................................... 11 4.4 Revised Development ........................................................................................................................................................................................ 12 MARYAM Q. | H00138579
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Conclusion ................................................................................................................................................................................................................... 14 Bibliography................................................................................................................................................................................................................. 15 Illustrations .................................................................................................................................................................................................................. 16
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Introduction: The aims of this report is to shed light on the understandings, methods, approaches and strategies with respect to design. Designers these days come up with a variety of new products which would benefit the growing economy in one way or the other. Some of them receive positive critique whereas some do not make it through. This report provides a further understanding of the reasons as to why a design succeeds or fails. Analyzing how design is to be grasped is the core of this report. Many steps have been undertaken in terms of research, observations and case studies in order to come to a valid conclusion. There are mainly two methods undertaken with regard to research on analyzing design and they are as follows: •
Primary research The following methodology is primary to the findings of this report, entailing a direct interview with an established interior designer. The interviewee was carefully questioned about their views pertaining to topics such as; ‘What would a good design necessitate?’ Opinions on bad designing were also questioned and noted down after which the conclusion was drawn.
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Secondary research Secondary research involved the compilation of an an in-depth analysis. Books, journals, articles and mainly the internet sources were used in order to generate an understanding of the topic. Examples of bad designing along with analytical reasoning on why they have been categorized under the specific topics has also been mentioned. The major qualities which were highlighted were based on their innovativeness, aesthetic appeal, functionality, pricing etc. Famous theories by well-known product designers such as Dieter Rams and Johnathan Ive are stated below. These would help up in understanding on how they have achieved their path of success.
Lastly, designers have to have the ability to understand the strengths and weak aspects of their design, only then can a designer fairly critique other designs and provide constructive feedback. Therefore, one of my own undertaken projects within ‘Interior Design Studio’ will be taken as an example to be weighed on their pros and cons.
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1. Background What is a strong design? A strong design is the outcome of intensive research based on the need of the consumer, and it is oriented towards their satisfaction. A strong design is functional, it is innovative, simple and aesthetically appealing. Whereas a weak design is the opposite of the above, it is the evaluation of what is already existing in the market. It lacks the necessary research, and is a result of ignoring the essential consumer feedback. There are many theories by famous successful designers explaining the required goals that a designer should aim to achieve.
1.1 Dieter Rams An Industrial designer with German descent Dieter Rams is associated with BRAUN, a famous brand that specialises in electronic gadgets. He has majored in Architecture and Interior Design and is also experienced in Carpentry. After having worked for Otto Apel, an architect based in Frankfurt he started working for BRAUN. Ram’s approaches and methodologies focus on sustainability, as a result this led to him forming his principles of design which are as follows:
Figure 1. Dieter Rams • • • • • • •
Innovation: the key to a successful design is innovation. A designer creates a product which already exists except he adds on to it extra features which would make it unique and stand out in the market, this in turn is termed as innovation. Functionality: which involves making the product stick to the original function it has been intended for, along with emphasis and highlighting its usefulness. Aesthetics: the product should appeal to the customers along with its included features. Operable: the product should be easily operable rather than having complicated functions which in turn would make it hard for the end user to comprehend. Simplicity and Functionality of the product is important. Thoroughness of the product is appreciated by the end users. Last but not the least, it should be environmentally friendly. MARYAM Q. | H00138579
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1.2 Johnathan Ive Johnathan Ive is a famous product designer for the biggest technology giant ‘Apple’, and is said to be the key innovator who has contributed to bring success to the company within its first 40 years. He is also said to have been an “Obsessive problem solver to the perfectionist Steve Jobs”. Some of his principles to design are as follows:
Figure 2. Johnathan Ive •
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Having a thirst for knowledge and understanding: One of Ive’s strategies to his strong designs is the need to perform intensive research, and going to extra lengths in order to gain knowledge. Being concise especially in the area of detailing and materials, Ive is known for going to extreme lengths. For instance, he is said to have made a trip to meet a leading craftsmen of samurai swords in order to gain better understanding of metals. Keep the focus: According to Ive being focused and giving complete concentration, time and effort in designing and refining the element is essential in order to gain creativity and innovation. Obsess about the details: Though this can be time consuming, Johnathan Ive is precise about details when it comes to product designing. As Apple products are all about impression, in order to achieve that, time and effort is put into perfecting every glitch and overcoming problems and ultimately coming up with an end product which captivates the hearts of the consumer. Look to be wrong: According to Johnathan Ive ‘it is exciting to be wrong’ which can be interpreted as there is always a fear of the product not being accepted and failures merely being stepping stones in the long run to success. So in order to be on the top one must have had to have fallen at least once. Iterate and Reduce: This interprets the saying “less is more”; a product needn’t be cluttered in order to be accepted or have many features. The main idea is to come up with something simple yet acceptable and it having its focus on the usability and application. Be better, not different: The main idea here is to make the product stand out from the crowd which is also one of Apple’s main principles. The driving force to achieve this according to Ive is to genuinely be wanting to put in the effort and the time. Work and win as a team: Having a good rapport with the team and being open to interaction, communication and suggestions is a major contributor to successful team work. Embrace technology: Ive is known to invest in state of the art technology in order to help smoothen his work process. This helps in gaining knowledge and understanding on what is available in the market. MARYAM Q. | H00138579
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Keep faith: according to Johnathan Ive, in order to achieve a certain goal one should be willing to take the pressure of being at the top, as well as the competition. Being under the influence of Steve Jobs, it was a must to work under pressure and this also resulted in gaining immense experience.
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2. Strong and Weak Designs There are many examples of strong and weak designs which can be looked at in order to better our understanding of the topic.
2.1 Mini Cooper
Mini Cooper is an iconic brand which inspired a good age group of car designers. It was a product of intensive research. The essential idea was to come up with an effective substitute for cars which would run on less fuel. This was to counter the problem of fuel restrictions faced during the 1950’s. The result was a car which not only gained brand recognition but also created tough competition for the automotive designers of that era including the thriving Mini Volkswagen Beetle.
Figure 3. Mini Cooper Keeping in mind the ‘Principles of effective design’ mentioned above. The Mini Cooper effectively follows the principles of innovation with regards to coming up with an effective solution to the existing car models of those times. It also follows the principle of functionality implying that the product was made to stick solely to its intended function, highlighting its usefulness. It most definitely also conveys its operability, simplicity, thoroughness and aesthetics.
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2.2 Coca – Cola Another example of an iconic and strong design can be that of the famous brand CocaCola. The contour of the bottle is considered to be a masterpiece of its time and even today. The invention of this famous masterpiece dates back to the 1915 when the company was in search of a bottle so distinct that people would be able to differentiate and instantly recognize the bottle even during the dark. The challenge was taken up by designer Earl R. Dean and came up with a design which was inspired by an image of coca pod giving the end product the ribbed shape we see today. The design makes prominent the use of research in coming up with a product which is operable, is simple and appealing aesthetically further.
Figure 4. Coca - Cola It also shows that the priority given to the appearance of the bottle makes it easy to have a firm and comfortable grip on it while drinking. And lastly the contour of the bottle further verifies Ive’s principles on ‘Iterate and reduce’ giving it the simplistic look.
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2.3 XXL chair The ‘XXL’ chair designed by Janneke Hooymans and Frank Tjepkema has been illustrated in Figure 5. The product design was inspired by the term ‘Over-sized’. This chair can be considered unfit for operable use as the product lacks in many areas of practicality. The functionality of the chair is limited as a person cannot comfortably be seated. It lacks in the area of standard dimensioning as a person can slouch and ultimately fall off the chair due to improper size. The unrealistic look of the product makes it less appealing in the eye of the consumers. As a result it can be concluded that incorrect research and absence of proper feedback leads to the development of products which do not last long in comparison to their popular and functional counterparts
Figure 5. XXL Chair
2.4 Interlock coffee table
Figure 6. Interlock Coffee Table MARYAM Q. | H00138579
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The legs of the table is made of wood whereas, the table top is made of acrylic. At the point of connection i.e. the part of the table which connects to the acrylic table top, a heave is formed giving off a ripple effect at the central surface of the table top. This has been illustrated in Figure 6. The reasons why this would be ineffective for a table design is majorly because it hinders the whole purpose of a table. For instance not many objects can be placed on the table top, due to the heaves obstructing its intended use. The product lacks in operability as it is functional only to a limited extent. Thereby categorizing it as a ‘Weak design’.
2.5 Steam punk clock A wall clock designed by Eric Frietas intended to tell time by the means of shadows, similar to the effect of a sun dial. The intricate design gives the clock an antique look. The design can also be considered as a complex one. One major flaw is that as it is intended to tell time by the means of shadows, one would not be able to use it in the dark. The complexity of the design also makes it rather difficult for the user to comprehend which aspect of the clock itself can be considered as the hour hand or the minute hand. Thereby making the product lack in areas of functionality, thoroughness, and operability.
The following can be taken as an example of both strong and weak design. With the above observations and findings we can say that there are many reasons which can result in weak designing. Therefore by focusing on listening to customer feedback and thereby.. what they need, plays an integral role in achieving a good design which would sell and be profitable. Because in the end it’s the good design which is a silent seller.
Figure 7. Steam Punk Clock Accordingly the learning outcomes with the following comparisons is that every ‘strong design’ has a strong link to it. It shows that careful thought has been given to each detailing revealed. For instance when you come across a Coca-Cola bottle at the convenience store your main thought would be to just to consume that which is inside the bottle.
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Whereas taking a moment to observe and analyze the bottle, one can find out there is always a process and a story involved which gives the design its purpose we see today, and mainly we as the end user often fail to observe this detailing.
3. Case study Design critique can vary from person to person based on their classification of strong or weak. The following section of the report will illustrate a case study which involves interviewing an experienced designer and understanding their perspective on design. The interviewee in this case is an experienced interior designer; Nadine Watson, who has worked in the industry for 25 years. Nadine works for the Woods Bagot Architectural Consultants which is an internationally acclaimed firm specializing in commercial and hospitality interiors and holds a ranking of being the 7th in the world for the fastest growing global architectural firms. Nadine has worked on many famous projects including the Kempenski chain of hotels. In the year 2011 she was named the designer of the year for her firm.
Figure 8: Nadine Watson
3.1 Background Nadine is a workaholic by nature, a single mom and has been in the industry for 25 years. She started off at the bottom as a window dresser , paving her path into interior design industry. Her area of expertise back then, included store design. She has designed quite a few casinos and worked her way into hotels. She is currently working as an associate at the Woods Bagot Architectural consultancy.
3.2 Inspiration Nadine is someone who holds a sense of pride in what she does and therefore she hates walking into interiors that lack proper thought process put into them, are tacky, dull, have incorrect color schemes and do not make sense. This inspires her to do beautiful interiors, sort things out and show people how it is done. Another one of her motivations would be the status that comes with doing remarkably gorgeous interiors.
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“I think also it’s the prestige that comes with it. When you do nice projects, they get awarded and you get recognition for it. And people tell you ‘Whoa that’s stunning’ and as a result the next project would be even better, so that’s my inspiration.” – Nadine Watson
3.3 Specialization Nadine’s key specialization is Hospitality. As a designer she has done retail design and office design, but excels in Hospitality. When questioned as to why she prefers Hospitality Nadine replied saying it was the detailing that draws her to it. She is keen on detailing. With her background of designing malls and stores, she used to make frequent visits to the factories where she used to witness firsthand the manufacturing processes as well as the joinery works which led to her taking an interest in detailing. “So if you go to a hotel for instance, and you would come across some really nice mall works, detail design and how they have put it together. I think of that, I dream of that detail and how would one be able to do it. Which is one of the major reasons why I do hotel design. And keep in mind, it is the most difficult design in the industry.” – Nadine Watson
3.4 Style of work The main style of work Nadine specializes in is Contemporary. But due to her background in Hospitality Design, she excels in traditional design as well. Having worked for the king of Bahrain she was exposed to many traditional interiors and has designed many palace interiors which were very traditional and Arabic in style with an abundance of gold moldings. She also mentions that the preferred work style of the Woods Bagot is very much contemporary. As a result contemporary design has grown into her.
3.5 Material Specifications The usage of stone within the interiors is very much common in Nadine’s work style. She has an absolute love for marble which give her designs a contemporary look. She expresses her liking for the marbles with the contemporary application that can be used in hotel lobbies as huge feature walls and require detailing and book matching which she thoroughly enjoys. She also takes an interest in ‘Epoxy Resins’ which are seamless floors and prefers using them in the flooring. Most of these materials are imported as, if sold locally they only include copies. Thus in terms of value engineering the quality of the product goes down. And as a designer one must practice quality control.
3.6 Client Brief When questioned about the client brief, Nadine explains that new clients are always a good thing, but the current clients bring in the finance. Developing a good relationship with the existing clients is crucial as you are guaranteed to get more work. The advantage of having them
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understand your work style gives scope on getting more projects as they like your style of work. Thus relationships on professional level are built but at the same time new clients are always a challenge.
3.7 Past works A designer always experiences a point where the success of a project is questionable. Ms. Watson speaks of her experience in the area where and her team had completed a project last year, ‘The Anantara Resort Doha Islands’. The Anantara brands standards for the whole group is very specific in its Maldivian style interiors. Due to the cost, and the fact that the team were only involved in the project up to detail design phase (DD Phase) and not the post contract phase, the designs were taken without the approval of the team and handed down to the local contractors within Doha to complete the job. Therefore the end product was not up to mark as per the standards of the design team. And this experience according to the design team was one which would not be gone back to.
3.8 Good Design Nadine strongly believes that the fundamental requirements of a good design are symmetry, harmony, aesthetics and balance. Having symmetry in a design automatically allows harmony, color balance and atmosphere to fall into place. Lighting as well is an important feature when designing an interior as good lighting can always conceal the flaws within an interior. “You do a lobby interior and your joinery details is a disappointment. And this lobby includes an incredible ‘Preciosa Lighting’ feature. People are going to take a look at the feature rather than the joinery.” – Nadine Watson
3.9 Success The main key to success as a designer is the good old fashioned hard work. Being a single parent Nadine she had chosen to work hard and got the recognition for it in the end. And there is nothing more motivating than having worked one’s way up into achieving success. To conclude the interview, Nadine’s advice to all the young designers who are still trying to make a solid ground within the industry is to have the confidence to speak out one’s thought when it comes to judging a design, be it good or bad. Believing in one’s own design is another factor which defines the pride in our work therefore one must have the necessary persuasive skills to make the client appreciate the work you have produced. Analyzing the interview above, we can see that Nadine is a designer who seeks to achieve perfection and takes great pride in what she does. She speaks about the key factors that may lead to success or produce a bad design. Examining the situation with the ‘Anantara Resort Islands’ we put into effect Johnathan Ive’s famous principles of ‘Obsessing about the details of a product’ in order to achieve precision and a feasible product. On the other hand another one of his principles which conveys ‘Working and winning as a team’, was lacking in the Anantara project. This led to MARYAM Q. | H00138579
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the failure of the project. Had there been proper communication and coordination in terms of the designed being approved, the project would stand a chance of being successful in the long run. With the above analysis we can conclude that as a designer one must always be open to feedback and communication from both the designers as well as the consumers.
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4. Redevelopment of past project This section of the report seeks to analyze a project for the interiors which was done during the initial periods of the semester this year. It details out the main requirements until it finally sheds light on the revised development of the project.
4.1 Brief The brief for the project was the creation of an exhibition stand for the Heriot Watt University which was to be located at the World Trade Center, Dubai. Important aspects such as ergonomics, appropriate counters representing each school were to be kept in mind.
4.2 Concept and Design Process The concept chosen in order to push forth with the design development was ‘Collaboration’. This concept was derived while observing the morals, values and vision of the Heriot Watt University. Relations were made with the concept and different connotations of the term collaboration. Upon conducting further research, images relating to the concept were derived and concept sketches were developed until the final design was established. After which the presentation boards were made. The presentation boards included the entire design process including the plans, sections and reflected ceiling plan which was to be to scale. It also included sketches which would give the viewer a clear idea on what the design looks like in perspective view. A miniature scale model built in black card was proposed showing the final design.
4.3 Comments Although the design was effective and strong, the major drawback to the design was that the final model was built in black card. Since the brief involved the creation of an exhibition stand for the Heriot Watt University, and that the logo representing the university hold the colors of white and blue, by default the end design would correspond to the colors of the logo. This aspect of the design was completely lacking. This drawback had a great possibility of affecting the grades in the long run. Therefore, during the feedback session a new model was to be presented in while card.
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4.5 Revised development Keeping in mind the feedback given in the studio session, another model was made as a follow up and the progress can be viewed below.
Figure 9. Design Board 1 As illustrated in Figure 9. The design shows the visual boards for the presentation in the case for the model made in black card. The whole presentation quality deteriorates as it has also been mentioned in terms of materials that the whole structure should be white and blue.
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While making observations it can be noted that the silhouettes are not clearly visible as the model is black. Limited visibility within the interior is also an issue as the viewer cannot grasp what the interior looks like. Overall the image of the model restricts the quality of presentation as it does not blend with the layout. Being concise and making the viewer comprehend the design and obsessing over the details is an important aspect in obtaining a successful design.
Figure 10. Design Board 2 MARYAM Q. | H00138579
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The new development shows the model built in white card and as shown in the Figure 10. The presentation quality of the board enhances by default giving the design board harmony and balance. The improved results show the silhouettes being visible as the model in the background is made of white card. The supporting images at the bottom of the board gives it clarity. The viewer is able to perceive the contents of the design board with more ease as there is a harmony and balance with regards to the background of the board as well as the improved model images. Dieter Rams, from among his principles states that a product needs to be appealing aesthetically along with its included features. Observing the image above (Figure 10.) we can conclude that in comparison to the initial design board, the current improvement augments the board immensely as it is more presentable compared to the previous design board.
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Conclusion To conclude, there are various reasons to why a product can be categorized as an example of a strong or weak design. Careful consideration and an effective thought process is crucial in order to fulfil the two main purposes of a product. Firstly, the designer should aim to achieve a strong design. Secondly he/she must focus on making the client content. After having analyzed the principles stated by Dieter Rams and Jonathan Ive, it can be observed that it is also vital for a product to follow all the principles stated in order to achieve the feat and recognition it deserves. Over the time period of the report, I have learnt the importance of the key principles as a designer and how essential it is to put them in practice in order to avoid falling into the category of producing weak designs. My main area in the attainment of knowledge was the interview session as it provided me with hands-on experience of being in the industry and how challenging it can prove to be. One must have the perseverance and resolve to push forth. It also teaches the importance of catering to the needs of the client as well as team work and collaboration which would be an important aspect in achieving success. Lastly, considering the analysis and redevelopment my project, it can be said that change is an important aspect of a designer. If a designer is criticized for their design not being feasible they should be open to change, as this leads to the gaining of experience in the long run.
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Illustration -
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Figure 1. Dieter Rams: Wikipedia. 2014. Designer-Dieter Rams-at-Vitsœ.jpg. [online] Available at: http://en.wikipedia.org/wiki/File:Designer-Dieter_Rams-at-Vits%C5%93.jpg [Accessed: 30 Mar 2014]. Figure 2. Johnathan Ive: Images.businessweek.com. 2014. [online] Available at: http://images.businessweek.com/ss/10/02/0201_worlds_most_influential_designers/image/014_jonathan_ive.jpg [Accessed: 30 Mar 2014]. Figure 3. Mini Cooper: Media.creativebloq.futurecdn.net. 2014. [online] Available at: http://media.creativebloq.futurecdn.net/sites/creativebloq.com/files/images/2013/05/21.jpg [Accessed: 30 Mar 2014]. Figure 4. Coca – Cola: Media.creativebloq.futurecdn.net. 2014. [online] Available at: http://media.creativebloq.futurecdn.net/sites/creativebloq.com/files/images/2013/05/22.jpg [Accessed: 30 Mar 2014]. Figure 5.XXL Chair: Oddee.com. 2014. [online] Available at: http://www.oddee.com/_media/imgs/articles2/a96761_a482_xxl-chair.jpg [Accessed: 30 Mar 2014]. Figure 6. Interlock Coffee Table: Oddee.com. 2014. [online] Available at: http://www.oddee.com/_media/imgs/articles2/a96761_a482_interlock-table2.jpg [Accessed: 30 Mar 2014]. Figure 7. Steam Punk Clock: Oddee.com. 2014. [online] Available at: http://www.oddee.com/_media/imgs/articles2/a96761_a482_steampuk-clock2.jpg [Accessed: 30 Mar 2014]. Figure 8. Nadine Watson: Scontent-b-ams.xx.fbcdn.net. 2014. [online] Available at: https://scontent-b-ams.xx.fbcdn.net/hphotosfrc3/t1.0-9/425118_10150574849096958_375239736_n.jpg [Accessed: 30 Mar 2014].
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