Strategies for Aesthetic Consistency and Continuity
By Sarang S Ganoo Industrial and Strategic Design | Department of Design School of Art, Design and Architecture Aalto University Supervised by Prof.Peter McGrory
Lead us from Untruth to truth, from Darkness to Light, from Death to Immortality. Om peace, peace, peace
Contents
6 Abstract
19 Chapter 1: Inspiration 21 2. Kikkoman Soy Sauce Bottle
9
1. Brief Thesis outline
21
2.1 Kikkoman bottle
10
1.1 Background
23
2.2 Kenji Ekuan’s philosophy
11
1.2 Endurance
23
2.2.1 Aesthetics of Japanese lunch box
12
1.2.1 Existing strategies for making long-
23
The aesthetics of lunch box has ten main
lasting products
principles
13
1.2.2 Obsolescence
26
2.3 Aesthetics of Soy Sauce + bottle
14
1.3 Aesthetics
27
2.3.1 Aesthetics of Soy Sauce
16
1.4 Scope
29
2.3.2 Aesthetics of soy sauce bottle
16
1.5 Methodology and Objectives
34 Conclusion
17
1.6 Choices for the case study
37 3 Muji CD player
brand
37
3.1. Background of Muji
63
4.5.1 Focus on Sustainability
38
3.1.1 Philosophy/vision of MUJI
63
4.5.2 Systemic thinking
39
3.1.2 Communication of Muji’s vision
64
4.5.3 Promoting Reuse
through products and stores
65
4.5.4 Economical benefits of the use of
44 44
3.2 The Muji vision communicated
through Audio Series
consistency
3.2.1 Designer’s philosophy aligning with Business philosophy
47
Strategies for aesthetic continuity and 65
4.5.5 General benefits and disadvantages for business
66 Conclusion
3.3.1 Communication of Muji’s vision to the society
49 Conclusion
69 5. Apple and iPad
51 4. Vitsoe 606 shelving system: 51
4.1. Vitsoe the company
52
4.2. The philosophy of the Vitsoe: Live
better, with less that lasts Longer 52
69
5.1 History of Apple computers
69
5.1.2 Basic philosophy behind Apple
Computers 70
5.2 Philosophies dictating design
approaches
4.3 Manifestation of Vitsoe Ethos in 606
70
5.2.1 Snow White’s consistent approach
shelving system
71
5.2.2 Consistency in look and feel of
52
4.3.1 Design as part of larger system
55
4.3.2 The orderliness and proportion
57
4.3.3 Evolution of the Shelves
59
4.4. Manifestation of ethos of Vitsoe in
73
service 60
4.4.1 The three steps to place an order
62
4.4.2 Behavioural understanding of
Consuming Less 62
Behavioural Design in the Service
63
4.5. Manifestation of ethos of Vitsoe in a
Snow white 5.2.3 A consistency through a new design language 77
5.2.4 Mobile Computing | Digital Age
78
5.2.5 The philosophy of less style, more
humanity 78
5.3 Technological influences on Apple products over time
79
5.3.1 Evolution of products to create
platforms
85
5.3.2 iPad
118 7.2 Functional Aesthetics
88
5.4 Service and System
118 7.3.1 Key observations
91 Conclusion:
118 7.3.2 Actionable Insight 119 7.3.3 Idea
93 6. Strategy for Aesthetic consistency and continuity 95 6.1 Design as part of a large system 97 6.2 Unifying Elements 99 6.3 Functional Aesthetics 101 6.4 Multiplicity 103 6.5 Adaptability
126 7.3.4 Benefits for the customers
105 Chapter 2: Exploration 107 7. Strategic Ideas for ‘Aesthetic Consistencies and Continuity’
132 7.5 Adaptability
128 7.4 Multiplicity 128 7.4.1 Key observation: 128 7.4.2 Actionable insight: 128 7.4.3 Idea 129 7.4.4 Benefits for the customers 130 7.4.5 Proposal for further investigation
132 7.5.1 Observation: 132 7.5.2 Actionable insight 132 7.5.3 Idea
110 7.1 Design as part of a large system
134 7.5.4 Benefits for Users 134 7.3.5 Proposal for further investigation
110 7.1.1 Key observation 111
7.1.2 Actionable Insight
137 8. Conclusion
111
7.1.3 Idea
137 Thesis objective
112 7.1.4 Benefits for the customers
137 Review of methodology 138 Research Findings 139 Research result assessment
114 7.2 Unifying elements
145 Discussion
110 7.1.1 Key observation
147 Works Cited
116 7.2.4 Benefits for the users
149 Appendix 1 153 Appendix 2:
vi
vii
Abstract
One of the most important aspects
However, very few strategies actually
of longevity in design is how a designed
focus on consistent and continuous look
object (Physical and non-physical) looks,
and feel of their product, and familiar
feels and how it interacts with the
interactivity, an use experience, as
user over a period of time. Rationale
means of enduring the life of a product
of aesthetics in a designed object
or product family. The latter part of the
strips down to the essential elements
thesis work explored through case studies
of an object form, colour, material
of four different products that seem to
and construction. Businesses who
have established a certain consistency
strategically take advantage of design
and continuity in their aesthetics
more tend to have a higher degree of
over a prolonged period of time. The
consistency and continuity in their
objective of this thesis was to find out
aesthetics and they sustainably benefit
if a certain degree of consistency and
from it.
continuity could prove to be strategically
Existing strategies which outline
significant. The knowledge gained
different physical aspects of the long
through these case studies was distilled
lastingness in products take aesthetics
into a five point framework which
as one of the elements influencing long
summarises the research results.
lastingness.
6
The exploration part was an essential step in testing utility of the designed framework. The five point framework was used in creating strategic concepts of a consumer electronic device (tablet) for small-medium scale grocery retailers. Design solutions recommended in the work could not be verified because of the time constrain. To limit the scope of the thesis, branding and communication aspects which include advertisements, video, web, and mobile application communications were excluded from the thesis. Similarly, retail channels, store designs were kept out of the scope of this thesis work.
7
Background Research
Chapter 1 | Inspiration Case studies Four questions
Kikkoman Soy Sauce Bottle
Muji and CD player
Vitsoe 606 shelving system
Aesthetic Consistency and Continuity Framework
Chapter 2 | Exploration Ideas for tablet computer
Figure 1
8
Apple and iPad
1. Brief Thesis outline
After describing the studies on
summarised in key statements. This can
strategies for longevity and aesthetics in
be called as a framework for ‘Aesthetic
the background, four key steps through
consistency and continuity’.
which case studies have been carried
In the exploration chapter two, the
out were defined. The entire thesis was
framework of ‘Aesthetic consistency
outlined in two major chapters. The first
and continuity’ was applied to create
chapter is the inspiration chapter and
strategic ideas for touch device for
second is exploration.
Indian market. For the purpose of this
The inspiration chapter one includes
exploration study, a quantitative research
four different case studies of products.
was conducted using a strategic tool
The aim of this inspiration chapter was
from designaffairs GmbH which helped
to generate a cohesive understanding of
defining key elements in the tablet
strategic merits of aesthetic consistency
computer category which influence
in look and feel of the product and the
the holistic user experience of it. After
continuity in interactive behaviour in
identifying these key elements, design
products. These case studies were carried
suggestions were developed according to
through the four steps which were
the relevance of the framework.
defined in the background research. The result of the inspiration chapter was
The inspiration chapter is a comprehensive study of the chosen
9
product/businesses while the exploration
attachment (Chapman, 2009) and
chapter is a brief design exercise
aesthetic decisions implying longevity
meant to be open ended and not a
of products. There are also challenges
comprehensive design solution for
in business practices regarding long
‘Re-designing Tablet Devices for Indian
lastingness of products which cover
market’.
micro and macro level sub-topics. These are related to marketing, financing and
1.1 Background
making profit from such long-lasting
The topic of long lastingness of
products to name a few. The aesthetics of
products, their life cycle, state of
product is one of the key elements in the
industrial society, finite resources and
life cycle of any mass produced object
ever growing consumerism have been
which as a designer I am very much
discussed and debated for long time.
interested in.
My interest, however, lies in the topic
Traditionally the topic of aesthetics
of longevity of mass produced products.
has been dealt with a conservative mind
The longevity of products has many
seeing it as just a styling and shaping
dimensions. The sub-topics of long
exercise. Otl Aicher articulates, “If a
lastingness in product, range from a
business develops a product or can offer
macro level to micro level. As public
a service, in the end a designer is called
policies, law and regulations regarding
in to make the thing look more beautiful.
product lifecycle pose an important
But any business which is design
challenge at macro level; micro level
conscious and is aware that design is
challenges include designing for
more than just making things beautiful,
longevity, materials and process, reuse
and at the same time also is aware that
and use of products. Moreover, they also
its own design is an element in general
include designing for physical durability
design development, profits from it.” (The
through materials and technology as well
world as design, 1991, p. 150). Hence
1
as emotional durability through product
to learn from existing products and companies who are design conscious, this
10
1. Users feel strong emotional connection with the product due to the information it contains, service it provides and meaning it conveys.
2.Endurance:
thesis work examines the consistency and
that we are creating. Unsustainable
continuity in its aesthetics over a period
patterns across industrialized world are
of time and its merits and de-merits in
creating throwaway culture which has
existing products. The term ‘Aesthetic
to be challenged (Cooper, 2010) . To
consistency and continuity’ in this thesis
challenge this throwaway culture, one of
has been used in a broader sense . The
many ways is to make products durable.
3. Longevity:
term comprises of the strategic approach
The endurance of the product depends
duration of service.
of integration visual appearace, sensory
largely on how durable the product is.
feeling and interactive behaviour of
Product Durability is ability of product
designed artefact in the business at
to perform its required function over a
product and its experience level.
lengthy period under normal conditions
To understand the relevance of the
of use without excessive expenditure on
topic, briefly current strategies dealing
maintenance or repair (Cooper, 2010).
with endurance2, longevity3 were
People across the world are consuming
examined. Similarly existing literature
more and more products. They are
about aesthetics4 was also examined.
acquiring newer products discarding
Through this understanding of the topic
their old ones at an everlasting pace.
set of questions were created. These
The industries which make these
set of questions were then used to
products demand an excessive fast
study each product which was chosen
throughput of resources and energy
as a case study. This is done using
and hence their consumption patterns
an iterative process of studying these
are widely considered un-sustainable.
specific products for an evidence of
People buy more products hence more
any consistency and continuity in their
products are produced and Vice-versa.
aesthetics.
The ever growing consumer demand
the capacity of something to last or to withstand wear and tear (Oxfod Dictionary)
4. In this thesis, Aesthetics always refers to product’s looks (visual appearance), feels (sensory feeling) and behaviour (interactive behaviour).
pushes industries to produce at an ever
1.2 Endurance The world is getting more aware of the environmental impact of the products
growing speed. This badly affects natural resources and environment, creating a throwaway culture.
11
There are two major persistent views which need to be considered while judging the impact of the existing
1. Design for reliability and robustness: ‘Design for reliability and robustness’
solutions on aesthetics of product.
as name suggests, products have to be
First view focuses on the reduction in
designed to be reliable and robust to
the use of finite natural resources and
avoid malfunctioning at the time of use.
hence increasing products life span. The second view deals with planned
2. Design for repair and maintenance:
obsolescence. It used to be argued
Similarly, products have to be easy
in the past, the planned obsolesce is
to repair and maintain over time. While
the key to growth for a country; it is
designing these products, repair and
an engine of technological progress
maintenance have to be kept in mind for
(FISHMAN, GANDAL, & SHY, 1993). It
better life span of the products.
avoids economic recession and advances a country technologically (Cooper, 2010,
3. Design for upgradeability:
p. 55).
This deals with the upgrade of the same products through replacing
1.2.1 Existing strategies for making
components of a product to keep it
long-lasting products
performing the desired function in
There are various existing strategies
a much better manner. This leads to
and papers which outline the physical
longer use of the product as well as an
attributes of the long lasting products.
increased attachment of product with
Nicole van Nes (2009, p. 123) outlines
the user.
the strategies for longevity. This set of design strategies which
4. Design for product attachment:
were developed by Nicole van Nes with a
This deals with the emotional bond
collaboration with a design agency STIO Industrial Design are
12
between the user and the product.
5. Design for variability
better or not. In perticular whether
Option for ‘Variability’ is also an
it influences the way it interacts and
important strategy which focuses on
behaves as well as the way it feels and
rearrangement of the components of
looks to the user.
Technology
products in such a way that creates a new interest in the product. Nicole van Nes (2009) gives an appropriate example
1.2.2 Obsolescence: An article ‘Re-evaluating obsolescence
of a furniture pieces rearranged in a
and planning for it’ by Brian Burns
room to look new.
(2009) explains about four ways by
Except ‘Design for product attachment’, remaining strategies are mainly developed to help product design
which products become obsolete. ‘Social, Technological, Economic and Aesthetic’. Social mode of obsolescence mainly
teams while designing objects. The
deals with fads and social response of
focus of these strategies is to underline
people to a certain event over a long
the physical attributes which influence
period of time. So a product becomes
the long lastingness of the product.
obsolete when the social relevance of
Though these strategies are just a set of
that product fades away.
guidelines, for purpose of case studies in
Technological obsolescence can be
the thesis, these are highlighted wherever
seen everywhere in electronic products
they are applicable to the case study.
primarily because of the availability of
Design for upgradability, variability,
the newest technology in shorter period
repair and maintenance can be traced
of time. This forces users to discard their
in a single product over generations by
working gadgets to buy new ones.
analysing the influence of technology
Economical obsolescence occurs
on the product. The influence of
mainly when repair, maintenance, reuse
technology over time is traced in the
or upgrade is too costly to be justified by
case studies to find out if an innovation
the manufacturer or the user. This is a
in manufacturing technology or a certain
very typical example in some electronic
advanced component makes the product
gadgets for which many times repair cost
13
of the device becomes much higher than
p. 150). Product gestalt comprising of
to buy a latest new gadget for the same
product itself associated with services
price.
and systems has to be looked in detail.
Aesthetic obsolescence occurs when
Hence to understand the strategic
a product aesthetically gets worn out.
relevance of aesthetics in case studies, an
For example people do not want their
influence of the non-product factors are
cars to have scratches while purchasing.
analysed in each case study.
Scratches on the car show the ware and tare of the car. Even after purchasing, people tend to clean the exteriors to
1.3 Aesthetics Aesthetics are said to be a set of
make it look new and shiny. Clothing is
principles concerned with the nature
an example where useful product many
and appreciation of beauty (Oxford). In
times gets discarded because of its old
the realm of design, most of the time
fashion look. What is ‘In fashion’ will go
aesthetics are reduced to the notion of
‘Out of fashion’ sooner or later. Fashion
styling in the definition of ‘envelope’
is a temporary mode of appearance.
or ‘casing’ (Walker, 1997). Our current
The aesthetic obsolescence depends
consumption patterns are putting lot
on ‘fashion and style’. Style here is to
of pressure on finite resources and are
suggest form or appearance.
responsible for damaging consequences
The aesthetic obsolescence is an
on human wellbeing and society. The
important factor in considering the key
material pollution as well as the visual
elements of aesthetic consistency and
pollution around us is increasing day by
continuity. In today’s world, aesthetics
day (Rams, 2011). Everything interacts
can not be looked at in an isolation if
and depends on everything. Dieter Rams
we have to understand the aesthetic
argues that we must think what we are
obsolescence in totality. “Design is a
doing, why we are doing it and how we
drafting principle, its demands, criteria
are doing it. (Rams, Design by Vitsoe,
and method determines the product as
1976) If we have to create products
a whole, not just its surface” (Otl, 1991,
which contribute to human wellbeing
14
Service
and the society, we must create products that have better meanings. We must
Overbeeke, 2010) . Hence design conscious businesses
5. Philosophy is the study of the fundamental
look in to the intentions of the products
create meaning through a consistent
nature of existence,
and their aesthetic definitions. We must
manifestation of a philosophy. ‘Design
knowledge and
consider these intentions with respect
is company philosophy5 made concrete.’
to our essential human values and our
(Otl, 1991, p. 154). It views company
contributes to the
enduring search for meaning (Stuart,
not as a capital, investment but through
attributes of the
2001, p. 31).
its products and services. When this
Every artefact that exists has to
of a business, it
business.
philosophy is applied to the products,
have a shape. Hence the meaning of
both an image which constitutes of
the product has to manifest through a
visual appearance and sensory feeling
shape. Shape of the product is not merely
of the product and an attitude which
the envelope or casing, it is much more
constituting interactive behaviour,
than just an external appearance, and
emerge. Designer with the business
it is a picture of the whole. The shape
management of an enterprise/company/
is the outline, picture of the product. It
business could create this platform which
is also the dimension of time, gesture,
could make an enterprise successful.
manner and behaviour (Otl, 1991, p. 152).
ethics. In terms
Shape
In the inspiration chapter, the
Henceforth, the shape of the product
aim is to identify any continuity and
is directly related to the look and feel
consistency in aesthetics of chosen
of the product as well as its interactive
products. It becomes quite important
behaviour. Beauty in interaction is an
to identify the evidence of a philosophy
experiential quality and is social given.
behind the product first, which then can
It is not just a quality of an object. It
be traced back to the defined product.
is the way an object speaks to us, calls
Similarly, to gain in-depth knowledge,
us, affords us, puts us into contact with
it is also important to trace if the same
others, is meaningful to us, and shares
philosophy becomes part of the service -
its inner horizon with us (Hummels &
system which supports the product itself.
Philosophy
15
1.4 Scope Scope of finding consistency and
1. Kikkoman Soy sauce bottle 2. Muji and CD player
continuity in aesthetics is too wide
3. Vitsoe ‘606 shelving system’
considering every creation of product/
4. Apple and iPad
service in a business involves consistency
To follow a certain pattern in
in look and feel and continuity in the
the analysis of the case study, the
interactive behaviour. To limit the scope
background research is used to determine
of the study and thesis, only few aspects
certain important steps which could be
of this creation are included. This thesis
investigated while doing the case study.
work focuses on only products, their
To determine the existence of
visual and interactive behaviour over
aesthetic consistency in look and feel of
a period of time, services related to
the product and continuity in interactive
the product and the brand experience
behaviour it is important to
to some extent in determining their interactive behaviour. This thesis excludes the
1. Identify the underlying philosophy of the product.
Philosophy
communication of the brand and product including the design of store explicitly or
2. Trace the manifestation of the
channels of sales, visual communication
underlying philosophy in Aesthetics of
which includes advertising in print media,
the product.
Shape
video advertising as well as web based communication.
3. Map the influence of technology on a product in question over a period of
1.5 Methodology and Objectives
Technology
time.
Following cases are chosen for the analysis. The reason for the chosen case
4. Trace other aspects than the
studies is written in 1.6 Choices of case
product which form an essential
study.
component in the experience of the product.
16
Service
By understanding these key aspects, a criteria or a framework is created to apply it in practice. The exploration
The secondary key factors involved in the decision for choosing products were 1. Availability of data about the
through a case study on touch devices
product itself as well as the designer who
in India is used to apply the created
has designed that product.
framework in practice. Hence the objective of this thesis work
2. Availability of the data about the company/business and its founding
is to identify and illustrate if a certain
principles stated by company itself or by
degree of consistency in look and feel
relevant text.
and continuity in interactive behaviour
Based on these, products were chosen
in chosen products, over a prolonged
to study for inspiration chapter. In
period of time, is strategically significant.
introduction chapter of each case study,
By trying to distil the results in a set
the detailed reasoning for choosing the
of strategic principles, these strategies
case study is given.
focus on enduring life of the product or product family through consistency and continuity in product aesthetics. The sub-objective of this thesis is to quickly illustrate each principle in form of concepts. This is done by taking a hypothetical case study for the ‘Tablet device aimed at Indian market’.
1.6 Choices for the case study: The main key factor when choosing the products for case study was the long lastingness of the product. The chosen products should have stayed in the market for long time.
17
18
Chapter 1: Inspiration
19
Kikkoman Soy Sauce bottle was chosen for two reasons: 1. It has been in production since 1961 and has not changed. It is an example of a product which endures time. 2. The philosophy of designer influencing design of the bottle is evident.
Figure 2
20
2. Kikkoman Soy Sauce Bottle
2.1 Kikkoman bottle: Kikkoman bottle was conceived in 1961 by Kenji Ekuan. ‘Design is a source of life enhancement’ is a belief that
spilling of soy sauce and transparent glass were the innovations implemented in this design. After the success of the bottle,
Japanese designer Kenji Ekuan has. This
Kikkoman again asked Kenji Ekuan to
150ml curved shape bottle is still in
design another soy sauce bottle for the
production for more than 50 years. Its
company which he refused to do it. Kenji
unobtrusive curved silhouette, lettering
Ekuan thought that the current bottle is
and placement of logo give it a simple,
so much better in all aspects and hence
elegant and hence timeless appeal
there is hardly any need to design just
(Kikkoman). It is notable that this bottle
another bottle without any purpose.
design took more three years and 100
Kenji Ekuan believed that there has to be
prototypes for the design team to finalise
always a reason or motivation and set
their design. Its plastic cap which avoids
of conditions to give birth to anything.
21
Figure 3 | Aesthetics of Japanese Lunchbox by Kenji Ekuan
In today’s products Kenji Ekuan thinks
philosophy. Kenji Ekuan elaborates on
that very few have implicit or expressed
how a Japanese lunchbox expresses the
conditions of production shown through
aesthetics of the objects designed in
desired motivation and reason. (Ekuan,
Japan in his book called ‘Aesthetics of
1980, pp. 1-2)
Japanese lunchbox’. This book implicitly
For having a deeper understanding of the philosophy with which designer
expressed his design philosophy using a metaphor of Japanese Lunchbox.
Kenji Ekuan works and believes, it is important to first understand his design
22
Philosophy
Shape
Technology
Service
2.2 Kenji Ekuan’s philosophy :
philosophies through examples. These
Kenji Ekuan has over the years
approaches described in the book are
developed his philosophical approach
applicable beyond Japanese design too.
towards design. He says: “Designer
Hence Kenji Ekuan, in this book, puts
should be like a farmer. For more than
a fundamental framework of Japanese
2000 years farmers made rice. They never
design expressed through a metaphoric
stopped.” Kenji’s comparison of farmer
example of a lunch box.
and designer is to point out the quality such as patience and discipline in the
2.2.1 Aesthetics of Japanese lunch
profession of farming which he feels that
box:
every designer need to possess. Dieter
The aesthetics of lunch box has ten main
Rams also expresses concern regarding
principles.
the physical surrounding affecting psychological functions. Kenji Ekuan
Beauty of form:
says, “People treat material things like a
Drive to make stylishness and beauty a
slave. Sooner or later we will consume everything. We need to treat material
primary function. The beauty of the meal arranged
Refer to ‘ Functional Aesthetics’
things higher than before. Small must be
in the lunch box just does not stop at
powerful. Small must be effective.” He
being healthy. The meal itself embodies
also talks about the quality of patience.
the nutritional value combining food
“Traditionally people had patience. Now
from land, sea and mountains; giving a
they have too many material things.
balanced flavour as well as healthy value.
Just one bite and throw away.” (Ekuan,
But as Kenji Ekuan explains it is hard
Designer people)
to define ‘beauty’. Kenji Ekuan explains,
(Ekuan, Designer
by first establishing the logic and the
people) refer to the
Kenji Ekuan convincingly develops a range of different philosophies
function of any creation one can then
expressed through the Japanese lunch
strive towards beauty as a function of
box or makunouchi bento. Then Kenji
need. (Ekuan, 1980, pp. 10-11)
video
Ekuan shows the relevance of those
23
Functional multiplicity:
Prototype:
Belief in “the more function the
An exacting model promoting sound
better.” The lunchbox has elements from sea,
fabrication and generating ideas for use. Prototype essentially means a typical
earth and mountains. Depending on each
and standard example. Stronger the
season, the elements change. So does the
formal prototype becomes, it broader
arrangement of it inside the lunch box.
it’s potential variability. In lunchbox,
The complexity of these elements inside
the square structure is so strong that it
the lunch box is better expressed in the
almost looks unchangeable. This strong
simplistic form of it while remaining
structure incorporates the not so formal
complex at nature. Similarly, the
arrangement of the food inside. The
significance in the relationship between
arrangements of the food inside, makes
function and beauty is expressed in
it favourable for the receptor of the
lunchbox by the relationship of the use
lunchbox. (Ekuan, 1980, pp. 39-39)
Refer to ‘6.4 Multiplicity’
of the elements inside the lunchbox. (Ekuan, 1980, pp. 21-22)
Unification in Diversity: A sense of order ensuring maximal
Equipment exciting creativity: Popular appeal yielding the broadest
inclusion and effective arrangement. When large number of elements
possible application of an object and its
interact with each other, balance alone
creative uses.
is not enough. In the Lunchbox, the
The lunchbox has a confined space of
entities which are somewhat related in
the box and four different sections under
essence are always packaged together.
it. Once the limited space is defined, the
The approach of putting different
arrangement of the ingredients inside
elements with same essence together
this confined space, giving a world view
has dynamism in it. This is the key to
through these ingredients become an
the lunchbox aesthetics. Things which
intensely condensed expression. (Ekuan,
have some sort of link go well together.
1980, pp. 31-32)
This ensures the maximal inclusion and
24
Philosophy
Shape
Technology
Refer to ‘6.2 Unifying elements’
Service
effective arrangement. (Ekuan, 1980, pp.
merely arranging elements according to
44-45)
a function in a set can never result in a
All inclusive enhancements:
distinctive flavour or atmosphere. Such set
Plurality in each element vividly
of functions should be re-arranged in the
brought to life.
form of a pack. (Ekuan, 1980, pp. 59-60)
All ingredients inside the lunchbox are vibrant. There is no hierarchy. All
Ultimate adaptability
ingredients are of the same importance.
Meeting needs in terms of time, quality
The fact that there is nothing dull about any ingredient makes the lunchbox
and quantity. The only structure present in the Lunch
unique to look at and hence the first
box is the four compartment structure.
impression is favourable.
The rest is adapted to the seasonal
The food in the lunchbox is carefully
Refer to ‘6.5 Adaptability’
changes and flavours. As in Japan, the
cut up, making it easy to pick up using
lunchbox meal is consumed with eyes
chopsticks and easy to fit in to the
and then put in to mouth; it represents
mouth. Small pieces of the different food
the ultimate adaptation of the lunch with
are easy to organize too. This nature of
the changing needs of time, quality and
inclusiveness of the lunchbox enhances
quantity. (Ekuan, 1980, pp. 67-68)
the expression and impression of the lunchbox to something more pleasurable.
Waste avoiding culture:
(Ekuan, 1980, pp. 50-51)
A sense of design consistent with environmentally sensitive lifestyle.
Profusion of enjoyment: Development capacity from which
Lunchbox, metaphorically speaking, is a tour of nature for the keen observer.
new types of enjoyment emerge.
The fish welcomes anyone who knows
The arrangement inside of the
fish or the rice welcomes people who
lunchbox rarely gives the feeling of
know rice. The design of the meal has
mass produced entity though everyday
to be consistent with the nature for the
it is consumed by millions of people. By
acknowledgment and support of the
Refer to ‘6.2 Unifying elements’
25
consumer of the lunchbox. (Ekuan, 1980,
things also have many connections
pp. 75-76)
to make one big universe. Practicality and human way should be connected
Generosity: Richness born from ultimate spirit of service. The lunchbox at the first place
together to make design.” Kenji Ekuan here speaks about the spirit of the design (Ekuan, Designer people).
was not designed by any aesthetician or
designer. It was designed by a business
The Aesthetic consistency and
person – a merchant. This merchant decided the arrangement and lifestyle
continuity in the bottle: Each principle if explored in detail will
best suited for the lunchbox. Lunchbox
be a thesis work in itself. The Focus here
had to contain food, it should be easy to
is to trace the consistency of the look
make and should have highest quality of
and feel in each of the principles. The
service. (Ekuan, 1980, pp. 85-86)
Kikkoman Soy Sauce bottle is a relevant
In any product origination, Kenji
example where all these principles act
Ekuan says “one must have skills to
together to become an enduring product
intuit the desires of the consumer. The
and experience. The Next chapter
way product will be used, or consumed,
explores these principles in detail.
as well as the range of ingredients, the technology of production, and the net cost must all enter into a comprehensive simultaneous equation.” (Ekuan, 1980) The spirituality which is originated in
2.3 Aesthetics of Soy Sauce + bottle: Soy sauce is an oriental condiment prepared using fermented soybeans and grains. Soy sauce is used to enhance
Kenji’s framework comes from a different
flavour of the food. It is now commonly
origin of believes. “In Christianity, god
found around the world but it is a
has created human beings, but in orient,
very traditional ingredient in Japanese
it is different. Man was created by
culture. In Japanese it is called ‘shoyu’.
something big like a space or universe.
The bottle holds the a soy sauce hence
Everything is interconnected. Material
it is important to understand the
26
Philosophy
Shape
Technology
Service
aesthetics of soy sauce to have a deeper
methods to prepare Soy Sauce. This
understanding of Kikkoman Soy Sauce
includes a fireplace, iron pot, wooden tub
bottle. The aesthetics of soy sauce
and so on. The knowledge of preparing
directly influences the form, colour,
the recipe has been passed down from
material and the proportions of the
generations to generations. Bacterial
bottle.
fermenting is the most important process which takes a lot of time and patience.
2.3.1 Aesthetics of Soy Sauce: Soy sauce can be used with any food
But this is the process which yields the desired fine deep colour, flavour
for the enhancement of the flavour.
and fragrance for enhancement. Hence
The fact that it is so adaptable; Kenji
contrary to the normal industrialized
Ekuan argues that it is due to its own
process where chemical agents are used
complexity. This complexity arises due to
for fermentation, in manufacturing
its colour, flavour and fragrance which
soy sauce, it is still done by traditional
are of outmost subtlety. (Ekuan, 1980, p.
methods. Kenji Ekuan compares this to
125) Though it has complex flavours at
the contemporary lifestyle where people
its core, it can be used in a very simplistic
do not have patience and time. There is
way. To enhance the flavour regardless of
a certain wisdom which is to be learnt
the type of food, it just needs a couple
from these bacteria, from their lifestyle.
of drops of Soy sauce. This principle of
(Ekuan, 1980, p. 126).
Ultimate Adaptability and functional
Adaptability’
This beauty in its preparation
multiplicity is what makes Soy Sauce a
can also relate to the last principle of
simple to use complex ingredient, where
‘Generosity - The richness born from the
for any food; soy sauce can be used to
ultimate spirit of service’. The service of
enhance its flavour.
the bacteria for making soy sauce rich is the one which represents Generosity.
Traditional Methods:
Refer to ‘6.5
Refer to ‘6.1 Design as part of a large system’
To get the exact flavour, taste and fragrance; one must use the traditional
27
“After fulfilling the functionality, which is a necessity, what more one could hope for in the design than to discover pleasure in the realm of beauty.� Kenji Ekuan
Figure 4
28
Philosophy
Shape
Technology
Service
2.3.2 Aesthetics of soy sauce bottle: The analysis of the aesthetics of the bottle is done in two different sections. First concentrates on look and feel of the bottle and the later explores the element of interactive engagement involved in it. The look and feel of the bottle: The form is rooted in the Japanese tradition of dining where the soy sauce bottle rests on the table. The aesthetics of the soy sauce play an important role in the form. The complex flavour of it is balanced through the tacit behaviour of the form which is simple and elegant. The form was inspired by a water drop. Refer to figure 5. An artefact which rests on the table has a force of gravity attached to it. (Ekuan, Designer people) Kenji Ekuan says: “The gravity should be like Figure 5
a water droplet. That’s why soy sauce bottle looks like a drop of water. This is the most stable.”
(Ekuan, Designer people) Refer to the video
Refer to ‘6.3 Functional Aesthetics’
29
Refer to ‘6.3 Functional Aesthetics’
This form also represents the beauty of the function. Traditionally soy sauce was always kept in the ceramic bottles which were opaque. Kikkoman’s soy sauce bottle departed from the tradition by introducing a glass bottle to store soy sauce. Now users could see the content of the soy sauce as well as appreciate the deep colour of it. The proportions are key aspect of the design. The
Figure 6
consideration of the size was to fit in to one hand. The form ensures anxiety free use of the glass bottle.
30
Philosophy
Shape
Technology
Service
Similarly, the cap was also designed keeping the functional necessities in mind. The foremost necessity is to keep the control over the amount of the soy sauce which is being poured. This control is achieved by using the right size of hole and the cut which directs the liquid outside without unintended spilling of sauce. With the other hole blocked, user can control the amount of soy sauce by adjusting the air pressure. Bottle adapts to the user needs by an intelligent use of design. The design rooted in the use and the adaptability of it makes
Refer to ‘6.4 Multiplicity’
Figure 7
it a unique product platform. The soy sauce’s complex test which when used for flavouring, makes food delicious is
Refer to ‘6.5 Adaptability’
a very important element in the long lastingness of the design of it.
31
The colours used in the logo create a distinct foreground and background with the deep red in the background and the golden yellow used in the right proportion feels elegant. The red cap is distinct in look which help user to interact with it. The elegant use of soy sauce’s natural colour, contours, colour of the logo, and cap create a visual harmony. Refer to figure 8. Figure 8
32
Philosophy
Shape
Technology
Service
Interactive behaviour of the bottle: The uniqueness in the interactive behaviour of the bottle with the user plays an important role in the long lastingness of the bottle. The gravity inspired shape makes a bottle stable in nature as well as easy to approach. The fact that the cap, designed in plastic, can be removed and refilled with new brewed soy sauce also adds to the enduring factor of the design. The consistency in the interactive behaviour comes from the usages of the actual product which ensures the
Refer to ‘6.5 Adaptability’
endurance of the Kikkoman soy sauce bottle. “Ultimately, the entire bottle should give a feeling of a beautiful lady. That is the most important”, Kenji Ekuan mentions. (Ekuan, Designer people). After fulfilling the functionality, which is necessity, what more one could hope for in the design than to discover pleasure in
(Ekuan, Designer people) Refer to the video
the realm of beauty. (Ekuan, 1980, p. 13) After establishing the logical, functional identity of the bottle, it is an endeavour towards beauty as a function of need.
33
Conclusion:
It is evident that the age old use of soy sauce and its use with different food incarnates in the look and feel of the bottle. Similarly its interactive behaviour which uses specially designed cap is deeply rooted in a culture. The philosophy of the designer becomes important here as it shaped the ‘Kikkoman’ brand over the years. The consistency and continuity in the aesthetics of the bottle comes from carefully crafted form, colour, material and proportion of it.
After satisfying the function, pleasure is in the realm of beauty (Kenji Ekuan) Drive to make beauty as a primary function is necessary to endure time in order to make things not just beautiful but pleasurable
34
Unification in diversity (Kenji Ekuan)
A design should employ a sense
of order ensuring maximal inclusion and effective arrangement. The aesthetics of Soy Sauce unify flavours which are supported by the orderliness in the design of the bottle. Unification in diversity represents the approach of putting same
By taking away the user anxiety about
elements together which are somewhat
using the bottle, the pleasure involved in
related in the essence.
the use of the soy sauce is noticeable.
Waste avoiding, sustainable (Kenji Ekuan) Adaptability The main ingredient ‘Soy sauce’ makes
A sense of design consistent
with environmentally sensitive lifestyle
it easy to adapt to any food, Combines
is noticeable in aesthetics of soy sauce
and infuse flavour which makes it
and the bottle design with glass and
adaptable as well as multi-functional in
plastic cap.
nature. Functional Multiplicity argues
The design is rooted in its own
that the ability of a design product
environment, its Japanese culture,
extends when compiled with multiple
sensibility, sustainability.
functions.
35
Figure 9
The Muji CD player was chosen for two reasons as a case study example 1. It represents Muji’s distinctive brand character and has been in production for last 13 years. 2. The designer’s philosophical approach is widely accessible and can be compared with the available material about Muji’s brand approach.
36
3 Muji CD player
3.1. Background of Muji: Muji originated in Japan. From 1950,
‘cheap but poor quality’. Since, consumers started neglecting
the supermarkets and manufacturers
such products; many supermarkets
were fighting over retail prices of
were faced with dwindling consumer
different consumer goods sold in
affection. Seiyu Supermarket was such
the supermarket. These consumer
supermarket. In 1980, Seiji Tsutsumi, the
goods were from kitchenware to
President of Seiyu supermarket held a
household equipment to furniture.
meeting with his friends from different
These supermarkets were neglecting
creative professions namely Ikko Tanaka,
consumer feedback and interest. Products
Kazuko Koike, Masaru Amano and Takashi
introduced by many supermarkets for
Sugimoto. Based on the idea of simplicity,
over 30 years, neglected the consumer.
in the coming months they created nine
The price war was so intense that these
household products and 31 food items.
commercial products were considered as
From 1983, Muji opened its first outlet
37
REFINEMENT
SAVE RESOURCES
INTELLECTUAL
SIMPLENESS
ECOLOGICAL
RATIONALITY
NATURAL
LOW COST
GLOBAL Figure 10 | Values of Muji communicated through Emptiness
in a high fashion district in Japan. Muji
“Mujirushi” represents the ‘no
was an answer to the profit minded
brand’ characteristics with simplicity in
consumerism which was prevalent when
packaging and manufacturing processes.
Muji was conceived and introduced.
“Ryohin” counts for the commitment for the quality of products. The essence of
3.1.1 Philosophy/vision of MUJI “Mujirushi Ryohin” was a term introduced by Ikko Tanaka one of the
the name Muji underlines the ‘No Brand’ quality. (Yangjun & Jiaojiao, 2007) Furthermore, around 1990, consumers
friends of Seiji Tsutsumi on the backdrop
in Japan were getting tired of flamboyant
of 1980 when Japanese markets were
products which advocated quality based
flooded with foreign brands. Ikko Tanaka
on exaggerated aesthetics as a basis
was an influential graphic designer and
of beauty. This trend started fading
is credited to Muji’s vision and branding
away from 1990. This led to the mass
strategy developed initially.
acclamation of the philosophy of Muji
38
Philosophy
Shape
Technology
Service
brand. The philosophy of Muji brand is
ease. Refer to ‘6.2
to develop new and simple products at most reasonable prices, while utilising
3.1.2 Communication of Muji’s vision
the best use of materials. (Yangjun &
through products and stores
Jiaojiao, 2007, p. 94) Muji’s vision is
Kenya Hara in his ‘designing design’
communicated not just through products
book argues that the products that we
which are designed and produced but
have been surrounded by, fall in to two
to communicate its vision of simplicity
categories; exclusive products and cheap
to the society by means of advertising
products. First category of products
whenever necessary. It sells a certain
competes on distinction using innovative
lifestyle concept which is based on
materials, starling shapes and scarcity
simplicity. The emptiness being a key
raising value of the brand. Second
element in this communication, (Hara,
group focuses on cheap, as inexpensive
2007, p. 241) it exemplifies the fact that
as possible and produced in countries
the brand is open for the interpretation
with least expensive labour cost. Muji
by user. Hence the admirers of Muji’s
belongs to neither of them. Kenya Hara
philosophy have many reasons for the
says that Muji gives birth to a new
admiration. Some people might admire
sense of aesthetics from ‘simplicity’ by
Muji for ecological products while some
searching for most compatible materials,
might admire it for low cost. Ultimately
production methods and forms. Hence
it is the end user who decides what to
Muji concept is to underline basic and
interpret from the communication. As
universal nature of everyday life.
seen in the figure 10, the values of the
Unifying elements’
The word ‘Simplicity’ does not mean,
Muji communicated through Emptiness
‘not to cater to individualisation of
are rationality, simpleness, ecological,
customers’. Muji designers try to refurbish
natural, low cost, save resources,
their designs to an extent where all the
Refer to ‘6.1 Design
refinement, global, intellectual. (Hara,
concerns, dissatisfactions and worries of
as part of a large
2007, p. 243) These diverse elements
users get eliminated. Designers at Muji
unify in the concept of emptiness with
go deep in their target consumer’s life.
system’
39
Figure 11
They collect large number of photographs
active by sharing their experiences and
and derive practical designs from it.
provide ideas on Muji web page too.
This approach to design is very much
Muji develops best of the idea and pay a
evident in the products. For example
design fee to the best idea generator. This
while studying their target users in
approach of crowd sourcing the product
hostel; they designed a shampoo bottle
gives designers valuable information
which can be pressed down with a single
and insight in to people’s life. This is
finger. Designers added magnets to key
how Muji has taken advantage of the
chains so that it can be easily found
technology where it is appropriate. It is a
on the messy table. Designers changed
key aspect for the interactive experience
the note book format from 28 to 32 so
of Muji.
that people can use it as a calendar too
As the approach of Muji dictates, for
(Figure 11). Consumers are true source
the best use of material, design team at
of inspiration at Muji. They can be pro-
Muji travels across the world in search of
40
Philosophy
Shape
Technology
Service
Figure 12
the best material to fit for a product. The
translate the attitude of reducing waste
best use of material is also significant
and, quality of products in to as many
in reducing the material waste. This has
aspects of the business as possible. The
dual benefits. First range of benefits
association of the brand derives from
come from logistic and operational
products in many different ways. The
level where less material usage means
colour, finish and material display the
less cost and less money for the supply
simplistic nature of the Muji in products.
chain management. The second benefit
Harmonious forms which merge in to the
comes educating users about ‘Waste
background become silent spectator than
avoiding culture’. This strategy is hard
attention seeker is the key. Furthermore,
for competitors to copy. The quality of
series of products represent certain
the material and waste avoiding culture
aesthetic values, like television series
are the direct manifestation of the Muji
of Muji. Quality, simplistic design and
philosophy. Muji’s vision actually helps
monotone colours make television brand
Refer to ‘6.3 Functional Aesthetics’
41
Figure 13
stand out. Not just the products but their
more than 7000 products as of today.
packaging also is a reflection of these
Started from 1980, Muji today in 2012
aesthetic values. Muji’s standard look and
has over 181 stores outside Japan and
feel is driven by colours such as brown,
212 stores in Japan. Muji stores have
white, beige, black, blue and metallic
helped Muji to become a global brand
silver. Muji type face is red.
where the products extend their appeal
The colour harmony of Muji is
to international users. The store locations
followed in the store too. Ever since the
are strategically placed between high
beginning, Muji stores have maintained
fashion areas. The choice of the location
consistency in design. Carrying forward
itself acts as a strong statement.
the same line of beige colour schemes
Multiplicity’
Refer to ‘6.2 Unifying elements’
Over the years, Muji’s product
and white with red letters, Muji store
development is focused on quality and
is an experience of the world which
functionality and it has adapted itself
co-exists together. This store hosts
for the timely challenges. Rationalising
42
Refer to ‘6.4
Philosophy
Shape
Technology
Service
Naoto Fukasawa says, “Iconic objects are like products you’ve seen somewhere before, but have not. Design an iconic object that you already know, because the human body is the same everywhere.” Figure 14
production process, in 1980 was a
ecological. (Hara, 2007, p. 235) This is a
new concept and gave tremendous
new challenge for Muji and hence Kenya
advantage to Muji in terms of lowering
Hara outlines, that Muji is now trying to
the price for products. But, simplifying
appeal to the customers who are happy
production processes does not always
with most compatible price. This change
yield lower price for best products using
in a strategy would give the benefits of
best quality materials. Also this omission
consistency of pursuing a certain kind of
of the production process is easy to
philosophy and changing it according to
copy for competitors. In current market
the need of time which is hard to copy
environment, more and more business
in short term for any other business.
are producing products with simplified
This condition highlights the agility and
production process in countries with
adaptability of the business.
lower labour cost, and selling in countries
Refer to ‘6.5 Adaptability’
(Refer to figure 14)
with labour cost. It is not ethical and
43
Figure 15
3.2 The Muji vision communicated
The slot loading CD player’s appearance
through Audio Series:
is as simple as a dictionary on a shelf.
If anyone looks at the audio products
(Yangjun & Jiaojiao, 2007, p. 241)
across the range of electronics, they will
The continuity of the simplistic
find dark, complicated products. Muji’s
principle is not only followed in the
audio series was focused on users of
products but it is also followed in their
the Audio players. The design speaks
packaging. The packaging consists of
the language that user can understand
only product related information and
very easily. Solving the right problem is
price tag. This simplistic packaging
the trick. The whole audio series consist
conserves resources reducing waste thus
of multiple products. Here, one has to
impacting positively on environment and
look at the whole series to understand
highlighting the sustainability of the
the meaning behind the design of these
Muji products.
products (Figure 15). The sealed water proof radio player is one such example.
3.2.1 Designer’s philosophy aligning
The CD player which merges in the
with Business philosophy:
background when put on the shelf with
Naoto Fukasawa has a very strong
books is another example where insights
philosophy behind what he designs. He
from people’s lives are applied aptly.
has desined the CD player showed in
44
Philosophy
Shape
Technology
Service
figure 16. He does not have a signature
Hence the example of a jigsaw puzzle is
language for design or specific elements
apt there. The vision of the simple Muji
which break his designs apart from
products which put customer at the
rest of the designers. He believes that,
centre of the design matches with the
“Aesthetic champions design that is
philosophy of Naoto Fukasawa.
harmonious with and respectful of its environment; if an object is the jigsaw piece, then it must fit perfectly with
3.3 CD player: Fitting in the context harmoniously and respectfully
the larger puzzle, the object’s natural
In 1997, when this CD player was
environment.” (Fukasawa, 2011). The
first designed, most of the computer
design placed in the context determines
and audio visual equipment looked the
its aesthetics and function. Furthermore,
same. The focus on the differentiation for
this statement has multiple layers which
the sake of differentiation and fixation
need to be understood. On a physical
of the designers to look in to the same
level, it talks about how design could
product line up always used to makes
cater to issues which are related to
new design fall in-to the same category.
sustainability such as a need to have a
(Fukasawa, Naoto Fukasawa, 2007, p.
certain harmony with nature in terms
19) Naoto Fukasawa points out that the
of materials that it uses, and the energy
problem is not that they looked the same
that it consumes through the entire
but the problem is that they did not fit
product life-cycle, inherently while
in to people’s lifestyles. These designs
designing it.
tend to attend the strong identity of
On an aesthetic level, the statement
Refer to ‘6.3 Functional Aesthetics’
their own and they depart from the living
highlights that a design could try to
environment. This compact CD player
avoid visual pollution in terms of look,
strives to transform the complex and
feel and interactivity of any product. The
tedious music listening experience to a
balance, proportion and harmony are the
simple experience. Switching on this CD
key elements in design and last but not
player is as easy as pulling a string to
the least; design should fit people’s lives.
turn on a tablet lamp.
Refer to ‘6.5 Adaptability’
45
Figure 16
The design of the CD player itself was
anywhere. The shape of the CD player
inspired by ventilation fans found in the
came in to existence as a square object
kitchen. Many of these fans have their
with rounded corners, resembling the
‘on-off’ button as wire. Once a person
ventilation fan cover, where the fan is
pulls the wire, the fan starts rotating.
resembled by the rotating CD. The volume
This interesting combination of pulling
control and the search control are placed
a string to start the ventilation fan led
on the top of the CD player. Muji audio
Naoto Fukasawa to start wondering if
series is about making sound experience
a CD player could be hung on the wall
as easy as possible, removing the tiring
with a string attached to it which would
and complex process thus making it as
switch it On and Off. The innovation
simple pulling a string.
in the CD player was the use of power
The CD player fits perfectly into the
cable of the CD player as an On- Off
life of a customer. The known interaction
button. Such a CD player could be placed
to switch on and off is a pleasure
46
Philosophy
Shape
Technology
Service
because most people know it somehow
data and eventually play music. The
or other. Even if they do not know, it is a
technology is a shared asset with CD
simple, easy to learn action which anyone
player as a platform. (Ulrich & Robertson,
can remember easily. This aspect of the
1998, p. 20). This platform has a reason
design makes it an iconic interaction.
to exist till users are using CDs as means
Fukasawa says, “Iconic objects are like
to listen to music. One can see in today’s
products you’ve seen somewhere before,
context, CD players are fading away. This
but have not. Design an iconic object
reflects in the Muji store too. Muji has
that you already know, because the
discontinued all CD player except Naoto
human body is the same everywhere.”
Fukasawa’s CD player. This CD player
The aesthetic decisions are taken keeping
has attained a certain acceptance in the
the function in to the account. The
society and hence it is considered an
user would not see any extra surface or
iconic product.
finish which is not needed to explain the
product. Though this is true, the beauty
3.3.1 Communication of Muji’s vision
of the product is in the association of the
to the society:
product with the ventilation fan and in
Kenya Hara argues that Muji concept
revolving CD which slowly starts turning
is to underline basic and universal nature
when the CD player is turned on. This
of everyday life in his Designing Design
part of the beauty gives user a certain
book. Communicating this vision with
degree of pleasure through the feedback
development of products on one hand is
The continuity in interactive behaviour
the core of Muji but communicating the
of the CD player lies in the process of
same vision to the society is achieved
turning it on and off like a fan as well as
by advertising. Muji logo is been around
the rotating CD which is without a cover
for quite a long time and has achieved
which looks like a rotating fan.
significance. Hence advertisements of
CD player is basically a platform
Muji products just bare the product
which is strongly based on technology
itself in the centre and the Muji logo
which uses compact disks to read
somewhere. Similarly, the photographs of
Refer to ‘6.3 Functional Aesthetics’
47
horizon at a large scale and Muji letters
this part of the thesis.
placed on the horizon signifying the emptiness and relationship between the man and earth. This is in coherence of universal nature of Muji. The company’s strategic decision to spend less money on branding is one of the key aspects of the Muji brand. Muji’s management believes that brands and trademarks do not bring any benefits to customers other than self-recognition. The word of mouth is credited to the
Refer to ‘6.1 Design
success of Muji as a brand. (Yangjun &
as part of a large
Jiaojiao, 2007, p. 95) Muji’s expansion in to international markets again show the adaptability of the business and it also reflects in their design which has now gained global appeal for their products. Similarly as technology moved, Muji took advantage of the internet and established a strong online store. This online store also follows same principles in terms of colour, typography and simplicity in the design and navigations inside the online store. As it is out of the scope of this thesis, the branding of Muji in terms of print media, television advertisements and web communication is mostly excluded from
48
system’
Conclusion Developing new and simple product is
Harmonious and respectful to its environment (Naoto Fukasawa)
To make design respectful to its
environment, understanding context of the design, use of it and physical impact as well as psychological impact of it all needs to be in harmony. Born out of necessity of producing
at the core of Muji. Readjusting existing products for the evolution gives a benefit for consumer as well as Muji. This is done by
innovating same category of products and readjusting them for the new context. The Muji wall mounted CD player is such a product which has been
clutter free, high quality products at
readjusted for the evolution of the
reasonable price, Muji has designed a
CD player. Muji’s pursuit of producing
range of products keeping customer in
quality products with reasonable prise
mind. Each individual product hence is
and communicating the vision of Muji
part of larger system encompassing the
through stores, and advertisements helps
values of Muji.
Muji to adapt to the changes over time.
Muji is the perfect example of
unification of form, colour, material and construction in every product they produce. Their colour scheme, form which fit in to the
Muji CD player and audio series are
context, less processed material justify
examples of functional aesthetics, where
the consistency in the look and feel of
the CD player merges in the background
their products.
with unique interaction embedded in it.
49
Figure 17
50
4. Vitsoe 606 shelving system:
Vitsoe as a company and 606
3. The product has been around for
shelving system as a product was chosen
fifty four long years which justifies that
because of the nature of the company
this product has sustained a lengthy
as well as their product portfolio. The
period of time and sales of it are
reasons for choosing this as a case study
growing.
were 1. ‘606 shelving system’ is designed by Dieter Rams who is a well acclaimed
4.1. Vitsoe the company: Vitsoe is founded by Niels Vitsoe in
designer and is the only product available
1959, to realize the furniture ideas of
in Vitsoe’s portfolio.
Dieter Rams. It was a decision by the
2. The company and the product
Erwin and Artur Braun, owners of Braun
are founded on a strong principle of
Corporation to allow Dieter Rams to
sustainability which is visible through
develop his other talents while working
their website communication.
for Braun. Niels Vitsoe (1913-1995) is
51
described in the company website as
Vitsoe,“Their vision(Niels Vitsoe and
“The man with immense charm, grace,
Dieter Rams) for this company was
determination and dry wit” (Vitsoe,
to create furniture that would last
History, 2012) .
long time. Furniture that was simple
The vision for the company was a
but adaptable with as few finishes as
simple one. To create furniture that lasts
possible. That very simple vision was to
longer. This simple vision transcends
encourage customers to start with it, to
from product to business. Neils Vitsoe
stick with it, to add to it, to take it with
and Dieter Rams agreed on the vision
them when they move, to rearrange it.
and developed different kind of shelves
That simple vision was all about making
for particular usages which seamlessly
the furniture last as long as possible”
fit with each other. Soon it became a
(Designcouncil, 2012).
Refer to ‘6.5 Adaptability’
complex system of shelves which Vitsoe calls ‘606 shelving system’. The idea was
4.3 Manifestation of Vitsoe Ethos in
to give adaptability and functionality to
606 shelving system:
these shelves to an extent where they
Made up of aluminium, steel and
will perfectly fit in to any environment of
compostable wood, these shelves were
the user.
first designed by Dieter Rams in 1959.
Since then, there have been numerous
4.2. The philosophy of the Vitsoe:
iterations in those shelves over time but
Live better, with less that lasts
the principle idea of long lastingness
Longer
remains the same.
At the core of Vitsoe business, there lies a philosophy which manifests into their product, services, company branding
4.3.1 Design as part of larger system The ideas behind Dieter Rams work
and communication. This philosophy
and the objectives that Vitsoe as a
states that ‘we all can live better, with
company aimed for were matching.
less that lasts longer’. In words of Mark
This is one of the key factors which
Adams, current managing director of
made Dieter Rams, work for Vitsoe on
52
Philosophy
Shape
Technology
Service
Figure 18
“The designer must be the creative engineer. They synthesize the complete product from various elements that make up its design. Their work is largely rational, meaning that aesthetic decisions are justified by an understanding of product’s purpose.”Dieter Rams
53
a shelving system (Rams, Design by Vitsoe, 1976). The long-lastingness of the shelving system comes from the fact that it is designed to suite any environment and complements any designed object in the house irrespective of their design or shape or colour. This Refer to ‘6.1 Design
compatibility extends to the components
as part of a large
of the shelving system itself. All the
system’
components are designed in such a way that they mechanically fit with each other. Dieter Rams points out, that products have to be designed as part of the larger system (Rams, Design by Vitsoe, 1976). This is true with Vitsoe 606 shelving system. From 1959, the shelving system has been improved many times. Shelves have evolved over a long period of time. These shelves are not the same when they were designed first, but they are totally compatible with each other (Designcouncil, 2012). This is an evolution of a product. Designing products as part of larger system also means considering the product’s place in its environment and its impact on the ecology of the earth.
Figure 19
54
Philosophy
Shape
Technology
Service
4.3.2 The orderliness and
shelf for keeping CDs and a different one
proportion
for keeping books.
The design of 606 shelving system
Because the design is rooted in how
has only one purpose. This purpose is
people use it, there are many ways by
to communicate the function of the
which the entire shelving system can
shelving system to users. In this product,
be arranged and re-arranged according
the sole purpose of this product is to help
to user’s need and desire. Each shelf
organize customers’ life by providing a
has 2 holes, so that they can be hung
place to store his or her belongings. This
either way. This inter-changeability of
is achieved by remarkable orderliness
components encourages users to re-
and proportion in design of the shelving
arrange according to needs.
Refer to ‘6.4 Multiplicity’
system. Only this orderliness and proportion makes product useful. (Rams, Design by Vitsoe, 1976)
4.3.2.1 Origin of proportions of the shelves The sense of proportion is evident in the design of different shelves. Each shelf has a purpose. Its size, shape, position of it with respect to each other, their colours are based on thoroughly planned system. Every shelf hangs on a specially designed E-track with a pin. This is a common track which is used to fit any type of shelf. Each metal shelf has a different depth depending on its purpose of use. For example there is a different
Figure 20
55
The shelving system can be mounted on the wall. Depending on the soundness of the wall which holds the shelving
4.3.2.2 Orderliness through timeless design
The design of 606 shelving
system it can be attached to it or it can
system is timeless. It has as less design
be put on a ‘X-post’ to stand in front of
as possible. (Rams, 2011) It has changed
the wall. The entire system can be also
over time accommodating new user
put in the middle of the room acting as
needs in the design. But essentially it
a room divider. In that case, the shelves
carries the same aesthetic values that
have to be on both the sides to balance
were implanted in it at the inception.
the weight. All these possibilities are
Dieter Rams explains in his speech
enabled using the same components.
“Product design is the total configuration
The shelves also come with 2 different
of product: its form, colour, material
lengths. Smaller one of 66.7cm is for
and construction. The product must
keeping heavy artefacts and 91.2 cm is
serve its intended purpose efficiently.”
for keeping light artefacts. Other than
This configuration enables shelves to
the functional purpose, these shelves
be evolved over time still maintaining
also serve aesthetic purpose. Their length
its aesthetics. (Rams, Design by Vitsoe,
actually supports the elegant look of the
1976). The design of 606 is very rational.
entire shelving system. The heavy shelves
Its aesthetic decisions are justified by
lited just above the ground add lightness
the products purpose. In Dieter Rams
to the look and feel of the shelving
words, “The designer must be the creative
system. Sometimes a Vitsoe expert advice
engineer. They synthesize the complete
their customer while planning, to add
product from various elements that
large shelves so that row of cabinet
make up its design. Their work is largely
below can look much elegant. All the
rational, meaning that aesthetic decisions
structures, components, finishes of 606
are justified by an understanding of
shelving system co-exist in a harmony.
product’s purpose.” This is exactly the
They are well balanced which gives its
language of the Vitsoe 606 shelving
usability to an outmost value.
system and the design language of the
56
Philosophy
Shape
Technology
(Rams 2011) Refer to the video
Refer to ‘6.2 Unifying elements’
Refer to ‘6.3 Functional Aesthetics’
Service
company. By using design language as
Figure 21
guiding tool rather than a concrete set of principles, it becomes times less. Hence the orderliness and proportion leads to a more compatible, adaptable and functional product.
4.3.3 Evolution of the Shelves: The evolution of Vitsoe shelving system over time makes it a unique product. By evolving product over time Vitsoe has made a strategic decision
lastingness of the shelving system. This
which does not limit its existence to
signifies that the design at Vitsoe is
current manufacturing technology.
always about advancing innovations.
By doing so it binds the principle of
In other words, as technology and
adaptability, which is one of the core
production process are advancing,
principles of Vitsoe as a business. (Nes,
innovations are not only possible but
2009)
necessary for a product to continue to be
For example, when first released, 606 shelving system did not have smooth closing for the cabinets it provided.
considered good design. (Rams, Design by Vitsoe, 1976) Vitsoe, every time does not try to
This was added later according to the
reinvent a new shelving system. Rather
advancing technologies available later in
than that Vitsoe tries to improve the
the period. Similarly, due to bending of
original idea using latest technology
the aluminium shelves over time, a small
and development in the fields. This also
horizontal bend was added to the profile
applies to Vitsoes other activities besides
of the shelf. This small detail adds more
manufacturing shelving system. Improved
strength to the shelf. These adaptable
logistics, best possible customer services
re-designs are meant to ensure the long
are few to mention.
Refer to ‘6.5 Adaptability’
57
4.3.3.1 Strategic use of consistency
comfortable understandable and most
and continuity to make shelving
importantly long lasting. (Rams, Design
system long lasting
by Vitsoe, 1976) Long lastingness here
The shelving system is designed as a
is defined by the forms which are quiet,
true system where it is easy to construct
comfortable and understandable. This
with individual shelves, to dismantle it
can be called as an anatomy of the long
and repair it if necessary. Most of the
lasting products. To achieve this, one
joints in the assembly are mechanical
must have a profound understanding of
Refer to ‘6.1 Design
to allow repair and at the end of the
users to make strategic decisions on what
as part of a large
product’s life, dismantle. This is explicitly
exactly is important and what exactly to
done because products have to be
omit or to consider it as a trade-off to
designed for repair and maintenance
include in the product.
if they have to last longer. Having
The consistency in the look and feel
designed most elements of shelving
is achieved by a thorough systemic
system using recyclable aluminium, steel
understanding of constructions, colours
and wood, Vitsoe ensures its reliability
and materials. The visual harmony is
and robustness. All the shelves and
a consequence of this understanding
components have as few finishes as
with standardised minimum finishes,
possible and they are all consistent.
forms and materials which go together
Aluminium is used not just because it
in harmony. The continuity in the
is in trend or it is fancy but it is used
interactive behaviour is achieved by
because it is appropriate. It is not used
clear orderliness in the consecutive
for aesthetic reasons but it is used
versions of design improvements in the
because it can be recycled. 70% of the
same product. As iterated, the desired
aluminium ever smelted is still in use in
orderliness comes from compatibility,
the world.
adaptability and functionality.
It is all about concentrating on
Refer to ‘6.2 Unifying elements’
To avoid the confusion in choosing
essential elements, by omitting
which shelves customer should buy first,
extra elements, forms become quite,
Vitsoe has a strong supporting service
58
system’
Philosophy
Shape
Technology
Service
along with their products. Consumers are
system is manufactured entirely in United
always encouraged to talk with Vitsoe
Kingdom. Mark goes on saying that it
representative and plan their shelves
is impossible for anyone to produce
accordingly.
something at one place and sell it across
the world unless it is coupled with an
4.4. Manifestation of ethos of Vitsoe
extra-ordinary service. The first touch
in service:
point of the 90% of the customers for
Customer service is a major
Vitsoe is their website. On their website,
component of Vitsoe where managing
there are three steps which guide you to
director Mark Adams admits that
place an order for the quotation.
Vitsoe is 80% service business and 20%
furniture manufacturer. (Designcouncil, 2012) Service is the most important component of Vitsoe. 606 shelving
1. Size of the wall 2. Wall type 3. Photos of the wall
Contextual Information
1. What exactly users want to store on the shelves.
Usage information
1.Talking with Vitsoe representative 2. Reiterating the shelving arrangement to finalise
Establishing a contact
1. Customised shelf building software 2. Manufacturing 3. Exporting
59
4.4.1 The three steps to place an
a sketch of the wall where he wants to
order
mount the shelving system.
These three steps are explicitly
designed to know about the context
Second step:
of the shelving system. These steps
In this step, Vitsoe encourages
demand the attention of the customer.
consumers to think a bit about how they
The tailor made shelving system needs
want to use their shelving system. This
a consultation with the customer and
requires time and planning. Rather than
hence while buying the shelving system,
going in specific detail, it encourages
customer have a conversation with the
users to categorise the artefacts which
shelving system expert planner at Vitsoe.
they want to keep on the shelves in to rough categories of objects. In each
First step:
category, the amount of the object is
This step is all about context in which
not specified in numbers but specified in
the shelving system is going to be. It
‘few, some, a lot’. This helps minimise the
demands the customer to measure the
error of the judgment on behalf of the
width and the height of the wall, the
customer as well as the Vitsoe.
wall type if it is hollow or solid and demands customer to send a photo or Contextual Information
Figure 22
60
Philosophy
Shape
Technology
Service
Usage information
Figure 23
Third step:
planner, Vitsoe expert planner analyses
This step is about establishing contact
the images and the rough drawings.
with the customer. This step is very
This Expert prepares a layout of the wall
important as customer waits for the price
according to your measurements. He
quotation, while the backend part of
puts the shelves in order of the artefacts
the service starts operating in full pace.
customer has specified and puts them
Ones the order is received by the expert
in proportion to each other. This is all
Establishing a Figure 24
contact
61
done in software specifically made for
4.4.2 Behavioural understanding of
Vitsoe employees or store manager called
Consuming Less
‘Project Management software’. At the
Vitsoe categorically promotes
Vitsoe, this software is the key entity of
customers to buy less today because
the service, where all the components,
they can always return and buy or re
parts and shelves are pre-loaded in
configure more when they want. This
the software. This software enables
attitude towards selling less for the
Vitsoe representative to respond to the
first purchase; decreases the barrier of
queries with quotations in matter of
actually buying the shelves and makes a
minutes. 90% of the company’s business
point about upgradability too. It ensures
comes from their website. The Vitsoe
customers that they can upgrade to more
representative takes care of the design
shelves whenever they want. Promoting
and advices customer on the design
to buy less today is a considered strategic
and suggests alternatives by getting in
decision which helps Vitose shelving
touch with the customer and then they
system sustains time. (Nes, 2009)The
together design the shelving system.
founder Neil Vitose has said that the
Ones the system is finalised, the order is placed to the factory in United
happiest customers are those who have
Refer to ‘6.5 Adaptability’
dealt with the Vitsoe the longest!
Kingdom. Each system is manufactured
Below are summarised points which
according to the specification. Because
manifest the ideology of consuming less.
each system is a unique combination of different components, each and every detail is done by factory workers. Robots are never used in the manufacturing
Behavioural Design in the Service Suggest customers to go slowly. Buy each and every item carefully.
facility. There is an inherent behavioural
Spend some time in measuring the
design involved in the Vitsoe. All touch
space that user wants to put on the shelf
points of the services galvanise the
to ensure long lasting product.
essence of long lastingness.
Vitsoe reassures customers that they are here to stay and the shelves bought
62
Philosophy
Shape
Technology
Service
later would be compatible with the old
4.5.1 Focus on Sustainability
set of shelves. Without a representative talking with
Everything at Vitsoe can be traced back to the principle of long lastingness.
the customer, the customer can not
Company avoids going with the newest
buy the shelving system. This is a very
trend and fashion. Due to the subtle
important step where the buying decision
nature of Vitsoe shelving system, Vitsoe
becomes more natural and human.
categorically mentions in communication
In entire business communication,
that their shelving system is like a blank
the emphasis is put on long lastingness
canvas, where users can paint their
of shelving system and on long term
colourful life. (Vitsoe, Ethos)
benefits for everyone associated with
Vitsoe including customers.
4.5.2 Systemic thinking
The entire shelving system works as
4.5. Manifestation of ethos of Vitsoe
a whole system. It is easy to construct
in a brand
hence easy to repair and dismantle if
To combine the product with its
necessary. This gives users immense
service and system, the manifestation of
flexibility. According to users need the
core values or ethos of Vitsoe in a brand
shelves can be added later or removed.
are mentioned below. Core values or
As users environment changes, shelving
ethos of the brand are dynamic principles
system can adapt to its environment.
which sum up the identity of the brand.
These shelves have been designed
These ethos are guiding principles for
keeping in mind the use and function.
internal and external brand building
Hence they are durable and hence they
process and hence they represent a
are long-lasting. These are the core
direction for product development,
principles which make Vitose shelving
behaviour and communication. (Mats,
system a true system. Every component
2003)
is designed and built to last as long as
Refer to ‘6.5 Adaptability’
possible. (Designcouncil, 2012)
63
This systemic thinking goes beyond just the product but it reaches to the service. The service is an integral component of the business at Vitsoe. The company’s ‘project management’ software is at the core of this service. Vitsoe is necessarily a web business. The application of good design principles here goes beyond just designing a product. Business designed as part of a larger system. This systemic thinking suggests, to control the user experience, one must design the entire system which fits perfectly in to a user’s life. Refer to ‘6.1 Design as part of a large
4.5.3 Promoting Reuse As adhering to the commitment of
system’
the Vitsoe business to the principle of long-lastingness and producing less waste, Vitsoe tries to produce as little waste as possible in all areas of business. The company describes reuse as its touchstone where the company gives an example of how they are still using a wooden stillage to transport aluminium parts for last 20 years. The company promotes reuse of the shelves for their customers also by Figure 25
64
giving them alternative to transport
Philosophy
Shape
Technology
Service
their shelving system while moving from
4.5.5 General benefits and
one house to another and by adding to
disadvantages for business
the existing shelves or by subtracting or dividing as necessary.
Benefits for any business are: 1. Doing right from the start helps
4.5.4 Economical benefits of the use of Strategies for aesthetic continuity and consistency The economic benefits for Vitsoe Company came after its reopening of the
product endure time. 2. A unique recognition among customers for the brand, product and established loyalty. 3. A steady growth of the business.
brand in 1995 in United Kingdom. Though the ‘606 shelving system’ is around for
Disadvantages for any business:
last 60 years; Vitsoe as a company after
1. Slow growth, especially in high
1995 focused more on online business
competitive market such as FMCG,
which now yields the 90% of the current
Electronic and Digital devices.
revenue of 5.5million pounds (projected) in 2011. The use of service design is visible
2. The continuity and consistency comes from steady implementation of visual appearance of product as well
in the revenue as the customer centric
as interactive behaviour over a lengthy
focus is evident in every aspect of
period of time.
company’s communication as well as the action as seen in the previously. Vitsoe has 47 employees and 5.5 m pounds of revenue. The philosophy of ‘living with less that lasts longer’ extends beyond product to the business supply chain. The aim is to cut the cost at the supply chain by 15% which will pass on to the customers. (Telegraph, 2012)
65
Conclusion:
One part of the system catering to Design fitting perfectly in to its environment with its all components and
The standardised parts in Vitsoe
aspect endures aesthetically. Look, feel
shelving system perform multiple
and interactive behaviour of the product
functions. Shelves can be re-arranged to
become part of the larger system.
suite the functional need of person or
Generating a colour scheme, a form language, use of material and minimum
66
multiple needs (Vitsoe shelving system):
changing environment. Omitting the superficial, the 606
finishes creates a system which can
shelving system concentrates on essential
merge in any living room with any
elements such as the multi-functionality
surrounding objects. The ‘606 shelving
of the shelves, user experience while
system’ is a perfect example of a design
moving as well as planning the shelving
which is part of a larger system.
system and so on.
Aesthetic Decisions Underlying products function (Dieter Rams):
‘2.3.2.1 Origin of proportions
Advancing Innovations (Dieter Rams): It is explained in detail that to make design endure time, it’s not just
of the shelves’ explains in detail how
important to do it right from the start
aesthetics (look, feel and interaction)
but it is also important to advance the
are aimed at making user understand
innovations and improve the existing
products function.
design over time. This makes design
Design is configuration of form,
adapt to current needs and practices.
colour, material and construction of a product (Dieter Rams)
Look and feel of a design and
Vitsoe business philosophy transcends from product to service which help
its interactive behaviour emerges from
user in every possible way from buying
the configuration of its form, colour,
shelving system to storing and shifting
material and construction.
when needed. The strong base of a philosophy plays an important role in it consistency and continuity.
Only essential, omitting superficial – by doing so forms become quiet, comfortable and understandable – Dieter Rams Order, proportion, Balance and Harmony – Dieter Rams Ones the diverse elements are unified with the same essence, the design has to ensure the oder, proportion, balance and harmony.
67
Apple iPad was chosen for following reasons: 1. Apple’s design approach is widely accessible. To understand iPad, it’s important to understand Apple as a company. 2. The change in design approach over time relates to the change of philosophy which drives the company. The content of this change is very important for the analysis. 3. The exploration chapter focuses on a tablet device for Indian customers; hence studying iPad creates the possibility of applying the learning in to creating concepts for tablets.
Figure 26
68
5. Apple and iPad
5.1 History of Apple computers Apple computers is founded by Steve Jobs and Stephen Wozniak. They
5.1.2 Basic philosophy behind Apple Computers. Steve Jobs, the founder of apple had
had a vision for personal computer in
his own philosophy about technology.
1975. They first built a prototype of
When Frog design began work for Apple,
personal computer in March 1976. Apple
Hartmut Esslinger, German born designer
computers came in existence in the state
and founder of Frog design had the
of California on January 3, 1977. In the
same idea of personal computer as Steve
development of the business over the
Jobs. It was a philosophy and belief that
past couple of decades, Apple’s domain
technology could empower individual and
of creation expanded from personal
thus act as a social equalizer. (Kunkel,
computers to music, phone and mobile
1997, p. 49) The design language he
media and computing devices such as
designed for Apple during the period of
iPad.
1984-90 was called as ‘The Snow White’.
69
It changed the image of Apple from a
than going by the brief given by Apples
start-up in Silicon Valley to a major
design team, Esslinger felt a need to go
competitor on globe.
beyond the brief. He felt that the Apple needed more than just a design language.
5.2 Philosophies dictating design
It needed an ‘approach’ to design rather
approaches
than just another design language.
5.2.1 Snow White’s consistent approach The Snow white language was
(Kunkel, 1997, p. 30) The central concept behind the design approach of ‘Snow White’ was in making technology friendly. In the
developed for Apple by Harmut Esslinger
following years Steve Jobs gave entire
and team around 1982-83. Apple had
responsibility of designing Apple
given an open brief to design a next
computers to Frog Design. In the snow
language of computers for Apple. Rather
white presentation to Apple,
Figure 27
70
Philosophy
Shape
Technology
Service
in March 12, 1983, Harmut Esslinger
Ones the desired philosophy
told Apple executives to ignore what
establishes its consistency; it could be
competition was doing. Instead he
applied continuously in innovative ways
insisted them to concentrate on the
at different places.
greatness of the Apple products. “For the effective design, it should convey sense
5.2.2 Consistency in look and feel of
of quality and competence. The design
Snow white
should express Apple’s philosophy of
To guide user’s perception in a certain
empowering people with technology. It
way, details were carefully crafted on
should express its soul and bestow sense
each product. To give a certain feeling
of ownership in users. Moreover, it should
or a sense that tells users that this
generate sense of belonging to Apple
computer is powerful but ‘OK’ and user
worldwide community”, Harmut Esslinger
does not have to lock the computer in a
told Apple executives.
vault. Lines on the walls made box look
Hence, ‘Snow White’ was not just a
Refer to ‘6.3 Functional Aesthetics’
smaller and precise. These lines would
language but a philosophical statement
run towards and away from the user. This
which guided the company to success
became a genetic code for ‘Snow White’.
without dictating the terms. ‘Snow white’ design approach was not defined as a corporate guide book for design. This
Figure 28
exhibits the true meaning of ‘having a philosophy for a company’. This approach to design can translate not just in to design of products but also its services, systems that associate with the product. The consistent manifestation of the philosophy is a key to generate the desired feeling among users of the product or service over time.
71
Similarly corner treatment was also
which was not done until 1984 by
formalized with tight corners on CPUs
computer manufacturers for the plastic
(2mm) and 5mm on the display side. To
enclosure. Only very few manufactures
maintain a sense of rigor, the perimeters
had those tools to get that zero draft. By
were always treated as concentric shapes
investing money in making that happen,
with respect to CRT screens and inner
Apple got considerable advantages.
and outer line on the bezel. To add to this
Aesthetically, the computer would look
sense of precision, one manufacturing
precise and resemble more sophisticated.
process was also important as part of the
Competitive advantages were also
language. This was Zero draft angle of all
enormous. Zero-draft angle would make
the products.
competitors hard to copy as very few
One of the key ideas that were
manufacturers could make that draft angle. Inside the box, components can fit
manufacturing with zero draft angle
tightly, saving space making computer
Refer to ‘6.1 Design as part of a large system’
Apple snow white 2 ‘americana’, 1982
explored in Snow White was
Figure 29
72
Philosophy
Shape
Technology
Service
Apple ‘baby mac’, 1985
Figure 30
smaller. Smaller product would require
30-32) This also signifies the attitude
less money to ship.
of doing right from the start keeping in
These key strategic decisions may have
mind the long term vision. Refer to ‘6.5
had speculative short term implications, for example spending more money
5.2.3 A consistency through a new
on manufacturing or not meeting the
design language
business goal of selling specific number
Adaptability’
Mobile computer was in the forefront
of units. These decisions to invest money
of the development at Apple computers
and human effort in the right direction
around 1991. The company had few
are decisive and their decisiveness is in
touch screen solutions with pen namely
the long run where competitors would
Newton Message pad which they
struggle to cope up with the innovation
released in August 1993. The design
at every level including the product,
style for the product development at
service and system. (Kunkel, 1997, pp.
that time was called ‘espresso’. Apple’s
73
new design language was developed by Apple’s Industrial design group, DeI luliis and Barbera from 1991. Apple Computers designers felt that they needed to depart from the ‘Snow White’ design to a new and leading design language. There was a wide feeling in the design department of Apple that as products became complex, customers need meaningful visual differentiation. Hence Apple decided to use design as a strategic tool. (Kunkel, 1997, p. 231)
Figure 31
It was a transformation of another style in to Apple’s wide range of product styling. The compilation of the guidelines
7. Details and surfaces that reflect light
as follows:
in interesting ways; 8. Animated but not cartoon like quality;
1. An intriguing, expressive shape;
9. An orientation of details that allow the
2. A profile so simple and iconic it could
user to turn the design ‘on’ and ‘off’, so
be reduced to few pixel and still be
that it does not conflict with Macs user
recognizable;
interface;
3. A combination of simple and complex
10. An emotional quality that is friendly
surface;
and accommodating. (Kunkel, 1997,
4. Details such as speaker holes that
pp. 30-32) The design style was a
express their function;
compilation of ‘Colour classic’ and
5. Central placement of logo and
Espresso design style. The central idea
graphics;
was to make products look modern and
6. Surprise elements such as roll-ins and
have a sense of liveliness.
tearing surfaces;
74
Philosophy
Shape
Technology
Service
Figure 32
5.2.3.1 Benefits of Espresso design language When the language was
5.2.3.2 Disadvantages of Espresso design language There were mainly three
implemented, each product was
disadvantages of the design language.
designed to have its own intensity and
First disadvantage was that the design
interactive behaviour. The idea to have
elements were easy to copy by other
each product the character of its own
manufacturers. Hence the distinctiveness
without sacrificing its consistency was
was no longer a differentiating factor.
well taken by the users. It was considered
Second major disadvantage was that
that the approach was an enduring one
there was a huge disagreement among
and would stay in future models too. The
industrial design group inside Apple.
entire design approach was based on
Design manager Robert Brunner agreed
differentiation.
that Espresso was a mechanism for designers at Apple to apply their egos.
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The Espresso language
The Snow white
1. Enabled each product to dictate its own expression.
1. Exploratory design exercise which was considered an approach to design rather than a design style.
2. It was stripped down to details where there was a danger of form becoming hard to understand and complex to perceive.
2. There were no guidelines among designers. It was all word of mouth. Designers knew when they saw the designed products. Snow white was more intuitive.
3. The consistency ones perceived by the designers of Espresso language did not stand the test of time, as competitors started copying the same language easily.
3. Style was more fundamental in a way in addressing and manipulating human perception and emotions about computers. Snow White direction left some space where user always gets freedom to express his/her feelings, emotions.
76
4. More prominent issues of the future, like interaction with software did not get addressed in the design.
Philosophy
Shape
Technology
Service
Jim Stewart another Apple designer, thought Espresso as a response to
5.2.4 Mobile Computing | Digital Age Jonathan Ive had this idea of deifying
the current style and design wars and
user’s perception about computers
means of differentiation for the sake of
in 1996-97. He says, “As we have
differentiation. Espresso was a design
struggled in recent years to define the
language which had an appeal of ‘In your
sensory experience of the computer in
face’ design. (Kunkel, 1997) Espresso
its broadest sense, we now understand
language gave a clear message from its
that as industrial designers we no longer
design style- ‘I am cooler, I am better and
design objects. We design the user’s
more global aware and trendy’.
perception of what those objects are. As
The third major disadvantage was
well as the meaning that accrues from
that, Espresso expressed an approach of
their physical existence, their function
manipulating user’s perception about
and the sense of possibility they offer.”
computer. To an extent where computer
In broader sense, experience design. The
would no longer feel like a tool but a
physical manifestation only represents
living character with sculpted surfaces
half of the expression. The other half
on top of it. The design of the computer
is the interaction of the user with the
would shout at user for attention
product. This allows design to come
when turned off. Though Apple had a
to life making its existence complete.
successful mass design style which gave
(Kunkel, 1997, p. 280)
their products individual identity as well
Refer to ‘6.2 Unifying elements’
This basic idea of the understanding
as the specific brand identity, around
of design was so strong that even today
1996-97 Apples innovation in software
it is very much relevant. This defined the
slowed down. This was a key strategic
obsession of the design team at Apple
failure, where company was unable to
to understand the user. “Rather than
understand the importance of a sound
following the trends, we will embrace
software platform in a computer.
the customer as never before, giving
Refer to ‘6.1 Design
them the opportunity to dominate the
as part of a large
designs we create and understand them
system’
77
on an emotional level.” He goes on saying
‘Simple Elegance’. Again it is evident,
that the goal is not just for the sake of
that when the designers and the
differentiation but it is for the value.
company’s philosophy match with each
Usable, engaging and emotive solutions
other, products which are produced
are the value. In March 2012 interview,
have a consistency and continuity in
Ive reiterates that doing something
its approach in design. Apple started
different, or want to appear new are
producing not only products but set of
totally wrong goals of developing
services and systems which support the
products. What drives Apple design is the
product to achieve its goal to design
genuine appetite to do something that is
user experiences by defining user’s
better. (Ive, 2012)
perceptions about its products.
5.2.5 The philosophy of less style,
5.3 Technological influences on
more humanity
Apple products over time
“The very act of styling distracts the
Apple launched the iPad on 27th
designer from the trickier issues of an
Jan 2010 to create a new category of
object’s meaning. ‘Style wars’ may excite
personal devices now known as tablet
corporate marketing departments, but
computers. The device was aimed at
styling and differentiation for its own
browsing web, reading and sending
sake is bad for users, because it robs
email, enjoying photos, watching videos,
the computer from its unique identity
listening to music, playing games,
and reduces it to just another lifestyle
reading e-books and much more. (Apple,
product.” These words from Jonathan Ive
Apple compuers press release, 2010)
are from 1996-97. (Kunkel, 1997, p. 280)
Though it was an innovation in itself,
On the other hand Steve Jobs had
Apple took a strategically calculated
a vision for a technology that could
risk. Though the inception of the idea
empower an individual and thus act
of a touch device was not new in the
as a social equalizer. Steve Jobs used
market; mass acclamation of the idea
to describe that products should have
of such touch devices happened after
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Philosophy
Shape
Technology
Refer to ‘6.4 Multiplicity’
Refer to ‘6.3 Functional Aesthetics’
Service
Apples innovation scope Peter McGrory 2012
Figure 33
the introduction of the Apple iPad. Over the years Apple has been focused on
screen to a bigger screen. Evolution of any product weather
creating value through different software
it is digital or a physical could be very
sets and interactions. Series of iPods
important factor than reinventing the
took advantage of iTunes to make music
wheel every time.
management and music purchase easier. iPhone was built on iPods success of
5.3.1 Evolution of products to create
implementing capacitive touch. iPhone
platforms
took advantage of the capacitive touch
Platforms are a collection of assets
technology which existed but was never
that are shared by a set of artefacts.
used in a user friendly manner before.
(Ulrich & Robertson, 1998) There are four
The backbone of the hardware is the
kinds of platforms which encompass a
software which was the first in its kind
business. Technological platform, Design
developed for the touch experience. iPad
platform, brand platform and systemic
took this touch experience of a small
platform. (Peter McGrory) Aluminium
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material has been used in apple products enclosure for long time starting with the iPods which were first manufactured using aluminium casing. Aluminium was categorically used in other products replacing outer shell of computers and laptops with a new laser cutting process for aluminium making it a technological platform. 5.3.1.1. The iPod: Apple built on top of their music software, a system to manage media content and put that to a portable music player. In consecutive next generations, Apple used 2way navigation system based on capacitive touch buttons to enable interaction of user with the media
Figure 34
on portable music device. preferred by mobile manufacturers over Capacitive touch buttons
capacitive technology for its precision
The technology was implemented
and resemblance to mouse based
in Newton PDA device by apple well
interactions. Mouse based interaction
before iPod and iPhone came in to the
is also an interaction which depends on
market. Computing and mobile industry
precise input.
always thought that the capacitive touch controls are not so precise and they are
By investing and building the
not useful in interacting with screen
technology, Apple optimized existing
based content. Resistive technology was
product for existing customers providing
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Philosophy
Shape
Technology
Service
Figure 35
them new intuitive and emotional
specific aluminium uni-body with specific
interactions.
product finishes has become synonymous
Aluminium enclosure Similarly in coming versions of iPod, apple stared introducing Aluminium
with Apple’s identity. Significance of iTunes
Refer to ‘6.5 Adaptability’
Significance of a software platform
casing, building capabilities for
to manage music on the portable music
manufacturing of aluminium enclosures.
device was a new way of interacting with
The investment in the aluminium
music on computer while putting it in a
extrusion and then CNC laser milling and
music player. Similarly, introduction of
many more technical innovations were
iTune store to sell music and charge per
followed after the strategic decision was
song in 2003 was also a significant step
taken to invest in a process keeping long
in the online sales of music. Later Apple
term goal in mind of implementing in
built over platforms which they already
all product range from Apple. Now the
had developed before.
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Referring to figure (apples innovation
long. Apples senior VP said, “We wanted
scope) one can judge that by improvising
an operating system that could last
existing technologies and combining
for another 20 years.” (BONNINGTON,
them to create a new meaning, generates
2012) The development took time and
low business domain change and low
painstaking efforts to make because
market change. The implications are also
the design team was developing the
less risky for the company if it fails to
interaction which was very different
make that change happen.
from mouse and resistive touch screen
Refer to ‘6.5 Adaptability’
based pen. The key factor for the OS was 5.3.1.2 iPhone The established iTunes software
endurance. Much attention was paid to the
was the base for iPhone to start with.
workflow signifying the simplicity of the
But in iPhone there was a business
in-built applications. Everything was
change. It was not just the phone with
thought bottom up as iOS was the first
any mobile carrier/ operator but with a
touch operating system. This simplicity
specific operator dedicated to iPhone
in accomplishing a task inside an
and with contract for a stipulated period
application adds a factor of pleasure to
of time. This enabled Apple to provide
the overall user experience.
specific experiences dedicated to iPhone
SDK:
users using the same operator and an
Apple’s creation of SDK (Software
established software market. While
Development Kit) for people who want
establishing iPhone, Apple introduced
to develop applications for iOS and sell
new operating system for its own
them on the Apple online store built
mobile device. This is called iOS. An
in iTunes was another kind of business
operating system specifically designed for
model which was never tried before.
capacitive touch.
This gave Apple a competitive as well as monitory advantage over other
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iOS development:
mobile industries. Democratizing the
The iOS was developed for lasting
application(App) development by sharing
Philosophy
Shape
Technology
Service
the iOS platform was a significant
store built in iTunes. This SDK gives
step in expanding Apple’s business in
fundamental directions for anyone who
new territory. By tightly regulating the
wants to develop applications for iOS.
applications developed by developers,
It dictates human interface principles.
Apple ensured the experience level for
Those are
user remains the same. Multi touch technology The iOS the operating system was
Multiplicity’
Aesthetic integrity Aesthetic integrity is not a measure of how beautiful an app is; rather, it’s a
designed to take advantage of the
measure of how well the appearance of
multi touch display panel. With iPhone
the app integrates with its function.
Apple checked their capabilities and
Consistency
took calculated risk before taking a
Consistency in the interface allows
major step in wrong direction. (Apple’s
people to transfer their knowledge and
innovation scope). Change in business
skills from one app to another. Ideally,
is directly proportional to the amount
an app is consistent with the iOS
of change in the market. Drastic change
standards, within itself, and with earlier
of market can create more risk of
versions of itself.
failing. Apple’s calculated risk, helped
Direct manipulation
them keeping their overall feel of the
When people directly manipulate
product advancing at the same time not
onscreen objects instead of using
reinventing the wheel.
separate controls to manipulate them,
Kinaesthetic Design
they’re more engaged with the task and
The ability of multi touch has
they more readily understand the results
been explored to create unmistakable
Refer to ‘6.4
of their actions.
experience around the touch screen. To
Feedback
take advantage of this, Apple has created
Feedback acknowledges people’s
SDK (Software Development Kit) for
actions and assures them that
people who want to develop applications
processing is occurring. For example,
for iOS and sell them on the Apple online
people expect immediate feedback
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when they operate a control, and they
correct balance between giving people
appreciate status updates during lengthy
the capabilities they need and helping
operations.
them avoid dangerous outcomes. (Apple,
Metaphors When virtual objects and actions in
Apple developers) The manipulation of the objects which
an app are metaphors for objects and
are on the screen creates bodily motions.
actions in the real world, users quickly
These motions are inherent in nature for
grasp how to use the app. The most
human beings and sometimes they are
appropriate metaphors suggest a usage
easy to remember and feel natural. For
or experience without enforcing the
example, to zoom in any photo, use of
limitations of the real-world object or
two fingers to drag the photo apart. This
action on which they’re based.
interaction is not natural for user, but
User control
once a user learns how to zoom in; it
Although an app can suggest a course
becomes sub-consious hence making this
of action or warn about dangerous
iconic interaction spontaneous for users
consequences, it’s usually a mistake for
(Naoto, Naoto Fukasawa and Design’s
the app to take decision-making away
Missing Jigsaw Piece, 2011).
from the user. The best apps find the
Figure 36
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Philosophy
Shape
Technology
Service
5.3.2 iPad iPad was a category of device which was released to take the advantage of the services and systems built over the years. iPad was aimed at taking advantage of existing iTune store, App store and a robust business model. Similarly, Apple took forward their technical capabilities in terms of building large multi touch panels, Precision Aluminium CNC laser milling
Refer to ‘6.1 Design as part of a large system’
manufacturing techniques and glass and LCD manufacturing techniques. Figure 37
Animation used for contextualisation of the store Animation adds value to this physical
5.3.2.1 iPad Design: iPad design is a very good example of an electronic object which is unified together to look so simple but inside, it
interaction. It plays a very important as
combines diverse materials, techniques
the animation most of the time dictates
and technologies. It’s a blend of the
the actual user experience.
effort put together by many people
The feel of animation like the flip of iBook shelf to reveal the iBook store
working on a product.
Refer to ‘6.2 Unifying elements’
The design of an iPad is a combination
generates a special recognition of the
of material, form, construction and
store for user. At the same time it serves
colour. All of this is interconnected
as a loading animation which gives
together that it forms a gestalt. The
application some time to actually load
aluminium alloy and glass as a material
the data which needs to be displayed.
which was explored before iPad in different products by Apple has a
85
Figure 38
“Rather than following the trends, we will embrace the customer as never before, giving them the opportunity to dominate the designs we create and understand them on an emotional level.� Jonathan Ive
86
strong influence in deciding the visual appearance of the device. Similarly,
bureaucracy from the development. The visual consistency of rounded
the manufacturing process defines the
corners extends beyond software icons to
visually unobstructed appearance. It
the physical device and the home button
also suggests that the device ‘appears’
which also has a rounded white square
to be strong. No crunching sound which
on it. By consistently using the elements
normally comes from plastic shells also
such as rounded corners, chamfered
defines the feel of an iPad. The order
edges along the periphery of iPad, matt
in which the buttons are placed on the
finish of the aluminium and glossy glass
device are the result thoroughly thought
panel in successive generations of the
interactive behaviour of user with the
iPad, Apple established a cohesive system
device. 3:4 ratio of the screen looks
of form, material, construction and
balanced and has a functional need to be
colour. Refer to ‘6.1 Design
there. This is all result of a collaborative approach in design. Jonathan Ive says, “I work with silicon designers, electronic and mechanical
5.3.2.2 Manifestation of Unification in Diversity
as part of a large system’
The physical design of the product
engineers, and I think you would struggle
is so simple that it almost looks not
to determine who does what when we
designed. Focus on the most important
get together. We’re located together, we
things is very evident and it is
share the same goal, have exactly the
unmistakably detailed to an extent that
same preoccupation with making great
it feels natural. The face of the product
products.” (Ive, 2012) This collaborative
is just a multi touch screen. Jonathan Ive
approach for designing something so
says in an introduction video,” I do not
(Apple iPad Intro
complex yet simple is very much evident
have to change myself to fit the product,
2010 Refer to the
in iPad. The multidisciplinary team who
it fits me” (Apple, iPad Intro, 2010). It is
works on product is a very important
evident that the iPad has been designed
aspect as they give lot of benefits and
keeping user in mind at every step of its
removes miss-understandings and
design.
Refer to ‘6.2 Unifying elements’
video
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5.3.2.3 iOS is the soul
part and everything else should just fades
Steve Jobs, then CEO of Apple, said
back. This defines what Apple thinks of
that the operating system is the soul
iPad.
of their products. (Apple, WWDC Apple,
Through a series of upgrades in its
2011) iPad essentially has just a screen
power of processing, wireless technology
and it becomes most important that
embedded in it, the advancements took
what happens inside the screen becomes
place from iPad to iPad 2 and then 3rd
the iPad itself. It is like Kenji Ekuan’s Soy
and 4th generation iPad. In last 3years,
Sauce bottle, where the complexity of
iPad has been revised four times. Only
the soy sauce dictates the simplicity of
ones the physical form factor has been
the form of the bottle. The enclosure of
changed. This implies that the form
the iPad ensures that the user does not
factor has reached its maturity and
get distracted by unwanted elements
increasing technical specifications
other than the screen itself.
over the years has kept iPad relevant
iPads multitouch With iPhone’s success Apple had enormous feedback from the users
according to the time. Change of form of iPad hence depends on the technology employed in it.
about the feel and usability of it. That is one of the many reasons that iPad was
5.4 Service and System
developed later than iPhone.The iPad is
iPad is just another piece of mobile
a category of product in itself and the
computing device unless it is connected
iPhone is not.
with its services. These services are very important for iPad to stand on its own
5.3.2.4 Advancing innovation
as a unique device and are key for the
The fundamentals of iPad design
user experience which prevails from 2010
were explained by Jonathan Ive in an
onwards. iPhone took advantage of the
introduction of the iPad video as basically
services in 2007 which were established
a glass surface where users can touch the
by iPod. Services like iTune music, TV
content. The screen is the most important
shows etc. iTune was first developed
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Philosophy
Shape
Technology
Service
in 1998 as just a music player. But in
system. By creating this system, Apple
2003, after the release of iTune4, Apple
could later connect any future devices
introduced a music store in iTunes. The
which come along to iTunes itself for
key factor was that anyone can purchase
media management.
a song for 99cents. (Apple, Apple
This systemic thinking allowed
Launches the iTunes music store, 2001) It
Apple to take over Sony music players
was a key strategic decision to connect
in 2001 onwards. Services provided by
iPod with iTunes for transfer of the
iTunes kept on increasing till the time
music, rather than just copying tracks
iPad was released. In 2010, it included
manually on any other media player.
music, tv shows, games, audio books,
1. It enhances the experience of
movies in the store. All of these services,
managing music on the computer for
provided a good base for iPad. Software
iPod.
Development Kit for iPad made it sure
2. It inherently becomes part of a
that services specific to iPad could be
Figure 39
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developed in coming years which would harness the relationship between the
Apple Brand Apple operates most profitable per
user and the device itself.
square meter stores in the world. The
iBooks and iCloud services
brand experience revolves around users
iBooks is a strategic platform for
and products which give the exact
creation and delivery of digital books
experience Hartmut Esslinger mentioned
specially designed to take iPad’s
in Snow White presentation in 1983.
technological advantage. iBooks takes
He insisted the board members to
advantage of available technology and
concentrate on the greatness of the
interactive behaviour and creates an
Apple products. For the effective design,
entirely new kind of textbook that’s
it should convey sense of quality and
dynamic, engaging and truly interactive.
competence. The design should express
(Apple, Apple Reinvents the Textbooks
Apple’s philosophy of empowering people
with iBooks 2 for iPad, 2011) iCloud
with technology. It should express its soul
stores user’s music, photos, apps,
and bestow sense of ownership in users.
contacts, calendars, documents and more,
To understand the consistencies and
keeping them up to date across all apple
continuities in Apple branding, it needs
devices. (Apple, Apple to Launch iCloud,
further investigation which is out of the
2011) This creates more unification in the
scope of this thesis.
Apple products digital experience. Both of these services show that, by combining product, service-system, Apple wants to provide new values to the customers using existing physical platforms such as iPad. This provides innovative and individual solutions to compete in the growing market of tablet computers.
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Philosophy
Shape
Technology
Service
Conclusion: 1. By connecting every platform together, Apple has created a distinctive and desirable look and feel for its products and sustainable interactive behaviour for users. This strategic approach implemented over a period of time makes products hence become part of a large system.
3. By unifying the digital experience, Apple combines its service-system and products seamlessly work together. Really important ( Jonathan Ive)
Focusing on really important
aspects makes design consistent over a period of time
2. The gestalt of the iPad provides
4. iPad’s functional multiplicity
consistent benefits for users by
completely depends on the application
communicating its function and the
it is running. By providing users a
beauty in interaction are defined by the
platform for downloading applications,
applications which run on it.
Apple adds adaptability as well as added functionality to iPad as a product.
5. The aim of the form, colour, material and construction of iPad is to communicate its function which is to interact with the multi-media content on the screen. The importance of this is highlighted in the advancement in the next generation models of iPad.
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92
6. Strategy for Aesthetic consistency and continuity
93
Design as part of a larger system
Kikkoman
Vitsoe
Muji and CD player
Apple and iPad
606 shelving system
Soy Sauce Bottle A sense of design
To make design respectful
Design fitting perfectly in
By building products,
consistent with
to its environment,
to its environment with its
service-systems over time
environmentally sensitive
understanding context of
all components and aspect
Apple has connected then
lifestyle is noticeable in
the design, use of it and
endures aesthetically. The
seamlessly to create a
‘Section 4’ in aesthetics of
physical impact as well as
Look, feel and interactive
consistent look and feel
soy sauce and the bottle
psychological impact of it
behaviour of the product
of product and a sense of
design with glass and
all needs to be in harmony.
become a part of the larger
continuity in its interactive
system.
behaviour.
plastic cap.
Waste avoiding, being
Harmonious and
A product has to be
Connecting dots through
sustainable (Kenji Ekuan)
respectful to its
designed as part of a
product,
environment (Naoto
large system (Dieter
Service-System
Fukasawa)
Rams)
Page number
94
27
39
48
54
58 64
72
77
87
6.1 Design as part of a large system
Points to consider Firstly, the principle of design as
all external components fit with the
part of a larger system describes in a
designed product as shown in the case
simple sentence to root the design in
study of Vitsoe and iPad impact the
the context. To understand the context
interactive behaviour of the product. The
of use, a designers must endeavour in to
benefits for consumers are numerous.
design research by employing their skills
Rooting design in the context makes it
to immerse themselves in the context,
understandable to users and over time,
analyse and produce actionable insights
design adapts to the users, enhancing its
to root the design in the context.
rich interactive behaviour.
Secondly, the principle points, how
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Unifying Elements
Kikkoman
Vitsoe
Muji and CD player
Apple and iPad
606 shelving system
Soy Sauce Bottle A design should employ
By unifying elements a
Only essential, omitting
Focusing on what really is
a sense of order ensuring
new sense of aesthetics
superficial – by doing
important and removing
maximal inclusion and
of ‘simplicity’ forms.
so forms become
the rest makes design
effective arrangement. An
by searching for most
quite, comfortable and
consistent in its look, feel
approach of putting same
compatible materials,
understandable
and interaction over a
elements together which
production methods and
are somewhat related in
forms.
period of time.
the essence.
Unification in Diversity
Diverse elements unify in
Order, proportion, Balance
Focusing on really
(Kenji Ekuan)
the concept of emptiness
and Harmony (Dieter
important aspects
with ease (Kenya Hara)
Rams)
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96
24 25
39
42
56
58
77
87
6.2 Unifying Elements
Points to consider By combining most diverse elements together which have the same essence and unifying them in a format which is understandable by the user of the product makes product Aesthetically Enduring. This is done through creating and recreating a system of form, colour, material and construction of a product. In terms of graphical user interfaces, it also applies to create a logical flow of information.
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Functional Aesthetics
Kikkoman
Muji and CD player
Vitsoe
Apple and iPad
606 shelving system
Soy Sauce Bottle After satisfying the
The quiet design of the
Design is configuration of
Styling and differentiation
function, pleasure is in the
CD player has a unique
form, colour, material and
for its own sake is bad for
realm of beauty.
interaction which defines
construction of a product.
users, because it robs the
the aesthetics of it.
Aesthetics (look, feel and
computer from its unique
interaction) are aimed at
identity and reduces it
making user understand
to just another lifestyle
product’s function.
product.
Drive to make beauty as
Iconic objects are like
Aesthetic Decisions
Less style,
a primary function(Kenji
products you’ve seen
Underlying products
more humanity.
Ekuan)
somewhere before,
function (Dieter Rams):
but have not. (Naoto Fukasawa)
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23
29
41 45 47
56
71 78
6.3 Functional Aesthetics
Points to consider Aesthetic decisions are justified by an understanding of product’s purpose. First establishing the logic and the function of any creation one can then strive towards beauty as a function of need.
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Multiplicity
Kikkoman
Vitsoe
Muji and CD player
Apple and iPad
606 shelving system
Soy Sauce Bottle Soy sauce is used to
By maintaining consistency
One part of the system
Customisation through
flavour many ingredients.
across more than 7000
catering to multiple needs.
screen content, iPad goes
Its multiplicity lies in its
products, Muji satisfies
Shelve can be arranged and
beyond a device to become
flavour. Similarly, the clever
different set of functions
re-arranged to suite the
the application it runs
design of the cap gives
over time.
functional need of a user or
outmost control to user
changing environment.
over the amount of soy sauce one pours
More function is better
Muji is an experience of
Order, proportion, Balance
Focusing on really
(Kenji Ekuan)
the world which co-exists
and Harmony (Dieter
important aspects
together.
Rams)
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24
31
42
55
78 83
6.4 Multiplicity
Points to consider Functional multiplicity talks about how a single device or an artefact or an application can integrate multiple functions together to give an enduring interactive experience. The continuity in experience comes from the fact that user can find multiple uses of the same design.
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Adaptability
Kikkoman
Muji and CD player
Vitsoe
Apple and iPad
606 shelving system
Soy Sauce Bottle Soy sauce and the bottle
By re-adjusting the same
Accommodating changes
By not changing the
both adapt to the usage
products for the context of
in the product without
physical form of the iPad
practices in the Japanese
use over a period of time,
altering the aesthetics
over several generations,
culture. Non-cluttered,
makes product adaptable.
makes the shelving system
iPad’s defined perception
understandable aesthetics
endure time with added
has a consistency in it.
of the bottle makes it
benefits for the customer.
ultimately adaptable.
Ultimate Adaptable of
Readjusting things
Innovations are necessary
Understanding user
product in terms of time,
for evolution (Naoto
for a product to continue
emotionally, designing
quantity and quality
Fukasawa)
to be considered a good
objects which define users
design. (Dieter Rams)
perception.
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25 27 31 33
43 45
52 57 62 63
73 81 82
6.5 Adaptability
Points to consider Ultimate adaptability ensures that the Aesthetics of the product does not just stay as it is but evolves over time by adapting to changing user behaviour, changing technology and context of use.
103
104
Chapter 2: Exploration
105
106
7. Strategic Ideas for ‘Aesthetic Consistencies and Continuity’
Exploration chapter examines
Because of the time constrain for the
the defined framework of ‘Aesthetic
exploration chapter, these ideas focus on
consistency and continuity’ to create
incremental change to the tablet in terms
a strategic approach in a chosen case
of look, feel and interactive behaviour.
exploration. It is necessary to be able
In the following sections, from 7.1 to
to put the learning from inspiration in
7.5, ideas are generated based on each
practice to ascertain the usefulness of
principle.
the framework. The main aim of the
There are challenges in establishing
exploration is to create alternative
tablet as a utility device in India. These
ideas. Exploration is necessary to create
challenges are briefly mentioned in the
alternative solutions. (Daniel, 2008).
following sections.
The main objective of the exploration chapter is to try and create ideas for a tablet devices aimed at Indian consumers.
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1. Internet Usage in India In India, the availability of large
capture the market. What happens when people start discarding all these devices?
screen touch devices (tablets) at an
Among many reasons for the replacement
affordable price is driving the growth of
of these devices, lack of attention paid
the tablet market. The Tablet market is
to the design might become one of
expected to grow and revolutionise the
those reasons. This poses a monumental
service delivery for education, healthcare
challenge in the management of the
and governance in India (EconomicTimes,
life-cycle of the tablets. India has one
2012). In India, only 10% of the
of the biggest non-formal recycling
population has access to internet.
sectors. With 95% of the recycling of
More than 60% of the users access
e-waste is done by means of non-formal
the internet over mobile phones. An
recycling; these methods of recycling are
access to internet to next million users
un-organised and are hazardous for the
is a huge opportunity. Affordable tablet
environment as well as for the workers
computers will have a lasting impact on
who work in these recycling businesses.
the interaction between the users and
The most dangerous act of recovering
internet based services. For many Indians,
metals from Printed Circuit Boards is
tablets would be the first computing
performed by out dated methods. These
and internet device. This opens a huge
methods are hazardous for human
opportunity for defining what tablet
beings. A design solution taking care
means for users.
of these issues is a need of an hour for Indian tablet market (e-waste).
2. Generation of e-waste It is predicted that by 2015-16, 7.3 million tablet devices would be in use in the Indian market. Looking at the
3. Establishing a third personal device Touch screen mobile devices are
current trend, most of these devices
becoming a primary mode of mobile
would be cheaply assembled devices by
operating interfaces. Tablet market is
manufacturers whose sole intention is to
growing in India. Indian consumers
108
are aware of personal devices such as television and mobile phones. Consumers
This is done by following four key steps.
know their practical usefulness and benefits. The challenge here is to
1. Key observation from the inspiration
establish a touch device such as tablet,
chapters as well as key observation from
as a utility device which can bring
the Indian context.
Observation
benefits for users. Tablet has not yet been established as a personal device in India.6
2. Actionable insight.
Insight
Hence to address this challenge the exploration part of the thesis is focused on tablets for
3. Ideas and their representation
Idea
India.7
For each principle, strategic ideas
4. Benefits and further investigation
Pro-Cons
are explored for the tablet computers in Indian context. Strategic ideas are those ideas which bring distinctive and desirable benefits to customers, which can be applied to different applications, product generations and businesses.
6 Refer to Appendix
(Prof. Peter McGrory)
1.2 Meaning of the product interaction 7 More background research can be found in Appendix 1.
109
7.1 Design as part of a large system
7.1 Design as part of a large system
As stated in the section 6.1, creating a design which is part of a larger system
8 Refer to
observation also came from author’s personal experience from day to day life.
brings sustainable benefits for the business as well as users.
Appendix 2 – HUX study for more information
From HUX study
8
1. Tablet users perceive tablet as easy
7.1.1 Key observation Most of the key observations came
to use device and features of different software on the tablet as an important
from a quantitative study conducted in
aspect of tablet, they do not rate it the
India in collaboration with designaffairs
highest in comparison with other factors.
Gmbh. This study was focused on the
2. Perceived usefulness of these
perception of the existing customers
features is very important in order to
about tablet computers as a product
achieve best user experience on a tablet
category. This study is called HUX
device.
(Holistic User Experience). Few
110
Observation
Insight
Idea
Pros-Cons
2. This application can act like
7.1.2 Actionable Insight 1. The observations signify the
a platform which can open new opportunities for tablet business
ambiguity about the overall utility of the
to expand beyond a multimedia
tablet computers in the minds of users.
consumption device in to service delivery.
2. Rooted in the context, the design of
Research shows that localized small-
tablet has to be part of the larger context
medium scale grocery stores are preferred
in which it will be used.
by customers for their nearby locations and variety of choices (Goswami &
7.1.3 Idea Instead of creating just another touch
Mishra, 2009, pp. 127 - 143). Tablet can act as a location aware computing device
device which focuses on Multimedia
which can connect and create a network
Consumption as the primary mode of
of small-medium scale grocery retailers
usage, using background research and
in a particular city.
quantitative research, a new strategic position of tablet computer can be defined for the future.
There can be three types of users of the tablet in the system: 1. Small-Medium Scale Retailers
By taking advantage of tablet’s portability and use it to run an application focused on a business area;
2. Customers who buy from these retailers.
the idea is to create a locally aware application for small-medium scale grocery retailers in the city for their
3. Suppliers to these small-medium scale retail shops.
daily business and customer interaction. This gives two kind of benefits for tablet manufacturer. 1. To associate Tablet computer
Using tablets as their exclusive data entry tool as well as an interactive tool to communicate with their suppliers as
with useful application provides a good
well as customers, small-medium scale
recognition for business.
retailers can benefit largely with their
111
Figure 40
customers. Refer to figure 40. An application dedicated to specific
will largely benefit from such a service targeted at tablets. Benefits come from
small-medium scale grocery stores in
the fact that the right information is
urban Indian cities called ‘Seva’ (meaning
delivered to retailers and customers
Service) could be developed to root the
at the right time. By establishing
design of tablet user experience in to the
relationships which are largely
context.
appreciated by many peple in India. This software platform will benefit grocery
7.1.4 Benefits for the customers 1. Retailers as well as their customers
112
store customers to make wiser choice as well as increase business for retailers.
Observation
Insight
Idea
Pros-Cons
Similarly, the integration of the tablet
Following the principle of ‘design
in the large network of retailers would
as part of a system’, one needs to
definitely influence the interactive
investigate further and establish an
behaviour of the tablet in the future.
environmental conscious mind-set for
Benefits for the business that
manufacturing of tablet, as well as the
produces such tablet device:
resources used to create the service-
1. The major benefit will come from
system.
tapping the unexplored market of service delivery using tablet device as a retail
3. Carefully branding the application
access point. Similarly, application ‘Seva’
as a platform and tablet as a consumer
will largely differentiate the tablet for
device at a right price point is the key to
retail with other tablet devices which
make the brand desirable and distinctive.
9
target only media consumption. This
The business philosophy has to merge
is one of the ways to make semantic
with the brand philosophy to make the
association of tablet with a localised
brand sustainable.
service network of small-medium scale retailers.
As explained in the section 6.2, this principle is fundamentally taking diverse
2. Depending on the feedback from
elements and unifying them in a format
users, tablet manufacturer can tap in to
which is understandable by the user of
more local service deliveries.
the product.
7.1.4.1 Proposals for further investigation: 1. Need for further implementation and iterations to enter the tablet market in India. 2. Need to establish a product lifecycle management
113
7.2 Unifying elements
7.2 Unifying Elements
7.2.1 Key Observation Unification in diversity can be
around acoustics and providing relevant cues in design to suggest the quality
achieved through creating and recreating
of the interaction can create a unified
a system of the physical form, colour,
experience for tablet users.
material and construction of a product. This is also done through combining most diverse elements together which have the same essence.
7.2.3 Idea The idea is to integrate the relevant information in to semantically arranged categories which are intuitive to use.
7.2.2 Actionable Insight Combining relevant information on the
Hence continuing with the Tablet device focused on ‘Small -medium scale
screen at one place can generate better
retailers’ several ideas are explained in
interactive behaviour with the screen and
this section developed encompassing
information. Similarly, designing a tablet
physical tablet interaction as well as the
114
Observation
Insight
Idea
Pros-Cons
Figure 41
software interaction. The category of the grocery is
information relevance. Each square box gives overview of most important category
displayed with the relevant information
of product, its price and notifications from
for the ‘Small -medium scale retailer’.
customers who have ordered that category
In a typical grocery shop, there are
of product and a due visit of a supplier.
numerous ingredients. It is a complex
For example, as shown in the figure 41,
process to keep track of all those
‘Grain’ box shows relevant grains and its
ingredients. Authors experience as a
information in brief.
native designer helped here to define the
115
Figure 42
Ones, user taps the box on, a new horizontal box opens up. In this box
navigate back to previous page. 2. Rather than gathering every
information is arranged as per the
setting of the application in one place,
category of the product. The focus is on
pop-up distributes the settings of the
unifying the most important information
applications, to relevant places.
in the confined space. This information consists of a particular grocery item from the category, the customer orders and supplier visits to the shop. A pop-up Menu is used for editing
7.2.4 Benefits for the users The integration of supplier – customers – goods might help smallmedium retailer track their business
specifics about groceries. It creates a
efficiently. For example: An order
friendly way of navigating through large
from customer for ‘X’ type of item will
data.
directly update the inventory and show if
Pop-up menu can be beneficial for two reasons. 1. By not leaving the page, the anxiety
necessary the most favourable suppliers in the list. For customers, they can always stay in
of the user can be minimised. By keeping
touch with day to day grocery shopping.
previous page visible; pop-up provides
For these customers, the tablet can
a visual cue for user which help them
become a touch point for a localised
116
Observation
Insight
Idea
Pros-Cons
service delivery. Benefits for the business that produces such tablet device : Concentrating on a single device with a consistent interactive behaviour for a
in order to prepare the application. One needs to verify if ‘Unification in Diversity’ makes the tablet’s interactive behaviour intuitive and flow of information easy. Aesthetics are a configuration of
particular but vast group of customer
form, colour, material and proportions.
would help establishing the tablet device
Aesthetic decisions are justified by an
in the market for short term.
understanding of product’s purpose. First establishing the logic and the function of
7.2.4.1 Proposal for further
any creation one can then strive towards
investigation
beauty as a function of need. (Section
Using design research and prototyping
6.5)
methods, understanding of the smallmedium scale business needs to be done
Figure 43
117
7.2 Functional Aesthetics
7.3 Functional Aesthetics
7.3.1 Key observations 1. The perception of smoothness in
7.3.2 Actionable Insight
Tablet device, regardless of
the interaction of the device is directly
specific user, if personifies the good
related to the performance and material.
acoustic quality and smooth interaction,
This indicates that the look, feel and the
it could give distinct benefits for business
interactive behaviour is interconnected in
as well as users. It can be a major
the tablet which can provide a delightful
differentiation factor which has roots in
experience for the user.
the perception of the users.
2. Similarly, acoustic is one of the major influential factors observed in the HUX study. It influences the overall smoothness of the interaction as well as perceived performance of the device. (HUX 2012)
118
Observation
Insight
Idea
Pros-Cons
7.3.3 Idea 1. Physical form factor: To personify the acoustic of the tablet in physical form, which influences the perceived performance of the tablet, the idea is to embed cues of sound in physical form. By adjusting the speakers at the exact intersection of the concentric holes, it naturally paves a way to give a form to the tablet itself. Accordingly, rounded corner of the tablets are defined.
Figure 44
119
‘Seva’ logo is essential to differentiate tablet with other devices.
2. Volume control interactive behaviour: iPad from Apple computers, has established itself as a central member 10
of the semantic space in the tablet
More can be found
computers10. Hence forth, to differentiate
in the appendix
the new design of the tablet, one must
section called ‘meaning of the
embed contextual cues which matter to
product’.
the users.
Figure 45
120
Observation
Insight
Idea
Pros-Cons
A capacitive touch button can be installed exactly at the curve on the speakers. It semantically connects speakers and the volume control to create a new form of interaction. This interaction of controlling volume is derived from the old wheel based volume control interaction on the radios or taperecorders.
Figure 46
121
Figure 47
The front of the tablet form factor has two functions 1. The white border holds the screen giving feeling of durability to the user.
Dimensions of the tablet: Screen size: 200mm X 150mm Reasons: 1. One hand has to hold the tablet and
2. The curved surfaces on the four
other should operate. Without excessive
sides help user to navigate through the
use of the elbow which can be irritating
content of the screen by swiping it across
for the user, he or she should be able to
the surface of the screen.
operate the touch buttons on the tablet.
122
Observation
Insight
Idea
Pros-Cons
Figure 48
2. The volume button should be within the reach of the palm. The 50th percentile of the hand length is 180 mm. (Debkumar) 3. 3:4 ratio is one of the ideal ratio to view multimedia as well as application content. Red line on one corner is very
significant. It has two proposes to be there. 1. Most of the time, tablet is used from the front view. Red line on the corner helps user to locate the volume button. 2. Red line also dictates the orientation of the tablet.
123
The surface joints are a very important aspect in the tablet form as the reflection of the light can change the look of the tablet. The smaller the radius the cutting edge the device looks. Radius of 1.25 mm was chosen so that the device maintains its smart look without looking cutting edge in terms of technology. Figure 48
The assumption is that, the first time buyers of the tablet would resist to buy the tablet if it looks too cutting edge or smart which might be the concerned for many first time buyers.
Figure 49
124
Figure 50
3. Digital interactive behaviour ‘One canvas’ interaction is a simple
efforts in remembering the flow of information. Moreover, when needed
idea where the steps to get in to an
a pop-up menu can be used to cater
application are minimised by keeping
to more specific information. This idea
the application on same surface.
though not new, can create a easy to
Metaphorically it can be referred as ‘One
use user interface especially for small-
canvas’.
medium scale grocery retailers who
One canvas interaction has to be developed in order to minimise the
might spend most time with such a user interface.
125
Figure 51
Using the animation principles
dimension of the first finger for the
(Lasseter, 1987), this interaction can
Indian consumers (95th percentile).
be made to look smooth impacting the
(Debkumar)
perceived performance of the device. The swiping gesture hence is included in the physical form of the tablet by
7.3.4 Benefits for the customers
Simple, intuitive and easy to
giving the form tapering edges. For
use interface are the benefits for the
the ease of swiping gesture, the area
customers. The pop-ups could be an
surrounding the screen has to be around
easy way to recognise and associate
15-18mm which is an ergonomic
information semantically.
126
Observation
Insight
Idea
Pros-Cons
Benefits for the business that produces such tablet device
In long term, if executed
Further investigation needs to be done in order to implement this interaction done by trying to unify the information
canvas interaction can be leveraged to
in order that it appears on the screen.
make it in to a platform. The continuity
Prototyping the idea of treating screen
in the interactive behaviour will create
as a canvas which user can drags and
an association with the users. Moreover,
interact with it and test it if it actually
if improved in coming generations of
works or not.
recognisable with the business brand.
study in Appendix
idea in reality. This investigation can be
correctly, the strategic approach of one
the product, than discarding it, it will be
11 Refer to HUX
Functional multiplicity is about how single device or an artefact or an application can integrate multiple
Proposal for further investigation In the due course of the ideas, materials and manufacturing processes were not explored in creating ideas
functions together to give an enduring interactive experience. More functions the better is the philosophy behind this principle.
which in further studies can be explored in detail. Hence the parting line is not shown in any of the ideas which depend on the manufacturing process and material or composite of which the device is made of. Further investigation should be carried out keeping in mind that in India, though people perceive tablet as an easy to use device11, tablets which have materials which take away usability concerns are perceived positively.
127
7.4 Multiplicity
7.4.1 Key observation:
When one part of the system
interface of the application, one can also maximise the functional usage of
caters to the multiple needs, user finds it
it. It might be helpful for users to get
easy to interact with the product hence
accustomed with the interface over a
forth uses it for long time. In the area
period of time.
of tablet, the functional multiplicity
7.4.3 Idea
is already achieved by number of
Areas can be assigned in an
applications the screen can display with
application for multi-functional purposes
which users can interact. Fundamentally
such as displaying relevant information
it is providing more functions to a tablet
about the application, user etc.
computer.
The highlighted area is very important for the layout of the application for two
7.4.2 Actionable insight:
128
reasons
By embedding cues in the
Observation
Insight
Idea
Pros-Cons
Figure 52
1. It is an area which can be used to
cluster of information. The continuity of
display relevant information irrespective
the interaction is also possible once the
of where the user is in the application.
areas, where the particular information is
2. It acts as a visual holding point
found, are established.
providing necessary visual harmony.
7.4.4 Benefits for the customers
By consistently using the
same layout system for the applications, users will be at ease to navigate through
129
Benefits for the business that
involves participation of the stakeholders
produces such tablet device
as well as planning for the functional
Aesthetic continuity of the
application could be beneficial only if applied over the platforms. This
multiplicity from the beginning of the business establishment. Referring to section 6.3, Ultimate
current idea explores the application
adaptability indicates the adaptability
for managing grocery store supplies,
of the designed artefact over a period
customers and inventory. Consistency and
of time. The ultimate adaptability
continuity has to be maintained for the
establishes the designed artefact as an
applications across the platforms which
enduring entity over time.
can be expanded in future depending on different business factor as well as the successful implementation of the design.
7.4.5 Proposal for further investigation
There are lot of opportunities
where further investigation needs to be done in order to leverage the functional multiplicity of the application as well as the tablet. The success of the ‘Grocery Service delivery platform’ depends largely on partners and stakeholders such as small-medium scale retailers across a particular city. With the implementation of the idea, business can benefit largely by creating value for all entities involved in the business and service. (Zott & Raphael, 2010) This
130
Observation
Insight
Idea
Pros-Cons
131
7.5 Adaptability
the interaction is closely associated with
7.5.1 Observation:
Advancing innovations in a
the ‘Tablet Device’ itself.
The adaptability of the physical
product evolve design over a period of
product as well as software needs to be
time. Advancing innovations indicates the
considered in order to keep up with the
adaptation of the artefact (digital and
change in technology over a period of
physical) to its changing circumstances
time.
and user behaviour over a period of time.
7.5.3 Idea
7.5.2 Actionable insight
To make design adaptable, it
By keeping tablet device up
to date with software and hardware, it
has to be relevant over a period of time.
needs to readjust itself in one form of
The application for ‘Small- medium scale
new technology as well as the use of it.
retailers’ named ‘Seva’ in near future can be turned in to a platform associated
This can be accomplished by
generating the vision for the tablet
with ‘City Specific Service Delivery’ where
132
Observation
Insight
Idea
Pros-Cons
Figure 53
device as ‘a service delivery tool’ and
look, feel and interactive behaviour of it.
following it rigorously on two levels.
Advancements in the Device The device can be upgraded with new
Advancements in the System The system is contextual and limited
and latest software features that strictly
to cityscape. Ones it is accomplished,
should incorporate the user insights of
the system then cab be expanded to
the usage of the tablet. The physical
have a more role in the nearby areas
device can be upgraded over a period of
service delivery such as ‘Heath care’ or
time, if necessary without changing the
‘Education’. The idea is that taking the
133
same components of the software, the
could create monetary benefits as well
business could be expanded to increase
as customer loyalty (Scott, Jeff, & Linder,
the market for tablet as a ‘service
2005).
delivery tool’.
By changing the thickness of the tablet over a period of time, consistency
7.5.4 Benefits for Users
Users of the tablet are likely to
in look and feel and continuity of interactive behaviour over a period of
benefit from the local services delivered
time can be achieved. This also brings a
to them through tablet computer. The
strong brand value to the business where
immediate beneficiaries are the small-
customers can associate the tablet with
medium scale retailers as well as the
‘Seva’ as a brand.
suppliers. The secondary immediate beneficiaries are customers who can
7.3.5 Proposal for further
browse nearby local shops and establish
investigation
a contact.
Brand is built on design.
Perception of design is directly associated
Benefits for the business that
with Materials, performance of the tablet
produces such tablet device
and utility of the software12. This needs
Ones the platform is successful and running, it will be hard for other tablet
to be considered while adapting the tablet for future.
manufacturers to copy it. This will benefit financially and create a desirable and sustainable brand for the tablet. Priced at a right price point, the business can capture value and make profit. With right business model, which captures value network in form
12 More details
of product-service flows and customer
can be found in appendix 2.
relationships through localised service
134
Observation
Insight
Idea
Pros-Cons
135
136
8. Conclusion
This final section briefly restates
period of time. This aim was achieved by
the objective of this thesis work and
analysing four different products which
reviews the methodology of the work.
seem to have established a certain degree
Furthermore it also includes summary of
of consistency and continuity in their
the result and further discussion.
look, feel and interactive behaviour.
Thesis objective
Review of methodology
As stated in the section 2, the aim
Through background research, from
of this thesis work was to find out if
section 1.5, a basic framework for the
a certain degree of consistency and
study was developed. Through this
continuity in the aesthetics of the
framework, case studies of the chosen
product or family of products could
products were carried out for the
prove to be strategically significant for a
purpose of the research. This research
company or a business over a prolonged
was primarily focused on the look, feel
137
and interactive behaviour of the product
to last longer. It has been in production
combined with its service-system. The
since 1961.
research was an attempt to have a deeper understanding of 1. The philosophy of the designer and the business. 2. How that philosophy is turned in
Kikkoman Soy Sauce bottle Similarly, the philosophy of Kenji Ekuan (Section 2), who has designed the Kikkoman Soy Sauce bottle, is a key
to a tangible outcome in the form of a
factor for the aesthetics of the bottle.
product.
Here the culture in which this bottle is
3. How influence of technology and
used and the understanding of the nature
service over a period of time affects
of the ingredient, ‘Soy sauce’ gives the
the product’s look, feel and interactive
bottle its long lasting aesthetics.
behaviour. 4. How service influences the aesthetics of the product.
Muji CD player In case of Muji, the core values of the Muji business make sure that
Research Findings
In all the case studies, the
the products designed as part of Muji business bare a certain consistency
analysis of product service-system gave
and continuity in its aesthetics. This is
a strong evidence of use of an aesthetics
evident in the Muji CD player (Section 3).
being strategically significant for a
Designer’s philosophy aligning with the
company or a business over a prolonged
philosophy of the brand is a core reason
period of time.
for the CD player to be part of Muji’s product portfolio.
Vitsoe In case of Vitsoe 606 Shelving System (Section 4), the remarkable focus on
Apple and iPad Apple’s iPad is a core example of how
the users and ethos of the company has
service-system supports a product for
made it possible for a shelving system
long time. iPad is a manifestation of
138
the philosophy ‘Less style, more human’
their products aesthetic endurance. This
(Section 5).
product endurance proves to be of a
Each case study was followed by
strategic significance for the business.
the conclusion of the study, in form of five different points. The similarities between those 5 different concluding
Research result assessment Below is an assessment of the
points were highlighted at the end of
framework done using Core competence
chapter 1. The summary of the research
criteria (Prahalad & Hamel, 1990).
was comprised in to five main principles of the framework called ‘Strategies for Aesthetic consistency and continuity’. Through the entire research of the four products, their service-system; 5 principles emerged through the research which is mentioned below. These five points can be summarised as follows 1. Design as part of a large system 2. Unifying elements 3. Functional Aesthetics 4. Multiplicity 5. Adaptability All the products and businesses analysed in the case study, seem to have a certain degree of consistency and continuity in their aesthetics. These products, knowingly or unknowingly, have used these five principles effectively over a prolonged period of time. The result of using these principles gives
139
A product or range of products design as part of a larger system Significant and perceivable Customer/
It takes away anxiety from user. It
User benefits.
provides sense of harmony to users by balancing physical impact on the environment as well as psychological impact on people. It also ensures products function, utility and un-wanted break ups.
Applicable Across Platforms
Brings a certain degree of aesthetic consistency and continuity. This is the system which is applicable across platforms, applications, products and could even be applied in different markets.
Hard to copy or imitate
The interactive behaviour of an individual product is easy to imitate but an interactive experience of product/ products designed as part of larger system becomes hard to copy.
140
A product or range of products designed by unifying elements Significant and perceivable Customer/
Sense of order and effective arrangement
User benefits.
unifies every element of the product. This makes product/ products understandable, comfortable and brings clarity to users.
Applicable Across Platforms
To achieve this clarity, this has to be applied across platforms, different products.
Hard to copy or imitate
If not applied across platforms, it is easy to copy or imitate by businesses.
141
A product or range of products designed for functional aesthetics Significant and perceivable Customer/
Look and feel of the product or family
User benefits.
of products communicates its function. After satisfying the function, user benefits from the pleasure in the interaction with the product itself.
Applicable Across Platforms
To achieve sustainable benefits for customers, functional aesthetics has to be applied across platforms.
Hard to copy or imitate
Unless patented, it might be easy for competitors to imitate and ripe immediate benefits of this principle rather than sustainable benefits.
142
A product or range of products designed for multiplicity of its functions Significant and perceivable Customer/
Look and feel of the product or family
User benefits.
of products communicates its function. After satisfying the function, user benefits from the pleasure in the interaction with the product itself.
Applicable Across Platforms
To achieve sustainable benefits for customers, functional aesthetics has to be applied across platforms.
Hard to copy or imitate
Unless patented, it might be easy for competitors to imitate and ripe immediate benefits of this principle rather than sustainable benefits.
143
A product or range of products designed to adapt over a period of time. Significant and perceivable Customer/
By adapting to the time, product
User benefits.
advances itself to suite the changing customer needs. It benefits customer by strengthening strong bond between customer and product.
Applicable Across Platforms
As products adapt, the system, platforms and business needs to adapt over a period of time.
Hard to copy or imitate
Adaptation becomes hard to copy as product accommodates new features over a period of time, other businesses might struggle to imitate the same adaptation.
144
In chapter 2 ‘exploration’, set of concepts were developed based on the
advantage over other tablets. Similarly, the form of the tablet
principles distilled from the chapter
concepts mainly focuses on the
1 ‘inspiration’. These concepts were
manifestation of the sound in the tablet.
of strategic significance and were an
The user interaction is focused on an
exercise meant for creating design
application for small-medium scale
alternatives for the ‘tablet computer’
retailers.
based on Indian consumers. These concepts were developed on the basis of a quantitative study of current
Discussion The strategic framework distilled from
perception of Indian consumers about
the empirical research from exploration
tablet computers. For this study of Indian
chapter has inherent weakness as well
consumers, firstly a strategic tool called
as strength. The weakness is in the
Holistic User Experience (HUX) was used
fact that principles of the framework
in collaboration with designaffairs GmbH,
does not pin point the path in which
Munich. Summary of this quantitative
each principle could be implemented in
result is as follows
practice. But the fact that it is not a step
1. Indian consumers perceive
by step map of implementation means, its
usefulness of the tablet computer but
dynamic nature might become helpful in
there is an ambiguity in the use of the
developing products and services for any
tablet in the local context. This is due to
business.
lack of local adaptation of the tablet. 2. The Tablet’s perceived sound
The ‘Exploration chapter 2’ on tablet computers for Indian market is focused
quality is directly related the perceived
on Small-Medium Scale retailers. The
performance.
decision to focus on ‘Small – Medium
Hence, to give tablet a strong context
scale retailers’ for the implementation of
of use, the ideas were explored from
the derived framework in user interface
the context of the small-medium scale
could have been researched more,
retailers. This might give tablet an added
given more time. Due to lack of time
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and resources (Actual research on how retailers manage their shops currently), the exploration chapter provides scattered ideas which are incremental than innovative. Hence the ‘Inspiration chapter 1’ remains the strongest in the thesis work. Further investigation must be carried out in practice, in order to implement the framework successfully and assess its usefulness in practice. This investigation has to be carried out by actually designing a product or set of products based on a company or business ethos. In the exploration chapter, the ‘Aesthetic consistency and continuity’ framework helped to stay focused on the manifestation of the given principle. Without the understanding of the principles, the ideas would not have emerged as they are. There is a utility value of the framework but without action and use of existing design methods to actually design the product and services, it might be of less use.
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Appendix 1 1. Touch Devices in India
Mobile devices have become a common tool of communication among most of the Indians.
There are 908.36 million mobile devices operating in the country according to latest report from the government. The number of devices are around 75% of the total population of India. Touch based input method in recent times has become a reason for the paradigm shift which is happening at the moment in mobile based communication. Like in the rest of the world, first successful touch device introduction in India marked Apple’s entry in to the phone market. After an entry of the iPhone, many Chinese manufacturers and local players have entered in the mobile market capturing a significant amount of market share in mobile devices. The entry of iPad in the late 2010 marked the beginning of a new category of device which has a large touch screen than mobile device. Sooner this device became popular among Indian first buyers. Today the sale of large screen touch devises known as tablet
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computers is surging high. 40% more devices will be added to the existing tablets in next five years. Though in statistical terms this 40% growth is important, there is lack of design research data on the usage of these tablets; current usage as well as future possibilities of the usage. The implications of look, feel and interactive behaviour of these devices (Aesthetics) will be decisive in the future. The design of these tablet computers will mould the next computer interaction by empowering people my means of technology.
1.1 Background study for Touch Devices in India
Large screen touch devices have become important worldwide after the launch of iPad
by Apple computers in 2010. This original device crafted its own category. After iPad, there are many manufacturers who followed Apple to grab the ever increasing market share for these devices. These tablets are aimed at consumption of digital content. These tablets are focused on browsing internet, watching videos and listening to music. Over the last two years, these devices are endeavouring in to creation of content such as editing movies, creating songs and mixing them, using tablet for editing photos and so on. 1.1.1 Internet Usage In India, the availability of these tablet computers at an affordable price is driving the growth of the tablet market currently. Tablet is expected to grow and revolutionise the service delivery for education, health care and governance in India. (http://ncnonline.net/index.php?option=com_content&task=view &id=5384&Itemid=49) In India, only 10% of the population has an internet access. More than 60% of the users, access internet over mobile phones. This strongly indicates that the tablet computers have a lasting impact on the interaction with the internet based services for most consumers. For many Indians, tablets would be the first computing and internet device that they will use. This opens a huge opportunity for design. 1.1.2 e-waste By 2015-16, 7.3 million tablet devices would be in the market. This possesses a monumental challenge in the management of the life cycle of the tablet computers. What happens when people start discarding all these devices because of various issues including poor quality of design? India has one of the biggest unorganised recycling sectors. With 95% of the recycling of e-waste is done by
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Figure 54
means of non-formal recycling. These methods of recycling are unorganised and are hazardous for the environment as well as for the workers who work in these recycling businesses. The most dangerous acts of recovering metals from Printed Circuit Boards by out dated methods which are practiced in these recycling centres. A design solution taking care of these issues is a need of an hour for Indian tablet market. (http://www.slideshare.net/kingkhan4ever/e-waste-14093397) 1.1.3 Current competition Currently there are more than 160 tablet devices in the market. Most of the devices are operate using Google Andoird operating system, an iPad from Apple Computers which runs iOS and few blackberry devices operating Blackberry OS. There are few contextual applications which are provided by the manufacturers to lure the customers like applications to find jobs, some music applications and travel applications and so on. Figure 54 shows the number of tablets available in 2011. The data shows that 67% users use tablets on wi-fi connection to access internet. This might be due to lack of infrastructure in cities giving 3G network or the expensive data plans for the high speed internet
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on 3G network. Most of these devices are in and around a range of 10000 Rs (144 euros). The sudden galvanised public interest came after government announced a tablet specifically aimed at education in India partnering with Indian owned Canada based firm and Government sponsored technological universities. This tablet is called ‘Akaash’ ( Translation from Hindi - Sky). This low cost tablet is considered to be the cheapest tablet in the world.
1.2 The meaning of product and interaction:
New product ideas continue to shape modern life. New category of device like iPad from
Apple has influenced all the category of devices which have come later than iPad. As the acceptance of iPad grew in customers, it shaped the perception of customers and soon it became a new category of device. Hence iPad dominates the semantic space created by it for the device. As explained by U A Athvankar (1990) in The structure of semantic space, in the case of iPad, the other products who entered later than iPad are all forced to follow the semantic space created by iPad. This new category of device has yet to establish itself as another personal device in India. Moreover, Indian people know the use of personal computer as well as personal mobile phone in terms of the necessity and the benefits, which these devices give to the user. Though it is a typical scenario in a family where the gadgets are shared in the family like television sets and mobile phones, devices like iPad are not yet known for their usefulness among large population.( http://research.microsoft.com/en-us/people/ nimmir/uxtv2008_paper.pdf) This puts forth an opportunity for designers to shape people’s perception about tablet device which has yet to establish itself in India as a personal device. 1.3 Challenges in the interaction:
There are two core challenges in establishing tablet computers in India. First is lack of
necessary infrastructure for wireless content delivery on tablets and necessity to have a personal computer for the transfer of digital content on tablet for consumption. 1.3.1. Lack of infrastructure:
3G data delivery was recently introduced in India. It is to be noted that it is currently
available in selected cities only. Though the availability of this high speed data connectivity is there in the city, the data plans are still expensive for people to buy it regularly. In India, most of the mobile connections are pre-paid meaning many individual buy minutes on credits.
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1.3.2. Necessity to have a personal computer: For the consumption of the media, as the network is not so advanced in many parts of the India, users have to rely on personal computers for the data transfer. If a user who owns the tablet does not have a personal computer, he or she has to get the necessary media on the tablet through different channels such as cyber-cafĂŠs (internet shops), or friends who own computer. (Citation needed) These challenges need to tackle with short-term and long term solutions.
Appendix 2: 2.1 Quantitative Research
To undertake the research, author established a partnership with designaffaits GmbH, Munich for doing a quantitative research. Due to limited time and resources, the research was limited to quantitative research.
In case of personal device such as tablet computer, it becomes important to know the
context of use, to gain knowledge about the current usage patterns for touch devices in India. Especially in the case of tablet which is a personal device for people who uses it, they will have a personal bond with it. Therefore, if a design has to build this bond over time, it is also important to understand the current perception of the device in terms of its experience of use. Assessing the perception about a certain category of devices is an important step in making the designed device rooted in the context of use. 2.1.1 Holistic User Experience
Holistic user experience (HUX) is a strategic tool developed by designaffairs a leading design
agency from Munich, Germany to measure User experience holistically. By using this tool one can identify the key product factors which are subconsciously important for user’s experience of a desired product and it measures their relevance in developing new product experiences. 2.1.2 Development of the tool and algorithm:
There are 21 factors which have been identified by designaffairs which make up the base
of every user experience. These factors may vary according to product category. HUX score is the sum of its parts and ability to measure these. This tool called as HUX measures how much each experience
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factor contributes to the overall holistic user experience, depending on its quality. 2.1.3 Limits of the studies: HUX as a strategic tool could highlight the most important factors in the user experience of tablet computers, it was decided that the design decisions will be supported by the findings based the quantitative research done using HUX in India. There are three important limitations which need to be understood before relying on HUX results. Firstly the highlighted important factors which influence the holistic user experience of the chosen product are not the final result of the study and should not be mistaken as an end in itself. It needs to be understood that it is a strategic tool by which the company or business that employs this tool helps the company decision making process by guiding the investment of their resources in terms of time and money on certain factors. Secondly the results of the tool certainly highlight the most important factors in the experience but it just means that the remaining factors are not as important as the highlighted ones. It does not allow discarding of the non-highlighted factors. The in depth research is necessary to validate and gain more insight in to certain highlighted experience factors. Third limitation is that the results of the HUX algorithm need to be analysed carefully. If not analysed in a proper manner, the analysis could give non comprehensive results. HUX tool always acts as a compass showing the direction and hence was used to get the basic understanding of the Indian tablet market. 2.1.4 Followed process in HUX: Below explained is the process which was followed during conducting the HUX research in India. This tool uses questionnaire form to get the user insights. After choosing eighteen main factors of HUX by the team at designaffairs, those were then transformed carefully in to a set of statements which are inclined towards a certain opinion. Users who took the survey were asked to rate those on the scale of 1 to 7, 1 being the strongly disagree and 7 being strongly agree. 2.1.5 Generating experience factors – The identified 21 experience factors which are defined by designaffairs through iteration and consolidation with 50 user experience experts are
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Brand, Color, Pattern, Graphics, Packaging, Animations, Screen Content, Material Quality,
Product Image, Ease of Use, Hardware Design, Ergonomics, Mechanical Qualities, Interactivity, Acoustics, Performance, Featureset, Functionality, Service, Taste, Smell. These factors act as a general guideline and these vary according to product category. In the exploration, as it deals with tablet computers, according to the product category, the factors were changed or replaced by new ones. Particularly, while dealing with tablet computers which is basically a screen based interaction, and has many different functions, it becomes important to choose and change the defined experience factors.
With a strategic team at designaffairs, the factors for tablet computers in India were
decided. Due to the lack of perceived importance of the taste and smell, they were excluded from the experience factor list. Featureset as a factor was replaced with Number of featrures and the funcitonality was replaced with usefullness of standard software feature. This was done to measure percived usefullness of the inbuilt applications as well as hardware and software features combined together. To measure the importance of the applications which user can download and use on the device extra application was added as another factor. Ergonomics was changed in to controls without tiring. This was done to make the term ergonomic more clear to users. So ultimately the factors which which were finalised are Brand, packaging, design, colour, pattern, animation, screen design, material, easy to use, controls without tiring, product mechanism, interaction, acoustics, performance, number of features, usefullness of standard software feature, extra applications. 2.1.6 Generating demographic data: It was also important to generate demographic data from the users who have taken the survey. Demographic data such as gender, education level, age and details of the tablet computers they use. This including the operating system and number of family member and how many of them use the same tablet (shared device).
2.2 Analysis and Findings of the Research For the effectiveness of the HUX, large the sample size better are the results. 700 user responses for the questionnaire were approved. Diagrams which were generated by the HUX algorithm were analysed
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Figure 55
using affinity diagram to categorise the data which helps to identify patterns in it. (Shafer, et al. 2005)
Through the analysis, two key actionable insights were finalised and prioritised.
2.3 Usefulness of standard software feature: The usefulness of the software feature, as seen in the figure 56 - second circle from the left, is exactly on the average level in the diagram. Improving this would give a strategic advantage to a business who is aiming for the best user experience.
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2.3 Key Observation HUX: 1. The overall rating of usefulness of the software feature (17) is just above the average rating in the diagram. 2. This factor is most densely connected in HUX diagram shown in third circle from the left in figure 56. 3. The strong link between the material and usefulness of software feature and perceived performance on the tablet. 4. This factor being important factor users rate it on average. Figure 56
2.4 Acoustic and interaction: There is a strong link between the perceived quality of acoustics and perceived smoothness of interaction.
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2.5 Key Observation HUX: 1. Almost Below average position on Non Linear Representation (NLR) curve as seen in the figure 57, in non linear representation. 2. Interaction strongly influences acoustics, performance, design (young users under 35), Standard Software Features. 3. Perceived Smooth interaction directly influences quality of design and performance of the tablet. Look at the thickness of the connections.
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Figure 57
All figures in this thesis, except those which are mentioned below, are illustrated by the author. The rest, mentioned below are retrieved from Figure 2 : http://www.sydneydesign.com.au/2011/wp-content/uploads/2011/05/10035_kikkomank11555gkn0.jpg Figure 3 : http://images.rakuten.com/PI/0/500/30611289.jpg Figure 9 : http://1.bp.blogspot.com/-5o1HufYmQIo/TkVekEU529I/AAAAAAAACyE/nhif76N4jUk/s1600/Muji_CD_Player_-_2.jpg Figure 11 : http://www.muji.net/ Figure 12 : http://www.muji.net/catalog/pdf/catalog_13ss_kitchen01.pdf Figure 13 : http://www.muji.net/ Figure 17 : https://d2lsod3xpjaepj.cloudfront.net/files/assets/1000/219/sizes/950_2x.jpg Figure 19 : https://www.vitsoe.com/gb/downloads Figure 25 : https://www.vitsoe.com/gb/downloads Figure 26 : http://www.apple.com/pr/products/ipad/ipad.html Figure 27 : http://www.designboom.com/wp-content/uploads/2012/12/apple04.jpg Figure 29 : http://www.designboom.com/wp-content/uploads/2012/12/apple09.jpg Figure 30 : http://www.designboom.com/wp-content/uploads/2012/12/apple05.jpg Figure 31 : http://en.wikipedia.org/wiki/File:Apple_mac_quadra_800.jpg Figure 32 : http://en.wikipedia.org/wiki/File:Power_Mac_G3_AIO_corrected.jpg Figure 33 : Apple innovation scope - Peter McGrory 2012 Figure 34 : http://www.blogcdn.com/www.engadget.com/media/2008/09/ipod-nano-4g08nano_blue-9sep08.jpg Figure 35 : http://www.apple.com/pr/products/itunes/itunes.html Figure 36 : http://www.teknomag.com/media/gallery/2935/apple-iphone-music-coverflow.jpg Figure 37 : http://www.flickr.com/photos/designingwebinterfaces/4340255840/in/set-72157623376852294/ Figure 39 : http://www.apple.com/pr/products/icloud/icloud.html Figure 54 : http://www.convergencecatalyst.com/downloads.php Figure 56 : designaffairs GmbH, Munich Figure 57 : designaffairs GmbH, Munich
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Below given is a survey questionnaire which was used during Holistic User Experience study conducted in collaboration with designaffairs GmbH. Sample size : Out of 700 Users of tablet computers, 196 are Women
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