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modified: December '99
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Products, specifically from the point of
view of designers, can be considered as texts in a hitherto rather unknown
product language. In analogy to these 'texts' we might consider the details
of products, or the equivalent functional area's, as 'words' and their
topological organization as a syntax in this three-dimensional language.
It is on the level of these three-dimensional signs that I suggest the
semiological analysis of products. These signs have, as all signs, a signifier
or expressive aspect and a meaning or significating side. We will consider
here the first aspect, the form of products, their signifying components,
in a special morphology that reveals eventually, as we will see, a pragmatically
insight in the nature of the seductive power of design.
Merrell, in his analysis of semiosis as a process of progressive acquisition
of meaning of signs, has made a significant step in the direction of the
definition of three-dimensional signs:
Sign complexes are also the subject of René Thom's theory on structural stability and morfogenesis, a general mathematical theory of the description, classification and development of forms in nature. And nature, as a reference, is since D'Arcy Thompson always in our gnonoseologic perspective. Thom considers morfogenesis in its local dynamic situation as the more or less probable behavior of sets of points. This behavior can be classified in a limited number of topological models, each type characterized by one or more different 'attractors', or probable stable configurations. An object is thus a closed sub-set or complex of points in space-time. As an example we can take any detail of a product such as a lid, a hinge,
a knob, a handle, a ventilation opening, a display, etc. The relative area's
are sets of points with a common functional goal but with infinite feasible
formal variations. It is this freedom that makes design altogether possible.
The three-dimensional surface is created by sets of points organized along
'lines' that reveal preferences. These can be, for example, a predilection
of symmetrical motives or geometric solids, patterns of growth in nature
or any others. A classification of these patterns is possible by analyzing
the principles of their topological formation. Actually a whole new section
of topology is under construction as 'chaos theory' in which giant (perhaps
sometimes overvalued) steps has been made, in the wake of Bénoit
Mandelson, in the revelation of mechanisms, fractals, that underlie dynamic
systems such as the living organism or the turbulence of gases or liquids.
Essentially it proves that any process, even seemingly random ones, can
be described by mathematical algorithms, that in reiterated application
are capable to generate complexity as two-dimensional combinations
of intrinsically simple, one-dimensional, classifiers, or selective 'if...then'
strings. (5)
Moreover these lines and the membranes that they describe, being signs
or combinations of signs, do have meanings. But these meanings are completely
different from the more evident meanings concerning products as protheses
and area's of products as expression of functions. They belong, as I see
it, rather to forgotten archaic languages, as Ur-omens, in use by man since
primordial times, long before invention of written language. as we can
see from archeological reperts and as remnants of so-called primitive languages.
This suggests a the existence of a common source of divine representations,
artifacts and even written language. It is in these remote origins
that lies, in my opinion, the secret of our esthetic feeling, maybe scattered
in incongruous bits, broken vessels,
but still powerful in its subconscious presence; perhaps even because of
this.
Perhaps we can say of design what Baudelaire said of temples:
That observe him with familiar looks. |
1. Floyd Merrell, Signs Grow.
Semiosis and Life Processes University of Toronto
Press, Toronto, 1996, p.138 (back)
2. Walter Benjamin, Erkenntniskritische Vorrede, Gesammelte Schriften I-1, p.208, (1925), Suhrkamp, Frankfurt a.M., 1991 (back) 3. René Thom, Stabilité Structurelle et Morphogénèse, (1972), IIme ed., InterEditions, Paris, 1977 (back) 4. Wentworth D'Arcy Thompson, On Growth and Form (1917), An Abridged Edition, Cambridge UP, 1961, back 5. M. Mitchell Waldrop, Complexity. The emerging science at the edge of order and chaos (1992), Pinguin Books, 1994, p.183 ff. (back) 6. Johann Jakob Bachofen, Das Mutterrecht, (1861), (back) 7. Marija Gimbutas, The
Language of the Goddess, (1989),
8. Significant investigations on the possibility of visual language have been made; as for example (in the wider contest of cultural semiotics) by Göran Sonesson whose site furnishes also a generous list of links to other sites: http://www.arthist.lu.se/kultsem/semiotics/kult_sem_eng.html 9. A different approach, mainly dedicated to the 'iconic' language of publicity is suggested by Claude Cossette. You can find excerpts from it (in French) on the following site: http://dionysos.ulaval.ca/ikon/finaux/1-texque/imadem/IMADEM.HTML
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