The Overview of the Product Design Framework

Transcription

1 The Overview of the Product Design Framework The Concept Classification for Product Design Mitsuo KAMAIKE Chiba University, Faculty of Engineering, Industrial Design, 1-33,Yayoi-cho, Inage-ku, Chiba, JAPAN Abstract: Product design has been growing with the industrial progress and contributed our life prosperously. ut recently, the product design field has been extended rapidly. It has been difficult to catch the concept and framework. To study the concept classification for the design products would be of great significance for understanding our field. So, the author has tried to make a KJ map to understand the principle of product design. The 27 product groups were found out on the KJ map. After study the configuration of the KJ map, the axis was interpreted and one is the scale axis Small-Large, and the other one is complexity, Simple-Complex. These 27 groups on the KJ map were analyzed by DEMATEL method using five steps evaluation data. Six concept groups were found on the scatter gram by the analysis results. These six concept categories were: (1) Art & Craft, (2) Home Living Goods (3) Furniture & Instruments (4) Electric Appliances (5) Transportation and (6) Environment, that would be basic product design. After the consideration of these analysis and the six concepts, products design could be put in two basic category zones. The first one would be Simple & Static category zone, and the other one would be Complex & Dynamic. These two different category zones have been stated in one word as Products Design. In the same way as the creatures that can be classified between plants and animals, product design concept should be classified in two category zones. Simple & Static and Complex & Dynamic, which should be different products from the classification concept. ut the latter Complex & Dynamic category zone has not yet established its own methodology. It needs a total synthesized, harmonized new knowledge of aesthetic, scientific and creative method. The author proposed that the Asian product designers should establish an innovative methodology for new Complex & Dynamic products because we have a total harmonized traditional philosophy for the metamorphosis world. Key Words: Product, Design, and Concept Category 1. Introductions and ackground 1.1. ackground Raymond Loewy [1] stated in his days, inside his book from the lipstick to the locomotive various products designs. It has been passed about the hard century from his age, the design products and the human life has changed dramatically. After examine the case of the product design that shows many writings and a catalog, our present life has innumerable product designs. Our life is changed in relation by using very variations of products and surprised. What kind of products have been in our lives and what concept group is there? What or where is a range of product design? The author had been belonging to the automobile design group, but he could not find a design

2 position comparatively rational with other product designs. As for the question of the author, what is the position of car design for other product designs? Then, it is very important for the product designer to understand and confirm the concept of design product when the 21st century starts. To answer this question, this research subject, would give the outline of suggestion to the product design education and it is thought the meaningful research which is shown in the 21st century. 2. Purpose and Method 2.1. Purpose The purpose of this research is to classify the design products, and overview the group concepts that are examined through the consideration of the product concept. Specially, the subject of this research is to find out the relative position of the product concept groups and the typical product image photograph examined in each concept character Method To find out these purpose, classification the product design and overview of the concept was the tried approach by the following method. 1) After the words diffusion of design and product, the case of modern product design example was enumerated by brainstorming. And many product name cards were classified and the outline of the group concept has been caught by KJ map. 2) The relationship and influence were evaluated and analyzed by DEMATEL method of Graph theory. Product design concept map was made from the analysis result between classified groups. 3) After the interpretation of the axis of the map, each design concept group was examined, by the comparison of concept groups. 4) Above the consideration, the conclusion for the classification of the product design was reached The definition of the product design Japan has been the product kingdom and the word of design is very popular but it is the meaning of the words in Japan that product design is a little bit different from the one of other countries. efore the thesis start, the author tried to define the product design in this paper. The definition of Product Design from the dictionary is shown as follows: 1) The definition of the products 1) Product by labor, the products, the production thing; 2) A result by intellectual activities, which points at a modern machine industry product as a master, creation, production goods: 2) The definition of design 1) A sketch or draft such as a form structure & sketch, layout for composition. 2) The way and the method of that make the way of the design. 3) The idea & plan that it is planned and arranged, as mentioned about the product and the definition of the usual condition of the language of design. As for the main subject of this paper, it was made clear the outline of the product design and the new concept idea is examined through the classification of the general idea of the product Previous Study Various designers had been stated about the product design in their books [2-5] that were mainly the episode of the development of the experience of each writer about personal product development, but it is not systematic.

3 As for the previous study of design product, the goods science laboratory issued the life wealth ecology-present day, human and life products [6], by using the statistics questionnaire data. This study by the use of the technique in plants, ecology in the possession of about 1957 goods and the point of view of our life style conditions. In this study it is shown the overlooking goods arrangement inside home and added, and many goods are being shown as an illustration, and this research is thought of as a database for the precious research in the technique of the research. ut this research is based on the investigation for the improvement of the plan of Apartment room, so called LDK (living, dining, kitchen), and it is not an approach from the position of the product design. More than about 2000 products were introduced, encyclopedia and calligraphy data is enough but it was not from the viewpoint of design products. The point of view is only by the classification of the room layout, and these were not from the viewpoint of the design group. The main point of view is only classified by the room layout, and these were not from the viewpoint of the various designers that had been stated about the product design in their books that were mainly the episode of the development experience of each writer about personal product development, but it is not systematic. As for the previously study of design product, the goods science laboratory issued the life wealth ecology-present day, human and life products, by using the statistics questionnaire data. ut the standpoint of this study is not the practical of the design development though this study tried unique approach from ecology. Fig.1 Relation between plan arrangement of a house and products The point of view is only classified by the room layout, and these were not from the viewpoint of the design group. The recent products would be over 2000 products that overflow in our carnet life. And then, it passes

4 through about 20 years since this research has been issued. ut the personal computer, portable telephone, and so on became common products in Japan but are not contained, either. It would be meaningful to understand the classification and get its concept about the design products that overflow our life. The knowledge of classification for products should give not only groups of products but also suggestion of the design education and the product design concept. 3. The Design Product Sampling and Classification by KJ Method 3.1. The Design Product Sampling The author was sampling the typical products from recent product design photograph books and magazines [2-5]. So, about 350 photograph and illustration of products were collected and a database in the PC was made. These product cases should be typical modern products that were introduced as a good or new design. After checking the list of the life wealth ecology that was mentioned above, 350 name cards were made about typical products of the present day. 20 years has already passed from the life wealth ecology and many products were added the list. These products name could be carnet design product sample The Classification of the Design Products by KJ Method About 350 product name cards were put in order with the KJ method and get the configuration the KJ map. The relevance between products was evaluated, and similar products were grouped and gave the representative concept group name. At first all name cards were spread on the chart. ut it was too many to read. So similar products were collected and representative with one word, for example a pencil, fountain pen, ball-point pen, sharpen pencil were switched to the name card of stationary. The products names in the fig 2 were representative of products, for the reason to avoid complexity. As shown in the fig.2, similar words were put together into one group encircled with ellipse in the map. Fig.2 was already product items name dropped from 350 to about 150 items to avoid complexity. There were about groups could be integration. Fig.2 shows the product general idea name, which has already included many products. As for the estimation of the writer, over 3000 products are used in dairy Japanese life. Many products overflow in our life and we need guidebook magazines of new products. The present life is filled with the innumerable products, and this drastic increase tendency would be increased further more in the future life. After several tried and errors, the KJ map of design product has get Fig.2. The KJ map would be shown the out line of design product. There were 27 small products groups that were surrounded by the oval line. Each group includes products shown in the table Axis of KJ Map Through the making process of the KJ Map, author tried several arrangements on the axis idea. The position of each groups in KJ map were influence with the map axis. The key point of KJ Map making should be the establishment of the axis. It is very important to make clear the axis that would be shown with a tendency of the general concept of products. The following two axes would be fundamental direction of product design Scale Axis: Small and Large At top area of the map, there are a public traffic machine, car that was the product of a big size and great power by the electric motor or the engine. These products need the great power and large size. In the other side of the opposition, small and little size products are in the low area, for example: This axis is the meaning, which contains scale, large-small.

5 Fig.2 KJ Map Not only implied the general size, but also the scale of system of products. The meaning, which includes the size of the scale of the mechanism or system of the product, is decided to be called a scale Axis Complexity Axis Simple-Complex, as for the second axis, several axis ideas had been tried and examined. The Axis For example, Soft-Hard, Simple-Complex, Personal-Socially, and Static-Dynamic were examined and many cards were arranged according to the configuration of these axis. Each axis had some exception, and it couldn't be put in order completely. This exception would show that the product design composed from the multiple dimensions. Finally second axis was chosen as the Complexity axis Simple & Complex which has the fewest exceptions. As show the Fig.2, simple goods for example handcrafts dish, glass and stationery were sift to the left side. On the other hand there are miscellaneous systems or machine, for example tractor, automobile, complex environment equipment and so on shift on the right side. Furthermore, though the shape is simple, there is the IT equipment for example business machines, the personal computer, the portable telephone, etc. which operation are very complex and are in the same complex area. It is the new work of the designers with the business machines that a market extends IT technology rapidly recently in the base and the object of the design is added to the appearance and easiness. Are designed by the process of the operation and a sign such as an icon and an autograph, too. Was thought with the classified general idea of the usual machine product that the establishment of the shaft of the new product which it doesn't finish catching was necessary Products Groups It should be thought that similar products were classified into 27 groups. KJ map show the general concept of the product design from the life style. The 27 groups, which are supporting Life products, should be shown in the Fig.2 where the groups are composed of the new position from the viewpoint of design, because these products were pickup from books of practical design development. The KJ map would be reflects as of present general

6 products design concept. In other words the designer pays attention to it at least and the product shown here is introduced to the writings of the product design, and it is included in the 27 groups which were seen in the point of view of design. 4. The Products synthetic influence analysis 4.1. The analysis of 27 product design groups As the above the mention, the author have gotten 27 product groups on the table 1 by the KJ method. KJ map was understood the general concept and comprehensive framework. ut the positions of the groups were not certain. What influence and relationship between the 27 each groups? The influence and relationship between each group was evaluated by five steps. This evaluation result is shown in the Table 2. A synthetic influence degree (Table 3) was analyzed by the graph theory DEMATEL by using these evaluation data. The scatter gram was made as an analysis result of the X shaft (D+R) of the table 3, the Y shaft (D-R). The scatter gram of the analysis result of the synthetic influence is shown Fig3. Six groups were fended out on the by classer analysis which shown in the figure 3 with the oval line. These superior groups of product groups are decided to be called Product Design Concept Category Group. Table no. 2. The evaluation result Stationery Tableware ath & eauty Art & Crafts Hobby & Culture Fashion Home general goods Precision Instrument Kitchen Tools Kitchen Electronics Home Amusement Home Audio Personal Computer Household Electrics Sports G ear Recreation Graphic Furniture Office Furniture Medical treatment Man powaer vehicle Autmobil Machine for Work Recreational Vihicle Public Facilities Public Space Public Transportation 1 Stationery Tableware ath & eauty Art & Crafts Hobby & Culture Fashion Home general goods Precision Instrument Kitchen Tools Kitchen Electronics Home Amusement Home Audio Personal Computer Household Electrics Sports Gear Recreation Graphic Furniture Office Furniture Medical treatment Man powaer vehicle Autmobil Machine for Work Recreational Vihicle Public Facilities Public Space 1 27 Public Transportation Relative concept position of the product group and the upper general idea would be shown. This concept chart shows the general concept classification of the product design and a whole figure. It would be show, and it is decided that a figure 3 calls the whole of the concept of the product design product design concept.

7 Table no. 3. The result by the graph theory DEMATEL 総合影響行列 D+R(X 軸 ) D-R(Y 軸 ) Stationery Art & Crafts Tableware Art & Crafts ath & eauty Home Living Goods Hobby& Culture Kitchen Tools Fashion Home general goods Precision Instrument Kitchen Electronics Electric Appliances Home Amusement Home Audio Household Electrics Personal Computer Furniture Recreation Graphic Sports Gear Furniture & Instruments Office Furniture Medical treatment Transportation Autmobil Man powaer vehicle Recreational Vihicle Public Space Machine for Work Public Facilities Environment. Public Transportation Fig. 3 The Scatter Gram by DEMATEL Analysis 5. Discussion 5.1. Six concept groups Each concept group contents was examined and named as the following. The product groups, which belongs to six-concept, groups name and each typical products photographs shown as follows:

8 1) Art & Craft: (Stationery, tableware, bath & beauty, art & crafts). 2) Home living goods: (hobby & culture, fashion, home general goods, precision instruments, kitchen tools) 3) Furniture & instruments: (furniture, office furniture, medical treatment.) 4) Electric appliances: (kitchen electronics, home amusement, home audio, personal computer, household electrics).

9 5) Transportation: (sports gear, recreation, graphics, man power vehicle, automobile, machine for work, recreational vehicle) 6) Environment: (public facilities, public space, public transportation) As shown above the photographs, the groups in these six concept category, which would have the relevance and influence with other groups through the various design attributes. So, the directly influence degree items had been checked, but chart has been omitted because it was too complicated to be able to show the relevance and influence degree. There are many connections with the top and the bottom product items. The Furniture & Instruments, Electric Appliances and Transportation categories are shift in the central area. It would be the most important product design categories that were influences with other products closely in our life. After the consideration of these six concept categories and the analysis result, the author has an opinion that product design should be segmented in two basic category zones. The first category zone would be a simple and static product, which contents Arts & Crafts, Home Living Goods, and Furniture & Instruments. The other category zone would be including complex dynamic products, Electric Appliances, Transportation, and Environment. As for the modern product design until today, these two different category zones have been stated with one word Product Design. ut the author thinks that the basic design method should be different. At the first stage, in the time of W. Morris, there were no problems because designers only designed the products so called Arts and Crafts. ut currently, products like for example the automobile and the communication instruments are in the complex category zone. This problem could not be solved with the simple and static design method that is mainly approached by aesthetic molding technique. As the creatures can be classified between plants and animals, in the

10 same way, product design concept should be classified in two category zones, Simple - Static and Complex - Dynamic. There is a big problem because the complex dynamic products methodology has not been established yet. It needs a wide knowledge of the multi elements analysis and synthesis, the measurement of synthetic harmony, total human elements of satisfaction based on the basic simple and static. Not only the knowledge but also new philosophy would be established. The author has an opinion that our Asian design should create a new methodology, because we have long history of total synthesize technique and philosophy. 6. Conclusions and Overview 6.1 Conclusions: After the definition of design and product, the case of present product design examples was enumerated by brainstorming. At first over the 350 product name cards were classified and the 27 groups were caught by KJ map. Then two axes were found: the scale (small-large) and complexity (simple-complex) from the interpretation of concept groups on the KJ map. And then the relationship and influence were evaluated by five steps and analyzed by the DEMATEL method of Graph theory. The scatter gram of Product design was made from the analysis result between classified groups. It was found the six concept category groups, Art & Craft, Home Living Goods, and Furniture & Instruments, Electric Appliances and Transportation, Environment. Three categories, Furniture & Instruments, Electric Appliances and Transportation at the center of the scatter gram were more important category and they have influence with many other groups. These three groups would be the core product design categories. After the consideration of these six concept category, the six categories could be segment two category zone, the one is simple and static, and the other the complex-dynamic category zone. These two-category zones are standing in the different methodology. In the design of the 21st century it should be found the new innovative methodology and appropriate education concept on the new outline framework, especially the new complex-dynamic category zone that it has not yet established a methodology. 6.2 Topics for future research studies. The meaning of the product design has been used vaguely. This study should clarify the six concepts groups and distinct them from the above knowledge of the product design. These concepts groups and the relative positioning should show what is the future product design education and the practice direction. The author has the opinion that the new product design methodology should be proposed by Asian designers. ecause they have long history of total synthesize technique and philosophy. The author will try to study the complex-dynamic category zone through the automobile design that would be typical in the complex-dynamic design field. References 1) Raymond Loewy : never leave well enough alone, The title of Japanese edition was translated From the Lipstick to the Locomotive, Kajima Institute Publishing Co. Ltd, 1980, ISN ). Martin: Graphic Products by Design 1, ISN ) Joe Dolice, and the Editors of ID Magazine: Products by Design, ) Nonie Niesewand: The International DESIGN Year book, ijyutusyuppan Co, 1991,ISN ) Industrial Designers Society of America: Innovation Award Winning Design, ISN ) Product Science Research Center: The Life Wealth Ecology-present home products and human 7) DEMATEL: The name came from the next initial, DEcision MAking Trial & Evolution Laboratory. 8) The direct influence degree of DEMATEL analysis chart has been omitted because it was too complicated to be able to show the relevance and influence condition.