70 turn the page |November 2019
I am a functionalist who suffers from aesthetics
COVER STORY The balance of creation FEATURE The hipster paradox STORY BEHIND Conspiracy theorists 70 | November 2019
The star t of a new academic year allows us to disagree with and inquire in our personal and professional lives again. It is a time for most of us to reflect, reset and star t with a clean slate. We have star ted an exciting new year with a lot of oppor tunities for personal and professional growth. Within ID, we star ted with a new board and a lot of new committees have already commenced to organise a variety of events for the benefit of all of us. I personally hope you’ll take all the oppor tunities this year will give you and grab them tight. Let’s make this year one to remember for a long time to come. The star t of this year is also marked by the loss of an icon: Wim Crouwel. When we talk about being recalcitrant, Wim Crouwel created a fine example. His new functionalistic approach was misunderstood and misinterpreted by many, but his perseverance made a difference in how we see design today. With all the work he did for graphic design as a whole, for the industrial design curriculum and for our faculty, Crouwel is not a name to be forgotten, but a name already being missed. In memoriam. Martijn Nieuwenhuijse Chairman
TA B L E O F 18 Opinion THE DANGER OF OBSESSION
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B.A.B.E.
Coverstory THE BALANCE OF CREATION
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12 Feature ASPECT RATIOS
14 DESIGN EVERYWHERE
16 Feature DO NOT READ THIS
Feature THE HIPSTER PARADOX
26 Feature WORLD CHANGING ART
28 Story behind CONSPIRACY THEORISTS
30 ID PAGES
CONTE NTS 34
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Inspiring REVERSE INNOVATION
interview ROLAND VAN DER VORST
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BEST PICTURE
Column BRAINSTORMING
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Versus BRAND VS. PRODUCT
Feature QUICK AS A FISH
46 Feature DEAR PLASTIC
48 Feature A MEATY TRICK: PLANT BASED DECEPTION FOR GOOD
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COVERSTORY
The Balance of Creation In order to be successful as a designer, you have to come up with unique ideas. You have to be able to let go of what is already there and decide to go into a completely different direction. Of course there are a lot of products on the market that are not extraordinarily ground-breaking, but those are never the ones that change society. In order to do so, you need to be a bit rebellious and take a new road. text by Lidewij Muurling | layout by Douwe Hardon
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Henr y Ford was the one who produced the first car that was available to the masses. This completely changed the world we live in and is one of the best known examples of someone who dared to take a leap of faith and create something entirely new. However, there are of course countless other cases of true pioneers who ended up shifting the perspective of life. Coco Chanel was the first to include elements of men’s clothing in her designs and by doing so, choosing comfor t rather than the popular restraining women’s
fashion from that time. By dumping the corsets and creating things as the iconic Chanel women’s suit she pushed fashion into a whole new direction. A question to be asked, however, is: if ever y designer is tr ying to stand out and do something completely different, is there even such a thing as being recalcitrant? If they create a design environment where there is no such thing as a norm, it is impossible to push the norm away. This is also the case when two people are creating the same thing, at the same time, without being aware of the other. You can set out on a ver y different journey from people around you and your creation can be extremely innovative, but you can never prevent that someone else has found a similar route at the same time.
November 2019 | turn the page
COVERSTORY
THE WAR OF THE CURRENTS Probably histor y’s most iconic event depicting this, is the War of the Currents in the late 1880s. Thomas Edison invented the direct current (DC); current running in a single direction, like in a batter y. This was the standard in the United States during the prime of electricity. Due to the low voltage of DC, this could be used inside, to light up homes. The problem with \ DC however, was that it was hard to conver t it into higher or lower voltages, thus making it difficult to use in a bigger area. Nikola Tesla invented a transformer which allowed him to do just that, but with alternating current (AC). Edison tried to make this revolution come to an end, afraid of losing what he earned with his invention. To stop the march of the AC, he
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tried proving using such high voltages was dangerous, by killing animals through electrocuting them with AC. It can be said that in the end, Edison lost the War of the Currents at that time as Tesla won the battle of who could light up the Chicago’s World Fair of 1893. He also got a contract to generate power from the Niagara Falls. However, on this day both of the currents are still used. Most of our electricity is powered by AC, but a lot of things that have com into play more recently, as LED lights and electric
cars, are run by DC. Looking at this day and age, the War of the Currents has actually ended in a tie, showing us that even when two people come up with similar things simultaneously, it does not have to mean that one idea eliminates the other. If they differ even the slightest, the world will most likely find different applications for them, making both of them useful. When Thomas Edison invented the first commercially viable lightbulb, this was not welcomed into society with open arms. Of course, tr ying something completely different 1
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COVERSTORY
might not always work out well, as people might have a hard time accepting it. At the time, people not understanding and fearing electricity, probably played a par t in this. However, it was not just the general public that was not enthusiastic; fellow scientists were also sceptical. Although one can wonder whether this came from real disapproval or more from jealousy of the invention. Just like how Edison tried to bash Tesla’s AC. New Industrial Design Engineering students at the TU Delft all get taught about the MAYA principle; Most Advanced Yet acceptable. This implies that in order to bring something saleable onto the market, it has to be new enough for people to find it interesting, but not so new that it will scare them away. It still has to fit in what they find to be acceptable and recognizable as a product. This is in line with the theor y of the, for all of those in the field of IDE wellknown, Ansoff matrix. Bringing a new product to a market will create a risk for a company, if a new market were created, that risk would get even bigger.
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NOVELT Y IN ART The trick to creating something successful is to find the balance between what is new and what already exists. This is not only applicable in the design process. You can find the same principle in ar t forms such as painting, writing and music. Vincent van Gogh for example, had such a different painting style from his colleagues in the second half of the 19th centur y, that he was never really successful in his own time. The appreciation for his work that nowadays prevails, sadly only came about after he passed away. A couple of centuries later, writer JK Rowling was luckier. At first, she had a lot of problems finding a publisher for her first Harr y Potter book, as it was ver y different from most children’s novels at the time. Today however, she is one of the most successful authors ever, including spinoff series, a play, multiple theme parks and merchandise in all forms imaginable.
In music, ar tists are expected to keep renewing their music, so that they can expand their range of listeners. However, if they would bring out new music that is too different from their previous work, this would scare off their loyal fans. Taylor Swift for example, completely switched from the countr y music she star ted her career with, to the pop music she is releasing today. This shift was subtle however, because before releasing her first official pop album in 2014, her previous records also contained more and more poppy songs. The difference between ar t and design is often that luck plays a big role in whether ar t gets recognised. This is of also a factor in whether a product will work well, but here other factors play a big par t as well. Marketing strategies, the usefulness and breakthrough level
November 2019 | turn the page
COVERSTORY
of the product and, of course, all the research that has gone into creating it are of great impor tance. DUPLICATES Products that are the complete opposite of being new and inventive create an interesting market. Those are the so-called “dupes� (from duplicates). The trick with this is copying a concept of another brand, but changing a factor which makes it more attractive for people to buy. The popular Chinese webshop AliExpress is full of them. But there are also a lot of big brands
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in physical shops that do exactly the same. A lot of makeup brands, for example, tr y to make the exact same eye shadow palette as high end brands, but sell them for much less money. The same thing happens with smar tphones; the relatively new brands from Asia that sell ver y cheap phones often create designs that look so similar to the much more expensive iPhones, that you star t wondering if that is even allowed. Of course while you could have a ver y successful business selling dupes, it will h really shake the world and be memorable after you quit. To conclude, it is impor tant to develop something that will set you apar t from all the other designers, but still be accepted
by the customers who eventually will decide whether your invention will be a success. It is difficult to be different if ever yone is tr ying that as well, but if you are at least not the same as what is already offered, chances are you will still stand out. To really shake things up and create a shift in society, you need to have a little trust in both yourself and your idea. Leave the save path, ignore the MAYA principle and just create something completely unique. It might not get recognised at first, but with the right tools and people, society often eventually realises just how good an idea might be. A coach for one of the courses I followed at IDE once said to me, that you should always take that extra step fur ther in order to stand out. He asked to please never take the boring, save route, as this would never result in something world changing. Maybe we should all take his advice. 3
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DESIGN EVERY WHERE
STICKS & SNARES Instead of designing deviantly, some choose to design to enable deviation. Aspire to enable others to unleash their creativity, and they will love your work. In the 13th centur y, someone came up with the idea of attaching a wire to the bottom of the drum which made a rattling sound, and the snare drum was invented. While software nowadays enables musicians to choose from thousands of different snare drum effects, I will personally always prefer smashing sticks on some hardware. 3 by IJsbert Bekooy
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November 2019 | turn the page
DESIGN EVE RY WHERE
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ID PAGES
VRIMIBO XL From all outposts of the university people gathered at ID Kafee to finish their academic years with music, each other and of course a little drink here and there. The largest VriMiBo of the year completely lived up to its name.
FRESHMEN WEEK END “Hier in Delluft…” With incredible enthusiastic and loud roars, almost 300 new Industrial Design students sang their way through three days. With games, design exercises and par ties they all got to know each other, the faculty and ID before they had even star ted their studies.
GENER AL MEMBERS ASSEMBLY The first General Members Assembly of this year were mainly about the change of boards. By presenting their additions and changes on the vision, the 47th board of ID was installed and is now up and running. Come say hi when you are around.
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November 2019 | turn the page
U PCOM I NG EVENTS 21
N OV E M B E R
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Freshman Party
Kafeest
DECEMBER
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ExID
DECEMBER
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Cases on Tour
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Parents Day ActID
J A N UA R I
J A N UA R I
ID PAGES
Come, sit down. Take a breath and look around. You sit in a big chair and observe employees of a bright, healthy firm in the U.S. How many passers-by will tag their job “very or extremely� stressful? According to reports from the National Institute for Occupational Safety & Health (NIOSH), the answer is 40%. by Juwe van Vliet
Despite the company being seemingly carefree, four out of ten colleagues are stressed due to their jobs. Unwinding and recovering during the day is necessar y to replenish psychological resources, like a positive mood, which may have been lost during work. Shor t microbreaks are extremely helpful to create a healthy worklife balance, but how to spend those moments of spare time?
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Studies show that, during these shor t breaks, small work-related experiences have the most positive effects. In contrast, non-workrelated activities are more helpful during longer breaks like lunches or in the evenings after work. So, what makes for a good shor t break? During a microbreak, look for a recover y experience to detach yourself psychologically from work.
November 2019 | turn the page
ID PAGES
What better way than turning to your favourite magazine as you do right now? Turn The Page has so far been available to ID members in a paper and online version, but in this edition a new option is added: the podcast.
The version encourages the flexibility of ID members and lends a second manner to read the magazine if obliviousness occurs. Logging on to studieverenigingid.nl/turnthepage provides access to on-the-road amusement. Ideal!.
Podcasts are the per fect tool to absorb intriguing information, get inspired by new perspectives and, enlarge productivity afterwards. They are better suited for use in microbreaks. Of course, reading the paper version is great, but we have all experienced how hard it is to put down a page-turner. Your microbreak is at risk of turning in to a fun, informative, but also lost hour. On the other hand, reading online is ideal when you did not get a chance to obtain a copy, but the activity is too much like the work we do all day, as you are still reading from a screen. However, listening to a podcast literally takes you out of your busy schedule, gives you the seeked replenishment you need and it stops automatically. So, stand up (or sit down), have those moments of spare time and enjoy them. However, be aware to plan them. Plan those time gaps for yourself to retain your well-being, health and per formance capacity. Take a breath and turn the page with the podcast.
turn the page | November 2019
The version is made of thick paper. The pages turn stubbornly but invite the reader to be curious and caring at the same time. Grab a comfy chair and star t reading. For positive energy, motivation and sharpness. Do you feel it?
The version is new! It is limited in comparison with the paper and online version. Find it at the link below using a QR scanner. It will guide you through the in-depth cover stor y, fascinating features and an eyeopening inter view. You can listen any time and anywhere!
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GADGE TS
Gadgets by RomĂŠe Postma
MINI PROJECTOR You never have to go to a movie theater again when having this gadget! The pocket-size Mini Projector has 600 Lumens, accurate colors, rich contrast with deep blacks and bright whites, even in rooms which are not completely dark. The projector is also fully compatible. Plug your device into your laptop, Apple T V, iPhone or video game console with an HDMI or USB cable. Besides the built-in speaker, also an external audio source can be used, such as a sound bar or speakers.
Price: $59,95) miniprojector.us
FUNTASTIC Having this gadget, can grow into a serious travel addiction! The World’s First Electrostatic Travel Map brings travel lovers a world map with personalized photos, allowing you to enjoy your most memorable moments. Your travel map and photos are printed using our electrostatic technology that stick to any flat sur face in your home. Therefore, this gadget is effor tless to install and traces no signs of damage. Star t your journey with this awesome gadget!
) funstatic.eu
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November 2019 | turn the page
COLOPHON
Of ficial body of ID Volume 18 / Issue 70 November 2019 Turn The page is issued four times a year. Contact ID study association
LUA Turn your plant into a pet thanks to Lua, the planter with feelings! Using sensors, the smar t Lua triggers 15 different animated emotions, such as thirsty, squint and cold. It measures soil’s moisture, light exposure and temperature to keep your houseplant alive and well. The planter comes also with a subirrigation water reser voir. It means less frequent watering and your plant gets all the water it needs. Finally, Lua’s app generates a QR code that Lua can read and interpret right away!
Landbergstraat 15 2628 CE Delf t +31 (0)15 2783012 www.studieverenigingid.nl Comments, questions, compliments and remarks can be sent to: turnthepage-svid@tudelf t.nl Issues 7500 Copies Press
Price: $109) indiegogo.com
Quantes - Rijswijk T TP Thanks Marc de Kool Henk Jan Oudenampsen Roland van der Vorst Hugo Onink Pic ture Wim Crouwel - Johannes Swar tz Subscribe/ad Members of ID receive Turn The Page free of charge. A yearly subscription costs € 9,50 (4 issues) Want a subscription or publish an adver t? Please contac t turnthepage-svid@tudelf t.nl Copyright The commit tee has strived to own the copyrights of the included tex ts and images. However, if you believe you own the rights to a piece that has been used, we request you to contac t us. Nothing from this issue can be reproduced. The commit tee claims the right to shor ten, alter or refuse submit ted pieces. The Communication depar tment of the IDE facult y and the Alumni Association have contributed to this Turn The Page.
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70 turn the page |November 2019
I am a functionalist who suffers from aesthetics
COVER STORY The balance of creation FEATURE The hipster paradox STORY BEHIND Conspiracy theorists 70 | November 2019