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THE DE-SIGN OF DESIGN
Azlaini Haji Abdul Aziz
Department of Interior ArchitectureUniversiti Teknologi MARA
INTRODUCTION
What is Design?
Design is a “language”, which is used to convey certain
messages to the users or the observer.
According to Lupton (2000 : 73)
“A language consists of a vocabulary of signs combined according to grammatical laws”
What is Design
According to Heskett (2002: 2), the widespread agreement about the significance and value in design has led to much confusion that surrounds design practice.
Design has been transformed into something, which is banal and inconsequential in the modern world, and this is what makes it quite problematic to state design as a serious matter.
Definition of “Design”It is structured from two basic words, which are ‘de’ and ‘sign’.
The interpretation:
“De” = to convert / interpret / translate
“Sign” = object, quality, or event whose presence or occurrence indicates the probable presence or occurrence of something else
Definition of “Design”
Design is generally all about organizing and creating an
“entity” that refers to both physical and spiritual
manifestations, to serve a specific purpose or objectives
that fulfills the need of the user.
“Entity” = “life form” (body + soul)
Definition of Design
According to Heskett (2002: 4):
“Design is one of the basic characteristics of what is to be human, and an essential determinant of the quality of human life”
Heskett (ibid) further claims:
“Postmodernist ideas in design have been widely appropriated for commercial purposes in order to convert efficient, inexpensive, and accessible products into new manifestations that are useless, expensive and exclusive ”
DESIGN & SEMIOTICS
Design & Semiotics
Language = code
“Langue” (language) & “Parole” (speech)
“Signifier” (form) & “signified” (mental concept)
It is a form of a “visual language” that communicates
using of form and visual symbols (through analogy &
metaphor).
Design and Semiotics
Design is not a sign because it does not generate meaning but it reduces objects to signs.
Barthes (1964) declares that “objects are to be function signs”.
According to Pierce (Chandler, 2005):
“Nothing is a sign unless it is perceived as a sign”
About Design
Design does not create meaning but communicates
meaning
In order for communication to work, a message must be
created out of certain ‘form’.
Codes or messages must be clearly presented to project
intended meaning
DESIGN ISSUES
Design Issues (in general)
The “Corporate” effect (standardization due to globalization). This phenomenon reduces uniqueness of a culture.
Threat in loss of identity due to colonialization and
globalization.
Lack of consideration in local context and values due to
bombardment of external canons
Design Issues
Less emphasis on local image / content
(although many experimentations had been conducted )
Weak projection on meaning in design. Focuses on
marketability only (consumerism).
Misrepresentation of image
DESIGN REMEDY?
The Remedy
Bring back meaning (local) into design
Imbue ‘mythology’ into design
Focus on local heritage and roots
Experimentations with new materials
CONCLUSION
The Direction
Local designers have to “think regional”
We must bring back ‘true’ meaning (experience) back into
design
“Design = language, language = codes. Design therefore
equals to codes and designers are custodians to these
codes”
Take Wittgenstein’s theory “Language Games” as an
approach
THE END Thank You
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