Approach
Design Analysis
Design – Sensual and tangible identity modelling
Our dual approach, Psychological Morphology plus Design Analysis is a proven, efficient instrument to provide solid and sophisticated answers to the issues of product design, consumer and brand.
Product design in its basic sense touches our lives. It is strongly influential because it is tangibly present and you can physically feel it – because it has a direct impact and you can personally judge it.
Design provides a material form that allows people to model their life – their lifestyles and attitudes become alive in gaining tangible expression for themselves and in communicating with others. With design, the products of daily life can be essential companions providing unifying meaning, identity and a self-image. Design provides sense, orientation and belonging in a volatile and more complex reality.
Design expanding into a universal approact
Design has continued to grow into an essential part of the way people live and think about and model their lives. Just like brands, consumers consciously make design choices and communicate with and about design.
Consumers respond to the brands’ design moves, online like in blogs and social networks or the engage directly, in communities, co-creation workshops or with own design ideas. Design strategy, design thinking are further movements implementing the design issue into company procedures.
Design has continued to grow into an essential part of the way people live and think about and model their lives. Just like brands, consumers consciously make design choices and communicate with and about design.
Consumers respond to the brands’ design moves, online like in blogs and social networks or the engage directly, in communities, co-creation workshops or with own design ideas. Design strategy, design thinking are further movements implementing the design issue into company procedures.
Why is something “cool” and a metaphor for today’s needs? What makes usage ergonomics and looks quintessential for today? How does it incorporate a specific attitude towards life?
Characteristics of Design
Each design comes to life through the product’s actual concrete usage experience. A person gets into the dynamic field of the product logic. In the moment you enter the sphere of a product, a relationship starts: you experience the product’s logic using it and you sense it physically, the user and the product become an inseparable usage unit and via this unfolds its impact and meaning and role in life. With cars, in a small interior you pull yourself in, in a SUV interior you puff yourself out and feel enthroned. Product logic functions automatically and subconsciously.
This dynamic interaction modelling acting and perceiving to the specific product experience is sustained in meaning by the in-depth dimension of socio-cultural values and imageries. To stay with SUVs, collective and historic imageries, individual values such as strength and fascination; primal fascination with autos that transfers great strength to the user. All this comes to life automatically and functions independently whether or not they are consciously are aware of it or can verbalise it.
Public Perception strengths with design projects
To professionally evaluate the interaction between consumer and markets is one of our core competencies. Our main current work in this context is focused on tangible products and their design.
We are specialized in understanding the grammar and logic of forms and tangible materials. We can tangibly and precisely point out what effects and impacts design causes, which effects are strategically decisive and where exactly in the product core issues are present.
Working with Psychological Morphology clarifies the motive and usage dynamics and tensions within the personal, the category and the cultural context. This brings clarity to the dynamics between the tangible dimensions and impacts of product design, branding and the in-depth consumer and cultural drivers.