*Marco Ajovalasit, Politecnico di Milano, Italy
Joseph Giacomin, Brunel University London, UK
Voula Gkatzidou, Brunel University London, UK
Ingrid Pettersson, Volvo Cars, Sweden
Julie Jenson Bennett, Precipice Design, UK
*contact: marco.ajovalasit@polimi.it

For many fast moving consumer goods, home goods, office goods, vehicles, transport systems and elements of the built environment there are a growing number of instances in which a business opportunity can only be achieved by defining a new meaning. Such cases of disruptive innovation or radical innovation are premised on the possibility of defining a new meaning for the potential consumers. When a designer identifies an opportunity which interconnects several previously unrelated technological and cultural codes, and articulates one or more product, system or service concepts which address the opportunity, the process can be described as one of “meaningfication, defined as: “The use of data, design ethnography, real fictions and co-creation for the purpose of designing artefacts based on new meanings which emerge from the interconnection of evolving patterns of technology, experience, personal identity, societal identity, value assignation and consumption.”

The aim of this track is to encourage the discussion of design for meaning frameworks within businesses. Call for Papers which will be covered includes:

  • the role of analogies, metaphors and meanings within business design innovation;
  • use of data, design ethnography, real fictions and co-creation for meaningfication to support innovation within design innovation teams;
  • organisations and processes for achieving targeted design meanings;
  • developing and managing brands through meaning;
  • calculating the economic value of meaning to businesses.

This track will bring together researchers and practitioners to share and discuss the approach, subsequent outcomes, contributions and possible futures of the design for meaning landscape.

Indicative References
Diller, S., Shedroff, N. & Rhea, D. (2008). Making Meaning: how successful businesses deliver meaningful customer experiences, New Riders Publishing, Berkeley, California, USA
Fournier, S. (1991). Meaning-Based Framework for the Study of Consumer-Object Relations. Advances in Consumer Research, 18, 736–742. Retrieved from http://acrwebsite.org/volumes/7244/volumes/v18/NA-18
Giacomin, J. (2017). What is Design for Meaning. Journal of Design, Business & Society, 3 (2), 167–190. doi:10.1386/dbs.3.2.167_1Holt, D. & Cameron, D. (2010). Cultural strategy: using innovative ideologies to build breakthrough brands. Oxford University Press, Oxford, UK.
Krippendorff, K. & Butter, R. (2007). Semantics: meanings and contexts of artefacts. pp. 352-376 In Schifferstein, H.N.J. and Hekkert, P. (Eds.) 2007. Product Experience. New York, NY: Elsevier. Retrieved from http://repository.upenn.edu/asc_papers/91
McCracken, G.D. (1990). Culture and Consumption: new approaches to the symbolic character of consumer goods and activities. Indiana University Press, Bloomington, Indiana, USA
Siefkes, M. (2012). The Semantics of Artefacts: how we give meaning to the things we produce and use. Themenheft Bildtheoretische Ansätze in der Semiotik (16), 67–102.