ACTAS CONGRESO Desform2010 PDF

Lin-Lin Chen, Tom Djajadiningrat, Loe Feijs, Steven Kyffin, Dagmar Steffen, Bob Young
Design and semantics

of form and movement
DeSForM 2010
Program committee
Lin-Lin Chen, National Taiwan University of Science and Technology, Taiwan

Tom Djajadiningrat, Philips Design, Eindhoven, the Netherlands
Loe Feijs, Technical University Eindhoven, the Netherlands
Steven Kyffin, Northumbria University, Newcastle upon Tyne, UK
Dagmar Steffen, Lucerne School of Art and Design, Switzerland
Bob Young, Northumbria University, Newcastle upon Tyne, UK
Organizing committee

Roman Aebersold, Lucerne School of Art and Design, Switzerland
Carola Kutzner, Lucerne School of Art and Design, Switzerland
Andrea Mettler, Lucerne School of Art and Design, Switzerland
Helen Dahinden, Lucerne School of Art and Design, Switzerland
Cover: Message in the bottle, design by Stijn Ossevoort, photo by Joanna Van Mulder
Page 7 and back: photo by Andri Stadler
Lin-Lin Chen, Tom Djajadiningrat, Loe Feijs, Steven Kyffin, Dagmar Steffen, Bob Young
Design and semantics

of form and movement
DeSForM 2010
Program DeSForM 2010

Wednesday, November 3rd
11.00 12.45 Registration

12.00 12.45 Welcome Lunch

Opening
13.00 13.30 Gabriela Christen, Rector Lucerne School of Art and Design
Steven Kyffin, DeSForM Co-Founder, Professor Northumbria University,
Newcastle upon Tyne
Roman Aebersold, Head of Reseach, Lucerne School of Art and Design

Paper Presentation I: Design semantics in the academic context
13.30 14.00 Smell the design: Utilizing the dense of smell in creating holistic experience/
Vivian Uang
14.00 14.30 Wayfinding using colour: A semiotic research hypothesis/ Salvatore Zingale
14.30 15.00 Metaphor: Investigating spatial experience/ Donna Wheatley

15.15

Design and semantics of form and movement
Excursion
Departure
Vitra Campus & NetnNest Office, Vitra, Weil am Rhein
Keynote Speech
Sevil Peach, SPGA, London /UK
Vitra a journey. The breathing office
Apro

Thursday, November 4th
8.30 Registration
9.00 10.00 Keynote Speech

Johan Redstrm, Interactive Institute, Sweden

Meaning of form
10.00 10.30 Coffee Break

Paper Presentation II: Design semantics in the context of innovation
10.30 11.00 The phenomenology of getting used to the new: Some thoughts on memory,
perception, numbing and the Zen-view/ Michael Hohl
11.00 11.30 Design semantics of connections in a smart home environment/
Bram van der Vlist, Gerrit Niezen, Jun Hu, Loe M.G. Feijs
11.30 12.00 Designing for heart rate and breathing movements, Loe M.G. Feijs,
Geert Langereis, Geert van Boxtel
12.00 12.30 PeR: Designing for perceptive qualities (demo) / Eva Deckers,
S.A.G. Wensveen, C.J. Overbeeke
12.30 14.00 Lunch Break

Paper Presentation III: Design semantics in the academic context
14.00 14.30 Singular or multiple meanings: A critique of the index/ Anzeichen approach
to design semiotics/semantics/ Jrn Guldberg
14.30 15.00 Seeing things differently: Prototyping for interaction and participation /
Stella Boess, Gert Pasman, Ingrid Mulder
15.00 15.30 Constructing a message by product design: The concept of product language
in theory and practice/ Hector Solis-Muiz, Stephen Rust
15.30 16.00 Semantic dimensions: A web-based game to evaluate the meaning of form
(demo) / Katja Thoring, Roland M.Mller

Paper Presentation IV: Design semantics in company context
16.30 17.00 Vehicle design and brand perception: An investigation into visually
decomposing product forms/ Charlie Ranscombe, Ben Hicks, Glen Mullineux,
Baljinder Singh
17.00 17.30 Design semantics and company context: Practical packaging and branding
development case for food industry / Toni Ryynnen, Annaleena Hakatie
20.00
Conference Dinner

Friday, November 5th
8.30 Registration
9.00 10.00 Keynote Speech

Stuart Walker, Imagination Lancaster, Lancaster University, UK

Wordless questions: Environment, meaning and propositional objects
Paper Presentation V: Design semantics in the context of
sustainability
10.00 10.30 Product durability for the experience society/ Stijn Ossevoort
Paper Presentation VI : Design semantics in local and global context
11.00 11.30 Souvenirs - local messages. An exploration from the design perspective/
Franziska Nyffenegger, Dagmar Steffen
11.30 12.00 Urban museums: Bringing traditions to the contemporary urban surroundings
of Barranquilla / Tania Delgado, Jos Mugno
12.00 12.30 Gobal locality: A study on redesigning examples of Turkish traditional tea/
coffee tray and tea glass/ Ozge Merzali Celikoglu
12.30 12.45 Announcement of next years conference DeSForM 2011
12.45 14.00 Lunch Break

Excursion
14.00
Departure
Designers Saturday Preview for Professionals and official opening
ceremony in the Alte Mhle, Langenthal
Foreword
DeSForM 2010
Welcome to DeSForM 2010 in Lucerne, Switzerland! After four successful workshops in
Europe and an inspiring excursion to Taiwan in 2009, DeSForM returns to Europe. The
Faculty of Design of Lucerne School of Art and Design feels honoured to host the sixth
International Workshop on Design and Semantics of Form and Movement. Lucerne, a city
in the German-speaking, north-central part of Switzerland, located on the shore of the
Lucerne Lake, is presently a rather popular tourism destination. The sound townscape of
the mediaeval Old Town including the Chapel Bridge and the Mill Bridge, the legendary
Grand Hotels spreading an elegant atmosphere from the end of 19th century, modern
locations such as the Culture and Congress Centre, built according to the plans of the
architect Jean Nouvel, and last not least a panoramic alpine view over central Switzerland
attract many visitors from all over the world.
The Lucerne School of Art and Design is successor of the first School of Arts and Crafts
in Switzerland that was founded in 1876. Today, the institution is part of the Lucerne
University of Applied Sciences and Arts and scattered throughout the city. Due to this fact
and in order to give you a taste of the cities cultural heritage, the DeSForM workshop
will take place at various locations: We welcome you in the Schools exhibition space
Erfrischungsraum in the historic centre, whereas the opening and first paper presentations
will take place in the Empire interior of the nearby Maskenliebhabersaal. The main
workshop will be held in a modern universitys location nearby the lake.
As University of Applied Sciences and Arts the Lucerne School of Art and Design received
its mandate for research from the Swiss government twelve years ago. With regard to
content, the research activities are focused on two subject areas that evolved from the
schools long-standing and well-founded areas: design & management and visual narrative
& explanation. Meanwhile, applied and third-party funded research became an essential
activity and second foothold of the Faculty of Design, in addition to design education. In
Switzerland we hold a leading role in design research and are prepared to initiate and share
interdisciplinary and cross-national research projects.
In line with former workshops, the intention of this DeSForM workshop is to continue
and deepen the lively discussion on design and semantics. The role of design in society
is becoming more and more important. Forms, either concrete or abstract always carry
meanings and it is the responsibility of design to make good use of these meanings and to
keep track of how meanings change over time and among various culture groups. Beside
papers from an academic background that explore theoretical foundations of semantics
from a design perspective, we aim to highlight specific fields and topics such as design
semantics in the context of so-called glocalization, innovation, sustainability, and branding.
Papers addressing these fields clearly show relevance to design practice and application and
should link academia, professional designers and industry together.
We are very pleased to have three renowned keynote speakers to share knowledge,
experience, ideas and viewpoints with us:
Sevil Peach, SPGA Architecture + Design, London/ UK, will speak about how design
can meet the challenges of workplace environments for knowledge workers.
Johan Redstrm, Director of the Design Research Unit at the Interactive Institute,
adjunct Professor at the School of Textiles, University of Bors, and Docent in Interaction
Design at Gothenburg University/ Sweden will present examples from his work that
represent bigger issues relating to meaning.
Stuart Walker, Co-Director of ImaginationLancaster, Adjunct Professor Engineering
at the University of Calgary, Canada, and Visiting Professor of Sustainable Design at
Kingston University/ UK, will introduce a critical approach to environmental issues in
the form of practice-based design research.
We hope that you will be inspired by the keynote addresses, presentations, and
discussions in this conference as well as by two visits outside Lucerne. The program
includes a guided tour on the Vitra Campus and the NetnNest Office by Sevil Peach
in Weil am Rhein (Germany) and a preview for professionals at the Designers Saturday
Langenthal (Switzerland).
The event can only take place in this form thanks to the auspices of IFIP, the Design
Research Society, and Designers Saturday Langenthal; thanks to sponsorship of Philips
Design, Vitra, Swiss National Science Foundation and Lucerne School of Art and Design;
with support from the National Taiwan University of Science and Technology, Technical
University Eindhoven and Northumbria University; and with commitment of the local
organisers and students assistance. Special thanks go to Gabriella Gianoli, Bern, who
paved the way for the cultural side program.
We hereby offer the 6th DeSForM proceedings. We would like to thank all the authors,
how submitted their work to DeSForM, and the reviewers for providing constructive
and critical comments. We are sure that the annual workshops contribute to knowledge
creation and consolidation in a relevant field of design research and theory.
Lucerne, November 3rd, 2010

Lin-Lin Chen, National Taiwan University of Science and Technology, Taiwan
Tom Djajadiningrat, Philips Design, Eindhoven, the Netherlands
Loe Feijs, Technical University Eindhoven, the Netherlands
Steven Kyffin, Northumbria University, Newcastle upon Tyne, Great Britain
Bob Young, Northumbria University, Newcastle upon Tyne, Great Britain
Keynote speakers
Sevil Peach
Vitra a journey: The breathing office

If current business aspirations require
knowledge workers who are adaptable,
can communicate, share and interact,
this often results in open plan workplace
environments. As designers, we need to
respond and balance these criteria at both
a corporate level, as well as at a physical
and an emotional level.
We must endeavour to move away
from a Tayloristic legacy where workers
were treated as units of production,
but rather to create a human focused
working environment that provides
definable, intimate group spaces that
allow the individual to work within an
understandable scale and landscape,
respecting the individuals need to be able
to retreat, to be private, and to allow for
user personalisation. We need to create
a place that offers choices a place that
recognises that we function in different ways
throughout the day and allows users the
freedom to choose the space and tools that
best suit their personality, mood and the
type of work to be undertaken.
The workplace needs to act as a supportive
environment that is inviting, familiar and
that inspires and motivates the inhabitants,
nurturing feelings of ownership, comfort and
confidence.
The fact that peoples behaviour varies with
their environment is a given. Therefore
shaping the environment through design
can potentially change how people think
and behave. Aesthetics are obviously
important when designing any space, but in
designing workplaces we have to go beyond
purely aesthetic concerns and stylistic
interventions and ensure that the central
focus is people, human activity and social
matrices.
It is important that it has a meaningful and

understandable landscape that allows the
users to move freely and confidently within
it, as well as having a strong architectural
armature that is non threatening and
which enables the end users activity to
flow unconsciously in harmony with the
environment. Design solutions for this
may not be immediately obvious but
quickly present themselves after detailed
observation of how people perform these
activities without thinking as part of their
working subconscious.
We need to look at the familiar and
everyday activities within the workplace
and try to bring a new meaning to them
in a manner that appears effortless to the
users, so that the environment is embedded
in peoples workplace behaviour and
practical subconscious.
Good workplace design should not force
users to adhere to new rules but should act
as a catalyst, facilitating them to discover
new relations and ways of thinking and
supporting them to work in a fluid manner.
We need to sensitively challenge the
perceived workplace tools, behaviour,
routines, bureaucracies and hierarchies and,
when necessary, redefine, identify and add
what is missing, to enhance peoples lives
and creativity.
Designing Vitras offices has been a long
journey going back over 12 years. The initial
brief was to create a breathing office
which was flexible enough to respond to
future changing ways and work patterns.
The transformation was completed in
the year 2000, but has subsequently gone
through a series of minor transformations
that have been used to test Vitras new
ranges of furniture, however, recently we
have made a more significant intervention

responding to Vitras new organisational and
user needs.
Of equal importance to the successful
realisation of the physical change has been the
cultural transformation on both personal and
organisational level, which has seen people
and work practises move from enclosed to
a transparent, open culture.
Sevil Peach formed her studio Sevil Peach Architecture & Design
together with Architect Gary Turnbull in London in 1994.
As a team, Sevil Peach take a multi-disciplinary approach to
their wide-ranging projects - from creating private homes and
studios for individual clients, to developing a 10 storey fashion
design centre for Mexx in Amsterdam. She has a longstanding
and on-going relationship with Vitra having designed their
showrooms, exhibitions and offices throughout Europe and
USA and has recently completed Microsofts Headquarters
in Amsterdam. Peachs office is currently working on a new
concept for a Laboratory Workplace for Novartis and is
collaborating with Herzog de Meuron Architects on the new
Tate Modern Museum Extension Building in London. She
has participated in a number of International workshops and
conferences for, amongst others, the Dessau Bauhaus, Roskilde
University, Denmark; Oslo City Conference; Designmai, Berlin;
Mind the Map Conference, Istanbul, the SIA Symposium, Basel
and led various summer workshops for Vitra Design Museum at
Boisbuchet France.
Keynote speakers
Johan Redstrm
Meaning of form
Abstract
For some time design research has
investigated how the means and meanings
that designers envision and embody through
their designs influence and frame both use
and user. Taking a step back and reflecting
upon lessons learned from this research,
we might ask ourselves the following: if the
concepts and meanings we express through
a design influence how people understand
what it is and what it can become through
use, what about the influence of the basic
design concepts we use to understand and
develop the design spaces these products
stem from? It seems rather likely that just as
the intended meaning of a design influence
how it is perceived, so does the meaning
of our basic concepts influence the way we
think and work in design. In other words, to
be innovative at the level of things, we might
have to also take a step back and reflect
upon more basic concepts in design and how
these frame and structure design practice.
Johan Redstrom is Director of the Design Research Unit at

the Interactive Institute, adjunct Professor at the School of
Textiles, University of Bors, and Docent (Associate Professor)
in Interaction Design at Gothenburg University. His background
is in philosophy, music and interaction design, and he has
previously been Associate Research Professor at the Royal
Academy of Fine Arts, School of Architecture, in Copenhagen,
Denmark, and program manager of the Masters Program in
Interaction Design at the IT University in Gteborg. Working
with areas such as sustainable design, computational materials
and design theory, his research aims at combining philosophical
In this talk, I would like to present some

experiences and reflections from our work
with trying to shift the meaning of quite
basic concepts to open up for alternative
views. More than ten years ago, we begun
to investigate how technology can be
understood as material in design. By trying
to shift the meaning of technology away
from being considered as something given
to design as something to be applied
by designers in search for the next big
thing to instead be considered a material
alongside other materials, we tried to find
a new conceptual ground for dealing with
issues of expressiveness and aesthetics in
technology development. For the past few
years, we have been exploring a somewhat
similar approach to the concept of form.
10
and artistic approaches to design research. Main research

programs include Slow Technology on designing for reflection
rather than efficiency in use, IT+Textiles on combining traditional
craft with emerging technologies, and Static! and Switch! on
increasing energy awareness in everyday life.
Asking ourselves questions about how

current conceptions of form must be
revisited as a response to the call for a more
sustainable development, we have explored
issues such as where to draw the line
between what we understand as a matter
of form and what is a matter of use.
Keynote speakers
Stuart Walker
Wordless questions: environment, meaning

and propositional objects
Abstract
Contemporary notions of progress are
characterised by free-market capitalism,
technological innovation and economic
growth. It is therefore unsurprising that,
in response to todays environmental
and social challenges, many advocate the
development of new technologies and
greener products. However, apart from
their eco hue, such exhortations support
a system that is virtually indistinguishable
from conventional production/consumption
practices; and it is these very practices that
are so inextricably linked to environmental
damage and social injustice.
Stuart Walker is a Professor and Head of Design and

Co-Director of the ImaginationLancaster creative research lab
at Lancaster University, UK and Visiting Professor of Sustainable
When we are urged to address a critical

concern by, essentially, doing more of
the very thing that caused it, we can be
sure that this represents a crisis of the
imagination. A more fundamental change
in direction is needed; one that embodies
substantive values and deeper notions of
meaning. In plotting such a course, perhaps
our aim should not be to change the world
but rather to learn how best to live in it. If
we can do this, the world will change.
Design at Kingston University, UK. Formerly, he was Associate

Dean at the Faculty of Environmental Design, University of
Calgary, Canada where he retains an affiliation. His research
papers have been published and presented internationally
and his conceptual designs have been exhibited at the Design
Museum, London, across Canada, in Rome and, most recently,
at the Storey Gallery, Lancaster, UK. He serves on the editorial
boards of several international journals. His book, Sustainable
by Design: Explorations in Theory and Practice is published by
Earthscan, London, and Enabling Solutions, co-authored with
Ezio Manzini and Barry Wylant is published by the University
of Calgary Press.
This talk explores these themes through

creative, practice-based design research
a type of research that draws on tacit
knowledge, subjectivity and a-rational
modes of thinking alongside reasoned
argument and more systematic approaches.
The outcomes of this work include
various propositional objects, which are
not so much products as questions in
form. They ask us to consider potential
directions for creating a material culture
that not only offers utilitarian benefit but
is also congruent with more profound
understandings of human meaning.
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Contents

14 Smell the design: Utilizing the dense of smell in creating holistic experience
Vivian Uang
Gothenburg University, Sweden
22 Wayfinding using colour: A semiotic research hypothesis
Salvatore Zingale
Politecnico di Milano, Italy

33 Metaphor: Investigating spatial experience
Donna Wheatley
The University of Sydney, Australia

39 The phenomenology of getting used to the new:

Some thoughts on memory, perception, numbing and the Zen-view
Michael Hohl
University of Huddersfield, UK
48 Design semantics of connections in a smart home environment

Bram J. J. van der Vlist, Gerrit Niezen, Jun Hu, Loe M.G. Feijs
Eindhoven University of Technology, The Netherlands

57 Designing for heart rate and breathing movements
Loe M.G. Feijs, Geert Langereis, Geert van Boxtel
68 PeR: Designing for perceptive qualities
Eva J. L. Deckers, S.A.G. Wensveen, C.J. Overbeeke

71 Singular or multiple meanings:

A critique of the index/ Anzeichen approach to design semiotics/semantics
Jrn Guldberg
University of Southern Denmark at Kolding, Denmark
85 Seeing things differently: Prototyping for interaction and participation
Delft University of Technology, The Netherlands

98 Constructing a message by product design:

The concept of product language in theory and practice
Hector Solis-Muiz, Stephen Rust
Braunschweig University of Art, Germany
12
106 Semantic dimensions:

A web-based game to evaluate the meaning of form
Katja Thoring, Roland M. Mller
Anhalt University of Applied Sciences, Dessau, Germany/
University of Twente, Enschede, The Netherlands

110 Vehicle design and brand perception:

An investigation into visually decomposing product forms
Charlie Ranscombe, Ben Hicks, Glen Mullineux, Baljinder Singh
University of Bath, UK

119 Design semantics and company context:

Practical packaging and branding development case for food industry
Toni Ryynnen, Annaleena Hakatie
University of Helsinki/ Aalto University, School of Art and Design, Helsinki, Finland
129 Product durability for the experience society
Stijn Ossevoort
Lucern School of Art and Design, Switzerland
135 Souvenirs - local messages. An exploration from the design perspective
Franziska K. Nyffenegger, Dagmar Steffen
Lucerne School of Art and Design, Switzerland

145 Urban museums: Bringing traditions to the contemporary urban

surroundings of Barranquilla
Tania Catalina Delgado, Ma Jos Mugno
Politecnico di Milano, Italy / Universidad del Norte, Colombia

154 Global locality: A study on redesigned examples of Turkish traditional

tea/ coffee try and tea glass
Ozge Merzali Celikoglu
Technical University of Istanbul, Turkey
13
Vivian Uang
vivianuang @ gmail.com
Smell the design:

Utilizing the dense of smell in
creating holistic experience
Abstract
2 Background
This is a project regarding something we all do about

30,000 times a day - the act of smelling. Our sense of
smell is often neglected when it comes to design; even
when mentioned in the design matter, the smell of an
object or space is often viewed as a negative quality. The
olfactory system is very closely related to our memory
and subconsciously affects our everyday experience.
This project delves into the often-neglected dimension
of this reality and proposes utilizing olfaction as a way of
enhancing memories connecting events and spaces.
2.1 The reputation of olfaction

We experience the world through our five basic senses
- sight, hearing, touch, taste, and smell; some senses are
more studied than others. It is commonly agreed that
visual perception is the most valued, and our sense of
hearing highly treasured. Perhaps due to its ambiguous
and immeasurable quality, along with the evanescent
nature of odor, the sense of smell has been underrated
in western philosophy, leading to reluctant research in
this field. Studies in the 1990s have shown that smell
was considered the least valuable sense and the first one
people would sacrifice if forced to choose from among
the senses [1]. Not so many years ago, people were
unaware of the fact that about 80% of what we thought
was taste was actually smell. Today we combine the two
sensations and call it flavor. Research has shown that
people who have smell deficiency often have trouble
differentiating between a cup of coffee and a glass of red
wine when both are served at the same temperature, or
distinguishing an apple from a raw potato [2].
Keywords:
Smell, Memory, Emotion, Identity.
1 Introduction
Smell is the most primitive sense and often considered
the most important sense throughout the animal
kingdom. Mothers can recognize their babies by smell,
and newborns, who develop smell before other senses,
rely on it to recognize their mothers. It is also the
most mysterious sense among all, with people often
unaware of what our noses tell us. Although our noses
do not perform as precisely as in other animals, we still
utilize our sense of smell to gather information about
our surroundings and to register memorable events.
Subsequently, the scent of a place can be intentionally
organized for the purpose of enhancing an existing
establishment.
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2.2 Scents and memory

French philosopher Charles Fourier suggested that
scientific exploration had a blind spot regarding the
way we experience aroma, which plays an important
role in harmonizing the universe [3]. In Helen Kellers
essay, Sense and Sensibility, she describes the sense
of smell as a fallen angel; "for some inexplicable reasons
the sense of smell does not hold the high position

it deserves among its sisters. The deaf-blind social
activist valued her sense of smell as the most important
apparatus:
I never smell daisies without living over again the ecstatic
morning that my teacher and I spent wandering in the fields,
while I learned new words and the names of things. Smell is
a potent wizard that transports us across a thousand miles
and all the years we have lived.
To her, the smell of the surroundings helps her find
her way, the odor of people leads her directly to the
personality of each person [4]. This very same sensation
also affected great writers such as Marcel Proust. His
world renowned autobiographical novel about memory,
In Search of Lost Time, describes the smell and taste
of a spoonful of tea soaked with a piece of Madeleine
cake taking him back to re-experience a long forgotten
memory:
No sooner had the warm liquid mixed with the crumbs
touched my palate than a shudder ran through my whole
body, and I stopped, intent upon the extraordinary thing that
was happening to me. [] Suddenly the memory revealed
itself. The taste was of a little piece of Madeleine which on
Sunday mornings [] Aunt Leonie used to give me, dipping
it first in her own cup of tea, [] Immediately the old gray
house on the street, where her room was, rose up like a
stage set [] and the entire town, with its people and
houses, gardens, church, and surroundings, taking shape and
solidity, sprang into being from my cup of tea [5].
what they learned was improved solely by the presence

of the scent that accompanied their initial exposure to
the material [2].
Research has shown that while smell recognition might
not be as accurate as visual recognition, it lasts much
longer. An experiment conducted by T. Engen showed
when people are asked to identify an image that was
shown minutes earlier, there is almost 100% accuracy,
whereas with odor recognition there is only 20%
accuracy; but with scent, the same degree of accuracy
lasts up to one year, while the rate of visual recognition
declines rapidly over time [7].
We are constantly being stimulated by scent whether
consciously or not, with our brain making associations
between the scents we are breathing in and the
actions we are conducting. We collect memories
with all aspects of our senses. Odor has a unique way
of registering itself in our memory, and a number of
scientific experiments have proven that odor evokes
memory from much further back in time. Studies show
that while visual cues recall 50% of memory after 3
months, odorous cues still recall 65% of memory after
one year. This is not to say that odorous cues are better
than visual or audio cues; they are simply a different
kind of memory cue. Experiments done by Rachel Herz,
a visiting assistant professor of psychology at Brown
University, have shown that whats special about an
odorous cue is that the memory is more holistically
recalled and usually contains more emotionality [2].
Proust was so shockingly moved by the incident; though

the sight of the tea and the Madeleine cake did not
recall his memory, the seemingly insignificant act of
tasting and smelling rippled all the vivid reminiscence.
Just as the aroma of the Madeleine cake took Proust
back to the pleasurable past, the same effect can also
bring back recollection filled with other emotions,
such as joy, anger, rage, heartache, or terror. Many
New Yorkers experienced the smell of fear in January
2007 when a gas leak filled the air in lower Manhattan,
reminding people of the smell just following the World
Trade Center attack [6].
The above portrayals might sound very poetic and
arcane, but the connection between scent and memory
can be very practical as well; interesting research found
that students who studied material while exposed to a
particular scent performed better on tests when that
same scent was present. Apparently, their memory of
2.3 The olfactory system

How does our sense of smell have such inducing ability?
From a biological point of view, smell is the most
ancient and primitive sense. It is the first sense to be
developed; by three months into pregnancy, the fetus
already has a fully functioning sense of smell in the
womb. There are about 20 million olfactory receptors
covering our nostrils, although only 300 to 400 of
them are functioning. In comparison with vision, there
are only 4 types of receptors receiving all the colors
we see. An ordinary person can discriminate about 12
thousand different odors, while a professional such as a
perfumer, whisky blender, or chef may do a much more
remarkable job, differentiating almost 100 thousand
odors [2]. The fact is that despite the great amount
of knowledge weve attained about human biology,
scientists are still unsure of precisely how our noses
take in odors; different theories are still in debate on
15
the matter till this day. One thing we are sure of is

that the olfactory system is very close to our limbic
system. Our olfactory system is so close to the limbic
system, the part of the brain structure responsible for
emotion, learning, and memory, that they are only 2 to
3 synapses apart [8]. Because of such close association
with the limbic system, memories evoked by odor have
a stronger emotional impact.
Human beings breathe approximately 30,000 times a
day, whether we are awake or asleep, in daylight or
darkness. It is the basic instinct that signals us to either
approach or avoid. If we smell something nice, we
want to be closer to the source or be surrounded by
that aroma; conversely, if the smell is bad, it might be
something unpleasant or harmful and therefore we will
stay away from its cause.
3 Research opportunity: Establishing

olfactory identity
Every place has its own olfactory identity, most of the
time occurring naturally. A fish market smells fishy, a
fitness center locker room smells humid and sweaty, a
barn smells like hay and other cut crops, a barbershop
smells like hair product and perm solution, a gasoline
station smells like petrol, etc
Though we have learned to appreciate color, form,
sound, and texture of a place, there has been very little
appreciation of or focus on odor. Especially in the world
of design, people tend to look at a design and come to
a conclusion, or pre-judge an object by its appearance.
Undoubtedly, a well-designed object must have a
pleasant visual form, but we should aspire to make all
aspects of an experience complement one another. If we
think carefully, we can probably remember the smell of
our grandparents house, the smell of a certain special
summer night, or the smell of a childhood pet. But
most of the smells of our surroundings usually happen
uncontrollably, or at least without any strategic planning.
In 2009, an exhibition at the Reg Vardy Gallery in
England presented 14 extinct scents, including the scent
of plants that are extinct due to climate change, as well
as the scent of historical events. For this exhibition,
Maki Ueda recreated the body odor of political suspects
that had been preserved by the Stasi in order to track
them with dogs. Christophe Laudamiel envisioned the
smell of the atomic blast at Hiroshima. During the
Cold War all subways that traversed the Berlin Wall
16
were blocked except one stop, Fredrichstrasse, which

remained open as a transfer station for West Berliners.
Sissel Tolaas recreated the smell of that subway
platform- one of the few places for those of the free
world to sniff the hint of communism [9].
In J. Douglas Porteous essay, the author poses that
olfaction often seems to arouse an emotional or
motivational response, whereas visual experience is
much more likely to involve thought and cognition
[7]. Vision preserves a safe distance from an object,
allowing us to frame a view in the camera lenses of our
minds; thus the likelihood of an intellectual response
is considerable. By contrast, smells envelop us, they
permeate the body and the immediate environment,
and thus ones response is much more likely to involve
affection.
Recent observation has shown that in a comparison of
people who lost their sight with those who lost their
sense of smell (anosmia), the blind reported being
more traumatized initially than those with anosmia. But
after one year, patients with anosmia had much poorer
emotional health and continued to deteriorate as time
passed [2].
It seems to me that the power of the sense of smell
has great potential to play a major role in our everyday
experience, but the difficulty is how to tactically manage
such an obscure signal. The following research is a twopart study consisting of how people react to different
scents and the prospect of establishing an olfactory
identity for HDK- the School of Design and Crafts at
Gothenburg University.
4 Methods
4.1 Smell survey
In order to understand more about how people
perceive scent, I cast a number of items in plaster, so
that the items are unidentifiable by appearance. A total
of 49 casts were made, and 27 different items were
used, some items are cast more than once in various
concentration or temperature. These items were
mostly food or spices that can be found in everyday
surroundings. All of these items were cast in a simple
cylinder shape (Fig. 1 and 2). I then asked subjects to
smell these casts and tell me what they have in mind as
they sniff them. They were asked to both provide an
abstract description of the smell and to try to identify
the object within (Table 1).
Item
Description
Amber incense
Temple, Asia, lime, perfume
Anise
Cinnamon, toothpaste, mint, holiday,

winter, Swedish
Banana
Bread, yeast, something bad, wheat,

half baked
Basil (dried)
Asia, honey, spice, pizza, dinner
Black tea
Earthy, tree, autumn, rain, sweat
Cayenne pepper
Pepper, Mexican food, emergency
Cinnamon
Play dough, cinnamon, Christmas
Coconut milk
Vanilla, exotic, yogurt, peas
Coffee beans
Coffee, espresso, bitterness
Coke Cola
Sweet, candy, vanilla, cotton candy
Cumin
Cinnamon, clove, holiday, family
Fig. 1. Articles are cast in separate plaster cylinders
gathering, onion soup

Dish soap
Soap, cleaning product
Fennel seeds
Cinnamon, spice, stew, vegetables,

camping
Garlic (fresh)
Garlic, something tastes good
Garlic (powder)
Garlic, spice, something bad, bread
Ginger
Cedar, mint, herbal tea
Green tea
Perfume, soap, seaweed, hay, ocean
Instant coffee
Coffee, mocha, charcoal
Laundry detergent
Fresh, spring, perfume
Lavender incense
Flower, shampoo, clean laundry,

strawberry
Lemon oil
Lemon, candy, pine tree
Lime
Sour candy, cleaning product, forest,

emptiness
Pear-flavored drink
Rubber eraser, candy, sugar
Spice incense
Perfume, mother
Soy sauce
Salty, something bad, soy sauce, BBQ

sauce
Vanilla bean
Vanilla, comfortable, relax, cozy, warm
Vanilla sugar
Candy, vanilla, chocolate, rose, girly
Table 1
Fig. 2. All casts are similar in shape with slightly different shades.
The responses were surprising to me because

frequently subjects descriptions were very far-off from
the real thing that was cast in the plaster, and many
people had great difficulty identifying the scent of very
common objects such as banana and cinnamon. Cultural
background plays an important role in how people
responded to these smells. For instance, the smell of
anise reminds Swedish people of holidays mainly because
its often used as an ingredient in holiday baking, but
the very same spice is used in a common dish in East
Asian cuisine usually sold by street vendors. This scent
recalled pleasant memories for both ethnic groups, but
in very different contexts.
4.2 Collecting smell within HDK
The School of Design and Crafts was established more
than 100 years ago. As I step into the building, it is
not difficult to sense the history of the school as the
building itself was built in an old fashioned red brick
and vaulted ceiling style. As I slowly walk through each
17
room, paying great attention with my nose, I collected

a number of objects that presented themselves with a
whiff of unique scent.
The method used to preserve these scents was
extraction. By submerging an object in ethanol, ether,
or hexane for a length of time, I was able to extract the
smell of the object into the liquid (Fig. 3 and 4). This
method allowed me to extract the more delicate smells
from the following 15 materials:
Ash wood
Ash wood
Aluminum scrap
Cloth with paint
Grass
Grass (from
stain
nearby park)
MDF board
Modeling clay
Machine grease
Old magazine
Old magazine
Pine wood
Pottery clay
Soil (from nearby
Steel scrap
park)
5 Proposal
5.1 The scent of creativity
There is a unique atmosphere in the school, made up
by the physical material and the activities happening
inside the building. The atmosphere of the school and
the people in the building complement one another,
together defining the essence and the spirit of HDK.
What does creativity smell like? It should epitomize the
environment and encourage the interactions within.
Creativity whiffs down from the air duct as wood dust
is sucked in under a saw bench; it twirls up with the
curly metal bits that fall during milling; it leaks out from
the colored marker as ideas transform into sketches;
it comes with the breeze in the stretched corridor as
discussion erupts spontaneously; it lightly blows on the
face of a student listening to a colleagues presentation.
Creativity is the colorful paint that stains a work outfit;
it is the clay trapped under fingernails; it is the steam
coming off a hot iron; it is the sweat in the palm before
a presentation; it is the red brick stacked to form the
wall of the building more than a century ago.
These together are the olfactory identity of HDK,
the scent of creativity (Fig. 5), smells that interweave
ordinary yet emotional events. The emotional leverage
is endearing to us when past experiences are no longer
recoverable except through recollection, and we value
objects by the emotions they provide rather than their
physical worth. Its why the memories of them often
transcend everything else about them.
Fig. 3. Extraction of clay

Fig. 4. Extraction of cloth with paint stain

18
Fig. 5. The scent of creativity
Scent
Ingredient(s)
Impression
Tradition
Vanilla,
The smell of vanilla often
cinnamon, and
reminds of warm feelings. The
anise
smell of cinnamon and anise

often relate to traditional
events.
Workshop
Pine wood
Pinewood is often the choice

of making study models and it
releases a particular fragrance
upon cutting into it.
Exploring
Old books
The strange satisfaction found

in reading an inspiring book
is hard to be replaced by new
technology. The attic of our
library is full of old magazine
and books; its the smell of
hidden treasures.
Drawing
Pencil shavings
We started doodling with

pencil before learning to use
fancy software. The simple act
of shaving a pencil symbolizes
the irreplaceable value of
sketching.
Inspiration
Lime and herbs
The acid in lime is often used

to prevent oxidation, and the
fruit itself is actually good for
our body. Herbs are never
the main ingredients of any
dish, but they make different
cuisines vibrant and authentic.
Table 2
5.2 Application
Every tiny bit of sensuous stimulation makes up the
atmosphere; being able to smell is very much about
where you are and what relation you have to other
entities in time and space. Swiss architect Peter
Zumthor believes that a place should have a distinct
atmosphere that stirs our emotions; such atmosphere
is a combination of light, sound, temperature, and
scent [10]. His Swiss Pavilion at the Hannover expo in
2000 was constructed mostly with wooden beams; one
immediate effect was the coolness during hot sunny
days and sense of warmth during cooler nights. On
a more delicate level, the choice of wood released a
distinct scent into the air, giving visitors the sensation
of being in an aged wood shed, and for many, evoking
the feeling of being in Switzerland.
Similarly, the scent of HDK could be applied onto
acceptance letters to incoming students so they can
already breathe in the scent of creativity before
arriving on campus. The same smell can later be applied
to entryways of special campus events such as the first
day of semester (Fig. 6), using the scent as an emotional
trigger to recall the excitement of receiving the
acceptance letter with key campus events.
Shimizu, one of the largest Japanese architectural,
engineering and construction firms, has been
implementing customized scents into their projects
for decades. In the late 1980s, they developed Aroma
Generation System, where subtle fragrance releases
into a building through its air-conditioning duct and
vents [11]. Research results show enhanced efficiency
and reduced stress among the workers that inhabit
these spaces.
With the aforementioned studies showing that products
with pleasant fragrances are preferred over unscented
ones [2], another application would be to place the
HDK scent onto open-house invitations. At the open
house, small vials of the same fragrance could be
distributed as giveaways for visitors. In comparison with
printed information which most of the time ends up in
waste bin, a vial containing the Scent of HDK is more
unusual and would evoke curiosity for acquiring further
information on the web address printed on the vial (Fig. 7).
Fig. 6. Apply scent on information letter and select spaces.

19
Fig. 7. Using scent in information distribution.
Graphical imagery, such as a logo, is one way of

representing an organization; it stands at the frontline
of introducing a principal value and invites others to
discover the characteristics behind it. A scent identity
can be used to enhance the existing brand image, as well
as to provide a different context.
The scent of HDK can be used to enhance a workshop
organized by the school but held in another location.
One important factor to keep in mind is that the usage of
such scent is as delicate a practice as the scent itself; it
can easily turn into an irritating matter without proper
attention, such as allergic reaction or causing sick
building syndrome. Conversely, appropriate application
can undeniably expand upon the existing appearance.
6 Conclusion
With the vast amount of information to be discovered
everyday, our society has placed most of the
information-gathering burden onto our eyesight. There
are more published prints than we ever had in human
history, and with ever-increasing computer technology,
we receive information mostly via visual and audio
perceptions. Often our other senses have no chance to
experience the object that our eyes see. The abusive
use of our eyesight results in unnecessary mass printing,
over-packaging of products, and ultimately, numbness
towards visual stimulus.
The initial idea of this paper was to explore the sense
of smell, and throughout the research and experiment
process, it has come to my awareness that in order to
take advantage of this sense, we need to consciously
train our sense of smell. Fortunately, the sense of smell
is, among all our senses, the simplest one to train.
Just paying more attention to our everyday smell
experience can improve our understanding of the
information that our noses provide us. One of the
benefits of training this sense would be a more acute
responsiveness toward food consumption and
20
freshness. Another benefit would be more alertness

toward hazards such as fire and gas leakage. On a less
vital level, if a place has a particular olfactory identity, it
will not only amplify the places character, but will allow
us to recognize the place by its smell if our eyesight
is hindered. Nonetheless, the use of scent should be
an additional aspect of enhancement toward a more
holistic experience.
7 Discussion
The amount of scientific research done on the topic of
smell compared to other human senses is significantly
minor. Consequently, the development of smelloriented usage is still at its pioneering stage. If I may
compare the phase of smell-oriented design to that
of the visual-oriented design, the prior is still at the
monochrome monitor era.
I truly believe in the prospects of integrating scent
into design. If we understand the connection between
different scents and their influence on our emotions,
we can then apply usage of scent that will affect the
outcome as a whole. Could we mimic the scent of a
mother and apply such scent to a toy to make a child
feel relaxed and secure? Would it be possible to design
a classroom that suppresses the smell of food and other
distracting scents? If subway seating was made with
materials that absorb unpleasant smells, will we be more
likely to reach out to homeless people on a train?
The question I asked myself throughout the research
process was, Is this really a design project, and if
not, what category does it belongs to? I couldnt help
wonder if I have drifted too far away from design or,
to the contrary, if the gap between science and design
are too distant. The more I study the human senses
in relation to our emotions, the more I realize it is
imperative for designers to work closely with other
academic fields in order to understand the complexity
of human behavior.
References
1 D robnick, J. (2006). Olfactioncentrism. In Drobnick, J. (Ed.),
The smell culture reader (pp, 1-9). Oxford: Berg.
2 H erz, R. (2007). The scent of desire. New York: Harper
Prernnial.
3 Le Gurer, A. (1988). Scent: the mysterious and essential
powers of smell. Trans. Richard Miller. London: Chatto &
Windus.
4 Keller, H. (2006). Sense and sensibility. In Drobnick, J. (Ed.),
The smell culture reader (pp, 181-185). Oxford: Berg.
5 Proust, M. (1996). In search of lost time vol.1. Swanns way.
London: Vintage.
6 T he smelling committee podcast. (2007). Collective smelling.
New York.
7 Porteous, J. D. (2006). Smellscape. In Drobnick, J. (Ed.), The
smell culture reader (pp, 89-106). Oxford: Berg
8 H erz, R. (2006). I know what I like: understanding odor
preferences. In Drobnick, J. (Ed.), The Ssmell culture reader
(pp, 190-206). Oxford: Berg.
9 If there ever was: an exhibition of extinct and impossible
smells. The Reg Vardy Gallery. Retrieved March 2, 2009, from
http://www.regvardygallery.org/
10 B arbara, A. & Perliss. A. (2006). Invisible architectureexperiencing places through the sense of smell. Trans.
Robert Rurns, Milano: Skira.
11 Damian, P. & Damian, K. (2006). Environmental fragrancing.
In Drobnick, J. (Ed.), The smell culture reader (pp, 148-149).
Oxford: Berg
Vivian Uang
The School of
Design and Crafts,
Gothenburg University,
Sweden
21
Salvatore Zingale
salvatore.zingale @ polimi.it
Wayfinding using colour:

A semiotic research hypothesis
Abstract
The environments of our lives are ever more populated
with signs of every sort. If cities and social sites are
texts, their capacity for communication must be rather
poor in view of the massive recourse to a crowding
of signals which often risks negating signification with
phrases lacking any reference points. How is it possible
that when entering a public place our attention risks
being distracted more than attracted by communication
artefacts? And how can we go round this paradox?
We therefore need to think of communications in
the environment which are less codified or rather of
orientation semiotics which begin from the ways of
expression, or types of signs, which come before the
signification systems, which are strictly symbolic. One
of the most powerful iconic and indexical elements is
colour because colour, more than signifying, stimulates
signification.
Keywords
Wayfinding, Colours, Icon, Index, Attention,
Environment
1 Beginning from a paradox

The environments in which we live are ever more
populated by all sorts of signs, commercial signs,
notices, lights and decorations. This is especially true for
roads, squares and service buildings like stations, offices
22
and hospitals, which demand the widespread presence

of this additional text to overlap the basictext, which
is the acculturated space. If cities and social places are
texts, as they are according to Ugo Volli [30], their
capacity for communication must be rather poor in view
of the massive recourse to a crowding of signals, which
often risks negating signification through phrases lacking
any reference points.
One of the bestknown cases in Europe is the socalled
Schielderwald (Forest of Signs) with which even the
German Automobile Association ADAC, that has
estimated that at least one third of the traffic signals
would be totally useless and in some cases even harmful,
dealt. Another wellknown case is the one of the Dutch
city Makkinga that some years ago has banned from
its territory not only the traffic signs but also the
pedestrian crossings and traffic lights. The surprising
fact is that, in so doing, there was no longer any
accident occurring in Makkinga.
But there are many more cases where the signal
systems produce this type of paradox and where an
abundance of signs doesnt correspond to appropriate
communication effectiveness. I mean not only the
capacity to communicate but rather and above all
to produce a cognitive benefit (in terms of generating
understanding) or an affective benefit (in terms of
producing wellness). Maybe this is because the more
communication in our environments depends on
codes, or rather on instructions, which use verbal
or pictographic signs, the more spatial complexity

produces cognitive disorientation.
How is it possible that when entering a public place our
attention risks being distracted more than attracted by
communication artefacts? And how can we go round
this paradox?
2 basic waynding cues

Answers to these and other questions could be found
if we put ourselves in the perspective of any subjectuser
who is seeking directions to reach an objective.
From this point of view the finding the way an action
will or should result as an action that would be
carried out by the body almost without the aid of
thought and with the smallest possible cognitive and
interpretational effort.
It is all about investigating every direction of the
semiotic dimension, which is often hidden in the folds
of our environments, that has been called by Kevin
Lynch Waynding [15]. The term was later resumed
by Romedi Passini [20] and Paul Arthur [1, 21] who
extended the concept beyond the mere placement of
indication signals, such as street names, commercial
signs and house numbers. For Arthur and Passini,
in fact, the wayfinding task is to ensure that an
environment is able to make understand both where you
are (favouring the construction of a mental map of the
place) and which path to take to get, without physical or
psychological impediments, to a particular destination
(favouring the possibility of elaborating an action plan).
Many people think that signs are the most important
means of providing wayfinding infor mation in an
urban or architectural setting. Without downplaying
the importance of signs, it is nevertheless easy to
show that the natural and built environments provide
the wayfinding person with a great variety of basic
waynding cues [1].
The wayfinding then includes the engineering design
of all those elements that make an environment an
organism that can communicate. Not only signage
systems, but also a way to rethink the architectural
and urban planning. Which should be conceived as
objects loaded with semiotic affordance: a call for the
interpretation, the addressing of the choices, a guide
to a solution. This type of affordance, combined with
the development of graphic systems, is what makes the
wayfinding a true and proper environmental communication
ergonomics [32].
3 The signs between us and the

environment
A semiotics that is interested in wayfinding may
however be understood in two ways: on one hand,
as a discipline of systems of signification proposing as
a methodological contribution to the field of design
of signs, and, on the other hand, as a science that
is concerned with spatial behaviours in relation to
environmental stimuli, and then, more generally, with
the relationship between subject and environment.
In this second acceptation which is what creates
the working hypothesis presented here semiotics is
concerned with the way in which we inferentially react
with the environmental and spatial reality. In particular
how we react to:
a) space, understood as space, its neutral and abstract,
general, measurable and calculable and not necessarily
inhabited geometric dimension;
b) places, understood as spaces individually considered,
in their uniqueness and specificity, so one place is
different from another place;
a) territory, understood as a structured set of cultured
places, domesticated both by virtue of the practices
of agriculture or hunting, both by virtue of the culture
of living.
3.1 A zoosemiotic perspective
In this regard, more than a wayfinding system entirely
based on communicative artefacts, we must look to
the ability of places to generate in the subjectuser a
stimoli orientanti that call for interpretive activity.
Wayfinding is more than Signage, but this more is
paradoxically a less, a dispossession of the Schielderwald,
to identify in the material and topological elements of
the environments those silent guides that can determine,
already by themselves, appropriate spatial behaviours.
We know that animals of all species are able to find
their way home (homing) or to explore the environment
in search of food [18]. For this reason, the semiotic
research can derive some benefit and indication from
studies on the orientation of animals proposed by both
the ethology and the environmental psychology [8,
19]. The theme of orientation, in fact, implicitly calls
the semiotic perspective to embrace a perspective of
zoosemiotic type [6], because the ability to find the
way actually depends on the capacity to process and
interpret the information coming from the environment.
Spatial orientation doesnt only depend on the capacity
23
to respond to the metalanguage of signage, but also

depends on our animal memory which persists
sidebyside with our most rational faculties. This means
that the design of places and of communications, besides
architecture, also involves undertaking a task of great
scientific commitment in order to pinpoint the sign
strategies which regulate, even under our awareness
threshold, the tendency for certain spatial behaviour.
In fact, spatial behaviour is adaptable, because
during our evolution we have developed an orientation
capacity which is relatively independent of detailed and
geometrically correct knowledge of an environment [2].
3.2 Semiotics and the biological world
If we thus follow some guidelines by Thomas A. Sebeok,
we could find some answers to our initial paradox.
Sebeok dedicated almost all of his activities to non-verbal
semiotics, to those fields where meaning is manifested
and produced even in the absence of that powerful
system of signification, which is verbal language. In his
vision, communication involves the whole vegetable and
animal world.
One case, mentioned by Sebeok [24] is, for instance, the
minimal model of approach-withdrawal, which is crucial
for survival. This concerns two functionally opposing
systems: one is the search for food and mates and the
other is to flee from dangerous situations. This is truly
a minimal model, but it has the advantage of evidencing
how a sort of Darwinian memory is at the basis of
our behaviour. On one hand, it pushes us towards the
living world and towards the tensions involved in social
bonding; on the other hand, it tells us to flee from
dangerous situations. The approach-withdrawal model
is very useful to represent the complex intrigue of
relationships between the human being and the external
world: objects, artefacts, machines, environments,
organised systems, etc. In relation to our environment
we activate both a behaviour to obtain benefits
(approach) and a defensive behaviour in view of the risk
of potential danger (withdrawal). It is as if we have one
foot forward to seek and the other foot backward ready
to flee. One eye explores the surroundings seeking to
capture something and learn, while the other eye is
focused on an escape path.
Sebeok in his conclusions, in fact, observes that the
interpretive tensions, between the individual and
his environment, are guided by numerous types of
nonverbal signs and they are present in all animal
24
species. Of these nonverbal signs, he mentions the ones

which Thure von Uexkll, the son of the biologist
Jakob, and like him a scholar of biosemiotics, called
ordinator signs (Ordnungszeichen), localization signs
(Lokalzeichen) and directional signs (Richtungszeichen)
in addition to the signs that refer to content
(Inhaltszeichen) and those that apply to the effects
they produce (Wirkzeichen) [28].
Therefore, what results from the semiotic observation
of the biological world is that interpretive faculties
are manifested not only by the intellect but also from
within the organism. As we know from ecological
psychology [10], cognition is an embodied process
and is situated inside the body. It emerges from the
bodily interactions with the world, it depends on the
perceptual and motor experiences. In this perspective,
what vacillates is the separation between nature and
culture, between biological life and semiosis, between
act on instinct or intelligence: That man is an animal
is somehow well known, but it is with the new
evolutionary biology, and then with modern genetics,
with semiotics, [], after that with zoosemiotics and
ethology, [], that it is no longer understood in a
speculative way, but in a scientifically motivated form
[9]. And if this border is to be overcome and crossed
in both directions, it is necessary for semiotics and
together with it design to seek signification on
this side of culturally defined systems. Because also
sensoriality is pervaded by signs.
4 Semiotics of resemblances and

connections
This means to think about a semiotics of orientation,
which is stepping out from modes of expression [4],
or types of signs, as theorized by Charles S. Peirce
[20], that are preceding strictly conventional systems
of signification. I mean iconicity and indexicality, with
symbolism (as conventionals signs) into the background.
Iconicity, or semiotics of resemblance. If we avoid the
mistake of considering as iconic only socalled visual
signs, according to a naive realism to overcome, then
the Piercean theory on iconicity presents itself in all
its semiotic force. Iconicity is here understood as
the capacity of a mind to interpret things and events
through the recognition of their sensorial qualities and
by their resemblance to an object already present in
the mind of the subjectuser through the association
of ideas and through evocative images. Iconic in their
nature are for instance the cognitive maps on which

many ethologists and psychologists have investigated
[27, 12]: the idea is that exploration and navigation
require the construction in the mind of an animal
organism, of a representation, albeit hypothetical,
of the environment. It is important to note that these
maps do not necessarily follow the Euclidean geometry
and they are only by metaphor juxtaposed with actual
maps. It is mostly egocentric representations of significant
places that are basically elaborated on recognition of
similar places [11].
Indexicality, or semiotics of connections. Again we
must have a broad vision about indexicality [24].
Indexicality is, in fact, the capacity to interpret
things and events by starting from their reciprocal
connections (position, dimensions, orientation, logical
causeeffect relationships). Indexicality is, especially,
the semiotic mode which, even while bringing to life
signals that are apparently invisible, is still the best
mode to provide ambiences and artefacts with a form
of communicative relationship, which is essential to
complete spatial cognition: directionality (to know where
to go), ambientation (to know where you are), ease
(to know what to do). Indexicality becomes crucial,
for example, when we think that orientation cannot
leave aside a point of view, a perspective. Studies on
perspective orientation have identified two different
ones, in relation to our position, real and mental,
with spatiality: (a) the survey perspective, as a vision
and recognition of territory from above; (b) the route
perspective, as a vision from the ground and from inside,
immersive, which is formed gradually through single
and sequential indications. Here, the perspective route
makes a very good account of how the exploration of
the environment follows a primarily indexical semiosis,
where the sense of orientation is the result of a chain
of connections, which is a sign of the other.
One of the most powerful iconic and indexical elements
is colour because colour, to paraphrase Wittgenstein,
more than signifying, stimulates signification. In fact,
when colours are not explicitly part of a codified
system, they dont defer us to a content but rather
suggest or produce behaviours through their capacity
to impress themselves on the mind as a quality: they
attract or reject our gaze and invite reaction.
Besides, colour is part of our psychological and
biological inheritance, as pointed out by Nicholas
Humphrey: Even though the modern use of colour

may frequently be arbitrary, humans response to it
surely continues to show traces of their evolutionary
heritage. So people persist in seeking meaning from
colour even where no meaning is intended, they find
colour attentioncatching, they expect colour to carry
information and to some extent at least they tend to be
emotionally aroused [13].
But not only. As we will see, colour lends itself very
well to enhance the detection and memorisation of
landmarks and props, intended as possible points of
a cognitive map, and thus a selfcentred geometry; in
the same way, also the nodes within an environmental
diagram (such as a fork, an open space, the beginning of
a path) may receive more expressive quality from colour,
as well as marking the edges of a border to a path.
5 Environment as a diagram
But why are iconicity and indexicality, rather than
conventional symbols and codes, the semiotic matter,
which must be involved in design? As we mentioned at
the beginning, the contemporary semiotics tends to
see the city, and with this all built environments, under
the category of text [23]. But the idea of text suggests
us a significant body, defined, closed, articulated and
consistent. For a subject, instead, especially if nonhuman
animal, the environment in which to move looks like
a cognitively dark action field: it does not know where
it begins or where it ends, of how many parts it is
composed, it knows nothing of the structure underlying it.
We should hence perhaps think, to give order to our
way of analysing and thus design spaces, of an even
deeper model. And perhaps even more topological,
where relations between parts would not be of a
syntacticsemantic order but rather of a logicalrelational
one. If we think that the fruitful history of mathematical
graph theory started from a question on the routes
of a city the famous bridges of Knigsberg of
Euler , it will not be difficult to find this model in
the diagram. Moreover, even the studies on the city,
seen at the light of wayfinding, begin with a work of
diagramming by Kevin Lynch [15]. As known, for this
American architect place legibility the ease with which
a subject understands and builds a mental map of the
place depends on the overlap and intersection of five
elements: paths, edges, districts, nodes and landmarks.
The relationship between these elements is
diagrammatic, as we know from the first, and
25
archetypal, London Underground map designed by

Harry Beck in 1933: the first displaying in the form
of the diagram metropolitan routes.
Starting from Lynch we can, following the indications
of Quentin Stevens [26], (a) add the thresholds, points
of transition from one area to another, (b) and expand
the notion of landmarks to all those objects that, in
a human or natural setting, acquire an idiosyncratic
relevance, subjective and provisional reference points,
footholds on which place the attention and to use as
computing or memorising elements: the props. This
category encompasses a variety of fixed objects which
are to be found within urban public spaces, such as
public artworks, play equipment, and street furniture.
Such elements may easily be overlooked as a part of the
environmental structure because they are small [26].
The spaceenvironment can then be thought of as a field
of relations within which the orientation is in the form of
an dialoguing interaction, a transition from one node to
another, from one area to another, crossing thresholds
and boundaries. A dialogue that consists of continuous
questions (to the environment), and answers (in the form
of interpretive actions).
6 Orientation, exploration, navigation

If environment and territory can be viewed as diagrams,
which are the spatial behaviours that this model make
possible? In our case, we focus our attention on three
behaviours or modalities: orientation, exploration and
navigation.
1. Orientation
Orientation answers the question where am I: it is
the ability of an animal organism to have knowledge
of its location within geographical or environmental
coordinates. To know how to orient oneself is to have
direct knowledge of ones position within the semiotic
field and to know how to interpret the positions of
other elements belonging to the environmental diagram
wherein one is located, to feel and test spaceterritory,
producing actions understood as interpretive answer to
the objective reality that shows itself up. The modality of
interpretation is in this case of indexicalinductive type.
2. Exploration
Exploration answers the question where could I /
would I go: it is the movement that investigates and
seeks to know the space and to translate it into a mental
map. The exploring activity is an inferential process and
an attempt to research. To explore means to know
26
how to interpret the properties and qualities of an

environment, and to associate them with known mental
models, owing to similarity and querying. The modality
of interpretation, here, is of an iconicabductive type.
3. Navigation
Navigation answers the question how am I
proceeding: it is the competence in moving through
the maps, using the already semiotised and cultured
knowledge of environment. Knowing how to navigate
involves knowing how to do calculations to determine
the direction and distance from the goal, the ability to
identify the nodes, to recognize landmark and props,
to conquer areas. For human beings to navigate is to
move toward a target within a spaceterritory set up as a
coherent array and as a syntactic system. The modality
of interpretation is of symbolicdeductive type.
In all three cases, the spatial behaviour is guided by
external sensitive stimuli, the orienting stimuli: it is a
response that interprets these stimuli through sign
mediations, according to a triadic process [see 8.1. and
Fig. 1]. In animals the orienting stimuli may be visual (in
predatory birds), acoustic (in bats), chemical (in some
insects), olfactive (in mammals), electrical (in fish), tactile
(in spiders and scorpions). We can find an outline of
how spatial behaviours take place in Vallortigara [29],
whose view is that orientation in space may be based on
three types of mechanisms, which although separate are
used simultaneously or in combination:
the dead reckoning (or deduced reckoning, the process
of continuous updating of the position estimate based
on movement speed, direction and duration
of movement);
the use of environmental landmarks (landmarks and props);
t he use of cognitive maps or representations of the
territory, and thus communicative artefacts.
7 Colour and attention strategy

Among the semioticdesigned mediations to be adopted,
the exploitation of the attraction force of colour
merits particular consideration. Colour, in fact, lacks an
expressive form. Like a liquid, it takes on the form of
its container, but its signification doesnt reside in that
form, it may be independent from this, as demonstrated
by several works by Yves Klein. Colour is, above all,
impact and attraction and therefore its use and planning
lend themselves to become an attentiongetting strategy
and a means to influence the direction of the gaze.
Fig. 1. The triangle of semiosis of Peirce. My adaptation to spatial behaviour.
This is also the case in the animal and vegetable world.

Colour, in short, has a conative force: a pragmatic power
of seduction, which may lead to another path or which
may confirm continuing forward on the same one.
Returning to the distinctions made by Thure von
Uexkll [28], in the wayfinding design, colour can be
used at the same time:
as a localization sign (to identify a specific place within
an indistinct environment);
as a directional sign (as an index to suggest a possible
path);
as an ordinator sign (as a mark able to define hierarchy,
establish measurements and distances and to
articulate sequences).
In the orientation of space and in its exploration, colour
contributes to the advent of the cognition of ones
own position inside places and it activates connections
between objects and positions because colour, as index,
has the property of identifying attention points and of
delimitating areas for action and because colour, as icon,
highlights the recognition of sensorial qualities.
This makes the signnature of chromatics one of the
most efficient tools to overcome the paradox, described
above, in view of the fact that colour is a sort of
transparent lead which can be interpreted as a guide,
can accompany us and direct our attention and our
movements. It is, however, essential that this signnature,
which is inside sensorial perception, would be the object
of study of projectual intention.
8 The colour variable

We have seen how spatial behaviour is dependent
on environmental stimuli. These stimuli can be both
primary elements of the built environment (a staircase,
an opening, a wall, etc.) and one of their attributes (a
shape, a building material, a paint, etc.).
8.1 Colour as a dynamical object
For the inferential semiotics, every element that may be,
rightly or wrongly, understood as an orienting stimulus
is a possible Dynamical Object: it is the beginning of a

process of interpretation. And, as stated in the triangle
of semiosis, which we can derive from the writings of
Peirce [22], a Dynamical Object produces an Interpretant
(in our case an interpretant action), but through a Sign
(or Mediation by signs): the comprehension of an explicit
and properly said sign, one of its mental representation,
or even the deduction that the object or one of its
quality does not have value in itself but for what they
are representing or referring to.
The sign mediation, in effect, is already starting at the
level of the perception of a Dynamical Object (the thing
with which we come into contact), which is categorized
by the mind that perceives it as an Immediate Object
(the external reality as represented by the point view
of the subject). This theoretical model is indirectly
confirmed by the International Lighting Vocabulary of
the Commission Internationale de lEclairage (Cie) [5],
which makes a distinction between the colour-stimulus
and the perceived colour: the first is the physical entity
that stimulates the peripheral organ of vision, the
second is what the subject actually perceives [Fig. 1].
If then, the orientation is an interpretive response to
the present stimuli in the environment, a wayfinding
project cannot work on quality and thus the semiosic
potential of these stimuli. On the quality of their
significant form and on the quality of their syntagmatic
relation in space: position, dimension, distancing,
recurrences, readability, etc. Certainly the ways to make
quality (formal, material, chromatic) of environmental
stimuli are the subject of the inventive ability of design.
The projects by Paul Mijksenaar [17] and Ruedi Baur
are, among others, a testimony of this fact.
8.2 Visual variables
An important methodological indication in coming
to our aid from the studies on visual variables made
in the sixties by Jacques Bertin [3], resumed in more
recent years by Narciso Silvestrini [25]. According to
27
this research domain, which was set off by the display

systems in cartography, the elements of a visual field
real or represented are distinguished by certain
variables. A geometric object drawn on paper, such as
a triangle, varies its significance, for example, depending
on shape, colour, size, position in space, direction,
texture, etc.
As we can see from Table 1, Silvestrini reworks the
previous classification by Bertin, and distinguishes
eight variables, grouped into two categories: the
image variables and the separation variables. The first
ones (dimension, value, transparency and position)
are responsible for the emergence of the figures
from the background. The second ones (direction,
texture, colour and shape) have the task of separate
and distinguish the various parts of an image. All the
variables have the following properties: associative /
dissociative, selective, quantitative and ordinative.
Now, in an environmental setting, colour is certainly not
the only perceptible variable. But, following the pattern
of Silvestrini (who calls, not by accident, hue what we
usually call colour), it is safe to affirm that colour is
the set of hue along with texture (and hence material),
added to value (higher or lower brightness), plus
transparency. Meaning, then, the variables of dimension,
position and direction as shared by every object placed
in a space (and therefore the variables of indexical sign
character), we could get to the primary opposition
colour versus shape.
I will come back to this aspect later. Now I will simply
point out that coming into contact with the other
variables, the colour can make at first discontinuous
and then perceptually significant any visual field, real or
represented. According to Bertin, the level of valence
Table 1. Visual variables by Silvestrini.

28
(of associative, selective, ordinative or quantitative type)

is given by the perceptual properties of the considered
variable. In the scheme of Silvestrini we can observe
how the hue has an associative and selective valence, as
the texture. While the value and transparency variables
have a dissociative and selective valence. Colour, in
short, allows us to perceptually associate and dissociate the
objects between them and hence to better select them.
The associative / dissociative and the selective
properties are, in fact, complementary. They help each
other. If we enter in a fruit and vegetables store, it will
not be difficult, for example, to read the grouping
of citrus fruits, fruits that precisely are associated
among them by their range of yellow to orange colour,
in addition to the rounded shape. At the same time,
the bright yellow colour will lead us to distinguish and
differentiate the lemons within the group. If there
are no critical situations, we will get without other
mediations to our favourite fruit. It is true that this
perceptualinferential process is helped, at least in the
example, by our prior knowledge about fruit and how
it is placed in the stores; but it is also clear that it is
just this process that the mind activates whenever it
searches. Silvestrini: The colour variation allows a high
and immediate selectivity of the components of visual
field [] [25].
If we then move on to a concrete element of our urban
landscape, it is not difficult to think about how, in
terms of both aesthetics and usability but also for the
historical cultural value or, usually, for the perceptual
wellness effect, the sense we attach to the pavements is
shifting [7]. In this case the variables at stake, together
with colour, are those relating to the construction
materials and the resulting texture.
9 Colour, a function
But, why has colour, which is basically a complement,
an accessory, an attribute, so much attractive force?
Even in this case, I think, it may be possible to advance
a hypothesis of semiotic order. Here, we will not
look for the meaning of colour, or in other words the
possible structures or semantic associations (which
are not missing, but that are to be found in signic,
mostly idiosyncratic, expressions) but rather some of
its functions inside a communications strategy aimed
at the orientation in built environments. Colour is not
just an attribute of shape, it plays a role in a game of
communication [33]. In this perspective, colour should
not be primarily associated with a semantic content, but
more accurately with a function in the mathematical
sense of the word. In the sciences of language functions
can also be qualified and distinguished, according to
the model of Roman Jakobson [14], which associates a
specific function with each factor of the communicative
game. Reworking this model we can draw the scheme
below [Fig. 2]:
Fig. 2. The functions of colour. Reworking by Jakobson (1963).
This means that the qualitative nature of the orienting

stimuli must have its own aesthetic relevance, capable
of activating an attentive function, able to capture the
attention of a subject and, consequently, having the
ability to make itself identified and memorized.
If these two functions do not come into play, it would
be very difficult for colour to carry out a guidance
function, similar to the phatic function of language,
the one that has the task of maintaining contact
between two speakers and thus keeping active the
communication channel. In orientation the path is
the communication channel.
In addition to this, when environmental stimuli are

highly chromatic features, two more functions can
come into play: the distinctive one, which aims to
differentiate one object from another within the visual
field (corresponding to the selective valence of colour),
and the normative one, when colour is part of a more
codified system or has the value of metalanguage.
Everything passes through the aesthetic function. There is
no recognition of objects (landmarks, props, nodes) if
they are unable to attract the attention of a subject.
The aesthetic function can certainly be not only visual,
but also olfactive, acoustic, electric and magnetic. But
here, for simplicity, we confine ourselves to consider
this function as related to visual stimuli and in particular
to the chromatic ones.
To say that everything passes through the aesthetic
function hence means that the orientation requires (a)
a reading of the orienting environmental stimuli, and
then (b) the interpretive faculty to assign to these
stimuli the appropriate functions, so that they are
efficient and cooperating with the identification of the
goal (the aim of wayfinding). Each function is generated
by the aesthetic function.
The horizontal axis of the graph represents the
relationship between the orienting stimulus and the
subject. So, too, it shows the semiosic relationship
between the natural dimension and the cultural
dimension of orientation. In this case the functions
that are activated are three:
1. The attentive function: the mind of a subject is
attracted to an object in the environmental setting.
What turns the attention on is an interest of the
subject, his orientation plan. The mind tends toward
a goal and the identified object can become a node,
a passage or a mediation towards it.
2. The identificative function: the stimulus and any object
that produces it are recognized as such, located in the
scheme of the environmental setting, embedded within
its own encyclopaedic system of knowledge, and then
placed in their cognitive map.
3. The guidance function: attention and identification
produce contact, but they also give way to it as a result.
The phatic function, in communication, is ultimately
the most indispensable function: without any form of
contact, there can be no communication, either in
physical or psychic sense [31]. In our case, the contact
produces an indication of path, and then of guidance
towards a goal.
29
Fig. 3. Project hypothesis by Marilisa Pastore for the Hospital San Carlo in Milan.
These three functions are the basis of the hypothesis

project developed by Marilisa Pastore at the Faculty
of Design of Politecnico di Milano [Fig. 3]. The project
involved the repainting of the walls and floors of a
sector of the Hospital San Paolo in Milan, so that the
different chromatic variations would have an orienting
effect on the visitors: the aim was to give colour a
function of silent guide, implicit, to guide the user,
emphasizing the arteries, the landmarks and the
destinations. The color was thus conceived to recall
attention, for example, to signal a turn or the presence
of graphic signs.
Some nodal areas devoid of points of reference have
been transformed into chromatic props to be better
memorized as real and proper landmarks. So, if your
main route requires a turn to the right, this orientation
will, through colour, be complied in a natural way,
while the reading of the signs (such as an arrow) could
result to be secondary or redundant [34].

The vertical axis of the graph represents instead what the
aesthetic function produces (starting from the sensory
quality). The functions that are activated are two:
4. The distinctive function: the object of attention is
distinguished and separated from the environmental
setting and is identified, in the sense of being made
individual, inside a roughly confused mass of stimuli.
This also entails a certain operation of hierarchization
of stimuli, an ordination of them on a scale of values
or of significant relevance.
5. The normative function: in this case the object fully
becomes semioticised, it falls into a signic bi-planar
relation: that is a signifier of meaning. In this manner
it passes from the purely subjective sphere to the social
sphere: not in a quantitative sense but in the semiosic
sense. In fact, the encoded information, also by only
a single empirical subject, is as such social.
Fig. 4. Project hypothesis by Nicole Bergel for the tourist routes in Bergamo Alta.
30
These two functions are the basis for another project

hypothesis developed by Nicole Bergel, always at the
Faculty of Design in Milan [Fig. 4]. In this case the
project concerned the city of art of Bergamo Alta.
The problem was how to ensure that the institutional
signs, including the one dedicated to cultural heritage,
should not result invasive and chromatically pollutant.
Within the city there are, in fact, two types of
metalanguages: the first consisting of the historical
signs, all the toponyms that name the places of the city,
with the chromaticity typical of the architecture of the
place, and the usual institutional signage. If the first kind
of signs (writings engraved on the walls, stone tablets)
appears to be cohesive and well integrated into the
urban textuality, the second has the critical elements
that make it actually alien to the site. So, a stratification
of signs, which over time have become a visually
polluting element, producing a high semiotic noise, with
an effect of disorder and estrangement that derive from
a lack of formal homogeneity on a both chromatic and
pictogrammatic level, is visible in the city.
The design solution of Bergel thus aims to a
chromatically neutral signage, syntactically minimal
but exhaustive and complete in the information
(landmarks, directions, distances, etc.). Thus, first
of all, a chromatic keynote of Bergamo Alta was
identified, starting from the different shades of the walls
of the city: a rather homogeneous palette that passes
from the grey shades to those of beige and pink. The
guidance function was then obtained, as well as from
the position of the communicative artefact, from the
transformation of the historical pavement texture in
distinctive elements and therefore normative of the
different paths. The iconic modality, in this case, has a
predominantly connotative value, that is to communicate
a perceptual quality of the city and its trails.
artefacts (such as text and pictograms), and as a

response to stimuli coming from the environment.
Among the most powerful and effective stimuli there
are the colours, which have a marked pragmatic
influence and the ability to stimulate the signification:
the colours attract attention and direct the gaze, give
identity to places and define implicit ordinator systems.
In this research, the communication design and the
design semiotics must then think about the wayfinding
as a text that has the task of making explicit the
diagrammatic nature of environments, a set of nodes
and routes, boundaries that define sociocultural areas
and thresholds of crossing. But this is not a diagram that
has a value only because of its geometric abstraction.
An environment is not only an Euclidean space, it is
primarily a place inhabited or habitable. In a
place, what really affect the spatial behaviour are the
sensitive values, qualities and forms of expression to
be interpreted as an index of orientation. Precisely
for this reason, a strategic environment, connoted by
colour, can make more effective its place legibility.
Not to mention that in the natural or built environment
the colour is also material, texture, light sources and, in
some cases, even tactile perception.
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10 Conclusion
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Milano, Italy
Donna Wheatley
dwhe0020 @ uni.sydney.edu.au
Metaphor:
Investigating spatial experience
Abstract
1. Introduction
Taking Metaphors We Live By (1980) by Lakoff and

Johnson as a starting point, the paper demonstrates
how metaphor elicitation was used to understand
users conceptions of spatial design and experience.
Metaphor is often thought of as a device for rhetorical
flourish, carefully crafted by talented writers, rather
than used in everyday language. Lakoff and Johnson
developed the notion that metaphor in fact governs
everyday functioning and metaphoric concepts
structure perception and how we relate to the world.
Our conceptual system, which they argue is largely
metaphorical, defines our everyday realities, and that
what we do is very much a matter of metaphor. Like
Mills, Lakoff and Johnson are aware that our conceptual
system is not something of which we are normally
aware. However, since the work of Mills, a body of
linguistic research has grown to provide evidence that
our ordinary conceptual system is metaphorical in
nature. This paper presents the rationale and richness
of using metaphor in collecting data on users subjective
thoughts and feelings about architectural design
experiences.
C. Wright Mills states the value of empirical research

is to make arguments more fruitful by basing all sides
more substantially[1], which is what this empirical
study aims to achieve: understanding users experience
and conceptions of spatial design and experience, as
opposed to the expert or academic reading of space.
Mills notion of the sociological imagination links
individual experience with larger historical and social
scenes, and the use of metaphoric images and language
in my case study research was applied to capture the
general and particular.
Human experience is metaphorical in nature [2]
and the meaning of any experience is elusive. The
use of metaphor formulates, communicates and
makes understandable this elusive meaning. Since the
pioneering work of Lakoff and Johnson, the study of
metaphor has been a focus of considerable interest
in the fields of linguistics, psychology, philosophy,
literature and advertising.
Metaphor was used in two ways in this study: as a way
for participants to talk about design and experience of
an everyday designed environment in interviews, and
to elicit those responses by selecting from categories
of metaphoric images. The first section of the paper,
metaphors in everyday language, outlines the
theoretical background on metaphor as fundamental
to language and thinking. The next section metaphors
in images, composes the rationale for using images as
Keywords
Metaphor, Design and Spatial Experience, Qualitative
Research
33
metaphors to elicit metaphoric thinking and language

in architecture research. The final section metaphoric
language and images in architecture research presents
how I collected data using metaphoric language and
images, and exemplifies some of the responses collected
using the method. These sections show why and how
metaphor can used to investigate experience, and,
through providing two case study examples, that
potentially fruitful research outcomes are achieved
using metaphor.
The empirical study was undertaken in a series of
new workplaces around the world. Workplaces were
selected for the study because users have become
familiar and highly involved with these environments
through interaction on an everyday basis (unlike,
say, with public buildings), yet removed from design
decisions (unlike housing), and for other reasons such
as similar participant backgrounds, making them ideal
for this study of architectural experience and employing
this research method. One on one interviews were
undertaken on site. Images of various categories are
shown to participants using a computer interface. They
select and manipulate them to symbolise a thought or
feeling of their spatial experience that is then discussed.
The interviews were recorded and transcribed and the
study was based on analysis of the transcriptions.
2 Metaphors in everyday language

Metaphor is pervasive in everyday language and
thought. Lakoff and Johnson have found that it is
perhaps the key to giving an adequate account of
understanding[3] because our conceptual system is
fundamentally metaphorical in nature[4]. The claim
that the way we think and what we experience in our
everyday functioning is a matter of metaphor is one of
the reasons that metaphor was used in the study to
understand an everyday spatial experience.
Metaphoric concepts structure what we do and how
we understand something, usually without being
conscious of the use of metaphor. For example, the
metaphoric concept of time is money is a normal way of
thinking about time in cultures where time is a valuable
commodity. The language is not poetic, fanciful or
necessarily rhetorical. Lakoff and Johnson would call it a
literal metaphor. Expressions such as it was a complete
waste of time, Do you have some spare time?, I ran
out of time, the traffic cost me an hour use a money
metaphor because we conceive of time in that way.
34
It is not necessary for time to be conceptualised as

money or a valuable commodity, and there are cultures
where time is neither of these things.
Lakoff and Johnson find metaphors, especially those that
reflect literal language to be one of a number of types,
such as spatial (Its under my control), physical objects
and substances (his mind snapped), containers (shes
out of the race), personification (inflation is eating up
our profits), metonymy (Shes in research). Most are
not noticed as being metaphorical. Many are related to
bodily experience.
Raymond Gibbs warns against assuming that any
particular concept can be comprehended via metaphor
to some degree, and points out scepticism exists,
especially from cognitive psychology, about whether
metaphor is a part of human cognition and not just
an aspect of language [5]. Overall, Gibbs finds more
support for the claim that metaphor in thought and
language interact, it is just that it is not clear how.
The metaphorical structure of concepts are usually
culturally coherent, especially the more fundamental
concepts such as happy is up. However, different
cultures and subcultures, or even individuals, have
different values, so that a concept will have different
metaphoric structures, such as those who own large
cars will feel that more is up, whereas small car owners
may believe that saving resources is up and more is
down. I have observed this in my research. For example,
some groups find spaciousness and quiet cold, while
others find it clean and open. In my research, some
groups or individuals will find certain design elements
important, relative to what is important for them.
3 Metaphors in images
In Picturing the social landscape: Visual methods
and the sociological imagination[6], the editors,
Caroline Knowles and Paul Sweetman find there are
three approaches to using visual images in research:
images as evidence, images to construct reality and
a semantic approach where images are read as texts
to uncover wider cultural significance. Images are a
point of access to other social and cultural worlds.
Researchers in this area use them to reach beyond
common understandings and make connections
just as visual strategies do. The editors claim that:
The sociological imagination works particularly well
through visual strategies, which capture the particular,
the local, the personal and the familiar while suggesting
a bigger landscape beyond and challenging us to draw

the connections between the two [7].
Further, they also state that visual techniques
activate the sociological imagination in the broad
sense that C. Wright Mills intended because they
incline researchers towards tracing connections
between things of different scales. The use of images
in research methodologies is expanding, driven by an
increasingly visual Western culture, but also by being
a unique form of data that stores complex subjective
meanings. People navigate the world visually. This
notion was established by John Berger who famously
asserted Seeing comes before words.... and
establishes our place in the surrounding world[8].
The connection between human existence and
visualisation has never been more obvious where today
the visual senses are prioritised over other senses.
In my case study research the analysis is done using
a familiar research medium, words in transcripts,
thus avoiding much of the complex methodological
and theoretical issues inherent in image-based
analysis. Thinking about images as symbols is a
cognitive capacity that starts to develop around ages
5 to 7 [9], and by adulthood, the ability to represent
one thing by another is practically an automatic
process. John Grady states that thinking, writing and
talking about images can make arguments not only
more vivid but more lucid as well[10]. This is why
images are used in research to stimulate discussion
in interviews. Describing how images communicate
is the basis of the theoretical framework of visual
rhetoric. It is concerned with the persuasive meanings
of images rather than their aesthetic qualities. It
relates to semiotics, the study of signs and symbols
and the things to which they refer. The image-asmetaphor in this study acts is an inherently arbitrary
symbol for something else, its referent. Referring to
Richard and Ogdens semantic triangle from 1923 [11],
the symbol is the image selected by the participant,
the referent a particular experience encountered
in the workplace, and the though/reference the
participants explanation of the image selection.
4 Applying metaphoric language and

images in empirical spatial research
This section outlines metaphor elicitation conducted
in the empirical study and presents some examples
from undertaking interviews in this manner.
To understand how users respond to one environment,

9-14 participants are interviewed. They were shown
12 sets of 12 or 8 images (a total of 136 images) on a
computer interface. They are asked to explain their
feelings, reaction and emotions about the design of
their workplace as represented in their various selected
images. The interview process required the researcher
to facilitate the flow of the interview, such as moving
to the next set of images or prompting for more
information. The interviews are transcribed and analysed.
The interview approach is unstructured. Topics are
driven forward by the interests of the person being
interviewed. The topic is introduced through a set
of images. The content of the discussion is based on
participants responses to an image set. Image categories
varied from abstract art, shoes, facial expressions,
colour and food. Using images to elicit responses has
been called photo-elicitation by Douglas Harper who
characterises the undirected nature of the process
as follows:
A shocking thing happens in this interview format; the
photographer... suddenly confronts the realization that
she or he knows little or nothing about the cultural
information contained in the image.... the researcher
becomes a listener and one who encourages the dialogue
to continue. [12]
This interview method could successfully investigate
conceptions of the environment without structuring
those conceptions. Regular interview techniques
that involve questions organise and influence the
perceptions of those interviewed. Researchers
have found that research is more valid when human
responses are obtained without suppling categories
and values [13]. The sets of images can suggest
general responses. To prevent any suggestion by
the researcher at all, studies by Gerald Zaltman [14]
in the field of advertising request participants to
look for and bring their own images-as-metaphor
to interviews, although this may result in less
compatibility amongst participants and requires
more participant effort.
In practice the technique calls for little researcher
intervention. Prompts generally took the form of
requests for further explanation of a thought or
feeling (represented by the image) in relation to their
workplace. Selecting images symbolising their spatial
experience was quick and easy for respondents, but
associating it with the actual physical environment
35
Example results from case study in China

Image selected
Transcript
Area of workplace
Because its very simple. Because Im a Finance guy, I see simple. The message
is very important. You can see the work environment that we have no doors.
And, I think its very simple. Simple means if you have a door, that means some
people want to hide something, but the principle here, in X, is that nothing is
confidential. Door is always open for you. Even the boss.
I think I will choose the bicycle. To work in X, everyday you feel you have full
of energy.
R: Can you pinpoint any particular things?

For example, the environment here is always very bright. We have full abundant
of sunlight coming from the window. So make you feelhave a good feeling.
This one is kind of like, it's very plain, lack of life. How can I say that? I mean
there is no flower and no something live. Just very plain. And maybe it's better
I think if you put some green plant or everyday you have some fresh flowers
because sometimes if you have some new things you will feel very excited.
Maybe you don't know why because, but you think oh I'm excited. I'm very
happy. And then you think of it. Oh yes I bought a new T-shirt just like that. But
it will make you very happy I think.
This guy just all quiet and lonely in the deep ocean. Sort of this quiet individualism
that when you actually sit down at your desk you know youre not really sure
whats going on the next person is 15 feet away and you dont you cant hear
anything you dont know what theyre doing you know? Even though this is a very,
very open office, because its so big I dont feel like communication could flow as
effectively as if we were quite frankly in a smaller space.
Table 1. Table of interview responses from Chinese case study. The images left are those selected that elicited the response in the
middle column. The image right shows something of the physical workplace referred to in the transcript fragment.
was less straightforward. The images certainly

enabled the discussion to flow.
The images in this study are presented, selected and
manipulated digitally. This worked very effectively as
the process was also recorded for each participant
for easy review later, but it also projected to
participants that the study was modern and up-todate. Additionally participants were not interviewed
in the traditional sense as they were not always
facing the researcher but interacting with a screen,
clicking on images and moving them about, thinking
and talking freely. Anthropologist Sarah Pink has
suggested that the future of visual research will
depend on researchers using digital media [15]. It has
become easier to use and economically accessible.
Pinks future directions primarily refer to methods of
collecting visual images as data (such as digital video),
or using new technologies to present research results
(as opposed to say a book or a film).
36
A feature of qualitative research is its reliance on

fragments of transcript as evidence. The following
figures present interview fragments as samples of
evidence collected using the data collection methods
outlined above. When writing up results, direct
quotes are used to underline a point, illustrate
an assertion or to develop an argument. This
has its limitations, such as pretext and context,
misunderstanding and misinterpretations; however
carefully treated this research approach is acceptable
and has a long and established history. The resulting
data has been used to assemble aspects of work
culture, illustrations of embodied practice and
compositional routes through the workplace.
Figures 1 and 2 following exemplify the data collected
using the technique. The image on the left is the
image the participant selected in the study, the piece
of transcript is in the centre and an image taken by
the researcher on the right showing something of
Example results from case study in Australia

Image selected
Transcript
Area of workplace
Because it has kind of like direction, a certain layout, a certain uniformity and
everything thing is like joined somehow. Its got six levels and its got a common
atrium on every floor.
The thing that made me choose this is because its got that. it runs through
down the middle. So, its like the way this building is set up. Its got this spine that
joins everything altogether.
I have to say I think that one. The reason being is we do have a lot of breakout
areas in our building so if you ever get stressed out or if you need to think about
something you can always get a cup of tea and just go sit in the breakout area,
take some time out.Theres no breakout areas anywhere else that Ive been.
You have to actually physically walk out of the building and go across the road
to a park or something like that. Whereas this one is like ready-available. The
breakout areas are like right next to the atrium so you can actually look down
and just kind of get away from like your headspace.
Because theyre on the move. This building because its so open and like people
can see what youre doing and you can see what other people are doing. It
makes you do things, makes you work.
Probably thats the one. There are divisions within the area, in the work area but
theyre not that high. So you still get a sense of even though you have segregated
areas you still have ways in and ways out of them and you dont feel as though
theyre enclosing. Its as though youre actually walking above them.
Table 2. Table of interview responses from Australian case study. The images left are those selected that elicited the response in the
middle column. The image right shows something of the physical workplace referred to in the transcript fragment.
Presenting the
theory formed from

the examples given
in the following two
the physical workplace referred to in the transcript

fragment.
The resulting data can then be organised using
grounded theory. Grounded theory is built out of
data collected, rather than a preconceived theory
in mind [16]. From the data collected, key parts are
coded. These codes are grouped into similar concepts
to make them more workable. From these concepts
categories are formed, which are normally used as
the basis for the creation of a theory. 1
tables is beyond the

scope of this paper.
5 Conclusion
The paper focused on
Responding to metaphoric images was used to produce

richly layered accounts of the complex experiences
of an everyday design experience. The examples
above support the notion that metaphor is related to
thinking and essential for how people communicate
about abstract, difficult-to-talk-about ideas, and about
aspects of ordinary experience [17]. If participants in
the rationale of using

metaphor in collecting
data on the subjective
thoughts and feelings
about spatial design
experience.
the above example were not encouraged to think

and discuss their thoughts using metaphors the
research would not have yielded the same results.
Metaphor can be used to investigate spatial design
experience. Utilising Lakoff and Johnsons notion
that our conceptual system is largely metaphoric and
image-as-metaphor are steps towards achieving the
elusive research aim of investigating users experience
of spatial design. In addition, data collected using
metaphor focuses on the particular and can be
analysed and interpreted to explore larger themes.
References
1 C . Wright Mills (1959). The Sociological Imagination,
New York: Oxford University Press, 205.
2 L akoff, G. and Johnson M. (1980). Metaphors We Live By,
Chicago: University of Chicago Press; Valle R.S. and Von
Eckartsberg, R. (1981) The Metaphors of Consciousness,
New York: Plenum Press.
37
3 Lakoff and Johnson, Metaphors We Live By, ix.

4 L akoff and Johnson, Metaphors We Live By, 3.
5 G ibbs, R.W. (1999). Researching Metaphor. In Low, G. and
Cameron, L. (eds.), Researching and Applying Metaphor
Cambridge: Cambridge University Press, 43.
6 K nowles, C. and Sweetman, P. (eds.) (2004). Picturing
the Social Landscape: Visual Methods in the Sociological
Imagination, New York: Routledge.
7 K nowles and Sweetman, (eds.), Picturing the Social
Landscape: Visual Methods in the Sociological Imagination, 8.
8 B erger, J. (1972). Ways of Seeing, London: Penguin.
9 DeLoache, JS. (1995). Early Understanding and Use
of Symbols: The Model Model, Current Directions in
Psychological Science, 4(4)
10 G rady, J. (2004). Working with Visible Evidence. In Knowles
C. and Sweetman, P. (eds.), Picturing the Social Landscape :
Visual Methods in the Sociological Imagination, New York:
Routledge, 18.
11 Ogden, C. K. et al. (1923). The Meaning of Meaning : A
Study of the Influence of Language Upon Thought and of the
Science of Symbolism, London: Kegan Paul, Trench, Trubner.
12 Harper, D.(1998). An Argument for Visual Sociology, in
Prosser, J. (ed.), Image-Based Research: A Sourcebook for
Qualitative Researchers, London: Falmer, 35.
13 Sanoff, H. (1991). Visual Research Methods in Design, New
York: Van Nostrand Reinhold, 6.
14 Z altman, G. and Coulter, R.H. (1995). Seeing the Voice of the
Customer: Metaphor-Based Advertising Research, Journal
of Advertising Research 35(1995); Zaltman, G. (2003) How
Customers Think : Essential Insights into the Mind of the
Market, Boston: Harvard Business School Press.
15 Pink, S. (2006). The Future of Visual Anthropology : Engaging
the Senses, New York: Routledge.
16 G laser, B.G. and Strauss, A.L. (967) The Dscovery of
Gounded Theory: Strategies for Qualitative Research.
Chicago: Aldine; Strauss, A.L. and Corbin, J.M. (1990). Basics
of Qualitative Research: Grounded Theory Procedures and
Techniques. Newbury Park, CA: Sage Publications.
1 7 G ibbs, Researching Metaphor, 44.
Donna Wheatley
The University
of Sydney, Faculty
of Architecture,
Design and Planning,
Sydney, Australia
38
Michael Hohl
info @ hohlwelt.com
The phenomenology of getting used to

the new: Some thoughts on memory,
perception, numbing and the Zen-view
Abstract
1 Introduction
In this text I set out to reflect on the relationship

between human perception and the usability of some
designed artefacts. Beginning with own observations the
text looks at the relationship between two phenomena:
The ease with which we perceptually desensitise
to conditions of our environment such as designed
artefacts, and secondly, the designerly dilemma of
innovative artefacts, that create an undeserved sense of
trust that may result in unintended effects. It shows how
these two phenomena are intrinsically linked to what
the neuro-sciences describe as learning. Subsequently
the text will look at several strategies that aim at
preventing this type of adaptation. The text concludes
with an example of a semantic designerly mapping that
sustains the experience of initial surprise and prevents
the effect of numbing. The paper argues that designers
could benefit from a better understanding of the
dynamics of human perception in order to inform design
research methods and design education to consider
these perceptual processes. The primary goal of this
text is to create a debate around these phenomena and
show their relevance to design problems.
In 2006 Klaus Krippendorff created a comprehensive

definition of design semantics that consited of two
distinct parts. The first part of his definition describes
design semantics as A systematic enquiry into how people
attribute meanings to artefacts and interact with them
accordingly. [1] The second part as A vocabulary and
methodology for designing artefacts in view of meanings
they could acquire for their users and the communities of
their stakeholders. [1] The following enquiry attempts to
investigate the relationship between his first definition,
how people attribute meaning to artefacts and
interact with them and a phenomenon which media
art historian Oliver Grau describes as an audience over
time harden[ing] to [a technologys] attempts at illusion
[2]. This paper tries to investigate the relationship
between these two states: How people create meaning
from and interact with artefacts, and the effect of
hardening or numbing to a technology.
Computer Scientist Paul Dourish writes in the context
of interaction design: Meaning is an aspect of use,
interaction and practice, it is something that resides
primarily in the hands of the user, not of the designer. [3]
It appears that the most a designer could do was
suggest a meaning, and it was the audiences choice to
accept that suggestion or construct their own. Maker
and user may have very different perceptions of what an
artefact means.
Krippendorffs first definition is about about semantics,
Keywords
Usability, Human-Factors, Phenomenology, Design
Research, Design Semantics, Design Methods
39
the study of meaning. His second definition is about

design semiotics, the study of signs. With the first
definition the focus widens from the narrow field of
a designers repertoire of signs or what an artefact
intends to communicate, to peoples perception
and how they view and use an artefact. This is a
radical shift in focus when we think of design from
the perspective of a rational engineering tradition. It
moves the perspective from the relatively confined,
clear, and safe terrain of methodically vindicating an
artefacts properties by referring to an established
design vocabulary into the much wilder, more complex
and irrational world of how different individuals make
sense of and construct reality. Traditionally this had
been primarily the concern of fields such as philosophy,
psychology, the social sciences or ethnography. So how
do designers find out what is going on in peoples minds
when these engage with their artefacts? The rising
popularity of qualitative design research methods, such
as participative methods that involve stakeholders or
various interview techniques, may be an indication for
the growing acceptance of these systematic enquiries
and their benefits.
The focus of the following discussion is located between
these domains, peoples perception and the surprising
ease with which we become desensitised - or numb to environmental conditions in general, and specifically
to new technological artefacts. The text demonstrates
some of the effects negative and positive dimensions
and introduces various multi-disciplinary strategies to
contribute to a designerly debate.
The text will make use of the terms desensitised,
numbing and perceptual adaptation synonymously, in
the sense of a persons lack of conscious awareness of
an environmental condition.
1.1 Numbing to the new
I would like to begin with two personal observations
that I made, and which lead me to the insight that human
perception is more complex then we might assume and
that as designers we need a better understanding of
how we humans process our environment and engage
with artefacts.
My first example concerns watching the music video
Out of Space [4] by the band Prodigy from 1992.
When I watched this clip for the first time in 1992,
I perceived it as being of unprecedented speed and
without narrative. In my memory this 4:23 min video
40
consisted of a very rapid succession of short haphazard

video sequences of low quality, juxtaposed in no clear
relation to one another and edited at unprecedented
speed. Watching the same video again in 2010 was
a very different experience: Not only did it appear
much less rapid and haphazard then remembered,
but its speed was perceived as not very different to
contemporary television advertisements targeted at
a mature audience. It appears that either my memory
is unreliable or my perception has adapted over time
without my conscious awareness. This leads to the
conclusion that the average video today may be edited
faster then avantgarde videos were in 1992. I discussed
this observation with peers and several agreed that they
had had similar experiences. Conclusive evidence would
require to compare quantitative formal properties of a
selection of relevant historical videos to contemporary
music videos, consisting of properties such as cuts,
editing-speed, beats per minute, visual effects, colour
saturation, camera movements, zoom effects and their
simultaneous combination. However there appears to
be some indication that a style of radically novelty has
the power to surprise temporarily only and that our
perception adapts over time leading to an increasing
rate of stronger effects for music clips to capture our
attention.
Related to the experience above is the second example,
which is about another aspect of memory, about the
disappearance of something quotidian from conscious
perception. I believe many will have experienced
surprise and disbelief upon the inability to remember
the distinct appearance of a familiar building that has
been demolished. Although, we may think, having passed
by this building in the past, countless of times we may
have difficulties to remember what it looked like. In
our memory we may have a vague recollections of its
height and shape but we cannot clearly recall details,
especially if the building has no personal relevance
to us. We may wonder how this happened, and why,
despite having passed by it so many times, the buildings
details have disappeared from our memory? Such an
experience questions the accuracy of our memories and
our cognitive capacity to recall familiar environments.
In that respect these experiences are deeply unsettling
as they demonstrate that there are blind spots in how
we perceive and remember the world around us.
Paradoxically it may exactly be this process of
repeated exposure unassociated with a salient personal
experience that can be seen as the cause of this process

of erasing it from our conscious awareness and memory.
Neuro-scientist Wolf Singer writes about this filtering
process: We see, what is useful to see. [5] Apparently
if seeing the building is not useful and nothing attracts
our attention from its busy urban context, we cease
from actively perceiving it. It blends into the background
until a change may attract our attention again, such as
when it has disappeared.
The opposite takes place when we visit a town for the
very first time. While we still orient ourselves we will
experience it in great richness and detail. Everything
is perceived as new and unfamiliar. This ephemeral
outsiders perspective allows us to experience the
place in a manner very different to that of the towns
permanent residents.
What combines the two observations? In both cases
the perception of an artefact changes over the passing
of time. The novel and highly unconventional form of
a music video begins to appear conventional (tacitly
compared to the context it emerged from), while the
familiar memory of a building in fact is not familiar and
not memorised.
How are these two observations relevant for art and
design? Knowledge of such perceptual processes may
be invaluable and inform our processes of conceiving
and making. We now know that novelty soon wears off
and that details of artefacts we do not use regularly are
forgotten although we are not aware of this process.
It appears to be a property of our perception that we
become blind to conditions of our environment that
are not important or significant for other reasons.
Media artist David Rokeby observes: It seems that we
stop seeing, hearing, smelling as soon as we have positively
identified something. At that point, we may as well replace
the word for the object. Since identification usually happens
quickly, we spent most of our time not really sensing our
environment, living in a world of pre-digested and abstracted
memories. [6]
Why does this desensitisation happen? How do we
get used to things so easily? From an evolutionary
perspective it may be crucial: Our attention does not
remain locked upon the known and familiar, but is
captured instead by the new and unusual. Would we,
for example, continuously be aware of the sensation of
our clothes on our skin we would have difficulties paying
attention to more important events.
Is this, from a design perspective, a beneficial or an

adversarial effect? Of key relevance appears to be the
fact that this process is regarded as an important part
of how intelligent beings learn when directly engaging
with a new condition. When a new event is perceived it
is first treated as a novelty, with either a positive or negative
reaction. Then the novelty is replaced by an expectation.
This is the basis of learning. When the expectation is not
met, there is the accompanying emotion of disappointment
or even anger or frustration. [7] Tom Mitchell, Chair of
the Machine Learning Department at Carnegie Mellon,
researches [8] the physiological processes between the
brain and the central nervous system. He describes
that, while initially an event receives attention because
it is recognised as a new type of event, in a repeating
encounter this curiosity and conscious attention is
replaced through an expectation. Our perception
is economical and selective in what reaches our
consciousness. Speed of processing is given primacy
over accuracy. Once we have learned how to use a new
artefact, the novelty factor has worn off and we have
certain expectations of what it affords. A continued
treatment as novelty could be regarded as a result of
amnesia, a loss of memory, whereas the ability to recall
it in all its detail would be a case of eidetic memory,
another medical condition in which photographic
recollection of complex visual detail, so called eidetic
perception [5], is seen as the result of a higher brain
dysfunction.
There is evidence that numbing to the novelty factors
of artefacts is part of how intelligent beings learn,
especially to engage with technology in a continuously
changing world. Numbing in fact is a useful function of
learning would perhaps better be described as adapting.
It allows our brains to adapt to change fast so that our
limited attention is free again to select those signals that
should be processed with conscious awareness.
What is the relevance of these neuro-scientific
insights for designers? During the process of learning
the artefacts initially novel and intriguing capabilities
gradually diminish behind their utilitarian functionality.
In the beginning it may require time and effort to
master the complexity of, for example, navigating
the web with a web-browser application, but over
time people gradually master this activity almost
intuitively. In fact they may become so adapted to the
browsers affordances that these soon are perceived
as a precondition and they become reliant upon
41
them, similar to an intuitive tool that disappears from

conscious perception once one has become accustomed
to it. Then the initially new technological artefact may
become seamlessly integrated into a lifestyle.
Though, if our expectations are not met, and for
example the Internet connection is not working as
expected, we will probably get frustrated. From a
usability perspective this seamless integration is a bestcase scenario and a sign for a successful design.
However, while in some cases this process of perceptual
adaptation may be beneficial, as in the effortless
handling of computer mouse and web-browser and
their seamless integration with short-keys that provide
short-cuts for so called power users, this process of
adaptation is not always desirable. Such an example
would be the adaptation to speed for the driver of a car
on the motorway. While driving the driver will adapt to
the speed relatively higher then on conventional roads.
When exiting the motorway the driver may seriously
underestimate the remaining speed, and the car wont
be able to stay on the tarmac. Unless the car is
equipped with assisting technological features that
automatically decelerate and control traction the car
may leave the road behind. Many motorway exits show
signs of motorists underestimating their speed. So while
in some cases perceptual adaptation is convenient and
even pleasurable there are critical individual exceptions.
From a design perspective this is another dilemma.
While in most circumstances we want our designs to be
most effective, there are certain cases when they prove
too successful. To demonstrate the relevance of this as
a designerly dilemma this paper will use two examples
to illustrate the context, followed by a selection of
strategies, some developed by other disciplines, that
aim at preventing people from numbing their conscious
awareness. While the paper is mostly concerned with
research into interaction design, these examples include
domains such as computer science, architecture,
philosophy, spirituality, industrial design, fine art and
psychology.
1.2 Example 1: The surrender of drivers
responsibility to satellite navigation systems
Shortly after satellite-navigation systems were
introduced in cars in the early 1990s media reported
the first accident by a driver who had blindly trusted the
system and driven consciously into a river. The road had
42
Figure 1: Do Not Follow Satellite Navigation road sign in Colchester, United Kingdom,
2007, (CC license from Unhindered by Talent@Flickr)
wrongly been assigned by the system as being equipped

with a bridge while in fact a ferry service connected
the two sides. Since then many of these types of
accidents have happened in which motorists followed
the instructions of satellite navigation systems without
much conscious critical awareness. In this we see an
example of how a technology can provide a false sense
of reliability and safety. What makes drivers suspend
common sense and completely trust a technology?
What is taking place during this process?
From a perspective of trust the product is successful.
Many users appear convinced of its accuracy that they
trust it blindly. From a health and safety perspective
it is precarious though. Here we have an example of a
designerly dilemma. The design functions so well and is
perceived as so reliable that many users do not question
its accuracy and uncritically follow its instructions
against common sense. While the responsibility may
lie in psychological factors of the users this also is
a design problem. What could be a design solution?
The producers of these systems experimented with
different male and female voices and text messages that
remind drivers that they were driving, not the system.
Yet, the problem still persists after two decades. Many
communities in countries in which Satellite Navigation
systems are common, have installed warning signs
along designated spots that warn not to follow satellite
navigation systems. While some of these signs are
Figure 2: Type n Walk screenshot of iPhone application demo video by Type n Walk,
which augments a live video feed from the built in camera in the background of the typing
area. This allows to pay undivided attention to the screen and watching the immediate path
ahead at the same time.
vernacular and hand-made, below is an official example

from Britain installed by the city of Colchester after a
number of traffic accidents in which trucks got stuck in
a narrow street.
Without such as system many drivers would probably
become aware of the hazard in time. Yet trusting the
system, their awareness or alertness is somewhat
suspended by the sense of reliability acquired while
adapting to the system.
1.3 Distraction: Dividing attention between
mobile devices and primary tasks
Other examples include users of mobile phones. Figures
show that many humans have difficulties multitasking
and diving their attention between several activities at
the same time. As a result of road accidents related to
mobile phones many countries have prohibited their
use for motorists while driving. There is no legislation
in place yet for pedestrians, although these are involved
in mobile phone related accidents as well. Recently a
pedestrian in New York City was in the news having
fallen into an open and unsecured manhole while typing
a text message on her mobile phone while walking
along a sidewalk. [8] This example may be less a design
problem then plain frivolousness but it shows that we
have difficulties multitasking.
Like Yin & Yang, the car introducing the car accident,
technological disasters are out-innovated by new
technical inventions, an arms race of design solutions
leading to a continuously operating pyramid scheme
of innovation mitigating old problems while causing
new ones.
For the owners of iPhones there is an application
that aims to ameliorate the dangerous implications of
typing while walking. The application Type n Walk
[9] uses the built-in camera to augment a live video
feed behind a screen-based mode for writing. This live
perspective of the view ahead allows the user to focus
on the screen while typing and walking simultaneously,
without having to divide the attention between the
screen and the immediate path ahead. In its unique use
of augmentation Type n Walk resembles telepresence,
where people have the experience of leaving their local
space and their body behind to feel present at a remote
or virtual location. In this detachment from the physical
world Type n Walk reminds of such a technologically
induced out-of-body experience.
While this design solution aims at making texting safer
and easier by being less distracted, there must be
areas which require the opposite: Making the use of
an artefact less easier but more difficult. In this area
designers will consciously implement features that make
the use of an artefact more difficult so that it requires
the users full attention. In which domains would this be
useful? Where do designers consciously design so users
do not too easily adapt to an affordance? Where is it
necessary not to numb but to stay aware or even alert?
In this context safety critical artefacts such as child
proof cigarette lighters and containers for hazardous
materials such as medicine bottles or household
chemicals come to mind.
2 Strategies against perceptual adaptation,

which support conscious awareness and
reflection
Our brains adapt to change with surprising ease and
speed. This innate ability enables most of us to adapt
successfully to a fast changing and complex technological
world. On a daily basis we learn how to use new
operating systems, new interfaces of game consoles,
remote controls, mobile media, vending machines
and atm machines. This change also entails mirroring
social and emotional involvement via image, link, or
43
video sharing tools such as Flickr, Twitter, Youtube,

Delicious and Facebook, via desktop computers and
mobile devises. While most of these media and their
interfaces have not been around a decade ago, they
have become intrinsic parts of the lives of many. Effort
has been made on both sides, by the makers and the
users. These media have been designed with great care
with, to paraphrase Krippendorff, a vocabulary and
methodology for designing in view of meanings but the
design has been completed by peoples adaptability
to attribute meaning from artefacts and interact with
them. Over time attributing meaning to an interface
requires less conscious effort and is becoming a more
deeply engrained ability.
In some critical circumstances the ease with which
technology allows us to perform is deliberately
impeded, some computer systems for example require
to re-confirm critical activities such as deleting files
or spending money during online transactions. Here
designers have purposefully made an operation more
complex then necessary in order to interrupt the flow
of activity with the aim to receive the users conscious
attention during performing their decision. From a
designerly perspective we have to ask ourselves where
it is necessary to hinder and interrupt a sequence of
activity to enforce a moment of conscious awareness
if not reflection? What could strategies in support of
conscious awareness and reflection look like? Where
are they useful and where are they not?
What follows are selected examples from different
disciplines that argue in favour of reflective mental
states and conscious awareness. Their strategies either
sustain or regain a mental state of conscious awareness
or they require conscious effort to perform a task. The
first applications coming to mind are cigarette lighters
with so called child resistant features. Their function
as a lighter is purposefully made difficult in order to
prevent children from being able to start a fire. The
designerly solutions for these lighters are manifold
and range from intricate covert mechanisms to rather
unsophisticated triggers that simply require the brute
dexterous force of an adults hand to be activated.
In 2006 computer scientist John Lenaric published
The antiusability manifesto [10] in which he argues
that usability was not always desirable for ethical
reasons. His rationale of ethics can be interpreted
as being located in two domains. On one hand it was
44
ethical to allow users a conscious awareness in regard

of choice and options. Lenaric writes To be automatic
undermines ones opportunity for reflective choice,
thus emphasising the act of individual reflection and
conscious control. The other domain is to encourage
to design for a change of behaviour. The way one is
compelled to use any device by virtue of its design can
modify the behaviour of a user for better or worse. They
can be either features or obstructions or both. For the
latter idea we can easily see an application in artefacts,
which display their consumption of energy, thus
alerting users to conscious economic behaviour and
sustainable conduct. Here the ethics can be interpreted
as encouraging a change of behaviour as a result of
increased transparency allowing reflective choice.
Shying away from automatic use may be an important
requirement in future applications to save energy or
resources. An elevator, for example, could recommend
using the stairs and voice the number of calories that
would be burned during this process.
Another approach was chosen by Lars Hallns and
Johan Redstrm in their text Slow technology:
Designing for reflection [11] published in 2001.
Although emerging out of a computer science context
their concept pertains to virtual as well as physical
artefacts. Their reasoning is that as technology was
increasingly extending beyond the workplace out into
peoples everyday lives, efficiency was not always a
necessary requirement. Their concept encourages
states of reflection and contemplation over efficiency
and performance by emphasising two factors: Slowness
and aesthetics. The slowness is necessary to consciously
reflect on a process, for example in a learning situation,
and the aesthetics of interaction, which emphasise
phases of transition. The authors point to architecture
and interior design as examples of disciplines with
more holistic views that take a whole environment into
account. At the heart of their enquiry appears to lie
an idealistic view of design that it should support the
quality of life.
Through the ubiquity of high quality screens in mobile
devices it is possible to see support for their claim for
aesthetics. Highly aesthetic transitions, visuals and finely
rendered typography are becoming standard eye candy
on ebooks and mobile applications. These may not be
comparable to qualities of the natural world but add an
emotional and pleasurable property to the interaction
with digital devices in their own right.
An architects strategy against adaptation is introduced

with Christopher Alexanders Zen View [12]
presented as pattern 134 in the text A Pattern
Language. Alexander writes: If there is a beautiful view,
dont spoil it by building huge windows that gape incessantly
at it. Instead, put the windows, which look onto the view at
places of transition- along paths, in hallways, in entry ways,
on stairs, between rooms. If the view window is correctly
placed, people will see a glimpse of the distant view as they
come up to the window or pass it: but the view is never
visible from the places where people stay.
The patterns title alludes to architectural features
recorded in monasteries. Often located in spectacular
geographical settings allowing highly aesthetic vistas
upon the landscape they often are architecturally inward
oriented and surrounded by high walls. This constrains
the perspective upon the surrounding environment
during many activities.
Alexanders method requires little effort from its users.
All thought and critical reflection has been put into
place by the designer in a top-down manner. It is based
upon the simple yet highly effective principle of limiting
exposure to an aesthetic experience. It is temporary
and ephemeral in nature and the combination that the
experience may be the unexpected result of a mundane
activity seem to contribute to the quality. As a result it
is possible to enjoy the experience over and over again.
This principle is also applied to artefacts that reveal
an unexpected aesthetic side in unexpected moments.
Examples would be software error messages in rhyme
form, a colourful fabric inside an otherwise very formal
jacket or the fine detail of sculptures on buildings that
cannot be seen from street level. Becoming aware of
the aesthetics and attention to detail in unexpected
moments creates such an experience of the Zen View.
The principle works by radically limiting exposure.
Media artist David Rokeby describes another method
that succeeds through enforcing the opposite, an overexposure:
I had an experience in art school []. One of my professors
told us one day that we would be looking out a window for
the whole three-hour class. I was incensed. Id been willing
to go along with most of the unusual activities these classes
had entailed, but I felt this was going too far. I stood at my
assigned window and glared out through the pane. I saw
cars, two buildings, a person on the street. Another person,
another car. This was stupid! For fifteen minutes I fumed,

and muttered to myself. Then I started to notice things.
The flow of traffic down the street was like a river, each
car seemingly drawn along by the next, connected. The
blinds in each of the windows of the facing building were
each a slightly different colour. The shadow of a maple tree
in the wind shifted shape like some giant amoeba. For the
remaining hours of the class I was electrified by the scene
outside. After fifteen minutes, the names had started
separating from the objects. [5]
The method experienced by Rokeby appears to be
related to Eastern spiritual thought and meditation such
as described in Zen mind, Beginners Mind [13] or
The Miracle of Mindfulness [14]. Both texts introduce
pragmatic methods to sustain states of conscious
reflective awareness. Rokebys method is based on
over-exposure and is time consuming. It allows to regain
a temporary outsiders perspective upon a well known
scenery and can possibly be also applied to interactive
scenarios.
The final examples emerged from a computer science
background and are by William Gaver, Steve Benford
and Jake Beaver. Their three ambiguities of design,
described in detail in their 2003 paper Ambiguity as
a Resource for Design, [15] appear as three broad
classes: Ambiguity of information, ambiguity of context
and ambiguity of relation. They regard ambiguity as
a rich resource for designers to encourage close
personal engagement with systems. In their paper
they analyse existing artefacts originating from art as
well as design and describe tactics for emphasising
ambiguity that may help to understand and craft its
use. They see the advantages of ambiguous artefacts
as experiential factors that make artefacts intriguing,
mysterious and delightful. By impelling people to
interpret situations for themselves, it encourages them
to start grappling conceptually with systems and their
contexts, and thus to establish deeper and more personal
relations with the meanings offered by those systems.
[15] Their rationale is also based upon the observation
that digital technologies are increasingly used beyond
the workplace in everyday life where efficiency and
usefulness are not primary concerns. They conclude:
Ambiguity of information impels people to question for
themselves the truth of a situation. Ambiguity of context can
question the discourses surrounding technological genres,
45
allowing people to expand, bridge, or reject them as we see

fit. Ambiguity of relation, finally, can lead people to consider
new beliefs and values, and ultimately their own attitudes. In
each of these cases, ambiguity frees users to react to designs
with scepticism or belief, appropriating systems into their
own lives through their interpretations. [15]
To an extent design is taking on methods traditionally
associated with the arts. Art often gains its power
through its ambiguity and openess to different
interpretations, while design mostly strives to be clear
and intuitive. While art asks questions, design provides
answers to clearly defined design problems.
2.2 Case study: Design semantics and ambiguity
of information in Webpresence
In 2008 I began research on Webpresence [16][17],
a project that indicated visits to the project website
through a physical display in the office space. It was
thought to add an experiential quality that would add a
sensual dimension to otherwise abstract asynchronous
website statistics. Three different displays were tested
with varying results. An LED as display provided an
unambiguous indication of a new visitor to the website
but quickly lost its quality to delight within hours
of installation. Additionally its semantic mapping of
a blinking light was perceived as too haphazard and
unrelated to the event of a visitor arriving. The second
display, a miniature vibration motor, reminded of a
doorbell. Semantically this was more appropriate yet
the resulting sound was perceived as too disruptive and
interfering with primary tasks at the workplace. The
most felicitous mapping consisted of a curtain actuated
by a silent fan. Semantically it evoked a visitor opening
the door and causing a draft which in return would
gently billow the curtain. Conceptually this approach
mapped the virtual location of the website onto the
physical location of the office, thus merging both
formerly disconnected spheres in a one-way connection.
Surprisingly this poetic display did not loose its appeal
over time. It avoided the effect of adapting to it through
exposure. Which properties of the display prevented
this effect?
As the motion of the curtain was perceived as very
natural and the fan was completely soundless, its
function as a display was ambiguous. It was necessary
to distinguish if it billowed as a result of a natural draft
or a draft caused by the fan. This required to reconfirm
46
its cause by a quick glance if someone had entered the

room. In these properties it resembled the ambiguity of
information described above. Gaver (et.al.) writes that
they require users to fill in the gaps in information that is
purposefully imprecise. When successful, such interfaces are
not only aesthetically attractive, but conceptually appealing
as well. [15] As a result it is almost impossible to adapt
to the billowing curtain indicating a new visitor to the
project website.
Discussion and conclusions

As this investigation has shown the relation between
perception, numbing, learning and the semantics of
artefacts can be seen as a dynamic and paradoxical
one. To numb, to learn and to adapt can be regarded
as related aspects for human ability to successfully
adjust to a continuously changing world. One way of
viewing the overly negative association with numbing,
is that we are very successful in learning and adapting to
change, to integrate one experience and thus be ready
for the next salient event.
The text introduced several design research examples
that can stimulate users conscious awareness and thus
may prevent numbing, among them: Opportunities
for reflective choice, opportunities for change of
behaviour through information and communication,
a combination of features and obstructions, slowness
and aesthetics, radically limited exposure while
performing primary activities, radical over-exposure
excluding any other activities, and finally three
ambiguities as design resources: informational ambiguity,
contextual ambiguity and relational ambiguity.
By expanding these strategies to involve users and
capture the ways of how people create meaning, this
could provide valuable contributions for a better
understanding of the semantic dimensions of artefacts.
This knowledge could again prove useful to inform the
semiotic model of design theory.
Additionally we need a better understanding of the
process of perception. This includes processing and
memory: How we process our environment and how
we remember experiences, as both are intrinsically
linked to how we create meaning. This knowledge could
be used to inform or analysis of own empirical data
gathering in combination with bottom-up iterations
of artifacts, created in participation with stakeholders
and their needs.
Nevertheless, the ease with which we become

accustomed to new artefacts may also have aesthetic
dimensions determined by designers, and, not restricted
to safety critical processes, these dimension may benefit
under certain conditions, from a conscious awareness
expressed through their design. The need for this could
be seen in the designerly dilemma of people overly
trusting technology against common sense, or frivolous
behaviour, which again may have an appropriate
design solution.
Perhaps it would be worth investigating some of the
strategies above, such as ambiguity, in devices that have
safety critical roles, as, for example, a cars accelero
meter, this would not render the device unreliable but
require regular confirmation of their accurate operation.
A state in which the perception of an artefact shifts
between ready-at-hand (zuhanden) and present-at-hand
(vorhanden) depending on the circumstances yet
without adding another layer of complexity.
Informing the critical empirical design explorations by
theory of the cognitive sciences could help to create
better design research methods, inform design theory
and may also benefit design education.
8 Mitchell, T (2008) Lecture online at http://www.ml.cmu.edu/

seminars/Mitchell_lecture.3.07.mov
9 W ired, July 13 2009, Girl Falls Into Manhole While
Texting, Parents Sue. Available at http://www.wired.com/
gadgetlab/2009/07/girl-falls-into-manhole-while-textingparents-sue/
10 Typen Walk available at http://www.type-n-walk.com/
11 Lenaric, J (2006). The antiusability manifesto. In Proceedings
of the 18th Australia conference on Computer-Human
Interaction: Design: Activities, Artefacts and Environment.
Sydney, Australia.
12 Hallns, L, Redstrm, J (2001). Slow technology - designing
for reflection. In Personal and Ubiquitous Computing
(2001), Springer-Verlag, London, 5:201-212.
13 A lexander, Ch (1977). A pattern language. Oxford University
Press, Pattern Nr: 134.
14 Suzuki, S (1970). Zen mind: Beginner's mind. New. York:
Weatherhill.
15 Hanh, Thich Nhat (1991). The miracle of mindfulness. Rider
books.
16 G aver, W, Beaver, J, Benford, S (2003). Ambiguity as a
resource for design. In Proceedings of CHI 2003, p. 233.
17 Hohl, M (2009). Calm Technologies 2.0: Visualising social
data as an experience in physical space. In PJIM Parsons
Journal For Information Mapping, Volume 1, Issue 3, July
References
1 K rippendorff, K. (2006). The semantic turn. A new
foundation for design, Taylor & Francis CRC Press, Boca
Raton, Florida, USA.
2 G rau, O (2003). Virtual art: From illusion to immersion. MIT
2009, available online at http://piim.newschool.edu/journal/

issues/2009/03/
18 Hohl, M (2009). Beyond the screen: visualizing visits to
a website as an experience in physical space. In Visual
Communication 2009 8: 273-284, SAGE Publishers.
Press, Boston, MA, USA.

3 Dourish, P (2002). Where the action Is: The foundations of
embodied interaction. MIT Press, Boston, MA.
4 Prodigy (1992), Video 4:23. Out of Space. Available at http://
www.youtube.com/watch?v=qriH-8yeqcE
5 Singer, W (2000). Erinnern, Wahrnehmen, Vergessen:
ber Nutzen und Vorteil der Hirnforschung fr die
Geschichtswissenschaft. Erffnungsvortrag des 43. Deutschen
Historikertags. Available at http://www.mpih-frankfurt.mpg.
de/global/Np/Pubs/Historikertag.pdf (translated by
the author)
6 Rokeby, D (1998). The construction of experience: Interface
as content. In Digital illusion: Entertaining the future with
Michael Hohl
University of
Huddersfield, UK,
high technology. Clark Dodsworth, Jr., (eds.) ACM Press,

published by Addison-Wesley Publishing Company.
7 Posting on message board The technium: So amazing, but
School of Art, Design
nobody is happy by evobrain, 2008. Available at http://www.
and Architecture
kk.org/thetechnium/archives/2009/02/so_amazing_but.php
47
Bram J.J. van der Vlist, Gerrit Niezen, Jun Hu, Loe M.G. Feijs
b.j.j.v.d.vlist @ tue.nl, g.niezen @ tue.nl, j.hu @ tue.nl, l.m.g.feijs @ tue.nl
Design semantics of connections

in a smart home environment
Abstract
1 Introduction
As the environments in which we live become more

intelligent through more computational power,
embedded sensors and network connections between
the devices that reside in the environmentthere is
a risk of leaving its users clueless about what is going
on. User interaction changes from interaction with a
single device into interaction with a larger system
an ecology of things. Physical things are becoming
mediators between the physical world and the digital,
invisible world that is inside and behind them. The work
we present in this article is part of ongoing academic
research on using explicit design semantics to convey
abstracted models of connections between devices
in a smart home environment. This enables users to
understand and construct meaningful mental models of
the smart environment and interact with it accordingly.
We illustrate our ndings by presenting a demonstrator
that gives users physical control over invisible, wireless
connections between devices in a home entertainment
scenario.
As computers are disappearing into smart environments,

like envisioned by the Ambient Intelligence paradigm
[1], novel human-computer interactions will be
needed to deal with the complexity of such hybrid
environments, merging the physical with the digital.
Ambient Intelligence envisions digital environments to
be sensitive, adaptive, and responsive to the presence
of people, and will change the way people will interact,
not only with the environment itself, but also with the
interactive multimedia through the environment [1].
Over a decade of research has lead to several
interesting interaction paradigms such as tangible
interaction, augmented reality and mixed reality.
Already in 1997, Ullmer and Ishii [2] introduced their
vision on a new interaction paradigm for Ubiquitous
Computing. By providing physical handles for digital
information, users can use the senses and skills that
people developed during millennia of interacting with
physical objects [2].
Other related work presents solutions for simplifying
conguration tasks of in-home networks by creating
virtual wires between physical objects like memory
cards [3] that can interconnect devices. Others propose
to introduce tags, tokens and containers [4, 5] for
tangible information exchange. Concepts like pick-anddrop [6] and select-and-point [7] are used to manage
connections and data exchange between computers and
networked devices, and augmented reality solutions
Keywords
Product Semantics, User Interaction, Smart Home,
Interaction Design
48
are considered [8]. The introduction of near eld

communication, using a near eld channel like radiofrequency identication or infrared communication,
allows for direct manipulation of wireless network
connections by means of proximal interactions [9].
Related work is not limited to the network
conguration tasks themselves. Visual metaphors to
show the progress of making short distance wireless
connections, such as Bluetooth pairing, and the
affordances and aesthetics of making connections by
physical contact between devices are investigated in [10].
What sets the work presented in this article apart
from many of the earlier Tangible User Interface
concepts is our focus on connections. Instead of giving
digital information physical containers/representations
as done in many tangible user interfaces, we allow
for exploration and manipulation of the connections
carrying digital information (pipelines instead
of buckets). We see these connections as both
real physical connections (e.g. wired or wireless
connections that exist in the real world) and mental
conceptual connections that seem to be there from a
users perspective, and their context (what things they
connect) is pivotal for their meaning. We aim to enable
users to explore and make congurations on a high
semantic level without bothering them with low-level
details. We believe this can be achieved by making use
of Semantic Web technologies and ontologies in an
interoperability platform as proposed by the SOFIA
project (http://www.soa-project.eu/). Such a platform
could be used to support semantic interaction in a
smart home environment [11].
For users to truly benet from smart environments
it is necessary that users are able to make sense of
such an environment. One way of facilitating this
sense making is through design. Things make sense
to users in different ways, by use and functioning, by
appearing in language and human communication and
social use [12]. If we look at meaning from an Internet
of Things point-of-view, physical connections between
artefacts, and conceptual and metaphorical connections
play an important role. Artefacts can be physically
connected by wired or wireless communication,
but people also tend to group artefacts that are not
physically connected together by nding resemblances
in their meaning. In smart environments with many
interconnected and interoperable objectshiding
their physical connectionsthese conceptual and
metaphorical connections become even more valuable,

and maybe even crucial for the understanding of a smart
environment. Without this understanding there is the
risk of engendering a mismatch between the systems
model of interaction and the users mental model of
the system. In these conditions, using explicit design
semantics can be used to help users to construct helpful
mental models, in order to minimize system and user
model mismatches.
Our research is centered around developing
visualization and interaction techniques for semantic
connections/interactions, to support information
presentation and to increase information and service
awareness. Additionally, focus will be on user
conceptual models, and developing ways to represent
the conguration of, and information exchanged within
a smart home environment. It is key is to make proper
abstractions of the network conguration, information
exchange and available services, helping users to
construct helpful mental models to understand a smart
environment. When having a proper understanding of
the smart environment and an increased awareness
and manageability of available services, we envision a
better user experience and a higher user acceptance.
Design theory like product semantics is utilized to nd
handles for these new interactions [12, 13], and will be
used to design meaningful objects and interactions. This
will enable users to interact with a smart environment,
through interaction with interactive objects.
2 Product semantics
Product semantics is a theory about how products
acquire meaning. Product semantics was dened by
Krippendorff and Butter in [14] as being both:
A systematic inquiry in how people attribute meanings
to artefacts and interact with them accordingly.
and
A vocabulary and methodology for designing artefacts in
view of the meanings they could acquire for their users and
the communities of their stakeholders.
Product semantics shares many concepts with semiotics,
the theory of signs [15]. Within the context of smart
environments, an increasing amount of automation
and increasing interconnectedness will have a negative
impact on the meaningfulness of products. Of course,
our understanding of products, and the way they
acquire meaning, will also change. Nevertheless, in the
envisioned smart environments, we need to provide
49
users with handles and clues to make them understand what is happening and allow them to be and
feel in control.
The origin of many of the problems that arise lies
in the difference in nature of, or more precisely in
the incompatibility of the physical world we live in,
and the invisible world within our products. In order
to understand products and systems, we develop a
conceptual model of how we believe things work and
how they should be used. These User Conceptual
Models (UCMs) as dened in [12] are usually an
approximation or simplication of reality. This means
that these models are often incomplete and different
from reality, but as long as they work for the users
they do not need to be true. As long as the underlying
mechanisms of the working of products are simple and
reside in the physical world, they have a bigger chance
to be understood and to make sense, and thus have
meaning to their users.
Traditionally, product semantics is mainly concerned
with physical objects. But meaning arises at different
levels. In order to design for sense making, we need
to look for references and resemblances between the
new and known concepts. We distinguish between rst
usage (ratio facilis) and second usage (ratio difficilis) [16].
If we want to understand the semantics of the desktop
computer, as it exists nowadays, we need to look back
to the context in which it was originally introduced.
Computers needed instructions; in the time of the rst
personal computers instructions to them were given
by text input. That is why keyboards are so close to
typewriters. To be able to output something we gave
them a possibility to write back; having a display, as we
knew it from early TVs seemed logical. But also in the
interaction with computers, the desktop metaphor was
introduced, and our hand to physically move things
on our digital desktop was represented by the pointer
of a computer mouse, the digital extension of our hand.
Metaphorical connections are strong and welcome if we
need to shape new, unknown concepts. But there might
be different and better ways of making sense (p. 5 of [17]):
The essence of a metaphor is understanding and
experiencing one kind of thing in terms of another.
If we have a look at the innovation smart
environments promise, the step forward would
be improved interoperability and the added value
this interconnectedness and information exchange
offers. Important to note is that this added value is
50
an addition to the existing, basic functionality of the

devices. An example of this can be found in [18], where
interoperability between existing applications (exercise
monitor, computer game, phone and media player)
enables a scenario where a game called SuperTux would
award extra lives for exercising (using an exercise
monitor), a mood renderer embedded in a media player
would play music depending on the games state, and
the game and media player would react accordingly
if the person received a call. Additionally, connecting
smart devices to one another makes it possible to
support high-level services that would usually involve
multiple steps on multiple devices. From a users point
of view, streaming music from a mobile device to a
home entertainment system is a single high-level task.
In practice there are multiple steps involved, and if
the devices involved are from different manufacturers,
the user needs to learn the operational details of each
device interface in order to perform the task.
But how will these additional, high-level services make
themselves known to their (prospective) users? How
will users discover the newly enabled functionality
and how will they decide what they want, but most
important, what they do not want? In order to make
sense of the added functionality and new services the
smart space brings the users, they should be able to
manage it. And in order to manage it, they should be
able to, to a certain degree, understand it. For example:
in order to use a vacuum cleaner one should know
how to use it and understand that the power cord
needs to be connected to a working power socket for
it to function. One does not need to understand how
an electromotor works; neither does one need to
understand the physics of electricity.
We can nd meaning in different layers. We can nd
meaning in the appearance of a product, informing us
about the function of the product. But there is also
meaning in the appearance of artefacts in language (e.g.
vacuum cleaner; meaning something that cleans using a
vacuum, or suction). This type of meaning has its roots
in conventions and metaphors, and can be analyzed
with the study of semiotics. At interaction level we
nd another level of semantics; concepts like feedback,
feedforward and ecological perception (affordance) [19]
play an important role here. Affordance is the property
of an object that appeals to our sensory-motor skills,
like a doorhandle that affords to be grabbed and a
chair that affords to be sit on. When the insights of
normal usage, as it is not of your concern when using

it to clean. Now, how can we use this semantic design
knowledge in order to design meaningful interfaces
for smart environments? Or how do we reveal new
possibilities in a meaningful way, when a new smart
device enters a smart space?
3 Design case
Fig. 1. The demonstrator in action

Additionally, it keeps the interaction simple and information
load for the users limited and therefore might allow for
a more aesthetic and pleasing interaction. A video of the
demonstrator in a simple home entertainment scenario is
available at http://www.youtube.com/watch?v=vdZcjqfq8RQ.
ecological perception were introduced into design, it

fueled the design community to try and solve many
usability problems. It was also adopted as a key element
for what was called a direct approach. In this view, the
meaning of things is created in action and feedforward
and inherent feedback are considered key in making
the abstract concepts in consumer products accessible
to users [20]. But we can also discriminate between
different physical layers of meaning. The appearance of a
vacuum cleaner itself informs us about its usage: wheels
to make it mobile, a hose and a telescopic tube with an
ending that seems suitable for moving it over the oors
surface while standing upright. But when we open it to
replace the dust-bag, there are physical clues about how
it ts in there. However, these clues are hidden during
To illustrate the above-mentioned concepts and ideas,

we developed a demonstrator. This interaction tile
(gure 1), inspired by Kalanithi and Merrills Siftables
[21], was designed to explore the connections and
connection possibilities and enable direct manipulation
by making simple spatial arrangements. The interaction
tile visualises the various connections by enabling
users to explore which objects are connected to one
another and what can be connected to what. Coloured
lighting and light dynamics visualize the connections and
connection possibilities between the various devices.
This is done by means of putting devices, or for nonmobile devices their representations, close to one of
the four sides of the tile. A user can check whether
there is a connection and if not, whether a connection
is possible. By simply picking up the tile and shaking it,
a user can make or break the connection between the
devices present at the interaction tile. The design of the
demonstrator allows for an on-demand visualisation
and manipulation of the connections. When there are
many connections in a smart home this is especially
desirable, since users will only be dealing with the
connections that matter to them at that moment.
We also expect that the rather active approach in
exploring the connections might help to explore the
smart spaceand build a mental model of itstep
by step.
3.1 The scenario
Mark is relaxing at home when his friend Dries arrives.
Dries comes with a portable music player loaded with
his favourite songs. He wants to play some of his recent
collections for Mark. Marks home is equipped with a
sophisticated surround sound system. They decide to
enjoy the music from the music player on the sound
system. Mark uses his Interaction Tile to see if he can
connect Driess music player to the sound system, which
is connected to the home network. The interaction tile
indicates that a connection is possible and Mark picks
up the tile and shakes it to make the connection.
51
All the smart devices in the home have a cube-like

representation that can be used with the interaction
tile. The interaction tile shows the connection
possibilities with a high level of semantic abstraction,
hiding the complexity of the wired or wireless
networks. By interacting with the objects, semantic
connections can be built, redirected, cut or bypassed.
Dries starts streaming his music to the environment.
Now the room is full with Driess music and they both
enjoy listening to it. Recently Mark has installed an
ambient lighting system that can be connected to the
sound system and renders the mood of the music by
dynamic colour lighting in the room. Mark uses the
objects again to create another connection and now
the room is lled with Driess music and colourful
lighting effects.
Marks roommate Soa comes back from work and
decides she wants to watch a movie on the TV. She
seems somewhat annoyed by the loud music. Mark and
Dries do not want to bother her and they again use
the objects to re-arrange the music stream. Now the
music is streamed to Marks portable music player while
also playing back at Driess. It is also connected to the
ambient lighting system directly, bypassing the sound
system. They both are enjoying the same music using
their own favourite earphones (and the colourful lighting
effects), but without loud music in the environment.
Now Soa can enjoy her movie without any disturbing
music.
From this scenario one can see that there are multiple
ways and different levels of interacting with the smart
devices in the environment. There are high-level
semantic interactions with the interaction tile (explore/
make/break connections) and also lower-level interactions
with the music player (play/pause/stop music).
3.2 Design semantics
The design semantics of the demonstrator are simple
and straightforward. The tile-shape shows clear clues
about orientation, e.g. what side should be placed
up. The four sides clearly show four possibilities for
placing objects near the tile; the size of each side
restricts the number of objects one can place close
to the tile. When an object is placed next to the tile,
the lights give immediate feedback when the object
is recognized (gure 2c). When multiple objects are
placed near the interaction tile, it will immediately show
the connection possibilities (feed forward) by lighting
52
(a)
(b)
(c)
(d)
(e)
Fig. 2. Meanings of lighting colour and dynamics: (a) Green solid

light means the devices present are connected; (b) Green,
pulsing light means the devices are currently not connected,
but can be connected; (c) Red solid light means device
recognised, a second device is necessary to show connections
or connection possibilities; (d) Red solid light means the
devices are recognised, but no connections or connection
possibilities exist; (e) Shows the possibility to use multiple
interaction tiles to look into connections in a more detailed
manner, however both (a) and (e) have the same meaning.
colour and dynamics. The lights colour coding is simple

and straightforward. Red colour means no connection
and no connection possibility (gure 2d); green colour
means there is an existing connection between the
devices present (gure 2a/e) and green pulsing means
that a connection is possible (gure 2b). To indicate
that the interaction tile did sense the rst object a
user places near, it shows a red colour at the side
the object was detected (gure 2c). Placing a second,
third and fourth object, the interaction tile shows
the lighting effect corresponding to their connection
capabilities. By simply picking up the tile, and shaking
it, the user can make or break the connection between
the devices present at the interaction tile. The result of
this action depends on the connections current state,
and the devices present; if the tile shows a connection
possibility, the action will result in a connection event.
Surround Sound System

speakers connected to notebook PC
Music Player
Nokia N 95
Notebook PC
acting as a server
Music Player
Nokia 5800 XpressMusic
Interaction Tile
Arduino-based / RFID
Fig. 3. An overview of the demonstrator
The same action performed when the tile shows

an existing connection will break the connection.
Although the expressiveness of the current
demonstrator is limited because of its neutral shape
and the use of single, multi colour Led lights, we see
opportunities for further development.
We aim to enable users to explore and manipulate the
connections within the smart space without having
to bother with the lower-level complexity of the
architecture. We envision this user view to be a
simplied view (model) of the actual architecture of the
smart space. Conceptually, the connections are carriers
of information; in this case they carry music. Depending
on the devices capabilities (e.g. audio/video input and/
or output) and their compatibility (input to output, but
no output to output), the interaction tile will show the
connection possibilities. In our current demonstrator
we do not distinguish between different types of data
since we are only dealing with audio, but it will be
inevitable in more complex scenarios.
We rely on the symbolic meaning of colour, green
colour meaning, proceed and red meaning the
opposite. Using the association of solid colour and
Ambient Lighting System

Arduino-based
pulsing colour with solid and dashed lines we aim

at referring to the existence of something and the
possibility of something. This something is a connection,
being invisible but with noticeable results (the sound
of music out of a loudspeaker that you just connected
to your MP3 player). We rely on iconic representation
for the cube-like objects representing a stationary
non-mobile device and on meaning resulting from
direct manipulation of these objects we just described,
representing other objects. People seem to be able to
work with all these different (in fact rather complex)
relationships at the same time, and our expectation is
that we need the richness of all these mechanisms to
successfully interact with our complex environments
and the envisioned smart environments of the future.
3.3 Realization
The interaction tile acts as an independent entity,
connected to the home-network. Figure 3 shows the
system architecture of the current setup.
The interaction tile consists of the following components:
- Arduino board;
- RFID reader (MiFare);
- multi-colour Leds;
- accelerometer;
- vibration motor;
- piezoelectric speaker;
- magnetic switches.
53
The demonstrator consists of the following devices:

- media players (Nokia N95 and 5800 XpressMusic
smart phones);
- ambient lighting system (Bluetooth based);
- sound system (speaker-set connected to notebook PC);
- notebook PC;
- interaction tile.
4 Discussion
With the design presented in this article we made the
invisible wireless connections visible. We also took it a
step further by enabling users to physically explore and
manipulate the connections. With this demonstrator
we are exploring intuitive and appropriate ways to
interact with the hidden digital world by enabling users
to explore and control connections between devices.
The current demonstrator helps us in dening more
specic research questions and identifying key issues
in using product semantics theory, to design for
bridging the digital with the physical. Although simple,
this demonstrator does show that making high-level
semantic abstractions of normally low-level tasks has
the potential to allow for semantic interaction in homenetwork conguration tasks.
Building this demonstrator also identied possibilities for
improvements and extensions. As previously discussed,
it currently does not distinguish between different types
of information exchanged, nor does it show directional
properties of the connections. By replacing the single
Led lights with Led arrays we could show the dynamics
of information ow. Using additional colour coding could
show different types of connections (e.g. audio/video/
text), or it could have separated modes of operation,
where it only shows one type of connection at a time.
Although currently all devices are represented by cubes,
due to technological constraints, the cubes representing
the mobile devices could easily be replaced with actual
devices in future versions. When networking complexities
increase and the connections among more than four
devices should be explored/manipulated, multiple
interaction tiles can easily be combined. Besides these
observations, the demonstrator shows that even the
slightest and simple ways of giving feedback (lighting
colour and dynamics) can reveal meaningful information.
To what extent users can extract meaningful information
from the interactions with the smart space, and how
they can use it to build a suitable mental model for
understanding, is currently being evaluated.
54
Adding constraints, as in limiting functionality, or not

using the full technological potential, is not necessarily
a bad thing. These constraints are essentially guides
and handles for users to understand what is possible
and what is not, or what should be done in alternative
ways. An example can be found in our implementation.
When there are more than two devices present at the
tile, indirect connections are also shown; in fact there
is no difference in the visualisation between direct and
indirect connections (as explained in gure 2a/e). To
explore these connections in more detail, one has to
explore and change the conguration to see how things
are connected. It is a constant trade-off between the
richness of complexity vs. simplicity.
Recent work [21] shows the ongoing pursuit of making
digital information and content physical, to allow for
a natural way of accessing and controlling such data.
Bridging the digital and physical has been a topic of
research for over a decade. Although there is rich
potential in tangible interaction concepts, shortcomings
and tradeoffs are inevitable. One problem that emerges
is the trade-off between generic versus task-specic.
When introducing physical objects to represent digital
data, we need many physical objects that will have a
more or less xed physical shape. Very expressive
physical objects will inherently have a very specic use.
While very generic oneslike many objects featuring
graphical displays and buttonsare not very expressive,
and appeal less to our perceptual motor skills.
Another disadvantage of tangible computing is the
introduction of many new physical objects into the
environment. Leaving information in the digital world
has advantageswe do not always want to have physical
representations of all the information that we generate
in the virtual world, which would mean overcrowding
the physical space. A relatively unexplored approach
is to use the existing physical (electronic) objects and
devices in our interaction with the virtual world, going
beyond using their (touch) screen and or buttons to
interact with the information world. We propose to
use the physicality of the objects e.g. their context,
position and our usage of these object to generate
new interaction concepts. We also expect that the
physicality of the objects themselves and the context
in which they are used, are the main providers of
meaning. The connection created between a MP3 player
and a stereo set has a meaning in itself, because of the
resemblances in meaning of the two devices (being able
to play music). Putting a photo camera close to a smart

phone could mean the user would like to exchange
all, or maybe the most recent image between the two
devices. It is our challenge to not only make it happen
technically, but to enable users to express their desires
in a meaningful way.
Acknowledgments
SOFIA is funded by the European Artemis programme
under the subprogramme SP3 Smart environments and
scalable digital service.
References
5 Future work
This research is to be considered a work-in-progress.
We will continue to develop research prototypes to
investigate new interaction mechanisms. We have
developed a more robust version of the interaction tile
and an alternative variation, which are currently being
evaluated in a user experiment.
Furthermore we will need to identify whether this way
of interaction can be generalized and applied in different
contexts in the home. Further research will attempt
to answer questions like: How do we handle increased
complexity? How should information about the
information/content that is exchanged be revealed and
how is control over the content provided? How can the
design of physical objects (appearance and behaviour)
enhance the creation of suitable mental models in users?
Where smart systems or environments try to predict
what the user is trying to accomplish, by being adaptive
and anticipatory, we need to identify ways to give the
users appropriate means to express themselves.
The possibilities, available services and information
that exist in the smart environment need to be
communicated in a meaningful way. Only if this is done
correctly will users be able to build helpful mental
models of the functionality the environment has to
offer, set goals and make plans on how to act.
By developing novel and meaningful interaction devices,
the user can then perform the necessary actions and
the system can in turn try to understand the users goals
and make the match to its internal models. We see a
vital role here for the theory of product semantics, the
study of how artefacts acquire their meaning and use its
theories to dene common concepts and semantics.
We are currently also working on making the
match from the other sidethe side of the smart
environment. By using technologies originating from the
Semantic Web vision and ontologies, to dene common
concepts and relations, we might be able to make a
better match between systems internal models of
interaction and the users mental model.
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21 M errill, D., Kalanithi, J., & Maes, P. (2007). Siftables: towards
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interaction (pp. 7578). Baton Rouge, Louisiana: ACM.
Bram J.J. van
der Vlist,
Gerrit Niezen
Jun Hu,
Loe M.G. Feijs
University of
Technology,
Department of
Industrial Design,
Eindhoven,
the Netherlands
56
Loe Feijs, Geert Langereis, Geert van Boxtel

l.m.g.feijs @ tue.nl, g.r.langereis @ tue.nl, g.j.m.v.boxtel @ uvt.nl
Designing for heart rate

and breathing movements
Abstract
In this article we summarize a number of facts and
design challenges related to the movements of our
heart and how it interacts with breathing and stress.
We take a design perspective, being interested in
creating bio-feedback systems which empower their
users in matters of health and coping with stress. Taking
a design perspective also means trying to understand
the working of the full loop which includes both the
user and the bio-feedback device(s). The form-giving of
the feedback to the user is an important design issue,
which is still largely unexplored. We show some of our
explorations, including a new representation called
circle maps, based on Poincar plots. Their usage for
real-time feedback is new to the best of our knowledge.
Keywords
Feedback Design, Bio-Feedback, Heart Rate, Variability,
Stress, Autonomic Nervous System, Visualization,
Experience Design
1 Introduction
In the context of design and movement, some of the
most interesting and vital movements are generated
by the dynamic systems inside ourselves. In this article
we contribute to exploring the design space of making
some of these movements accessible to our conscious
mind in ways which are beneficial to the user him or
herself. In an earlier work we gave an overview of the
entire field of bio-feedback from a gaming perspective [1].

Now we look closer to one of the design aspects, namely
presentation and form-giving of feedback to the user.
The paradigm of bio-feedback emerges in the domains
of relaxation, gaming, psychotherapy, and diagnosis.
Whereas the relaxation and gaming applications are
designed with attention for the aesthetics of the inter
action, applications of psychotherapy and diagnosis are
driven by medical needs and technical opportunities.
It is interesting from a semantic point of view that
bio-signals have meanings which are not so obvious
(for example, high heart rate variability means
relaxation). Moreover, any designed representation
may carry additional messages.
Important benefits of perceived stress reduction, selfawareness and self-control are in essence experiential
(although formal experiments can turn them objective
again). Nevertheless, for the present work, which we
like to report to the DeSForM community, we try to
make use of understandings gained through medical
science, engineering and design exploration to create
beneficial experiences. The article is structured as
follows. Section 2 is about the heart: we explain what
heart rate variability is and why it matters. Section
3 is about breathing and its interaction with heart
rate. Sections 4 and 5 chart the design opportunities
and challenges. Sections 6 and 7 report on our own
explorations. Finally Section 8 looks ahead.
57
Fig. 1. Schematic diagram of the

heart and its role in blood flow. The
balloon at the right is a symbolic
representation for the elastic buffer
capacity of the big arterial vessels.
The two atriums contract first,
followed by the ventricles.
Fig. 2. Schematic diagram of the heart

and some of the most important
hormonal and nervous signals affecting
the rate, force and velocity of the
contractions [3]. The notation rate++
means that the rate goes up whereas
rate-- denotes a signal which causes
the heart rate to decrease. Both the
sympaticus and the parasympaticus
belong to the autonomic nervous
system. The dotted line stands for the
hormonal signals, notably adrenaline.
2 How the heart beat is regulated

The heart is one of our main vital organs. It is associated
with the emotional aspects of life, because the heart
needs to adapt continuously to all kinds of changes in
the environment. An important function is to pump the
blood through the body, as shown in Fig. 1.
The heart works as an autonomic oscillator. In other
words, there is no such thing as a command contract
now coming from the brain to the heart. But the
autonomic nervous system controls the activity of
the heart indirectly through a number of pathways,
as sketched in Fig. 2.
Next to hormones, such as adrenalin (epinephrine),
there are two nerve-based pathways. The first is the
sympathetic branch of the autonomic nervous system
(sympaticus), which has the effect of increasing heart
rate and force of the heart beats. The second is the
parasympathetic branch of the autonomic nervous
system (parasympaticus), which acts as a kind of brake.
Normally both branches are active simultaneously and
form an equilibrium (which is okay, unlike driving a car,
58
where it is a bad idea to apply the gas throttle and the

brake simultaneously).
These pathways are part of a feedback control system,
the main function of which is to adjust the blood flow to
the needs and the anticipated needs of the body while
keeping the blood pressure within safe limits. In the field
of physiology this concept is known as homeostasis:
keeping physiological systems constant, or at least
within bounds. Examples of important physiological
systems that are kept constant are body temperature
(37 C), salt level (0.9% NaCl), sugar level (0.1%
glucose), and blood volume (5-6 liters). The body has an
extensive networks of sensors and effectors to maintain
homeostasis.
The main feedback control loop for heart rate is
summarized in Fig. 3. If the sensors indicate that the
blood pressure is becoming too high, the heart slows
down (baroreflex). At the same time, flow is helped by
variable-width veins opening up. If the sensors indicate
that the blood pressure is becoming too low, the heart
rate increases and the heart beats with more force. At
the same time, the variable-width veins close somewhat,
thus restricting the blood flow.
Fig. 3. Schematic diagram of the

heart rate control loop. The pump is
symbolic for the heart, the balloon
for the elastic buffer capacity of the
big arterial vessels, and the radiator
for the variable-width veins that can
be controlled to either pass or resist
blood flow.
The heart rate control loop keeps the blood pressure

within safe limits, in the same way in which a thermostat
regulates the temperature in a room. If the room is too
hot, the heating is switched off, and perhaps cooling
is added. If the room is too cold, the heating goes on.
What traditionally makes feedback control design
challenging is the dynamics of the systems behavior.
It makes no sense just to study the thermostat or
the heater, nor does it make sense to have more and
more accurate measurements of the room. It is their
interaction in a system which determines whether the
temperature will converge to a set point (and if so,
how slow or how fast, and with how much overshoot),
or whether the system will enter into an oscillation.
The best-known oscillation caused by feedback is the
sound when a microphone is in front of the loudspeaker
connected to the same amplifier. But oscillations also
occur in economies where producers and consumers
react to markets in combination with delays and storage
capacities. The system of Fig. 3 is such a feedback
loop. Indeed, there are delays (for example the slow
neurotransmitters of the sympaticus) and storage
capacities (the elastic buffer capacity of the big arterial
vessels). In practice, the heart rate is not completely
stable (not even when the person is at rest), nor does
it enter an unbounded oscillation.
The variation of heart rate is known as HRV (Heart
Rate Variability). A non-zero HRV is a sign that the
feedback loop is working. The statistics and the
frequency components of HRV are studied intensively
in the context of stress measurement. For certain types
of patients, low HRV can be correlated with certain
heart- and blood-vessel related disorders. The literature
on HRV is huge, and the number of measures to indicate
the degree of HRV is huge, if not bewildering. There are
tools such as Kubios to calculate a wide variety of
HRV measures [2].
An interesting phenomenon in the dynamics of HRV

is that the system tends to have an eigen-frequency
near 0.1 cycles per second. The precise value differs
somewhat from person to person.
Another interesting phenomenon is that under
conditions of stress, the HRV tends to be lower than
under normal conditions when the person is relaxed.
This can be explained by the fact that under stress the
parasympatic brake function is so diminished, that it is
not regulating anymore (note that this is the regulator
with the fast neurotransmitters responsible for most of
the fast dynamics). The mechanisms are by now fairly
well understood, see for example DeBoer [3].
3 Breathing
Breathing is interesting because it can be done
voluntarily, but if no attention is paid to it, an autonomic
regulation will take over. Since ancient times, breathing
has been studied and was used to develop methods
and therapies empowering their users in matters of
health and coping with stress. Without any claim of
completeness we mention pranayama yoga, npnasati
meditation [4], and autogenic training [5].
Breathing influences the heart rate; an effect is called
RSA (respiratory sinus arrhythmia). The medical
term respiratory sinus arrhythmia sounds perhaps
like a disease, but actually it is not, on the contrary,
it is a sign of working feedback (homeostatis). When
breathing in, the heart rate goes up, when breathing
out, it goes down. Functionally, this link has ecological
validity in that sympathetically controlled situations
of activation (fight/flight) are associated with high
heart rate AND breathing levels, whereas situations
of parasympathetically controlled relaxation and
vegetation are associated with low levels of heart rate
AND breathing levels.
59
RSA can be deployed in a special breathing exercise

called resonant breathing. It is based on the abovementioned phenomenon in the dynamics of HRV that
the heart control system resonates at a frequency
near 0.1 cycles per second (the precise value differs
somewhat from person to person). This is illustrated by
the plot of an experiment done in our own bio-feedback
laboratory, see Fig. 4. The user of our sensor was asked
to breath in a rhythm with a predetermined breathing
frequency. Since the breath modulates the heart beat
(RSA), the HRV tends to be highest when breathing at
the persons eigen-frequency. For this person it was 0.1
Hertz, indeed.
Fig. 4. Heart Rate Variability measured for various Cycle

Duration times during 120 seconds for a healthy 36 year old
male. Heart Rate Variability is given as the RR Triangular Index
as calculated by Kubios. Cycle Duration is in seconds and was
provided as feed-forward to the subject through the EZ-Air
signals (electro-cardigram) or PPG signals (photo

plethysmography). HRV feedback has been reported to
be helpful or probably helpful in a number of medical
conditions, including asthma, fibromyalgia, depression
and post-traumatic stress disorder [6, 7, 8, 9]. The
development of the sensors is full of technical problems,
but gradually they are becoming cheaper, smaller, more
reliable, less obtrusive and more comfortable. We do
not address the associated design issues here; it suffices
to mention that in our lab and design studio we work
with ECG (either adhesive or textile electrodes) and
PPG (either at the ear lobe or at a finger).
Without claim for completeness, we give a short list
of existing designs, which are commercially available
devices and sensor/software combinations.
Stress-eraser, a portable device, entirely based on
pure HRV feedback, and bar-chart feedback on a small
screen. The sensor is of the PPG type for one finger.
Em wave, using a sensor to be connected to a regular
PC and entirely based on HRV, usually taken with a
PPG sensor. It offers a variety of graphical and chartbased feedback methods.
Mind-surfer, using EEG signals with either graphical
or audio feedback. To be used with traditional
sensor head caps (we designed a special user-friendly
alternative cap [10] but the design is not commercially
available yet). The software runs on a regular PC.
Journey to the Wild Divine is based on both HRV
and GSR. It comes with special sensors with one
PPG finger clip and two GSR clips. The software runs
on a regular PC and includes beautiful scenery, Zen
gardens, etc.
paced breathing program of BFE (Bio-Feedback Europe). The

line is a 2nd order polygonal trend.
4 Design opportunities
It is possible to display HRV in some representation
and provide this information to the user who may use
it to train and gradually gain some voluntary control
over his or her own HRV and possibly also his/her
degree of relaxation. Usually this involves the usage of
some special sensors, and a display which can be visual,
auditory or even based on 3D movement. It can be
combined with feed-forward and the measurement of
other bodily signals such as EMG (electro-myogram),
EEG (electro-encephalogram) or GSR (Galvanic
skin conductivity). HRV can be derived from ECG
60
As a measure for HRV, most of these programs use

the LF/HF ratio. [11] In this ratio, LF refers to the
Low Frequency band around the 0.1 cycles per second
as mentioned in section 3. This band is driven by both
the parasympathetic and sympathetic loops of Fig. 2
and reflects the baroreceptor activity as mentioned
in section 2. The High Frequency HF band is driven
by respiration and appears to derive mainly from
the parasympathetic loop from Fig. 2. This band is
defined by variations between 0.04 and 0.15 cycles per
second. So, the LF/HF ratio is a normalized merit in the
frequency domain.
The design opportunities break down into the choice
for an effective merit (in the time domain, frequency
domain or other), and the representation method. In

the remainder of this paper we focus on these two
aspects for HRV-based bio-feedback.
5 Feedback loop design challenges

Several fundamental questions concerning the feedback
arise. A question already explored by Djajadiningrat [12]
is whether the feedback display should be in the users
center of attention, or perhaps more in the background.
The Mirror of Emotion, as used in their study, puts
them in the background; it is more a kind of warning
system than a training tool that should be in the center
of attention. In contrast, most devices designed for
training purposes, assume that the user will focus on
the feedback.
The designers of the Wild Divine clearly assumed that
it would helpful for the sounds and the images to be
beautiful and give associations with Eastern meditation
techniques, Zen gardens, etc. Whether this is helpful
indeed is still to be investigated. In theory, the images
and sounds could be distracting from the task at hand.
In fact, the notion of task-at-hand in itself is
questionable too. There is a kind of paradoxical
situation which arises whenever a relaxation or
meditation goal is approached as a serious task to be
fulfilled effectively and efficiently. When trying too hard,
the task to relax becomes even harder or impossible.
Another open question is the role of narrative.
Going further, let us assume that the task at hand is
relaxation. Then it is not obvious what that means:
mental relaxation? Physical relaxation? High HRV?
Fortunately there is a lot of evidence that mental
relaxation and physical relaxation are not independent.
For example, in PMR (progressive muscle relaxation)
as developed by Jacobson the method is based on the
idea that muscle relaxation can only occur when there
is mental relaxation and therefore it makes sense to
train muscle relaxation when the goal is also mental
relaxation. Despite the vast literature on HRV it is hard
to find how long one should train to get effects reliably.
Another design dilemma is about the reward scheme.
Does it make sense to offer rewards, bonuses etc. for
successful training (increased HRV, for example), or is
it better to rely on intrinsic motivation and intrinsic
reward? Also the internal nervous pathways of the
training are not clear: is it possible to get control
over HRV directly, or does one get control over other
correlates or causes of stress and is an increased HRV
a consequence of that? Yet another alternative is that

one just explores and trains breathing patterns which
are effective to increase HRV.
Last but not least, a very important design question is
how to give the measured information back to the user.
This is the question we shall focus on in the remainder
of this paper. It is useful to distinguish two layers of
design for the feedback.

Surface level design: choice between sound, visual, 3D
movement, or tactile feedback. What colors to use,
which forms, which narrative elements, and so on.
Structural design. Which information is coded in
the representation and what is the timing of that
information in relation to the mental and bodily
processes in the feedback loop.
5.1 Surface level design
Regarding the surface level design, the Journey to the
Wild Divine has made a specific choice, assuming that
beautiful scenery and sounds will be helpful. Indeed, it
is well possible, even plausible, that this beauty and the
associations that come with the scenery and the sounds
induce relaxation, even without bio-feedback. Also in
the Mirror of Emotions by Djajadiningrat [12] the mirror
had to be a beautifully design sphere with esthetically
pleasing patterns.
Fig. 5. Scenery from the Journey to the Wild Divine. The design
is rich, full of narrative elements and aesthetically pleasing.
In the design of the StressEraser, the choice seems

more pragmatic and minimalistic. The device is portable,
mono-functional and hence avoids the unrest which
normally comes with PCs. The StressEraser has a barchart display, as shown in Fig. 6.
61
Fig. 6. StressEraser. The design is minimalistic, sober and
Fig. 7. Task inside the Wild Divine. Help the feather float up
resembles a laboratory instrument.
to the top of the screen. With your mind.
The difference may well be explained by background,

whether the developers come from a medical, technical,
laboratory environment or from an artistic, humanistic
or studio environment, or on how much development
budget was available. But in the end, it has to be
approached as a design question which has to deliver
both effectiveness and cultural value. In our design
education program at TU/e, the topic of feedback design
is considered an interesting vehicle for learning and we
have seen students create feedback forms such as tactile
vibration-motor feedback, 3D geometric installations,
flowers, and arcade games.
5.2 Structural design
Next we address the structural design. We claim that
there are fundamental choices to be made, almost
orthogonal (independent) to the choice for surface
design. We show two different alternatives, to which we
shall add a third alternative, which is new to the best of
our knowledge (in Section 6). The classical alternatives are:
1. Representation of calculated HRV;
2. Representation of successive beat-to-beat intervals.
To get started, consider the following scene from the
Wild Divine, which is based on the first alternative (Fig. 7).
fires to go up, doors to be opened, and so on. But note

that this principle does not rely on the Zen garden
narrative. The same fits with other narratives: the bird
has to fly higher, the fish has to avoid the surface. It
can be done in a laboratory-instrument styling as well:
the bar chart has to up. It can be done in 3D forms
(the geometric dome has to grow) or with light (the
light has to glow brighter, get greener, etc.). In addition,
the scenery setting of the Journey to the Wild Divine,
triggers curiosity that is rewarded by progress of the
journey. This could be another feedback method,
making use of the paradox of balancing excitement with
relaxation.
The feedback in the second classical approach
(representation of successive beat-to-beat intervals)
works as follows. Each beat-to-beat or RR interval
is represented individually so that the respiratory sinus
arrhythmia becomes noticeable as a wave pattern in
the resulting series of representations. This is precisely
what the Stress-Eraser does. The principle is also shown
in the screen-shot of our own Processing software
program [13] in Fig. 8, where also added the technique
to let the older beats gradually fade away. This graph is
sometimes referred to as tachogram
The feedback in the first classical approach

(Representation of calculated HRV) works essentially
as follows: the internal game software calculates the
present value of the relaxation, some measure of HRV,
either based on statistical or frequency based analysis,
and possible combined with the GSR according to some
formula for weighted average. This value (a number)
is translated into the height of the feather, so when
HRV increases (or skin conductivity decreases), the
feather goes up. Other tasks in the Journey to the Wild
Divine are coded similarly: there are stones to be lifted,
Fig. 8. Feedback by plotting successive beat-to-beat intervals.
62
During the forty-three heart beats shown in Fig. 8,

the Heart Rate Variability is gradually increasing.
The bar plots are built-up from left to right. The bar
plot is showing waves of larger amplitude (the higher
the bar, the longer the beat-to-beat interval).
6 Explorations
Focusing on the structural design aspects, we noted
that the calculated HRV works on the basis of a slowly
growing accumulative effect, whereas the presentation
of successive beat-to-beat intervals is more direct.
These two different merits, however, do contain
different information aspects of the influence of the
(para)sympathetic nervous system on the heart. For
example, the 0.1 cycle per second signal as mentioned
before, can only be recovered by measuring at least
10 heartbeats assuming the heart rate is 1 per second.
So, the HRV merit form the frequency domain is
intrinsically slow. On the other hand, the beat-to-beat
plot includes high frequency information as the variation
between two neighboring bars.
We asked whether it would be possible to go one step
further, developing a presentation which is even more
direct and accurate by focusing on the differences
between successive beat-to-beat intervals rather than
the intervals themselves. This turns out possible by
adapting a way of data plotting which recently has
become popular in the analysis of HRV [14], but which
has not been applied for real-time-feedback, to the best
of our knowledge. This is shown in Fig. 9. The notation
RRn means the n-th beat-to-beat interval whereas
RRn+1 means the (n+1)-th beat-to-beat interval.
So after beat numbered n, the next interval is plotted
on the y-axis and the previous interval on the x-axis.
But for the next beat, the roles change: the value which
was vertical is used for the x now whereas the next
value, RRn+2 is plotted vertically. This way of presenting
the behavior of a dynamic system is named after the
Frenchman Jules Henri Poincar (18541912) who
studied complex dynamic systems and was one of the
founders of modern chaos theory.
Compared to the traditional usage of Poincar plots,
in order to make them useful for feedback purposes,
we have made three modifications. First, the plot is
generated at real-time, not a posteriori. Secondly, we
let the older dots fade away, so the image does not get
cluttered up with too many irrelevant dots. Thirdly,
Fig. 9. Traditional usage of Poincar Plot for off-line analysis of

Heart Rate Variability. The graph is generated by Kubios Version
2.0. The RR interval (= beat to beat interval) is plotted vertically,
against the previous RR interval, which defines the position on
the horizontal axis.
Fig. 10. Circle plot obtained by the principles of Poincar plots,

but transformed to resemble a circle rather than an ellipse. The
Plot is built-up dynamically: each new beat appears immediately
and older beats gradually fade away. The figure develops
counter clock-wise, in this example spiraling outwards. Resonant
breathing (see Section 4) is one of the ways to make the figure
grow and spiral outward.
we rotated the plot over 45 degrees and changed the

scaling of the axes so that a typical plot on average
resembles a circle rather than an ellipse. For the formal
details we refer to Appendix A. The screenshot of a
plot thus made during a feedback session in our biofeedback laboratory at TU/e is shown in Fig. 10.
63
It usually is a pleasurable experience to watch the

heart beats go round. In fact, the beats tend not to be
evenly distributed around a circle, but form clusters on
one side, or even make a smaller orbit at a recurring
position (this is visible in Fig. 10). The figure formed is
sensitive: a worrying thought which pops up changes the
pattern of beats immediately.
It is important to realize that, for each type of structural
design decision, the surface-level representation
still leaves a considerable degree of freedom for the
designer to choose. For all three feedback types, the
styling, for example, is still free. It must be said however
that the calculated heart rate variability is easier to
embed in a narrative (which is particularly interesting
when the approach has to be based on an external
motivation). It is easy to invent a story why the bird
must fly higher, the fish swim deeper, the feather float
upward, etc. To illustrate the claim that also for the
circle plot there is still designer freedom left, we show
a flower-style design in Fig. 11, based on the same heart
beats as Fig. 10. The representation should be intuitive,
meaning that a the opening of a flower, automatically
drives the user in the right direction. One may wonder
whether the aim of opening the spiral in Fig. 10
(representing more relation and so a higher HRV) is
the most intuitive direction; vanishing the spiral into a
vortex may be more self-explaining. More possibilities
will be discussed in Section 7.
calculated heart
outlier
information
narrative
robustness
richness
adaptability
high
Low
high
medium
Medium
medium
low
High
low
rate variability
successive beatto-beat intervals
circle plot
Table. 1. Strong and weak points of the three fundamentally

different feedback types. High outlier robustness means that
the user is not easily distracted or disturbed when an irregular
heart beat occurs or when the sensor misses one or two beats.
High information richness means that the user gets fast feedback
on each beat rather than some slowly moving average. High
narrative adaptability means that it is easy for the designer to
deploy the feedback inside an arbitrary narrative, or game-like
context.
64
Fig. 11. Circle plot obtained by the principles of Poincar plots

and styled using flowers. It would also be possible to generate
one dynamic flower, each leaf representing one beat. These are
just examples, the point being to illustrate that structural design
decisions, and the surface-level representation can be chosen
(almost) independently.
So now we have three structural designs for feedback,

viz. (1) Representation of calculated HRV, (2)
Representation of successive beat-to-beat intervals and
(3) Circle plot (modified Poincar plot). We compare
them in Table 1 where we have qualified the options by
our best understanding. Whether the qualifications are
perceived similarly by all users, should be determined by
further experiments.
It is also possible to combine several approaches three
or even present all three types of information to the
user. The resulting feedback loop then becomes like a
PID controller (proportional-integrating-differentiating
often used for mechanic feedback control systems).
The calculated HRV, with its accumulative effect is like
the I (integrated signal). The representation of successive
beat-to-beat intervals is like the P (proportional, direct
and untransformed signal). The representation by the circle
plots is like the D (the differential of successive signals).
During the forty-three heart beats shown in Fig 12, the
Heart Rate Variability is gradually increasing. The bar
plots are built-up from left to right. The upper bar plot
is moving upward (meaning more Heart Rate Variability).
The lower bar plot is showing larger waves (the longer
the bar, the longer the beat-to-beat interval). The circle
plot is built-up in a counter-clockwise fashion, one dot
per heart beat. The circle plot is spiraling outward and
thus shows the same gradual increase in Heart Rate
Variability.
Fig. 12. Snapshot of one screen providing all three fundamentally
Fig. 13. Biofeedback laboratory at TU/e. In fact the design and
different feedback types. The upper bar plot represents
organization of the room is a compromise because of budget
averaged Heart Rate Variability. The lower bar plot represents
limitations and the need to include additional equipment for
beat-to-beat intervals. The circle plot is obtained by the
experiments.
principles of Poincar plots. It goes round, once per breath,

showing one dot per heart beat.
7 Context of use
All design decisions should take the context of use
into account. In the old meditation traditions such as
mindfulness of the in and out breathing, the general
advice is to find a quiet place. In the Buddhas words
(MN118) [15]: Here a monk gone to the forest or
to the root of a tree or to an empty hut, sits down;
having folded his legs crosswise, set his body erect, and
established mindfulness in front of him, ever mindful he
breathes in, mindful he breathes out. Contemporary
Kabatt Zinn also points out how mindfulness can be
practiced anywhere and anytime, summarized by the
phrase Wherever You Go There You Are. But the
training of heart rate variability is more specific than
a general present-moment-awareness. It demands
awareness of the feedback information. Common
sense tells that a quiet place will be helpful (it would
be interesting to do experiments to see whether this
assumption can be confirmed). It is the first authors
personal experience that biofeedback given via a
general-purpose computer brings the extra stress and
frustration that usually come with computer-usage such
as peripheral installation problems and associations
with tasks such as email handling (in other words,
using a computer to me means being very busy). By this
consideration, a dedicated device is preferred. To design
a dedicated room for meditation or relaxation can
be done using objects and images of aesthetic quality
and loaded with pointers to nature and meditation
traditions (this is what we did for the biofeedback
laboratory at TU/e). On the other hand, if people could

withdraw in a nice place for significant amounts of time,
explicit techniques and biofeedback would perhaps not
be needed at all. A portable device (cf. stress eraser) has
the huge advantage that it can be deployed anywhere.
A portable device offers, even for the user with a busy
lifestyle, opportunities to pick the best possible (though
not perfect) place and time to do the exercises. Each
of the techniques of Table 1 can be mapped to either
a computer or to a dedicated device or to an ambient
installation (also see the next section).
8 Outlook
From the above examples one might guess that the
research presented is only about 2D screen-based
presentation, but actually it is not. It is well possible
to present calculated HRV using an ambient installation
or dynamic 3D object. A typical example would be a
Buddha statue which would float higher when the HRV
is higher (like the SOH19 States of Nature art work
by Alex Vermeulen, but perhaps smaller, and driven
by HRV, not solar intensity). Since calculated HRV
changes only slowly, the technical problems are modest
and even slow actuators can be deployed. Another
example would be a lamp which gives less light or
moves up towards the ceiling when HRV increases.
For successive beat-to-beat intervals the same is
possible, and the effect of high HRV would be that the
object would engage in a kind of waving movement,
following the users breath. Clearly this puts extra
65
demands to the mechanism for the movement, which

needs to be aesthetic and also fairly fast (at least one
movement per second). For circle plots (modified
Poincar plots) it is also possible to present them in
3D space by a moving object, but now there have to be
movements in two dimensions (perhaps like the lamps
developed by Philip Ross and Philip Mendels [12] or the
robots proposed by Alers [13]. For now we leave these
as options to be explored.
9 Zucker TL, Samuelson, KW, Muench F, Greenberg MA

& Gevirtz RN (2009). The effects of respiratory sinus
arrhythmia biofeedback on heart rate variability and post
traumatic stress disorder symptoms: a pilot study. Applied
Psychophysiology and Biofeedback. 34(2) 135-43.
10 A art, J. van, Klaver, E.R.G., Bartneck, C., Feijs, L.M.G. &
Peters, P.J.F. (2008). EEG headset for neurofeedback therapy
: enabling easy use in the home environment. Proceedings
of the Biosignals 2008 : International Conference on Bioinspired Signals and Systems, Funchal, Madeira (Vol. 2, pp.
Acknowledgments
We thank Kees Blase, Tom Djajadiningrat, Pierre
Cluitmans and Loy Rovers for inspiring discussions
on the interplay of design and bio-feedback.
23-30). Los Alamitos: IEEE.

11 Malliani, A, Lombardi, F & Pagani, M (1994). Power spectrum
analysis of heart rate variability: a tool to explore neural
regulatory mechanisms, Br Heart J. 1994 January; 71(1): 12.
12 Djajadiningrat, J.P., Geurts, L., Munniksma, P.R., Christiaansen,
G., & De Bont, J. (2009). Rationalizer: An emotion mirror for
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Appendix: Calculations
In this appendix we give the formulas for calculating the
coordinates of the circle plot as used in our prototype
software. Our prototype software is written in
Processing, but the equations and assignments are easily
deployed in any language of the readers choice. These
are the main equations:
in patients with fibromyalgia. Applied Psychophysiology and

Biofeedback 32(1) 1-10.
8 K aravids, MK, Lehrer PM, Vaschillo E, Vaschillo B, Marin H,
Buyske S, Malinovsky I, Radvanski D & Hassett A (2007).
Preliminary results ot an open label study of heart rate
variability biofeedback for the treatment of major depression.
Applied Psychophysiology and Biofeedback. 32(1) 19-30.
66
x =(RR - RRavg) / 3
y = (RRprev RRavg) / 3
xrot = (7*x)/10 + (7*y)/10
yrot = (7*x)/10 + (7*y)/10
xplot = 2*xrot + width/2
yplot = yrot+ height/2
In these equations RR refers to the last measured

beat-to-beat interval. The notation RR stems from
Willem Einthoven who described the various ECG
elements, such as the QRS complex, in which R denotes
the main peak in the ECG. Thus RR is the difference
between two successive R peaks, that is, the beat-tobeat interval. We use the same notation also when the
signal is derived with a PPG sensor, although formally
it is not the same since pulse transmission times could
play a role. RRavg denotes the average value of RR. RRprev
denotes the previous value of RR. The first and the
second equation make the initial x and y values relative
to the average and perform a practical scaling. The third
and fourth equation rotate the x and y values over 45
degrees. The value of 7/10 is used as an approximation
of the sine of 45 degrees, so simple integer arithmetic
suffices (more accurate would be 0.707107). The fifth
and the sixth equation maneuver the results towards
the center of the screen. At the same time the plot
is horizontally stretched by a factor of two, turning a
typical ellipse-like plot into something more like a circle.
The notations width and height refer to the dimensions
of the screen used (this is also the notation used inside
the Processing programming environment). And the
purpose of all this is of course to finally use the resulting
xplot and yplot as coordinates. Finally we give two
assignments to be executed after each beat.
RRprev RR
RRavg (23 * RRavg + RR)/24
Loe M.G. Feijs

Geert Langereis
Eindhoven University
of Technology,
Department of
The notation denotes assignment (write = in program

code). The first assignment serves to update the value
of RRprev before RR will be overwritten by the new beat.
The second assignment calculates a weighted average
over the RR intervals, giving higher weight to the later
intervals, and gradually fading out the impact of intervals
long ago. The time constant of this averaging process
is 24 beats.
Industrial Design,
Eindhoven,
the Netherlands
Geert van Boxtel
Tilburg University,
Faculty of Social
and Behavioural
Sciences, Tilburg,
the Netherlands
67
Eva J.L. Deckers, S.A.G. Wensveen, C.J. Overbeeke

e.j.l. deckers @ tue.nl
PeR: Designing for perceptive qualities
Abstract
The design PeR was created as part of our research on
how to design for perceptive qualities in objects. PeR,
or perception rug, is capable of showing perceptive
activity related to actions from a subject and related to
other events. The integration of conductive yarns makes
PeR sensitive to the touch of a subject. Furthermore the
use of nylon threads enables a body of light to behave
within its surface.
Keywords
Designing for Interaction, Perception Theory,
Perceptive Qualities, Design Platform
1 Introduction
PeR integrates conductive and optic fibres, which
respectively are used to sense the touch of a subject and
to let a body of light act within the surface of the rug.
The design is part of a research project that investigates
how to design for perceptive qualities in objects.
1.1 Theory
The starting points for this research are considerations
of the phenomenology of perception [1] and the
ecological psychology [2]. Based on these notions,
perception, in this case, is described as inherently active.
Perception is the result of actions we undertake and
the consequent sensory feedback we experience. This
68
makes perception a very bodily and, therefore, personal

matter. What I perceive depends on what I can act upon
with the body I have. [3] Perception, being inherently
active, also brings forward the idea that there is a
pre-conceptual meaning of the world. In other words;
the world means something to us before thinking and
recollection. [4]
Merleau-Pontys approach of the phenomenology
of perception, in which perception is described as
inherently interactive, is important for this research.
Perception is an interplay between the perceiver and
the perceived. [1] These notions have been recently
operationalised by researchers at the University of
Compiegne, France. The French researchers conclude
that there are two kinds of perceptions over time:
perceiving the other as part of the environment, versus
perceiving the activity of the other perceiving me. It is
by switching between these two kinds of perceptions
that it becomes possible for one subject to understand
the position from which the other subject perceives the
scene. [5] To make a feeling of sharing a common space
between subjects possible, this constitution of the other
subjects perspective or point of view is essential.
Our main focus of investigation is if and how it is
possible to design for perceptive activity in an object,
in order to create perceptive interplay between it and
the subject. As the working hypothesis for our ongoing
research we state that this perceptive interplay, of
Fig. 1. Subject 1 is a person with normal perceptual capabilities.
The subject perceives the object and an event as result of his or
subject results in perceptive actions by means of light.
Fig. 2. Overview PeR, the perceptive action (the touch) of the
her actions towards them and of the sensory feedback gained

by these actions. Note that sensory input can also evoke actions
by the subject. Next to the subject Object 1 is presented is
presented. This object is an object with perceptive qualities (like
PeR). This object is also able to perceive the subject and the event.
perceiving an object as part of the environment versus

the object perceiving the self, results in a greater
feeling of involvement of the subject [6] The next
diagram (figure 1) gives an overview of the perceptive
connections between a subject and the designed object
with perceptive quality. Part of this scene is also an
event. Both subject and object with perceptive qualities
could perceive this event.
A very basic example one can consider is an ordinary
outdoor lamp. The lamp (Object 1) is capable of
detecting the presence of an intentional subject as
well as the outside lighting conditions (event). Also,
the subject is able to perceive this event, as well the
perceptive capability of the lamp when it reacts to its
dark surroundings and the presence of the subject by
turning on the light.
2 Description PeR
PeR is an exploration of how the theory mentioned
above is applicable in design. The structure and open
form of PeR allows for the exploration and the design
of different behaviours. This allows it to become a
platform for design.
In between the threads of the basic rug, conductive
yarns are integrated. These conductive yarns are
connected to several capacity sensors. An electric
capacity change is detected when the rug is touched by
the subject. This difference in capacity is converted into

an electric signal by the capacity sensor, which, in turn,
is read by means of an Arduino (electronics prototyping
platform). The detection of touch makes PeR sensitive
to the perceptive activity of the subject. PeR is capable
of reacting to and evoking these perceptive actions of the
subject by the behaviour of its integrated body of light.
In addition to the conductive yarns, nylon threads were
integrated in the rug. This thread has similar properties
as glass fibre as it is able to transport light. The soft feel,
transparency, and flexibility of the nylon thread make
a smooth integration in the carpet possible. A grid of
LEDs is mounted under the nylon threads. This enables
PeR to show behaviour by means of light.
The electric signals gathered by the use of the
conductive yarns are used as sensory input by the
algorithm behind PeR. Based on this sensory input the
position of the body of light is adjusted. The algorithm
allows for a smooth and natural-like behaviour as the
position of the body of light is adjusted gradually. This
body of light is reflected within the rug through the light
of the LEDs spread by the nylon threads.
3 Platform for design

Through the integrated nylon threads, a body of light
behaves within the carpet. The behaviour of this body is
dependent on an underlying algorithm. The design can
69
Fig. 3. Impression of the

light body following the
touch of the subject
be used as a platform for the exploration of perceptive

behaviour. For example the body of light can follow the
subjects touch directly or on a humble distance.
In figure 3 an impression of the light body following the
subjects touch is given.
Behaviour towards an event such as, reacting to music,
to the dynamics of people, to incoming mail or to
activity in time and over distance etc. is also possible.
In this case PeR is the object with perceptive qualities.
The behaviour of the body of light shows the perceptive
capabilities to the subject.
Different design characteristics, like the size of the light
body, the speed by which the body moves, its shape,
focus and direction, can be adjusted in order to design
behaviour. These characteristics could also adapt over
time. This means that the light body could get notion
of ongoing perceptions. For example, PeR gets bored,
irritated or happy depending on its perception of the
subject and the event. Notion of ongoing perceptions
implies that PeR is sensitive to the dynamics by which
it is touched. Hence PeR could show different reactions
to, for example, stroking and hitting.
The design of perceptive behaviour is essential to our
research and to our design of PeR. As static images
dont show this behaviour we provide a movie at
http://dqi.id.tue.nl/per.
perceptive qualities PeR also adds value in building

relations between the textile industry, high tech
industry and design. The current prototype of PeR is
handmade but the used techniques allow for some parts
to be manufactured by means of existing production
techniques like tufting and weaving.
Creating PeR by means of these manufacturing
techniques also would improve the quality of the
prototype. This is necessary for PeR to really function
as a platform for design. Our research will benefit from
a solid and easily accessible prototype.
References
1 M erleau-Ponty, M. (1945). Phenomenology of perception;
an introduction. Taylor & Francis LTd, 2nd Revised edition,
May 2002.
2 G ibson, J.J. (1979). An ecological approach to visual
perception. Lawrence Erlbaum Associates, London,
Reprinted in 1986.
3 Michaels, C.F., Carello, C. (1981). Direct perception.
Prentice Hall.
4 A bram, D. (1996). The spell of the sensuous. Vintage. 31-73.
5 Lenay, C., Touvenion, I., Gunand, A., Gapenne, O., Stewart,
J., Maillet, B. (2007). Designing the ground for pleasurable
experience. Proceedings DPPI 2007, Helsinki, Finland
6 Deckers, E.J.L., Westerhoff, J., Pikaart, M., Wanrooij, G.A.F.
Eva J.L. Deckers
4 Further research
van, Overbeeke, C.J., (2009). How perception gets emotional
S.A.G. Wensveen
PeR is a first example of why and how to design for

perceptive qualities in objects. Next to PeR we have
been working on a second research design PeP, short
for perception pillar. This installation is specifically
designed for research purposes. The integration of the
theoretical notions in design is more closely investigated.
Next to functioning as a platform for the design of
value through the use of an object. Proceedings DPPI 2009,
C.J. Overbeeke
Compigne, France. 104-115.
Eindhoven University
70
of Technology,
Department of
Industrial Design,
Eindhoven, the
Netherlands
Jrn Guldberg
guldberg @ litcul.sdu.dk
Singular or multiple meanings?

A critique of the index/Anzeichen approach
to design semiotics/semantics
Abstract
Proponents of design semantics (e.g. Krippendorff)
have questioned the adequacy of semiotic theories
and methods in relation to addressing the meaning of
things and, in particular, the role of design in meaning
construction. Scepticism towards, not to say dismissal
of, a semiotic approach seems to be based on an
understanding of semiotics as a branch of linguistics,
which, accor-ding to the critics, postulate that things are
vehicles by means of which meanings are communicated.
However, in the literature on design semiotics, another
idea of the meanings of things was re-introduced 40
years ago by the Argentine architectural theorist
and critic, Juan P. Bonta, who drew attention to the
indicative function of design. Charles Peirce, whose
predicament of the index was shaped 80 years earlier,
is another theoretical source to this matter. Ten years
ago, in the book edited by Dagmar Steffen (Design as
Produkt-sprache), the so-called Offenbacher Ansatz to
the language of products (Steffen, Brdek, Gros,
Fischer) put forward another usage of the semiotic
category of the index (in German: Anzeichen).
The aim of the following is, first, to question the idea
of design as communication as a an adequate model
of meaning construction in design objects, second, to
throw light on the index category and its relevance
to design semiotics/semantics in order to elaborate
the phenomenal approach to the materiality of things
as a meaning component. Bontas and the Offenbach
positions will be discussed comparatively and elaborated

with the purpose of preparing the ground for more
inclusive inquiries concerning theory as well as practice.
Keywords
Meaning of Things, Design and Communication,
Materiality of Things, Index/Anzeichen Function
of Design.
1 Introduction
One of the most persisting challenges to design theory
as well as to design practice is that of defining how
meaning results from, and within, the relationship
between humans and things. This challenge becomes
even harder to take up if it is narrowed down to the
task of specifying the particular role design plays in
this connection. More specifically, the question is
how agents of design either facilitate or hamper the
formation of various kinds of meaningful relationships
between objects of design and the human agents in their
capacity of viewers or customers, users, possessors etc.
of given objects for use.
Several approaches have been introduced since the
1960s, most of which describe meaning construction in
design objects as a kind of communicative act or speech
act. Basically, this implies that the traditional linguistic
matrix of sender-message-receiver has functioned as a real
or metaphorical scheme to be filled out and, at best,
71
adapted to represent the relations between designerobject-user in more or less sophisticated ways. However,
this model applies only with difficulty to the real world
of thing acts. Many questions arise, for instance, is
the role of the designer actually that of a sender? Why
are investors, manufacturers, retailers, etc. only as
rare exceptions attributed this role? Why choose the
user as the privileged agent for the receiver position?
And, in the end, does a design object really convey
messages - apart from, of course, in the special cases of
a communication design? [16], which, of course, should
be acknowledged and studied as such. The following,
however, is not about communication design; the
concern is with design and objects of design in general.
An alternative to communication as the theoretical
and pragmatic modelling of meaning construction in
things and the role of design in that context is indication
and the various conceptualizations of the indicative
sign function or sign modality in, first of all, Peirce,
Buyssens, Prieto, Bonta, the Offenbacher Schule and
in the new material culture studies that combine an
interest in the reciprocity of indexicality and agency.

What follows is, first, a rehearsal of the most basic
elements of Peirces definition of the index category
within his rigorous, yet flexible semiotic systematism.
Next follows a brief introduction to the Argentine
architectural critic and design theorist, Juan Pablo
Bontas theory of indication as the nucleus of meaning
creation in design. Subsequently, these theories are
compared to the ideas of the Offenbach School
concerning design as product language based on the
category of Anzeichen- German for indicator [36].
Finally, the indication approach will be set against some
new theories of materiality that have evolved recently
in material anthropology. The aim here is to identify a
shared interest among material culturalists, semioticians
and representatives of design studies in re-attributing
material qualities to things and to insist on materiality
as a source of meaning in design. For this purpose, a
critique of the index is needed, and a critique means
an attempt to disentangle and elucidate the essential
conditions for the function of this particular sign.
2 The problematic
The point of departure for the following considerations
is that the model of communication, even if used
metaphorically, sometimes with interesting results,
72
seems not adequate enough to elucidate the

processes in which human-thing interactions are
actually performed, that is, in the immediate direct,
physical encounter and in more regular use situations.
Irrespective of how communication is (and has been)
conceived, a genuine and successful communication
process has as its precondition a correlation of three
elements: intentionality, conventionality and effectuality
[7, 10]. In other words, the special standard case of
interaction termed communication, may be identified
and described in a minimalistic way as a process, in
which one agent deliberately affects, by processing
conventional signs, another agent in order to leave the
latter, being aware of the first agents intention, better
prepared to act. Whether the actual, conventional sign
used is a written text or a spoken word, a pictogram,
a road sign or a policemans uniform is of no relevance.
In any case, the communicative meaning of the sign
is only accessible on the basis of knowledge of the
lexicon and codes of a particular sign system used in
the transmission process. If this matrix is applied in
order to describe how people do things with things,
two problems arise. One concerns the very process of
meaning production, the other is related to the question
of polysemy, which, among others, Klaus Krippendorff
claims to be a problem semiotics has created by - and
only for - itself. It is entirely semiotic [21, p. 276].
From a processual perspective, then, the most
precarious problem that meets any simple transference
of the communications model to mechanisms of
meaningful interchange between humans and objects
arises due to the idealistic or metaphysical bias of the
communicational mode of signification. An adequate
theoretical model that is capable of accounting for how
meaning is construed in humans must be a materialistic
one, since focus is not on the humans cognitive
relation to artefacts, but on a perceptual-operational
appropriation of concrete material entities. Such a
model does necessarily have to base its assumptions
as regards meaning production in, with and in the
vicinity of design objects on the material qualities of
those objects. Design object is not merely the physical
thing, and the notion does not refer to aesthetics,
nor to form as such, but the phenomenal thing, the
meaning of which is neither objective (residing in the
thing) nor subjective (in the mind of the recipient), but
pragmatic and operational. To a certain degree, though
References to
Collected Papers of
Charles Sanders Peirce,
vols. 1-8, Cambridge,
Mass.: Harvard
University Press, 1931-
not entirely, this view is covered by James J. Gibsons

definition of affordance [14, 15] or Donald Normans
more simplistic notion of perceived affordance
[27, 28].
From an analytical (and also historiographical)
perspective, it is equally important to develop a
new approach to the problem of polysemy in things
(and, consequently, objects of design). Polysemy,
or the multiplicity of meanings in design, cannot be
addressed productively as long as the design, layout or
shape of things is conceived in terms of language or
language-like artefactual forms. It will be argued in the
discussion to follow that, instead of communication,
it seems much more promising to employ the notion
of indication and the cognitive and operational logic
of the sign modality which Charles S. Peirce labelled
index. Focussing on the standard (or regular or normal)
situation, the indicative perspective on things underlines
that things-as-signs are always polysemic, while signsas-communicators never are; if a communicational
sign is not understood or if it is misunderstood, the
communication process is a failure. The solution
suggested by some adherents of design semantics or
product semantics that things may mean whatever
the recipient, user, consumer want them to, is both in
theory and practice unsatisfactory, since this position
will render the role of the designer desperate, not to
say superfluous. If material, form and appearance are
of no importance, why then care about the form at all.
Moreover, such a view on meaning production in, with
and in the vicinity of things contradicts reality. Thus,
polysemy is in fact a genuine semiotic problem, which
the varieties of design semantics have not been able to
solve so far. Theories of indication and of the index sign
point to the heart of problems raised here.
1958, are given in the

text in accordance
with the convention.
Thus CP 2.228 means
Collected Papers Vol. 2,
2.1 Peirces index

Charles S. Peirce gave c. 1897 the following (not
published during his lifetime, yet one of the most
quoted) definition of the sign:
page 228.
2
Among the best
general introductions
to Peirces sign theory
are (in chronological
order) Johansen (1993),
Liszka (1996), and Short
(2007).
A sign, or representamen, is something which stands to

somebody for something in some respect or capacity. It
addresses somebody, that is, creates in the mind of that
person an equivalent sign, or perhaps a more developed
sign. That sign which it creates I call the interpretant
of the first sign. The sign stands for something, its
object. It stands for that object, not in all respects, but
in reference to a sort of idea, which I have sometimes

called the ground of the representamen. Idea is here
to be understood in a sort of Platonic sense, very
familiar in everyday talk; I mean in that sense in which
we say that one man catches another man's idea, in
which we say that when a man recalls what he was
thinking of at some previous time, he recalls the same
idea [30, CP 2. 228].1
This is not an occasion to initiate a detailed discussion
of all the implications of this definition. Comprehensive,
general and critical introductions to Peirces theory of
signs do exist. Unfortunately, however, most attempts
to apply Peirceian semiotics to design have hitherto
been problematic since they tend to isolate and address
only a section of the theoretical construct: the second
tricotomy, that is, the differentiation of signs into icons,
indexes and symbols, and doing so only metaphorically,
for instance, by claiming that meaning is a property of
the object per se (e.g. Vihma [38]).
The definition quoted above states the principal points
concerning semiotic inquiry. Attention should be
drawn to the triangular structure of the sign. The sign
is a relation of three terms: object, representamen,
and interpretant. Sometimes Peirce is using sign
for the representamen position alone, but a sign
process, semiosis, only occurs when all three relata
are activated. Most importantly, the representamen
the representation is physical by nature. It must be
accessible to the senses. Semiosis is produced in an
inferential act, when somebody draws conclusions as to
the quality of the relationship between representamen
and object, that is, the representation and what is
represented. Thus, the conclusion is the meaning of
the sign that is residing, as an interpretant, in the mind
of somebody On the one hand, the representamen
represents its object, and on the other hand, the
representamen is represented by the interpretant.
Transposed to the world of objects, the foundation
of the sign process may at this initial and seemingly
pre-semiotic stage be illustrated as follows. Somebody
sees a chair and concludes, on the background of his
or her experience or knowledge, that the object qua
its form is a chair, and consequently, the object and
its utility, function, affordance etc. are categorized.
Basically, a chair is not per se a sign, but as any object
(and any objective cause of sense perception) may be
73
taken for a sign of something, so a given chair can be

understood as a sign as the manifest representation of
what Peirce calls its object. Placed before an observer,
a chair is a product. It came into being because a
cabinet maker created it by using given materials and
given tools, hence the chair is a(n index) sign of this
production process. In the same way, it is a sign of the
cabinet makers outlook as regards questions of type,
style, tradition, fashion, constructive techniques, etc.
if somebody for one reason or another wants to see
the chair as a token of, for instance, the state of the art
within production technology at a given time, or as a
sign of the inventiveness and skills of the designer and
producer, respectively. The ability to identify this sort
of sign function requires, on the part of the observer,
a certain amount of knowledge of chair history.
However, the more simple identification of the form and
structure of an object as a generic chair is nothing but a
recognition of its appearance as a materialisation, hence
representation, of this particular cultural category, a chair.
The sign function focussed on here is that of Peirces
index. An index stands for its object in a direct, factual
way (e.g. [30] CP 2.92, CP 4.447). Contact, continuity,
contiguity and existential bond are only a few of the
many expressions used to qualify this relationship.
One of the most illustrative cases of the index is
the cause-effect connection between object (cause)
and representamen (effect) (e.g. [30] CP 2.228, CP
4.531). Thus, the indexical sign process is brought into
life as the interpretant establishes this cause-effect
relationship. When an interpreter maintains that, for
instance, the activity of the cabinet maker has caused
the existence of a given chair by producing it, the
interpretant, therefore, is the purposeful understanding
of the causal relationship between object/cause (the
cabinet maker) and representamen/effect (the chair).
Two points should be made here. First, the latter
example does not necessarily account for the users
encounter with a chair, but it exemplifies explicitly the
interpretative approach of the design critic, analyst or
historian. Each time a material object is being utilized by
the historian for evidence, or as a source of historical
information, the particular object is considered an
indexical sign. If the historian has no access to the ideas,
norms, values and policy of the designer/producer,
this, of course, will not prevent the historian from
engaging in an interpretative enterprise. Second, it is
74
the particular interest of the historian (or analyst or

critic etc.) that characterises, focuses and confines or
enlarges the search for potential or actual, physical
relation of the material object to something else.
Thus, the indexical sign always has multiple meanings,
depending on the interpreters everyday needs or
scholarly interests. No semiotician claims that polysemy
is a property of a design object per se. Rather, they
maintain that multiplicity of meanings is a consequence
of the inferences made by the observer, the critic or the
historian as to the factual relation of the properties of
the design object to something else - not just anything,
but the existential relation to something other than the
object that makes it possible to construe the object
as meaningful.
The representamen (the physical sign) may be related
to its object in different ways. Peirce distinguishes
between three modalities or three signs; icons, indexes,
and symbols.
The icon is characterised by likeness or similarity
of representamen and object, that is, the icon
represents its object due to its resemblance to that
object. In other words, the iconic sign is interpreted
as a representation, the meaning of which is based on
properties being shared by the representation and what
is represented. Hence, the source of meaning in iconic
signs is properties. The index sign is qualified as such by
the factual (in some cases causal) relationship between
representation and what is represented. The source of
sign meaning in indices is relations between properties
and their cause or context. Finally, the meaning of
symbols is not the properties of the representation,
nor the relations of properties to something else. The
source of symbolical signs is conventions or traditions
that institute and regulate the processing of cultural sign
systems such as language and, more generally, any sign
system conventionalised by a semiotic community in
order to facilitate dialogues and secure broadcast and
exchange of information, direction of behaviour etc.
To put it in a simplistic way, a chair is in various respects
an icon of any chair with which it has material, visual,
functional etc. properties in common. This it is at the
level of a chair as, say, (1) a specific type of furniture,
(2) any singular manifestation of that type and (3) the
individual chair in the series of token chairs the
unique, particular chair with its marks and traces of
use and damages. The last category the unique chair
may also contain all the invisible marks that are
being attached to it by its user(s) (memories, traumas,

obsessions etc.) during the social historical trajectory
of the chair. Likewise, a chair may function as a symbol
of something insofar as the particular cultural meaning
of the chair is established by convention. This conventional
meaning is only discernable by sign users (senders and
receivers) familiar with the relevant sign tradition.
Otherwise, the chair may function as an index or as
an icon.
Peirces sign theory is very complex. The above
rehearsal is in fact simplifying a number of important
dimensions of his numerous three-angulations of the
theoretical project Peirces famous or infamous
cascades of triangles, as remarked once by the
German semiotician Roland Posner [32, p. 185]. In the
present context, the intention, however, is confined to
a preliminary argument in favour of privileging the index
sign in relation to design semiotics. Therefore, it seems
relevant to foreground further consequences of applying
this sign function.
The first consequence is that Peirce differentiates
between three kinds of indexical signs. The index
presented and exemplified above is what Peirce labels
a reagent, in which the representamen is seen as the
effect of an object (a cabinet makers efforts, a set of
materials manipulated, a class of furniture etc.). Another
possibility is named designator, and this instances an
index that functions as a demarcation of something
(the object to which the sign (representamen) is still in
a factual relation). The exemplary chair case may also
include a situation where a chair (maybe a miniature
of it) is hanging in a shop window or above the entrance.
Nobody would expect to find food on the shelves of
that shop. Anyone with a rudimentary knowledge of
the shop system or the differentiation of the market
place in a given retail culture would know that the chair
indicates a special shop for chairs or seating furniture.
It may also indicate a more all round furniture shop.
In the latter case, the index functions in both ways
mentioned. It is an index of furniture in general because
it is part of the whole category of furniture (a reagent),
and in the show case, it is an index of the commodities
for sale in the shop behind the windows (a designator).
The third index sign is naming, thus Charles is an index
of whoever is called Charles.
Next, Peirces qualification of the index also may contri
bute to redefine, even solve, the uncomforting question
of connotation as discussed in the 1960s and 70s under
the influence of the writings by Barthes and Eco.

The two authors argued that things may have primary
and secondary meanings and that the primary
meaning is translatable to denotation, while secondary
meaning equals connotation. In Eco, for example, a
chairs primary, denotative meaning is its function, that
is, an object to be seated on, while the secondary,
connotative meaning is an object to be seated on in
a particular style [9, p. 24]. In more general terms, both
authors seem to assert that in the first place, we have
a generic chair, whose utilitarian function is identified
on the ground of its conventional appearance. Next,
we have a particular chair that refers indirectly and in a
mediated way to cultural values and norms of a specific
seating culture. Is that really so? Is it not more correct
to state that we only have one chair, and that we are
capable of identifying the utilitarian function exactly
because the chair is there, in front of us, as a material
entity with specific physical properties in whatever style
it may adhere to? If the chair refers to certain stylistic
qualities, cultural values and, for instance, the taste of
a particular class or cultural group, is it not just because
it is actually a part of a given cultural segment or
subculture? The elaborate (connotative) meaning of the
chair is not inherent in the properties of the chair itself,
but in the properties seen in relation to something
else. Is it therefore possible to perceive the chair as an
index of that cultural unit, and not as an elaborated, yet
(conventional) symbol? With reference to the indexical
function of things, it seems more appropriate to state
that the ability to grasp the meaning of a utilitarian
object and its role in expressing a particular cultural
outlook or a social status is part of a general cultural
experience and knowledge of how to understand things
and events in the cultural environment and to decide
how to act accordingly in the real world.
2.2 Bontas intentional indicator
The Argentine architectural critic and theorist, Juan
Pablo Bonta referred only once to Charles Peirces
theory of signs. In a footnote in his book from 1979,
Architecture and its interpretation, Bonta merely states
that Peirce, Susanne K. Langer and Charles Morris
used different terms for the structure and function of
signs and that there is no direct equivalence between
their terms reciprocally, and between their terms and
his [3, p. 234]. Bontas aims are stated explicitly in the
introduction to his most elaborate discussion of design
75
semiotics. In his conference paper of 1972, Notes for

a Theory of Meaning in Design, which was first
published in the journal Versus in 1973 and later included
in Broadbent, Bunt and Jencks collection of essays,
Signs, Symbols, and Architecture [4], Bonta states that
he wants to follow the line of semiological inquiry
represented by the Belgian linguist Eric Buyssens
and the Argentine semiotician Luis Prieto. By that,
he wanted to present an alternative to Barthes and
Eco, who, apparently, had functioned as the privileged
reference for the majority of speakers and discussants
at the conference during which Bonta introduced his
application of European semiology initiated by Ferdinand
de Saussure.
His reference to Buyssens is something of a paradox.
In his reworked book from 1943, published in 1967 with
the title, La communication et larticulation linguistique
Buyssens actually excludes the index and the function
of indication from the field of genuine semiotic inquiry.
Buyssens states the following concerning communication
and indication;
Semiology can be defined as the study of communication
processes, that is to say, of the means used to affect
others and which are recognized as such by those
whom one wants to affect. [] It is possible to
affect others without intention; the way our friend
talks suggests that he is in a sad mood, an unknown
persons pronouncement reveals that he is a stranger;
the epileptics behaviour excites our compassion. It is
about indices. We perceive them, we identify them,
we interpret them, but this is not communication.
Semiology does not study them, but confines itself
to conventional means, that is, those means that are
accepted as conventional [6, p. 11-12, my translation, JG].
Excluding the index from the repertoire of semiotic
problems, Buyssens nonetheless pointed to the
challenge posed by the index to students of the
materiality and expressivity of manifested signs.
Building upon Buyssens, Luis J. Prieto almost
simultaneously addressed the problem of indication. In
his book of 1966, Messages et Signaux, Prieto explores
the indicative function of signs (also communicative
signs) in relation to the discursive formation and
organisation of meaning. Prieto also maintains that
all signs are indicators, and that the meaning of some
76
indicators is conventional. Such indicators are called

signals, a term corresponding to Peirces symbols.
A collection of Prietos articles and essays, published in
1975 as tudes de linguistique et de smiologie gnrales,
includes a couple of studies of particular interest for the
present context. In a programmatic article with the title,
Smiologie de la communication et la smiologie de la
signification [34, p. 125ff.] he presents his arguments
in favour of a doubling of semiotic explorations and
of putting communication and indication on the same
footing. In another article, Langue et style [34, p.
34ff.], he carried through the doubling in a formal
way and baptized the indicative sign as a pendant to
Saussures communicative sign using the same, wellknown sign structure to illustrate his ideas. To the
sequence of the communicative process;
signe = significant + signifi = signification
Prieto now adds;
indice = indiquant + indiqu = indication
The motivation for introducing the indice is, firstly,
Prietos interest in the way the linguistic sign
materialises social, psychological and geographical
conditionings of the sign manifestation, and, secondly,
his preoccupation with aesthetic or stylistic aspects
of signs used to enunciate artistic meanings, that is,
aesthetic signs.
This is Bontas starting point, and he is particularly
interested in sorting out the implications of the
expanded theory of the sign to design practice. This
means, however, that Bontas semiotic theory of design
is normative, thus it somehow runs across the metaanalytical position suggested in the present context. Yet,
it seems possible to enlarge Bontas view and thereby
substitute the normative bias for an analytical approach
(see [16]). Anyhow, Bonta is unsurpassed as concerns
a theory of design semiotics. His theory is based on a
differentiation between signals (or communicative signs)
and indicators (or indices or indicative signs), and this
differentiation is subject to further differentiations in
order to emphasize the specific role of the designer
in construing meaning in design. It should be noticed
that Bonta employs a modified version of the matrix
of communication processes to illustrate his conception
of the interaction between designer and design object
and between design object and receiver/potential user.

This is an indication of his loyalty to the European
tradition, and it may explain why he did not engage
himself explicitly and directly in a dialogue with Peirces
position.
In the texts cited in the present context, Bonta
distinguishes between four signs. To begin with, he
introduced three signs; indicator, signal, and intentional
indicator. Later on, he added a fourth sign, the pseudosignal [3], yet finally, however, he excluded this fourth
sign modality [5]. His definitions are formal and concise.
Of the indicator, he explains,
An indicator is a directly perceivable fact, by means
of which it is possible to learn something about
indirectly perceivable facts. [] Through the former
I can learn something about the latter, consequently
they are indicators []The indicative relationship is
thus characterized as a triadic one (form/meaning/
interpreter) [4, p. 276-277].
The signal is defined in the following way,
Signals are a special class of indicators that fulfil two
additional conditions: firstly, they must be deliberately used
or eventually produced with the purpose of having an act
of communication; secondly, they must be recognized by the
interpreter as such as having been deliberately used to have
a communicative act. If either of these two conditions is not
fulfilled, we may be faced with an indicator, but not with
a signal. [] Signals have form, meaning and interpreter,
like indicators; and in addition they have an emitter.
The interpreter of a signal can also be called receiver
[4, p. 276-277].
These two definitions conform to traditional
predicaments of the two entities, indication and
communication, although terminologies vary. However,
Bontas third sign modality the most important in
relation to his semiotic design theory is an innovation.
This third sign is termed intentional indicator. Prieto also
had a sign category by the same name, but to Prieto an
intentional indicator is a signal, or functions like a signal.
Bonta introduced his third sign as follows,
There is an entity which is neither pure indicator nor
signal, though it is rooted in both. I shall call it an intentional
indicator [] An intentional indicator is an indicator which
fulfils the first of the conditions of the definition of a signal,
but not the second [] it is an indicator deliberately

used or produced by someone to generate an act of
communication, but which must not be recognised as such
[...] on the part of the interpreter [] the user or producer
of intentional indicators cannot be properly called emitter,
since we are not really dealing with communication: it will be
better to call him the producer [4, p. 279].
One of Bontas principal points is that designers should
avoid using signals to express the meaning of design
objects. In other words, they should not see themselves
as emitters. Therefore, the mediated interchange
between designer and user via the object is not to
be considered communication proper. Instead, Bonta
claims that the design process, seen in relation to the
true values of the professional trade, should be that
of producing intentional indicators. Thus, as quoted
above, the designer is not comparable to an emitter
or a sender, since emitters and senders are processing
conventional signs. Likewise, the receiver position is in
fact the position of an interpreter, since an interpreter
makes use of her or his general or ordinary experiences
as to how needs, wants and desires are matched by
the shape, substance and unmediated appearance of
available artefacts. In the special case of the intentional
indicator, the job of the designer is to activate all the
professional skills and knowledge of the potential
users needs and the users usual way of interpreting
the appearance of things in order to identify their
utility and performativity. In other words, the designer
should appeal to the materialistic common sense of
the potential user by means of indices, that is, hints,
and not by using conventional signs such as labels,
instructions or traditional iconography. It should be
noted, of course, that Bonta is not concerned with
black box-cases. In the original version of his theory,
Bonta gives only few examples: a door entrance to a bar
(which is also used as a case in the article from 1993),
a screwdriver and chess pieces the latter being the
principal test case that he used in order to demonstrate
a systematic approach to a definition of design as
a semiotic enterprise. To Bonta, the chess case is
exemplary of how a design tradition characterised by
conventional iconography (towers, horses, kings regalia
etc.) is difficult to get rid of, even if, in contradistinction
to chairs, there is no logical ground for insisting on
certain configurations of forms.
From Bontas reflections on the new sign category, the
77
intentional indicator, it becomes evident that he wants

a potential users perception of things to be an active
interpretation of the performative capacity of given
artefacts, not a reception of messages. At this point, it is
possible to conclude that Bonta wants a design object to
present itself to a user as a natural sign that functions
as a sign just like footprints in the snow do to the
mind of an interpreter. This implies that the designers
strategy should be to avoid being too personal or
subjective or too idiosyncratic in the choice of formal
and constructive solutions. In other words, Bonta
maintains the modern ideal of the anonymity of the
designer. From his discussion of modern and modernist
architecture [3] it becomes evident that he favours the
cultivation of the expressive properties of architecture.
However, he shuns so-called signature-architecture
architecture, the most conspicuous characteristic of
which is its dysfunctional and excessive expressivity.
Most importantly, with the stress on the designer as
producer and the potential user as interpreter, Bonta
emphasizes both the activity of the designer in his
capacity of the cause of the design of things and the
users direct and active encounter with things. It is,
of course, typical of Bontas designer-approach to
the issues he raises that he ignores a very simple fact:
the designer does not produce the things the buyer/
user/consumer etc. actually makes use of. Usually, the
designer provides a model or prototype but it is the
producer/retailer/gift donor who delivers the item
to the future user. In any case, the ideal of anonymity
may compensate for this flaw, and above all, it should
be remembered that Bontas focus is on the designers
strategy, and a crucial element in that strategy is
the designers ability to anticipate how the user will
encounter and interpret objects for specific uses.
To anticipate is not the same as forecasting on the
basis of empirical market research, but with reference
to the material logic of material, form and function.
This implies that, in Bontas theory, the process of
manufacture is put in brackets, which is rather typical
of designers theories to conceive the manufactured
object as an entity mediating the relationship between
designer and user. Yet, the important idea to underline
in Bonta is his focus on the direct, sensory contact
between things and people, and this implies that the
material and expressive - properties and features
of things are in the centre of concern.
78
3 Anzeichen and indicator

Bonta is no functionalist, even if he made pleas for
the anonymity of the designer. To Bonta, architecture
and design is always expressive, yet expressive in
multiple ways. His view of useful artefacts in all scales
is functional, too. His ideal is that expressivity and
functionality combine into a coherent whole. In Bonta,
expressivity is related to the sign function, which means
that, since no specimen of an artefact can avoid being
interpreted as an expression of something, the artefact
is always a sign insofar as somebody actually perceives
it as a sign. Thus, the expressive quality and the design
values of modernist or functionalist architecture and
design may be catalogued as; simplicity, austerity,
sobriety, rationality etc. and, in a broader historical
context, related to ideals such as democracy, freedom
of alienating norms and traditions, free-mindedness etc
.
Apparently, the impetus to the so-called Offenbach
approach to consider design as product language is in
explicit opposition to the stand taken by Bonta (and,
in the end, Peirce as well). So, for instance, one of the
founders of the Offenbach position, Jochen Gross,
states in his review of the intellectual and political
origins of the new approach that he and his colleagues
wanted to challenge the functionalist idea of design (and
architecture) as a dumb servant [36, p. 12]. Now, the
point is of course not that design should no longer pay
service to consumers and users, but design should raise
its voice and speak loudly in a new key. Consequently,
the Offenbach researchers and teachers introduced
the notion of Design als Produktsprache, that is to say,
they wanted to treat design as the language of designed
objects, which means that the language like performance
of design is the focus of the schools theoretical
grounding. By choosing the American philosopher
Susanne K. Langers book, Philosophy in a New Key from
1942, as a master theory for their reasoning, they came
up with the concept of Anzeichen to match the idea of
design as a sort of object language [36, p. 62]. Focus
on the Anzeichen/ indicator of design prevents Gros,
Steffen et al. to suggest a simple, unmediated parallel to
communication, and in harmony with Bonta, they argue
in favour of a more inclusive conception of interaction
between design objects and their users. Contrary to
Bonta, the Offenbach researchers are generous as to
providing concrete examples of how various features of
form, material and construction objectify the indicative
functions of useful artefacts. Eventually, the Offenbach

theory of product language is modelled over the
communications matrix.
One reason for that is, perhaps, the choice of
theoretical inspiration. Susanne K. Langers terminology
is not only rather idiosyncratic (cf. Nth [29, p. 108116]. She also revised it, yet only in a half-hearted way.
In the first edition of 1942, Langer distinguished two
main sign categories, signs and symbols. Signs indicate
what they stand for, and as examples, she mentions
natural signs, symptoms, signals etc. [22, p. 35-39],
while symbols represent, which, for instance, pictures,
names, notes etc. do [22, p. 54-67]. However, in Langer,
to represent means not to stand for or substitute an
object; symbols are not proxy for their objects, but are
vehicles for the conception of objects [22, p. 61]. In the
preface to the second edition of the book (1951), Langer
admits after having read Charles Morris Signs, Language
and Behavior (1946) that she would have substituted
sign by signal in accordance with Morris terminology
if the book had been subjected to a rewrite, which,
however, it was not. The differentiation between sign
and symbol, which Langer suggests is conventional
in semiotic literature. To most semioticians it is, in
fact, the basic division of the world of signs. This
differentiation has, of course, been elaborated more or
less systematically by a number of scholars in order to
cover various ranges of phenomena. In Langer, whose
sign theory initially was inspired by Ernest Cassirers
ideas of cultural symbols, the predicament of symbol
includes examples that according to Peirce are not
conventional signs (symbols, in Peirce) but icons and
indices. For instance, in Langer pictures are symbols in
the sense quoted above; they bring forth a conception
of what they symbolize. Proper names are also being
classified as symbols. Though Langer cites Morris as
concerns the sign (as opposed to symbol), Morris
definitions of the terms differ from Langers use of
them. Morris conception of signal (that approximates
Peirces definition of the index sign) is relativistic in
that he states that all signs not symbols are signals
and as an example he gives a person who interpret[s]
his pulse as a sign of his heart condition. The persons
registration and interpretation of his pulse exemplifies
that such signs are simply signals; his resulting words
when substitutes for such signals would however be
symbols [26, p. 100-101]. The words used to diagnose
the heart condition are symbols, while the registration

of the pulse is an interpretation of a psycho-somatic
condition. Morris gives a formal definition of the
symbol by stating; a symbol is a sign produced by its
interpreter which acts as a substitute for some other
sign with which it is synonymous [26, p. 100-101]. In
other words, a symbol substitutes a signal.
In the preface of the 1951-edition of Philosophy in a New
Key, Langer states that Morris signal covers what she in
the book had named sign. Morris uses the term sign to
denote any conveyor of meaning. This principle would
have been introduced if the books chapter on the logic
of signification had been revised. Concerning the use of
the signal category, Langer further states here that;
Naturally, the term signal is widened to include not only
explicitly recognised signals red lights, bells etc. but also
such phenomena we obey as signals addressing our senses,
for example, the sight of objects and windows by means of
which we find our bearings in a room, the sense impression
that is caused by a fork in the hand of a person, who thereby
is induced to raise it to the mouth; in short, it comprises
whatever I have called sign [22, p. 18].
The German translation of Langers book, Philosophie
auf neuem Wege from 1965, which is cited in Dagmar
Steffens presentation of the meaning of Anzeichen, is
based on the original edition, which means that the
1951 preface is absent [36, p. 62]. Thus, the translation
of Langers sign, wisely enough, is Anzeichen, which in
the context of semiotics and semantics usually means
marker or indicator. Consequently, there are no signals
in the German theory. Then, the question is whether
the Offenbacher key concept really is identical with
what Morris names signal (a naming that Langer post
festum subscribed to) or to what extent it actually
overlaps, even covers, the index as elaborated by Peirce
and Bonta, respectively. If so, the above comments
on technical terminology seem redundant. If not, the
Offenbacher may have come up with a fresh perspective
on meaning in design.
Just like Bonta did in his theory of meaning in design,
the doctrine of product language promoted by the
Offenbach School adopts a perspective from the inside
of the designers trade. This means that the theory
of product language is partial from the very outset,
directed towards designers and students at design
79
colleges. Certainly, this implies that the pragmatic

perspective forces, so to speak, the protagonists to
make theoretical issues clear and accessible and to
sort out and arrange problems in models and tables
that are designed to be easy to understand. Now, the
perspective of the present inquiry is not the designers,
but more general in terms of epistemology, which
means that the agenda here is to elucidate whether
the theory of product language matches the general
requirements of a theory of the indicative or indexical
function of design. From this perspective, it is not
relevant to discuss the applicability of the insights
postulated by a theory to one among a great number
of actor roles.
The second chapter of the volume, edited (and
co-written) by Steffen, provides a comprehensive
introduction to the theoretical stand that informs
the theory of product language [36, p. 34-95]. The
theory pivots upon object functions that are, firstly,
divided into two main modalities called practical
and produktsprachliche functions, the latter being the
functions of product language, also termed sensuous
functions. Secondly, the sensuous functions are again
divided in two; formal-aesthetical versus sign (or
semantic) functions. The third binarity is established
as a differentiation of the sign functions in indicative
(Anzeichen) and symbol functions. These are the basic
components of the field that the Offenbacher want
to address, and the field is illustrated in schematic
overview [36, p. 34].
Irrespective of what the theoretical endeavours are
called design semantics or design semiotics - the
three divisions are based on conceptual choices of great
importance to the extent of the Offenbach theory of
meaning in design. To begin with, it should be noticed
that meaning is defined as a function, not a property of
objects, and, further, that function is seen in relation to
two entities; user and product. Thus, this view maintains
that the relation between user and product is mediated
by functions not the form and material of an object
but its utility. Concerning the three divisions (I-III)
the following preliminary observations can be made.
The distinction (I) between practical and sensuous
(product language) functions is somehow surprising.
What is the theoretical value and methodological point
in isolating practical functions from sensuous functions?
If the sensuous functions of the language of a given
product are not being considered an integrated part
80
of the specific practical functions, whatever they are,

does that not imply that product language tends to be
perceived as mere ornamental rhetoric? What about the
kinaesthetic experiences made while operating an object
for use and realising the functional potentials of it?.
This is not simply a pedantic, theoretical question.
On the contrary, it points to the curious fact that the
theory does not operate with further differentiations
of practical functions. Apparently, they are seen as one.
The second division (II) concerns a differentiation
between the aesthetic function of form and the sign
function, that is, the meaning function of product
language. This distinction is surprising, too, for,
accordingly, aesthetic functions are viewed as some
thing other than sign functions. Of course, aesthetic
stimulation is one effect of the sensuous functions, but
to exclude what people have of affections and sensations
from the semiotic or semantic functions of objects
seems unjustified, and in fact not well grounded in
the presentation of the Offenbach project.
The third division (III) into indicative and symbolic
functions also calls for a short comment at this stage.
Both functions are conceived as sign functions, and the
question is whether the two are identical with how
the function of sign categories is defined in Peirce.
Superficially, that is, as concerns terminology, whether
the indicative and symbolic functions correspond
to Peirceian indices and symbols. However, Peirces
conception of symbol is considered too narrow with its
emphasis on conventionality [36, p. 24], and in Steffens
chapter on symbolic functions [36, p. 82ff] it is stated
that the Offenbacher subscribe to Susanne Langers
reworking of Cassirer as to the cultural meaning
of symbolic forms. To this position is added some
inspiration from Gestalt psychology (Rudolf Arnheim)
and the psychoanalytical method (the so-called deephermeneutic method) proposed by Alfred Lorenzer.
In accordance with Langer, then, symbols give rise to
conceptions. In the Offenbach approach, conceptions
are of what is symbolized qua the language of an
object perceived as a sign. From both Steffens and
Gros accounts of the symbol, it becomes evident that
symbolic functions include a variety of sign functions
that in Peirce would have been categorized as examples
of the indexical sign meanings. Furthermore, the
Offenbach symbol also comprises both a number of
conventional signs and series of more or less unruly
associations that may say something about a given
individuals imaginative power to get ideas or create

phantasms, but nothing substantial about the object
itself. So, for instance, possible associations are male/
female, young/old, friendly/aggressive, stiff/movable
etc. all vey elastic, all very elusive, as most affective
reactions are. On the other hand, the category of
symbol also extends to a great variety of stylistic
features. Some are in fact genuinely conventional
(e.g. company style, designers style etc.), while other
examples are not conventional in any proper sense
(e.g. the style of an era (Baroque, Classicism,
Modernism etc.)). A baroque joiner could not have
decided to construct a modernist cabinet. Hence,
a baroque cabinet is an index of baroque product
culture, since its material and physical properties are
perceived by the critic or historian and, in the same
analytical operation, related to a past milieu. Thus,
a cabinet from any historical and contemporary unit
or segment of product culture may be interpreted
as an icon (property). The properties are of interest
as an index (properties seen in a causal relation to
what conditioned them). A baroque cabinet manifests
baroqueness, irrespective of it being interpreted or
not. Baroqueness is a property or quality, and it only
exists due to a great number of cabinets exhibiting
shared visual and objective qualities. The label Baroque
is just a name, hence an example of what Peirce calls
a designator index.
The classification of functions seems to come short
of both the inclusive ambition, which is indicated in the
schematic overview [36, p. 94-95], and the aim
of focussing on humans sensuous encounter with the
expressive functions of design. This statement is, as
remarked earlier, not a criticism of the Offenbach
approach, but just an element in a critique of the index
category and the indexical/indicative function of things.
The schematic overview cited above (construed by Gros
and Steffen) is an excellent illustration of the whole field
of inquiry addressed by the Offenbacher. A number
of catch words organized diagrammatically according
to further subdivisions of the three more principal
differentiations commented on above demonstrates
how valuable this approach is. The final part of the book
is called Product interpretations as cultural study, and
it comprises a number of, for the most part, brilliant
analyses of a great variety of cases. These case studies
document the power of detailed scrutiny of indicators in
the Offenbach style. In fact, most of the sign functions
in focus in the case studies are indicative functions,

irrespective of the classifications commented on briefly
above and illustrated in the tableau by Gros and Steffen.
In that way, the privileging of indication seems justified.
However, the theory of the Anzeichen could have been
elaborated further and sophisticated in order to attain
a more solid grounding of it. Even if the Offenbach
approach provides one of the most comprehensive
and focussed in the field, the ordering of problems and
classification of functional and pragmatic aspects of
meaning formation in design, leave a set of pertinent
theoretical and epistemological problems open and
partly unsolved.
To mention only the most acute problem, the
classification of sign functions is not in accordance
with the most accepted contemporary terminology,
nor does this classification meet the requirements of
common sense as concerns semiosis, the sign function.
For instance, no grounds are given for handling
(theoretically) the form-aesthetical issues as non-signs.
The aesthetical functions of form are (in the style of
Alois Riegl and Heinrich Wlfflin) organized in a series
of binary oppositions of order vs. complexity (e.g.
simple/complex, closed/open, clear/unclear, balanced/
unbalanced etc.). It is difficult so claim such formal
characteristics to be non-sensuous or non-expressive.
On the contrary, as formal qualities they are essential
ingredients of the indicative function of an object, and
since the articulation of such qualities is part of the
designers job, it seems quite reproachable to exclude
the aesthetic of form from the system of signs. If the
Offenbacher had included the form-aesthetical qualities,
the two signs in the classificatory system (indicators and
symbols) would have been better described, and if the
sign functions included in the latter category had been
sorted out in icons, indices and symbols and organized
in accordance with the comments given above, the
whole functional logic of the theory of product
language would have been transparent. Thus, objective
properties and formal qualities could have been
classified as icons, and focus on how overall qualities as
well as the concrete details are addressing or appealing
to the user would certainly have foregrounded the
indexical sign function. In the Offenbach model,
indexical or indicative signs are divided into categorical
indicators (that allow an identification of both object
category and a unique objects present conditions), and
functional indicators (giving hints at the handling and
81
usage of an object, as well as its presence in time and

space in the vicinity of the human actor). Both types of
indicators may be natural (part of the object as such)
or artificial (added graphic signs giving instructions on
how to operate the object on/off, max/min etc.).
It should be remembered that what Bonta aims at as a
professional ideal by putting emphasis on the creation
of intentional indicator as the moral task of the designer
is to eliminate artificial indicators in his terminology:
signals from the genuine repertoire of the designers
paradigmatic choices.
Another issue, which was pointed at in the beginning,
is that of unrestricted semiosis. As mentioned,
proponents of so-called product semantics often
claim that semioticians have problems with multiple
meanings (e.g. Krippendorff [20, p. 98f., 21, p. 276277]. Product semantics allegedly has no such
problems, nor do the Offenbacher have, for, as hinted
at in the preceding discussion, they simply employ a
very inclusive conception of the symbol category that
apparently allows, even invites, all kinds of associations
as adequate. There is a problem here, a problem that
Peirceian semiotics has a methodological answer to.
The sign process, semiosis, emerges when a sign is
interpreted, that is, when an interpreter infers the
type of relationship between sign (representamen) and
its object. This inference produces an interpretant, an
understanding of that relationship, by (re)construing the
object. In the first instance, the (re)construed object
is what in Perceian terminology is the immediate object.
Further scrutiny may result in a broader and more
elaborated and precise understanding, and the resulting
knowledge is termed the dynamical object.
The identification of the immediate object may be
uncertain and vague. However, the identification will,
as one or more dynamical objects are established,
gradually become either more accurate or falsified.
This means that wrong ideas (interpretants) of what
is represented in icons, indices or symbols will be
detected. Thus, a sign a material entity cannot just
mean what so ever, neither in semiotic, nor in semantic
terms. An observer or a user may of course read or
attach the most idiosyncratic meanings to things, but
this is of no interest methodologically. What counts
in general, and for the designer in particular, are the
meanings that actually are materialised in an objects
physical properties. What else?
82
4 Conclusion and perspective

Design researchers, both theorists and practitioners,
are of course interested in establishing firm grounds
for addressing how things appear and appeal to
people, and, reversely, how people relate to things for
different reasons. Designers and design educators may
approach the problems discussed above in ways that
differ from the ones employed by critics, theorists and
historians. No singular path, however, represents the
privileged approach, as long as concepts, categories
and predicaments are kept straight and grounded in
sensible and well argued definitions. The conclusion to
the problematic of meaning in (and of) things is, in the
present context, that to conceive objects as indicators
and intentional indicators opens a way to a sensitive
and detailed study of how makers and users actually
relate to things in multiple ways. A focus on indexiality,
as suggested here, allows much more sophisticated
findings to emerge than metaphorical talks about things
not communicators as communication (e.g. Barnard [1,
2]; Crilly [8]). As a matter of fact, then, design research
(that is to say, design studies beyond marketing,
shopping, consumption, identity building etc.) and recent
developments in material anthropology actually meet
in a common effort to give priority to the material
quality of things. In particular, the posthumous work by
Alfred Gell, Art and Agency [12] has marked the starting
point of a new interest among anthropologists and art
historians in the materiality of, say aesthetic objects
including (high) art works as well as humble objects for
use. This new interest marks a paradigmatic shift from
the study of consumption as a key to an understanding
of contemporary, late- or postmodern culture, to a
study of the role of materiality in meaning construction
(cf. Miller [24, 25]; Gell [11, 12]).
The idea behind the new approach is to focus on
materiality as such as a source of meaning, and more
specifically, Gell and protagonists (e.g. Pinney & Thomas
[31]) even suggest the possibility of talking about
objects having a kind of intentionality, without risking
accusations of being animists or fetishists. In short, what
is intended with this approach, is not to give a new or
conclusive definition of the broad category art, but to
define and analyse how and why people react in both
rational and irrational ways to things. Especially, what is
interesting is the social relations mediated by and with
art-things. The relations of particular interest are those
that emerge and unfold in the special settings that Gell

calls art-like-situations where art-things function as
indices. Gell explains; I propose that art-like situations
can be discriminated as those in which the material
index (the visible, physical thing) permits a particular
cognitive operation which I identify as the abduction
of agency (Gell [12]; cf. also Watts [37]). Thus, the
key words are index, abduction and agency, and
Gells idea is that observers and users of objects are,
by inference, attributing agency to material tings an
ability of things to act upon people, who subsequently
react in accordance with the social conventions of
art-like-situations. Such situations could, without any
methodological problems, also include design-likesituations. The point here is that design-like-situations
are situations, in daily life as well as on special occasions
(e.g. museum shows), in which observers and users
of utensils relate themselves physically to, and thus
are affected by, the material qualities of things. The
relation comprises both motor functions and emotions.
And also, such situations are characterised by the
expectations from the part of observers and users
expectations concerning the material intelligibility
of things. That is what the indicative sign functions in
design are all about.
6 B uyssens, E. (1967). La communication et larticulation

linguistique (revised edn.). Bruxelles: Presses Universitaire de
Bruxelles.
7 Cherry, C. (1957). On Human Communication (2nd edition).
Cambridge, Mass.: The MIT Press
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the validity and utility of relation intention to interpretation.
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Acknowledgement
is Communication, then who is the Sender, Who is the
I want to dedicate this paper to my late colleague

Anne Borup (1959-2010), who was killed in a tragic
traffic accident on May 21, 2010. Im grateful for her
contributions to our intense discussions of the function
of indicative signs during the spring of 2010.
Receiver and What is the Message (in print; paper to

the 10th World Congress of Semiotics, Culture and
Communication, September 2009, La Corua, Spain).
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84

s.u.boess @ tudelft.nl
Seeing things differently: Prototyping

for interaction and participation
Abstract
This paper reflects on the notion of prototyping for
interaction and participation in design by looking at
the arguments that have been given about its purpose
and benefit. It then explores how these arguments
play out in a practical case study in which design
students set up participatory sessions and reflect on
the effectiveness of prototyping in them. Conclusions
include that the term prototype remains a source of
potential misunderstandings, that a true exploration
of prototyping requires smaller exercises and more
iterations, and that interactions in prototyping sessions
need attention in order to enable participants to really
explore future interactions.
Keywords
Prototyping, Prototypes, Interaction, Participation,
Things
1 Introduction
People encounter and use products, systems and
services in new and complex ways. This makes it
necessary to prototype interactions early in design,
enabling users and other stakeholders to experience
(part of) a use situation before design concepts have
been fully developed. Design prototypes have been
described as explicitly representing the function,
behaviour and structure of a design at each relevant
stage of a design activity [1]. Prototypes can also be tools

to share knowledge, even implicit knowledge [2, 3].
Differently put, they can be catalysts through which
implicit knowledge is made explicit. This we explore
in this paper.
1.1 Prototyping in design
How has prototyping been used in design? Buchenau
and Suris 2000 conference paper Experience
Prototyping [4] is popular and often used for
inspiration by interaction designers and design students.
While still highly inspirational in making innovative
practical suggestions, it was not strong on arguing
the advance in design thinking it represented. Perhaps
our practical understanding in design tends to run
ahead of our theoretical understanding? Consider
how Buchenau and Suri described at the time what a
prototype actually is. They stated that "Prototypes"
are representations of a design made before final
artefacts exist. The purpose of prototypes is to
explore and communicate propositions about the
design and its context. While Buchenau and Suris
prototyping and design research efforts were still
mainly directed at a design, developments in design
research around the same time became more broadly
directed towards lifestyles [4] product contexts [6], use
experiences [7] and the product milieu [8]. In these,
a variety of interventions conceivably contribute to the
improvement of circumstances, via services, products,
85
systems or simply improved participation. Design is

not just about new products and new technology, but
also about the way (new) objects, services, systems and
lifestyle choices fit into life contexts. Designers have
to be able to make todays and tomorrows digital and
complex artefacts amenable to human interaction [9,
10, 11]. So design should also be about encouraging
social arrangements that provide for the necessary
time and resources needed to incorporate unfamiliar
artefacts effectively into relevant forms of practice, as
Suchman [9, p. 182] advocates. Besides this, while design
is often promoted as being able to generate innovation
and hence new business opportunities and to make
innovation acceptable, it can also extend into areas
where it contributes to more participation in societal
developments (e.g. [12]).
In prototyping interaction, one can look at any things,
old or new, as experience prototypes in a context.
Things always help to elicit and prototype experiences
and interactions that people have. But is it just
the objects we should be describing as experience
prototypes? Will this not just throw us back on looking
at the objects again, at the aesthetics of appearance
of [what we perceive as] behaviourally passive objects
[13]? They are seemingly epistemologically stable,
because they have a physical manifestation. But we want
to consider them in close connection with interaction,
the material without qualities [14, p. 3].
Significant advances in this have also been made by
Sanders [15] who developed sets of prototyping tools
where both existing and imagined contexts and future
designs are given abstracted physical form. Potential
users can interact with those artefacts and manipulate
their shape and configuration (velcro modelling).
This produces insights on needs for future
circumstances. This echoes Brandt and Grunnets work
[16]. They experimented with highly generic shapes in
order to be able to project participants stories and
perspectives on them freely. Djajadiningrat, Matthews,
and Stienstra [13] took a different route. They report
on exercises in which they sought to make physical
things express possibilities for and invite human bodily
movement, thereby extending the field of attention
from the objects themselves to the actions that are
carried out with them. None of these authors provide
explicit guidance yet on how designers can be enabled
to generate and work with prototyping for interaction,
and to understand the difference between working
86
on objects themselves and working on interactions

of which objects are a part. Even representing the
invisible by abstracted physical objects (as Brandt and
Grunnet [16] did) still holds risks for designers to focus
again on the material qualities of those things, since this
is what they are trained to do.
Our focus then, is on any kind of prototyping activity
that might be used to direct our attention to the
interactions in a particular context rather than to an
intended design solution. We look at how designers
can set up, carry out and evaluate this prototyping
and its effects. We should treat any design efforts we
make in setting up a prototyping session as just props
in an interaction, and broaden our focus from what
happens with an object to what happens in a context
and how objects affect that. Buxtons [17] proposal in
this respect was to even drop the term prototype,
and instead to talk directly about sketching user
experiences. What are prototypes if the goal is to
investigate experiences and interactions? How are they
used? The prototypes in question should not be seen
as representations of a future design, but as [things plus
interactions] of some kind that have some effect in a
given context. They are carriers of insights that serve
to inform future design efforts, but not in themselves
representations of future designs. We are mainly
interested in the process of prototyping.
1.2 Method: a case study on the prototyping for
interaction and participation course
This paper approaches these questions through a case in
which Industrial Design Master students use prototyping
as part of stakeholder sessions in an elective course
called Prototyping for Interaction and Participation.
This paper sketches the set-up of the newly developed
course and how it seeks to put prototyping activities
in the service of insights into a context. The aim of
this case study is to gain insight into the effectiveness
of interaction prototyping as a participation and
communication tool for design. The students themselves
contribute as student researchers to this research aim,
reflecting on their activities in a structured way. While
the empirical material of this paper draws on design
education only, its applicability is seen as broader. It
is part of an exploration of new ways of designing in
which designers take on a role of facilitators rather than
genial creators. The course was set up in such a way
that students are enabled to make a transition from
looking at things as ends, to things as means. The goal

for the students is not to design or redesign towards
a final artefact. The artefacts the students generate
are not representations of a design, but catalysts,
exemplars in representing stakeholder perspectives and
interactions. We are focused on how people interact
with each other, as well as on the ways things play a role
in their interactions. The course is intended to serve
students in becoming attentive to the possibility of
using their design skills and results as tools for inquiry.
For this we derived some preliminary guidelines from
initial reflections on our previous design education
efforts [18]. In order to encourage students to see their
designing as part of inquiry, we seek to:
- Build on students enthusiasm for making things;
- H ave them experience and play with the balance
between appearance and content;
- H ave them explicitly reflect on things they make from
a research perspective: with research questions on
situations and the role things play.
While our education efforts are intended to contribute
to shaping a more inquiring designer, we also, at the
same time, use the course to explore new research
stances that are more suited to designerly modes of
inquiry. We want to explore together with students
how they can use their design skills and results as tools
for inquiry.
The authors monitored all of the activities described

above from an action research perspective (as laid
out by e.g. Robson [19]). They observed and recorded
the activities, while also being substantially involved in
planning them. The students were also asked to reflect
on the success of their own activities. This was a built-in
part of the course, and simultaneously of the research
approach. The collaborators on the course design, who
are also the authors of this paper, also peer reviewed
the success of the activities throughout the course.
Because the monitoring went on throughout the entire
course and because the research was exploratory, an
open qualitative research stance was adopted, with
attention to the three preliminary guidelines presented
above. In a future inquiry that focuses more on specific
details, a smaller sample of activities could be taken
as data and specific design activity aspects could be
investigated as in [20].
2 The course Prototyping for interaction

and participation (PIP)
The course focuses on creating insights into the use of
prototyping in stakeholder sessions. The students use
research and design techniques in the course. They are
not in the first place a designer generating solutions.
Rather, they are a researcher using their design skills to
generate insights and future directions. That is why we
conventional
Design for

design process Interaction Prototyping for Interaction and Participation
designer
designed
product
current
interaction
s
context
design +
use v1
designer
Fig. 1. A schematic
illustration of
differences in aims
of the Prototyping
for Interaction and
prototypin
g
stakeholde
r
Participation course
and a design process:
PIP is seen as a
participatory rather
than a design process.
product
use
use v2
- v .
future
interaction
s
future
interaction
s
The figure shows that
insights,
shared
views
it can function as a
stage in a Design for
Interaction process.
87
use the terms artefacts, props or prototypes rather

than design solutions for the objects the students
create as part of the course. The students prototype
by creating participatory sessions in which they use
props, sensitizing objects, future products, settings and
scenarios to enable users to simulate existing and future
interactions. In order to indicate how this differs from
a design process, Figure 1 is used in the course to show
how the course is aligned to a Design for Interaction
perspective and process:
The aim of the course for the students is twofold, or
rather, on two levels (see Figure 2). The course focuses
on creating insights into the use of prototyping in
stakeholder sessions:
- at an overall level, in which they reflect on their work
as a whole: on how effective their chosen design and
research techniques are in generating insights about,
with and for people
- at a topic level, in which they generate and
communicate insights for the case owners and
stakeholders on the views and discoveries of the various
stakeholders on possible future interactions.
Overall course aim:

You generate insights on the benefit and effectiveness of
prototyping in a stakeholder meeting. You start by posing
questions for this to answer at the end of the course.
These should be useful to the design discipline by improving
the knowledge on how users can be involved in design.
Sub aim:
You generate insights on needs, concerns and future
interactions of the stakeholders. You work on a case.
You draw up a plan for a session in which you work
together with your stakeholders. Your insights should
be useful to the stakeholders and to the case owner.
Fig. 2. The overall course aim and sub-aim as it is communicated

to the students
The students work on cases that have several

stakeholders with possibly conflicting interests.
By working with the stakeholders in a participatory
session, the stakeholders can become aware of each
88
others perspectives, needs and concerns, and they can

explore future interactions together.
The course content is also reflected in the course
approach. Each aspect of prototyping in stakeholder
sessions is itself prototyped in workshop sessions with
the students before they actually carry out the activity.
Near the start of the ten-week course, there were
lectures, workshops and exercises on the following:
- a lecture and collection of background literature
on various techniques of prototyping for interaction
- a lecture and exercise on communication issues
in stakeholder meetings
- a workshop on a practice topic that included
prototypes and prototyping (Figures 3 and 4)
- a guest lecture on practical cases of using prototyping in service design.
2.1 Course topics
The topics for the course are chosen so that there
is no clearly discernable product goal, but a context
that invites some form of insight and intervention.
This strategy is chosen in order to discourage the
students from focusing on their design, where the
context around it ends up peripheral after all. Rather,
the strategy wants to encourage the students to fully
engage with the context and the needs and concerns
of the people in it. Any designs that the students make
should serve to enable stakeholders to understand their
own and each others needs and concerns, first. The
students work in teams on a topic. The topic are prearranged for them, with initial contacts made available.
The students have to make contacts with some of the
stakeholders themselves. The topics were acquired by
approaching companies and institutions, explaining the
aims of the course and enquiring with them whether
they have a question that fits the course aims. Two
topics are discussed in this paper. Each topic was
tackled by a team of three students.
My first toaster. Electric household products are
increasingly directed at children through child-appealing
design. Children as young as 2 years old are attracted
to them. The Food and Consumer Product Safety
Authority (FCPSA) assesses the risks of products to
consumers and advises the government on how to
deal with those risks, for example through legislation.
Child-appealing electrical household appliances are
a new phenomenon. How do these new types of
products enter the lives of families? Children are getting

more used to owning electric and electronic products
themselves. Does this bring changes in risk perception
and behaviour? The challenge for the PIP student
team is to devise a participatory session in which they
enquire how parents and other educators deal with the
risks their children face in daily life, particularly with
regard to child-appealing electrical appliances and other
appliances. The results of the students work should be
recommendations to the FCPSA for their policy advice.
Stakeholders in this context are the children, parents,
other educators, the FCPSA, and the companies
that make and market such products. How can their
perspectives be made heard?
Technogirls. Delft University of Technology (TUD)
wants to increase the diversity of its students through
activities directed at schoolchildren, particularly girls
and children with an immigration background. For
example, they run weekend workshops for girls of
14-16 years old, who at that moment have to decide
whether to opt for technical modules at school. If they
do, it prepares them to enter a technical university.
The responsible TUD department has gained quite
some experience in how to serve the needs and
ideas of girls well. But the TUD thinks that more is
possible. The schoolgirls who attend TUD events are
welcomed and mentored by a specially trained team
of TUD students. The PIP student team is challenged
to devise a participatory session in which they enquire
how the student mentors can work empathically
with the schoolgirls and mentor them in a way that
corresponds well with their life experience and
perspective. The results of the students work should
be recommendations to the TUD on what they could
do to advertise to schoolgirls better.
2.2 Course activities and results
The students started their practical work in the course
with a practice session on a case that was provided, to
explore prototypes and prototyping (Figures 3 and 4).
In their own work that followed, both student teams
struggled to find stakeholder representatives and
resolved this by first researching the perspective of
some stakeholders separately and then incorporating it
in a session with just one to two types of stakeholders.
The students produced plans for their sessions and
Fig. 3. Students working on the practice topic: putting

themselves in the role of stakeholders and brainstorming on
stakeholder needs and concerns. Following this, they devise
scenarios and prototypes using simple materials in which these
needs and concerns come to the fore.
conducted one to two pilot sessions of their session

set-up.
The My first toaster team conducted a session
with four parents of young children and one child
psychologist. The session had four kinds of prototyping
in it (Figure 5):
- browsing a catalogue with a mix of child-appealing
electrical appliances and actual childrens toys in it.
This was for the start of the session and for discussion
of what kind of toys their child would like or had
already.
- a role play of an early morning rush in a real kitchen
and in two versions: with a child-appealing toaster and
with a normal toaster. In each role play, one parent
took the role of parent and another parent the role of
a child. This served to enable participants to connect
with real situations from their life both in terms of
89
Fig. 4. Acting out a scenario: a guest

designer, asked for creative input by a
company, converts all their grey ideas
into colourful ideas (prototypes:
turning white sheets into glossy
colour sheets) using a magic pen trick
(prototype: a particular movement
with a stick in his hand).
things that are involved, as in terms of actions they do

and habits they have. The participants could express
their own insights from this in a discussion that
directly followed.
- discussion of a metaphor, in the form of a set of four
candles. The candles represent a safe and a non-safe,
and a child-appealing and non-child-appealing product,
respectively.
- making of an artifact. The participants were presented
with a cardboard version of a toaster and invited to
make the product child-safe, while remaining child
appealing. A range of tinkering materials was provided,
such as clay, paper and markers.
All four kinds of prototyping resulted in valuable
insights. The catalogue, only intended as a warm-up,
already brought insights into family rules. The role
play provided insights for the student team when they
observed it, providing insight into details and actual
behaviour of the parents lives with their children.
The candle metaphor was the least useful because
the participants took it literally rather than as a
metaphor and started to discuss the dangers of candles.
Participants also did not do anything with the candles,
just discussed them pictures would have sufficed just
90
as well. Nonetheless, discussing them provided insights.

The artifact making revealed details of what makes
appliances child appealing and how this can be avoided
where risks have to be prevented, for example touching
of hot surfaces. But participants did not manipulate or
modify the cardboard model provided as a basis. The
students speculated on several possible reasons for this:
- because there was only one model to share among
five participants
- because the model was made by the researchers
suggesting ownership
- because the amount of tinkering material provided
was overwhelming.
All of the prototyping activities included discussion,
and this in itself brought many insights. The students
uncovered many practical aspects of the prototypes
that fostered or hindered the emergence of insights.
For example, having only one catalogue and only one
cardboard toaster hindered the participants expression
in terms of hands-on doing, but facilitated a lively
discussion. Making a role-play with a hectic scenario
introduced some stress into the session that hindered
reflection on issues somewhat.
Fig. 5. From left to right and top to bottom: the catalogue, the
metaphorical candles (top: childsafe products, bottom: nonchildsafe products. With child-appealing styling elements on
the left side, without them on the right side), the role-playing
of parent and child in a rushed early-morning scenario, and the
artefact making with a cardboard toaster (real toaster in the
foreground).
The Technogirls team conducted a session with two

male participants involved in mentoring schoolgirls
during promotional activities of the TUD, and one
female participant who was now an Industrial Design
Engineering student but had to make the choice for a
technical profile herself while still at school. The session
contained three kinds of prototyping (Figure 6):
- a warming up at the start of the session in which
participants where challenged to build the tallest paper
tower. This was to generate energy in the session
and to already appeal to a feel for and affinity with
technical problems with the participants.
- filling an influence map game board. Cards provide
topics to talk about and can be arranged on the
map. The cards show people and topics that might
influence schoolgirls in choosing or not choosing a
technical profile. Empty cards are provided for possible

additional topics. The map has a positive and a negative
half. The schoolgirl is represented in the middle. Rings
represent lessening influence with distance from
the middle. All influencer cards can be used twice:
to represent a positive and to represent a negative
influence. The participants are instructed to discuss
the influences while filling the game board and to think
of scenarios in which the influences come to the fore.
- two role plays: first, one in which participants play
the most interesting scenario for a negative influence
that emerged from the influence map game. This is
followed by a brainstorm on possible solutions to
undo the negative influence. Then, another role play
that improvises a possible future interaction and its
characteristics.
All three kinds of prototyping resulted in valuable
insights. The paper tower challenge, however, brought
the least insights. No explicit findings came from it.
But it did function well as a high-energy warm up.
The influence map, having gone through two iterations
in pilot testing, worked well. Participants started using
it with no hesitation. The board served as a playing
field for the discussion, and facilitated the discussion
91
Fig. 6. The prototypes used in the Technogirls case.

Top row: the paper tower challenge. Middle row: the
influencer map board game. Bottom row: the role play.
First picture bottom row: a girl coming home with her
end-of-term grades, not feeling confident and the parent
discouraging choice of a technical profile. Second picture:
grade sheet made up in the session. Third picture: a future
interaction: information evening for parents and teachers.
A university representative informs them that the same
grades are often interpreted by parents and teachers as
more fitting for a technical university study if they are a
boys than if they are a girls grades.
of possible negative influences from people that were

themselves participants in the session. On a down side,
the discussions sometimes drifted into role stereotypes
and superficialities. The role playing activities were
somewhat hampered by the fact that participants roles
were partly so close to those played that they had
difficulty sticking to their role, falling into their own role
instead. Nonetheless, the role playing really contributed
in that actions of stakeholders were explored in more
depth and realism than in the influence map.
The student group were satisfied with the outcomes
of their session. However, they regretted not having
included a more co-discovering form of prototyping
in their session. The influencer map game was
92
something the participants clearly understood as

something to just be used, not to be modified in any
way. For the role play, too, the participants did not
devote much attention to possible things involved in
it, instead focusing on communication issues between
stakeholders. They did, however, create a prototype for
this: an information evening in which one stakeholder
meets and informs others.
3 Reflection
The reflection is a result of the combined monitoring
activities that took place throughout the course. The
reflection is structured according to the guidelines
the course organizers had set themselves in order
to foster prototyping activities that are oriented to

interaction and participation. It includes the students
own reflection on their Overall Goal that they provided
as part of their course deliverables and in a discussion
that took place at the end of the course. The students
research results for the stakeholders are not included
here because they contain stakeholder relevant results
but do not contribute to the methodological aim of
the course.
3.1 Build on students enthusiasm for making
things
In the course, the students are required to make things
to be used as part of a stakeholder session. The
assumption that lies behind this is that design students
are intrinsically, and by training, interested in making
things. Building on their design knowledge, skills and
attitude helps them to become more confident about
their abilities to conduct research and to experience
the added value that designerly qualities can bring to
a research process.
As could be expected, the students quickly came up
with simple and effective artefacts for the practice topic
as well as their actual topic sessions. However, the
students spent less time and energy on the generation
of props for the session than could be expected.
Why is this? A possible interpretation is that they
were distracted by the complexity of the issue they
had been given to address. For the practice topic, they
had been provided with a clear situation within which
interactions could be imagined. Both of the actual topics
they then worked on, however, implied situations that
were not very easy to stage for the students. The My
first toaster team had to engage with the situation of
parents and young children in the home. They devised
a role-play in which parents amongst each other
played a parent and young child during the morning
breakfast ritual. The Technogirls team were organising
stakeholders among busy study advisors in schools and
were trying hard to devise a session set-up that holds
benefits and interest for the diverse stakeholders. They
had to settle for a minimal version of their session
because of stakeholder availability.
In their own prototyping activities, the students main
attention was on making the prototypes suitable for the
elicitation of stakeholder perspectives. During the tutor
meetings, too, most of the discussions revolved around
the elicitation of stakeholder perspectives and the fit
of the students activities with their research questions

for the overall aim and sub-aim. What had not been put
in the foreground was a playful, iterative and generative
interaction with things, and how such interactions could
be used to answer questions. This was so during the
lectures and workshops at the beginning of the course,
nor during the tutor meetings with the students. The
students reflected at the end of the course that they
were more occupied with planning the session and
with getting it right for the stakeholders than with the
prototyping.
In order to facilitate more playful design thinking in
the course, and a more exploratory engagement with
sketching and prototyping as a mode of inquiry, it is
conceivably necessary to encourage and address this
explicitly. A socially complex topic like the ones the
students had been given, adds a lot of cognitive load
for the students. It may be a risk with this kind of
topic that students or designers get too focused on
the perspectives and on social relations and actually
lose too much of their focus on the quality of the
prototyping process, the intended effect they want
to achieve.
3.2 Let students experience and play with the
balance between appearance and content.
Making things look too good from a design perspective
might make the people who will have to use and interact
with the things feel reluctant, afraid to make mistakes
or modifications. Furthermore, making things look too
definitive could give people the impression that there
is no room left anymore for their own interpretations.
Getting the right balance between appearance and
interactions is therefore essential in successfully
making things for research. The quality of the students
research can therefore conceivably be improved by
having the students make and try out different versions
of something, and evaluating critically the balance
between design and research in their own work.
The students successfully resisted making the artefacts
fully designed or perfect. However, differences can
already be discerned in how well different types of
prototypes worked for the students. For example,
the My first toaster team had a real toaster with
presumed child-appealing elements made available
to them, to use as part of their session. They included
a re-design exercise for the participants of their pilot
session. For this, they provided their participants with
93
the actual toaster and play-doh, so that participants

could modify the toaster with it. Given the assumption
that the students are enthusiastic about making things,
this was surprising. It would have seemed to be more
logical for them to make, for example, an abstracted,
simplified versions of a toaster so that their research
participants could manipulate and modify them more
easily and more radically. In a tutor meeting, the
students were advised to try exactly this, and they
did: they created a cardboard version of the toaster
and provided their participants with plenty of simple
craft materials with which to modify the toaster model
(image of this will be supplied with final paper). Still,
as before, the participants were loath to modify the
toaster model. The students concluded that this time
this was because they had only provided one toaster
model for five participants to modify together. The
students motivation to do so had been to encourage
shared discussion rather than individual silent tinkering.
The unexpected effect, the students concluded, was
that the five participants were reluctant to make
changes to the model that would be irreversible,
thereby taking away another participants opportunity
to make other changes they in turn might want to make.
The other student group did not make use of a readymade product but made up prototypes that were tools
for insight rather than actual things themselves. They
found it easier to modify those props and to make them
well adapted to the participants interactions with them
in their session. As has been found elsewhere, it seems
that here too, finished things impeded rather than
encouraged session participants to view and interact
with things freely and generatively (e.g. [2]).
Finished-seeming or singular things can, however, serve
another function. While the toaster and toaster model
were not useful as participation tools in for example
Sanders [15] sense of co-creation, they did serve as
tools for communication, as things to think with. Both
groups reported that presenting things resulted in lively
and insight-giving discussions among the participants.
However, it remains unclear whether, for example in the
toaster case, the participants thought they were being
asked to explore their perspective towards the topic or
whether they thought they were being asked to redesign
a thing. The toaster was partly a representation of
a design, and partly a tool for communication, with
room for confusion for the participants between
94
these aspects. This needs to be addressed better in

future iterations of the course guidance and students
prototyping sessions: types of things need to be
paired up with types of interactions and it needs to be
explored and tested which work best with which and
what kinds of insights each combination produces. For
example, finished things would be used to enact and
explore existing interactions, whereas clearly unfinished
things could be used for generative exploration of new
interactions. More detailed assessments of the benefits
of various combinations could emerge from smaller,
more iterative experiments students could make in a
future edition of the course. The students of this edition
also came to this conclusion in their reflection.
3.3 Let students explicitly reflect on the things
they make from a research perspective.
This was encouraged by making a reflection an explicit
part of the course design itself. The students were
required to produce a research plan in order to
generate insights on the benefit and effectiveness of
prototyping in a stakeholder meeting. They posed these
questions at the start of the course, to answer at the
end of the course. These should be useful to the design
discipline by improving the knowledge on how users can
be involved in design.
As is often the case, the students struggled to come
up with meaningful research questions at the beginning
of the course. This, however, was considered part of
the learning experience. Only through experience one
can come to meaningful qualitative research questions.
And even then, important questions may emerge only
during a study and cannot be anticipated beforehand
which is, after all, the benefit of qualitative, exploratory
research. The students conducted one to two pilot
sessions before their actual stakeholder session. During
the pilot sessions they observed how the participants
interacted with the things they had prepared, and
quickly adapted the things to suit the dynamics of
the session and the usability for participants better.
They noted, for example, that size of the objects they
had made mattered greatly in how well they allowed
participants to interact with them. They found that
once they increased the size of a game board they had
designed (Figure 6), participants found it easier to use
it, spending less time in trying to understand what was
asked of them and instead being enabled to spend more
time actually using the artefact to explore the questions

at hand. While with this the students had achieved the
learning goal of being attentive to how their artefacts
worked in the context, their finding remained as yet
limited to mainly a usability issue. During their analysis
phase, the students were advised to broaden their
analysis to aspects like context, finished-ness of things,
social dynamics of interaction with things, what kinds of
insights different activities generated, and acceptance by
participants. They did so in their reflective report, but
later said to regret that they could only report on this in
retrospect, but not do anything with it anymore, like for
example comparing different types of prototypes directly.
The students became aware of the relevance of context
because of large differences between their pilot sessions
and their actual sessions in how their participants
responded in their sessions. They conducted the pilot
sessions with fellow students or with lecturers. While
those had been chosen in such a way that they had
some affinity with the session topic (the students had
personal experience of having made a technical profile
choice, and the lecturers were actually parents of young
children), they acted quite differently to the actual
session participants. The actual participants turned out
to engage with the session tasks more enthusiastically
than the pilot participants had done. This made clear
how important the context is for the participants, and
how important it is to be attentive to how they see
their own role. The pilot participants acquaintance
with the students may also have played a role.
At least this insight leads the students to reflect and
focus on the perspectives and on social dynamics in
a participatory session.
A related observation is that the terms prototype
and prototyping continued to provoke questions
throughout the course. What is a prototype? What is
it a prototype for? When the students analysed their
session data, they were asked to approach it by moving
from their insights (derived from careful video analysis
of the stakeholder sessions) to recommendations for
the context, to examples of possible future interactions
as prototypes of interactions. The terms prototype
and prototyping , and our choice of focus on the latter
as an indication of the process, could be addressed
more explicitly still in the course. Using both terms can
help students understand the difference between them.
The next course will be more explicit in this. It will

direct the attention to the use and effect of prototypes
and how one can seek to facilitate it, and to contrast
this with the making of a prototype as a goal in itself.
3.4 Conclusions on the reflection
The reflection that has been presented here, served
to inform and enrich our considerations of what
prototyping is and what its purposes and effects can
be when the goal is steer designers attention towards
interaction and participation. We have identified some
issues that deserve attention in developing a prototyping
approach that is directed towards interaction and
participation. Organizing participation and including
stakeholder perspectives introduces complexities for
designers, both on a content level and on the level
of practically organizing a session. This complexity
needs to be reduced if there is to be enough space
for exploration. The first course set-up as presented
here did not yet provide the students with enough
opportunity to explore various combinations and
configurations of [things+interation]. Furthermore, the
participants possible expectations and interpretations
of what they encounter needs to be explicitly addressed
in the course. It emerged from the course activities
that things used in stakeholder sessions can assume
different roles for participants. Things can, for example,
be viewed by participants as representations of a
future design, or as tools for communication, and they
act and interact with the things accordingly. This is
something the students should be given the chance to
explore and learn about in the course. The students
themselves were disappointed with the small scope for
co-discovery their game board offered, and with the
reluctance of participants to modify the toaster prop.
The course set-up should be more directed towards
co-creation and co-discovery of and with things. Lastly,
the scope for reflection on the effectiveness and
benefit of prototyping in stakeholder sessions needs
to be expanded. Again, the set-up of a session can
influence the outcomes greatly. But also the clarity of
the concepts used needs to be improved. Particularly
the role of the prototype and how it prototypes future
interactions rather than future designs continued to be
an object of discussion. Because as aspiring designers
the students have already developed a sense of being
responsible for the creation of artefacts, the difference
in this course should be made explicit.
95
The guidelines mentioned at the beginning of the paper,

derived from [18], are adapted on the basis of the
insights from this study:
- Build on students enthusiasm for making things and
enable them to build, test and compare many;
- Have them experience and play with the balance
between appearance and interaction with things
(this being more specific than content)
- Have them explicitly reflect on things they make:
with research questions on the situation in which
things play a role;
- And additionally: guide them towards co-creation
so that they dont end up with unilateral creation
of things to be just used by participants.
4 Prototyping in design: looking ahead

The reflection on practical experiences with a course
on prototyping for interaction and participation,
brought to light a number of practical and conceptual
issues. Looking back to the literature review presented
in the introduction, we had found there that prototypes
should not be seen as representations of a future design,
but as [artefacts plus interactions] of some kind that
have some effect in a given context. How did this play
out in the practice of running the course? While the
course ran successfully and brought valuable insights,
it can be improved. It turned out to be difficult to stop
the term prototype from being used to denote the
artefacts involved in the participatory sessions, both by
the tutors and by the students. Perhaps it is simply the
fact that prototype is a noun that makes it so tempting
to apply it to the artefacts. This would mean that it is
a lasting difficulty that will continue to cause confusion
in researching and seeking to develop ways of designing
for interaction. Perhaps this is also a starting point for
a new handle on the challenge of directing attention to
interaction and participation in the course. The term
prototyping needs to be unpacked. The challenge
then becomes how best to describe and conceptualise
the physical things involved in an interaction in such a
way as to accord them a place beside everything else
that is involved in the interaction. Everything else, it
has been found here, is for example the participants
interpretations and experience of what is asked of
them, the social dynamics of their interaction in the
session, the participants understanding and experience
of interacting with artefacts in the session, and the
framing circumstances such as the physical and social
96
environment in which the interactions take place.

Developing a coherent vocabulary and usage for these
various aspects, can conceivably reduce cognitive
load for design students and designers - in setting
up participatory encounters. Each of these aspects,
of course, has been and is being studied in relation to
designing. This study seeks to contribute its insights.
To start with, it might be best to refer to the physical
things involved in prototyped interactions simply as
things or props. Rather than drawing more attention
to them as the terms prototypes or artefacts do,
this may enable us to accord them a place on an equal
level with other aspects of an interaction. For now,
this leaves us with [things plus interactions] to use as
guidance to draw attention to prototyping interactions.
The reflection on this course has given us a lead
on how to get closer to a workable view on using
[things+interactions] to elicit stakeholder perspectives:
by setting the course up as an experimentation on
which pairings of things with interactions facilitate which
kinds of insights. The experimentation should be broken
down into small units so that students are enabled to
explore and compare effects iteratively.
Acknowledgments
We thank the students Miquel Ballester Salva, Aniek
Vliegen, Paul Putten, Carola Koeken, Meike van den
Broek and Michel Sperling for choosing to participate
in this elective course, working enthusiastically on their
cases, and providing us with insightful reflections on
their course activities. We also thank the Dutch FCPSA
and the Marketing and Communication department of
the TUD for providing interesting and challenging cases
for the course.
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97
Hector Solis-Muiz, Stephen Rust

solis_hector @ hotmail.com, ste.rust @ hbk-bs.de
Constructing a message by product design:

The concept of product language in theory
and practice
Abstract
Design and theory were developed separately in most
cases. There is an applicability gap between theories
and a direct access to apply them in practice. It is a fact
that products bear signs and thus could be analyzed
by semiotics; they can be decoded. But how are they
encoded? This paper describes an approach to put
properties and character into products by a multistage technique of association, concentration and
concretization. The method was applied by students
to 14 design studies. Three studies are presented here,
and one is explained in detail. The examples show, that
this method fits well to visualize the typical character
of a manufacturer.
Keywords
Semantic Transfer and Form-Finding Process
1 Introduction
Product language is a common concept to all designers,
although there is not unified definition yet. A practicable
determination of this term should assume a systemic
relationship between human, object and context,
mediated by communication. Industrial products serve
diverse expectations of the customer and user, from
need satisfaction to the wish-fulfillment. The realization
of these qualities is experienced, via impressions of the
sensory modalities and their cognitive processing, when
they are perceived and used.
98
Thus product language is the entire expressiveness of

an object mediated by its design properties (technical,
usage-related und aesthetic-symbolic)for example,
to achieve an emotional relationship, a better handling
and a good tangibility of the product. This process of
communication takes place by means of systems of signs
and signals (medially attached to form, material, color,
sound and so on) during the perception und use process
in direct and metaphorical meaning.
The most comprehensive approach to this issue in
Germany is the Offenbach Approach (fig.1) [1]. It is a
method to judge and describe products with respect
to their meaningful, maybe language-like statements,
which are implemented in their visual appearance. This
technique of analysis, reminding a bit to Panofski, may
also help some skilled designers to develop products.
But the approach implies one appreciable lack, hidden
behind the overall enthusiasm for it. It analyses design,
but is not at all an explicit methodology to concretize
design during the form-finding process. Instead
designers bypass this lack by their intuition, relying
on their talent or experience.
Products may inform about their properties by
means of their appearance: their temporal and
regional origin, their designer, their manufacturing
company and the distributor (fig. 2). Also the price
and value is perceivable, the type of product and the
analyzedwith a higher precisionby experts. But can

designers purposefully encode messages into products?
Is it possible (systematically or intuitively) to depict a
thought, a character, certain properties or affiliations
in a product? That was the central question in a course,
held at the school of industrial design at Pforzheim [2]
in winter 2008/09. The task was to put messages into
practice by designing home appliances.
Fig. 1. Functions of products according to Gros. (Fig. Solis)
2 Setting und task

The first student project in Pforzheim takes one
semester and is provided in the 2nd semester already.
After an elaborate discussion on semiotics and product
language the task was assigned: each participant had to
design a household appliance, representing the formal
language of a certain brand. Also the consideration of
the target group, and innovations on the technical and
usability sector were welcome.
Fig. 2. Product as transmitter of information by significant

functions. In similarity with the figure of Gros / Steffen [1]
The students chose a manufacturer, which they believed

to be interesting and appropriate for this assignment:
Braun, Krupps, Conran, Philips, Kitchen Aid, Alessi and
others where selected. Each participant had the task
to deliver a media based presentation, a poster and
a design model at the end of the semester.
(Fig.Solis)
technical and use-related characteristics. Aesthetic and

symbolic qualities referring to the physical and mental
needs and preferences of users are obvious as well.
Thus products are mediators of communication,
carrying numerous information. The designer encodes
these messages during the process of form finding, as
elements of design and joins them to a composed shape.
The user decodes the messages by acquired skills and
values during the process of perception and usagehe
identifies cognitive patterns. The more this message fits
the preferences and wishes of the user, the stronger
the user identifies with the product. Thus the optimal
interpretation and implementation of the users needs
is of great significance for the success of the product
in its market and also later, when it is used.
So it is obvious, that products communicate their
properties through the visual and other sensory
modalitieswith varying success. These properties
may ideally be recognized by the customer, and
In the semester, the product language of the chosen

manufacturer was analyzed, graphically and verbally
disassembled and subsequently applied to the product
they had designed. To identify the visual styles, historic
designs of the manufacturer and the evolutionary
development was regarded respectively. The typical
character was defined and the elements going along with
it. Semantic differentials helped to achieve this step. To
link to the actual process of form finding, a method of
Jrgen Lannoch, supplemented by contributions from
Hctor Solis, was applied (see "methodical approach").
3 Methodical approach
14 participants attended the course, all studying in the
2nd semester of Industrial Design. In the first semester,
they had participated in lectures about semiotics,
aesthetics and design basics. The additional expertise
required was presented in the theory section of the
course. Alongside with design semiotics the teaching
of the applied method was put at the center. It ties
in with that developed by Lannoch, who has been
professor in Pforzheim as well from 1987 to 2004.
99
Lannoch calls his method semantic transfer

it transfers meaning from one medium (speech)
into another (space) [3]. He criticizes the spatial
consciousness of our western contemporary culture
that does not consider non-geometric dimensions of
space. Even the education in design basics emphasizes
the geometric aspects. He saw the need to integrate
the numerous existing associations of meanings into our
spatial imagination. Thus he proposed a semantic space
which is accessible and analyzable by word associations,
and categorized the associations into six dimensions:
experiential qualities, orientation, state, comparative
judgment, affordance, values and conventions [4].
At the same time, these are the dimensions that
are critical to design.
First the method very freely seeks for associations
of adjectives, expected to be significant to the design
scenario. Associations could be as complex as visions
of particular, imagined situations. Instead of using
traditional metaphors, the procedure sets on at the
process of creation of metaphors itself [5]. During the
intrinsical semantic transfer, the emerged complex
verbal imagination of the term is transferred into space.
By associations according to the six different dimensions
the sensory experience bound to them, should become
effective in the process of form finding (see Table 1).
antonyms were collected as well. Then those among

the found items, which were directly applicable to
the design project, e.g. its material, shape, texture,
consistency and more (fig. 3), were identified. In the
following step, for the selected items, synonyms and
antonyms were determined once again (see Table 1).
The resulting mental space, widened first and contoured
then, constituted a reasonable and meaningful
foundation for the following practice of design.
Phase
Step
Description
Example
Analysis
Collecting attributes
happy, lively, open,
J.and H.
referring to the six non-
spirited, rather
Lannoch
geometric dimensions
boasting, generous,
(p.4)
rather, noisy,
(Alessi Task)
eccentric, polarizing.
Association
Searching associations
e.g. open: open
J.and H.
of the found words in
door, open space,
Lannoch
other connotations
open minded, open

ending, open heart,
open wound
Generation of
3*
new metaphors
Experimental definition
e.g. open objects
J.and H.
of the words, metaphors
are running empty,
Lannoch
and even poetic
are without value
concepts
Concentration
and focusing
Concretization
space/material
Looking for synonyms;
e.g. happy: joyful,
finding also antonyms,
swinging, bright;
only to delimit the
antonyms: sad, quiet,
semantic space
depressed, flat
Selecting terms, that are
bright, shiny
applicable to material,
(chrome)
shape and space

swinging, wavy (line,
shape)
Table 1: Semantic Transfer Model combined with concentration

and concretization
Fig. 3. Synonyms of a term hard in German language.

Attributes appropriate to be applied to the designed object
are highlighted in color. (Fig.Solis)
Before the transfer into space was executed, the

Lannoch method was focused by some further steps
in this course. In order not to have too diffused
associations, the terms should be as clear as possible
direct synonyms. To differentiate even more sharply,
100
Author
The table shows the steps of Lannoch and Solis, as

they were applied in the task. Step 3* was not executed
in this approach, because it is too distant to design
practice. Lannoch responded with this proposal to
the lack of metaphors in design and the restrictedness
to geometry those days. Today design has changed
largely; there is no restriction to geometric
functionalism anymore.
H. Solis
H. Solis
4 Results
body with a shiny chrome surface and a smaller,

functionalizing, but playful appliqu made of different
material, appended obviously additively, or even with
contrasting purpose.
To get straight to the point, the results achieved by the

application of the method, seem to be a very impressive
verification of the approach, both for the overall visual
quality realized, and referring to the objective to
visually characterize the manufacturer. The results were
absolutely not expected to be delivered by students of
such an early segment of their education. To illustrate
this assertion, three concepts were picked to present
them here: a coffee maker for Braun, a cooking pot
for Alessi and a toaster/sandwich maker/hotplate
combination device for Philips. In the first example
(Alessi), the application of the method is illustrated
step by step.
The associated words (translated from German)

the student used were:
happy lively
open
spirited
rather boasting
generous
rather noisy
eccentric polarizing
and more. Additional ideas were derived from the
imagination of the cooking scenario, set in an upscale
ambience and from historic inspirations (fig. 5).
A cooking pot for Alessi

Alessi, the Italian manufacturer of housewares, has been
going along with the overall development of products
since the 1920s, providing some remarkable solutions.
It always employed domestic and external designers
of reputation, to reflect the zeitgeist or to bring it
forward [6]. They were pioneering postmodern design,
coinciding with the discussion about the application of
product semantics. In figure 4 the development of the
Alessi design is illustrated, showing the example of jugs.

Fig. 5. Above: historizing metaphor (washtub); drawings by
Fig. 4. Jugs from Alessi, designed by renowned designers.

(photo: Alessi)
Student Evelyn Schmidt found, that elements of

playfulness, art-relatedness and provocation are still
part of the product range of Alessi. A perceivable
pattern (fig. 4) is the combination of a mostly simple
Evelyn Schmidt. Below: Proto model: Evelyn Schmidt
But how is it possible to use a simple term like "happy"

or "eccentric" to achieve tangible design of a product
that communicates these qualities? The creating phase is
a very complex process. All collected information, data
and analyses are relevant for the first time and have to
prove to be meaningful. In the process of form finding,
the aesthetical and symbolical properties of a product
101
Fig. 6. Modeling: Evelyn Schmidt, inspired by a sectional view on a tomato

Fig. 8. Left: Product family of radios by Philips
(1970). Right: Roller Radio by
Philips(1982) (figs. Philips)
are fixed. Here the Lannoch method has demonstrated

its capability. Step by step, every association found
widens, oriented to the topic, the still unknown semantic
space in the mind of the designer. The complex verbal
imaginations of a word are prepared for the transfer
into the spatial dimension by this semantic analysis.
Subsequently to this primal methodic approach,
filters are employed in two steps, to concretize the
semantic space. Synonyms and antonyms allow for
more orientation in the yet free associations, as their
character is more focusing. Finally the choice of terms
from the collection of words, directly applicable
to space and material, is the step to realize the
representation of the visual qualities (shape, color,
texture, consistency) of the creation.
Using the example of the cooking pot, the term
"eccentric" is much easier to be depicted in space than
the term "happy". "Eccentric" could be a description
for both, persons and objects that have been observed.
Furthermore this property is easy to implement in
design, as "outside of the middle" or "asymmetric".
Still more synonyms, like "bizarre", "twisted" and
"shaky" are helpful for form finding.
The term "happy" in contrast does not allow the
implementation into materiality just as direct. Indeed the
property is visible in persons or objects, but the creation
of a seemingly "happy" object is not possible in a straight
way. There is an obvious difference between our passive
and active abilities referring to product language. At
this point synonyms provide further assistance. "Happy"
also stands for "joyful", "swinging", "bright" or more.
102
Fig. 7. Prototyping (1:1): Evelyn Schmidt; photo: Solis (left), Schmidt (right)
Now the choice of synonyms, which could directly be

implemented as visual qualities, takes place. "Swinging"
could be the property of a line, "bright" is a character
that a color could have (orange) or have not (olive).
Looking at the resulting design, one can see a "happy"
coloring, "bright, shiny" chrome, "swinging" lines and
the knob of the pod lid is "asymmetric" (fig. 6) and "out
of center". The pot handle shows a "shaky", "twisted"
and "wavy" character, it reminds a bit to the Mbius
strip (fig. 7)
These two examples ("happy" and "eccentric") exemplify
how the other primal associations (see above) were
converted. At the same time they describe accurately
the new created object. Finally the cooking pot could
be assigned well to the product range of Alessi.
A toaster/sandwich maker/hotplate combination
device for Philips
Electronics manufacturer Philips is not only one of the
biggest, but also one of the most influential firms in
this sector world-wide. It is known (among others) for
the introduction of the Compact Cassette (1963) and
the Audio CD (1982, with Sony). It is also renowned
for progress and innovation in light, medical and home
technology. From the designers perspective the shaver
with three rotating cutters and the Roller Radio
(fig. 8) are the most cited examples. The latter also
iconically stands for postmodern design of the 80s.
Maturing an individual design character went on in
many steps within the history of the company [7].
Initially it became visible in single designs; a design line
emerged rather late. In 1970 a somewhat unified style

was recognizable (fig. 8). However those radios could
also have borne a store brand or any other logoan
attachment to the Philips brand or character had visibly
not taken place yet. The current Philips kitchenware
shows both: a design line, visually connecting among
its own products and at the same time supporting the
character of the Philips brand, although the product
types are entirely different (fig. 9).
Fig. 9: Left: Current household devices by Philips (photo Philips): quite simple geometry,
framing black edge to separate the parts of the shell and matte aluminum are typical. Right:
sketches from Thylmany to approach the manufactures visual code.
with associations like

clear
strong serious
peaceful
tidy realistic
stiff
subtle rigid
silent
authoritarian playful
The target group is young people in small flats,
preferring a practical, time- and space saving product.
The device is a toaster in the morning, a hotplate
at noon and a sandwich maker in the evening. The
transformation is achieved by change of insets and
folding functions (fig. 10).
A coffee maker for Braun
The declared goal of student Nico Tritschler was to
revive the genuine product language of home electronics
manufacturer Braun from the 1960s and to interpret it
contemporary (Fig.11). Here a certain appeal of todays
Apple product design became also noticeable. Jonathan
Ive, chief designer at Apple, describes himself, as a
fan of Dieter Rams. The product museum of Braun in
Kronberg near Frankfurt exhibits examples of Apple
products next to their own, to demonstrate similarities,
which indeed exist in considerable numbers (fig. 12).
Dieter Rams in return praises Apple products, as they
represent his own basic principles best [8].
The student wanted to develop a coffee maker with a
volume and weight as small as possible, while accounting
for a plain design and two-sided operability. Containers
for coffee and water are located in the side frames
(fig. 13, fig. 14), which are operated by touch panels
on their tops (fig. 14). Faceplates at the front and back
are removable and thus allow for customized colorcoordination in the environment (fig. 14). The associated
terms like
Fig.10. Creation by Thilmany: combination of toaster, hotplate and sandwich maker
purist
functional clear
self-explaining discreet
geometric

served as access to form finding.
employing the semantic elements of the Philips range. Different functions are provided
by change of insets (Fig, Thilmany)
That was the insight of student Sascha Thilmany, who

developed, according to this design language (fig. 9), a
completely new class of product. He started his analysis
103
Fig. 12. Left: Similarities

of Braun (above)
and Apple (below)
products.
iPhone software
interface compared to
calculator by Braun.
The example shows,
Fig. 11. Braun products of the 1960s: white, geometric,
that we often do not

need something new
but something better
simple. (photo Braun)
Fig. 13 . Left: Front and back faceplates are removable.

Right: Soft touch opens the tank. (Figs. Tritschler)
Fig. 14: The design of a completely new concept of a coffee

maker is formally near to the classic Braun design and the
(Open-Source) [9].
recent Apple products. (Fig. Rust)
5 Discussion and conclusion

The examples presented here show clearly, that it
is obviously possible to recognize elements of the
product language of a company, to isolate them and to
apply them again in new products, even for persons
who are not employees and certainly not the creators
of the respective design line. Here the method of
semantic transfer, proposed by Lannoch and the
multistage analysis by synonyms and antonyms is
104
helpful. The participants of this task only studied one

semester design, and yet showed very good solutions
in this regard. Maybe there are still (yet unexplained)
heuristics, that talented designers may utilize, to attain
that goal.
A systematic or even scientific method to recognize,
process or generate elements of product language
does only exist as an approximation. The process of
creation that took place here should be observed

in detail, going along with interviews with the active
designers. Thus it could be unraveled, which mode
of action of the methods applied here, supply for the
creative implementation to which extent. It would
be a contribution to make the respective methods
systematically available to the academic teaching of
form finding and design.
Here, for a start, the respective language of the brand
or manufacturer was analyzed primarily, but products
transmit information on several further dimensions
(Lannoch mentions six). The complex, multi-channel
communication, that every product performs, would get
more clarity from an approach, which was investigated
systematically. Thus the semiotic expressivity could
subsequently be used to communicate through products,
actually with ordinary customers, users and beholders
of design.
References
1 Steffen,, D. (2000): Design als Produktsprache. Der
Offenbacher Ansatz in Theorie und Praxis. Frankfurt am
Main: Verlag Form.
2 Hochschule Pforzheim (2009): Works 01: Industrial Design
2008/2009, eine Auswahl. S. 14, 16-17.
3 L annoch, H. & Lannoch, H.-J. (1987): Vom geometrischen
zum semantischen Raum. form 118, S. 12-17.
4 L annoch, H.-J. (1989a): Toward a semantic notion of space.
Design Issues Vol. V, No.2, S. 40-50.
5 L annoch, H.-J. (1989b): Einfhrung in das rumliche
Entwerfen mit dem semantischen Raummodell. In:
Fachhochschule fr Gestaltung Pforzheim (Hg.): Industrie
Design/Kfz-Design (S. 11-16). Pforzheim: FH Pforzheim.
6 A lessi (Hg., 1998): Alessi. The design factory. 2. Auflage.
London: Academy. S. 1618.
7 H eskett, J. (1989): Philips: a study of the corporate
management of design. London : Trefoil
8 K linke H. (2001): Apple-Design. Die Kunst der
Produktgestaltung zwischen Userzentrierung und sthetik
Kunsttexte.de. 1/2010 - 1 http://edoc.hu-berlin.de/
kunsttexte/2010-1/klinke-harald-7/PDF/klinke.pdf
Hector Solis-Muiz
Stephen Rust
9 E sslinger, H. (2009): Schwungrat: Wie Design-Strategien die

Zukunft der Wirtschaft gestalten. Weinheim: Wiley-VCH
Braunschweig
University of Art,
Brunswick, Germany
105
Katja Thoring, Roland M. Mller

k.thoring @ design.hs-anhalt.de, r.m.mueller @ utwente.nl
Semantic dimensions:
A web-based game to evaluate
the meaning of form
Abstract
This paper presents a novel research tool to analyze the
semantics of three-dimensional forms. We developed
an online game that uses crowdsourcing techniques
to gather data about the perceptions of form from
different people all over the world. The aspired result
of the tool is a collection of statistical data about the
semantics of form. The data could be used by designers
to better understand and control the connotative
meanings embedded in the shape of their designs.
Keywords
Semantic Differentials, Crowdsourcing, Semantics
of Form
1 Introduction
Product Semantics has been identified as an important
research area in the field of product design. Not only
the color, the material, and additional branding add
to the meaning of an object, but also the shape of the
product itself can support a specific message that the
designer wants to transfer to the user.
However, it seems to be difficult to control the
perceptions that the user or observer experiences when
seeing specific shapes, since these are highly individual.
The concept of semantics is based on the intuitive
associations of the observer, as well as on collaborative
conventions within a culture or community. Both,
106
intuitive associations and collaborative conventions

might differ according to context and cultural
background of the observer. Of course, there already
exist some general understandingsyou could also say
clichse.g. that round shapes look more feminine,
or that slanted shapes look more dynamic and sporty,
but what is missing is an empirical analysis of such
collaborative understandings of forms; as well as
a structured database of such semantic shapes.
The goal of our work is to develop a research tool
to collect empirical data about a common meaning
of forms. We want to discuss the following questions:
How can the design of such a research tool motivate
a lot of people to participate in the survey, and how
can we ensure high quality of the collected data? The
aspired result is a repository of semantic forms that
could be used by designers to better control the
connotative meanings embedded in their designs.
2 Related work
There have been numerous publications about product
semantics, e.g. Steffen [1] summarizes the Offenbach
approach in her book design as product language.
The term product semantics was coined by
Krippendorff and Butter [2]. They are in-line with
Wittgensteins [3] definition of meaning as use,
culminating in the axiom that humans do not see and
act on the physical qualities of things, but on what they
mean to them [4, pp. 47]. According to Wittgenstein [3],
Fig. 1. Screenshot of the web application.
a person knows the meaning of a statement, if they can

react in an intelligent way; they can participate in the
language game.
There are some empirical analyses of semantic
perceptions of form. MacDonald et al. [5] statistically
analyzed the semantics of products by using the example
of wine bottles. Hsu et al. [6] compared the semantic
perception of users and designers for telephones. Petiot
et al. [7] developed a method for evaluating product
semantics and applied it for table glasses. However, all
prior works analyze only a specific product type and
use standard questionnaires for evaluating the product
semantics.
Nowadays, the Internet allows different approaches
for gathering data for example through crowdsourcing
[8]. Crowdsourcing describes a model for problem
solving or production using a crowd of people [8]. The
problem or assignment is broadcasted to a group of
people. Some of the people within the crowd submit a
solution or participate in the assignment. In some cases
this labor is well compensated, either monetarily, with
prizes, or with recognition. In other cases the only
rewards may be reputation or intellectual satisfaction.
Examples of well-known crowdsourcing applications
are Amazons Mechanical Turk [9] and Google Image
Labeler [10] which is based on the ESP game [11].
Amazons Mechanical Turk is a marketplace for
micro tasks, where users participate because they
get monetary compensation for completing tasks.
Google Image Labeler is a game where two players
label a randomly assigned image. Both players get
points when they tag one image with the same label.
Both applications motivate participants to perform
useful but boring tasks that cannot be performed by a

computer. The motivation of such applications is usually
achieved through fun, monetary incentives, or additional
usefulness for the participants.
3 Our approach:
The semantic dimensions game
Our concept is a web-based application in the form
of a game that motivates people to participate because
it is fun to play. The game is actually a research tool,
to collect data about what certain three-dimensional
shapes mean to people. Two players virtually play with
each other by trying to label and analyze images of 3d
shapes, that they are presented. The more similar the
answers of both players are, the more points they get.
For a screenshot of the web application see Figure 1.
The design of the game motivates people to participate
in a (usually pretty boring) questionnaire about semantic
shapes (see [12] for the IT aspects of the prototype).
Since they only get points, when both players give
similar answers, they will be encouraged to give true
answers, and cheating will be discouraged. The random
pairing of two players who rate the same image, works
as a quality control mechanism. Moreover the game
will give the possibility to distinguish between different
cultural backgrounds of the participants (by identifying
the location) and to evaluate a possible impact of culture
on the semantic perceptions of form.
3.1 Collection of shapes
The starting point of the project was to develop nearly
100 different plaster shapes to be presented to the
participants of the game. For this purpose we developed
107
Fig. 2. Some examples of the three-dimensional shapes
an exercise for students of the 1st term product design

fundamentals at the Anhalt University of Applied
Sciences in Dessau. Every student was given a single
phrase from the list of semantic differentials (see section
3.2), and the assignment to design a three-dimensional
shape representing that particular phrase. The shape
should be derived from a cube with the dimensions
of 5 cm x 5 cm x 12 cm in five similar steps. Therefore
all the resulting shapes remained comparable. For our
game we only used the final (fifth) step of this trans
formation. Some examples of the resulted shapes can
be seen in Figure 2.
3.2 Semantic differentials
The focus of the research tool is to collect data about
the individual perceptions of formthe semantics
of three-dimensional shapes. We developed a list of
semantic antonyms based on Osgood [13], but with a
focus on the semanticnot the syntactical aspects of
form. That means, terms that are only related to the
syntactical aspects of form (such as roundededgy)
were not considered, because we were interested in
the individual semantic perceptions that could in a later
stage be mapped to the syntactical form. Table 1 shows
a selection of the used semantic differentials.
Term
Opposite Term
Arrogant
Polite
Aggressive
Peaceful
Safe
Dangerous
Conservative
Modern
Comfortable
Uncomfortable
Seductive
Reserved
Fast
Slow
Dumpy
Elegant
Friendly
Unfriendly
Healing
Toxic
Healthy
Unhealthy
Light
Heavy
Young
Old
Loud
Quiet
Brave
Anxious
Static
Dynamic
Cheap
Expensive
Precious
Worthless
Happy
Sad
Weak
Strong
Table 1. List of semantic differentials (Selection)
4 Conclusion
In the semantic dimensions game, the participants are
presented with a picture of a particular shape, and
additional questions in the form of a 5-point Likert
scale, asking them to rate that shape according to
the semantic differential suggested. Those semantic
differentials are randomly picked from the list of
predefined terms. Additionally, the players get an open
question, which asks them to describe the shape in
one word.
108
In this paper we present a tool, which can be used

to empirically analyze the semantics of form. The
motivational benefit for the participants is the fun of
playing the game. To the best of our knowledge, the use
of a crowdsourcing game with semantic differentials for
gathering the meaning of forms has not been developed,
so far. Future work is the empirical analysis of the
gathered data; especially the effect of the syntactic
form on the semantic impressions.
References
1 Steffen, D. (2000) Design als Produktsprache Der
Offenbacher Ansatz in Theorie und Praxis. Verlag form,
Frankfurt/Main
2 K rippendorff, K. & Butter, R. (1984). Exploring the Symbolic
Qualities of Form. Innovatios, 3(2), 4-9.
3 W ittgenstein, L. (1953). Philosophical Investigations,
Blackwell, Oxford.
4 K rippendorff, K. (2006). The Semantic Turn; A New
Foundation for Design. Taylor&Francis, Boca Raton.
5 MacDonald, E., Lubensky, A., Sohns, B. & Papalambros,
P. (2009). Product semantics and wine portfolio optimization,
Int. J. Product Development, 7(1/2)
6 Hsu, S.H., Chuang, M.C. & Chang, C.C. (2000). Semantic
differential study of designers and users product form
perception, Int. J. Industrial Ergonomics, 25(4), 375391.
7 Petiot, J. & Yannou, B. (2004). Measuring consumer
perceptions for a better comprehension, specification and
assessment of product semantics, Int. J. Industrial Ergonomics,
33(6), pp. 507525.
8 Howe, J. (2006). The rise of Crowdsourcing, Wired, 14(6)
9 A mazon (2005). Amazon Mechanical Turk, URL (accessed
20.2.2010): https://www.mturk.com/mturk/welcome, first
online November 2005
10 G oogle (2006). Google image labeler. URL (accessed
20.2.2010): http://images.google.com/imagelabeler/,
(accessed 20.2.2010), first online August 2006
11 von Ahn, L. and Dabbish, L. (2004) Labeling Images with
a Computer Game. Proceedings of the 24th international
conference on Human factors in computing systems (CHI),
319-326.
12 M ller, R.M., Thoring, K. & Oostinga, R. (2010).
Crowdsourcing with Semantic Differentials: a Game to
Investigate the Meaning of Form. In, Proceedings of the
16th Americas Conference on Information Systems
(AMCIS), Paper 342
Katja Thoring,
13 Osgood, C. E., Suci, G. J. & Tannenbaum, P. H. (1957).
Anhalt University
The measurement of meaning. University of Illinois Press,
of Applied Sciences,
Urbana, USA.
Department of Design
in Dessau, Germany,
Roland M. Mller
University of Twente,
Department of Information Systems and
Change Management,
Enschede,
The Netherlands
109
Charlie Ranscombe, Ben Hicks, Glen Mullineux, Baljinder Singh

c.h.ranscombe @ bath.ac.uk, b.j.hicks @ bath.ac.uk, g.mullineux @ bath.ac.uk, b.singh @ bath.ac.uk
Vehicle design and brand perception:

An investigation into visually
decomposing product forms
Abstract
1 Introduction
Aesthetics and branding are important marketing

considerations during the vehicle design process.
This paper presents findings from preliminary research
exploring the relationship between aesthetic features
in vehicle designs and consumer perception of brand.
Two key research questions are addressed, how
might aesthetic features be identified and how do
they influence consumer recognition of brand? To
address these questions, a strategy to decompose
vehicle exterior into aesthetic feature categories is
first developed and applied to a range of vehicles. In
order to address the second research question an
extensive consumer survey was undertaken. Findings
from the survey were used to discuss the validity of the
strategy, and provide some insight into the influence of
certain categories of aesthetic features on consumer
recognition of brand. Findings highlight one category
of aesthetic features (graphics) as having the greatest
influence on consumers ability to recognise brand and
hence outline the area in which further research shall be
conducted.
Aesthetics play an important role in consumer

perception of products and brand image. They can
be the main factor influencing products desirability
and elicit intensely positive and negative emotions.
As a result product manufacturers will go to great
lengths to ensure that a products aesthetic effectively
communicates the desired message. Vehicles are often
evaluated purely on aesthetic qualities; a contentious
car design is often widely discussed. Consumers
invest a large proportion of their income on a vehicle
and hence aspire to own one that is desirable. From
the manufacturers perspective, producing new a
vehicle requires great financial investment and risk
making substantial losses. As a consequence of these
factors, vehicle aesthetics are one of, if not, the most
important areas in vehicle design. Bearing in mind
these consequences, this paper explores and develops
a strategy to decompose visual representations of
vehicles in order to investigate the significance of
geometries and features on aesthetics (appearance).
An extensive consumer survey was then adopted as
the method to evaluate the decomposition approach.
This paper begins by discussing why appearance is of
such importance to a products commercial success
(section 2) and examines the way humans perceive and
consequently form judgments on products when viewing
them (section 3). Section 4 describes the concept of
decomposition and reviews existing research relating
Keywords
Aesthetics, Visual Decomposition, Brand Perception,
Vehicle Design
110
to it. In order to contextualise the study, section 5

discusses the vehicle design process defining the way
in which a vehicles appearance is created. Section 6
proposes the method for visually decomposing images,
while section 7 discusses a web-based survey to
evaluated the proposed method. Results are presented
(section 8) and are discussed in section 9. Conclusions
are drawn in section 10.
2 Importance of product appearance

Page and Herr [1] state that aesthetics are the primary
influence on the way one judges a product. Bloch
[2] states that for almost every product bought,
the consumers first contact with it is visual, hence
a products appearance is of great importance to
designers and manufacturers. Bloch [2] also outlines
three main functions of product form in the market.
Form can help products to stand out among other
competing products on the market therefore increasing
popularity and market share. Product form can also be
used to communicate to the user mode of operation,
and the manufacturers values.
Perception of a product provides the basis of brand
perception as products are identified as being the
primary delivery mechanism for messages of brand
identity. Van Rompay et al. [3] state that when lacking
other sources of brand information, consumers base
brand evaluations on product appearance. Nowadays
consumers often buy into a brands ideals rather than
the functional values of the product itself. If brand is
affecting purchasing decisions in this way, maintenance
of brand image is of great importance to companies. Since
much of this image is portrayed by products themselves,
aesthetic impact becomes even more important.
Product aesthetics have a heightened importance in
markets where technology has become standardized
across industries. Warell et al.[4] state that companies
that cannot use novel features to make their products
stand out, rely more and more on aesthetics to
influence consumer decisions.
Further complicating decisions on product aesthetics
are issues associated with consistency of aesthetics
in relation to brand image and future fashion trends.
Moulson and Sproles [5] consider the compromise made
by designers between progressive designs that standout
and less revolutionary designs that are easy to identify.
A misjudged compromise risks damaging heritage as the
design may be poorly received or well received but

by the wrong market segment.
These factors of communication, competition and brand
image necessitate that mass produced products must
rely heavily on their aesthetics having a positive effect
on consumers to achieve sales and maintain popularity.
3 Perception
In order to better understand the effects of product
aesthetics, perception of products and the basic
psychology of the way products cause emotional
responses must first be understood. Perception
describes the idea of processing sensory information,
hence the first stage of perception of visual forms is the
way in which they are seen. There is general agreement
that the way forms are seen follows Gestalt rules,
these suggest that things are initially seen holistically
(as a single object). If this visual form holds attention
or is of interest it is then viewed atomistically [2], in
other words the different elements that make up the
form are considered. Depending on the complexity
of the form, a process of categorization occurs during
these stages where consumers attempt to place objects
within preconceived categories to better understand
them. For example, one may see a form, say a chair,
then categorize this form as a chair, and then if inclined,
notice the type of upholstery, decorations on the legs
and pattern of the fabric.
Having defined the way the information enters the
brain, the way in which it is digested and processed can
be considered. Norman [6] discusses the way in which
people form an opinion of products and experience
emotions as a result. He defines the cognition process in
three stages, as much other literature also suggests. The
stages consist of: one where the visual form is processed,
one where experience of using the product is processed,
and finally one where preconceived ideas or memories of
previous experiences are processed. These factors are all
considered and result in emotions leading to an appraisal
and formation of an opinion of the product.
Desmet [7] concentrates specifically on the emotions
derived by products and the way in which these
emotions are elicited. His model is more simplified than
the aforementioned three stage models, indicating two
areas, concerns or pre conceptions of how the product
should perform and the stimulus, the product itself.
It is also stated that it is the personal significance of
the product to the user, rather than the product itself
111
which causes the emotion [7]. Hence it is the concern

or preconception of the product which dictates the
personal significance and thus an emotion based on this.
Warell et al. [4] build on ideas of a three stage
perception of products to a model of brand perception.
The three stages are defined as follows. The first is a
recognition stage, where product type or brand can
be identified by prototypical features. For example a
cheese graters function can be identified by its grater
slots. DeWalt power tools can be identified by their
predominantly yellow and black colour scheme. There
is comprehension stage where expression of product
properties, operation or performance can be identified
through visual references. These identifications are
more subjective, for example some may identify
a large 4x4 vehicle used in an urban environment as
a safe vehicle. Others may identify it as being wasteful
and damaging to the environment. The last mode of
identification is referred to as association. In this mode,
perceptions of brand and product heritage, values and
origins are identified through symbolic signs such as logo
or typical brand feature. Judgements through this mode
are highly subjective as they are based on previous
experience or knowledge of the brand.
4 Visual decomposition of images

In order to identify and isolate aesthetic features
that constitute a products appearance, a strategy to
decompose vehicle designs shall be proposed. Here the
term decomposition refers to the concept of breaking
down images of products by isolating constituent
geometries of the product form and representing them
individually. The aim of this is to reduce the amount of
information expressed in an image in order to better
understand the effects of specific features of the design.
This process has been undertaken in a number of
different forms with different intentions.
Biederman [8] approached this topic from a cognitive
psychology standpoint, investigating the effect of
different constituent features in simple illustrations
of commonplace objects. A series of experiments
were conducted where participants were asked if
they could recognize the different objects when
degraded to different levels. Biederman degraded
images by removing lines and corners/angles in different
percentages of the overall image. The findings showed
that participants in the first instance could recognize
degraded or incomplete objects. The study also found
112
that certain constituent lines/features encourage

better recognition than others. The significance of
the this study is that it demonstrates the principle of
decomposing images and isolating constituent parts in
order to further investigate their effect on recognition.
More closely related to this study is the work of
Cheutet et al. [9] studying aesthetic key lines. These
were defined as lines on a vehicle surface that were
thought to be aesthetically important on vehicles.
The aim of the study was to help preserve the original
design intent through the complete vehicle design
process. Previous work defined curve geometries in
the terminology used by stylists. Vehicles front, side
and rear views were decomposed into the aesthetic
key lines and their aesthetic properties were reviewed.
Data was used to create an ontology of curves linking
quantitative properties from digital models with
aesthetic properties based on stylists terminology.
The key relevance of this study to the work reported
here is the identification, extraction and representation
of aesthetic features of vehicles.
The works of Pugliese and Cagan [10] and McCormack
et al. [11] in shape grammars also decompose images
and extract aesthetic features. In order for it to be
feasible for a shape grammar to generate car and
motorcycle concepts, the parts and aesthetic features
were simplified to two dimensional line representations.
Shape grammars were then used to generate a range
of concepts experimenting with aesthetic features and
recognition of brand. This research shows that simple
2d line representations of vehicles can still contain
enough visual information to portray some degree of
aesthetic characteristics.
Related to this study is work by Tovey and Porter [12],
considering sketching in automotive design and the
technique of de-layering to decompose drawings. The
de-layering process consisted of taking sketches made
by students and professionals and breaking them down
into form lines, components, form shading and non-form
shading. The study showed the form lines to be most
expressive and carry the intentions of the designer.
The study further shows that certain features may be
isolated as containing the major aesthetic characteristics
of a design.
Warell [13] investigates form-syntactics. These are
all features characterizing the aesthetic effect of visual
form. The approach adopted to achieve this begins
with the identification of these syntactics. In order
to investigate them further a syntactic analysis was

conducted in which consumers were shown images of
the same product where syntactic elements were either
altered or excluded. Participants were surveyed as to
how well different adjectives characterized the variant
designs. Conclusions drawn from this study suggest that
by using this approach it is possible to gather valuable
information on the effects of particular aesthetic features.
Karjalainen [14] conducted a similar study in which
product ranges were decomposed and features identified
as being characteristic of particular brands were isolated.
These features were then used as a basis for designing
different products but still identifiably of the same brand.
Results showed that such analysis of the product range
and isolation of features could be used as a basis to
design products exhibiting distinct brand features.
While all of these studies are relevant in their
demonstrations of strategies for decomposing and
isolating aesthetic features, no single method shall be
adopted for this investigation. Rather elements from
a number of the studies shall be drawn on to develop
the methodology employed in this study.
and management departments to consumers. It begins

with an ideation stage where designers think visually
using sketches to begin to embody concepts. This stage
is followed by realization of design where initial sketches
are developed to the point where a full vehicle can be
digitally modelled in 3d. These digital models are then
refined and finally modelled at full size in clay. Based
on refinements to the clay model a decision is made
whether to proceed with design and so move onto
engineering design activities.
It is in the styling and design process that designers

work to create a visually appealing vehicle that
communicates product and brand values specified by
marketing and management departments to consumers.
Cheuet et al. [9] state that it is the sketches which
express the designers ideas, and therefore implicitly
contain the semantics of the context. As the study
here investigates the idea of deconstructing designs to
analyze communication of their aesthetic properties,
it is crucial to analyze a designs construction and its
aesthetic messages. Consequently, the initial stages
of the styling process are considered in detail.
5 Vehicle design process
As previously stated purpose of the decomposition,
In order to better contextualise vehicle designs that
in the context of this study, is to investigate the
are to be decomposed, the initial steps of the process
information encoded in the aesthetic design of cars.
commonly followed to develop a vehicles exterior
This information becomes encoded as it is designed
design, shall be discussed. Following discussion
and much of this is done through the proposed vehicles
with industry representatives and practitioners, a
sketches. The approach reported here can be described
generalization of the steps taken by most design teams
using an analogy between physiology in the animal
was established (Figure 1). It was found that the styling
kingdom and the composition of vehicles design.
design process is the key stage in which designers work
The first stage of the process of constructing the
to create a visually appealing vehicle that communicates
vehicle is to define its bones or skeleton. In the
the values of the manufacturer, specified by marketing
same way that the bones or skeleton define an
animals size and stature, they define a vehicles general
dimensions or volumes. Sketching into this basic form
the vehicles daylight opening (DLO, also known as
the greenhouse, these are the windows) defines
the vehicles stance or posture.
Once the vehicle has some proportions and rough
dimensions, further detail is added to the vehicles
surfaces. Continuing the animal analogy this stage can
be called muscles. As with a skeleton, the bones define
dimensions and proportions but much of the figure is
defined by the vehicles surfacing. This stage details the
vehicles surfaces with curves, edges and character lines

which provide much of the vehicles aesthetic intent.
While the markings on an animal make no difference
Fig. 1. Initial design phase of vehicle design process
113
to its size and figure, they are of equal importance to

appearance. This is thought to be true in vehicle design
too. The final part of this animal analogy is concerned
with this idea of markings. The stage of graphics
consists of adding such detail as grills, head lamps,
vents, as well as colour schemes, badges and logos.
6 Proposed decomposition strategy

Having discussed the use of isolation of features and
decomposition of images to better understand the
influence of constituent parts, and then explored the
steps taken by designers to develop vehicle designs,
the following decomposition strategy is proposed. The
strategy is based on a reversal of the sketching process
detailed in 5. The format is as follows: The vehicle
skeleton or bones is interpreted as the vehicle outline
including wheels. The vehicles stance or posture is
defined when the DLO is added to the design, hence the
second feature category is the vehicles DLO. The third
feature category is the vehicles muscles or surfacing.
This is any surface line or detail that is not included in
the vehicle or DLO outline. The final feature category
is the vehicle graphics. This is effectively any features
that are not included in the above feature categories.
The mode of representation of the feature categories
draws on the examples of Pugliese and Cagan [10]
and McCormack et al. [11] The images of vehicles are
reproduced as black and white 2d line representations.
The level of detail is low and the outline is represented
as one shape as with the DLO. Surfacing is represented
by curved lines tracing any hard edges in the surface.
Graphics are represented by simplified shapes with
the exception of the grill which may be shown in further
detail. In order to asses the effect of isolating the
feature categories, participants are shown individual
feature categories and combinations of different feature
categories (figure 2).
7 Evaluating the decomposition strategy

In order to assess the proposed decomposition method,
a web-based survey was created and distributed.
A survey technique was chosen in order to investigate
whether or not consumers could recognize brand
when shown different decomposition vehicles aesthetic
features. A survey method was considered most
appropriate given the requirement to obtain
a generalised consumer perspective ie. a significant
sample population.
114
Fig. 2. Decomposition strategy
As the survey is primarily concerned with consumer

recognition of brand, a basic question of whether or
not brand can be recognised was posed. It is thought,
however, that by posing additional questions, a further
insight into what participants recognise from different
decompositions can be obtained, thus providing better
assessment and richer feedback of the decomposition
strategy. It is acknowledged that brand is most
embodied by the products it represents [15-17].
Thus the questions posed to participants shall address
physical and subjective attributes that characterise the
product as well as the basic question relating to brand
recognition. Thus the following questions were posed
to participants in a multiple choice format when viewing
images of vehicles.
In which segment does this vehicle belong?
Which emotions best describe this vehicles
character?
Which brand manufactures this car?
For the purposes of assessing vehicle brand recognition,
no filtering of participants was undertaken other
than being over the legal age to drive a vehicle. This
was deemed sufficient given the ubiquitous nature of
vehicles. As this was only an investigation within the
study into visually decomposing products, only the
front views of five vehicles (BMW 3 Series, Audi A4,
Mercedes-Benz C-Class, Ford Mondeo, Honda Accord
saloons) were used. Using five vehicles meant that there
were 80 decomposition images in total (16 possible
combinations of decompositions per vehicle, using 5
vehicles). Including all of the images would result in
Fig. 3. Survey sequence and details of feature categories shown

Fig. 4 Responses to survey
8 Results
a lengthy and repetitive survey that few participants

would take the time to complete. Some combinations
of feature categories were thought to give away answers
to subsequent questions, while others were deemed
to be so obscure that any correct identification would
likely be down to luck. As a result, a sequence of 10
decomposition images was selected (figure 3). This
would show most of the feature category combinations
using a variety of vehicles yet avoiding explicit vehicle
identification too early in the survey. Participants were
given 20 seconds in which to answer the first three
questions. Once familiar with the survey format the
time limit for each question was cut to 15 seconds.
This was thought to encourage participants to record
their initial perceptions and to shorten survey time.
The survey was made available online for five days.

A total of 220 responses were recorded. Respondents
were members of the University of Bath, Mechanical
Engineering department and affiliated public, aged
between 17 and 63 years old. 86% of responses were
recorded by male participants and 14% by female.
Participants were also asked whether they held a drivers
license, for how long they had been able to drive and the
number of hours per week they spent in a car. This data
gives information on participants exposure to vehicles.
As part of profiling participants were also asked to
answer questions giving a self assessed measure of their
ability to recognize different brands of cars. Participants
were asked to record their confidence in being able
to identify different brands of car. It was found that,
of the vehicles included in the survey, participants
were most confident that they could identify a BMW,
with Mercedes second and Audi third. Honda was the
115
brand that participants felt least confident in identifying,

followed by Ford as the second least confident. It was
also found that 47% of participants held a cars styling
as being very important when considering purchasing
a car while 43% responded mildly important and 10%
responded not important. It was also found that 30% of
participants held vehicle brand as being very important
when considering purchasing a car while 58% responded
mildly important and 12% responded not important.
Results from the survey are shown in Figure 3.
Participants responses have been broken down into
categories such that they can be defined as correct
or incorrect. Criterion for correct and incorrect
responses were based on EuroNCAP [18] classification
to define segment manufactures literature on the
respective vehicles to define character.
9 Discussion
The purpose of conducting this survey was to assess the
validity of the decomposition strategy and obtain some
initial insights on the influence of different aesthetic
features on consumer recognition of brand. When first
viewing the results Figure 4 it is instantly clear that
different isolations of feature categories elicit different
levels of response from participants. Thus it can be seen
that despite the relatively high level of abstraction of
images shown to participants, and the aesthetic features
that constitute images are still rich enough to elicit
a range of responses.
Over the course of the survey, the number of feature
categories that make up an image increases. At the
first level, one feature category is shown per image.
One further feature category is added per image at
each of the subsequent levels until level 5 where the
complete design is shown. Hence, as participants
progress through the survey, they are given increasing
levels of information. However surprisingly, the number
of correctly identified characteristics did not increase
proportionally with the increasing level of information
(number of feature categories included) in each image.
In responses from all three questions, there are less
correct responses at levels 3 and 4 than there are for
some response at level 2. Namely questions referring
to A14 (1 feature category/level) B23, M25 (2 feature
categories/levels) received more correct responses than
images F31, A32, H4 (3and 4 feature categories/levels)
to all three questions.
116
The results do, however, show a trend indicating

that images containing the graphics feature category
produce a higher proportion of correctly identified
characteristics than those without. Images B11, M22,
and A32, all omitted the graphics feature category and
all return a smaller proportion of correct identifications.
Images including the graphics feature category are
represented by darker bars in Figure 3, all of which
return a greater proportion of correct responses.
When reviewing data collected on identification
of vehicle brand, it can be seen that some images
containing graphics as well as other feature categories
return unexpectedly low levels of correct responses.
It is possible to explain this variation by taking into
account participants confidence in identifying different
brands. In the profiling section of survey participants
were least confident in their ability to identify Hondas
and Fords. Hence the lack of correct identifications of
images, Ford level 3 and Honda level 4, can be explained
by participants being less familiar with these brands.
It is not possible to see any clear pattern when
reviewing responses with respect to particular brands
of vehicle. This is due to none of the vehicles sharing
a common combination of feature categories. As the
primary objectives of conducting the survey were to
identify aesthetic features and gain a basic understanding
of their influence, it was more appropriate to investigate
a range of brands but in less detail due to constraints on
the length of the survey. As part of further work in this
research, it would be worthwhile elaborating on this
survey as part of further work to investigate potential
patterns in decomposition of specific vehicle brands.
This can be done by carrying out a more exhaustive
survey which includes more combinations of feature
categories of the vehicles.
Throughout the survey participants achieve less correct
responses to questions on segment and character than
to questions on brand. It is thought that verbalizing
vehicles emotional character was found by participants
to be difficult, especially in reference to the low detail
images. This could be tested and improved by repeating
the survey using images with greater level of detail.
The majority of responses to vehicle segment were
also incorrect. The reason for this is thought to be due
to fact that only the front view of vehicles was used.
In essence it is thought to be difficult to guess vehicle
segment based on its front view, as many manufacturers
use the same front end design for different vehicles in

their product range. Another factor that is thought to
have contributed to the difficulty in correctly identifying
vehicle segment was the terminology adopted for the
survey. Although the terms used to describe vehicle
segments were technically correct (based on EuroNCAP
classification [18]), it is thought they were somewhat
ambiguous to interpret. Further experimentation asking
participants to identify segment pictorially is suggested
to remove this ambiguity. This method could also be
adopted to help participants answer questions relating
to vehicle character.
It is difficult to accurately identify the segment in
which a car belongs purely from the front view as
many manufacturers use similar, if not the same, front
designs across a range of differently sized vehicles.
Posing questions on a vehicles character while providing
limited visual detail, for many, was quite an abstract
concept, thus also a difficult question to answer.
There is some evidence to suggest that the trends
seen in responses relating to segment and character
correlate loosely with responses to vehicle brand.
This could be because, when participants immediately
indentify a vehicle as being of a certain brand, they
use their existing knowledge of that brand to fill in
details of character and segment. If this is the case it
concurs with established views of brand as a signifier of
product attributes and quality when they have not been
experienced first hand. This is something that could also
be elaborated upon and investigated further by carrying
out a longer more exhaustive survey which would
include more combinations of feature categories.
A multivariate analysis of results was conducted
including information gathered in the profiling stage
of the survey. This was done to ascertain whether
the effect of participants prior knowledge of, and
exposure to vehicles had any effect on participants
ability to identify vehicle characteristics. Broadly, of the
participants correctly identifying vehicle characteristics,
the proportions of age, gender, confidence in identifying
brands and interest in styling reflected those of the total
participant sample. As would be expected, it was found
that participants who could drive and spent longer per
week on the road answered a greater proportion (5%)
of questions correctly than those who did not.
In this study the front views of vehicles have been
analysed and decomposed. However when a person
assesses the appearance of a vehicle it is very rare that

he or she judges it purely from this elevation. In other
words it thought the front view of a vehicle alone is
not truly representative of the complete product.
Additionally, different elevations of vehicles contain
different varieties of styling cues. For example a vehicles
side panelling often contains far less in the way of
graphics while including far more in the way of surfacing
treatments. A vehicles rear elevation can offer designers
more possibility to employ styling strategy as there are
often less constraints relating to safety legislation and
aerodynamics to consider. Therefore, immediate further
work will be concerned with repeating the survey using
images of the side and rear of vehicles.
Having found that graphics have a the most significant
impact on recognition of brand and the characteristics
that go with it, further experimentation could be
carried out investigating geometries and relationships
between features within the vehicle graphics. In this
research graphic aesthetic features would be further
isolated such that their constituent geometry could
be measured and the effect of alterations on brand
recognition assessed. Hence following surveys of side
and rear views, the next stage of research would consist
of the development of metrics to allow a geometric
analysis of aesthetic features. As previously suggested
it is proposed that this detailed analysis, in the first
instance, would be conducted with respect to a
particular vehicle. Further brands, and possibly product
types, would be addressed in testing and elaboration
of the metrics developed.
10 Conclusions
Appearance has been highlighted as a one the influential
factors leading to a successful product. This paper
reports the development of a strategy to decompose
aesthetic features that constitute a products appearance
in order to explore the influence of certain features
on brand recognition. A web based survey was devised
to assess the validity of the decomposition strategy
and to gain initial insights on the influence of different
decompositions of aesthetic features on brand
recognition. Following this investigation it is possible to
draw several conclusions. It can be concluded that the
proposed strategy for decomposing product appearance
into feature categories was successful.
It isolated different geometries and features in designs
117
which lead participants to respond to different decom

positions of the same image in different ways. It can
also be concluded that some geometries hold more
potency than others in their ability to influence
recognition of brand. This was shown in participants
responses to images which included headlights and
grill detail producing far more correct responses
than those without. Due to the varying potency of
different decompositions of aesthetic features (feature
categories), it can be concluded that it is not the sum
of information included in decompositions (number
of feature categories) that influence responses, but
the potency of aesthetic features included.
8 B iederman, I. 1987. Recognition-by-Components:

A Theory of Human Image Understanding. Psychological
review, 1000(2), 22.
9 Cheutet, V., et al. (2008). Preserving car stylists design intent
through an ontology. International Journal on Interactive
Design and Manufacturing, 2(1), 9-16.
10 Pugliese, M. and J. Cagan. (2002). Capturing a rebel: modeling
the Harley-Davidson brand through a motorcycle shape
grammar. Research in Engineering Design, 13(3), 139-156.
11 M cCormack, J.P., J. Cagan, and C.M. Vogel. (2004). Speaking
the Buick language: capturing, understanding, and exploring
brand identity with shape grammars. Design Studies, 25(1), 1-29.
12 Tovey, M., S. Porter, and R. Newman. (2003). Sketching,
concept development and automotive design. Design
Acknowledgements
Nick Hull of the School of Art and Design at the
University of Coventry and Graham E. Pepall are
acknowledged for their insights on practices of
designers in the initial stages of vehicle design.
The work reported in the paper was carried within
the Innovative Design and Manufacturing Research
Centre at the University of Bath. This is funded by the
Engineering and Physical Sciences Research Council
(EPSRC) under Grant number reference GR/R67507/01.
This support is gratefully acknowledged.
Studies, 24, 135-153.

13 Warell, A. (2004). Towards a Theory-Based Method for
Evaluation of Visual Form Syntactics, in TMCE, Tools and
Methods for Competitive Engineering, H. Xirouchakis, Editor.
Millpress: Lausanne.
14 K arjalainen, T.-M. (2007). It Looks Like a Toyota: Educational
Approaches to Designing for Visual Brand Recognition.
International Journal of Design, 1(1), 14.
15. K arjalainen, T.-M. (2003). Strategic brand identity and
symbolic design cues. 6th Asian Design Conference, H. Aoki,
Editor. Journal of the Asian Design International Conference
Tsukuba Japan, 2003.
16 Keller, K.L., (2008). Strategic brand management : building,
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118
Engineering, Bath, UK
Toni Ryynnen, Annaleena Hakatie

toni.ryynanen @ helsinki.fi, annaleena.hakatie @ versofinland.fi
Design semantics and company context:

Practical packaging and branding
development case for food industry
Abstract
1 Introduction
It is argued that the basic functions of packaging are

related to either logistics or market needs. Packaging
is usually considered as a part of the product and the
brand: a product property or characteristic. Packaging
is also a concrete product attribute perceived by
the consumers. This paper is an attempt to describe
how a packaging design case proceeds in a food
industry in Finland. We will also analyse the roles of
packaging design research and consumer studies in
brand development. The research method applied
is a reflective case study. The outcomes of our case
are based on research literature on packaging design,
consumer studies and the empirical brand development
and packaging design project of a newly founded
Finnish egg producing company called Kieku Ltd. In the
conclusion we will show how the key elements of a new
egg brand under development can be transferred to the
attributes of package design. We suggest that packaging
design can be improved with constant and focused
consumer research. It is suggested that packaging design
elements can especially influence point-of-purchase
communication in the case of new product introduction.
Packaging is a quite ambiguous and multi-faceted

phenomenon that serves several functions. Prendergast
and Pitt [1] have argued that the basic functions of
packaging are either logistics or market needs. In these
terms safety, marketing, logistics and user convenience
are the most important ones. Or as Silayoi and Speece
[2] put it: Whatever the functional aspects of packaging
as related to logistics considerations, packaging is one
of the product attributes perceived by the consumers.
It cannot escape performing the marketing function ().
Researchers suggest that there are several packaging
elements affecting consumer purchase decisions, which
in turn, can be separated to two categories. The first is
visual elements including graphics, colour, and placement
of visual characters, size and shape. The second
is informational elements: product information and
technology image conveyed by the package. Another
approach is suggested by Ampuero and Vila [3]. The
researchers contemplate a clear distinction between
two main areas of packaging design: graphic components
(colour, typography, the graphical shapes and images)
and structural components (shape, size of the container,
materials used in the package).
In marketing literature, packaging is usually considered
as a part of the product and the brand: a product
property or characteristic. Others have defined
packaging as an extrinsic element of the product.
Underwood, Klein and Burke [4] suggest that price,
Keywords
Brand Development, Consumer Studies, Food Industry,
Packaging Design
119
brand and packaging are the most important extrinsic

elements when a consumer chooses a food product.
Packaging is also a concrete product attribute perceived
by the consumers. Packaging design can be seen as
a function or a phase in the product development
process in which properties of packaging are created
in an innovative way. Innovative packaging can be a
competitive advantage for a company. It can change
product quality perceived by a consumer and even
create a new or more beneficial market position
amongst the rivals. Increased global trade, new
lifestyles, smaller households and consumers search
for convenience are recognised as potential growth
areas of the packaging industry [5]. After all, packages
are basically the first things consumers perceive when
they arrive at purchase decisions. Researchers in several
articles have stated that Pilditch (1957) was the first one
to define packages as the silent salesmen [6][7]. From
the consumers point of view, the package must come
alive at the point of purchase in order to represent the
salesman or boost the sales.
Researching packages and package design is challenging,
firstly, due to the fact that packages are always a part of
another product. Usually a package is secondary to the
product it embodies or protects. Secondly, packages are
everyday objects. Consumers choose, use and dispose
of these objects on a daily basis. Despite the visibility of
packages in fast-moving consumer goods and especially
in food products, the design aspect is not studied in
actual design cases. Instead, research on packaging
and purchase decisions [2], consumer perceptions
of product packaging [3], marketing dimensions of
packaging [5] and packaging as brand communication
[8] has been studied just to mention a few recently
published articles. These studies have an important
role since the information provided can be exploited
in designing food packages. We do not concentrate on
the issues of design management or the management
process of packaging design. This kind of research has
already been undertaken elsewhere [9][10][11].
The research questions we seek to answer are two
fold. Firstly, we describe how a packaging design case
proceeds in a food industry. This will take place not
in terms of process description but in considering the
outcomes of packaging design. Secondly, we will analyse
the roles of packaging design and consumer studies
in a brand development process. Since healthy and
120
ethical consumption has gained importance in WesternEurope, the brands ability to intensively communicate
these aspects is vital to any food company. In spite of
that trend, eggs are still considered as a bulk production
without differentiating brands. The aim of our case is
to research the goals and outcomes of a newly founded
Finnish egg producing company, Kieku Ltd whose
owners wanted to create a strong egg brand with
distinctive characteristics based on: locality, product
traceability, safety, health benefits, and responsible
production methods.
The package was the main marketing means since
the start-up company had limited media marketing
resources. In addition, the administrative board decided
to invest in a package that would attract the consumers
attention at the point of sale. Connolly and Davidson
[12] have estimated that 73 percent of purchase
decisions are made at the point of sale. This estimation
is quite convincing since especially daily and grocery
purchases require only low involvement. Therefore,
it can be suggested that product packages and package
design might have a substantial effect on consumers
decision making. It is the package that represents
the product during the purchase process. Based on
a case study we will discuss how the study of consumer
preferences can support the package attributes
development.
In conclusion, we will show how the key elements
of new egg brand under creation can be transferred
to the attributes of package design. We also discuss
the elements of packaging design that existing consumer
studies have highlighted. Of particular interest are the
results of the studies that can be applied in order to
support the packaging design of a company.
2 Research method and objectives

of the study
The article is based on a documented case study in
a newly founded (2007) egg distribution company in
Finland. The focus is on a packaging design project
that took place in 2008-2009. The research approach
applied is a practical case study [13][14]. The case
study approach is not a method in the strict sense.
Rather, the case study approach could be defined as
a research strategy that can embody various research
methods and materials to study one or several cases.
The purpose of the case study is to produce knowledge

concerning specific place and time bound circumstances,
phenomena, processes, meanings and information [13].
The interpretation context of our case study is
grounded in consumer studies concerning packaging
design. By choosing this context we answer the
question: What does this case represent? In other
words, context and case are closely intertwined. Our
case is the outcome of a single packaging design project.
The outcomes of our case, the synthesis, is therefore
based on packaging design and consumer studies and
the empirical packaging design case. The context of
literature reviewed in this paper steers the focus to the
companies viewpoint: to brand development of newly
found food company and on consumers perception of
packaging design.
There are about
3,3 million hens in

Finland producing
approximately 60
million kilograms of
eggs per year. Eggs are
produced in cage, barn
and organic systems.
The free-range system
where hens have access
to the outdoors is not
used in Finland because
of the cold winters.
About 2 million kilos
of eggs are imported
and 10 million kilos are
exported yearly. The
yearly consumption
of eggs calculated per
Finn was 9,6 kilos in
2009. The consumption
The case data was collected during the brand and

package design project. The data set is the consumer
research conducted for the packaging design process.
The purpose of consumer research was to attain consumer
knowledge on which the design decisions could be based
on. In this sense the projects aims were organised
around the consumer or user-centred design thinking.
Previous research on packaging design and consumer
behaviour shows that particular brand choices and
brand loyalty are not that common in fast-moving
consumer goods. Especially eggs are seen as bulk
products in the food industry and the main competitive
strategy is price. This leads to an argument that
packaging must communicate the advantages of the low
involvement food product more efficiently than in other
product categories. It is also suggested that consumers
read label information more carefully than before as
they are concerned about their health and nutrition
[2]. According to Silayoi and Speece [2] convenience is
another key driver or trend for food choice all over the
world. These issues need to be taken into account when
packages are designed.
rates of the eggs have

been quite stable
during the last 10
years. Only in Portugal
is the consumption
of eggs lower than
in Finland when
compared to the EU15
countries [18].
3 The case of a new egg company in

Finland Kieku ltd
Case study research is usually thought to provide a
thick description concerning the phenomenon under
scrutiny [15]. It would mean an act of providing an
accurate description of the packaging design process.
Instead of focusing on the process and the roles of the
participating actors, we will examine the outcomes of
the project. The aim is to discuss consumer research

generated information as supporting a serious packaging
design in food industry.
This chapter will proceed as follows. Firstly, we will
introduce the basic information about the company,
and the specific characteristics of our case. Secondly,
the consumer study concerning the Kieku company and
packaging design related topics will be introduced. The
first part of the study was conducted in order to gain
knowledge about the egg markets in Finland. Altogether
448 test subjects answered a short survey questionnaire
designed to reveal the consumers insights.
Seventy-two percent of altogether 448 respondents
were women and 28% men. Most of the respondents
lived in the capital city or an other major city in Finland.
The age distribution was under 30 years (37%); 31-45
years (51%), and over 46 years (18%). Most of the test
subjects were women. It is stated that though the role
of women has changed drastically over the last 30 years,
female consumers when co-habiting continue to take
on the main shopping role [16]. Another study about the
significance of gender for food choices by Beardsworth,
Brynan, Keil and Goode [17] suggested that it was
women who were mostly responsible for deciding what
food products are purchased.
The interest of the survey was placed on how,
why and based on what the consumers usually
choose and buy their eggs. The goal was to obtain
information concerning the general attitudes of the
consumers towards eggs as foodstuff and detailed
reasons for buying eggs. The knowledge provided by
the basic study was taken advantage of in the brand
and packaging design process. The second part of the
study was positioned as to produce information for the
actual packaging design. Questions concerning package
colours, general aesthetics, health and nutritional
communications (that would be printed on the package)
and the final outer form of the package were included.
3.1 Profile of Kieku company
Kieku Ltd is a quite new egg-producing company
founded in Finland in 2007 (www.kiekuoy.fi). Kieku is
owned by 17 family-based poultry farmers devoted to
further develop the egg business. All of the families have
a long tradition as poultry farmers, and some of them
have produced eggs for several generations. Overall the
volume of Kiekus production equals approximately 15%
of the total egg production in Finland1.
121

Fig. 1. New OmegaOptima barn cage and enriched cage eggs
launched in April 2009 (photograph: VersoFinland ltd).
The Kieku company is not just an ordinary egg producer

taking advantage of the packaging design. The company
has invested in research and development. The first
innovation in improving egg fat composition was launched
in May 2009 by the name Kieku OmegaOptima. These
eggs were the result of a long process of development
of poultry feed together with Suomen Rehu (Finnish
Feed Ltd). This new innovative feed is a combination
of different ingredients, above all flaxseed, a high level
of oat and prebiotic ingredient. All of these different
components together affect the nutritional quality
of eggs, including the quality of fat, in a positive
way. The nutritional content of OmegaOptima
eggs is closer to recommendations set by the food
authorities. OmegaOptima eggs have: less than 0,2
mg cholesterol/egg, a high level of Omega-3 fatty acids,
the Omega 6-ratio to omega 3-fatty acids is changed to
optimal 2:1, and 68% of the total fat is unsaturated.
OmegaOptima eggs are produced in both barn and
enriched cage systems. In the enriched cage system,
Kiekus hens have furnished cages which contain
perches, nests, a litter area and more space per the bird
than in conventional battery cages. In the barn system,
Kiekus hens have the freedom and space to move
around, stretch and exercise in the building. Perches
are also provided for the hens to roost on as well as
material to dust bathe and forage for food. There are
nests where they can perform their nesting behaviours
and lay their eggs in peace. The living conditions are as
close to natural as possible.
3.2 Consumer research The market and
consumer choice
As stated earlier, eggs are perceived as bulk products
in the food industry. Practically there is no branding in
122
the Finnish market. This is partly due to the fact that

eggs are classified as low involvement products and the
chosen competitive strategy is conventionally price.
For example, price, type of packaging and product
information are identified as the central purchasing
attributes for fresh-cut carrots [19]. In many food cases
the label organic receives greater purchase intention.
It seems that general attitude in the industry is against
serious branding since eggs are perceived as a cheap
and bulk food stuff. This is one of the reasons why the
general selling layout in the grocery stores is quite
uninventive. Also the shape of a cheap egg carton with
limited printing space provides hardly any opportunities
to communicate brand or special brand elements to the
consumer as the pictures in Figure 2 show.
In the beginning of our research it was noticed that
it would be beneficial to acquire basic information
concerning the egg markets and consumer preferences.
Therefore, the first part of the consumer research
embodied general questions. The questions asked
were, for example, what are the main reasons for
choosing eggs? Thirty-eight percent of the test subjects
emphasised ethical and responsible living conditions of
poultry (organic eggs), 33% answered that price was
the most important factor and 10% highlighted the
size of the single egg in the package (small, medium or
large). Another question was about the most suitable
size of the egg package for the consumers household.
The most popular sizes were 10 eggs (42%) and 6 eggs
(25%) per package. Twenty-four percent answered that
they prefer packages larger than 10 eggs. The research
confirmed that the present packaging sizes in the market
are the most preferred. Based on this information the
packaging sizes of the eggs were not altered. The results
can be justified also in terms of household sizes: 6-eggs
packages were preferred by smaller households, while
larger packs were popular amongst larger families.

Fig. 2. The typical
sales layout
and package of
eggs in grocery
stores in Finland
(photographs:
Author) .
Another general questions emphasised how people use

eggs, what factors related to composition of eggs they
were interested in and on what issues concerning eggs
would they like to receive more information. Based
on the answers it was decided that the nutritional
information of the new packages has to be as concrete
as possible and oriented to individual health benefits.
The question, what kind of benefits will I gain by eating
OmegaOptima eggs was to establish the base of
nutritional information communication in the packages.
The communication content of the health benefits was
studied with several rounds of consumers tests. Also
legislation has influenced the final formulation of printed
package texts, but in this article we decided not to
discuss text content creation further.
However, the basic questions about eggs did not
provide much information for a new brands visual
communication. It is noticed that a consumer shopping
for products in an unfamiliar category, or considering a
less familiar brand, is likely to evaluate the packaging for
these products more closely than they would a more
familiar brand [4]. We suggest that above-mentioned
can be extended to new products and brand extensions
under development. Underwood et al. [4] conclude
that a package picture seems most likely to help low
familiarity brands with moderate to high levels of ex
periential benefits. In the case of new brand and product
this is a desirable outcome, but not sufficient alone.
The positive intention does not always convert into
action: consumers are not necessarily willing to
pay more for organic products. It seems that price
still dominates over other product attributes. The

consumers answers might be normative: it is more
appropriate to prefer organic products than cheap
price. In our consumer research the case was slightly
different. Ethical production and the availability of
a natural living environment for the poultry were
appreciated as much as price. The conclusion might
state that most consumers appreciate lower priced
products which are certified with ethical production.
This paradox is solved in the market by the consumer
preference: they prefer either low price or ethical
production. Due to the research design of our study,
we did not clarify this paradox any further.
Consumers emphasised ethical and humane production
systems and the option to choose organic eggs as
important factors. Consumers also preferred low
prices and existing packaging sizes. Other issues were
appreciated as well: quality of the eggs, freshness
and domestic production. Consumers criticised and
boycotted battery farm production. At the same
time, the higher prices of the ethical production were
criticised. This contradiction was taken into account
when the packaging colours were chosen. The colours
of the new egg package needed to communicate both
price and ethical production methods.
3.3 Consumer research
support of package design
Silayoi and Speece [2] found in their consumer research
that graphics and colour, shape and size, and product
information were the most often identified food
packaging elements to which consumers responded.
Eggs as a foodstuff to be packaged have several
fundamental characteristics.
First of all, eggs are fragile products. This sets special
demands for the egg package, despite the fact that the
primary package the egg-shell is natural and in many
ways an unbeatable pack. The secondary package is to
protect the fragile, but otherwise excellent primary
pack. Secondly, the packaging material is important.
The present egg packages in usage are cardboardmass based. This packaging material is environmentally
friendly and above all recyclable. In this sense the
material of the existing egg packages was ideal and it
did not need any changing. Thirdly, and from the design
point of view there are some other restrictions. The
so-called MAYA-principle states that new designs should
be the most advanced yet acceptable.
123
This means that a designer could not alter the original

egg package too much. It had to be functional and
recognisable. Consumers must be able to recognise the
product as eggs by looking at the package. But still, a
new product should be distinctive. It should stand out
and differentiate positively from other products in the
same product range. It is also a question of logistics: the
package was to be designed in a way that it would be
easily packed on mechanised lines and transported with
existing methods and equipment.
The generally used, very low cost egg packages
cover the safety, environmental and functional issues.
Consumers are also familiar with the shape, but the
conventional package did not offer enough opportunities
for differentiation needed for the new brand. The
space for printing was limited and the requisite package
markings of the eggs would occupy all of the restricted
space. The cheap direct to the carton printing method
with smeary outcome confirmed the impression of low
quality. Also the existing carton colours available were
pulp grey, yellow and pink all of which were already in
use by the rivals.
Designing and producing totally own egg carton was too
costly for a start-up company investing already lot of
resources in the modern packaging centre. Fortunately,
there is Danish egg carton producer Hartmann (www.
hartmann.dk) in the market who has a carton model
that offers more options in terms of printing and
colours. The product serie imagic has large selections
of carton colours and the carton shape was designed
to have large flat top lid that could provide a place for
the printed label as well as direct printing. Also it was
possible to print inside of the lid and this space was
possible to use for information demanded by legislation
such as egg stamp information allowing more space to
be available for brand building elements. The price of
labelled carton was almost double compared to the
lowest price category cartons used by competitors, but
the administrative board of Kieku Ltd decided to invest
in the package. For a start-up company, the package
was considered as the main marketing mean. The
administrative board of the Kieku company understood
that in this case the cheap carton provides hardly
any possibilities to add brand building elements in a
differentiative way.
124
Fig. 3. Imagic carton provides both colours and large space and
quality printing options for creating distinguished graphic for the
Kieku OmegaOptima packages (photograph: Author).
Determining consumers colour associations is difficult;

in most cases it is impossible. Consumers may have
trouble articulating these complex associations if they
even can actively identify those [21]. Grossman and
Wisenblit [21] suggest an alternative strategy in the
cases where consumers associations seem to be out
of reach: it is useful to create new colour associations
which designers can control. Therefore, it is easier to
create new associations for a new product than for an
existing one.
Many famous and well-known brands are familiar
because of specific packaging colours. When consumers
learn colour associations of the products they seem to
prefer certain colours for various product categories
[21][22]. However, in the Kieku case it was clear that
new colours were to be introduced to be able to create
consumer loyalty and most important, to arouse the
consumer awareness at the point of sale.
The designers made package prototypes with three
different colours (brown, green and blue) combined
with white. The production method was also
communicated by text which was a visible part of the
total package graphic. The consumer was asked with a
comparative rating scale2 if he or she would consider that
the package on view contained ethically produced eggs.
The finding was that in spite of clearly readable
production method the brown package for enriched
eggs were associated almost as strongly to the ethical
production (53% agreed or strongly agreed) as the green
barn egg carton (67% agreed or strongly agreed). And
the same enriched egg package in blue was associated
The Likert scale
introduced to
consumers were from 1
to 5. (1=Strongly Agree,
2= Agree, 3=Not Sure,
4=Disagree and 5=
Strongly Disagree).
with both ethical and unethical production, but most

of the respondents were Not Sure (40%) if the package
contained ethically produced eggs3.
It is possible that the consumers were unsure whether
enriched cage system eggs are ethically produced, but it
can be concluded that colour associations significantly
affects consumers opinion. By changing only the color
of the package, while the graphic and text content
remained the same, it was possible to change the
consumers attitude to the desired direction. In this
case the sought-after association was ethical production
since the consumers in a previous research study
revealed that ethical production was often a reason for
the purchase.
Also the graphical and pictorial elements of packaging
design are noticed to affect consumers attention when
they face time constraints searching for products on
the shelves [2]. In Kiekus OmegaOptima package
the main graphical element, the white hen silhouette,
was part of the companys logo designed earlier and
used on the old packages. It was decided to also
add the hen silhouette to the new packages since it
had received plenty of positive response in previous
consumer researches. Since the hen silhouette has been
used in brand extension before it was concluded that
consumers are already familiar with the figure.
Rettie and Brewer [23] found that recall is better for
verbal stimuli when copy or text is on the right hand
side of the package, and better for visual or pictorial
stimuli when it is on the left hand side. In the Kieku
case, the pictorial element a figure of a hen was
placed slightly more to the left hand side and the text
that indicates the product method to the right hand side
in a large font size.
3
To the question
Would you say that

this package (blue
enriched cage package
on view) contain
ethically produced
eggs? the answers of
consumers were the
following: 5% Strongly
Agree, 23% Agree, 40%
Not Sure, 27% Disagree
and 5% Strongly
Disagree.
The common consumer comment is that the

manufacturers use small fonts and too dense writing
on their packages. A part of this problem is due to the
government regulations: certain information concerning
food must be communicated to the consumers on the
food packages. But also the manufacturers prefer to
add all available product information to the package.
Often in the case of brand or package renewal,
the manufacturers are not willing to give up any
previous information, yet the renewal process usually
demands significant of new information. The fact is
that the package has limited space to communicate
the product information to the consumer. Extensive
packing of information onto the label might lead to

poor readability and sometimes confusion [2]. Also
the welter of information might lead to the situation
in which consumers are not able to distinguish the
main information that communicates the competitive
advantage of the product.
The size of the texts and the product information of the
package was taken into account in the design process.
The health benefits were highlighted by placing them
in the hen figure area on the white background. The
formulation of the health benefit texts aimed to limited
amount of letters (naturally not diluting the intelligibility
of the claims) that a larger font size would be able to
use. The regulated product information and bar code
were placed on the back of the carton and also inside
the lid. The brand name, production method, single egg
size and contact information was also printed on the
front of the package because often the consumer sees
only the front side of the packages on the selling shelf.
The 12-egg carton has much more space for product
information than the 6-egg carton. However, during the
design process the decision was made that 6-egg carton
design leads the project. The reason was that readability
versus product information in the graphic is a much
more challenged design task in limited space. This leads
to slightly different graphic solutions between different
package sizes. The 6-egg carton has for example only
one GDA icon (energy/kcal), while the 12-egg carton
has all nutritional icons that belong to the GDA bar and
extended information on health and nutritional claims.
4 Conclusions
Packaging protects and preserves the product, facilitates
distribution and promotes customer choice. It sells,
informs and instructs the consumer, provides consumer
convenience and helps contain prices. Packaging also
promotes hygiene and safety, and it is innovative [5].
The package of a food product has several functions to
serve. The packaging design can be utilised in various
ways. This multidimensionality of the packs was
the starting point of our research, and it proved to
be both a concrete challenge and a possibility for the
development process. We came to the conclusion that
the factors related to packaging design would be best
shown by utilising an actual case from the food industry.
Eggs have traditionally been perceived as lowinvolvement, bulk, non-branded, of uniform quality
and homogenous food products. In the case of lowDesign and semantics of form and movement
125
involvement products, packaging is more important

than in branded goods. The package is usually a part
of product property or characteristic. Earlier studies
revealed that packaging usually represents the product:
packaging is related to the perceived quality. It was
also stated that increased attention did not always
result in purchase and product choice. Additionally, the
conducted consumer research revealed that price, the
production method and packaging size were the main
issues that mediated consumer egg choice. The results
showed that existing package sizes were preferred by
the consumers and they wanted to have more health
benefit and nutritional information on the packages.
As discussed earlier, packaging is the crucial pointof-purchase communication vehicle. When compared
to rival egg producers the Kieku eggs receive more
attention by standing out from the otherwise colourless
egg packages whose poor carton design forces them
to be without graphics. The packaging design was not
only styling of the old package or re-positioning of
the old product. The product innovation was based
on a newly developed OmegaOptima poultry feed.
The producers wanted to better communicate the
characteristic of the new product to consumers and
boost the sales by applying contemporary packaging
design.
The majority of consumers rely on packaging to aid in
their decision-making at the point of food stuff purchase
[7]. Packaging design is an important part of the brandbuilding and profit-making business in the food sector.
Especially in the case of new product introduction,
packaging design plays an important role. Other suitable
situations for utilising contemporary packaging design
are diverse: communicating product changes, product
re-positioning or brand extensions. New package
design can also update a product to correspond or even
outplay the products of the rivals on the market. The
next figure 4 sums up the major results of the Kieku
case study.
Previous research has identified several elements
that affect consumer purchase decisions. Silayoi
and Speece [12] emphasise visual and informational
elements. Another study provided by the researchers
Ampuero and Vila [3] suggests that the two main areas
of packaging design include graphic components and
structural components. Although these two studies do
126
Fig. 4. Theoretical framework of packaging design based on

consumer research literature and the Kieku case study.
not describe exactly identical factors, we interpreted

that these approaches could be divided to four main
components of packaging design: graphics, colour,
shape and size, and product information. These were
the characteristics that were taken into account in the
Kieku eggs packaging design project.
The graphical elements on the Kieku package included
a simple shape of a hen printed on the lid. This element
was also a platform for the product-related text.
Previous research had shown that copy will work best
when printed on the right hand side and the graphic and
pictures on the left hand side. These principles were
utilised in packaging design.
The second element was colour. The goal was to create
a fixed colour system that would communicate certain
product features that consumers would also learn and
adopt easily. In terms of distinction the colours should
be different from existing colours used in egg packs:
three new colours were introduced and tested in the
consumer research. The main contribution of the
consumer research was that changing only the colour
of the package, without touching the graphic design,
significantly changed the perception of the packages.
The third element was the shape and size of a package.
It was obvious that the new package had to be different
from existing ones. The new pack had to be distinctive,
but not too futuristic or odd. The first consumer
research conducted during the package design project

confirmed that the sizes of the packs should not be
changed. The 6- and 12-eggs packages were introduced.
The fourth element was the product information to
be printed on the Kieku egg package. The Finnish and
European Union legislation regulates the obligatory
text that had to be presented on the package. It was
decided to print voluntary information with a larger font
and the amount of information was restricted. Despite
the limited space additional nutritional information was
included. The designer used both sides of the lid in order
to get all the needed information printed on the package.
Designing packages for the new products is challenging.
Conducted consumer studies and research literature
concerning packaging design helped in making crucial
decision during the project. However, it became clear
that every single choice in designing cannot be justified
based on research. It is simply not economically viable.
Some of the package design solutions have to be left to
the professional designer. Usually the artistic solutions
taking place in package design projects are in any case
very hard to justify in terms of scientific research.
Consumer research can aid the designers to choose
between the different solutions designed by them.
It is rather a tool to help decision making by designers.
It is too early to estimate the monetary benefits of
Kiekus new product innovation or the impact of
packaging design on the companys or the farmers
income. The company is still quite new, and there are
no previous points of comparison. What is clear is that
Kieku has managed to cover 15% of the overall volume
of the egg markets in Finland in 2007-2008. The new
brand has also offered better margins of profit for the
whole chain of production. This can be argued to be
at least partly a consequence of new OmegaOptima
poultry-feed innovation and the Kieku brand as well as
well communicating new packaging design.
4 U nderwood, R., Klein, N. & Burke, R. (2001). Packaging

communication: attentional effects of product imagery.
Journal of Product & Brand Management 10(7), 403-422.
5 Rundh, B. (2005). The multi-faceted dimension of packaging.
Marketing logistics or marketing tool? British Food Journal
107(9), 670-684.
6 Vazques, D., Bruce, M. & Studd, R (2003). A case study
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UK food retailer. British Food Journal 105(9), 602-617.
7 Wells L.E., Farley, H. & Armstrong, G. A. (2007). The
importance of packaging design for own-label food brands.
International Journal of Retail & Distribution Management
35(9), 677-690.
8 U nderwood, R. & Klein N. (2002). Packaging as brand
communication: effects of product pictures on consumer
responses to the package and brand. Journal of Marketing
Theory and Practice 10(4), 58-68.
9 Vazques, D. & Bruce, M. (2002). Design management the
unexplored retail marketing competence. International
Journal of Retail & Distribution Management 30(4), 202-210.
10 Vazques, D., Bruce M. & Rachel Studd (2003).
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process within a UK food retailer. British Food Journal 105(9),
602-617.
11 G arca-Arca, J & Prado, J. C. (2008). Packaging design model
from a supply chain approach. Supply Chain Management:
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attributes: a conjoint analysis approach. European Journal of
Marketing 41(11/12), 1495-1517.
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Toni Ryynnen
University of Helsinki,
Department of
Economics and
Management,
Consumer Economics.
Helsinki, Finland
Annaleena Hakatie
Aalto University,
School of Art and
Design, Industrial
and Strategic Design,
VersoFinland Ltd,
Helsinki, Finland
128
Stijn Ossevoort
stijn.ossevoort @ hslu.ch
Product durability for the

experience society
Abstract
Keywords
consumption, leading the way to designers such as

Raymond Loewy, Harley Earl and Henry Dreyfuss
to apply design as a way to boost consumer spending
through product aesthetics [2,3].
Even today, design remains a tool to encourage
consumer spending and will remain so as long as our
economic system is based on thoughtless growth.
Exactly this growth is one of the most important
problems we have to face in the near future. We
currently exploit our natural resources at alarming
rates, consuming substances, which took millions of
years to form, in a matter of decades. It is inevitable
that major changes will have to take place in order
to create a sustainable world.
As designers we can contribute in many ways; in this
paper I will discuss the design challenges we face to
discourage reckless consumerism by improving Product
Durability within a future generation of products.
Sustainability, Durability, Product Semantics, Consumer

Electronics, Immateriality and Product Behaviour.
2 Product durability
We live in a society in which products are too easily

disposed of, thereby generating an unnecessary amount
of waste. Improving product durability is one of the
key issues toward creating a sustainable future.
Product durability not only depends on physical
durability but just as much on the semantic meaning
that the product evokes. Semantic meanings are hard
to predict and vary widely amongst individual users.
Through various design examples I will introduce a
new challenge in durable product design: behavioural
obsolescence. In future designs of electronic products,
designers not only need to find a balance between the
material and non-material counterparts, they need to
establish product behaviour, which is meaningful and
pleasant to the user in the long run.
1 Introduction
For too long, design has been hijacked by our
consumption driven economic system. When the world
economic system came to a standstill during the great
depression, market pioneers actively persuaded the
world to consume its way out [1]. From that point
onwards design became an important tool to stimulate
2.1 Durability as a sustainable issue

Our Western civilisation and the designed world it has
brought forward have initiated many problems that
threaten our natural environment. For a long time we
have been nave and ignorant (pollution, diminishing
the biodiversity or the depletion of natural resources).
In recent years it has become more obvious that our
natural environment can turn against us (damaged ozone
layer, upcoming diseases or the greenhouse effect).
129
These natural disasters have stressed the urgency to

create a sustainable world.
Product designers carry a high responsibility when
it comes to sustainable issues, as their creations
require material and energy resources. To diminish the
environmental burden, designers could reduce the use
of resources for new products, introduce renewable
resources where possible or create products that
last longer. The latter, is more difficult to resolve [4].
Whilst we can eliminate unsustainable materials and
change production processes, the durability discourse
requires not only a fundamental change in the products
physicality but also in the way we perceive products.
2.2 Physicality
Most companies are willing to reduce environmental
impacts by reducing waste, energy consumption, and
material usage, which are all measures that positively
reflect their business revenue. However increased
product durability implies a prolonged lifetime that is out
of tune with universal economic principles of growth.
Products that live longer cause a reduction in sales
volume and minimise the option for product innovation.
In reality, manufacturing products that last longer does
not necessarily pose a threat to a healthy economy.
Reducing the need for rapid product replacement leads
to new services, possibilities to upgrade and above all,
it allows products to become prone to aesthetic aging
which will ultimately attract loyal customers [5]. Whilst
improving the physical quality is a precondition, creating
durable products requires more. According to Jonathan
Chapman, if we limit ourselves to the physical durability
we will simply end up with durable waste [4].
2.3 Perception
Ever since design has become more involved with styling
than usefulness and quality, products have become sus
ceptible to styling updates. This brings us to the biggest
obstacle toward creating durable products, our drive
to purchase new products despite the fact that the
products they replace, still work.
Although design has become more related to styling, it
cannot solely be held responsible for the lack of product
durability. In the 1930s during the modernist period, the
role of design was to represent the functional aspects of
a product. It soon became clear that such an emphasis
on pure functionality would cause a loss of attachment
to products [6].
130
In many ways design offers the possibility to attach

oneself to a product. A functionalist design approach
may be criticised for not allowing space to create
a meaning; yet even functionalist designs, such as Dieter
Rams creations for Braun, may become icons with
a very strong meaning to its users [7].
To improve the products lifetime, it is important that
the product represents more than its functionality.
Product semantics are an important design discipline
that enables further understanding of these complex
dynamics.
3 Improving durability
3.1 Underlying factors
It is hard to compare products based on sustainable
criteria such as energy consumption, material usage,
reusability or recyclability. Even for products of the
same category it is difficult to judge the environmental
impact because most sustainable criteria are complex
and may not produce comparable results [8].
Comparisons are much easier when the product lifetime
is considered. Products that last a long time are more
likely to be judged the best sustainable choice, with
the exception of products that consume a substantial
amount of energy during usage, such as cars, fridges
or light bulbs [5]. The lifetime of these energy hungry
products may be challenged when they become less
efficient in comparison with new technologies.
In general, extending the product lifetime is an important
approach toward reducing the environmental burden.
However, if product life is such an important issue,
why are products replaced at ever increasing rates?
Shedroff and Walker name several factors that
influence the end of a products life. These factors vary
from disposability, wear, non-reparability, functional
obsolescence, technological obsolescence and aesthetic
(psychological) obsolescence [8,9]. Most of these
are directly linked to the products physicality unlike
aesthetic obsolescence, which is defined by the way we
perceive products. I have used this distinction to classify
these factors as either physical or perceptive (table 1).
For each factor I have added some common solutions
on how to improve the products durability.
3.2 Aesthetic obsolescence
Aesthetic obsolescence describes the urge to buy newer
versions based on style differences, caused by either
fashion or wear-and-tear. Products that experience
End of life
Cause
How to improve
Physicality
Disposability
Legislation, Pricing, Inform Users [9]
Wear
Use Durable Materials and Stable Technology [8,9]
Non-Reparability
Provide Access, Separate Functional Components,

Deliver Components [8,9]
Functional
Create Multifunctional Products [8,9]
Obsolescence
Technological
Provide Upgrades [8]
Obsolescence
Perception
Aesthetic
Hard
Simplicity, anti-Fashion, Aesthetic
Obsolescence
Qualities:
Aging [16]
Soft
Individual Meaning, Stories,
Qualities:
Mementos, Tailored and User

Inspired Design [5,13,15]
to obtain a special product relationship. It is about

generating a story around the product to strengthen
its soft qualities.
In 2002 I conducted a research project, called
Wearable Dreams to reveal individual relationships
between users and their wearable objects [13]. The
aim of the project was to develop a method to create
new objects based on a unique user-inspired story
that would harness personal meaning. In the project
I challenged 20 subjects to reveal their personal
relationship with one of their favourite wearable items.
Each subject was asked to write a story unearthing
the special bond they had with their favourite piece of
clothing. I used these stories to generate new wearable
items not necessarily of the same product type.
One of the outcomes was a Compass Coat that indicates
north through electroluminescent embroidered wires
(figure 1). Each wire signifies a plant that becomes active
when facing north.
Table 1. Factors that influence the end of a products life [8,9,10]
aesthetic obsolescence are disposed of for the reason

that, the semantic meaning of the product has changed
despite the fact that it may be in perfect working order.
In terms of product semantics, aesthetic obsolescence
is based on both the symbolic functions of the product
and the meaning it generates to its user (cultural, social,
technological, economic or ecological) [11,12].
According to McDonnagh & Lebbon the products
functions that evoke emotions can be divided into hard
and soft product functions [14]. Hard functions include
how the product works, how it is constructed and what
materials it is made of. Soft functions include intangible
qualities such as emotional bonds, personal taste, touch,
smell, feel and personality.
I have used the same qualification to make a distinction
between ways to reduce these so-called soft and
hard qualities of aesthetic obsolescence (see table 1).
For each quality there are a number of ways one can
eradicate aesthetic obsolescence [5,13,15,16].
Fig. 1 The Compass Coat

contains 24 electro luminescent
wires, which individually light up
when facing north. The coat is
inspired by the moss that grows
on the side of a tree which gets
most rained upon (major wind
direction).
3.3 Reducing aesthetic obsolescence through

user inspired design
One could reduce aesthetic obsolescence by creating a
unique personal meaning, however this does not imply
that every product should be tailor-made. Personal
meanings generated by one user can inspire other users
The coat was inspired by a subjects story about using

natural elements to find your way home when lost:
Lost in a new cultivated forest where every tree is planted
in regular rows and every tree looks the same.
There is a strong smell of pine. Its getting dark.
131
Temperature is falling below zero. Dependable Colin knows

how to use the side on each trunk on which moss grows to
find north...
The individually inspired approach proved not only
beneficial to a single user but also to a larger group
of users since it generates a story that facilitates
the creation of meaning. It shows that not only hard
product qualities, such as shape, usage, construction or
materiality create a meaning; also soft qualities such as
stories or mementos create a meaning which improves
the products durability [5,14,15].
4 A new challenge
4.1 From durables to consumables
Durable goods are generally defined as products of
which the expected lifetime exceeds three years [17].
This definition would mean that mobile phones are
consumables since the average life span of a mobile
phone is no more than 18 months [18].
The average life span of electronic products is still
decreasing, with the newest technologies taking the
lead. Research showed that 25% of vacuum cleaners,
60% of stereos and 90% of computers are still in
working order when they are disposed of [5]. With
the latest technology, life times worsen; most mobile
phones, when thrown away, are still in working order
[19]. Electronic durables become consumables just like
users become consumers.
Instead of improving the life span, fast developing
technology has a negative influence on the lifetime
of common electric appliances, such as toasters,
vacuum cleaners or sewing machines. More electric
appliances become electronic appliances through
the addition of electronic functions such as timers,
programmable settings or status indications. These
additional functions make them more vulnerable,
difficult to repair and sensitive to changes in technology
and style, which negatively influences their lifetime.
A straightforward approach to improve their lifetime
would be to reject materiality and strive for immaterial
products or services.
or interface. We have to bear in mind that not many

products can be transformed into a non-material
equivalent and, even if they could, we should be careful
not replace the physical product per se but insist on
a more meaningful solution.
I have challenged the view of a non-material future in
a project called Message in the Bottle [21] in which
I re-materialised a bygone product, an answer phone,
into a new product experience. The answer phone
consists of a wooden tray with glass bottles each of
which can receive a message, represented by a flickering
light inside the bottles, (see figure 2). By using radio
frequency technology and electronic tags a new message
can only enter an empty bottle; once the user opens
a bottle the message will be audible; tilting a bottle will
empty its contents. I developed a working prototype
in order to share this pleasurable experience, which
seemed so different to existing answer phone machines
and non-material voice boxes.
Fig. 2 Message in the Bottle, an answer

phone consisting of glass bottles which
capture messages. The product can be
4.2 Immateriality
Immateriality has long been seen as a saviour to our
material obsession. Many products such as analogue
water meters, computer backup drives or books and
newspapers have been replaced by an online service
132
experienced through its materiality;

users may collect the bottles that
contain special messages. In this concept,
the non-materiality of voice messages is
captured in a tangible object.
Fig. 3 The Birdbox alarm clock; the product consist

of a simple box and a mobile phone application.
Fig. 4 As soon as the alarm sounds a video of real birds will

appear in the opening. Whilst the product remains simple its
interface can be complex yet easy to change or upgrade. The

product shows a reduced materiality without compromising
the pleasure and experience of a real alarm clock.
End of life
Cause
How to improve
Physicality
Disposability
Legislation, Pricing, Inform Users [9]
Wear
Use Durable Materials and Stable Technology [8,9]
Non-Reparability
Provide Access, Separate Functional Components,

Deliver Components [8,9]
Functional
Create Multifunctional Products [8,9]
Obsolescence
Technological
Provide Upgrades [8]
4.3 New product relationships

Designers should not feel obliged to replace physical
objects with non-material equivalents. Instead they
could strive to create more meaningful objects by
establishing a balance between the material and nonmaterial counterparts.
Recently new opportunities have appeared with the
development of mobile phone applications such as
i-Apps. Although many mobile phone applications are
developed as an additional function for the phone, the
first applications have emerged that derive their true
meaning in relationship to an external product.
One of these products is the Birdbox, an alarm clock
developed by Luckybite [23]. The actual product is no
more than a cardboard box, matching the display of an
analogue clock that can be downloaded on an i-Phone
(fig 3). When the alarm sounds, whistling birds appear
instead of the face of the clock (fig 4).
The Birdbox shows that products can potentially exist
in both a material and non-material form. For the
Birdbox, the material part is kept simple, light and easy
to recycle. By separating the electronic component
(which I refer to as the non-material part), products
can remain simple and functional, which has a positive
influence on their durability. The electronic component
can be upgraded or replaced when necessary whilst the
material part of the product can be reused, sustainable
or subject to graceful aging.
Obsolescence
Perception
Aesthetic
Hard
Simplicity, anti-Fashion, Aesthetic
Obsolescence
Qualities:
Aging [16]
Soft
Individual Meaning, Stories,
Qualities:
Mementos, Tailored and User

Inspired Design [5,13,15]
Performance
Behavioural
Soft
Surprise, Mood, Support and
Obsolescence
Qualities:
Upgradability
Table 2. Completed overview of Factors that influence the

end of a products life
We need some kind of materiality to relate ourselves to

our world. This project aims to demonstrate that simply
removing the object itself does not necessarily eliminate the
annoyance caused by the object but may actually introduce
a less pleasant and meaningful relationship [20,21,22].
4.4 Behavioural obsolescence

Its clear that the meaning of electronic products in the
near future is not necessarily attached to their material
content. More products will contain technologies
that allow them to have a mind of their own, turning
the semantic meaning away from the material to the
behavioural content.
Product behaviour could manifest itself as a routine,
which might be a pleasant reliable relationship but
may just as well be a weary experience that challenges
the products durability. I would like to highlight this
future challenge by introducing the term behavioural
obsolescence (see table 2). Behavioural obsolescence
manifests itself through the performance or the
behavioural qualities we experience when using
the product.
To overcome Behavioural Obsolescence designers
should develop intelligent electronic products
with behaviours that can be supportive, witty
133
or even moody. When a product always behaves in an

expected way it may induce boredom in its relationship
with the user.
5 Hinte, van E. (1997). Eternally yours: Visions on product

endurance, 010 Publishers, Rotterdam.
6 Jaspers, K. (1931). Die geistige Situation der Zeit. In C. M.
Vogel. Notes on the evolution of design thinking: A work in
5 Conclusion
The lack of product durability is an important but
difficult problem to tackle. Products with a longer
lifetime are easily more sustainable than attempts
to adjust the material and energy intake during
production. Unfortunately, most products still show a
lifetime much shorter than their materiality allows, in
particular electronic devices. It is hard to increase the
products durability since it requires improvements on
various product levels which involve different players.
Firstly, on the physical level, any product has a limited
lifetime due to its material components. Products
are subject to wear and tear but might just as well be
surpassed by a new technology or the impossibility
of upgrading or repairing the product. Improving the
physical durability involves convincing companies that
products that last longer can fit with a healthy
business plan.
Secondly, every product carries a specific meaning
that is generated by the user. Products are sensitive
to aesthetic obsolescence when the user is not able to
establish a meaningful relationship. There are many ways
to improve designs either through a products hard or
soft qualities.
A new, third improvement is necessary to increase the
product durability. As products in general become more
intelligent they show a certain behaviour, which shapes
the relationship to the products user. To overcome
monotonous relationships intelligent electronic
products need to be fluid and easy to upgrade. This new
challenge can be related to as behavioural obsolescence.
progress, DMI Review, volume 20, number 2, 2009.

7 Sudjic, D. (2008). The language of things. Penguin Books,
London.
8 S hedroff, N. (2009). Design is the problem, The future of
design must be sustainable. Rosenfeld Media, LCC, New York
9 Walker, S. (2006). Sustainable by design. Explorations in
theory and praxis. Earthscan, London
10 Packard, V. (1978), The waste makers, Simon & Schuster
edition, Middlesex Penguin.
11 V ihma, S. (1995). Design semantics and aesthetics. Thesis,
University of Art and Design Helsinki.
12 K arjalainen, T. (2006). Semantic transformation in design.
Communicating strategic brand identity through product
design references. Thesis, University of Art and Design
Helsinki.
13 Ossevoort, S. H. W. (2002). Wearable dreams. Research
project to initiate the Interaction Design Institute Ivrea.
Unpublished.
14 M cDonagh & Lebbon. (2000). In Karjalainen, T. Semantic
transformation in design. Communicating strategic brand
identity through product design references. Thesis, University
of Art and Design Helsinki.
15 G ros, J. (2003). Art customisation, individualisation and
personalisation are characteristics of art. In Tseng, M. M. &
Piller, F. T. The customer centric enterprise. Advances in mass
customisation and personalisation, New York, Berlin.
16 Z afarmand, S. J., Sugiyama, K. & Watanabe, M. (2003).
Aesthetic and sustainability: The aesthetic attributes
promoting product sustainability.
17 Encyclopaedia Brittanica (2010), online via www.britannica.com
18 EPA (2010) via http://www.epa.gov/epawaste/partnerships/
stewardship/index.htm
19 Slade, G. (2006). Made to break. Technology and
References
1 M eikle J. L. (1995). American plastic: A cultural history. New
Brunswick, NJ, Twentieth Century Limited, Philadelphia, 1979.
2 Craig M. Vogel (2009). Notes on the evolution of design
thinking: A work in progress, DMI Review, volume 20,
number 2, 2009.
3 N ever leave well enough alone (1951). Autobiography of
Raymond Loewy, published online via www.raymondloewy.com
4 Chapman, J. (2009) Design for (emotional) durability.
Massachusetts Institute of Technology, Design Issues:
Volume 25, Number 4 autumn 2009.
134
obsolescence in America. Harvard University Press

20 Ossevoort, S.H.W. (2000). Message in a bottle, an
answerphone. Graduation Project Royal College of Art,
London.
21 Ossevoort, S.H.W. (2008). From electric devices to
electronic behaviour. Communications in Computer and
Information Science, Volume 7, Springer Berlin Heidelberg.
Stijn Ossevoort
2 2 Dunne, A. (1999). Hertzian tales. Electronic products aesthetic
Lucerne School of
experience and critical design. Royal College of Art, London.

23 B ischop, D. & Hulbert, T. (2009). Birdbox alarm clock, via
www.luckybite.co.uk
Art and Design,

Institute of Design,
Lucerne, Switzerland
Franziska K. Nyffenegger, Dagmar Steffen

franziska.nyffenegger @ hslu.ch, dagmar.steffen @ hslu.ch
Souvenirs local messages.

An exploration from the design
perspective
Abstract
Souvenir products are probably as old as travelling.
They materialize both personal memories and social
encounters. In destination marketing, they may play
an important role by word-to-mouth promotion.
As emotional and narrative objects, they challenge
designers ingenuity. However, design studies have
neglected the topic and theoretical approaches from
a design perspective are lacking. This paper proposes
a framework for the design of souvenir objects based on
product semantics. First, it briefly resumes the state of
the art in souvenir studies as achieved in social science.
In a second and main part, it analyses existing souvenir
objects using product semantics models. Finally,
conclusions aimed at the outline of a design brief are
drawn and discussed.
Keywords
Product Semantics, Souvenir Design, Destination
Marketing
1 Introduction
Souvenir objects are well known to all of us. We
treasure them in our homes, our bags, and our pockets.
They bear in remembrance remote places and times
or past events. As animated objects [1, p. 52], they
are able to trigger our souls. The word souvenir is
closely tied to tourism and travelling and the borderline
to merchandising articles is blurred. The intersection
of personal memory, product design and destination

marketing is the subject of this paper. It examines travel
souvenirs as a means of destination marketing from a
design perspective. Thus, it focuses on souvenirs for
sale; the so-called non-declared souvenirs, i.e. shells,
sand, stones or place-name signs ranking quite high in
popularity within the whole range of travellers tokens
are excluded.
The paper is based on an ongoing research project
carried out at the Lucerne School of Art and Design
in cooperation with five commercial partners. The
title Souvenirs: Destination Marketing and Design
indicates the project focus. The results aimed for are
twofold: On one hand, new souvenir products for
specific destinations will be developed, on the other
hand, a framework for souvenir design in tourism will be
generated. The design part took place in summer 2010;
the final report will be available in spring 2011. This
paper presents preliminary results as achieved by end
of August 2010.
Souvenir studies from a genuine design perspective are
rare. Textile designer Beverly Gordon states in an often
cited article that souvenirs are important economically,
psychologically and culturally but have never been
looked at categorically and phenomenologically [2,
p. 144]. Design studies have not yet explored product
semantics and the contexts of souvenirs in depth;
theory-driven reflections are lacking. Nonetheless,
souvenirs have been a concern in design practice and
135
design education. Most of the time, the conventional

commercial range of products on offer is criticized to
be trashy kitsch, as Widmayer [3, p. 106] observes, and
she pursues: This is probably mainly because they are
often inadequate or incongruous in their shape, colour,
materials used, dimensions or in the sheer quantities
they are produced in. () There is hardly any product
group that is the subject of quite so much derision and
ridicule and which still enjoys such high sales.
Consequentially, the typical design approach to the
subject has been the improvement of the artistic
quality of souvenirs. This perspective emerges in the
1920s parallel to the Modern movement [4, p. 26ff].
Later, Museums of arts and crafts broached the issue
with exhibitions concerning good form and souvenir
quality. These shows were realized in cooperation with
design organisations such as the German Werkbund [5]
or with national tourism organisations [6]. The redesign
of the Bremen Town Musicians in 1991 provides a
more recent example [7]. In the frame of a design
competition, well-known designers such as Alessandro
Mendini, Michele de Lucchi, Ron Arad and many others
delivered new interpretations of the traditional town
symbol. Unfortunately, the winners redesign never
went into production since it turned out to be too
expensive and retailers showed no interest in the design.
The inefficacy of such design initiatives proves clearly
that theory-driven reflections are lacking. Artistic
quality or so-called good design might be desirable
or even essential, but it is not sufficient for a successful
launch of new souvenir objects. We therefore suggest
a more holistic view. Our hypothesis claims that the
context i.e. the destinations where the souvenirs
will be sold, the propensity to consume and bias of the
tourists, last not least production and costs has to
be taken into consideration as well.
This paper first shortly resumes the state of the
art in souvenir studies as achieved in history, social
science and tourism research. Secondly, it analyses
how local reference may be materialized in souvenir
objects. Selected examples are discussed using a
semantic approach. The third and final part proposes a
framework for souvenir design briefs.
2 Souvenir studies
Various disciplines have dedicated research to the
history and character of souvenir objects. They have
136
been a topic both in the humanities and in social science.

Social and cultural sciences, for example, have studied
how travel souvenirs are produced and consumed and
how they unfold their fascination. The essay collection
Souvenirs: The Material Culture of Tourism offers
a wide selection of sociological, anthropological and
ethnographical case studies [8]. German readers find
similar approaches in a recently published conference
reader [9]. A comprehensive catalogue covers historical
aspects [10]. Last not least, travel souvenirs have also
been a topic in tourism research [see e.g. 11, 12].
2.1 Souvenir history
Souvenirs are probably as old as travelling. They are
the material outcome of cross-cultural encounter due
to trade, pilgrimage and sightseeing. Ever since humans
started to visit places far from home, they brought
back material token from those journeys. Miniatures of
Artemis temple in Ephesus, one of the Seven Wonders
of the World, count among the earliest examples of
industrially produced souvenirs; Greek writers mention
the presence of souvenir retailers near famous and
therefore frequently visited sights [3, p. 104].
Cultural tourism with all its consequences is not an
invention of our times: As early as the Hellenistic era
(ca. 300 BC), antique sources confirm that travellers
broke off little pieces of statues or buildings in order
to take them home as souvenirs. The antique patriarchs
of the art were forced to consider how the plundering
could be stopped. So they invented surrogate figures
of clay and loam. In order to protect the originals,
they forged them, and sold them piece by piece.
[Bazon Brock, cited in 13, p. 72]
Each epoch produced its own travel cultures and
related souvenir styles [10]. Still, some characteristics
of travellers token remain unchanged for centuries
as we will see further on.
2.2 Making money with memories
Since antique times, travel and souvenir industry are
inseparable and the commercial relevance of souvenir
objects is quite high. American Tourists, for example,
spend about 33% to 56% of their travel budget on
shopping and a good part of it on souvenirs [11, p. 153,
12, p. 364]. The sales volumes on souvenirs affirm
their economic importance. In the United States end
of the 1990s tourists spent 20 billion dollars yearly for
souvenir purchase [14, p. 149], in Germany beginning of
the 1990s around 1 to 1.5 billion Euros [3, p. 106], and

in Switzerland in 2004 around 67 million Swiss Francs
[15, p. 8]. Business economists are therefore very
interested in learning more about tourists consumer
behaviour. One approach explores tourists and retailers
perception of souvenirs [12]. It aims at matching product
assortment better to the needs of visitors. Thereby,
retailers should be able to improve their incomes.
However, quantitative empirical data are difficult to
obtain and do not deliver clear evidence [12, p. 374].
2.3 Strategic branding for destinations
An economic view on souvenirs also considers their
role in destination marketing. With a daily revenue of 2
billion US $, travel and tourism form the second largest
world industry [16, p. 611]. In this highly competitive
market, distinction becomes more and more important.
Strategic branding is mandatory to achieve success.
Well-designed souvenir products may support a
destinations image and its marketing strategy. On one
hand, souvenirs are able to incorporate and materialize
symbolic brand attributes; on the other hand, they
trigger conversations about their provenience [16, p.
619ff]. In tourism, worldwide more than 1480 billion
US $ are spent for marketing [16, p. 623]. Nonetheless,
word-of-mouth remains the most important mean of
advertisement. Souvenirs as messengers of the local count
therefore among the most valuable brand elements.
2.4 Individual identities and social glue
Souvenirs fulfil two different aims: They serve as
personal mementos and they accomplish social needs.
These two functions generate different research
fields. The first perspective conceives souvenirs as
constituents of an individuals identity, as narratives
of self-identity [17, p. 31] and traces of authentic
experience [18, p. 135]. Cultural studies oriented
research takes up this perspective. Such investigations
interpret souvenirs as biographical testimonies, as
museum of the personal [19]. Psychology as well
contributes to this field by studying individuals
relationships with artefacts [20, 21].
The social dimension of souvenir objects is manifold.
It has been studied by disciplines as different as
ethnography, cultural anthropology, sociology,
geography, tourism research and economy. Research
questions concern production, distribution, and
consumption [8, 22]. These studies explore how
production and consumption tie different social worlds

and what happens on both ends of cross-cultural
encounter mediated by souvenir retail. Furthermore
they examine how the involved actors, i.e. the souvenir
producer and the tourist, deal with meaning and identity
and to what extent souvenirs are still part of cultural
capital. Another field of research concerns the impact
of tourism on local art and craft.
3 A design perspective on souvenirs

One of the basic assumptions of our research conceives
souvenir objects as signs resp. symbols (depending on
the definition of these terms). They commemorate
remote places, events and personal adventures of the
owner. In contrast to common everyday objects, this
is the first and most important function of souvenir
objects, even if they might offer also some utilitarian
function. Thus, souvenir retailers tag the practical
function of souvenirs as second use. Since the
meaning, the stimulation of memories and associations
is distinctive for souvenirs, design semantics offer
a suitable theoretical approach to the field.
In the following, we refer to the conception of symbols
as described by the American philosopher Susanne
Langer [23, p. 60-61, 64]. According to her, a symbol
comprises four components: First, the subject, i.e. the
person, to whom a symbol means something and who
interprets the symbol; second, the object in reality
which is also entitled referent or content; this is for
example the Eiffel Tower in Paris; thirdly, the symbol,
i.e. the vehicle for the conception of an object; in this
case, it might be a miniature replication of the Eiffel
Tower, a photography of the monument, a postcard
with an image of it or even the term Eiffel Tower
as such; and fourth, the conception of the object which
covers both denotations (the explicit meaning or
dictionary definition of a term, devoid of emotion) and
connotations (the subjective meaning of a term resp.
a symbol, closely connected with emotional associations
and ones own experience). Symbols, according to this
model, are not just given but can take various forms.
They arise from a creative process. The meaning of
objects is not fixed; it varies depending on users
cultural and social background and, especially in the case
of souvenirs, on life and travel experience.
We will now discuss several aspects essential for a
holistic perspective on souvenir design. First, we explore
semantic factors in more detail, provide a souvenir
137
typology and examine selected examples (3.1). Second,

we consider the perspective of destinations or event
organizers and discuss how souvenirs may support
strategic branding (3.2). Third, we briefly look at the
tourist and souvenir purchaser (3.3). We thereby
develop a triangular model comprising the souvenir
object, the destination or event to be remembered and
the user of the object.
3.1 Symbols of the extraordinary
Adopting the perspective of design semantics,
souvenir design equals symbol creation and has
therefore to consider questions concerning reference
and connotation. First of all, souvenir objects must
represent the place where they come from. Thus, the
first crucial question is: What reference is appropriate
in order to communicate the destination? However, there
are various possibilities to indicate the geographical
reference of tourists token. In this respect an analysis
by Gordon is instructive for design [2, p. 139-144]. She
constructs five typological subcategories for souvenirs.
Even if there might be overlap in some cases, the
typology is suitable to offer a starting point for the
design process:
A. Pictorial images. Postcards are the most common type
of contemporary souvenirs. Picture books, drawings
and photographs as well belong to this category.
Holiday snapshots unfold great authority; they serve
as witnesses and frozen-in-time reminders of
ephemeral adventures [2, p. 140].
B. Piece-of-the-rock souvenirs. This type of souvenir
objects, which are literally part of the whole,
includes all kinds of natural material such as shells
from the beach, stones or pinecones but also pieces
picked up from the built environment. According to
Gordon, the hunting or gathering need not have
been carried out by the person bringing home the
souvenir [2, p. 141]. Piece-of-the-rock souvenirs may
as well be customized and commercialized as canned
air from Los Angeles, certified pieces from the Berlin
Wall, or cut out and petrified parts of green turf from
World Cup soccer fields prove.
C. Marker. The easiest way is to mark souvenir-suited
objects T-shirts, peaked caps, neckties, mugs,
decorative wall plates, ashtrays, key rings etc. with
the name of a destination. Astonishingly, the simple
application of a few words to such very common,
138
run-of-the-mill objects suffices to add emotional

value: Like a magical incantation, the words
souvenir of give power where none was before.
[2, p. 142].
D. Symbolic shorthand. Typical monuments like the Statue
of Liberty, the Eiffel Tower or the Brandenburg
Gate represent their location without the need of
any marker. Natural landmarks like the Matterhorn
or the Niagara Falls achieve the same effect. In
miniature, they serve as stenographs of their
provenance.
E. Local products. This category includes various objects,
ranging from indigenous food (Greek olive oil)
and food paraphernalia (Mexican tortilla press) to
identifiable local clothing (kilt from Scotland) and all
kinds of local crafts.
For sure, this typology offers a useful starting point
to set up a design briefing. The creation of symbolic
shorthand is probably the most challenging task. If a
designer is charged with a new souvenir design, she has
to choose a suitable referent. Of course, the Statue of
Liberty or the Eiffel Tower are unmistakable references
of New York or Paris. But on the one hand, many
tourist destinations or events have no such famous
monument or attraction at their disposal; on the other
hand, these one or two dozens of world-famous sights
became clichs or petrified stereotypes since they were
reproduced for millions and millions. Understandably,
some tourists are bored or disgusted by iconic
miniatures of such monuments. Thus, in order to satisfy
more discerning customers, the designer has to create a
fresh re-design of a famous referent or she has to create
an appropriate new symbol (Fig. 1).
The East German city of Weimar, for example, mostly
known for its cultural heritage including the Weimar
Classicism of Goethe and Schiller, has no significant
monument representing the place. Thus, a collection
of souvenirs designed by students at the Bauhaus
University embraces various items that show no
authentic locally routed forerunners [24]. A pair of
tights (with the so-called Gretchen question printed
onto) named Gretchens Masche (Gretchens trick) and
a plaited pastry Gretchens Zopf (Gretchens braid)
serve as example for this type of newly created souvenir
object. Both designs refer in a quite sophisticated way
to the location. They hint at the literary character
Gretchen in the magnum opus Faust by Goethe.
Clearly, these souvenirs incorporate narrative elements,

they invite to tell the background story an aspect
mainly suitable for culturally interested tourists
belonging to the educated middle class.
Fig. 1. Souvenirs from Weimar: Gretchens Masche, a pair of

tights (design Natalie Ahrens) and Gretchens Zopf, a plaited
[4]. Some markers are very obtrusive while others

mark a product in a more sophisticated or subtle
manner. Young designers challenge this category not
inventing new carrier media but new ways of marking.
The objects marked basically remain unchanged cups,
plates, textiles, etc. while markers graphic design
introduces fresh looks on familiar topics.
pastry (design Christiane Rimek)
On first sight, the category piece-of-the-rock seems

to be rather inapplicable for a design approach since
it is linked to the tourists creative or sometimes even
subversive act of appropriation. Still, the souvenir
industry offers convincing examples: Bags, backpacks
and folders made out of discarded Swiss army blankets
demonstrate how an original design idea can transform
piece-of-the-rock materials into attractive, authentic
and useful products communicating their origin (Fig. 2).
Fig. 2. The Army-Recycling-Collection: Various bags and

backpacks made out of discarded Swiss army woolen blankets
The category markers also seems to be exhausted

and tedious. Nevertheless, a close look at his type of
souvenirs reveals differences and slight shifts concerning
the range of objects as times goes by. Out-dated
product categories such as hankies with embroidery
vanish while new categories such as USB-sticks come
along. Indeed, this category is an old one. Historical
souvenir studies document for example how local
industry supplied pilgrims with such objects in 19th
century Jerusalem [25]. In the same epoch, visitors to
the German castle Wartburg were sold cups and mugs
marked with painted pictures of the famous monument
Fig. 3. Souvenir caps: Swiss clich and innovated Berlin skyline

on popular products (left: http://www.shoppingland.ch/,
right: http://www.fraujaeger.de/)
Last not least, local products reach far back into the past
and are often closely tied to local materials, craftmen
techniques and distinctive ornamentation. Local
knowledge and tradition offer rich potential for seducing
design updates anchored in cultural heritage. Yii design,
a project initiated by the Taiwan Craft Research Institute
[26], for example, transforms traditional craft through
design. Creative director Gijs Bakker enhances an
approach developed earlier: the fusion of local and
global, producer and designer, user and creator,
traditional and contemporary [27].
From the design perspective, each of the five
subcategories offers starting points for innovative
drafts. Good knowledge of the place and its visitors will
inform a successful decision.
After coming to a decision on the reference, the
designer has to clarify a second crucial question:
How does the reference or the content become manifest
in the material object? Basically, this is a question of
style as various interpretations of the Brandenburg
gate demonstrate. Objects range from naturalistic
miniatures, snow globes and sheets of construction
paper for do-it-yourself to humorous and minimalistic
re-interpretations (Fig. 4). Even though they indicate the
same referent, the messages differ obviously. Due to
its iconic qualities, the miniature replication shows how
the monument looks like while the snow globe adds a
humoristic flavour. Further, the brush presents
139
Fig. 4. Souvenir objects

representing the
Brandenburg Gate
in Berlin: a small size
replication, a snow
a very abstract and somewhat accidental interpretation;

without adding the name of the capital, it would hardly
be possible to identify the referent at all. Most likely,
these souvenirs appeal to distinct target groups.
Another peculiarity of souvenirs should be taken
into account in respect to their character. According
to Gordon, vacation and travelling is experienced as
an extraordinary condition when tourists are not
working, not serious, not responsible, and not thrifty.
Due to these circumstances they tend to spend money
on small, foolish items () or waste what they usually
would be much more careful about [2, p. 139]. Thus,
the childish, corny, humorous or surprising character
of so many souvenir objects responds to the attitude
of certain tourists in extraordinary conditions; they
become part of the inversion of everyday life and
normality.
3.2 Local messages materialized
Strategically designed souvenir objects and giveaways
have the potential to strongly support a destinations
image and marketing for a long time and to promote
the destination or event in an indirect but efficient
manner. In order to do so, the actors destination
marketers and designers have to be aware of the
destinations identity and the message they intend
to communicate. Strategic branding is mandatory
to achieve success. Nonetheless, a survey realized
in the context of our research project indicates that
tourist destinations make little use of this potential.
Souvenirs as powerful messengers of the local are
fairly underestimated; souvenir design does not receive
special attention, and souvenir objects lack distinctive
character.
In this respect, event marketing is a step ahead.
Numerous examples demonstrate how event organisers
utilize products as markers to both announce an event
and make money at the same time. This can be observed
in the context of sports as well as in the context of
cultural events. Again, both questions have to be
answered in order to design congruous objects: What
reference is appropriate to communicate the destination?
And: How should the reference or the content become
manifest in the material object?
140
The central organisation of such events is without

doubt an advantage for strategic branding. It helps to
create, shape and cultivate a distinct brand identity
and philosophy. Souvenir design then becomes an
integral part of the overall branding strategy. The
1972 Summer Olympic Games in Munich provide an
informative case on this behalf. Otl Aicher, one of
the founders of the Ulm School, and his team were
responsible for the corporate design of the games. The
briefing demanded to avoid pathetic seriousness and to
emphasise cheeriness, optimism and playfulness. It was
a necessity to generate income by means of licences
for Olympic souvenirs. Aicher, who was overcritical
in regard of superfluous gadgets and trash, agreed to
design a mascot by the way the first official Olympic
mascot. Deliberately, he avoided traditional symbols
of power, heraldic figures such as a spread eagle, or a
lion and even the colours of the German flag [28]. In
compliance with his design philosophy, he created a
product of some practical value, a toy, and at the same
time a sympathetic figure that symbolized the spirit of
the games: a funny, short legged, long-eared dachshund,
named Waldi, with vertical stripes in three colours
of the five Olympic Rings around the belly (Fig. 5).
Traditionally, this dog breed is associated with Germany
and with attributes such as resistance, tenacity and
agility also typical for athletes [29]. Thus, the symbolism
of the mascot backed up the corporate identity of
the games; souvenir object and intended message
corresponded convincingly.
Fig. 5. Waldi, the

mascot of the 1972
Summer Olympic
Games, designed by
Otl Aicher
Another and more recent example for conscious

coining of product attributes to nation branding is the
so-called DeutschlandKollektion (GermanyCollection).
Since 2009, this range of products serves German
diplomats around the world as souvenir giveaways in
various occasions [30]. Also in this case, the design
globe, and a brush

(brush designed by
Vogt + Weizenegger)
brief was straightforward: The former chancellery

minister declared that the Federal Government attaches
importance to how the country is represented by
products and brands. Giveaways should symbolize
a modern and outward-looking country as well
as innovation, performance, creativity, charm and
ingenuity [31]. Additionally, the briefing set a prize
limit of 20 Euro since more expensive presents pass
for bribery. Students from four academies (Hochschule
fr Gestaltung Karlsruhe, Folkwang-Hochschule Essen,
Hochschule Burg Giebichenstein Halle and UdK Berlin)
designed a range of both functional and playful products.
To give an example: Twelve commandments are
a dozen mat boards inspired by the blue-and-white
mandatory-signs with icons of typical German objects
such as the cuckoo clock, pretzel, dachshund, VW
beetle, etc. The message shifts between an ironically
overstated image of law and order and products and
preferences traditionally associated with the country.
Another example is the re-design of the Brandenburg
Gate in form of a magnetic fastener for paper-clips (Fig.
6); the new object named Brandenbro Gate refers
to the well-known monument and the colours of the
flag but also to a country where a high amount of the
national product is generated in offices (office = bro).
The common denominator of all giveaways is, according
to Volker Albus, representation with a twinkle in
the eye based on wordplay, ironic interpretation and
twist of the familiar [31]. In retrospect, the responsible
professors stressed that discussion with diplomats
and politicians during the design process was crucial
for the success of the project. No doubt, knowledge
about cultural heritage, current state of mind and selfimage of the client is important to create appropriate
representations.
On occasion of the World Expo 2010 in Shanghai,

students of the Lucerne School of Art and Design
developed a souvenir collection by order of Presence
Switzerland, the governmental office in charge of
country communication and nation branding [32].
In close cooperation with six producers, students
challenged common Swiss clichs. Cows, chocolate,
cheese and the inevitable Alps were scrutinised. Should
contemporary souvenir design take up these wellknown references or should it question them? Are these
stereotypes suited as symbols for a highly developed
country? Such questions troubled the young designers
after the briefing. First conceptual drafts showed fresh
approaches, for example omitting the flag colours red
and white or combining traditional rural images with
modern urban signs. However, the principles turned out
to have less willingness to take risks than their German
pendants. The finally produced collection now on sale
affirms established conventions: white crosses on red
back, mountain views, edelweiss, ibex and cows applied to
T-Shirts, scarves, umbrellas, mugs and sketchbooks [33].
Three years before, Swiss and Chinese design students
sketched new souvenirs in the frame of a cross-cultural
summer school held at the Zurich University of the
Arts [34]. In this case, however, there was no official
assignment and no commercial proposition. Students
worked on a notional briefing without restrictions
related to price and production. The aim was to fathom
out lee ways for innovation within the limits of clich
and stereotype. Milkhorn shows the possibilities of
such an endeavour (Fig. 7). Its message is double-coded
since mountains as well as milk are typically associated
with Switzerland. The design fascinates by an unusual
and playful combination of these well-known elements.
Fig. 6. Twelve commandments, designed by Markus Glser
Fig. 7. Milkhorn, prototype for a milk glass, designed by Urban
(HfG Karlsruhe); BrandenbroTor, designed by Daniel Schulz
Wrsch (Zurich University of the Arts) and Xu Jiang (Jiangnan
and Robert Zeise (UdK Berlin)
University Wuxi)
141
The examined design projects point both to the

importance of a precise briefing and the importance of
dialogue with the souvenir purchaser. At the end of the
day, production costs and sales figures or in case of
giveaways, staff members of the involved organisation
will adjudicate upon the success of a souvenir product.
Many an awarded design souvenir either was never
produced or sold only in limited edition.
3.3 Tourists motivation
While most companies hold a clear image of their
customer groups, in the case of souvenir objects
the target group is much more blurred. Actually, it
is the most vague dimension in our triangular model
of product-tourist-destination. The applicability of
conventional target group models such as age groups,
lifestyle groups or Sinus milieus is limited. More useful
are approaches that investigate the influence of travel
motivation and tourism style including personal values
and attitudes towards other cultures on souvenir
purchase. Since these criteria correlate with each
other in some way, insight into travel motivation
may help to predict souvenir purchase intentions [11,
35]. Tourism styles are usually defined in relation to
travel motivations. According to Kim and Littell, the
aim of a journey may be leisure, sightseeing, search of
authenticity, or adventure, among others. Accordingly,
tourists will get more or less involved with the host
culture and will buy different types of souvenirs.
Tourists interested in nature and outdoor activities
most probably will go for T-shirts, drinking bottles
and other equipment marked with the name of the
destination while tourists interested in ethnic culture
and art, for example, prefer to buy local products
including handicraft [11, p. 156].
4 Creating souvenirs in collaboration

The practice-based research project Souvenirs:
Destination Marketing and Design brings together
designers, producers, touristic destinations, and
touristic service providers [36]. In a radically
collaborative research process, it aims at both specific
and generic knowledge that is concrete proposals for
souvenir objects as well as an abstract code of practice.
Concepts for new souvenirs were developed and
evaluated in a summer workshop; parallel to the design
part, the research team sketched out a first draft for
a process manual. It considers the already mentioned
142
triangle product-tourist-destination. It also keeps in mind

the above-discussed crucial questions concerning choice
and manifestation of souvenir references. The manual
takes into account the following questions and aspects:
A Destination marketing and branding
What does the souvenir represent? What is the
message it has to communicate? What kind of story
does it tell? What does it remind of?
- country, monument, landmark, historical character
- myth, legend, saga, fairy tale
- touristic destination / region, holiday resort
- museum, cultural offer, theme park
- other:
Which values does it comprise?
- tradition bondage
- modernity, innovation
- reinterpretation of tradition
- luxury, exclusiveness
- service, customer orientation
- humour, irony, wit
- other:
How should the content become manifest?
- company style, style of destination
- design attitude
Who will sell the souvenir?
- retail trade
- tourist information
- service provider
- other:
B Identity and motivation of target tourist
age and biographical situation
- single, couple, family, senior citizen,
socio-cultural background
- group tourist, day-tripper, mature traveller,
postmodern sceptic, pragmatist,
geographical origin
- regional, national, international; European, Asian,
American,
travel motivation and interests
- leisure, travel, adventure, ; culture, nature, sports,
urban life
product expectation and value orientation
- main focus on souvenir function and self-expression
- main focus on practicality
- instant use, consumable and edible articles
- gift, souvenir present
C Characteristics of souvenir product

practical function (utility value)
symbolic function
- remembrance
- self-expression
- self-assurance
- other:
local or regional geographical reference by
- pictorial image
- piece-of-the-rock
- marker
- symbolic shorthand
- local product
- other:
style attribute scales
- naturalistic vs. abstract
- comical vs. serious
- stereotyped vs. authentic
- self-explaining vs. mysterious
-
material and manufacturing technique
price category
size and weight
Acknowledgments
This paper is based on an applied research project
funded by CTI, the Swiss Confederations Innovation
Promotion Agency (http://www.bbt.admin.ch/kti/index.
html?lang=en).
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144
Art and Design,

Institute of Design,
Lucerne, Switzerland
Tania Delgado, Ma. Jos Mugno

taniacatalina @ yahoo.com, maryjose_mp12 @ hotmail.com
Urban museums: Bringing traditions to

the contemporary urban surroundings
of Barranquilla
Abstract
1 A big picture of the urban Barranquilla
Barranquilla is a city located at the Caribbean coast

of Colombia, which has a rich culture but a very
young design history. For many years the citizens of
Barranquilla depended on foreign products, which are
designed for contexts that present different conditions
in terms of culture, ergonomics, weather, modernization
processes, etc. This project analyzes the Barranquilla
urban surroundings and all those foreign objects which
were introduced but do not satisfy expectations in
terms of functionality, usability and particularly in terms
of culture and folklore. Traditionally, Barranquillas
public space has been used for different kinds of
meetings where citizens play domino, talk about diverse
issues and practice dances for their annual Carnival
but these activities, which make part of the cultural
identity, have not been supported by urban objects.
For that reason the young designers of Barranquilla
(at Universidad del Norte) are initiating a change,
which involves a research of traditions and cultural
expectations in the design of diverse objects that
make part of the public space and shape the idea of
the Urban Museums.
Despite the cultural richness present in every

aesthetic expression of Barranquilla (architecture,
graphics, food, fashion, etc.) the lack of design is felt
in all urban aspects that make part of this Caribbean
place, and lately has created a dependency to foreign
products, which have arrived without taking care of
the local requirements and imposing conducts that
do not share the Barranquilla culture or take into
account the context conditions. Simultaneously, this
entrance comes together with the mass consumption
phenomenon that during years has strongly influenced
the behaviors of new generations; as a consequence
is easy to find a sense of misinterpretation about the
own culture and its components. The only aspect which
is well recognized is the Carnival (Intangible Cultural
Patrimony of the Humanity according to UNESCO)
thanks to its attachment to the people and its capacity
of regeneration year after year, however the rest of
elements are getting isolated because dont have the
proper tools for competing with the new and brandy
stuff (objects, expressions, fashion, etc.) that constantly
get in the city with all the shine that the elements
of the folklore are losing. The result is a city where
the foreigner is highly appreciated and is smoothly
covering interesting aspects that identify the folklore
of Barranquilla without leaving an evidence (on young
citizens minds) of the authentic features that have built
this popular culture and the transformation process that
Keywords
Culture, Design, Urban Space
145
folklore has experienced throughout the time.

Thanks to its geographical position Barranquilla has
and average of high temperatures over the whole
year (between 27C and 32C) and a vegetation quite
exuberant that in some places neutralizes the effects
of the weather (only where is well preserved), therefore
the citizens spend the majority of their days outdoors
where the biggest trees refresh the environment, giving
the public space an interesting use because it becomes
an extension of their homes; in fact its quite common
to find people celebrating different occasions in front
of their houses, talking to their friends while they are
seated on the sidewalks (Fig. 1), playing domino under
the shadow of some trees, or closing some streets
(with containers) for practicing the dances of the
Carnival parades.
is cold and dry, one of the reasons for choosing cold

rolled steel as the main material, which in Barranquilla
gets scalding hot and therefore, rather than welcoming
and sheltering people, turn waiting for the bus into an
unpleasant time; it is therefore not strange to witness
that the favorite bus stop in Barranquilla is in the
shadow of big trees (Fig. 2).
Fig. 1. A usual meeting in

the urban space.
Currently these behaviors are part of the Barranquilla

cultural identity and not only some particular
consequences of the climate; unfortunately the city
institutions in charge of the urban space have not
noticed this special interaction between inhabitants
and their own city, and for that reason Barranquilla is
mostly equipped with foreign urban furniture, which
just in some cases satisfies some basic functions (like
seating, walking, waiting, etc.) and the most regrettable
part is that it doesnt fulfill at all the cultural needs that
are present at every moment. This situation is quite
common in different places around the world where
not only Design is in its infancy but also where Design
has been understood as an self-sufficient tool: Designers
dealing with design problems related to the public interest,
such as public space and the furniture installed in it, tend
to set up restrictive standards that may not meet the actual
needs and preferences of the users [1]. As an example of
this situation the bus stops of the city were designed
for Bogot, a city with different conditions and needs
in comparison with Barranquilla; the weather of Bogot
146
Fig. 2. The favorite bus stop in Barranquilla is the shadow of big

trees taken from http://www.publicidaddebarranquilla.com/
elementos.html
Some peoples answers to these specific circumstances

are quite improvised and in some cases barely help to
the deficient possibilities that urban spaces offer; one
of the examples can be seen in the trees that beautifully
played the role of bus stops but they are found only in
some streets of the city and is not easy to count with
them in every corner where the buses stop. Another
quite common situation is the use of home rocking
chairs in front of the houses for the daily meetings
among neighbors; despite their weight, people take
them outside and enjoy the freshness of the afternoons
with a nice talk. In fact users have their own preferences

and their own creative ways (or tactics) for dealing with
user-unfit designs [2], as Kin Wai Michael Siu says in the
article Users Creative Responses and Designers Roles.
Nevertheless there are still some urban practices,
which havent found these creative possibilities that
in someway replace the urban paraphernalia needed
for their performance. The consequences of this
deficiency together with the influences of the global
society are directly affecting the preservation of
some practices that identify this Caribbean culture,
according to Richard Kurin (director of the Smithsonian
Institution Centre for Folklife and Cultural Heritage)
An international awareness of and discourse about the
consequences of globalization had increased dramatically.
Many cultural observers around the world believed that
local, regional, even national, traditions were devalued or
endangered or both [3].
In Barranquilla this lack of tools, for carrying out
urban/cultural practices that make part of the citizens
routines, is added to the massive arrival of foreigner
lifestyles (through mass media), which causes that the
characteristics that build up the cultural identity of
this place get in an imminent risk of disappearance.
As a matter of fact, at the moment, the practice of
traditional dances can be seen just in the streets of
some popular neighborhoods, most of the young people
dont play domino outdoors and the meetings in front
of the houses are perceived like old habits that new
generations are not interested in preserving.
Finally, for closing this big picture, it is important to
describe a contradictory aspect of the interaction
between the inhabitants of Barranquilla and their city,
because despite the use of the public space and its
importance in citizens lives, as it was explained before,
the city suffers a constant aggression from most of
the people who litter everywhere and attack public
furniture. These adverse behaviors show the need of
a deeper relationship with the city and its objects,
where citizens could slowly get in a process of falling
in love with their surroundings.
Undoubtedly this is a long process where key objectives
should lead to design public furniture able to provide
different kinds of pleasures that carefully meet the
historical, social, emotional and cultural background
of users [4].
2 Traditions and public space together for

the wellbeing of the urban Barranquilla
The starting point for proposing this research was
the big picture of the urban Barranquilla where three
factors summarize the whole idea: the importance of
public space in the cultural identity of Barranquilla, the
lack of urban paraphernalia that stops the continuity of
some cultural practices, and the negative aspects of the
relationship between citizens and their city.
This project aims at involving emotional design as a tool
able to join the three aspects mentioned above in an
articulated way, which could develop a future process
where first the citizens find in the public space objects
that facilitate the performance of their habits, second
the citizens start getting an experience in the urban
surroundings that responds to their cultural necessities
and third the creation of a positive interaction that in
the end may change the aggressive behaviors against the
city. Certainly these ambitious aspects are a chain of
results that we will be able to measure in future projects
because at the moment the resources are covering just
a first stage of the research, however inside these first
steps we have proposed the entire research looking for
a continuous development and feedback, which will be
explained in detail in the Methodology.
Cultural identity and human emotions are categories
that belong to different sciences but nevertheless are
entwined in our society, there are always different
feelings from love to hate which are awoken when
people get any kind of approach to cultural elements
thanks to trips, lectures, TV documentaries, etc. Inside
this complex system the own culture makes people feel
pride, aversion and other emotions that are still difficult
to name or classify, this can be exemplified when Italian
and French people enthusiastically discuss about their
food, the Indian women proudly wear their saris, or in
some African countries the female genitals are mutilated
in religious rituals. All of them move a sensitive part of
human beings and in some cases, which are the ones
we are interested in, an emotional commitment for
preserving them [5].
In the case of Barranquilla there are some positive
feelings (related with its folklore), which are already
interconnected with the urban space and this is the
advantage of this project, because emotional design
can help in the development of objects that gather
147
the existing emotions and reflect them for a better

understanding between citizens and their city. Currently
Barranquilla is inside of a governmental process called
POT (Plan de Ordenamiento Territorial - Plan for the
Organization of the Territory), and with this research
we are looking to give some tools, from a different
point of view, to the designers that are involved in this
important process for the city, the idea is to provide
some concepts that not only define the aesthetic,
the materials, etc. of the urban furniture but also the
deepest aspects that these objects should have for the
human interaction and the encouragement of cultural
behaviors. The objects of the city should have a meaning
that bond users with their past and remind them the
beautiful experiences when, for example, they were
children and their parents made their birthday parties
in front of the house, and from these memories build
a relationship in a contemporary Barranquilla where,
despite all the changes brought by the global culture,
the uniqueness can be maintained thanks to the urban
furniture that not only allow people to remember but also
to keep the practices that have made them happy [6].
In terms of culture this method can show how
emotional design can give a new perspective for keeping
alive the cultural identity, which nowadays is quite fragile
because all the phenomena that come together with
globalization have introduced in the city new archetypes
and objects (fashion, food, urban furniture, etc.) that
slowly are moving away the popular richness that
characterized this Caribbean city. Many different places
worldwide are facing this kind of situation and is quite
important to give answers and new perspectives from
several professions that help to adapt the traditions,
which make unique each culture, in the contemporary
and changeable world [7].
On the other hand is important to underline that with
the application of this research we want to propose a
city that is not only an utilitarian place where people
walk to work, take a bus, etc., but also a place to be
loved and cared because it gives their citizens positive
experiences and memories that are part of their cultural
reality. At the same time is necessary to project these
aspects to new generations, who throughout the time
should learn to recognize the emotive meaning of the
positive cultural behaviors and their recreation, thanks
to the stories told by their older relatives and their
own interaction experience, which could simultaneously
help in the development of a sense of esteem for the
148
Barranquilla urban surroundings because this is the

context that contains these happenings.
Thanks to Design is possible to create an atmosphere
of wellbeing in the urban Barranquilla because the city
can become a place that comprehends its importance in
the daily life of its people and furnishes its surroundings
depending on the expectations of its citizens for making
the urban environment a place where people like to
stay because there is an adequate system of objects
and spaces that is synchronized with their culture and
emotions. If the place where we develop our daily
lives responds in such a friendly and homely way to
our expectations the effects will be benefits beneficial
not only for the users souls, who will realize the value
of this renovated home, but also for the context (in
this case the urban Barranquilla) which can be loved
and therefore cared by its citizens. To exemplify this
idea there is a case in a Colombian city called Medelln
where the cultural richness is the inspiration of the
Colombian artist Fernando Botero, who throughout his
paintings and sculptures has showed the traditional daily
life of the city and region in different places around the
world; people from Medelln have a special attachment
to this work because they see themselves in every piece
of art. Even in 2000 they got the opportunity of having
this work in their own public space because Botero
donated to Medelln twenty three (23) sculptures, which
became part of Plaza Botero (a Medellns square).
People have got the chance of seeing themselves in each
sculpture, realizing the uniqueness that characterized
them and the meaning of preserving their identity
throughout the time. Currently the positive effects of
this approach have developed two processes: the first
is related to culture and its safeguarding and the second
related to the development of a special regard for Plaza
Botero because is the context that contains not only the
art pieces that reflect their identity but also the real
daily events (Medellns cultural identity) that inspire
Boteros work.
These are the two aspects that this research wants to
project after its implementation in the POT (Plan de
Ordenamiento Territorial - Plan for the Organization
of the Territory); each of them has an important
significance in the daily life of the city and in the
wellbeing of all the elements that make part of the
Barranquillas territory and throughout the use of
emotional design there can be considerable changes

in peoples attitude towards its culture and city.
3 The idea of Urban Museums

3.1 Where is the cultural heritage?
Right now traditions are goods that can be rarely seen
in the contemporary lives of different cities around the
world and in the Colombian case small towns which still
have a shallow influence of modernity and mass media
are some of the few places that allow people to keep
the uniqueness of their routines, inherited throughout
centuries, in a kind of isolated context; some people
from the cities who want to have a contact with their
past go to these places but sadly the contact is during
short periods (holydays or work visits) and despite
the pride and the emotional connection alive, this
intangible patrimony stays in those hidden places and,
in the end, they go back to their lifestyles where there
is not a recognizable place for those goods that are
facing a serious risk of extinction because they have
not the necessary tools for adapting themselves to the
changeable reality of the cities (that make part of the
global world), which strongly imposes another kinds of
lifestyles. One interesting case of this situation happens
in a small Caribbean place of Colombia, where from
the 17th century a group of African slaves ran away
and founded Palenque de San Basilio; the Intangible
Cultural Patrimony present in this place is nowadays
an important testimony of the heritage that African
cultures left in our country (music, dances, rituals, etc.),
but its quite difficult to access there for the conditions
of the roads, therefore only some researchers and
people deeply interested in the cultural wealth, that
exists in San Basilio, take the chance of traveling
there and get a slight approach and an opportunity of
submerging in the daily life of San Basilio and perceiving
its patrimony with a deeper experience, but sadly only
few people have the possibility of living this enriched
encounter and even a smaller minority decides to learn
and take some elements of this cultural patrimony as
part of their routines.
Museums are another kind of places where people
from the cities can get an easier chance to see and
sometimes interact with their cultural heritage, in fact
this possibility is generally more accessible than the one
described before because most of them are located
in the heart of the cities and frequently encourage
people to see their exhibitions with different kinds of

strategies. But, despite the entire information gathered
inside, visitors get a fossilized picture of the past and
its identity, which is definitely unique and authentic
but after the visit people get immersed again in the
city, where the reality is totally different to the image
showed in the museums and just sometimes few tiny
spots of the city evidence the presence of this past.
Unfortunately after these visits the habitual lifestyles
come back and dont reflect the values exhibited in the
museums, then the romantic idea of uniqueness and
cultural heritage get stocked in places where people
occasionally go; then the question arises: is this
Cultural Patrimony really part of the identity of the
city and citizens?
3.2 A necessary proximity
Intangible Cultural Patrimony can face an imminent
risk of disappearance if there is not a deeper contact
with the communities that theoretically bear it; this
situation along with the influence of mass media can
easily make communities to forget the relevance of
the continuous folklore recreation and transmission to
future generations. At the moment modern cities dont
give their people the right resources for getting closer
to their heritage and contemporary lifestyles dont
have a relevant place for cultural practices in their daily
routines; in addition, and despite of the existence of
museums and towns like San Basilio, where the authentic
folklore wealth can be found, cities like Barranquilla
dont have their own urban systems able to provide
a closer and daily encounter between people and its
Culture for strengthening and reinforcing what have
identified them throughout history.
Safeguarding measures should not only preserve the
cultural heritage but also allow it to get immersed in
the current context and support a controlled influence,
because Intangible Cultural Patrimony, like any living
body, needs to evolve according to its environment
for getting stronger and well prepared for facing the
diverse circumstances of the contemporary world that
constantly changes and as Wim van Zanten states in
his article Constructing New Terminology for Intangible
Cultural Heritage: However, culture can only have continuity
if people enjoy the conditions to produce and re-create it.
Furthermore, in the present context of globalization, there is
a re-ordering of relationships between communities. [8].
149
Museums preserve quite well a picture of the cultural

heritage but in most of the cases this picture is stuck
in the past and out of the current reality, as professor
Jean-Loup Amselle has affirmed: It is this political
use of pre-colonial fetish objects, namely their intangible
aspect that has been concealed by colonial museification.
Paradoxically, the isolation of these objects in museum cases
has resulted in a loss of meaning [9]. Now that there is
a global concern about these cultural issues, is clear
that people need a deeper and frequent interaction
that clarifies the characteristics of their own identity
and heritage and besides generates a bunch of positive
feelings, which go from respect to love.
Urban surroundings of modern cities could be the ideal
places for bringing traditions, that are getting stuck in
museum exhibitions and little towns like San Basilio,
to peoples daily life because they have a constant and
unavoidably contact with citizens and visitors, which
can be an advantage for introducing in citizens routines
aspects of their past that can still be retaken and also
for showing visitors cultural facets, which may be
different to their owns. Throughout Design new objects
can be set up in these public environments and become
part of a process where Intangible Cultural Patrimony
interacts with modernity and its people and gets out
of places that just allow people an experience of looking
without touching.
This is the core of Urban Museums, a concept that wants
to give people a profound proximity to their Intangible
Cultural Patrimony for developing an entire process
of safeguarding where the community itself reinforces,
values and transmits its identity as a natural part of its
daily life despite the circumstances that globalization
inserts into contemporary life. Throughout the analysis
of Barranquillas urban furniture and its deep correlation
with cultural behaviors, the idea of Urban Museums was
emerging and giving us some new perspectives in the
field of cultural safeguarding and the role of design in
this challenge.
3.3 Urban Museums
The concept of Urban Museum suggests the creation
of a furniture system for the public space of the cities,
where every piece complements one to another and
interacts with people everyday; this interaction will be
focused in bringing back to the cities their own cultural
150
backgrounds, which are facing an extinction risk or have

already died, with the help of Emotions. Thanks to a
daily interaction people can remember, revalue, retake,
reincorporate and reinforce its Intangible Cultural
Patrimony and therefore its identity, however not all
the elements will be able to complete this process
because as the UNESCO has declared in many
opportunities about intangible heritage safeguarding:
As any living body, it follows a life cycle and therefore some
elements are likely to disappear, after having given birth to
new forms of expressions.
On the other hand despite the challenging framework
that globalization imposes, traditions and modernity will
be coexisting in the same context and Design will give
traditions the necessary tools for enchanting citizens,
situation that will create an enriching relationship where
community, past and modernity nourish continuously
and generate new expressions (as the UNESCO
mentioned) that can become part of the identity, which
will be able to evolve according to the complexity
that the context presents instead of being isolated in
inaccessible places. Furthermore the open space, that
the concept of Urban Museums wants to give to cultural
elements, creates a proximity to the citizens without
restrictions, which generates a different interaction with
the public space where emotions can be involved for
developing a deeper approach that can complement the
efforts of traditional museums because is significant to
people not only to see their cultural heritage but also
to feel it and live it as a real part of themselves.
4 Methodology
For the development of this research it has been quite
important to understand citizens as an integral part of
the design process, Community Participation in Design
by Henry Sanoff is a significant concept that although
needs a careful tracking of theory and practice (because
in terms of human character every community has its
cultural particularities) could lead us to results that
reflect a synergy and understanding between citizens
and their urban space.
As professionals able to participate in public projects,
designers should recognize the extended human variety
and its continuous changes, which needs a special
approach where designers must get closer to peoples
routines in order to understand their real expectations.
Inside this process is also important an evaluation
stage where the community participation not only will
Fig. 3. Viernes de Barrio Abajo (Fridays at the neighborhood called Barrio Abajo)
Fig. 4. Electronic bollards for enclosing some streets project developed by Beatriz Vizcaino and Tamar Guzmn.
establish a valuable feedback but also will lead to results

approve by the final users. As Henry Sanoff states in
his book Community participation methods in design and
planning The activity of community design is based on the
principle that the environment works better if the people
affected by its changes are actively involved in its creation
and management instead of being treated as passive
consumers [10].
In addition, UNESCO highlights the importance of
the community participation when the projects
involve the safeguarding of cultural practices: Some
noted their own national experiences where safeguarding
efforts developed with communities succeeded, while those
developed without community involvement or consent failed.
Finally, some members suggested that the criteria should
focus on the substantive involvement of communities rather
than the formalities of demonstrating their consent; if they
were truly involved at all stages that was the best evidence of
their consent [11].
Despite the few resources obtained for this research
there is an initial stage that has already begun, where
it was determined the whole structure of the project
based on the concept of Community Participation(during
the collection of information, analysis, evaluation, etc.),
and even though the project wont be completed after
few years, there will be an outlined path that could be
nourished throughout its execution with the help of
different workshops (developed inside of the Industrial
Design program at Universidad del Norte) without
forgetting the community involvement. On the other
hand, before manufacturing the prototypes, it has
been arranged some evaluations where the community
participation will be a key point for taking the final
decisions in the design process.
151
4.1 First approaches

The first approach brought researchers and students
to the streets for collecting pictures and observations
of Barranquillas urban space: its furniture and the
interaction of citizens with the whole public system.
At the same time, it was important to come closer to
the users and start to create a relationship where users
could feel comfortable with researchers for expressing
their desires and not only be observed by an
external analyzer.
The first results were a wide amount of information
that has been analyzed according to the usual categories
such as function, users, ergonomics, materials, etc., but
there has been a special attention on users and the real
use that they give to objects for adapting the public space
to their real needs and expectations, aspects that have
a deep correlation with the cultural background.
From this point the design possibilities get an interesting
complement where cultural aspects get the chance to
be involved in the design process for determining the
characteristics that are going to make the urban objects
able to response to the community requests.
As part of this first stage of the project some students
of the Industrial Design program at Universidad del
Norte designed some products that respond to this
proposal, and their involvement was an interesting part
of the project because after knowing the objectives
of the research they analyzed their own context and
developed a wide amount of possibilities that enriched
the initial vision. This participation was even more
precious when they collected some stories from
different members of their families, which were full of
memories and emotions that gave students a meaningful
picture of their city, which in the design process was
an advantage because it provided the possibility of
introducing emotion and sensitivity for pleasing the
users in a mode that goes further than functionality.
One group of these students, after a meticulous
exploration realized the importance of the urban space
for the dance groups when they are practicing for the
Carnival parades and other different celebrations
(Fig. 3), but despite the antiquity of this practice and the
cultural meaning it has for the citizens, its still common
and necessary to use different objects and improvised
systems (like big containers joined by ropes) for closing
the streets.
The design proposal of this group was a set of
electronic bollards that during the nights of practicing
152
enclose some particular streets, that the dancers

choose according to their location in the city, extension
and freshness; with the help of an illumination system
that transforms the atmosphere with colors and
different intensities and during the daylight the bollards
are hidden in the pavement avoiding to stop a fluid
circulation (Fig.4).
Thanks to these the public space could become available
for the groups in an adequate way and somehow
this kind of objects give these cultural activities and
behaviors a special place in the city that shows its
importance and encourages its continuous performance.
5 Conclusions
Even though this research was initially projected to a
specific city, we consider that this is a model that could
be applied in other places where the cultural identity is
facing the same risks and from the perspective of
Design provide innovative practices that help to
safeguard Intangible Cultural Patrimony. Currently
the research is defining a method where all the stories,
observations and experiences collected, which show
a relationship between urban surroundings and
elements of the of Barranquillas folklore, can be
categorized according with the type of cultural activity
(celebrations, relaxing, recreation, traditional medicine,
etc.) and these categories will outline the different
typologies of furniture that the urban surroundings
should have in the new Plan for the Organization of
Barranquillas Territory.
An open-air museum is not a new concept because
many cities have in their urban space an interesting
group of buildings, monuments, landscapes, etc., which
become significant references of the history and identity
of a community, but in this proposal Design is looking
for an additional and innovative perspective where
urban furniture complements those existing elements
with an interaction (that goes further than a visual
experience) able to involve the Intangible Cultural
Patrimony, because as Michel Van Prat said: Scientific
exhibitions, museums, and parks must bring into play the
participation, emotion and aesthetics, which elicit each
visitors maximum attention. But the visitor cannot, however,
make do with merely visualizing perceptible fields within
the duration of a visit [12]. Therefore this proposal
wants, throughout Design, to create urban furniture
that can get closer to people and stimulate a regular
use, which provides emotional encounters with their

past despite the contemporary surrounding that tries to
leave in the past the cultural richness that differentiates
communities in the global society.
8 U NESCO. Zanten, W. (2004). Museum International:

Intangible Heritage Vol. LVI no.1-2, p.p 36-44. Constructing
New Terminology for Intangible Cultural Heritage. Oxford
(UK) and Malden (USA). Blackwell Publishing.
9 U NESCO. Amselle, J.L. (2004). Museum International:
Another key point of this proposal is the frequent and

necessary use of urban furniture inside any city, which
throughout the time creates not only a proximity
between the citizens and their city but also can
reinforce behaviors, modify habits or discourage
routines; these aspects are an advantage for this project
in terms of reinforcing practices that are part of the
cultural identity because the unavoidable urban context
of a city could become a meaningful system of objects
that could influence the safeguarding in the community
itself without intermediaries and in a natural way.
Finally, it is important to emphasize the role of emotions
in this research because Urban Museums will get their
goals just if the interaction stimulates in the users
positive feelings that encourage a meaningful safeguarding
of their cultural habits, and for this reason the design of
the objects, that will be part of these museums, must be
thought as a coherent unit of aesthetics, functionality,
ergonomics, etc., without forgetting that all of them
have to trigger memorable and pleasant emotions.
Intangible Heritage Vol. LVI no.1-2, p.p 84-90. Intangible

Heritage and Contemporary African Art. Oxford (UK) and
Malden (USA). Blackwell Publishing.
10 Sanoff, H. (2000). Community participation methods in
design and planning. John Wiley & Sons, Inc.U.S.A.
11 U NESCO. (2007). The Intangible Heritage Messanger n5.
Paris: Culture Sector, UNESCO.
12 U NESCO. Van Prat, M. (2004). Museum International:
Intangible Heritage Vol. LVI no.1-2, p.p 113-121. Heritage
and Scientific Culture: the intangible in science museums in
France. Oxford (UK) and Malden (USA). Blackwell Publishing.
References
1 K in Wai Michael Siu. (2003). Users Creative Responses and
Designers Roles. Design Issues: Volume 19, Number 2, p.p 64-74.
2 Ibid
3 U NESCO. Kurin, R. (2004). Museum International: Intangible
Heritage Vol. LVI no.1-2, p.p 66-77. Safeguarding Intangible
Cultural Heritage in the 2003 UNESCO Convention: a critical
appraisal. Oxford (UK) and Malden (USA). Blackwell Publishing.
4 K in Wai Michael Siu. (2005). Pleasurable products: public
space furniture with user fitness. Journal of Engineering
Design, Volume 16, Issue 6, p.p 545 555.
5 U NESCO. Demotte, R. (2004). Museum International:
Intangible Heritage Vol. LVI no.1-2, p.p 174-179. National
Policies Concerning Intangible Cultural Heritage: the example
of Belgiums French community. Oxford (UK) and Malden
Tania Delgado
Politecnico di Milano,
Italy
Ma. Jos Mugno
(USA). Blackwell Publishing.

6 Norman, D. A. (2005) Emotional Design: Why We Love
(or Hate) Everyday things. New York: Basic Book.
7 Cowen, T. (2003). Creative Destruction: How Globalization
Universidad del
is changing the Worlds Cultures. Princeton, Princeton
Norte, Colombia
University Press.
153
Ozge Merzali Celikoglu

ozgecelikoglu @ itu.edu.tr
Global locality: A study on redesigned

examples of Turkish traditional tea/
coffee tray and tea glass
Abstract
Focusing on later interpretations of two local Turkish
objects, this paper examines effects of globalization
on human beings, everyday social life and design,
with concepts of civilization, identity, differentiation,
tradition and, beyond all of them, meaning. Starting
from the point where the strategy of globalization has
changed, effects of local cultures on this change are
briefly studied considering how and in which forms the
local still survives, and whether its survival is conceptual
or meaningful. Thus traditional objects of Turkish
material culture which are tea glass and tea/coffee tray
(ask) and their redesigns for global world are analyzed
and the conclusion is the evaluation of this analysis from
the perspectives of semantic and semiotic approaches.
Keywords
Material Culture, Meaning, Identity, Differentiation,
Standardization, Local-Global, Tradition
personal standards turn to local cultures. That becomes

a cultural dilemma where people start questioning their
identity, culture and traditions: People wish to keep
their local rituals - or be part of some others - but they
also want to be part of the global world. Moreover,
there are designers who create new products from
traditional objects, try to show them to the world and
wait for acceptance. It is a little bit unclear whether
they succeed it or not.
Under main titles of locality and globalism, this paper
examines the consequences of turning to local cultures
and traditions in everyday life and design field. Starting
from the point where the strategy of globalization has
changed, effects of local cultures on this change are
studied considering how and in which forms the local
still survives. Finally, all mentioned issues are connected
and used to analyze two traditional Turkish products,
the tea/coffee tray and the tea glass, and their re-design
for global world where cultural heritage and meaning
are also discussed.
1 Introduction
The power of globalization makes services, places,
experiences and products enclose our environment,
which is sometimes perceived as some kind of standar
dization that makes people equal and comfortable under
standardized services and places. However, people are
looking for meaning and differentiation in their lives
at the same time. Many of them who want to set their
154
2 An overview to the survival of local

As Axelrod [2] mentions, we appreciate globalization
and this common culture when it allows us efficient
communication, hinders conflicts across different
cultures and answers some global needs such as
sustainable growth. However, he adds that this situation
results in the loss of many cultures which means loss of
the wisdom for human beings and loss of the chance for
people to live with this cultural variety [2]. The same
concern is shared by Gomes [8] where he approaches
the issue from the global marketing perspective.
According to Gomes [8], the concept of 'global identity'
caused standardization among many products and made
them uniform where it damaged the 'unique values'
of products and therefore left no place for cultural
diversity. Thus, people started to get uncomfortable
with globalization where experiencing the same places,
same services, same life styles became boring [6].
On the other side, locality stood as a precedent of
difference and uniqueness with its cultural heritage
including meaning and wisdom. Objects and rituals
that belong to local cultures become more important
and remarkable. They transmit meaning which
overflows the object's use [3]. That has reasons such
as being cumulatively developed through history and
being a product of the culture that has the traces of
that specific local culture; the usage, the form, the
material etc. Here they can be similar to what is called
handicrafts.
The fascination of handicraft derives from an object's having
passed through the hands of someone the marks of whose
labour are still inscribed thereupon: we are fascinated by
what has been created, and is therefore unique, because
the moment of creation cannot be reproduced. Now, the
traces of creation, from the actual impression of the hand
to the signature, is also a search for a line of descent and
for paternal transcendence [4].
From this point of view it seems possible to make
an analogy between handicrafts and local cultures
according to their relation towards human beings:
People are looking for objects, products etc. that still
carry their creator's traces, that is the work done by
the artist for handicrafts and similarly, the cultural
heritage cumulated by a local society. The traces of
creation [4] by which people are fascinated do exist
in both cases. Moreover, they have become one of the
most important things that make people prefer one
thing with respect to the other because every moment
of creation is unique and specific to its situation.
2.1 Identity and differentiation
A description of identity as made by Hall [10] is: When
you find out everyone excluding you is like, you are
the one who is not what they are. This supports that
we live and exist in a system of differences, similar to
Saussures definition of what language is [14], we are
defined by what we are not, that means, our differences
from others make us unique and that is how everyone
wants to be like. Furthermore, Lacan [12] mentions
that identification and differentiation are what human
beings are looking for through their lifetimes, starting
from childhood even at the infant stage. According
to this kind of approach, it is clear that identity and
differentiation are concepts that are related to each
other. Since differentiation becomes less and less
possible due to globalization, and personalization of
objects depends strongly on differences [5], people find
local cultures more unique, interesting and special.
3 Local objects redesigned for global world:

A Turkish approach
In this section, two traditional objects of Turkish
culture and their redesigned forms for global market
are examined. All the issues discussed above are taken
into consideration by the way. Keeping the reasons
and results of local effects on globalization in mind,
Turkish tea glass and tea/coffee tray with modern
interpretations by designers are studied.
The reason for choosing these objects that belong
to tea culture is that tea drinking is very common in
Turkish society regardless of the social status of people.
That is why many companies and designers try to design
and produce objects related with tea drinking culture.
From the perspective of interpreting local habits and
cultural heritage, this area is very rich for designers.
There are various types and designs of objects such as
teapots, tea glasses, saucers, tea/coffee trays, however
this study deals with traditional ince belli (thin waisted)
tea glass with a domestic and also public use. The other
object that is being examined is the traditional ask (tea/
coffee tray) which is only used in public places such as
coffeehouses, rather than being a domestic object.
3.1 Traditional tea/ coffee tray and Tipsy
The traditional tea/coffee tray is used in Turkish
restaurants, cafes and coffee houses. It serves to carry
a certain number of tea glasses and coffee cups in public
places so that they can be served at one time, and when
they become empty they can be collected altogether.
155
Fig. 1. Traditional tea/ coffee tray
Traditional Turkish tea/coffee tray which is known as

ask (hanger) in Turkey is one of the most noticeable
examples of center of gravity and balance where it also
visualizes the physical fact that three points can form
a platform. There are some specific qualities of this
tray: As shown in Figure 1, its basis is circular, there
are three pipe-formed extensions that are fixed on the
curve of this basis on different points vertically and their
other ends band together over the basis; on this point
where all of them come together, there is an extension
that serves to hold and carry the tray. The traditional
Turkish tea/coffee tray is generally made of some metal
material such as copper. Waiters who serve with them
usually swing the tray while they carry it; the tray is not
a static object, it adapts itself to its carriers' movements
and speed which makes it very functional. This swinging
becomes a show most of the time that proves the
carriers talent who can serve tea and coffee without
spilling them. The origin of this swing movement
actually depends on traditional Turkish coffee houses
where a lot of people sit during the day drinking tea or
coffee, chatting and playing some card games. These
coffee houses are generally small places and therefore
tables and chairs where people sit are placed very close
to each other. That is why the waiter swings and also
why the basis of the tray is circular: The waiter has to
serve many people really quickly so that no ones tea
or coffee gets cold. While he is serving through narrow
spaces between the tables the tray can accidentally
touch or hit people who are sitting there. Since the
waiter can swing the tray according to the way he walks
and the circular basis does not include any corners or
sharp ends this possible hitting would not be harmful at all.
In addition the circular basis gives reference to the circular
tea glass saucer, and speaks the same language with them.
Figure 2 shows Tipsy that Turkish designer Koray
Ozgen has designed; it is an interpretation of the
traditional Turkish tea/coffee tray [9]:
156
Fig. 2. Tipsy
Examining Tipsy, it is remarkable that the basis is

cornered not circular and the part that serves to hold
the tray is a little different than the traditional one. Still
it has its main function and meaning. Ozgen claims that
his product is the translation of the traditional Turkish
tea/coffee tray to a different language. In addition, he
mentions that this product gives semiological clues about
its use for people who are not familiar with Turkish
culture [9] and that actually is his purpose: The product
that comes out of a local culture influences the global
culture since it is functional and rich in cultural context.
Fig. 3. Tipsy in use
Moreover in Figure 3, Tipsy is in use as it is in the

traditional way: Somebody is swinging the tray while
he carries it. The tray is dynamic as usual and can
still carry a certain number of glasses and cups. Thus
it keeps its function and locality while its shape has
been modernized and made more similar to global tray
products. Still it is remarkable that the loss of circular
basis is a sign that Tipsy will not be used in small
traditional Turkish coffee houses where people sit very
close to each other. Moreover, the visualization of the
perfect balance is also missing though it is sure that the
new product would not be out of balance.
The most functional quality of Tipsy is that its holder

is made of some fabric material and it can be totally
separated from the tray basis when it is not used. Thus,
it can be stored where it needs less space and all trays
can be put on each other which would not be possible
with the traditional one.
Like the most traditional artefacts, the aski is an anonymous
object, yet again, like most traditional artefacts it is
a source of inspiration for modern product design. Both
in terms of its functionality and also its unique structural
properties, it has been the subject of modern product
design. Defne Koz and Koray Ozgen have reinterpreted
this traditional tray with new materials and production
techniques suitable for stacking and other criteria, but unlike
modern tea glasses, these designs are not distributed widely
in the Turkish market and so, unfortunately, cannot be part
of daily life [13].
The reasons that these trays could not be part
of Turkish daily life, can be depending on prices,
distribution, designer's own preference or the social
behaviour of public and domestic users. Anyway in the
following chapter the tea glass is examined and one
of its redesigns has a different situation in marketing
because it's having more users from day to day.
3.2 Tea glass, Eastmeetswest and
Istanbul Serisi
Traditional Turkish tea glass is famous with its thin
waistline as in Figure 4. The form has been designed in
order to solve a problem of economy and production:
This tea glass that was produced first in Beykoz,
Istanbul in 1900s, was easier and cheaper to produce
than tea cups that were produced in west since they
had handholds or stands [11]. The form of the tea glass
is conventional and important for Turkish people and
some Turkish people never drink tea in another glass or
cup. However this local habit is not without function:
The conventional form of the glass is easier to hold in
hand where its thin waistline prevents its sliding from
the hand. Moreover it divides the glass in a certain
proportion and helps to determine for the taste of the
tea whether it will be strong or light. Most of the time
Turkish people decide how strong their tea should taste
while its steep is being poured from the teapot into the
glass. Thereby the lower part of the glass helps to find
out the right proportion where the steep accumulates.
Fig. 4. Tea glass
Erdem Akan who designed Eastmeetswest (see

Figure 5) kept the traditional look of the tea glass while
he actually changed its shape with the help of glass'
transparency. He defines his product as the combination
of eastern tulip shape with western lean geometrical
form. Moreover, he says that it creates a feeling as if
fluid floats on air; through its double glass form tea stays
hot for longer time and the person who drinks it does
not burn his or her fingertips [1].
Fig. 5. Eastmeetswest
On this product, the local (the tulip shape inside) with

its cultural heritage is surrounded by the global (outer
lean geometrical shape) and still sits in the core of the
global where it tries to fill the lacking cultural heritage.
The invisible synthesis of the local and global that we
experience every day in our lives becomes kind of visible
through the transparency of a piece of glass and tea [1],
metaphorically. However, some points of this synthesis
can be discussed: This product does not really need a
saucer, which is actually an essential part of traditional
tea culture. What Akan believes 'through its double
glass form tea stays hot for longer time and the person
who drinks it does not burn his or her fingertips' can
157
also be taken as prohibiting heat transition from the tea

glass to the hand in a negative way since this transition
enables the user to feel the warmth of tea in a cold day
which is not only a physical benefit but also a part of tea
drinking ritual. Another aspect is that the easy grip of
the waistline is lost while it seems as if it is there. That
this tea glass is not widely used in Turkey can be the
user's or the designer's preference, finally the designer
mentions that this product aims the global market.
Another interpretation of the traditional tea glass is
made by Faruk Malhan who is an architect and the
founder of Koleksiyon, one of the oldest furniture
brands in Turkey. Malhan claims that his reference point
was mainly functionality when he designed Istanbul
Serisi. He was uncomfortable with the traditional tea
glass and its saucer because the tea glass does not really
fit well on the saucer and it slips while carrying them
which also causes spilling of tea onto the saucer. This
accidental issue actually makes also the tea drinking
process uncomfortable. In order to avoid this problem,
Malhan created a little bulge in the saucer and a little
cove on the bottom of the tea glass. Thus the tea glass
becomes kind of locked with its saucer, and slipping
problem is solved (see Figure 6). Considering on the
form, the designer softly interpreted tulip shape where
the holding and drinking process did not really get
changed.
Malhan's tea glass is getting widely used in Turkey, since

it is sold in many places such as supermarkets where its
price is actually not high. That is also what the designer
aims because he claims that he wants that this tea glass
should be easily bought and used by a wide range of
people [15].
4 Conclusion
To conclude, locality is usually perceived as faceto-face communication [7] where individuality and
differentiation can exist. Globalization, in opposite,
has become a concept of distance where differences are
no longer possible and do not really matter. However,
people always want to be unique and different; that is
the nature of human being. Thus they get interested
for local identities and cultures while being surrounded
by globalization.
Objects and rituals that are rich in cultural context are
very useful in design area because they let themselves
to reinterpret. Designers who internalize values and
meanings of cultural contexts try to redesign traditional
objects with their point of view. Some aim the global
area and some aim the local one; they send local signs to
the global world or global signs to local areas. The two
traditional objects and their modern design for global
world examined in this study are just two examples
from Turkish culture. In both cases, all arguments
mentioned above are easy to notice: They both serve to
differentiation, have some cultural heritage, show how
the local survives and how locality effects globalization.
The reasons for the interest in local cultures do mostly
depend on psychological and social aspects. The impor
tant thing while combining local and global in design is
to prevent the lacking of cultural heritage. It should be
well considered what elements of local and global let
themselves combine. Otherwise we have to deal with
images that are totally foreign to us, that are without
content, and the more we stay in interaction with them
the more we become similar to their emptiness.
References
1 A kan, E.(n.d.). Eastmeetswest. Maybe Product. Retrieved
March 10, 2009, from http://www.maybeproduct.at/
eastmeetswest.htm
2 A xelrod, R. (1997). The dissemination of culture: A model
with local convergence and global polarization. The Journal of
Fig. 6. Istanbul Serisi - tea glass
158
Conflict Resolution, (41), 203-221.
3 B arthes, R. (1994). The semiotic challenge (R. Howard,

Trans.). Berkeley: University of California Press. (Original
work published 1985)
4 B audrillard, J. (2005). The system of objects (J. Benedict,
Trans.). London- New York: Verso Books. (Original work
published 1968)
5 Baudrillard, J. (2008). The consumer society (C. Turner, Trans.).
London: Sage Publications. (Original work published 1970)
6 C arlson, D. (2008, December). Five key design trends. David
Report, (10) 15-44. Retrieved December 12, 2008, from
http://issuu.com/davidcarlson/docs/dr.
7 Featherstone, M. (1996). Global and local cultures. In J.
Bird et al. (Eds.), Mapping the futures: local cultures, global
change (pp. 169-187). New York: Routledge.
8 G omes, R. (1997). Liberating the cultural variance of
global design. Presentation, 1997 IDSA Design Education
Conference, Washington D.C.
9 G ul, D. (2008, July). Koray zgen. icon Mimarlk ve Tasarm
Dergisi. Retrieved May 1, 2009,from http://www.icondergisi.
com/tr/content.
10 Hall, S. (1991). The local and the global: Globalization
and ethnicity. In A. D. King (Eds.), Culture globalization
and the world system: Contemporary conditions for the
representation of identity, (pp. 19-39). New York: Palgrave
Macmillan.
11 Kucukerman, . (2009, August). ay bardagndaki tarih.
History in tea glass National Geographic Trkiye.
12 L acan, J. (2006). Ecrits: The first complete edition in English
(B. Fink, Trans.). New York: W. W. Norton & Company.
(Original work published 1966)
13 T imur gut, S. (2009). Material culture of tea in Turkey:
Transformations of design through tradition, modernity and
identity., The Design Journal 12(3), (pp.339-364)
14 Silverman, K. (1983). The subject of semiotics. New York:
Oxford University Press.
15 Evran, E. (2008). Malhan'n ay bardag tuttu retim ylda 1
milyona kacak Malhan's tea glass production will increase
to 1 million per year. Retrieved August 20,2010, from http://
arsiv.sabah.com.tr/2008/03/30/haber,5B9A746D29724FA3BA
DCFB91D6BB1AF8.html
Ozge Merzali
Celikoglu
Technical University
of Istanbul,
Department of
Industrial Product
Design, Turkey
159
Academic sponsors
The academic sponsors of this event include the International Federation

of Information Processing Working Group I4.3 (IFPI WG I4.3), the Design
Research Society (DRS) and the Swiss National Science Foundation.
Acknowledgement
We would like to thank the following reviewers for their valuable contribution to
the DeSForM 2010 conference:
Uday Athavankar, Katja Battarbee, Georg-Christof Bertsch, Chien-Cheng

Chang, Chien-Hsiung Chen, Lin-Lin Chen, Hao-Hua Chu, Yaliang Chuang,
Gilbert Cockton, Nathan Crilly, Tom Djajadiningrat, Loe Feijs, Joep Frens,
Sara Ilstedt Hjelm, Toni-Matti Karjalainen, Steven Kyffin, Andre Liem,
Ramia Maz, Johan Redstrm, Alexandre Robert, Philip Ross, Thilo Schwer,
Shen-Guan Shih, Jasjit Singh, Kin Wai Michael Siu, David Sung, Bige Tuncer,
Bram van der Vlist, Regina Wang, Anders Warrel, Robert Young.
2010 Koninklijke Philips Electronics N.V.

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does not form part of any quotation or contract, is believed to be accurate and reliable
and may be changed without notice. No liability will be accepted by the publisher for any
consequence of its use. Publication thereof does not convey nor imply any license under
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Lin-Lin Chen, Tom Djajadiningrat, Loe Feijs, Steven Kyffin, Dagmar Steffen, Bob Young

Design and semantics

Lin-Lin Chen, National Taiwan University of Science and Technology, Taiwan

Dagmar Steffen, Lucerne School of Art and Design, Switzerland

Design and semantics

Program DeSForM 2010

Wednesday, November 3rd

11.00 12.45 Registration

Design and semantics of form and movement

Program DeSForM 2010

Thursday, November 4th

Design and semantics of form and movement

Program DeSForM 2010

Friday, November 5th

Design and semantics of form and movement

Lucerne, November 3rd, 2010

Design and semantics of form and movement

Design and semantics of form and movement

Vitra a journey: The breathing office

Design and semantics of form and movement

It is important that it has a meaningful and

have made a more significant intervention

Design and semantics of form and movement

Johan Redstrom is Director of the Design Research Unit at

In this talk, I would like to present some

Design and semantics of form and movement

and artistic approaches to design research. Main research

Asking ourselves questions about how

Wordless questions: environment, meaning

Stuart Walker is a Professor and Head of Design and

When we are urged to address a critical

Design at Kingston University, UK. Formerly, he was Associate

This talk explores these themes through

Design and semantics of form and movement

39 The phenomenology of getting used to the new:

48 Design semantics of connections in a smart home environment

71 Singular or multiple meanings:

98 Constructing a message by product design:

Design and semantics of form and movement

106 Semantic dimensions:

110 Vehicle design and brand perception:

119 Design semantics and company context:

145 Urban museums: Bringing traditions to the contemporary urban

154 Global locality: A study on redesigned examples of Turkish traditional

Design and semantics of form and movement

Smell the design:

This is a project regarding something we all do about

2.1 The reputation of olfaction

Design and semantics of form and movement

2.2 Scents and memory

the sense of smell does not hold the high position

what they learned was improved solely by the presence

Proust was so shockingly moved by the incident; though

2.3 The olfactory system

the matter till this day. One thing we are sure of is

3 Research opportunity: Establishing

Design and semantics of form and movement

were blocked except one stop, Fredrichstrasse, which

Temple, Asia, lime, perfume

Program DeSForM 2010

Program DeSForM 2010

Program DeSForM 2010

39 The phenomenology of getting used to the new:

71 Singular or multiple meanings:

98 Constructing a message by product design:

106 Semantic dimensions:

110 Vehicle design and brand perception:

119 Design semantics and company context:

145 Urban museums: Bringing traditions to the contemporary urban

154 Global locality: A study on redesigned examples of Turkish traditional