我们为何而设计?《杨明洁设计发现之旅》新书发布

我们为何而设计?追逐商业利益?承担社会责任?实现用户需求?还是满足自我意淫?亦或是达成某种欲望的工具?

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一台工业革命之初的电扇,一把清代的门锁,一台20世纪60年代的 收音机……杨明洁将他十多年间的上千件收藏品陈列的他的私人博物馆中,通过时间轴的对比研 究,揭示了中国两百多年的工业设计断代史及其影响与后果。

曾经有一位法国的记者问杨明洁:“什么是中国的设计?比如说,日本的设计是极简?”在当下的中国,强调什么是中国的设计?究竟是民族 的自卑感还是自尊心在设计中的体现?杨明洁展示了历年来所囊获的包括德国红点奖,iF奖,日本G-MARK奖以及美国IDEA奖在内的的部分作品,比较 Dieter Zimmer 的设计标准与 Dieter Rams 的设计十诫,来阐述什么是优良产品的设计标准。

设计不是无聊的自我表达,而是应该创造完美用户体验。订书钉的四 种订法与洗手间的苍蝇——杨明洁从细节入手,探讨了用户研究与服务设计。

CMF创新实验室,亚文化生活形态,2015~2016年度设计趋势报告,让我们共同思考未来的设计趋势。

《杨明洁设计发现之旅》一书以“过去 - 当下 - 未来”为线索贯穿, 展示了工业设计师杨明洁的设计哲学与逻辑思考,并从历史、人文、 社会、生活等因素来讲述设计背后的有趣故事。

gives a clue which is future depends on the past only through the present, and illustrates Jamy YangMingjie, a famous Chinese industrial designer’s design philosophy and logical aesthetic thinking. It goes through factors of history, human culture, society and living life to tell interesting stories related to design. Based on time segments and comparative study on his abundant collections, such as an old fan from the beginning of industrial revolution, a lock from QING Dynasty, a radio from 1960s… Jamy has discovered a gap of industrial history in China over one hundred year, and raised a couple of questions – What contemporary Chinese design emphasizes is to show national inferiority complex or national pride? Jamy presents part of award-winning projects including Red Dot, iF, G-Mark, IDEA to illustrate standards for judging a good design. Design is not a boring way of expressing designer self but making sure to create perfect user experiences. Interesting findings like four binding ways of staple and fly-design in wash room… Jamy tries to explore details for discussion on user study and service design. Further focus on vision of design, Jamy leverages diversified elements to inspire public and think about design trend and industry future by CMF innovation lab demonstration, sub-culture lifestyle workshop and 2015~2016 design trends presentation.

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第一章 产品设计“考古学” – 中国设计断代史

……可能是职业习惯,对我而言当地大大小小的古董市场就像是一个个的博物馆。我可以 从这里所陈列的旧产品中解读到这些产品以及产品的使用者很多有意思的信息:不同 地区的人文审美、不同族群的生活方式、不同年代的制造工艺等……

……Probably out of my occupation habits, local Antique market is just like museum to me. There is plenty of interesting information delivered by products or users behind from the display in Antique markets. I can always get to culture and aesthetic in different areas, life styles for different ethnic groups and manufacturing processes in different eras……

……可以说18世纪中叶~20世纪中叶的两百多年就成为了中国工业设计发展史的一个断 层。一个国家的产品设计水准很大程度上是基于这个国家的产业基础发达程度。之所 以美国会出现全球最棒的信息产品,如苹果电脑,是因为美国的信息产业全球领先。 之所以意大利的家具和时尚产品畅销全球,是因为意大利脱胎于手工艺的产业基础……

……In a word, the past two hundred years can be regarded as the disappearing times of Chinese industrial design developing history.The level of product design in one country mainly bases on the development of national industry basis. The U.S.A. has best information technology products, such as Apple, because the information industry in the U.S.A. is leading in the world. The furnitures and fashion products from Italy sell well all over the world because Italy has the industry basis born out of handicraft art……

…….红点、iF、IDEA、G-mark从设立到在全球产生影响力,这表明设立这些奖项的国家, 其产业基础已经有实力为全球的工业设计制定标准,并进一步销售这种设计标准。也 就是说他们不但向全球销售他们的产品,还销售他们的产品设计标准。所以这是一整 个产业链的问题,而设计标准与奖项只是其中一个环节。如果整个产业链是不成熟、 不平衡的,那么其中某个环节也很难健康发展……

……The global influences of Red Dot Award, iF, IDEA and G-mark show the industry basis of the countries building up these awards have the ability to set up standards for industrial design and sell them afterwards. In other words, they are not only selling the products but also the product design standards to the whole world. It is a whole industry chain, in which design standards and awards are just part of it. If the whole industry chain is not mature and balanced itself, it is difficult to develop a certain part in a healthy way……

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第二章 迪特·齐墨与迪特·朗姆的设计标准 – 什么是优良的产品

……从观察者的层面来讲:这套名为T-BOX的家居系统实现了高品质的美学价值,尤其 是组合在一起时带给了人们一种视觉上的兴奋与愉悦。同时这种有机的视觉语言是创 新的,差异化的,没有雷同与抄袭……

……From the aspect of observer, T-BOX home system achieves high-level aesthetic value especially can bring people visual excitement and joy while the combination. Meanwhile, the organic visual language is innovative and differentiate without similarity and copy……

……特殊的三角形外观设计语义源自三角形的警示符号,这样的三角形外观向人们传达了 一种正确的产品功能信息,在公共场所寓意警示的作用。在设计的过程中,我们也尝 试过不同的造型语义,有的形同眼球,总盯着人看,有些恐怖。有的像一面镜子,能 够与人交流,但并不符合监控设备的产品语义。有的像一面镜子,能够与人交流,但 并不符合监控设备的产品语义……

……This special triangle design semantics comes from triangular warning sign, this triangle appearance conveyed a correct product function information which is moral warning role in the public places.In the design process, we have tried different semantic modeling, and some just like the eye, always staring at people which is quite terrible. Some looks like a mirror that is able to communicate with people, but it does not meet the monitoring equipment product semantics……

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第三章 筷子与刀叉 – 产品设计的国家性与民族性

……与筷子一脉相承的还有中国的马褂与旗袍,一快布往身上一披,留四个洞伸出头、双 手与双脚。而西方的服装如同刀叉一样,基于功能的需要,演变得越来越细分。中国 传统的马褂、旗袍并没有流传下来,或许旗袍还有人穿,但只是因其优雅出现在某些 特定的场合,而并未成为主流。而筷子却是流传下来了,至今在整个亚洲依然广泛使 用,为什么?因为筷子依然符合当下人们的生活方式与审美情趣,旗袍或许依然符合 当下人们的审美情趣,但已不符合当下的生活方式。而马褂两者皆不符合,所以就进 博物馆了……

……Another two Chinese designs, long gown and ‘chi-pao’, are consistent with the chopstick thinking. A piece of cloth is cut out to body shape only leaving four holes for head, hands and feet, that is the contrast with western costume which has been evolving to more segmented. Chinese traditional long gown and ‘chi-pao’ were not handed down unfortunately, maybe ‘chi-pao’ still exists in people’s life but only shows up at an elegant and non-mainstream occasion. Meanwhile chopstick exists for widely using all over Asia, I wonder. Truth to be told, chopstick conforms to people’s way of living and aesthetic taste nowadays. Women still wear chi-pao occasionally for appreciation of its elegance although it is out of current lifestyle. Oppositely long gown was eliminated and people can only check it out in museum now……

……中国人的奢侈感之一,喜欢显而易见的数量上的增加,喜欢可视化的、外在的价值感, 喜欢实实在在的材料。这是有其历史原因的,事实上这是一种停留在农业文明、手工 艺时代的审美价值观,因为中国有很长时间的农业文明时代,而之后并没有真正意义 地经历工业革命。随后便直接跨入了信息时代……

……One of Chinese sense of luxury is preference of more in quantity, more visible and exposed value, more concrete materials. There is historical reason behind, actually Chinese sense of aesthetic value still remains in agricultural civilization and handicraft times. China experienced a very long agricultural civilization but not native industrial revolution and stepped into information times directly……

……中国人喜欢的大气,其中的一层含义便是:我能够占有比别人更多的资源或更大的空 间,这会让我与众不同,这会让我很有面子,让我有更高的心理地位。体现在飞机座 位的选择上,会有一种明显的等级排序关系。依次是头等舱、商务舱、经济舱的第一 排、逃生通道的座位、靠走道的位置或是靠窗的位子,最差的是挤在中间的位置……

……The generous stuff Chinese people like, one of which means people think they can get more resources, larger space which can make them feel “face” and higher psychological position. It presents on flight seat choices, first class, business class, first row of economy class, seat at escape way, aisle seat or window seat and the worst is squeezing into middle seat……

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第四章 庙宇与教堂 – 产品的品牌识别

……商业时代,许多品牌所追求的最高境界与宗教所要实现的目标是一致的,他们需要如 教徒般忠诚的品牌追随者。对于商业时代的品牌体系而言,其中产品体系是其最核心 的一个部分,这是用户最重要的品牌接触点,必须具备产品的品牌识别性……

……In commercial era, many brands are pursing the same goal just like religions and they need loyal believers and chasers. As for brand system in such a time, product system is the core part and that’s the most important touch point for users. So it must have brand identity for products……

……二战以后的欧洲,由于物资的匮乏,一家企业只要有产品生产出来,就能销售。但很 快有越来越多的企业生产出了越来越多的产品,这个时候竞争由一个单件的产品升级 到了一个体系的产品,进而发展到了不同品牌体系的竞争,于是品牌间的差异化与个 性化显得尤为重要。而产品的品牌识别性就是这一体系中重要的组成部分,它显示这 一品牌与其他品牌之间的差异性……

……During shortage of supplies after the World War II, a company could sell any product as long as they were able to produce. Soon after, more and more companies can produce a lot of products. At that time the competition has been upgraded from one piece of product to a whole productization system, further it has become competition between different brand systems. Therefore differentiation and individuation plays very important roles, and product brand identity which can show differentiation and individuation is the key part……

……外包装上设计了可供用户携带的把手,减少了再次包装的浪费。中间的竖向凹槽增强 了结构的强度。配以半透明磨沙的表面材质,隐约透出内部酒瓶的轮廓、色彩与字体, 与外包装的字体相叠,产生了有趣的视觉效果。在酒瓶取出后,外包装有再利用的可 能性,它可以成为一个储物盒、一个果盆、甚至是一盏灯……

……The design of packaging set the handle for the users to carry more easily, Again reducing packaging waste. The middle of the vertical groove enhances the strength of the structure. With translucent frosted surface material, it can show a faint outline of the inside bottle’s color and outline, and font. Also the inside fonts stacked with outside packaging, resulting in an interesting visual effect. After removing the bottle, packaging could also be re-used and it can become a storage box, a fruit bowl, or even a lamp……

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第五章 订书钉的四种订法 – 用户研究实验室

……我发现,同样订在左上角,也会有不同的订法:有平行于页面顶端的,有垂直于页面 顶端的,也有与页面顶端成一角度斜订的,而斜订的角度有接近15度、30度、45度、 60度,或是径向一下接近135度的。接下来的问题是:究竟订成哪一种角度是最合 理的?该如何回答这个问题呢……

……I find that there are different methods even when the staples are all bound on the upper right. Some of the staples are parallel to the top, some are vertical to the top, and some are of a certain angle with the top, e.g. 15°, 30°, 45°, 60°or even 135°. So what is the most suitable angle between the staple and the top? And how shall we answer this question……

……一个真正的艺术家是否成功并不在于社会的认可,而在于内心深处的自我满足感,也 就是说艺术家首先要满足自我。而设计师的成功在于为用户创造完美体验,用设计的 方式创造一种更为合理的生活方式,而不是无聊的自我满足……

……Whether a real artist is successful does not depend on the society acceptance but his self-satisfaction from the bottom of heart. However, the success of a designer is exactly to create perfect user experiences and build up a more reasonable lifestyle by designing instead of self-satisfactory……

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第六章 洗手间里的苍蝇 – 公共与服务设计

……几年前在德国的机场洗手间,发现在小便池里停着一只苍蝇,于是不自觉地集中火力 对其扫射,但苍蝇纹丝不动。仔细一看,原来这是一只印在小便池表面的苍蝇图案。 有专业机构做过统计,由于这样一个小小的设计创新使得小便池周边的被污染率减少了80%……

……When I went to lavatory in airport in Germany years ago, I found out a fly in the urinal. I unconsiously peed on it but it stayed immobile. It turned out to be a fly pattern on the surface of urinal.From the survey of professional institution, a creative design like this is decreasing 80% of the pollution around urinal……

……在这套系统中,标准化与模块化的设计原则是一个重要的设计标准。由于国内生产制造工艺的限制,还无法在整套公共设施中去实现由一个基础构件贯穿整套设计,但在 同一类别的产品系列中,我们实现了标准化、模块化的设计原则……

……In this system, standardization and modularization is an important design standard for design principle. Since the distrctuion of manufacture art in China, using a basic conponent in the design of whole public facility is not achievable. But in the product line of same category, we realize the design principle of standardization and modularization……

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第七章 纠结的办公椅 – 设计师的社会责任

……优良的产品对于人类与社会是友善的、环保的,产品的制造、使用 、报废各环节有 利于节约能源与资源,符合可持续发展的原则;优良的产品能够传达一种正面的社会 启迪意义,传播与启蒙创新而有意义的生活理念与方式……

……It is the highest standard to judge a good product design from thinking of society – whether it’s humanoriented and eco-friendly, whether it saves energy and resources in the process of manufacturing, using and scrapping. A piece of good design is consistent with design strategy of sustainability and aiming to convey positive inspiration to society with creative and meaningful living philosophy……

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第八章 未来的趋势与前瞻的设计

……这是一种由于技术与工艺的革新导致的产品设计语言的改变。而这一改变创造了一种 新的美学标准,一种不同于手工艺时代的美学标准——极简主义。所以,极简—— 这一流行到今天的美学标准最初是源于一场技术与工艺的革新,一种工艺的标准演变 成为一种美学的标准……

……The evolution of technology and craftsmanship leads to change of product’s design language, as well as create a new kind of aesthetic standards which is called minimalism different from aesthetics during craftsmanship generation. Thus, minimalism as the popular aesthetic standard till today is exactly originated from innovation of technology and craftsmanship……

……成功的表面处理(CMF)策略制定,将带来很大的利益,从短期来讲,可以提升产品 呈现的质感,提升产品线的差异性。可以控制材料及制造成本 ,提升销售额 。成功 预测趋势,进而主导趋势。产品外观与颜色、材质、表面处理的契合度将凸显产品的 外观设计 。从长期来讲,可以提升产品的品牌识别性与市场定位,建立与保持领先 于竞争者的长远优势……

……Successful CMF strategy brings great benefits. Saying in short term, it can improve the quality of products and make differences of product line. It can control the cost of materials and production to raise sales profit. Successful trend forecast can lead trend in days. The product appearance design can be enhanced by integration of color, material and surface finishing way.In long-term, it can help to uplift brand identity and market positioning of products, as well as building up and keeping great advantage over competitors……

……在新一轮的工业革命中,人们的生活与工作愈来愈网络化、虚拟化,与此同时对 于高品质与真实质感的生活渴望也将越来越强烈,这毫无疑问将是未来生活与设 计的趋势。而在这样的趋势下,人将越来越被物化,被技术所奴役?还是物与技 术越来越人性化,满足人的真正内心渴求,进一步实现一种正面的社会启迪意义与价值……

……On the other hand, getting tired of the virtual world, people tend to pursue authenticity in off-line. In recent years, there are increasing numbers of design with focus on craftsmanship, natural or real material. This objects, filled with cultural and living memories, have become luxuries that are getting rarer and rarer to find in our life……

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本书由华东理工大学出版社出版
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