Content deduction of the hottest form design cultu

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Content deduction of formal design culture

Abstract: from culture to formal culture of design, and then from design culture to formal culture of enterprise, the deduction of this content helps us to clearly understand and grasp the industrial design content of products. In fact, even the definition of culture has a problem of timeliness. The definition of different periods is aimed at solving the target problem at that time, and the content is naturally different. Both society, science and technology, and formal culture are constantly developing. Therefore, the content deduction of the formal culture of enterprise needs in the new era must be obtained from the current needs. This is the only way to solve the problem

first, the content deduction from culture to design culture

1. The relative lag of the current corporate culture theory in the new era

up to now, there are only two contents related to formal design in corporate culture theory: environment and logo. There is absolutely no relevant content of product form design. This problem can be clearly seen from the content description of the three levels of corporate culture in enterprise management theory:

1) spiritual culture: including enterprise core values, enterprise spirit, enterprise philosophy, enterprise philosophy, enterprise ethics, etc

2) system culture: various rules and regulations of the enterprise and the concepts followed by these rules and regulations, including human resources concept, marketing concept, production concept, etc

3) material and cultural layer: including factory appearance, enterprise logo, factory song and cultural communication network

the spiritual layer of the enterprise provides the ideological basis for the material layer and the institutional layer of the enterprise, and is the core of the enterprise culture. The institutional layer restricts and standardizes the construction of the spiritual layer and the material layer; The material layer of the enterprise provides the material basis for the system layer and the spiritual layer, and is the external expression and carrier of the enterprise culture. The three interact to form the whole content of corporate culture

why is there such a problem? It has its historical and theoretical roots

first of all, this situation is in line with the marketing led enterprise management. In the marketing leading period, the office environment related to factory appearance and visual communication related to facade image once became the core content of enterprise design culture. To a large extent, these contents solve the image problem of "how to sell" rather than "what to sell". In fact, consumers do not really have complete choice space. In this case, the form and content of corporate culture naturally prefer to the environment and logo issues related to marketing publicity. Rather than the formal design of the product. The inertial thinking inherited from the marketing era is one of the root causes of the problem

secondly, we can find the theoretical root of the problem from the definition of culture. Comparing the content of corporate culture and the content of culture listed above, we can see the direct impact of the philosophical definition of culture on corporate culture

In the 1979 edition of Cihai, culture is defined in this way:

in a broad sense, it refers to the sum of material wealth and spiritual wealth created in the historical practice of human society. In a narrow sense, it refers to the ideology of the society, as well as the corresponding systems and organizations

it is correct to define culture from the height of Philosophy in a broad sense. No matter how the society develops, there are always two aspects: material and spiritual. However, the narrow definition has timeliness, and the definition of content depends on the social needs at that time and the research perspective of the definer

it is said that there are more than 200 definitions of culture in the world. However, the more authoritative and systematically summarized definitions come from the book "culture: evaluation of a concept definition" by famous American cultural experts Kroeber and Clark Hong quoted in the British encyclopedia. This book collects 166 definitions of culture (162 are in English). These definitions are respectively by the world's famous anthropologists, sociologists, psychoanalysts, philosophers, chemists, biologists Economists, geographers and political scientists are defined according to the characteristics and needs of their respective fields

as a more narrow (specific) application culture, the theoretical content of corporate culture can never be understood, analyzed and applied to the above theories

the narrow definition from Cihai, for example, determines the constituent content of corporate culture

we know that philosophy is the sum of general laws higher than all applied disciplines. Abstraction is its basic feature. However, the problems of applied disciplines are always concrete and subtle. Even for overall problems, specific pertinence is always their basic characteristic. Compared with philosophy, the development and changes of applied disciplines often keep pace with the times. New times and conditions will always lead to new problems

as one of the most important means of business competition under the new economy, product form design is excluded from the content of corporate culture, which is obviously unreasonable

In view of this, we must re-examine the specific content of culture from the perspective of formal design. (Figure)

figure the specific content of culture in formal design

2. Reinterpret the content of culture from the perspective of formal design

what is culture

Wen Tongwen. Culture is to pattern the things mentioned above. Text is one of them, but it is not the only one, nor the most important. The most direct, abundant and universal record of human development is the image in creation. Chinese porcelain can be used by Europeans who don't know Chinese. Illiterate people won't use it to serve rice when they get the vase. Archaeology can read a lot of historical and cultural information from the utensils or a small pattern. "Literature carries Tao" should be a perfect interpretation

? Transformation means transformation and change. The Chinese call nature "nature", which indicates the generation and change of nature. Stress on external teachers and nature, and get the source of the heart in the heart

the pattern itself has a problem of how to use it. According to the time and environment, the use of it is wonderful, with one mind. When we talk about cultural accumulation, it comes from the wonderful use of existing forms. The form after refinement is not only the inheritance of the former form, but also an update. The so-called fashion is nothing more than the addition and subtraction of historical tattooing

in formal design, transformation should be a way of thinking in which symbols are grouped or used, and a means of formal expression

in this way, culture should be composed of three levels of content

"intention to make the image" summarizes two contents, one is meaning, which is connotation; One image is an external form

"Tao generates one, two, two, three, all things" is about transformation, which is the replacement and deformation of literature. The enrichment and development, continuation and renewal of culture depend on this

meaning, image and transformation constitute the whole content of the whole cultural theory. Only from this perspective can we reasonably study the theoretical content of product form design culture in enterprises

when we talk about regional culture and national culture, it is actually a matter of preference. When we talk about Italian design, Nordic style and pop taste, it is also a matter of preference

this preference or habit should also have three levels. The habitual choice of some cultural symbols, the habitual understanding of these symbols and the habitual use of these symbols

for enterprises, studying the aesthetic preferences and perceptual habits of the target consumer groups, so as to develop and design the cultural forms they like to see and hear, trigger the resonance of their habit perception, and finally meet and attract consumption, guide and cultivate customer groups, is the inevitable way of the people-oriented perceptual dominant Era

following this approach, there are at least two problems. First, how to understand and define "group" from the perspective of form design culture; The second is to define the content of the study

the problem of "group" begins with the communicable nature of culture. The significance of cultural existence lies in communication. The foundation of communication lies in recognizable symbols and readable symbol organization, which requires a general language system. However, it is an indisputable fact that the system of formal language has lagged behind that of written language

The reason why the writing language system develops faster and more perfect than the shaping language system is the historical problem of social status. Shape lies in things, which can be perceived by everyone. In ancient times, it was thought to be a strange and sexy skill, which came from shape and was the result of craftsman's behavior. And the character thinking is the unique of literati and the symbol of status. All things are inferior, only reading is high. To conquer or influence thousands of people, we need ideas and realm. Philosophy is the word world of abstract language. Therefore, from linguistics to researchers such as literature, philosophy and history, it is naturally early to form a system

some people say that the 21st century is an era of declining ideas, an era of lack of philosophical and literary masters, and an era of frivolity and superficiality. That is because the overall stability of society and economic prosperity make the satisfaction of spiritual perception more diverse and delicate. The 21st century is actually an era dominated by sensibility. For mass consumption targeted by industrialization, words are abstract and thoughts are profound, which are far less tangible and direct than morphological perception. Personal pursuit and expression of personality can be explained by hair style, clothing and accessories. Often a unique, valuable, enough to explain the owner's many information: age, gender, economic conditions, social status, personality characteristics, lifestyle, aesthetic preferences and so on

however, for enterprises based on industrial production, it is of no practical significance to study everyone's preferences alone. "Tailored" is more based on "group"

"people in groups" tells this truth. In the final analysis, it is determined by the social characteristics of cultural communication, which corresponds to people's social attributes. The growth of individuals depends on the training and education acquired. Different forms and colors can express different meanings, and we can understand them without written communication

education, in essence, is a problem of preference education, but also a problem of habit education. Americans cannot teach the Chinese. The so-called yellow skin and white heart is the assimilation of a preference and a habit. Region, nationality, economic status, cultural level and personality orientation are used for grouping. As the morphological symbol of cultural skin and its application, it always constitutes the environmental energy consumption of every kind of people in a "cluster" way, reducing 40000 tons of standard coal per year. It is difficult for a person who has lived in luxury since childhood, went in and out of Western restaurants, cafes and jewelry stores, to have the same taste preferences as a person who has a simple meal and travels between the fields, ancient town teahouses and market stalls. All kinds of tattoos in the experience determine their respective aesthetic perception. These tattoos always appear in the form of a group, and express a specific group culture in the inertial way of an image group: or lifestyle, or values, or thinking set

it should be emphasized that whether it is the education, experience, environment and habits that determine preferences, readability will not happen overnight. All elements of culture are born with a historical continuity because of their readable or communicable characteristics, which is what we often call context. Therefore, various cultures present a kind of inheritance

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