Chapter 7: In chapter 7, it talked about how globalization affects how design is created in different cultures. I love how they mentioned Korea having specialized refrigerators because of the cabbage called kimchi that is essential in every Korean dish. When you think of designing a product, and you're trying to shape your identity so people know you for your services, it's hard to accommodate and please everyone. With the help of the Internet, the service and design has definitely improved and advanced. From the Internet, Fedex let their customers track their packages and create a new identity of being reliable to send them their things within a timely and successful manner. It gave the customers better service and less operating costs for Fedex as well when you look at the bigger picture. In the conclusion of the chapter, it emphasizes image and identity together and the meaning between the two can be confusing. Image is a projection of how a company would like to be understood by customers, where as identity is the reality of what a company delivers as experienced by the customers. Which I totally agree with, because you can have a simple image, however, it depends on how the customers experience your service, and if it's successful, then your image creates an identity for you for being reliable and assuring.
Chapter 8: This chapter talks about system, and how it is defined in the design aspect. I like the quote, " the purpose of a system is to give clear information about the consequences of taking a particular turn or direction, but leaving users to decide on exactly where they wish to go." So therefore it is the system's responsibility to be precise and clear so the customers can understand and meet expectations of what the system is trying to achieve. Systems use a lot of symbolism and information to make things easier for the customers to understand. "In addition, the most effective systems in terms of ease of use are those that have patterns of consistency and standardization throughout the system, enabling users to know what to expect and sustaining a sense of security and familiarity." This quote lead to the use of modularity systems that enable a unit to be tested and produced to high standards. Dell, Sony, etc were big examples in the book of modular system approaches.
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