Commonality and individuation analysis of the hott

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Commonality and individuation analysis of design Abstract: the progress of science and technology has brought us into a new information age. The traditional design concept is not enough to meet today's design needs. In the era of humanized design, the innovation of design is essential, but this innovation must meet the emotional psychology of the public to adapt to more consumer groups, Therefore, whether it has commonness and individuality has become an important standard to evaluate the quality of design

key words: design; generality; Personality; Design concept; The formation and development of humanized

information society has completely changed the traditional design concept. The progress of science and technology and the sharing of technology and information have also established a relative balance between virtual and reality. People no longer simply pay attention to material abundance. The voice of humanization is getting higher and higher, which requires that the design concept must be changed to adapt to the progress of this society, So the design of the information age has entered an invisible and immaterial design. The design in the immaterial era has realized the unification of design means, methods, processes and ideas by using modern technology. The purpose is to meet the needs of most people through the sharing of design and achieve the humanization of design. The common factors in this design are derived from the public's aesthetic taste. Starting from the public's experience emotion and aesthetic needs, this design innovation needs to be generally accepted by the society [1], and this innovation is an indispensable individual element through the common factors. This design concept of mutual integration of commonness and individuality has gradually become an important guiding ideology of design in the new era

Modern design, as a major component of human creation activities, has undergone a transformation from an industrialized society to an information society. Great changes have taken place in design in terms of function, semantics, formal expression and design methods. Under the general trend of more pursuit [1] of humanization in modern design, new concepts have been involved in the way of human existence, and "people-oriented" has been emphasized in the guidance of thinking and emotional expression. In the past, almost all car companies have been joint-venture. In the design, the traditional rules are gradually being broken, the inherent symbol phenomenon is being deconstructed, and human beings strive to find a rational aesthetic emotional space in the course of spanning the century, The development of design has also gradually formed a new design demand, which requires innovative personality factors and must conform to the popular emotional psychology. Therefore, the commonness and individuality of design have become the needs of the times of today's design

2 individuality and commonness of design

from the perspective of philosophy, individuality and commonness have existed for a long time. Individuality reflects the particularity and typicality of contradictions, while commonness reflects the universality of contradictions. Everything is the product of individuality and commonness, but the different proportion of each factor reflects different differences

in the design, individuality shows the "uniqueness" and innovation of the creation in the performance, that is, an excellent design can only be suitable for a specific range, such as environment, time, people, etc. without these specific factors, the language expressed in the work is not suitable for other places; At the same time, it must be novel and innovative, otherwise it will just copy the tide and will not become a reasonable and acceptable excellent design. Undoubtedly, the personality of design is the product of the times, with the characteristics of the times and society. At the same time, it is the continuation of the designer's personal thoughts in the design performance under the influence of the external factors of underdeveloped science and technology and inconvenient transportation. These designs often have unique personality beauty, and its location is only a certain group in a certain environment at a certain time, which is relatively small

the commonness of design emphasizes the specification of technology, the universal law of design, the basic requirements of function and the aesthetic taste of the public. It provides the design game rules that designers must follow together [2], so as to achieve the adaptability of the design to the public and make the designed objects universal to meet more people. Common design is the inevitable product of advanced science and technology. The arrival of the information age enables our technology, information and products to be shared rapidly in the world. The people to which any product should adapt have changed from the original regional "personality group" to the global "common group". The design process is also completed by adopting the same technology, method, design means, etc. in order to realize the humanization requirements of the public, the design provides a broad platform from the core to the outer layer, goes beyond the limited understanding of the relationship between people and things in the past, and develops towards the unity of practice, space, physical senses, and psychology, thus forming the universality of design [3]. This universality is not only the universality of the result, but also the universality of the design idea, design method and design process, because the production of the result is dominated by these premise factors after all

3 principles and ideas of design in the information age

in the information age of design, the influence of commonness and individuality of design is becoming greater and greater, and commonness and individuality are connected and interactive, and neither of them is indispensable. However, the pursuit of commonness in design does not completely abandon the individuality of design, and vice versa. A good product is the result of commonness and individuality. Lack of individuality means lack of innovation and innovation; Lack of commonness means that the design does not meet the psychological needs of the public and is not accepted by the public. So what the design needs is: first of all, since it is a design, there must be something different from the previous products, that is, there must be innovation in the design. This innovation is the personality factor of the design, otherwise the design will not be called design. Secondly, the design should have the characteristics that it is suitable for the public and conforms to the laws of the times. The design should meet the needs of the society and the emotional psychology of the public. Therefore, it cannot exist independently with the society and the market. Third, in the era of humanization, the humanization demand of design is the key to test whether a design is excellent or not. Design is designed for people, and serving people's life needs is the ultimate goal of design [4]

3.1 personalized design requirements

personalization has been an important requirement of design for a long time, and personalization has existed as a design concept since the birth of design. Design is an innovative creative activity. Only when this innovation is different from the previous products, can it be a good and successful design. This difference in design is where the innovation of design lies, which is the personality factor of design. Otherwise, design will not be called design. In the traditional design, due to the constraints of region, thinking, lifestyle and other factors, personalized design has become a mainstream design of local cultural design. With the progress of science and technology, the formation of new design concepts, especially the emergence of computers in the 1980s, has brought us unprecedented development speed and changes, but this speed has brought about the overlapping phenomenon in the design. The personalized factors of the design are becoming weaker and weaker, resulting in the rare occurrence of good design. Therefore, the design work must be able to mark its territory in this new environment with high demand. The design must not only keep up with the development of aesthetics, but also catch up with the progress of science and technology. With the constant change of people's new aesthetic taste, designers have to adapt to unfamiliar new fields. The new challenges brought by the development of science and technology not only strengthen the importance of design, but also improve the potential ability of design. When the design becomes stylized, its design creativity must be personalized. Personalization is the designer's original view on the differences of design personality. This view requires the designer to constantly surpass himself, so as to obtain arbitrary design expression. In addition, designers should also look for individuality in the evolution, advocate their own design style, display their extraordinary energy and creative spirit, and make the design more vitality on the road of individuality expression

3.2 common elements are indispensable

in modern design, the psychological characteristics and emotional needs of different ethnic groups are often treated differently through needs, and then re combined to seek common elements among ethnic groups, and strive to take all common elements into account in the design. The design description should be as broad as possible to achieve the purpose of conveying diverse cultural information [5]. Therefore, successful design is not only innovative and designer's personality thought, but also contemporary and social. It develops with the development of the times. The new era pursues the emotional psychology of the public, and the designed products are oriented to the public, which requires that the purpose of design must be to seek the common audience psychology of the public as the starting point; At the same time, the progress of science and technology has brought about the sharing of information and technology. In the design, the design mode and design method also basically follow a unified theoretical model. Therefore, the common factors of the designed products are invisible inside. This kind of commonness is a kind of similar or identical factors reflected in the group, and it is an undifferentiated abstract existence. In the era of humanized design, this common design will be more and more recognized and valued


with the progress of science and technology, humanized design and green design ideas carry the important task of consoling human spirit and soul. Design not only meets people's physiological needs, but also the consideration of emotional psychology in non-material design has become the mainstream of design. The quality of design not only affects contemporary human standards, but also takes into account the sustainability of design. In this regard, the common and individual factors of design, as the main requirements of design, will guide the design to move forward towards a more humanized road. They will become a new idea and concept of design to solve the long-standing shortcomings and shortcomings of design by making long fiber reinforced materials compatible with any thermoplastic and mixed fiber solution


[1] Donner's Norman design psychology [m] CITIC press, 2003, 10

[2] chenhanqing product design [m] Huazhong Science and Technology Press, 2002, 9

[3] pangzhicheng Chen Shijia industrial modeling design [m] Harbin Institute of Technology Press, 1998, 5

[4] wuyizhi's design needs in China's social development [j] Design 2003, 9

[5] introduction to liujikun's design art [m]. Tsinghua University Press 2004, 6

abstract: advances in technology takes us into a new informational era, the traditional design concepts have been inspired to meet the needs of today's design, in the human design era, design innovations are necessary, but this must be innovative to meet the public’s emotional psychological to accommodate more consumer groups, So whether having individuality and commonness has become a important design criteria of a good design.

Key words: Design ; Commonness ; Individuality ; Design concept ; Humanity(end)

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