The document discusses the emergence and effects of planned obsolescence through aesthetic or superficial changes to products. It highlights how aesthetic obsolescence originated in the 1930s with automobile "streamlining" and increased yearly style changes. This fueled mass consumerism and rapid product replacement in the 1950s. A case study of the mobile phone industry illustrates how aesthetic re-styling extends to technology products and drives the need for frequent updates. The document concludes that aesthetic obsolescence has reached critical levels environmentally and that solutions require balancing consumer desires for the latest styles with more sustainable practices.

1. EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006 Planned Obsolescence: Aesthetic over Functional The Emergence, Effects and Ethics Jonathan French BSc Product Design, School of Design, Engineering and Computing, Bournemouth University

2. EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006 Contents Introduction Aims and Objectives Emergence of Aesthetic Obsolescence Effects: The Disposable Society Case Study: The Mobile Phone Ethics: Sustainable Issues Conclusions

3. EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006 Product obsolete in defined time frame Technical, functional and aesthetic What is Planned Obsolescence? Aesthetic - concerned with visual form Alteration of superficial characteristics of a product to create a new model Previous undesirable , rendering it obsolete Cycle of fashion aided by marketing Still performs primary function

4. EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006 Aims and Objectives Highlight and further define aesthetic element to planned obsolescence Put into context by investigating its emergence and effects in 20 th Century Case Study - illustrate modern exploitation of aesthetic obsolescence Find an ethically sound route for aesthetic obsolescence Right direction for sustainable products

5. The Emergence: Aesthetic Obsolescence EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006 Concept born out of The Depression, “ Streamlining ”, and Industrial Design 1930s “ Streamlining ” in cars Inspiration aerodynamic form Redesign of external form - make more successful Yearly style advances - marketing weapon Visual Image compared more than function Rejection – Citroen 2CV and VW Beetle

6. EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006 The Effects: The Disposable Society Destruction and replacement of products became pleasurable and social act Advertising and marketing – sparked mass-commercialism in 1950s New model - “ as new oneself ” Rising economic prosperity Consumer backlash - function over aesthetic More durable products

7. Case Study - Mobile Phones EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006 Highly competitive - 1 billion sales by 2009 Re-styling - similar to “Streamlining” Guarantee repeat sales Nokia - 1920s Art Deco Style “ Fashion range” - aesthetic over function Snap fit covers - customisation - extended product life Current - non-customisable - regain control Vodafone - Vending machines Monthly model change - latest style Delivery - similar to soft drinks and confectionery Exaggerated form of obsolescence

8. Ethics: Sustainable Issues EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006 Aesthetic Obsolescence - Critical level Environmental Impact Obsolescence = Waste Solution = Affordable + Attractive + Sustainable Materials - bio, recyclable Processing - energy efficient - renewable energy Brands + media - educate consumer

9. EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006 Aesthetic Obsolescence – over consumption + commitment to fashion Highly competitive product fields Marketing – brands make public aware Trends + attitudes - must address sustainability Always demand for changing style Solution - style changes + sustainability Conclusions

10. EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006 End of Presentation