Design In Practice | Peter Norris

The lecture began with a recap of last weeks topic Market Data. Peter showed us a complex diagram of how all aspects of business and marketing link with each other; including design and research. He then moved on to talk about communication. For marketing to be successful, it needs to be easily understand, therefore use good communication. It is also important for the customers to know about whats on the market.

Peter used the “Shannon-Weaver model of communication” as an example. This model is designed to develop effective communication between the sender and receiver. This example was also good because it makes you aware of how communication can be disturbed or affected. The model was developed to improve a broad field of communication and deals with concepts such as information source, noise/interference, channel, transmitter receiver, destination, encode and decode.

We analysed the graph model to see how each aspect worked with one another. Due to their names it is fairly obvious what they do, but the ones I were unsure about were the transmitter and channel. The transmitter encodes the message into the signals, whereas the channel is where the signals are adapted for the transmission.

Before coming to the end of the first part in the lecture, Peter showed us a variety of examples of effective communication uses in everyday life. I enjoyed this mostly as it was more related to Graphic Design. The images also used innovative and humorous design which made them playful and entertaining to view.

We then spent the next half of the lecture by focusing onto the thought process and logic when buying a product. Peter showed us a graph of different ideas that could influence your decision making, such as: memory, emotion, risk, religious views, aesthetics and range of choice. When buying a product, you want to know that you are getting your money’ worth, therefore it is interesting to know what thought process you go through and logic when deciding.

We then moved onto an exploration of social culture and the “realm of understanding”. This included ethics, morals and principles and what may affect an individuals conduct, such as: Family, peer groups, tradition, entertainment, language, race, political, geographical, religious, and educational. Peter provided us with definitions using them as examples in this topic.

Relativism- No universal standard, case by case basis. “When in Rome” attitude

Utilitarianism- Judgement based on consequences of decision, “greater good”.

Universalism- Duty based, do onto others as you would like to be done.

Peter told us the the Moral Compass is religious based- the 10 commandments. However it is arguably no longer as strong as it used to be.

To end the lecture, Peter informed us that next week we will be given our assignment. The assignment is to write a market report aimed at management. Luckily it can be short, like an abstract (750 words). Next week we will be given the structure, bu he advised us that it is important to analyse data and define your market. I didn’t find this lecture very interesting, except from the examples he showed us of everyday effective design. I look forward to some instructions for next week’s assignment.