~ Is Design Global? ~
Design is a global practise. The products and outcomes created by designers span the globe and reach a sea of diverse people. One simple design can be accessed by can span a whole spectrum of cultures, wealth, religion, etc. With the vast array of cultural diversity in the world designers must be “aware of possible differences and cultural sensitivities when entering a new market” [Waller, Fam and Zafer Erdogan, 2005]. Design is global but as implied in the previous statement products, media or any form of design needs to undertake the research and appropriate considerations when aiming to design for the global market. This is to ensure that the product is able to be globalised through the different cultural, religious and political landscapes of countries around the world. This practise of globalisation in design has been increasing in popularity and has been a focus by some companies as early as the 1990’s according to [Bürdek, 2015] who states “during the 1990s design, too was swept up by globalization” showing that this mindset has been in place for a long time. [Bürdek, 2015] further extrapolates that “corporations and institutions opened contact offices in Europe, which functioned as probes in their respective markets”. This strengthens the argument for design being global and also the need for knowledge and research into the cultural picture of certain countries.
Figure 1 – The Lucky Iron Fish https://www.mnn.com/health/fitness-well-being/blogs/lucky-iron-fish-may-help-billions-with-anemia
One product that exemplifies global design is the Lucky Iron Fish as seen in figure 1. The lucky iron fish was designed by an American man to help combat the anaemia issue in Cambodia. The product is designed to be used in cooking to release a healthy amount of iron into the food. The research conducted into this issue provided insights into the reason for anaemia, most common was an iron deficiency. This iron deficiency witnessed in the poorer regions of Cambodia did not translate into the United States of America, as the leading cause of this iron deficiency was found to be the lack of cast iron cookware used by the Cambodians. An issue not prevalent in America due to the differing wealth. Although these two countries are vastly different culturally, politically and in wealth this product is sold in both countries most prevalently. So how come this product designed to combat anaemia and iron deficiency in poorer countries like Cambodia is sold very commonly elsewhere like the USA?
Products like the Lucky Iron fish are marketed and sold on differing purposes based on the country. [Diehl and Christiaans, 2006] state “Ethnic-cultural variation is, among other things, reflected in the different products people use, in the products with similar functionality that people use, and in the different ways people use these products”. This statement shows that the cultural landscape influences how the same or similar products can be used differently. In the case of the lucky iron fish It is used and sold in Cambodia based on the luck and prosperity it can bring to the household as the fish is a nationwide symbol of luck in Cambodia, another cultural difference. Whereas, in The USA it is sold on a more charitable basis as every lucky fish sold another gets sent to someone in need in a poorer country.
So yes, design is global as products sold worldwide can take on different meanings, functions and purpose when placed in a different cultural context.
Bibliography:
· Bürdek, B., Dale, M., Richter, S. and Hausmann, N., 2015. Design: History, Theory and Practice of Product Design. Basel: Birkhäuser, pp.71-83.
· Diehl, J.C., Christiaans, H.H.C.M., 2006, DS 36: Proceedings DESIGN 2006, the 9th International Design Conference, Dubrovnik, Croatia. Marjanovic. D, pp. 503-509
· Lucky Iron Fish. 2020. Lucky Iron Fish Iron Deficiency Anemia Solution Alternative To Pills. [online] Available at: <https://luckyironfish.com/> [Accessed 7 March 2020].
· JINDAL, R. (2020). Ethics in Design, from CULT2100 Design Cultures II. De Montfort University, CL0.01 on 24th January. Available from: Blackboard. [Accessed 07/03/20]
· Waller, D., Fam, K. and Zafer Erdogan, B. (2005), "Advertising of controversial products: a cross‐cultural study", Journal of Consumer Marketing, Vol. 22 No. 1, pp. 6-13.
Image List:
· Figure 1, (2015) The Lucky Iron Fish, [Online Image] Available from https://www.mnn.com/health/fitness-well-being/blogs/lucky-iron-fish-may-help-billions-with-anemia
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