Objectified
“When you see an object, you make so many assumptions about that object; in seconds what it does, how it’s going to do it, how heavy, and how much it costs.” As Objectified opened up the movie saying this statement, I thought really hard about what I think when I look at a product in a store or at any product not seen before. Likewise, I realized many thoughts I had were exactly what the movie identified and I never took notice that we make assumptions as quick as we do.
To begin with, there were many designers who have spoke in the movie about what they thought design was and what design should follow. Many statements caught my attention and to begin with the first person that spoke was Alice Rawsthorn. She is a design editor for International Herald Tribune. Alice talked about mass production and how interaction design is producing standardized objects for consumptions by millions of people. She as well informed us about a story that happened in China where arrows did not fit the bow, so the emperor redesigned the arrows to fit the bow. I really thought this was interesting since most people wait for a better design to come out but with the emperor making a new design to fit his needs, it makes him step out of the ordinary. Instead of waiting for the product to come out why not take action and design that product that fits your needs because you never know when the product would be created. Furthermore, the best in industrial design Alice stated, “are things people don’t even think were designed at all…like the post-it-note…people take it for granted and all most everything in the world was designed one way or another.” Alice indicated the certainty as I understood when she stated these things that people do take these ‘simple’ designs for granted or do not appreciate that at one point it was designed. Later in the movie Alice believed there is a new generation of products such as the iPhone that does many things. “People know what to do with a product by its shape and form such as a chair, they know they have to sit in it but now that is no longer the case because of the microchip in products people do not know right from looking at the product what it all does.” Nowadays, people do not know what the product is because it has so many features that I think could be a good thing or a bad thing. I consider that because if people do not know what it is they will pick the product up and explore it, but as a bad thing the product might intimidate them to explore it.
However, Andrew Blauverlt a design curator at the Walk Art Center informed us there is, “a story embedded in every object and every decision was made at some point sometime.” He too shared a story, how Japanese style toothpick was manufactured for the United States where one end was originally created so the person using the toothpick could break it off to signify that it was used and also creates a tiny rest for the toothpick. Andrew indicated it “makes sense to Japanese but may not be used in the United States those ways.” This statement happened to stand out to me because many objects or products that were designed were meant to be used one way; however, many people or other countries where the product was brought to are being used in different ways. It is very interesting how people use products to fit their own needs. Andrew then used a quote by Henry Ford, “Every object tells a story if you know how to read it.” Particularly, if you can read the object you will understand the story behind the object itself. Which, I feel that this is really important because if those who want a particular object will understand what is for, why it was designed that way, what it does and the purpose of it; rather than just getting it because of the brand or it looks cool. Therefore, this leads into Andrew believing there are three phases of modern design. The first phase is looking at the design in a formal relationship such as the Dirt Devil Cone. The Cone can be sited on a desk for decoration or art. The second phase is the symbolism and content you are dealing with, which are rituals that make up using a product like coffee or the Dyson vacuum. Last, the third phase is the contextual sense, technology, and human relationship where this would be like the Roomba that has no more human contact.
Even so, Dan Formosa a designer and researcher for Smart Design in New York indicated a designer needs to understand people and what their needs are, to focus on people and what needed design wise is. As well as, “to look at the extremes and then the middle will take care of themselves.” This is a fascinating way to look at a design. On the other hand, senior industrial designer for Smart Design, Agnete Enga informed the viewer that you have to look at the different tools to design objects, to design a better experience for someone. Likewise, Jonathan Cedar a senior industrial designer here stated its more computer aided design and verifying with prototypes before the mass production. This gets them to work with the product to see how it functions or it being used. Therefore, mostly these designers focus on the user experience than anything else, which is a good thing because if the user does not have a good experience they will not continue to buy from the company and will tell others that the product did not fit their needs.
Instead, Dieter Rams a former design director for Braun in Kronberg, Germany told us “people react positively when things are clear and understandable and there are too many unnecessary things everywhere.” I also feel that there are too many unnecessary things around that either collect dust or are never used. Why have something if it’s never used besides it also takes up space where you could have a product that you actually use and mean something to you. Thus, there is only one company that he feels focuses on everything, even the design is specifically the American company Apple. Similarly, Jonathan Ive who is a senior VP industrial designer for Apple in Cupertino says Apple mostly focuses on forms and materials which they get design out of the way almost making it not being designed. In essence, just like Dieter, Jonathon states with “Apple you have a clear sense of who designed it because of their focus on design.” Again, as an industrial designer you are consistently looking at something saying ‘why like this and not like that?’
That is why Rob Walker an author and columnist for New York Times Magazine informs us good design is something that you want and distinguishes you from all of the naïve past. “We tend to want new things and those things won’t last forever because new designs are better and look like the old product, so people buy the new ‘now.’” Rob is right when designs do not last forever because a new and better one comes out that looks like the last design. For instance, Apple products are like the last generation of products they have designed so they do not have a major change where people would feel overwhelmed or loss of what the product is.
However, Karim Rashid a designer in New York said we are in the third technology revolution because we are building so many things that are not designed for the age we live in. With that, why do we keep on going or designing with the old things? An example that he gives us is the digital camera. It was originally shaped for film but why do we have the same shape for digital cameras? I feel if there was a change in cameras people would not know what it was because we are familiar with cameras as they are. Therefore, I feel if the camera is a different shape it would be confusing just in general since it would not be what people are used too. I also feel that cameras can have that same simple design because when you know cameras you will figure the functions out naturally than having to figure out the entire shape too. Changing the shape could make it have a poor design making those not feel smart. On one hand, David Kelley the founder and chairman of IDEO located in Palo Alto took his father’s leather briefcase and turned it into a chair where he designed something that gets better with use. This is a good way to use something that was passed down by generations and to get better use out of a product. It then means more than having it sit and have it passed down so then it would get even better use. Still, Bill Moggridge co-founder of IDEO mentioned ‘wearing-in and wearing-out’ meaning that you grow more fond of the things over time. As an illustration, he designed the laptop that he was thrilled to use but when he tried to use it, he forgot about the design and was in the digital software. He then realized he would have to learn how to design the software. Likewise, Naoto Fukasama a designer in Tokyo stated software, the screen and hardware are all interaction design. Designers are working to stimulate people’s souls and minds, therefore like Bill he would want to design both aspects of the laptop to know what he is working with. So, if we designers can think of how the design impacts people and how people can interact with the products, it would make the user experience better. Design is a big factor in products from the shape being perfect or from it being small enough to fit in someone’s hands.
All in all, all of the designers in the movie have shared very important insights about designing and what we should look for and do as designers. As Objectified ended, one designer stated, “Things you already own, why not enjoy them today.” With this in mind, we have to enjoy all of the products we have and do not take the things for granted because at a time they will not be here. Therefore, today cherish the many products you have and be prepared for the many opportunities of products that will be here in the future.