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Theory of Product Semantic: A Brief View On A

This document provides an overview of the Theory of Product Semantics. It discusses why the theory is important, as only things that are named can be communicated and improved. The theory is useful as an analytical tool but does not replace design skills. It should be used to discuss product semantics, which focuses on sensory functions, perception, and their effects on viewers. The document then outlines the different user functions of products - practical functions, formal-aesthetic functions, signaling functions, and symbolic functions. It provides examples for each type of function.

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Desica Adimia
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44 views21 pages

Theory of Product Semantic: A Brief View On A

This document provides an overview of the Theory of Product Semantics. It discusses why the theory is important, as only things that are named can be communicated and improved. The theory is useful as an analytical tool but does not replace design skills. It should be used to discuss product semantics, which focuses on sensory functions, perception, and their effects on viewers. The document then outlines the different user functions of products - practical functions, formal-aesthetic functions, signaling functions, and symbolic functions. It provides examples for each type of function.

Uploaded by

Desica Adimia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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a brief view on a

Theory of Product Semantic

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based on a Work of Jochen Gros (Darmstadt)

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Why?
Why »Theory of produkt semantic«?

• only the known can be named,

• only the named can be communicated,

• only communicated points can be proved


and improved.

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Use
Use of the theory

• as an analytic instrument very usefull

– but:

• rational approach doesn’t substitute formative


compentences

• a bad design will not really be improved with


endless argumentation
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When
When to use this theory

The discussion on product semantics is always


on sensual functions, on sensual perception
and their effects to the viewer.

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User functions Product

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User functions Product

practical functions product semantic functions

formal-esthetic funktions signaling functions

signal functions symbolic functions

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User functions Product

practical functions product semantic functions

formal-esthetic funktions signaling functions

signal functions symbolic functions

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practical
functions
practical formal-aesthetic signal symbolic
funktions funktions funktions funktions

Pragmatic-practically

• a chair for sitting,


• a car for driving,
• a pan for cooking.

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formal-aesthetic
funktions
practical formal-aesthetic signal symbolic
funktions funktions funktions funktions

»Shape«: structur, form, colour, ...

• simple – complex
• closed – open
• uniform – different
• symmetric – asymmetric
• clear – unclear, foggy
• in a grid – free formed
• static – dynamic
• well known – new.

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signal
functions
practical formal-aesthetic signal symbolic
funktions funktions funktions funktions

»Push the button!«

• Signals to the use (the practical function):


big display + keypad: mobile phone,
small display + keypad: pocket calculator;

• Signals/keys how to use:


arrow-shapedd knob shows how to turn,
carved handle says where to grip,
button gives a click .

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symbolic
funktions
practical formal-aesthetic signal symbolic
funktions funktions funktions funktions

Meaning in a context

Meanings and und imaginations which are


connected to a certain material or shape:
golden surface,huge chair back, to drive
a Harley-Davidson, ...

Symbols always need a certain context, they


are always subjective:
a three-days-beard can stand for a cool
Designer, a Leader from Arabia or a
homeless person. 58/60
... any questions?

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I want to know more!

Dagmar Steffen u.a.:


Design als Produktsprache
Der »Offenbacher Ansatz« in Theorie und Praxis
Verlag form GmbH, Frankfurt/Main 2000
25,00 Euro

(sorry, I don’t know an englisch source)

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