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 complex natural forms to their basic geometries and change them to manipulated and adapted materials. It is believed that this common vision to nature deprives us of perceiving its complex reality, even though understanding this complexity is a vital tool for renewing the normative aesthetic language and seeking freedom from conventions in the field of design. Based on this argument, a phenomenological study was being conducted to learn from nature’s sophisticated approach to the form issue to achieve possible renewal solutions. Numbers of natural phenomena were chosen, and obsessively studied. Investigations showed that nature’s real attitude to the theory of form is 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. We hypothesize 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 to find orders in their complexity and harmonize them with their design paradigms. We believe that this shared vision to nature, deprive us of perceiving its reality. This paper proposes a new view of the matter of form in nature. It 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 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 strategies that share a focus on the design and management of culture. However, in some 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 as a suitable way to help designers to pay closer attention to culture, and through a series of experiments, it measures the effectiveness of this method in action. The results show that using this method in culture-based design is beneficial and can lead the designer to cultural considerations in a structured way. Having that said, it is also clear that 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