DR.

Achmad Syarief, MSD

Product Semantics
Memahami Proses Pemaknaan
Obyek Desain

Designed by Phillip Starck

 What
is
Design?
'making things better for people‘ (Richard Seymour, 2002)
area of human experience, skill and knowledge which is concerned with
man’s ability to mould his environment to suit his material and spiritual
needs (Bruce Archer, 1973)
to initiate change in man-made things (Christopher Jones, 1970)
a rational, logical, sequential process intended to solve problems

the transformation of existing conditions into preferred ones (Herbert

Simon – The Science of Artificial, 1969)
activities to make sense of things (Krippendorff, 1989)
the art of making plans or drawings for something (Webster Online
English Dictionary 2008)
Design is to Design a Design to produce a Design (John Heskett,
2004)
 Physical
(Artifact/Objects/Media),
Environment

Quality of
Man Life

Messages/Meanings,
Behavior, Systems, etc
Desain adalah manifestasi
respon manusia terhadap
lingkungannya

Budaya mempengaruhi
bagaimana respon itu
dihasilkan(:: perbedaan)
 PRODUCT
SEMANTICS?
The Capacity of A Product or Communication to Afford
Meaning through its Form and Use (BURNETTE, 1994)

An Area of Inquiry or Discipline concerned with the Meaning

of Objects, Their Symbolic Qualities and Their Psychological,
Social, and Cultural Context (FRIEDLANDER, 1985)

A Study of the Symbolic Qualities of Man-Made Forms in the

Cognitive and Social Context of Their Use and the
Application of the Knowledge Gained to Objects of Industrial
Design (KRIPPENDORFF, 1989)

The Study of Meanings in Manufactured Objects (GIARD,

1990)
 Product Semantics
deals with meanings
of designed Object
 Designer = Communicator
Message of object
Role of Product To design ‘proper’ user-
Designer object communication

Mechanical Emotional
Function Aesthetic
Operational Culture
Dimension Identity
Bentuk dan ukuran
fisikal menyampaikan Physical quality does
pesan mekanikal Matter

Tampilan & identitas

Aesthetic quality does
estetik menyampai-
kan pesan emosional Matter
Physical quality does matter
Aesthetic quality does matter
Deciphering ‘meanings’
of objects
 Fungsi ON?
Fungsi OFF/STOP?

Fungsi ON = Hijau
Fungsi OFF = Merah

Association
Familiarity
[Perceptual Fluency]
Mickey!
Recognition
Essence
Recognition
Essence
 Exploring
Character or image of
a designed Object
Cute and Fun
Object
Modern and Simple
Object
Object
User
Activity
Communicating through
Product Semantics
Penggunaan elemen berbeda untuk
menunjukkan/ mengindikasikan perbedaan
perlakuan

Ekspresi elemen obyek sebagai indikasi

operasional instrumen fungsi

Ekspresi elemen obyek sebagai indikasi

relasi atau keterkaitan struktur dengan
lingkungan dimana ia ditempatkan

Ekspresi elemen obyek sebagai indikasi

relasi bagian obyek dan hirarki fungsional
yang dimilikinya

Ekspresi elemen obyek sebagai indikasi

dinamik/petunjuk bagaimana ia
digerakkan (operational gesture)
To External Objects
To Cultural Precedents
To Surrounding
Environment
Between Parts
To Action of
Its Use
 3 Levels of
Processing Design

Adapted from Emotional Design

(Donald A Norman, 2004)
Visceral
Behavioral
Reflective
 The Attributes of
Product’s Aesthetics

The communication of
object’s values
 Aesthetic Impression Sensasi yang didapatkan saat mempersepsi kualitas
attractiveness sebuah produk - visceral level in
design :: attraktif, elegan, cantik
• Objective - Subjective Attractiveness
• Balance

Semantic Interpretation Sensasi yang didapatkan saat mempersepsi

kualitas penggunaan dan pemaknaan operasional
sebuah produk - behavioral level in design ::
functionality, useful, purpose

Symbolic Association Sensasi yang didapatkan saat mempersepsi

kualitas simbolik sebuah produk - reflective level in
design :: values, meanings, identity
Aesthetic Impressions
Semantic Interpretation
Symbolic Association
Semantic transformation
of object

recognition and identity of

designed product
Logo / Symbol
Physical Characteristics
Meanings, Emotional Values