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Analyzing & Patterning Generational Codes


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Analyzing & Patterning Generational Codes

  1. 1. analyzing trends | parsons the new school for designANALYZING & PATTERNINGGENERATIONAL CODES 1 TIM STOCK
  2. 2. trends are what happens next?stories what clues are there? 2 TIM STOCK
  3. 3. GI Silent Baby Generation Generation Boomers Gen X Gen Y 1901-1924 1925-1944 1945-1964 1965-1983 1984-2001 Industrial Era Mass Media Era Micro Market EraManufacturing WW2 Interstate Highways Cable TV Global resources TV Advertising Internet Social Networks Scientific advances Suburbiawhat forces shape what contrasts and unites generations helpsthe codes of each us decode how trendsgeneration? manifest in unique ways. 3 TIM STOCK
  4. 4. GI Silents Boomers optimistic cautious rebellious SUSTAINED PERCEPTION/BEHAVIOR economics technology politics SOCIAL/ECONOMIC FORCEScodes emerge for emotions that imprint our life narrative during childhood andeach generation as we mature. 4 TIM STOCK
  5. 5. parent GI Silents Boomer gender models patriotism what we eat concepts of work child Boomer Gen X Gen Y assimilation/ establishing difference is a natural part of the differentiation maturation process. 5 TIM STOCK
  6. 6. childhood adult OPTIMISM PATRIOTISM INDIVIDUALISM CODE CODEGI generation grew up during the Depression. the oldest living generation, bornchildhood imprint into a world without television. 6 TIM STOCK
  7. 7. childhood adult OPTIMISM PATRIOTISM INDIVIDUALISM CODE CODEGI generation rite a generation that was directly impacted by war and imprintedof passage imprint with a sense of patriotic fraternity. 7 TIM STOCK
  8. 8. Revolutionary Road (2008) childhood adult OPTIMISM PATRIOTISM INDIVIDUALISM CODE CODE RECONNECTING AND SEARCH FOR HOME the optimism of the postwar years created a desire toGI generation "get back to normal". couples postponed marriage and children during the war, but now that the economy was 1901 1924 good, there was a emotional drive to settle down sooner. 8 TIM STOCK
  9. 9. childhood adult CAUTION AWARENESS CONFORMITY CODE CODE COMING OF AGE POST WARsilent generation Kerouac documents spontaneous road trips and observations across1925 1944 mid-century America. 10 TIM STOCK
  10. 10. childhood adult CAUTION AWARENESS CONFORMITY CODE CODE COMING OF AGE POST WARsilent generation too young to have fought in WW2. childhood memories of rationing duringchildhood imprint the war. came of age in the fifties. 12 TIM STOCK
  11. 11. childhood adult CAUTION AWARENESS CONFORMITY CODE CODE COMING OF AGE POST WARsilent generation a tension between collectivismrites of passage and individualism. 13 TIM STOCK
  12. 12. childhood adult REBELLION CONFORMITY REVOLUTION CODE CODE SEEKING SOCIAL EXITboomer generation grew up with TV. defined the first mass youth1945 1965 movement in sixties. 14 TIM STOCK
  13. 13. childhood adult REBELLION CONFORMITY REVOLUTION CODE CODE SEEKING SOCIAL EXIT the vietnam war draft and thethe boomer civil right movement arerites of passage catalysts in shaping emotional imprint of rebellion 15 TIM STOCK
  14. 14. childhood adult DISRUPTION CONSUMPTION EDIT CODE CODE AN EXPECTATION TO DISRUPT THE STORY generation x raised on media and technology as it becomes more fractured1965 1983 and controllable 16 TIM STOCK
  15. 15. childhood adult DISRUPTION CONSUMPTION EDIT CODE CODE AN EXPECTATION TO DISRUPT THE STORY the fracturing of TV into syndicatedgeneration X UHF reruns, the proliferation of video arcades and personal computerschildhood imprint impacts their sense of involvement and remixing of story lines. 17 TIM STOCK
  16. 16. childhood adult IDENTITY FAME PRIVACY CODE CODERAISED AS HYPER CONSUMERS gen y codes the first post cold war generation. cable tv and personal computing mature with them. 1984 2000 18 TIM STOCK
  17. 17. childhood adult IDENTITY FAME PRIVACY CODE CODERAISED AS HYPER CONSUMERS gen y the promise of limitless credit coupled with ubiquity of the internet’s impact childhood imprint on social relationships. 19 TIM STOCK
  18. 18. GI Silent Baby Generation Generation Boomers Gen X Gen Y 1901-1924 1925-1944 1945-1964 1965-1983 1984-2001 the original pattern orthe archetypes of model....theculture and generations representation of a shared unconscious... 20 TIM STOCK
  19. 19. soldiers, cowboys heroic archetypes shape theand supermen childhood play of Boomers. 21 TIM STOCK
  20. 20. recent boomer post war male mythology playsmythology cast out in contemporary politics. political language borrowed directlyin childhood from the western genre. 22 TIM STOCK
  21. 21. The Pinup over there (fantasy) Rosie the Riveter over here (utility)wartime female the two faces of female - atarchetypes reflect home and with the GIs abroad demonstrates a fracturedutility and fantasy narrative of utility and fantasy. 23 TIM STOCK
  22. 22. wartime “freedom, democracy & casualness” is championed asutility codes patriotic and intrinsically American. 24 TIM STOCK
  23. 23. the american "Most of my ideas come from trying to solve my own problems."look is born Claire McCardell 25 TIM STOCK
  24. 24. jeans as signifier before the 1950s, blue jeans were worn primarily by factory workers, cowboys, sailors,of emerging and miners. Starting in the 50s jeans became far more popular among people of all ages. today, theyouth culture typical American owns seven pairs of jeans. 26 TIM STOCK
  25. 25. Levi’s advertising what words would you use toanalysis describe this advertisement? 27 TIM STOCK
  26. 26. Levi’s advertising how about this one? what changed? what does that meananalysis to the meaning of the brand? 28 TIM STOCK
  27. 27. Detour (1945) Faster Pussycat Kill Kill (1965)the femme fatale as the WW2 power femalepost-war subculture archetypes go underground and emerge more in tandem witharchetype feminist discourse later in the 60s. 29 TIM STOCK
  28. 28. a post-war subculture of DIY and anti-the rebel and establishment narrative. hell’s angels borrowsanti-hero myths the language of the returning GI. fraternity of the lawless - war-time socio-economics. 30 TIM STOCK
  29. 29. The rockers in postwar Britain were called "Teddy Boys" because they adapted Edwardian-era styling cues (drainpipe trousers, long coats, etc.) to American rockabilly war fashion styles borrowed and remixed.teddy boys women in the early scene opted for the male elements of the style, like short(and girls) pompadour haircuts and trousers. 31 TIM STOCK
  30. 30. vivienne the inspiration for Westwood’s early designs were fueled by access towestwood & the army surplus and references to post-diy aesthetic war subculture themes. 32 TIM STOCK
  31. 31. Progress Fear Code Code THEMES THEMES Freedom Anxiety/Loss of control Exploration Invasion Leisure Competitivenesspost WW2 this tug between opposing ideals shapes boomer code as they transitioncodes from childhood to adulthood. 33 TIM STOCK
  32. 32. Fear Codenuclear changes the symbolic end to WW2 also acts as a tense reminder of the fine lineeverything between progress and fear. 34 TIM STOCK
  33. 33. Target You - Civil Defense Film (1953) Fear Codeyou are post-war the fear of potential nuclear attack fuels a constant and nervous statethe target of preparedness. am I doing enough? 35 TIM STOCK
  34. 34. Fear Codeatomic anxiety as a strong emotional imprint on the childhood developmentchildhood imprint of Boomer children. 36 TIM STOCK
  35. 35. Fear Code The Day The Earth Stood Still (1951) the monster and science fiction moviesinvasion as pop of the 1950s reflect aspects of culturalculture narrative uncertainty - fears of “others” and the growing impact of technology. 37 TIM STOCK
  36. 36. Fear Codethe politics of fear the HUAC (House Committee on Un-Americanand rooting out Activities) focused its investigations on real and suspected communists in positions of actual or“the others” supposed influence in American society. 38 TIM STOCK
  37. 37. Fear Code9/11 reignites the fears re-engage boomer’sfear narrative in childhood emotional memory.American culture 39 TIM STOCK
  38. 38. guantanamo bay Fear Codeambiguous new standards of war and boundaries are asserted as partenemies of post-911 lexicon. 40 TIM STOCK
  39. 39. Fear Codebuilding fences as immigration becomes current cultural context for a resurgencepolitical signifier of “the others” narrative. 41 TIM STOCK
  40. 40. Progress Codethe interstate the largest public works project fuels migration from city tohighway suburb and beyond. 42 TIM STOCK
  41. 41. Progress Code no down paymentGI bill of rights loans to acquire homes in the new suburbia. 43 TIM STOCK
  42. 42. Progress Code a tension between innovation and anxiety as the race to space framedthe space race the promise of technology as well as the tension with the Soviet Union. 44 TIM STOCK
  43. 43. 1 source 3x2 1950s/60s kitchen 2012/2013 trends living room dining room product trend bathroom product trend bedroom product trend backyard garage/car product trend the office product trend eating out product trend motel/hotels 3 2 forecast pattern/ future analyze meaning trendspatterning trends/ and analyzing the codes offorecasting future meaning of these spaces -meaning PAST & PRESENT 45 TIM STOCK
  44. 44. IMAGE: Flickr /thomas.mertonthe meaning these space are imprinted with emotionalof personal meaning. how they are designed and filled with objects reflects our processing of pastspaces and future narratives 46 TIM STOCK
  45. 45. LANDSCAPE DESIGN AND CAREEATING AND SOCIAL SPACESOUTDOOR FURNITURE AND APPLIANCESRECREATION AND PLAY the meaning of the our concepts of what we need as individuals versus what we want to front and back yard do to fit into a shared social narrative. 47 TIM STOCK
  46. 46. suburbia was a packaged pastoral mythologythe dream of that lured people away from congested living the blueprint of homes was a miniaturized cookie cutter of the country estate. 48 TIM STOCK
  47. 47. victory gardens, also called war gardens orthe rise and fall of food gardens for defense, were vegetable, fruit and herb gardens planted at private residencesvictory gardens and public parks during WWI and WWII to reduce the pressure on the public food supply. 49 TIM STOCK
  48. 48. the lawn represents a symbol of aspirationthe lawn as post that and acts a way of framing new codes of uniformity. outdoor products arewar signifier driven by technology such as ammonia produced and perfected during the war. 50 TIM STOCK
  49. 49. the only thing holding people back... and rise again from planting front yard gardens is aof victory gardens subjective but widely accepted sense of what’s pretty and proper. 51 TIM STOCK
  50. 50. Model Fallout Shelter (Long Island) Fallout Shelter Denver Colorado backyard fallout the fantasy about the perfect shelter was the fantasy of the perfect family,. door-to- shelters reflect door salesmen hawked fallout shelters in the same way post-9/11 anxiety entrepreneurs have fear code peddled gas masks and Cipro. 52 TIM STOCK
  51. 51. Leave it to Beaver (1957) Kingsford Charcoal (2007) - ad was pulled suburbia’s suburbia reclaims old stereotypes put into question during WW2. backyard advertising and television affirm gendered space these new mythologies. 53 TIM STOCK
  52. 52. motels and cheap in 1950 there were 2,500materials fuel residential pools in the USA. byswimming pool boom 1955 there were 26,000. 54 TIM STOCK
  53. 53. backyard as technology and economicsofficepods and places new pressures on the ritual of work, homeowners rethink thegrannypods utility of spaces they have available. 55 TIM STOCK
  54. 54. KITCHEN DESIGN AND MATERIALSKITCHEN APPLIANCESFOOD ITEMS AND MANUALSFURNITURE AND ACCESSORIES the meaning of the hub of the home evolves in use as our culture of consumption the kitchen becomes increasingly complex. 56 TIM STOCK
  55. 55. war brings products like Dow Saran Wrap and Reynolds Wrap come from materialcheaper materials innovations used during the war. Saranand methods was sprayed on fighter planes to protect them from salty sea spray. 57 TIM STOCK
  56. 56. in 1950 Poggenpohl introduced thethe fitted first fitted kitchen with continuouskitchen countertops and organized around new appliances like refrigerators. 58 TIM STOCK
  57. 57. return of the a move away from Tuscan and French country styles to morefitted kitchen modern clean lines. 59 TIM STOCK
  58. 58. canned food is can manufactures claim “no other containerpositioned as the protects like the can.” - a progression away from fresh produce.“safer food” 60 TIM STOCK
  59. 59. the technology that as people today crave real, crafted and authentic we need to place thisframes food changes shift in context of what people are moving away from - food languagethe meaning of food cast from after WW2. 61 TIM STOCK
  60. 60. invention shapes Clarence Birdseye a taxedermist from from Brooklyn invented what we know asfood’s meaning the frozen food industry. 62 TIM STOCK
  61. 61. words like instant and fortifiedfood science alters become the codes of post-war food. thecodes for food disconnect to real food begins along with the role of food as social connector. 63 TIM STOCK
  62. 62. new controversies two mothers are circulating a popularemerge over petition calling on Kraft Foods to remove artificial dyes, specifically yellow dyes 5legacy ingredients and 6, from its Macaroni & Cheese products. 64 TIM STOCK
  63. 63. Food-O-Mat is a company developed to sell thesupermarkets carton flow system is a form of shelving that usesinnovate for speed a gravity feed rear load design. merchandise is loaded in the rear of each runway. as an item isand convenience removed from the front, the item directly behind it slides forward in place of the previous. 65 TIM STOCK
  64. 64. In South Korea Tesco developed a large,the new state of wall-length billboard was installed in theconvenience station, designed to look like a series of supermarket shelves. users scan the codetranscends space of any product, the products are delivered to the users home within the day. 66 TIM STOCK
  65. 65. betty crocker cookbooks andthe look of food 67 TIM STOCK
  66. 66. the internet as technology today is being used as a connector and trust builder to theyour kitchen experience of food. 68 TIM STOCK
  67. 67. professional signals from outside thegrade home home fuel must-haves inappliances today’s kitchens 69 TIM STOCK
  68. 68. people expect more from their kitchensa new code of use today with cues coming from professionaland utility emerges demonstrations in the form of cooking shows and heightened senses when eating out. 70 TIM STOCK
  69. 69. BATHROOM DESIGN AND LAYOUTFLOORS AND WALLSPLUMBING FIXTURESSTORAGEthe meaning of a traditionally private space grounded inthe bathroom the utility and aspiration of personal care. 71 TIM STOCK
  70. 70. the codes clean becomes interwoven withof clean codes of patriotism post-WW2. 72 TIM STOCK
  71. 71. in 2005 more than $67.3 million USpost-9/11 clean sanitizers were sold, a whopping 53.5rituals emerge per cent increase from 2004, according to ACNielsen figures. 73 TIM STOCK
  72. 72. war industries seep chemicals produced by wartime contractors such as Alcoa areinto consumer realigned to a post-war economy with products and programs such as addingmarkets fluoride to the public water supply. 74 TIM STOCK
  73. 73. fluoride for the first toothpaste to include fluoride was Crest,your protection which came out in 1956. 75 TIM STOCK
  74. 74. the medicine cabinet consumer stockpile the latest manufactured drugs andreflects our idea of potions with expectations ofhealth and identity competitive advantage. 76 TIM STOCK
  75. 75. medicine as Enovid was delivered in a small bottle. When the Food and Drug Administration approved it forprogressive birth control use in 1960, it had already been on the market for almost two years, as asocial narrative treatment for menstrual irregularities. 77 TIM STOCK
  76. 76. near double digit sales growth in thehomeopathy homeopathic category in both mass market and natural channels has spurred increasingtrending interest into the nature of homeopathic consumers and their buying trends. 78 TIM STOCK
  77. 77. new experience often the last thought in any home design plan - the bathroom becomes a new stage forexpectations expectations in transcendent experiences. 79 TIM STOCK
  78. 78. BEDROOM DESIGN AND LAYOUTFURNITURE AND ACCESSORIESENTERTAINMENT AND COMMUNICATION bedrooms evolve with culture asthe meaning of sexual mores change over time asthe bedroom well as the impact of technology beyond the living room. 80 TIM STOCK
  79. 79. bedroom as boudoir Appliance companies like Generalof feminine design Electric tap into design led purchases. This clock “The Boudoir”expression and other clocks like “The Wink”. 81 TIM STOCK
  80. 80. the princess telephone was introduced by the Belltechnology System in 1959. it was a compact telephonetrickles in designed for convenient use in the bedroom, and contained a light-up dial for use as a night-light. 82 TIM STOCK
  81. 81. bedroom spaces 54% of people check theirbecome individual phones and iPads throughout the night and when waking up.cocoons 83 TIM STOCK
  82. 82. cocoons inform products become shaped lessproduct and on shared comfort over individual comfort.service design 84 TIM STOCK
  83. 83. bedroom design today as the TV moves into thereflects personal bedroom the design choices become more gender inclusive.expectations 85 TIM STOCK
  84. 84. ROOM DESIGN AND MATERIALSFURNITURE AND ACCESSORIESSOCIAL RITUALS - MEALS/PARTIESAPPLIANCES AND ELECTRONICS the meaning of the shaped by technology and living room/dining room shifting social frameworks. 86 TIM STOCK
  85. 85. cooling once considered a luxury to thecocoons shift average homeowner, room coolers made residential airsocial behavior conditioning affordable. 87 TIM STOCK
  86. 86. Russel Wright’s method of design came from thethe stage for belief that the table was the center of the home. Designing in layers from there outwards, he designedsocial rituals tableware to larger furniture, architecture to landscaping, all according to his concept of easy, informal living. 88 TIM STOCK
  87. 87. televisionrewires broader the huge impact of television on how families eat and organize their ritual 89 TIM STOCK
  88. 88. tv reshapes tv shapes new rituals for familytraditional interaction and shared experiences. products deliver on making things workfamily rituals for tv over anything else. 90 TIM STOCK
  89. 89. as technology becomes more malleablebookshelf we are given more choice in how weporn emerges integrate assumptive inclusion of TVs and reassert unplugged design motives. 91 TIM STOCK
  90. 90. CAR INTERIOR DESIGNCAR SEATINGCAR DASHBOARD AND INFORMATICSCAR ENTERTAINMENTCAR GARAGE DESIGN AND ACCESSORIES the meaning the role cars play has been directly interwoven into of cars social rites of passage. 92 TIM STOCK
  91. 91. the meaning of car features such asinterior is shaped in bench seats.experiences 93 TIM STOCK
  92. 92. after 9/11 and the war in Iraq, buying ahummer becomes Hummer was the patriotic thing to do.the post-9/11 between July 2002 and November 2002, monthly sales of the Hummer H1 and thefallout shelter Hummer H2 practically doubled, from 1,922 to 3,933. 94 TIM STOCK
  93. 93. service design built GM urged its 150 Hummer dealers to spend millions building showroomson the fear code that looked like Quonset huts. 95 TIM STOCK
  94. 94. the utility code the Nissan Cube is a higher bodyand car as home mini MPV (multi-purpose vehicle) produced by Japanese carmakerappliance Nissan, introduced in 1998. 96 TIM STOCK
  95. 95. source: you won’t need a the Institute of Electrical and Electronics Engineers (IEEE) recently released driver’s license in predictions that autonomous cars will account for up to 75 percent of the future vehicles on the road by the year 2040. 97 TIM STOCK
  96. 96. car companies Hondas smartphone app monitors the patternsintegrating of a drivers acceleration and deceleration over time and then predicts if a certain pattern, such astechnology heavy braking, is likely to cause a traffic jam. 98 TIM STOCK
  97. 97. as wealth moves back intocars integrated as major cities so comehome decor transformational concepts that combine utility and peacocking. 99 TIM STOCK
  98. 98. Gucci Interior for Fiat Celine 2011/2012 runway show car brands such as Fiat and Range cars and fashion find Rover integrate fashion into interiors while fashion designers like inspirational synergies Phoebe Philo for Celine find their inspiration from car interiors. 100 TIM STOCK
  99. 99. CONCEPTS IN EXPERIENCECONCEPTS IN FOODVENDING MACHINESMOBILITY IN EATING the meaning of food as rite of passage. casual eating out food as lifestyle. third place. 101 TIM STOCK
  100. 100. In the 1940’s the first McDonalds restaurant opens on Route 66. McDonald’s invents thefaster & "Speedee Service System".cheaper food New cheap food sources allow youth to disconnect from home 102 TIM STOCK
  101. 101. food today our fears coupled with the empowerment of personalbecomes a computers in out pockets changes thedata story information expectation about our food. 103 TIM STOCK
  102. 102. Pret-a-Manger borrowed its name from fashioncraft and focused on gourmet, ready-to-eat foodmainstreaming which was inspired by the traiteurs of Paris (reference to French culinary guild tradition) 104 TIM STOCK
  103. 103. there are at least 100 restaurants thatcrowdsourced and are running or have run campaigns on Kickstarter in the US. In Brooklyn, thetemporary concepts DUB Pies Food Truck project exceeded its fundraising goal by over $5,000. 105 TIM STOCK
  104. 104. new concepts the Cupcake ATM machine looks a lotcombine technology like an ATM, except it dispenses cupcakes, not cash.and craft 106 TIM STOCK
  105. 105. OFFICE SPACE DESIGNOFFICE MACHINESOFFICE FURNITUREBUSINESS APPAREL the meaning of the division of space defines cultural frameworks for gender and class. the the office ritual of work reflects broader social trends. 107 TIM STOCK
  106. 106. the 3 martini lunch the three-martini lunch was a term usedaffirms old boy to describe a leisurely, indulgent lunch enjoyed by business executives tonetworks network and charge as an expense. 108 TIM STOCK
  107. 107. Photo by Guido Vitt via Men’s Journal according to the American Society of how we use Plastic Surgeons (ASPS), nearly 12 our lunch hour million minimally invasive procedures were performed last year. 109 TIM STOCK
  108. 108. Unilever, has adopted an expansive workplacenew space philosophy known as Agile Working - otherwiseconcepts known as work from anywhere, whenever you want, as long as you get your work done. 110 TIM STOCK
  109. 109. AIRPORT TERMINAL DESIGNAIRLINE SEATING DESIGNAIRLINE FOODAIRLINE SERVICE DESIGN the meaning of from glamour to a painful process of air travel unpacking and disorienting us. 111 TIM STOCK
  110. 110. at its peak in the late 1960s and early 1970s,an era of airline Pan Am advertised under the slogan, theelegance "Worlds Most Experienced Airline". It carried 6.7 million passengers in 1966. 112 TIM STOCK
  111. 111. airline meals by the 1960s airline begin using mass catering companies to fulfill their meal servicestandardize creating a standard similar to TV dinners. 113 TIM STOCK
  112. 112. the new post 9/11 measures impact on our awareness of privacy on ouraesthetics of personal lives as well as our emotionaltransparency relationship to the concept of travel. 114 TIM STOCK
  113. 113. ziploc and the a new ‘normal’ was being adopted whennew aesthetics it came to air travel. the ban on liquids, as well as medications, baby formula, andof transparency breast milk for any item larger than 3 oz. 115 TIM STOCK
  114. 114. HOTEL/MOTEL CONCEPTSROOM DESIGN AND FURNITUREROOM FEATURESFOOD AND ENTERTAINMENT the meaning of a new mobile consumer propels a market for destination travel with new concepts in motels/hotels design to take home. 116 TIM STOCK
  115. 115. the motel as cars fuel a new economy in leisure travel.standardized home away from home - but with many amenities that fuel aspiration such asdestination swimming pools and eating rituals. 117 TIM STOCK
  116. 116. new concepts like ...a site which hunts down the sources of accessories adorning rooms in some ofdiscover & deliver the world’s luxury hotels and delivers them to customers’ doors. 118 TIM STOCK
  117. 117. the motel postcard fadesinto retro history 119 TIM STOCK
  118. 118. IKEA, Marriott plan their target guest is the rapidly emergingchain of stylish millennial traveler which Marriott hopes to woo with “contemporary stylish design,”budget hotels eco-friendly elements and free Wi-Fi. 120 TIM STOCK
  119. 119. Workshop next week in i403 121 TIM STOCK