Abstract
The chapter discusses some typical design process as declared by Masters, and proposes possible integrations for taking into account perception and emotion. After the evaluation of the power of the emotions in modifying buyer’s behaviours, the problem of the designer responsibility and ethic are analysed. Examples are provided.
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Notes
- 1.
In a recent experience, about one hundred and fifty students attending the second year of a Communication Degree Master were asked to provide three posters emphasizing the three souls of the Politecnico di Milano: engineering, architecture and design. More than the 75 % of the posters aiming at representing the design course values pointed out creativity (expressed either directly with the word “creativity” or in terms of colours, improvisation, exterior appearance, and so on; moreover, more that the 10 % propose as a goal the individual success); by the way, not only “creativity” is not taught at all at the Politecnico, but, according to the author, it is not at all possible to teach it.
- 2.
A deep analysis of the different values and behaviours in different cultures is carried on in Hofstede et al. (2010); the study shows how different communities (we can approximate as different countries) accept or do not accept some social phenomena, such as specific social roles of males and females, or excess of different sustainability of the social classes, and so on; for example, a smart phone covered of Swarowski cristals, adding nothing to the functions, but increasing enormously the price, can be accepted in China and is refused in Danemark: China is accepting the social differences more than Danemark does.
- 3.
A subliminal message is a signal with characteristics that are lower than the perception thresholds; for instance, an image lasting less than 1/20 of a second, a sound lasting so short time, to be impossible to get the proper air wave pressure, and so on. In proper terms, product placement techniques (e.g. showing cigarettes or alcoholic in the movies) are not subliminal, beside the fact that the spectator’s attention is distracted by other events.
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Maiocchi, M. (2015). The Design Process. In: The Neuroscientific Basis of Successful Design. SpringerBriefs in Applied Sciences and Technology(). Springer, Cham. https://doi.org/10.1007/978-3-319-02801-9_6
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DOI: https://doi.org/10.1007/978-3-319-02801-9_6
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Online ISBN: 978-3-319-02801-9
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