Product personality is determined by how a product looks, the things it brings to mind and how it is perceived. And materials selection has a huge influence on all three of these variables—aesthetics, associations and perceptions. That's because materials—even before they are shaped into something recognizable—have a character of their own. While this intrinsic personality can be masked or disguised, when suitably manipulated, it conveys its qualities to the design. For example, wood's embedded personality evokes craftsmanship—a quality that is hidden when wood is used in packing cases where it connotes low-cost utility, but is brought out when the material is used for fine furniture. Gold, meanwhile, carries associations of wealth—a trait that's in hiding when gold is used for microcircuits where it suggests functionality but comes to the fore when the material is used in jewelry.

Because materials can impart their personality onto products when used appropriately, certain materials have become staples for certain design styles—or types of design with common sets of aesthetics, associations and perceptions. For example, the Early Industrial style (1800-1890) heavily utilized cast iron and steel, often intricately ornamented to achieve a historical look. In contrast, the Arts and Crafts movement (1860-1910) favored natural materials and fabrics to impart the quality of traditional handcrafts. Art Nouveau (1890-1918), meanwhile, evoked fluid lines and an organic feel by taking advantage of the flowing shapes formed by wrought iron and cast bronze, the warmth and textures of hardwood and the transparency of glass.

Indeed, materials affect more than the aesthetics of a product. When appropriately used by a designer, they can shape the perception (e.g. youthful or mature; feminine or masculine) and the associations (e.g. flowery, homey, of military origin, etc.) of a product because of their innate qualities. For example, wood offers a tactile experience, featuring a grain that possesses a distinctive surface texture, pattern, color and feel. It's considered warmer than many other materials and seemingly gentler, giving some products a friendlier look and feel. In sharp contrast, metals appear cold, sterile and precise. Machined metal seems durable and robust. Designers can use metal in products to suggest a high level of engineering and indicate technological superiority. Meanwhile, polymers are much warmer than metal, more disposable and can be used to give a product a bright, cheerful and even humorous personality.

Materials also play a role in product function. They are selected to satisfy the technical requirements of a design or in some cases, are chosen to enable a design with greater functionality. For example, advanced materials—an elite class that includes metals, ceramics, gels, polymers and composites (hybrids of the aforementioned materials)—enhance component performance and subsequently, entire systems such as cars and spacecraft. Advanced materials can enable more compact designs, improved fuel efficiency, greater durability, etc. This is because they possess properties—including superb toughness and high-temperature strength—that allow them to outperform traditional metals such as steel and aluminum.

In short, materials are essential in creating product personality, affecting both form and function. Through their careful selection, designers can impart certain aesthetics, associations and perceptions as well as enhance product performance.

Source:

The Art of Materials Selection
Mike Ashby and Kara Johnson
Materials Today, December 2003
www.materialstoday.com

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