The Need for a Cultural Representation Tool in Cultural Product Design

Chapter
Part of the KAIST Research Series book series (KAISTRS)

Abstract

The purpose of the study was to demonstrate the need and usefulness of using a cultural representation tool in cultural product design. In this study, it is believed that culture can be conceptualized with critical cultural elements that define the core features of culture. These elements were called cultural DNAs. To demonstrate the need and the impact of having a cultural representation tool in product design, a between-subject experiment was conducted with 18 student participants majoring in Industrial Design. The participants were tasked with designing mugs that addressed the Confucius culture and were divided into two groups—one was provided with a written representation of Confucius culture (the experimental group) while the other was not (the control group). Results of participants’ design outcomes showed that participants who were given a representation tool of the Confucius culture used more types and higher numbers of cultural DNAs in their design. This study also found that the cultural elements used by the experimental group were more relevant with Confucius. Results of this study showed the need of a cultural representation tool in cultural product design.

References

  1. 1.
    Rusten, G., Bryson, J. R., & Aarflot, U. (2007). Places through products and products through places: Industrial design and spatial symbols as sources of competitiveness. Norsk Geografisk Tidsskrift-Norwegian Journal of Geography, 61(3), 133–144.CrossRefGoogle Scholar
  2. 2.
    Kotler, P., & Gertner, D. (2002). Country as brand, product and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 40–56.CrossRefGoogle Scholar
  3. 3.
    Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3), 492.CrossRefGoogle Scholar
  4. 4.
    Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive Marketing, 5(1), 7–20.CrossRefGoogle Scholar
  5. 5.
    Röse, K. (2005). Cultural issues and their representation in cultural variables for human-machine-systems. In Proceedings of the 11th International Conference on Human-Computer Interaction. Las Vegas, NV, USA.Google Scholar
  6. 6.
    Moalosi, R., Popovic, V., & Hickling-Hudson, A. (2010). Culture-orientated product design. International Journal of Technology and Design Education, 20(2), 175–190.CrossRefGoogle Scholar
  7. 7.
    Boztepe, S. (2007). Toward a framework of product development for global markets: A user-value-based approach. Design Studies, 28(5), 513–533.CrossRefGoogle Scholar
  8. 8.
    Hofstede, G. (1991). Organizations and cultures: Software of the mind. New York: McGrawHill.Google Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  1. 1.Department of Industrial DesignNational Cheng Kung UniversityTainanTaiwan
  2. 2.bOMDIC Inc.TaipeiTaiwan

Personalised recommendations