The Application of Euphemism on Design Method

• Main Authors: REN, MAO-JUN, 任懋珺
• Other Authors: HUANG, TING-YI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/6gvmfe

碩士 === 實踐大學 === 工業產品設計學系碩士班 === 105 === "Euphemism" is the rhetoric often used in daily communication. In order to avoid impacting the mood of the listeners, the speakers express their real intentions in a pleasant way to reduce the friction between each other, which is important in communication. Through the function of beautification, dilution ... and so on, euphemism can create the emotional construction, so that the listeners would accept the speakers' advices and persuasions more likely. Ettore Sottsass (1981) thought that design is created in the conditions of linguistics. Linguistics and design are closely related, and semantics from the research on the symbol and construction between linguistics and design has already been well known. When it comes to product design, product is just like speaker, the user is like listener, and the design language is what the designer wants to spread through objects. However, the story behind the product can’t be understood clearly only by visceral level focused on appearance and behavioral level focused on function, instead by reflective level. Therefore, how to express thought behind the product in a pleasant way, and how to make it be understood fully and accepted will be an important part of product communication. This study attempts to deconstruct the term "euphemism" from the perspective of linguistics, transforming its structure into the design language, and sort out a design method under the recognition about euphemistic. It is expected to provide designers a design method which has the function for persuading and suggesting on the design with reflective level. By enhancing the discoverability of product, it makes user behave correctly as designer expected. Through metonymy or metaphor, and their occurrence in different time, it can strengthen the user's imagination, and emotional construction. And then, design practice will be implemented under the design method.