Assignment 1A

For Assignment 1A we were asked to read chapter 4 of The Culture of Design. This chapter covers the topic of the consumption of design, where the author makes references to several other key authors. If any of these authors raise interesting points it was suggested that we investigate them in more depth.

I have to be honest and say that I found parts of this chapter hard to read, but there were also theories which really interested me. One statement which grabbed my attention was 'no matter how much the designer tries, he or she cannot fully control the processes by which the public read, interpret or even straightforwardly use the objects, images and spaces they shape.'

I think this is true for all designers in all discipline and as a student of graphic design I can relate to this statement. For instance I may produce a poster which I think is hard hitting and gets a clear message across to the public, but it may only grab the attention of a certain age group. Some people may misinterpret it or others may not understand it at all. Packaging for an expensive gift could be designed as a keep sake in its own right, but does that mean that everyone will hold on to it? Some individuals (like myself!) love packaging and keep a hold of it long after its required whilst others throw it out straight away. By keeping it longer than is necessary am I using it the way the designer intended? Or have I misinterpreted its use?

Slater has investigated this subject further and has established the general character of consumer culture. He raised some interesting points: 'consumer culture includes the balance between a quest for achieving meaningful ways of life and the resources available to be able to do this' ...'access to goods is only limited by the ability to pay for them. It is open to anyone with money.'

So really its about balance. If we don't have the money to buy expensive goods then we have to shop for goods that we have the money to buy. In relation to graphic design, large companies will probably have larger budgets that graphic designers can work with. This therefore means that the end result can be more luxurious, in comparison with a small company who has a tight budget. However it can also be seen in everyday circumstances; if you can afford to get personalised wedding invitations then you can get a designer to make them, if you don't you may have to settle for a 'mass produced' variety. Julier highlights that 'many, if not most, acts of everyday consumption are highly rational. They are based on the stringent calculation of need and value for money.'

Another theory which got me thinking was presented by Haug. 'He argues that artefacts in the market have to promise a use-value once they are sold: they have to appear to be useful before they actually are.' I think this is very relevant in the case of graphic design. As designers we are producing goods for individuals but we don't know who they are, they are unknown consumers. In some projects it will be the job of the graphic designer to may a product look usable, if it doesn't look usable it won't sell. 'This is particularly the case in image-based goods such as CD-ROMS, video games or newspapers and magazines where the look of the thing is intimately bound up in the way they function.' Even though we do not know the consumer we have to know what they expect and produce a design which will grab their attention and meet their needs.

What did you take from this chapter? Was there other theories which you related to more?