| Summary: | 碩士 === 實踐大學 === 產品與建築設計研究所 === 97 === Rationality is no longer the only factor to consider in consuming decisions, and the meme which is provided by a product is shifting from rationality to emotionality. At the meantime, the society and people’s lifestyles have changed due to the increased influence of emotional factors in the market. However, following mass production and consumption not only bring more complex problems, like the exhaustion of natural resources and the creation of pollution, but they also lead to severe imbalances between ecosystems. Therefore, many authorities and consumers around the world are paying attention to green issues. Nowadays, having a green attitude is becoming a key factor in maintaining competitive superiority in an industry. The green issue makes the industry turn back to ask for the rational meme from a product. Actually, there is a huge business waiting in the wings of the green issue. However, under rational considerations, the areas of focus on green products are decreasing production, decreasing waste, decreasing harm, and avoiding improper and excessive consumption. This is obviously in contradiction with economic profit motives in the industry. Moreover, lacking proper design arrangements to induce the consuming motivation leads to most green products bringing neither business nor profit for the industry nor a positive sustainable value to the consumer and the environment .
This research discusses the problems which are faced by rational and emotional considerations in the design process. Through an analysis of papers and cases, we discovered the rational and emotional factors of a product to be dominant and recessive, respectively. Most of the problems of emotion-driven design are due to the excessive weight of the subjectivity of a designer, which causes the whole design expression to be prone to dominance Although it can excite consumption effectively, it usually brings negative affection to the whole environment without enough rational control. The problems of rational-driven design are due to more attention being paid to the objectivity of a product, making the whole design expression prone to recessiveness. This cannot excite consuming behavior effectively; moreover, it usually can’t even show the positive influence which it should have. To be aimed at the above-mentioned problems, this research proposes a concept of "0 design," which can allow a product to look after both sides ( rational and emotional value) through design arrangement, letting a product life cycle become a complete sustainable cycle. The main content of this concept includes: 1. increasing the recessiveness of the emotional factor to decrease the negative affection of subjectivity; 2. increasing the dominance of rational factors to increase the positive influence of objectivity; 3. connecting the rational and emotional factors so that the design process can achieve the aim of a sustainable product life cycle. At the end of this study, we propose a series of product concept designs based on the thinking of "0 design," form a conclusion, and raise relative research suggestions.
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