Product Semiotic Design Ideas (2)

3. The main design ideas of product semantics.

To design any product, we must first identify users and establish user models. When designing with product semiotics, it is also necessary to first establish a user semantic model, which mainly includes the user's experience in operating and using electronic products, common words, and understanding of the meaning of these words. From the daily experience, the user develops the logic of the product's operation logic. When the machine tool is powered on, its motor will run and it can be judged whether it is running through sound. However, the TV does not have a motor and there is no sound from the motor after the power is turned on. How to turn on the TV's power supply, how does it react, how to select a TV channel, how to change the color, sound, and brightness, and what operations can achieve the intended purpose. These words and actions constitute the user semantic model. This user semantics model is the main basis for the designer to make the man-machine interface of the product provide these operating conditions and accurately express its meaning.

There are five semantic expressions that should be provided in the design. These should be understood from the perspective of the user. First, the product's semantic expression should be consistent with the person's sense of shape and experience. When people see something, they often consider its function or action meaning from its shape. When you see the "tablet", you will think that you can "put" something and you can "sit", you can use it as a pad to "write" the word. What is the meaning of "circle"? Can rotate or rotate. What does "narrow seam" mean? You can put the sheet in it. What shape means "stop"? What shape does the "hard" and "soft" use to make the user feel? What does "rough" and "corner" mean to human actions?

Second, product semantics should provide direction and meaning, the mutual position of objects, and the meaning of the layout of the upper and lower levels. Any product has a front face, a back face, and a side face. The front face faces the user. Keys that require the user to operate should be arranged on the front face, but the power switch of the computer is often placed on the back of the computer, causing unnecessary troubles to the user. The design must consider the "positive" of the meter from the user's point of view. What does "negative" mean? What does it mean to "move forward" or "backward"? How to express "rotate", "left-handed", "right-handed"? What does it mean to represent the upper and lower mutual positional relationship between the components? How do you say "upright" or "horizontal"?

Third, product semantics should provide the meaning of the state. Electronic products have many states. These internal states often cannot be detected by users. The design must provide various feedback displays so that various internal states can be perceived by users. For example, what is meant by "static"? What does "power off" mean? What do you mean by "normal operation"? What do you mean by "battery exhausted"? What does "end" mean? What does it mean to "close"? What does "lock" mean?

Fourth, electronic products often have a “comparison judgment” function, and product semantics must enable users to understand their meaning. For example, what does "comparison" mean? What do you mean by "big" or "small"? What do you mean by "passing" or "nonconformity"? What do you mean by "light", "heavy", "high", "low", "wide" and "narrow"?

Fifth, product semantics must show the user operations. To ensure the correct operation of the user, it must be designed to provide two aspects of information: operating device, and operating sequence. Many designs only arrange various operating devices on the washing machine's panel. The user does not see what order should be followed. This type of panel design does not meet the needs of users and often makes the user afraid to operate. They often consider a problem: I'm in the wrong order. Will the washing machine be damaged?” Many users will have this kind of questions when they operate computers, televisions, electric irons, video recorders, VCDs, DVDs, and many other instruments. The design must provide various operating procedures.

Product semantics emphasizes that designers should focus on solving the following three issues in product design. First, the product should speak for itself. Through the product's shape and color, it should convey its functional uses, so that users can recognize immediately through the appearance of what this product is, what it can do, what specific functions it has, what to pay attention to, how to place and so on.

Second, product semantics should adapt to users. Before using this product, what preparation should be made, how to connect the power supply, how to judge whether it enters the normal working state, how to identify its operating sequence, how to ensure that each step can be performed correctly, how to determine whether the operation is in place, and how to identify whether the operation has been After being executed, these contents relating to the user's operation process should be interpreted by the designer in a visually intuitive way, adapting to the operating process in the user's language thinking and providing an operational feedback display. For example, if the handlebars turn right, the car should turn right. However, I have seen a ball pitcher used in baseball training. When the joystick is turned to the right, the pitcher is high; when the joystick is turned to the left, the pitcher is turned low. When pressing a digital telephone number, you should provide audio feedback or indicator light feedback so that the user knows if he has entered the number correctly. After turning on the power switch, the machine should use the signal light to indicate "bright". After each step of operation, the computer should feed back information to let the user know that the computer is performing this operation.

Third, the product semantics design should enable users to teach themselves and enable users to naturally grasp the methods of operation. How do you learn to use a knife and fork when you first eat in a western restaurant? You may look at how others use it and try it out yourself. You don't find it too difficult. This shows that the design of the knife and fork provides users with a simple self-learning method. Similarly, the easiest way to judge whether a product's design is successful is to see whether the user can correctly master its operation process and learn to use it without using anybody else to teach and observe. A good design allows the user to perform arbitrary operation attempts without causing any operation of the product to hang, no damage to the product, no malfunction of the product, and no harm to the user himself. Another way to judge the design is to look at its operating instructions. Why provide operating instructions? Because from the machine can not learn to operate directly. The thicker the specification, the less intuitive the design of the machine's human-machine interface is, and the user cannot rely on direct attempts to learn how to operate. The thinner the specification, indicates that the method of operation of the machine can be understood directly from the human-machine interface. The use of instructions is not required and is a sign of good design. If chopsticks are used after careful reading of the three manuals, chopsticks have long since been eliminated. The product manual is complex, indicating that the design of the product's human-machine interface is not suitable for the user's learning.

Product Semiotics believes that designers should try to understand the visual understanding process when users use the product. For example, where do users look for switches? What shape is understood as a switch? How to find the operation method? Why does the product's shape and color cause illusions? How do users try? How to observe the reaction of the product? In other words, the product should provide operation hints to the user through the shape color, and should provide feedback signals for the user's various operations, so that the user can further understand the internal operating behavior of the product, so that the product behavior becomes transparent.

Product Semiotics believes that there are two motivations for users to operate and use the product. One is a sense of balance, consistent with the feelings. If there is an operation, the product should respond. This is an instinct motivated by aesthetic sensitivity. The other is the motivation caused by the purpose of the action. It is related to the operational use process. During operation, the user needs a machine feedback signal to evaluate the operation result. If you can't hear the door closed, can you know if the door is closed? After typing the command on the keyboard, nothing happens to the computer. Do you know what happened? Computer locked up? The computer is broken? power cut?

The main reason for user error is due to errors in product design. This design does not provide the user with accurate perception, and the meaning of the shape color is inconsistent with the operation function. There are mainly two kinds of errors. The first is to get a new understanding of the operation from the mistakes of the product's behavior in the learning attempt. For example, when you turn the key to the left and cannot open the door, it will turn it to the right, but you will not put the lock and The key is broken and the product design should give the user the possibility of this attempt. The second type is an interruption in the operation and it has entered a dead end and cannot continue to operate. Product design should provide users with help so that users can jump out of the dead end. (Form, 1984; Vaekevae, 1990)
The emergence of product semiotics is a major change in the history of design thinking. It addresses the deficiencies of functionalist design concepts (shape-following functions) and proposes that industrial design should not be based on the function of machines, but should be based on human behavior. People's understanding of the product as the starting point, so that users understand the function of electronic products through the appearance, the product should be their own "speak" to tell the user what it has, how to operate. It aims at the functional rationality of technology, first put forward the "people-oriented" design concept in the West, it emphasizes the role of culture, emphasizing the user's way of thinking, the habitual behavior of the important role of product design, jumped out of the "machine-oriented The design concept of "technology-based" and "mathematicalization of users" not only influenced industrial design but also engineering design. Later, computer semiotics and so on appeared. However, it must be soberly noticed that product semiotics is to look at product design from the perspective of people's understanding of language, mainly to adapt to the appearance design of microelectronic products that appeared after the 1970s. At that time, the application of semiotic theory in the West was still in its infancy, and there was no mature cognitive psychology for man-machine interface design. At that time, the research on action psychology was still in its early stage, and many questions about human behavior were not yet available. It is clear that there has not been a psychological theory that can be applied in the design of the system. After the 1990s, the in-depth development of psychology's action theory and cognitive psychology provided a more comprehensive basis for the "people-oriented" design concept. theory. These historical conditions made product semiotics in an advantageous position in industrial design at the time. Each country has its own understanding of product semiotics. Some countries believe that the application of semiotics in design is to select colors from the perspective of national culture. Some schools in Germany have systematically developed semiotic-based design methods, providing a method for the design of innovative rules, allowing designers to shift to the “people-oriented” position in accordance with semiotic theory.



Source: Foliage Green Industrial Design Workshop

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