Transcript Planned Obsolescence: Aesthetic over Functional The Emergence

Planned Obsolescence: Aesthetic over Functional
The Emergence, Effects and Ethics
Jonathan French
BSc Product Design, School of Design, Engineering and Computing, Bournemouth University
EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006
Contents
• Introduction
• Aims and Objectives
• Emergence of Aesthetic Obsolescence
• Effects: The Disposable Society
• Case Study: The Mobile Phone
• Ethics: Sustainable Issues
• Conclusions
EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006
What is Planned Obsolescence?
• Product obsolete in defined time frame
• Technical, functional and aesthetic
• Aesthetic - concerned with visual form
• Alteration of superficial characteristics of a product to create a new model
• Previous undesirable, rendering it obsolete
• Cycle of fashion aided by marketing
• Still performs primary function
EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006
Aims and Objectives
• Highlight and further define aesthetic element to planned obsolescence
• Put into context by investigating its emergence and effects in 20th Century
• Case Study - illustrate modern exploitation of aesthetic obsolescence
• Find an ethically sound route for aesthetic obsolescence
• Right direction for sustainable products
EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006
The Emergence: Aesthetic Obsolescence
• Concept born out of The Depression, “Streamlining”, and Industrial Design
• 1930s “Streamlining” in cars
• Inspiration aerodynamic form
• Redesign of external form - make more successful
• Yearly style advances - marketing weapon
• Visual Image compared more than function
• Rejection – Citroen 2CV and VW Beetle
EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006
The Effects: The Disposable Society
• Destruction and replacement of products became pleasurable and social act
• Advertising and marketing – sparked mass-commercialism in 1950s
• New model - “as new oneself”
• Rising economic prosperity
• Consumer backlash - function over aesthetic
• More durable products
EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006
Case Study - Mobile Phones
• Highly competitive - 1 billion sales by 2009
• Re-styling - similar to “Streamlining”
• Guarantee repeat sales
• Nokia - 1920s Art Deco Style
• “Fashion range” - aesthetic over function
• Snap fit covers - customisation - extended product life
• Current - non-customisable - regain control
• Vodafone - Vending machines
• Monthly model change - latest style
• Delivery - similar to soft drinks and confectionery
• Exaggerated form of obsolescence
EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006
Ethics: Sustainable Issues
• Aesthetic Obsolescence - Critical level
• Environmental Impact
• Obsolescence = Waste
• Solution = Affordable + Attractive + Sustainable
• Materials - bio, recyclable
• Processing - energy efficient - renewable energy
• Brands + media - educate consumer
EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006
Conclusions
• Aesthetic Obsolescence – over consumption + commitment to fashion
• Highly competitive product fields
• Marketing – brands make public aware
• Trends + attitudes - must address sustainability
• Always demand for changing style
• Solution - style changes + sustainability
EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006
End of Presentation
EPSRC - NETWORK ON PRODUCT LIFE SPANS - DESIGN FOR DURABILITY - DESIGN COUNCIL APRIL 11TH 2006