UNCONSCIOUS INTERACTION BETWEEN HUMAN COGNITION AND BEHAVIOUR IN EVERYDAY PRODUCT: A STUDY OF PRODUCT FORM ENTITIES THROUGH FREEHAND SKETCHING USING DESIGN SYNTACTIC ANALYSIS

DS82: Proceedings of the 17th International Conference on Engineering and Product Design Education (E&PDE15), Great Expectations: Design Teaching, Research & Enterprise, Loughborough, UK, 03-04.09.2015

Year: 2015
Editor: Guy Bingham, Darren Southee, John McCardle, Ahmed Kovacevic, Erik Bohemia, Brian Parkinson
Author: Jameel Mohamed Kamil, Shahriman
Series: E&PDE
Institution: 1Formgiving Design Research Group, Universiti Teknologi MARA (UiTM), Malaysia, 2Department of Product Design, Universiti Sains Malaysia (USM), Malaysia
Section: Design Teaching Methods
Page(s): 369-374
ISBN: 978-1-904670-62-9

Abstract

The development, advancement and critical study of design thinking challenges designers to explore
every possible factor in high value innovative design concepts. Designers must expand their thinking
parameters and seek values in design activities by analyzing all related factors in human behaviour.
Moreover, the need for more communicable and stringent design development strategies of the
product’s conceptual ideation is increasing. Based on prior studies of human behaviour factors, the
theory of unconscious interaction and cognition in human behaviour has shown its value as a guide for
designers to create an innovative product design concept during sketching activities. In this paper,
selected conceptual sketches generated from an understanding of the theory of unconscious interaction
and cognition in human behaviour will be analyzed. This study aims is to analyze form elements and
entities implemented by designers using design syntactic analysis as the main methodology. The
ultimate goal is to identify which elements visualized (1) the superior gestalt consisting of form
entities and form elements of the highest hierarchical (global) level of the product form; (2) the
characteristic shapes which indicates the purpose and function of form aesthetics and (3) a signifying
curve as a form ingredient which indicates the functional component of product form. The final
section will discuss the result and the significance derived from the outcomes of the study. This
includes the functional identifications and analysis of form aesthetics, the consistencies and
uncertainty elements, and product concept reasoning.

Keywords: Design syntactic analysis, interaction in design, methodology, product design, unconscious human behaviour

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