英文文献翻译.docx
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英文文献翻译.docx
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英文文献翻译
本科毕业设计文献翻译
产品设计,语义和情绪反应
Productdesign,semanticsandemotionalresponse
学院(部):
机械工程学院
专业班级:
工业设计07-1
学生姓名:
梁士桂
指导教师:
胡晓庆
2011年6月5日
英文原文:
Productdesign,semanticsandemotionalresponse
Abstract
Thispaperexplorestheoreticalissuesinergonomicsrelatedtosemanticsandtheemotionalcontentofdesign.Theaimistofindanswerstothefollowingquestions:
howtodesignproductstriggering‘happiness’inone’smind;whichproductattributeshelpinthecommunicationofpositiveemotions;andfinally,howtoevokesuchemotionsthroughaproduct.Inotherwords,thisisaninvestigationofthe'meaning'thatcouldbedesignedintoaproductinorderto'communicate'withtheuseratanemotionallevel.
1.Introduction
Contemporarylifeissynonymouswithacceleratingsocialandtechnologicalchange.Similarly,productdesignisbeingrapidlytransformedthroughmaterialstechnology,productiontechnology,information-processingtechnologyandotherprocesses.Thechangesintechnologyareoccurringataspeedandscalebeyondanyexpectation.Thedigitalrevolutionisprogressivelyturningtheobjectswithwhichweinteractintosmallerandmoreintelligentblackboxes,makingitdifficultforustounderstandthemechanismortheworkingmethod(Bolz2000).
Designthereforeoccursinadifferentframeworkthanbefore,withreferencetosocialchange,theconservationofresourcesandenergy,emergingenvironmentalproblems,andcustomer-orientedtrends(Ohira1995,Jones1997).Accordingly,whetherdrivenbyadvertisementandmarketingstrategies,orbytrends,fashion,andsocialevents,users’expectationsfromconsumerproductshavebeenalsochanging.Functionality,attractiveness,ease-in-use,affordability,recyclability,andsafetyareallattributesthatareexpectedtoalreadyexistinaproduct.Usersareexpectingmorefromeverydayproducts.Recentdesigntrendsshowaninclinationtowardsobjectsthatinspireusers,enhancetheirlives,helpintriggeringemotionsoreveninevokingdreams(Jensen1999,Alessi2000).JensenpredictsthattheDreamSocietyiscomingsoon,followingasocietybasedondata,calledtheInformationSociety(1999).Headdsthat,asinformationandbrainpowerarebecomingtherealmofcomputersandhigh-tech,societywillplacenewvalueonahumanabilitythathasnotbeenautomatedyet:
emotion.Functionalityismoreandmoretakenforgrantedinproducts,andusersarelookingforfulfillmentatanaltogetherdifferentlevelofappreciation.Imagination,myths,andrituals(beingthelanguageofemotion)willhaveaneffectonourbehaviors,rangingfromourbuyingdecisionstoourcommunicationwithothers(Jensen1999).Furthermore,Khalid(2001:
196)pointsoutthat‘thedecisiontobuycanbemomentary,socustomerneedscanthenbecreatedveryquickly,whileotherneedsarelongestablished’.
Consequently,emotionsand‘affect’ingeneral,havereceivedincreasingattentionoverthelastfewyears(Velásquez1998).‘Affect’beingdefinedastheconsumer’spsychologicalresponsetothesemioticcontentoftheproduct.Approachestoemotionsandaffectcanbestudiedatmanydifferentlevelsandallofferdifferentinsights.AsVelásquezpointsout,severalmodelshavebeenproposedforavarietyofdomainsandenvironments.Someexamplesthathegivesincludetheuseofemotionstocreatesyntheticagentswithlifelikequalitiesandpersonalities(Bates1994,KlineandBlumberg1999,Elliott1992,Reilly1996)systemsthatreasonaboutemotionsinnarrative(Elliottetal.inVelásquez1998),systemsthatrelyonemotionalprocessingtomediatesocialinteractions(BreazealinVelásquez1998),andarchitecturesthatmodeltheinfluencesofemotionsinbehaviorandlearning(Cañmero1997,Kitano1994,andSeifEl-Naseretal.inVelásquez1998).Differentapproachesworkbestindifferentdomains,andthedecisiontofollowoneortheotherdependsgreatlyonthespecificgoalsandpurposesofthesemodels.
Designdirectedbyemotionalcontentcanberegardedastheheartofcurrentdesignpractices,research,andeducation.AsPaulHekkert(2002),thechairmanoftheDesign&EmotionsSociety,says:
“Itisnolongersufficienttodesigngoodproductsorservices;weallwanttodesignexperiencesandgeneratepleasurableorexcitingsensations.”“…Butwhatdowereallyknowabouttheseexperiencesandproducts'abilitytoevokeemotions?
Canaffectiveinteractionsbedesignedandhowdodesignersandindustriesdealwiththisnewdesignparadigm?
”Thegoalofthisstudyistorevealthesemioticnatureofemotionalresponsesindesignproducts,aswellastoexploreaffectprogramsconcerningtherelationshipbetweenproductdesignandhumanexperience.
2.Productsemanticsatthephysicalandcognitivelevel
ProductsemanticswasdevelopedandintroducedbyKrippendorffandButter(1984:
inRiley2001)andisdefinedasthestudyofsymbolicqualitiesofman-madeshapes,inthecognitiveandsocialcontextoftheiruse.Thus,accordingtothisdefinition,productsemanticsisconcernedwiththerelationshipbetweentheuserandtheproductononehand,andtheimportancethatobjectsassumeinanoperationalandsocialcontextontheotherhand.Intentionallyornot,allmanufacturedproductsmakeastatementthroughshape,form,color,texture,etc.Theycommunicatewithusersandcanneverbecontextuallyneutral.Itiswidelyrecognizedthatvisualizationisimportantwhenitcomestoassessingthefeasibilityofaproductintermsofappearance,functionality,productionfeasibility,productsemantics,ergonomicsandsocialfactors(Johanson2000).Regardlessofhowdesignerusecolor,shape,form,andtextureindesigningtheproduct,messagesarebeingsentthroughproductsviaapartoflanguagestructuresthatdealwithmeaning,calledsemantics.Thisimpliesthatdesignersandergonomistsshouldnotonlyknowwhatmessage(s)theywishtotransmitandthesortofresponse(s)thatcanbeexpectedfromtheuserbeingthereceiver,butalsothesymbolsandattributesformingthatlanguage.
Aproducttellsussomething,aboutitselfandincertaincasesalsoaboutthehumanbeingwhoownsit.Throughitsdesignandfunction,theproductexpressesvalues,whoseimportanceindividualstheninterpretandvalueinrelationtoacertainsocialcontextintermsofacceptanceorrejection,likingordisliking.However,theproductcan,throughitssemanticcontentandexpression,eitherstrengthenorweakenthisrole,inthiswaycreatingpositiveornegativeperceptions,emotions,valuesandassociationswithintheindividualperson(Wikström1996).
Theproductsthatweencounterhavedifferentfunctions,e.g.technical,practicalandsemantic.Monö(inWikström1996)definesfoursemanticfunctionsofproducts:
•Todescribe-Theproductgestaltdescribesfacts(e.g.itspurpose=definethetask),wayofuse,handling.
•Toexpress-Theproductgestaltexpressestheproduct’svaluesandqualities.
•Tosignal-Theproductgestalturgestheusertoreactinaspecificway,forexampletobecarefulandtobepreciseinhis/herwork.
•Toidentify-Theproductgestaltidentifies(e.g.thepurpose=establishsimilarity),origin,natureandproductarea(connectionwithsystem,family,productrangeetcaswellasthefunctionandplacementofindividualparts).
Thesemanticfunctionsprovidethedesignerwiththepossibilitytocommunicateaclearmessagethroughtheproduct.Thismeansthatthedesignerhastomakecleartohim/herselfwhatshouldandwhatshouldnotbecommunicatedthroughtheproduct(Wikström1996).
Butter(KrippendorffandButter1984:
4),whofirstmadeupthephraseproduct‘semantics’,claimsthatdesignersandergonomistswithanawarenessofthehowtousefunctionofdesigncan‘demystifycomplextechnology,improvetheinteractionbetweenartifactsandtheirusersandenhanceopportunitiesforself-expression’.AccordingtoWikström(1996),thesemanticfunctionsshouldmaketheproductcomprehensible.Boththewholeproductsanditsindividualpartsshouldcommunicatetheintendedmessage,sothattheuserknowshowtheproductshouldbehandledmerelybylookingatit.Forexample,aknurledknobsays‘turnme’;abuttonsodesignedtosay‘pressme’;aformthatinvitesaparticularhandgrip,likeajack-plane;ateapotorkettlethatsays‘holdmehereandI’llpourforyou’;achairthatsoftlywelcomesyourrelaxedposture;ashapeorformthatindicates‘Imoveinthisdirection’or‘Ifitintothatpartofyourbody’.Theuser’sreactiontowhatsomethingisandhowthissomethingshouldbehandledisaneffectiveandimmediate(semantic)indicationoftheextenttowhichaproduct’sdesignisself-instructing.Complicatedproductsrequireamanual,butsimplerproductsoughttobeself-instructing.Incaseswherepictures,labels,orinstructionsareneededforsimplethings,arrowsorlabelstodifferentiatepushfrompull;designershavefailedtocommunicatethroughtheformoftheobject(Norman1988).
However,therequirementforcomprehensibilityvarieswiththecontext.Insomecases,asWikström(1996)mentions,theproductshouldevenbeincomprehensibletoacertainusergroup,forexamplemedicinebottlesandmedicinecabinetstochildren,inordertopreventthemfromaccessingtothese.Inpublicmilieus,however,information-carryingproductsshouldbeself-instructing.Theusergroupfocuseduponhereshouldbeabletoidentifytheproduct’spurpose,beabletouseit,andbemotivatedtouseitwithouttheneedforadditionalinformation(e.g.manuals,text).BeingoneofthemostimportanttrendsindesignintheUS,productsemanticsisanapproachtodevelopingavisualvocabularyinproductsinordertogive
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