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