the elusive unconscious in product design
Tuesday, October 7th, 2008While there seemed to be a more clear connection with Freud’s ideas in regards to fine art — both in the motivation to create and the ways that fine art may be interpreted, the connection to industrial design seems a bit less direct
In industrial design, the process is very often a team effort and the clients needs may actually drive the process more than the needs or desires of the ultimate user the product, for example, a manufacturing cost target may supersede added design features. But I did find relevance in the discussion of the importance of the unconscious in the workings of our mind, in that this provides an explanation for behavior I’ve observed in the process of developing new products.
Freud’s ideas stress the power and importance of what may be subconscious and/or unconscious, which is particularly interesting when considering the typical design process in which the process and factors that drive the design process are highly conscious while many reasons to select or purchase a product are not. Likewise, a significant portion of the satisfaction a user receives from a product may be subconscious or unconscious. I’ve witnessed the demonstration of these principles participating in user research related to new product development and design validation. Despite the popular concentration on designing for users emotions and/or experience that is currently in vogue, most research aimed at discovering “emotional data” rely on the users articulation of these emotions – more often than not, users have trouble putting their feelings into words possibly because the underlying basis for these feelings may not be tenable through conscious thought. I’ve seen researchers attempt to deal with the perceived problem of articulation by asking questions in several slightly different ways and then trying to correlate the results, or even ask users to respond by matching imagery rather than using words. While both of these approaches may address the difficulty users may have in dealing with the problems of language, they may not be exposing the more powerful underlying reasons for a reaction- the subconscious underlying basis for emotions. Perhaps free association - borrowing from dream analysis may be a more fruitful exercise.
Psychologists are in fact involved in marketing efforts to make products more desirable to consumers. The concepts of the Pleasure Principle are certainly used in generating product propaganda to increase sales, promising a range of pleasures that ownership and use of a product may bring, usually by associating product ownership or use with increased sexual atttractiveness – but perhaps a better understanding of unconscious issues could be used for non capitalist motives. For example, if the rapport between a product and its user could be enhanced, or, changed to the point that the user would be moved to repair a product rather than to replace it, this may And, certainly subconscious connections are partially responsible for product semantics, and the power of symbolic archetypes that play an important role in the response a user has upon first encounter with a product.








