Design Culture Introduction
Design Culture Introduction DESMA 10
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This 4 page Class Notes was uploaded by Jennyfer Skiles on Friday September 4, 2015. The Class Notes belongs to DESMA 10 at University of California - Los Angeles taught by Staff in Fall. Since its upload, it has received 37 views. For similar materials see /class/177922/desma-10-university-of-california-los-angeles in Design Media Arts at University of California - Los Angeles.
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Date Created: 09/04/15
Desma 10 Design Culture an Introduction Meeting 6 Nov22007 Design Consumers Corporations American Home Design 1930s Streamlining used but lost its original function became more ornamental a symbolic manifestation ofthe machine age American Style curvilinear forms influenced by boats and aeroplanes round windows chrome surfaces metal railings Criticized as being merely repackaging ofthe conventional house rather than as something genuinely new dea to massproduce houses like Fords early efforts began in the 30s General Houses Motohomes Little success at first William Levitt s Levittown idea cheap massproduced homes for suburbian living Great success a breakthrough A dream house is a house the buyer and his family will want to live in a long timean electric kitchenlaundry is the one big item that gives the homeowner all the advantages and conveniences that make his home truly livable William Lewitt Eventually focus shifts from the house to consumer goods American s did not want machines to live in they wanted machines to live with Brian Horrigan After the Second World War 1945 emphasis of design culture begins to shift on consumer items kept and used inside the one family house The private car becomes an extension of the home a mobile mediator between the home the workplace the shopping mall and the drivein cinema The Utopian Home Buckminster Fuller s 18951983 Dymaxion House Fuller was a visionary thinker designer and architect Background selftaught engineer Published numerous books Dymaxion dynamicmaXimum House originally called 4D Utility Unit introduced as a publicly displayed model in 1927 Created a sensation Not just a machine for living in the style of Le Corbusier a complete model for living housing unit transport unit Much more radical that the modernist houses proposed by the European modernists Total rede nition ofthe house Creative and functional use of new materials duraluminium rubber plastic The home should be movable mobile adaptable it could be delivered by zeppelinsl It should be possible to stackthe individual units into towers Fuller understood design problems to be global he searched for allembracing solutions and principles Fuller searched for pure forms In 1954 he patented the Geodesic Dome Based on natural polyhedral forms like a crystal a ower a skeleton hundreds built often used for world s fair pavillions Features of American Industrial Design Rejection of European functionalism Negative aspects intellectual break from the rest of the world isolation Positive aspects independence that left room for innovation Design defended as antielitist something for the masses Commitment on style the use of simple body shells to hide mechanical complexity streamlining became pseudofunctional Borax style ashy bulbous modernistic design household gadgets with quotbulbousquot corners chrome strips plastic strips Design for Consumption New consumer market opened after World War II Contributing factors economic growth baby boomer generation emphasis on the nuclear family suburban lifestyle as an ideal one family house automobile Focus on consumer items as symbolic tokens of the new life style Television set became one of the design symbols of the era Symbols Kitchen of Tomorrow TV Set Dream Cars Shopping malls drivein theaters Disneyland Opened on August 17 1955 These served the new lifestyle Design Everywhere Design has to be present in everything from a lipstick to a steamship from a paperclip to a locomotive from an ashtray to a model industrial community Growing concern for corporate design and product identity quotDesign is one ofthe gears in a train that also includes management sales promotion advertising engineering and research Harold van Doren and Walter Dorwin Teague Design This Day 1940 The Consumer asthe Product of Design According to design historian Bevis Hillier design is not just about creating products It is also about designing a consumer for the produc Human personalities are shaped by social conditions from ideals of family life and norms of gender behavior to the economic opportunities available to people based on their cultural identities The self is to some degree a manufactured object a social product Ellen Lupton New Design Issues in the 1950s and 60s Automation rst experienced in industrial production the automated factory meant industrial robots that were controlled by computers working on the assembly line instead of humans penetrates the home in the form of the fashionable automated gadgets Typical example programmable automatic washing machine The Wonder kitchen that seems to cook by itself another manifestation ofautomation Automation penetratesthe home via the kitchen points towards the ideal ofthe smart house l Drivein emerges as a design idea hamburger restaurants drivein movie theatres shopping malls This reflected the centrality ofthe automobile as an element of the new lifestyle a mobile extension of the home The emergence of new youth cultures becomes a challenge for design and a promise ofa new market Examples rock n roll and pop pinball taming the youth rebellion into a consumer lifestyle a challenge for the industry and marketing machineries the transformation ofthe public image of Elvis Presley a famous example from a rebel into an idol forthe bourgeois family Mobile design transistor radios portable TV sets mopeds and scooters These were often targeted to young customer who wanted to espace from the family home with their friends Corporate Branding of Products An early classic Peter Behrens 18681940 Pioneer of corporate design became artistic advisor for AEG Allgemeine Elektrizitats Gesellschaft Germany in 1907 First task to design new logo for the company Created pioneering standardized and rationalized products electric kettles with interchangeable parts electric clocks etc Everything had to be associated with AEG this included the redesign of the sales catalogues and the promotional material Corporate Identity and Consumerism An increasingly important concern in the design culture after the Second World War A corporation has to have a uniform appearance that appears in all its manifestations All products by a corporation must have a recognizable identity from micro to macro levels Pioneers in creating corporate identity Braun Olivetti IBM Some classics of Corporate Design Dieter Rams chief designer of Braun AG Germany 196097 Task to create corporate identity Less but better Eliot Noyes worked with Gropius and Marcel Breuer in the 1930s director of industrial design at MOMA Became design consultant at IBM in 1956 Re designed lBM s corporate identity pervaded everything from buildingsto graphic design and products Design linked to technical innovations Selectric Typewriter 1961 Invited Paul Rand to work on the graphic identity Rand became a classic logo designer 0livetti an early pioneer in corporate design star designers in 1950s and 60s included Ettore Sottsass Mario Bellini exercising yoga on design stripping from it every attribute sexappeal deception Braun as an example of corporate Design Braun company Germany was a pioneer of corporate design New aesthetics for domestic kitchen appliances created in the 1950s One principle domestic gadgets must be visually distinct from office or factory