6.1 Characteristics of Classic Design
Essential idea:
A classic design has a timeless quality, which is recognized and remains fashionable.
Nature and Aims of Design
Nature of Design
A classic design is not simply defined by how well it functions or its impact. Classic designs can be recognized as from their design movement/era. Yet, originality—whether it is evolutionary or revolutionary—seems to be the trait that makes a product “timeless”. (3.10)
Aims
Aim 8: The iconic status of classic designs is often attributed to them being “breakthrough products”.
Guidance
As a student of Design Technology, you should understand:
How image makes a classic design instantly recognizable and provokes emotional reactions
How a classic design defies obsolescence and transcends its original function
How the role of mass production contributes to a product reaching classic design status
How the constant presence of a product in a changing context leads to classic design status
How classic designs are dominant in the marketplace and difficult to change
Concepts and Principles
What is timelessness?
An object that is "unaffected by the passage of time or changes in fashion" can be described as timeless.
Classic designs don't begin life as timeless objects.
They require time to be appreciated and explored; People need to form opinions about them; A context needs to be formed around the design. In short, the design needs time to become part of our culture. At that point, the design can be called a classic design because it has this timeless quality to it. The Panton Chair was the result of ten years of experimentation with materials, form, and manufacturing.
Classic designs don't begin life as looking classic.
Rather, they are often futuristic or radically innovative for their time. The Panton Chair was the first chair to be made of injection-molded plastic, for example. It's form and materials were quite radical at the time, and were considered to be futuristic.
Classic designs are in a state of constant evolution.
Though a design may be 40 or 50 years old, the design has evolved or changed in subtle but significant ways. Changes to the material, manufacturing process, and form are necessary in order to keep the design relevant, profitable, and functional. The Coca Cola bottle has had subtle changes over time to reflect changes in materials (glass to plastic), sizes, etc. Regardless, the "essence" of the shape remains.
Why do designers need to think about timelessness?
Understanding the factors that make a design classic can inform the design of new, innovative products.
When re-designing exisiting product, designers should be aware of the characteristics that make the design a classic, and make changes accordingly.
When designing new products, designers may use the aesthetic properties of an existing classic design to inspire their new design.
Features of Classic Designs
Classic designs can be challenging, and in some cases subjective, to define. But there are some features that many classic designs share.
Classic designs are:
Iconic: They represent a time period, movement, or culture/sub-culture
Instantly recognizable: The shape, form, color, etc., of the design is instantly recognizable. This is usually the result of it being mass produced and having significant cultural importance or status. The design is used by many people, is in people's homes, appears in media, or has come to symbolize a sub-culture, movement, or time period(iconic)
Desirable: People want to own or use it. The design creates strong emotional responses in the user.
Transcend function: The design may be technologically obsolete, yet it is still desirable, either as a collectable or as a status symbol.
Widely imitated: Due to demand, the design is widely imitated, usually at a lower cost.
Resale Value: Classic designs command a higher resale value over knock-offs.
Collectable: The design has become a collectable.
Characteristics of a Classic Design
Image
Aesthetically appealing designs are instantly recognizable and provoke an emotional response in the viewer. They have an external form that
A deep knowledge and understanding of materials and production processes allow designers to create thoughtful, durable, and functional designs that have aesthetic appeal.
Well-design designs create an emotional response in the viewer/user. These responses influence the user's perception of the function and effectiveness of the design. There are three types of emotional response (7.5 Beyond Usability):
visceral: Responses to the aesthetics of a design; First impressions.
behavioural: Responses to how the design performs, its function, usability, learnability, effectiveness
reflective: Responses to how the product relates to the user's beliefs, memories, self-image; The product's story.
The curve of the Coca-Cola bottle has come to define the product and the brand. Though there have been subtle changes to the curve as materials have changed, the contemporary plastic bottle still retains the "hourglass" shape.
Status and Culture
Classic designs can increase in value over time, and communicate the social status of a person. As some designs are rare or expensive, owning and using one can increase the perceived status of a person. A classic car collector, for example, must have the time and money to support and develop their car collection. Likewise, an owner of an Eames chair communicates their status as a thoughtful connoisseur of furniture.
Classic designs can reflect cultural influences. They could come from a specific era or movement, or reflect a sub-culture. Regardless of their origin, they create strong feelings of nostalgia and create a sense of belonging with other members and connoisseurs of the movement.
Ownership of a classic design
increases one status as a member of a subculture (e.g. pop culture, youth movement, connoisseur, etc.)
requires time and/or money to maintain (e.g a classic car is expensive to maintain and requires time)
the product is part of pop culture - it appears in TV, films, etc, and
The value of the classic design can increase
Obsolescence
A particularly defining aspect of classic designs is that they transcend obsolescence. They continue to be desired objects long after the initial mass production and market dissemination has happened--they are timeless.
Due to their inherent aesthetic qualities, function, and build quality, classic designs take on a new function, that of an icon. They represent more than intrinsic value of the product. Consequently, their value increases.
Review the types of obsolescence (Topic 5.5)
Mass Production
The mass production of a design is an important contributing factor for it to be considered a classic design. The mass production and distribution of a design ensures that it reaches the greatest number of users and achieves teh greatest amount of visibility in society.
Mass production involves investment in systems and processes to produce a large number of designs; however, this economy of scale means that the individual product can be produced for lowest possible cost.
Mass production may also involve the optimization of materials, processes, and forms in order to be produced affordably and efficiently. Classic designs have benefited from designers who understand the processes and materials involved in manufacture and are able to leverage this knowledge and understanding to create high-quality, timeless, classic designs.
Both the Bialetti Moka Coffee Pot and the Volkswagen Beetle are strong examples of classic designs that were engineered to be mass produced to take advantage of economies of scale.
Ubiquitous / Omnipresent
A design that is ubiquitous or omnipresence is constantly present. It has become a part of our daily life, to the point where we have started to attach emotions or feelings to the product.
Ubiquitous designs persist in the marketplace despite their being newer or even better alternatives. Their iconic status makes them the preferred choice.
Post-it notes and Bic pens are good examples of products that have become ubiquitous in our lives.
Dominant Design
A dominant design is one which has emerged to embody the essential features. The majority of manufacturers and consumers recognize these features and may use them as a benchmark when evaluating other designs. The video describes how elements of Apple's iphone design have now become dominant features of smartphones, in particular the role of buttons.
Dominant design can be difficult to change. Users may be satisfied with the design and not see any advantage in switching to a different one. Likewise, if a company decides to re-design its classic design, if could risk users not adopting it. People will not have the same emotional attachment to the new design as they did to the old classic design.
In this regard, it is important for designers to consider what aspects of a classic design create strong emotional connections to the user and to consider how a redesign will impact or leverage these connections.