4/2/2018

DESIGN AND AESTHETICS

Lecture 1 – Introduction in design and aesthetics

Score
 Course - 60 points
 Midterm (April 13, 2018) & Final test (May 25, 2018) – 55 points
 Active participation – 5 points
Course  Seminar - 40 points

information

E-mail: [email protected]

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 Accounting
 Management All these other subjects you might study
during your bachelor studies deal with the
 Marketing product as it is/ in its final shape/ as it will be
Why study  Logistics
presented to the final consumer

design?  Etc.

“Design and aesthetics” covers the previous stages in the life of a product.

 1 – Introduction in design and aesthetics

 2 – Innovation - a process of communication between market, science and technology
 3 – Creativity: originals, succedanea and surrogates
 4 – The evolution of design - artistic movements, schools, stages
 Elements of design and aesthetics
 5 - shape, line, ornament,
Score 6 - color, style
 7 - The aesthetic evaluation of products
 Promoting the company's visual identity through design and aesthetics
 8 – Design and aesthetics of the commercial environment
 9 – Advertising graphic design and aesthetics
 10 – The aesthetic design of modern packaging
 11 – Main directions in design development

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What is design? Usability Aesthetics – User Engagement (UE)

• ease of use • user emotional responses
• ease of learning • user interface
• effective operation • art, beauty
• how well it fits users tasks • perception
and goals

How the brain

works?

Rational | Emotional

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designare = preposition DE + lat. SIGNUM (sign)

Design -
it. disegno (drawing, creative idea, project)
etymology
fr. dessin (drawing) and dessein (plan, purpose)

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Industrial When design refers to mass

design production => industrial design

HOW is the product made? WHY is the product made like that?
= DESIGN = AESTHETICS
The technical,
Design - engineering part of What lies behind the reasoning made
making a product when choosing how a product is made
definition
The one that deals with materials, What is known about taste, consumer
sizes and technologies preferences

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UX / Gap Design

The process of
design Product Plan

Produce

design goals related to pleasure and aesthetic appeal

are considered to be as important as
efficiency and effectiveness

Product design

Aphorism “what is beautiful is usable”

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Product design

- morality, creativity, problem

solving, follow a moral code to
serve others

Maslow’s -confidence, achievement,

respect of others
Hierarchy of
Needs - family, friendship

- health, employment,
security of our property

- breathing, food,
water, sleep

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- UX
remap
Maslow’s
Hierarchy of
Needs to the - ease of use

needs of users - it works without

interruptions

- it works
properly

 “A person’s perceptions and responses that result from the

use or anticipated use of a product, system or service”
(ISO 13407)
User  includes usability and perceptions of utility, but it goes
experience further to consider emotional responses

(UX)  as a marketing concept includes all the experience: sales,

set up, use, support during use, maintenance, etc.
 part of user experience that has to do with design - user
engagement (UE)

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User
judgement

Work goals - oriented applications, functionality, utility and usability are going to be more important
If the brand is valuable, this exerts a positive influence on other criteria such as usability and aesthetics
Cognitive models of user judgement: ‘gut reaction’ or fast-path processing, involving little reflective thinking; or the slow
path, we make judgments more slowly with elaborate thinking in serious contexts

Emotion fits into decision making and may become an important

influence on our judgement

Cognitive
factors
influencing UE
appears that usability has to
avoid serious errors while
investing in aesthetics adds
value  Unpleasant events / A bad usability experience will trigger emotions of
frustration, anxiety and even anger -> poor usability will be remembered and
associated with the product in the future
 Design qualities such as good aesthetics and usability are likely to evoke
positive emotions, such as pleasure and joy, leading to positive memories
(although we tend to remember positive experiences in more general terms)

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Components
of UX which
may affect
user
judgement
There are several criteria which may be loaded to shape users’ judgments
of attractiveness
The weighting of the criteria will depend on the domain, the user’s
preferences and previous experience with similar applications.

Design is a behavior,
not a department.
- David Milne

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