Task 6: Objectified

The main idea of the Objectifies documentary was how objects speak as to who put them there. It is indicated that when we see an object we make assumptions about it in seconds. We analysis it personally through function, weight and cost. We think about how that designer thought of it, developed it, manufactured it. Now taking it from the designers and manufactures point of view they think about how it connects to you, its feel, smell, touch and how you hold it – ERGONOMICS but also the materials, forms, colours and textures used and issues associated.

We are introduced to Alice Rawsthorn who talks about how the main goal of industrial design is mass production. She sees how products are produced to be consumed by millions of people, ranges of different target markets rather than one. It was seen from Chinas Emperor that each bow was made differently to fit the persons bow. This came to reason that they had to standardise sizes to fit all. She continues about how designs are taken for granted due to the familiarly of them. E.g. posted notes, people don’t realise that we are surrounded by objects that are designed one way or another for people.

“Every object tells a story if you know how to read it” by Henry Ford. Andrew Blauvelt articulates this through how each object has a story, a decision made about the object. His example of the Japanese toothpick – at the end of the toothpick it has groves so it could be broken to signify usage but also acts as a tiny rest for the tooth pick when not in use. This is a cultural context but it may not be used this way because the US doesn’t read it that way.

Dan Formosa indicated that every designer’s common interest is to understand people and what their needs are in any area. Designers design for the extremes, weakest, people with disease, athletes etc. not specifics of age or gender because they understand them. David Stowell tells a story on how a friend’s wife had trouble with the peeler due to arthritis. A product that people don’t really think about can be explored to fit these peoples need through comfort but also other people generally.

Agnete Enga indicated how to understand a person is to understand the product through experiences like trialling existing products and find the pressure points, frictional points. E.g. the hedge cutter with straight edges is squeezed harder if the tool is used downwards as it has to be held off the ground so creating a curved hand reduces that. Through prototyping they are able to control the ergonomics of design. So mainly looking how everyday objects can be redesigned to improve people’s interaction, use and daily life.

Dieter Rams wants a positive reaction, a clean understanding of things. He doesn’t like objects that aren’t necessary. He says that good design is innovative, makes a product useful, aesthetically pleasing, understandable, honest, unobstuctive, long living, consistent in every detail, environmentally friendly and possible. There are only a few companies that do so. One is Apple. Jonathan Ive, senior VP of Apples philosophy is that “a design is the way that you look at the world”, why things are designed the way they are. We are constantly designing. When a product is designed we can see the thought behind it. The ways we design are through attributes that may be through materials or forms. He communicates the beauty of an object by making 6 parts from just one. E.g. the Ibook Mac screen cut out used to make the key board frame. He makes it clear that manufacturing and testing is a key point in design. He also emphasises that if a part is not indicating something, it shouldn’t be there.

The documentary continues saying that we are going into a generation were the form doesn’t bear any of the function. E.g. the iphone, its form doesn’t indicate its application. Whereas in the antilog stages with no electronics the form follows function worked. E.g. a spoon indicates through shape it is used to feed with.

The micro chip has replaced this providing led tension and conflicts in designs. There are 3 stages 1. Formal relationship 2. Symbolism – the content of the object and language it portrays to its use 3. Contextual text – the technological, ergonomics of an object. We as designers are always looking for form through different processes to get them. Two French designers articulate that they understand what people need better than they do ergonomically and space. They want to create an appropriate product to make the consumer feel happy. They design simply so they can maximise the unity and melody in the object.


Marc Newson approaches design through the interest in materials. He looks at the materials to use and finds a way to use it instead of the other way around. He wants to design for the future, design for an external frame of reference. His philopshy is to be non disposable – objects that will not date badly. He also believes that a product “designed” should not mean it costs more. Designers use that to their advantage for marketing. Paola Antonellie says that having an expensive piece of design doesn’t mean you’re rich.

Target developed the fundamental purpose of design being something you want, it distinguishes you. The documentary states that it’s no always a group of designers solving the top ten issues but developing things for a company. This can be developing things with a newer look but the problem is that everyone is also trying to do this. These are always changing. BMW says that designer’s think of the emotional energy given off their cars even though it is bending the plastic or metal as a way of changing a car every season. Design is a story told through an object that reflects you.

The documentary comes to an end articulating how designers are really making an affect and making a change. But most importantly design has to be sustainable. Why are we designing for 10% of the world when we should be design for the other 90% as well which don’t even have the basics. Sustainability is not only able recycling the product materials but more about redesigning a product that can be disposed of ethically and environmentally friendly. Things should be permanent if we want new things all the time. It’s not only about created but also disposing.