A Metaphorical Design Method forSustainable LifestyleHung-Hsiang WangGraduate Institute of Innovation & DesignNational Tai...
Introduction Towards A Sustainable Lifestyle?                                    2
IntroductionSustainability is conventionally thought tobe conducted by a consumer who thinksahead and tempers his or her d...
Introduction   “There are professions more harmful than industrial design, but only a very few of them.…Today, industrial ...
IntroductionVictor Papanek’s Solution:The tin can radio receiver for the Third WorldSource: Victor Papanek, Design for the...
Introduction“I read this 1971 book in designschool and it convinced me thatdesign had a higher purposethan simply creating...
Related Works Design for Sustainable Lifestyle?                                     7
Related WorksSustainable Consumption by Design• minimizing natural resources• consuming greener products• rethinking the s...
Related WorksRethinking the social and cultural functionof material consumption is likely to beoverlooked.                ...
Related WorksThe role of the designer in developing asustainable society is not simply to createsustainable products, but ...
Related WorksConsumer behavior for sustainablelifestyle does not require sacrificingpersonal pleasure. …Corporations should...
Design ExampleHow to Design Pleasurable Products forRethinking Material Consumption?                                      ...
Design ExampleA Design of LED Desk Lamp with aMetaphor of Taiwanese Aboriginal Myths                                      ...
Design BriefDesigning a table lamp with the followingfeatures:•   Inspiring users’ reflections on material consumption•   ...
Design Method  A metaphorical design based on  Conceptual Blending Theory                                   15
Design MethodMetaphorical Design is• Introducing A (target) by relating A to B (source), or  Creating C by blending A and ...
Design MethodConceptual Blending is• A dynamic process that occurs at the moment of  perception to create new meanings fro...
Design MethodFour types of integration networks• Simplex: input 1 consists of a frame and input 2  consists of specific el...
INPUT 2                Element, Relation     Element, Relation                Simplex: No R, R+E     Mirror: R=R, E+E     ...
Design MethodSimplex        Mirror   Single-Scope   Double-Scope                                                20
Optimality Principles 1/3   Integration: The scenario in the blended space    should be a well-integrated scene.   Web: ...
Optimality Principles 2/3   Topology: Relations in the blended space should    match the relation of their counterparts i...
Optimality Principles 3/3   Distance: the target and source concepts need to    come from semantically distant semantic d...
Design MethodDouble-Scope blending can resolve clashesbetween inputs that differ fundamentally incontent (elements) and to...
ExemplarExcalibur toilet brush, Source:          An example of Excalibur, Source:http://designmatcher.com/nl/images/obj   ...
Exemplar           26
Sustainability in Taiwan Culture      Taiwanese aborigines myth of shooting the      sun:      • The topic of shooting the...
Sustainability in Taiwan Culture  Thao tribe’s sun-shooting   myth Is highly distinctive    from the perspective of       ...
Sustainability in Taiwan Culture      In ancient times there was a huge sun in the sky      without the moon. The sunshine...
Design ProcessThe design process is described as thefollowing:• Representing the input and generic spaces• Using Double-Sc...
Design Process                 31
Results          」              弋燈   yii lamp              弋,為古代弓的甲骨文演化而來,意為狩獵之事。              以台灣原住民傳說:射日的神話為發想。將結合LED、光纖...
Results          33
Holding bow as a three-mode switch. String shining for the fir                   Four strings as night light for the secon...
ResultsEvaluation by questionnaires with 36 participants(the highest point=5)•  The average of comments on the lamp are la...
Summary•   Introduction of a metaphorical design method using    conceptual blending theory to developing products    that...
Upcoming SlideShare
Loading in …5
×

Design by Conceptual Blending

1,248 views

Published on

How to design a creative product not only meeting the green principles, but also invoking the user's awareness on green consumption? Design by Blending could be an answer.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,248
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
20
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Design by Conceptual Blending

  1. 1. A Metaphorical Design Method forSustainable LifestyleHung-Hsiang WangGraduate Institute of Innovation & DesignNational Taipei University of TechnologyTaipei, Taiwan, ROC 1
  2. 2. Introduction Towards A Sustainable Lifestyle? 2
  3. 3. IntroductionSustainability is conventionally thought tobe conducted by a consumer who thinksahead and tempers his or her desires bysocial awareness, and must occasionallybe prepared to sacrifice personalpleasure to communal well-being. (Gabriel and Lang, 1995) 3
  4. 4. Introduction “There are professions more harmful than industrial design, but only a very few of them.…Today, industrial design has put murder on a mass-production basis.” Preface to “Design for the Real World” by Victor Papanek 1963-1971 Source: http://en.wikipedia.org/wiki/File:Victor_Papanek.jpg 4
  5. 5. IntroductionVictor Papanek’s Solution:The tin can radio receiver for the Third WorldSource: Victor Papanek, Design for the Real World. Academy Chicago Publishers, 2nd edition.p. 225 5
  6. 6. Introduction“I read this 1971 book in designschool and it convinced me thatdesign had a higher purposethan simply creating the latestconsumer product.” Book List by Tim Brown, CEO of IDEO design consultancy Source: http://www.designersandbooks.com/designer/booklist/tim-brown Cover of first English edition of Design for the Real World published by Pantheon Books, New York, 1971. Photographer: Al Surrat. Source: Fineder M , Geisler T J Design Hist 2010;23:99- 106 6
  7. 7. Related Works Design for Sustainable Lifestyle? 7
  8. 8. Related WorksSustainable Consumption by Design• minimizing natural resources• consuming greener products• rethinking the social and cultural function of material consumption and affluence (Black and Cherrier, 2010). 8
  9. 9. Related WorksRethinking the social and cultural functionof material consumption is likely to beoverlooked. (Wells, 1993) 9
  10. 10. Related WorksThe role of the designer in developing asustainable society is not simply to createsustainable products, but rather toenvision products, processes, andservices that encourage widespreadsustainable behavior. (Stegall, 2006) 10
  11. 11. Related WorksConsumer behavior for sustainablelifestyle does not require sacrificingpersonal pleasure. …Corporations should also focus on theself-interested notions oftaste, durability, quality, value or positiveemotions. (Black and Cherrier, 2010) 11
  12. 12. Design ExampleHow to Design Pleasurable Products forRethinking Material Consumption? 12
  13. 13. Design ExampleA Design of LED Desk Lamp with aMetaphor of Taiwanese Aboriginal Myths 13
  14. 14. Design BriefDesigning a table lamp with the followingfeatures:• Inspiring users’ reflections on material consumption• Without sacrificing personal pleasure• Representing sustainable ethics in Taiwan culture• Energy-saving 14
  15. 15. Design Method A metaphorical design based on Conceptual Blending Theory 15
  16. 16. Design MethodMetaphorical Design is• Introducing A (target) by relating A to B (source), or Creating C by blending A and B in a certain way• Useful for designing pleasurable products for evoking users’ reflection 16
  17. 17. Design MethodConceptual Blending is• A dynamic process that occurs at the moment of perception to create new meanings from existing ways of thinking• Composed of four mental spaces: two partially matched input spaces, a generic space constituted by structure common to the input spaces, and the blended space (Fauconnier and Turner, 2002) 17
  18. 18. Design MethodFour types of integration networks• Simplex: input 1 consists of a frame and input 2 consists of specific elements (A frame is a conventional and schematic organization of knowledge elements)• Mirror: a common organizing frame is shared by both spaces in the network• Single-Scope: the organizing frames of the inputs are different, and the blend inherits only one of those frames• Double-Scope: essential frame and identity properties are brought in from both inputs (Fauconnier and Turner, 1998) 18
  19. 19. INPUT 2 Element, Relation Element, Relation Simplex: No R, R+E Mirror: R=R, E+E E,RINPUT 1 Single-Scope: R≠R, Double-Scope: R≠R, R+E or R+E R+R, E+E E,R
  20. 20. Design MethodSimplex Mirror Single-Scope Double-Scope 20
  21. 21. Optimality Principles 1/3  Integration: The scenario in the blended space should be a well-integrated scene.  Web: Tight connections between the blended space and the input spaces should be maintained. For example, the selective projection should represent the relationship between an event in one of the input spaces and a corresponding event in the blended space.  Unpacking: Given a blended space, it should be easy for the interpreter to reconstruct the input spaces and the network of connections. 21
  22. 22. Optimality Principles 2/3  Topology: Relations in the blended space should match the relation of their counterparts in the inputs.  Good Reason: If an element appears in the blended space, it should have meaning; the interpreter should create pressure to attribute significance to elements in the blended space.  Metonymic tightening: When metonymically related relations are projected into the metaphorical blend, the interpreter should create pressure to compress the distance between them. 22
  23. 23. Optimality Principles 3/3  Distance: the target and source concepts need to come from semantically distant semantic domains.  Concreteness: the source concept compared to the target is sufficiently concrete (rather than abstract) to be understood and manipulated. 23
  24. 24. Design MethodDouble-Scope blending can resolve clashesbetween inputs that differ fundamentally incontent (elements) and topology (frame); thisis a powerful source of human creativity. (Fauconnier and Turner, 1998) 24
  25. 25. ExemplarExcalibur toilet brush, Source: An example of Excalibur, Source:http://designmatcher.com/nl/images/obj http://media.listingstogo.com/users/Johects/10856.jpg nDonohue549/Image/ExcaliburPhoto% 281%29.jpg 25
  26. 26. Exemplar 26
  27. 27. Sustainability in Taiwan Culture Taiwanese aborigines myth of shooting the sun: • The topic of shooting the sun can be found in most myths of Taiwanese indigenous tribes, such as Amis, Atayal, Bunun, Rukai, Tsou, Saisiyat, and Thao. • These myths share the sustainable ethics of co- existence with the great nature in a harmony way, rather than in a conquering way (Liu, 2004; Zhu, 2008) 27
  28. 28. Sustainability in Taiwan Culture Thao tribe’s sun-shooting myth Is highly distinctive from the perspective of sustainability. A Thao hunter (Source: http://en.wikipedia.org/wiki/File:Er_nd_3014_Thao.jpg ) 28
  29. 29. Sustainability in Taiwan Culture In ancient times there was a huge sun in the sky without the moon. The sunshine burned everything, making people suffer from the prolonged drought. A hero of the Thao tribe devoted himself to this severe challenge. His solution was to shoot the sun into two parts. The bigger part of the sun became a milder sun rising in daytime, whereas the smaller one became a feminine moon appearing at night. Thus, the natural environment became much friendlier and more energetic than ever before. (Council of Indigenous Peoples, 2012) 29
  30. 30. Design ProcessThe design process is described as thefollowing:• Representing the input and generic spaces• Using Double-Scope blending to construct the integration network• Transform the scenario in the blended space into the specification of the metaphorical design.• Conceptualize and visualize the metaphorical design• Evaluating the users’ reflections on sustainability when seeing/using the design 30
  31. 31. Design Process 31
  32. 32. Results 」 弋燈 yii lamp 弋,為古代弓的甲骨文演化而來,意為狩獵之事。 以台灣原住民傳說:射日的神話為發想。將結合LED、光纖材 料與竹材作為燈具材料並以隱喻的手法設計一台灣文化精 品。太陽為光亮照明的代表,類比為燈光供給人類閱讀。 32
  33. 33. Results 33
  34. 34. Holding bow as a three-mode switch. String shining for the fir Four strings as night light for the second mode. Main light as the third mode.Scenario First draw for top lighting Third Draw for the both Second draw for ambient lighting Draw the String 34
  35. 35. ResultsEvaluation by questionnaires with 36 participants(the highest point=5)• The average of comments on the lamp are largely high in pleasure (4.1), metaphor (3.9), and sustainability (3.7)• 24 (66.7%) participants thought it is the lighting control by drawing the string of bow and the upper half bow shape that makes the lamp pleasurable• 24 (66.7%) participants expressed that the metaphor quality of the lamp is rather high because of the metaphor of the bamboo bow• 21 (58.3%) participants considered the reflections on sustainability when using the lamp is significant 35
  36. 36. Summary• Introduction of a metaphorical design method using conceptual blending theory to developing products that can inspire the sustainable lifestyle into the users.• A table lamp design is used as an example to test the method, by double-scope blending of the frame of bamboo bow in Thao’s sun-shooting myth and the typical LED table lamp.• The lamp designed is seen as a pleasurable metaphorical product for the user’s reflections on sustainability, though further formal assessment is required. 36

×