Abstract: Our eyes look out on a complex world, but the brain unconsciously selects what interests us and makes it seems simple. These interests are strongly dominated by the long tradition of a geometric and reductive approach to the world and nature. Designers usually reduce natural complex forms to their basic geometries and change them to manipulated and adapted materials for their designs. It is believed that this common vision to nature deprives us of perceiving its complex reality, despite the fact that understanding this complexity is a key tool for renewing the normative aesthetic language and seeking freedom from conventions in the field of design. Based on this argumentation a phenomenological study was being conducted to learn from nature’s complex approach to the form issue in order to achieve possible renewal solutions. Numbers of natural phenomena were chosen and obsessively studied. Investigations showed that nature’s real approach to the theory of form is basically different from the designers’ approach. The theory of Design Naturally (TDN) is generated based on nature’s unique approach and the present paper is aimed to introduce different ideological paradigms of this theory. Our hypothesis is that it provides a new aesthetic language to challenge the aesthetic conventions established in industrial design culture.
Keywords: Aesthetics; Abstraction; Complexity; Theory of form; Natural forms; Industrial Design; Force

Abstract: The aesthetic NORMs have formed some presupposes in designers’ minds which don’t let their eyes see the reality of forms in NATURE before their abstracting mind sees. They usually reduce complex forms to their basic geometries and proportions, in order to find orders in their complexity and to harmonize them with their design paradigms. We believe that this common vision to nature, deprive us of perceiving its reality. This paper proposes a new vision to the matter of form in nature and thereby presents its unique approach to the process of generating forms by nature and some of its manifestations. These findings are presented under the title of DESIGN NATURALLY and would guide us, one step closer to the complex reality of forms in nature. It takes us far beyond the law-bound principles of geometry and traditional design aesthetics and proposes a new aesthetic language to the world of products based on the real complex world.
Keywords: Abstraction; Growth Story; Forces; Complexity; Natural Forms; Design Naturally

July 2010

Abstract: The issue of globalization has been a major concern in many countries around the world and has led to the formation and consolidation of different approaches, such as localization, views that share a focus on the design and management of culture. However, in many countries, including Iran, there is a deep gap between the two factors of culture and technology and its products. The solution to this challenge is to focus more on culture-based design and to seek a way to get rid of superficiality in this area. This paper proposes CAL futurology method to provide a suitable way to help designers pay close attention to culture. Then, by performing an experiment, it measures the effectiveness of this method in action. The results show that using this method in culture-based design is very successful and can lead the designer to cultural considerations in a structured way. It is also clear that although this method is very effective in considering different aspects of a subject matter, it cannot cover the whole design process alone and requires a combination of complementary methods.
Keywords: Culture-Based Design; Layered Analysis of Causes; Layers of Recognition; Effective Interaction

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