Say Cheese!? - Does Dutch Design equal Emotional Design?

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'Dutch Design Beyond Design' - The unique characteristics of Dutch Design make it a perfect foundation for 'Emotional Design'.

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Say Cheese!? - Does Dutch Design equal Emotional Design?

  1. 1. Say Cheese? Does Dutch Design equal Emotional Design?Marco van Hout Bathroom Mania - design Meike van Schijndel
  2. 2. Twitter: @demaderawww.design-emotion.comwww.susagroup.com Emotional design Experience design Tools & Methods Strategies/ ideation Teaching/ workshops Not design itself
  3. 3. ProductsWebServices Bic, Energizer, Decathlon, Fidelity, KLM, Lenovo, Mars, Microsoft, Toyota, Unilever, Wilkinson....
  4. 4. We are here... to talk about Dutch Design beyond Design
  5. 5. We are here... to talk about Dutch Design beyond DesignLet me start with my first personal encounter with ‘Dutch Design’
  6. 6. Mam
  7. 7. On the DutchA lot has been said about Dutch characteristics and their influence on Dutch Design
  8. 8. Natural geography Force for structure and efficiencyDensity Design own environmentCalvinistic background Modest, honest, simple and practicalSubsidies Freedom to experiment without commercial pressureOpen culture Influences from outside, inside out view and openness
  9. 9. A list of my own: with a little wink
  10. 10. The Netherlands is indeed... flat
  11. 11. Dutch are the tallest
  12. 12. Dutch celebrate birthdays sitting down in circles
  13. 13. Dutch ride bikes
  14. 14. Dutch keep curtains open at night
  15. 15. Dutch like to discuss and debate
  16. 16. until it ends up in...complaining, protesting, objecting and appealing
  17. 17. Best things the Dutch brought to the world? “Beer, cheese and New York... in that order” - anonymous from US
  18. 18. On Design
  19. 19. People love to design and redesign Photo credits: http://www.sxc.hu/pro le/brittahaal
  20. 20. “Our current age sees everything as an object of manufacture,as something which can be got hold of and improved, oraltered, to produce better or more effective outcomes.” (Laurence Paul Hemming) Photo credits: Brankopopvicblog
  21. 21. We don’t design for the sake of designing, we design for a purpose To meet a need (in a new way, in a better way) To achieve a goal To make a statement Photo credits: http://www.sxc.hu/pro le/jeinny
  22. 22. Design as guilty party“There are more professions more harmful than industrial design- but only very few” (Victor Papanek, 1984) Photo credits: Hasse / Tweakers.net
  23. 23. TrueDecisions that affect future environmental impact are often made in the design phase Photo credits: http://www.ronpatrickstuff.com/
  24. 24. But...Decisions that affect future environmental impact are often made in the design phase! Photo credits: W.I.K. and me
  25. 25. On Design In a changing world
  26. 26. “Events, threats and opportunities aren’t just coming atus faster or with less predictability... Photo credits: http://www. ickr.com/photos/sierragoddess/
  27. 27. ...they are converging and influencing each other to create entirely new situations.These first-of-their-kind developmentsrequire unprecedented degrees of creativity. (Capatilising on Complexity / 2010 IBM CEO study) Photo credits: http://www. ickr.com/photos/sierragoddess/
  28. 28. It’s design’s time to shine in a challenging world Photo credits:http://www.sxc.hu/pro le/shadowkill
  29. 29. Today, integration, rather than raw technology,has become the pressing problem of our world. This is what designers, above all else, are good at. (Belinda Lanks - Fast Company) Photo credits: Takeoka Mini Car Products Co Ltd
  30. 30. Emotional design can assist designers tofacilitate this integration... ... as it puts people before technology
  31. 31. On Emotional Design
  32. 32. Emotions, enrich, guide and ennoble lifeThey play a vital role in how we understandour environment, learn and behave
  33. 33. All design is emotional...intended, or unintended. It evokes an emotional response
  34. 34. Emotional design is to design a product orservice with the intention to evoke predefined Photo credits: Sexy urinalemotions, be it positive...
  35. 35. ... or negative. “Negative emotions can enrich an experience” Steven Fokkinga (2010)
  36. 36. Designers have always been doing these things, butimplicitly. They were known for designing the thing, object or product, but in fact they were also designing the product as a host or as an initiator or inspiration to an experience.
  37. 37. “Nowadays, you end up designing for the wholeexperience over much longer periods of time... ... the full love affair, rather than just the initial cup of tea” Steven Kyffin (2006)
  38. 38. Emotional design can create the connectionwith a product that is needed... ... to make it more sustainable. Also read about ‘affective sustainability’ by Kristina Börjesson
  39. 39. “Great design (thinking) results in functio-nally and emotionally satisfying solutions /experiences where the emotional value isgenerated through the creation of meaning” (Tim Brown) Photo credits: Whirlwind Wheelchair
  40. 40. with a little winkBack to the Dutch why mention these generalities earlier on?
  41. 41. They partly explain why The Netherlands, in my opinion, is so prominent in the field of ‘emotional design’the Design & Emotion Society raises issuesand facilitates dialogue among practitioners, researchers, andindustry in order to integrate salient themes of emotionalexperience into the design profession.www.designandemotion.org
  42. 42. Dutch like conversations Interaction is a goal in itselfThere is an openness to facilitate the conversation
  43. 43. ‘What seems unique to Dutch design is a passionateconcern for engaging the user emotionally andintellectually. It is, in fact, this concern for human interaction which makes much of Dutch design so engaging. Emily Pilloton (2006)
  44. 44. “Dutch communicate easily, are pretty straight-forward, tolerant and still, quite democratic.We understand the necessity to build a consensusand are not very authoritarian in doing so.” Laurens van den Acker (2008)
  45. 45. “Dutch do not talk much about sustainability, in fact,it only seems that way because we are so cheap!”
  46. 46. Our global outlook that has been around for centuries......makes it hard for us not to think of a global effectof our creations and the effect on people... Photo credits: http://www.sxc.hu/pro le/guitargoa
  47. 47. Emotional (Dutch) Design So how is Dutch Design Emotional Design?
  48. 48. Honest & OpenHuman - centeredPractical, conversationalExperimentalEngaging and meaningful Dutch Design = Emotional Design which means it goes ‘beyond design’
  49. 49. Thank you marco.vanhout@susagroup.com Twitter: @demadera www.susagroup.com

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