The design movement in America is full of pragmatism and commerce. After the post-war European design concept was combined with the American market, an internationalist design movement was formed. Fierce competition is the origin of American modern design, and the most outstanding contribution of the United States is the development and specialization of industrial design. The founders of American industrial design are Teague, Lowe and Dreyfus. Raymond. Lowe, a Frenchman, was an important early American design master and one of the founders of industrial design. The turning point of his design was to redesign the copier for customers at 1929. It is the main person who makes industrial design a respected profession. The cold spot refrigerator designed for Sears Department Store laid the basic shape of modern refrigerator. Streamlined style was introduced in 1930s, from which an important design movement-streamlined movement was launched. His design has a strong human touch, and he is an intuitive design master without much theoretical exploration. He became an iconic figure in the development of American industrial design. Representative works include Coca-Cola glass bottles, Greyhound cars and Chrysler cars. Dreyfus is the most important designer who has influenced the modern telephone form. The telephone designed for Bell Company put forward the integration of microphone and receiver, but it began to become plastic in the early 1940s, laying the foundation for modern telephone modeling. Dreyfus firmly believes that design must meet the basic requirements of human body, which lays the foundation for ergonomics.

Establishment of enterprise design department ※

Some industrial design activities in the United States are carried out by independent industrial design firms. Another important development is the establishment of design departments in large enterprises, which will become a specific design professional model in the future. Americans regard design as a necessary means of sales, which is called stylization. The earliest design department was General Motors.

Planned abolition system ※

Si Long, president of General Motors, and Earle, a designer, put forward a new car design model. They advocate that when designing a new car style, we must consider changing some designs in a planned way in the next few years, which basically forms a system and a planned style aging process, which is the so-called planned abolition system. This is a process that causes consumers' psychological aging by constantly changing the design style, and its purpose is to urge consumers to abandon the old style and replace it with a new style in order to chase the new style trend. This method is a very typical product of American market competition.

Streamline movement ※

The economic crisis in the United States in 1930s also promoted the formation of a new design style-streamline. This style is very suitable for the atmosphere of the times and the level of scientific and technological development at that time. Streamlining mainly appears in product design, especially in vehicles such as cars and trains, and gradually becomes a style, a typical 1930s style, which is quite different from Bauhaus's modernism. In 1930s and 1940s, streamlined style became a common practice, spreading all over American industrial products, causing consumers to follow suit, which was a successful example of design promoting sales. The figure who popularized streamlined style was Bell? Gates and others. The difference between the American movement and the European modernist movement is that it is a formalist movement, which is mainly based on popular style, and its promotion is based on commercial interests rather than other art forms, but the streamlined style still affects European design. Streamlined sports in Europe pay more attention to long-term and attractive design (Tartrat car). After World War II, the streamlined movement in the United States began to decline, while Europe flourished for quite some time. The unique small cars in Europe influenced the car design in the United States. Streamlined movement has been going on for more than 20 years since 1930s. Its most important development is the plan abolition system in automobile design and its influence on the design industry and industry all over the world.

Specialization of industrial design ※

The formation of industrial design as an independent discipline and a profession began after World War II. Since 1945, industrial design has gradually become an independent profession in developed countries, especially since the 1960s, industrial design has become an integral part of enterprise operation in the United States and Western Europe. Since 1950s, industrial design has experienced the process of professionalization in some large enterprises in the United States and Western Europe.

The basic function of industrial design ※

1 > industrial design can be used as an important step and method for enterprises to decide the types of products to be produced, new products to be developed and new product lines to be developed. Therefore, industrial design is an important auxiliary means for enterprises to formulate market policies.

Industrial design can stimulate market capacity and develop potential markets by making industrial products more attractive to consumers. In other words, industrial design can create new markets.

The difference between a designer and an old craftsman ※

Artisans don't need contact and communication with other departments, and they don't need cooperation. Their work is simple and personalized. They are both designers, producers and sellers. Industrial designers involve the cooperation of many departments, and industrial design is an organic part of market portfolio.

The difference between a designer and an engineer ※

Engineers solve the relationship between specific parts of products, while industrial designers solve the relationship between products and people. Among the four elements of enterprise marketing mix, namely product mix, price mix, promotion mix and sales channel mix, industrial designer is the main component of product mix. Designers mobilize all kinds of positive factors, including technology, psychology, ergonomics and all aspects of the market, to provide consumers with the best service through products.

The process of industrial design system reform ※

Philips Holland. ※

Italian Oliveti Company ※

French design conditions ※

The influence of industrial technology development on industrial design ※

The background of an affluent society ※

After World War II, the economies of all countries in the world suffered great damage. It was not until the mid-1950s that western countries began to pass through the most difficult post-war reconstruction period and gradually entered the affluent society described by American economist Galbraith. The most brilliant period of American design was during the two world wars, and its influence on countries all over the world was: 1, the emergence of independent design firms. 2. The influence of American pop culture on design style. The "postwar babies" born after World War II are different from their parents in terms of family consumption ability, indifference to traditional values and love for new things. In order to meet the consumption needs and cultural needs of this generation, new design and cultural forms are needed. In addition, the affluent society began to mature in the late 1950s, and women's economic independence became a potential consumption force that could not be ignored. The emergence of these new factors determines that a single monopoly style will no longer exist. According to the different styles of different target markets, we design eclectic styles and pay more and more attention to the short-term needs of consumers. In 1960s, consumerism reached a new height and became the main way and behavior of western consumption.

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