Trans RINA, Vol 157, Part C1, Intl J Marine Design, Jan - Dec 2015
Great distinction should be made between the function al, rational purchase, based on practical needs, where the choice is made considering objective and measurable roduct characteristics, and the symbolic, emotion al, semiotic, communicational
pr purchase, where decision
comes from cultural, emotional considerations. In this second case, unrelated to any form of purely rational reasons which underl ay
evaluation, hide the real
irrational ownership of something. Based primarily on emotional perception and not on rational factors. T he emotional
need to make a purchase
Figure 13: language
5. Front 3/4 development of friendly design DISCUSSION
Designing a vessel is a challenging task considering the complexity of such a project that includes knowledge in several fields. Considering that we start from a living its technical implications, with
environment, with all
several functional constraints. Solving problems is the goal of most of the creativity involved in the process. Rather little space left for the projection of a particular image, brand values or the projection of so called “added value” . Nevertheless in the field of boat design in recent years we have seen more attention devoted to this aspect. It has been implemented for some time in motor ryacht and superyacht sectors, and more recently adopted in the commercial vessel sector by compan ies such as Damen [9] with the PSV.
The use of a personal transportation with
representative and lifestyle implications, has assimilated into the background of our consciousne ss and punctuates our daily existence. The fascination that the car exerts is that, once behind the wheel, you forget t what are the real dangers of driving are. We begin to drive automatically, as if the car was an extension of ourselves. Our society, based on constant mobility, make us spend more and more time in vehicles. Man has developed a strong sense of veneration for cars, not so much f for its technical and functional performance, but rather for its symbolic-communicative potential and its social value. We refers to those properties of communication, o that
all its been
representation, typically social, the
consciously or unconsciously, express purchasing using its own car.
To further investigate individual behaviour it is nece to make marketing,
considerations related explore some
of
of self- owner, g and
essary to anthropological psychological aspects of
consumption and search for hidden motivations of the choices that
apparent or mature societies where basic needs
linked mainly to projective phenomena, related t to the satisfaction immediately
individuals freely sets. These reasons are individual needs rather than to
perceived motivations. In are met, s everal
symbols communicating individuality and belonging to a particular social group can be found in the cont ent of implicit product communication.
e o the pr e that has and
representative purposes adopts a different kind of log ic, completely alien to the simple needs to use a particular roduct or service. Often, as in the case of cars, average consumer is more interested in buying something that pleases aesthetically, that they identify with, rather than to select it in function of mechanical features or pe
erformance. As with the car industry the user and owner of the vessel tend to identiffy
with the vessel they work with. Damen developed their range of offshore vessels b
y themselves more and more by evaluating it as a product
with the users and other stakeholders in mind. Through implementing market research and using the design methods of metaphors, mood boards and SWOT analysis, the distinctive offshore range was created. [9]
The emotional buyer searches psychologi cal gratification n of others. T he
for himself or that related to the judgement symbolism,
development
as political of personal
act of purchasing is associated with emotions and/or and relational, relationships.
to the Frequently,
however, the goal is to select an appropriate image, which is a project of ego. Giiving our prefe
erence for a car,
as well as for clothing, home furnishings or eating habits, we are conditioning the perception of our individuality to others. The social image generated by us , if mishandled, would not be accepted by others, and in some cases could in
pr
roduce disapproval and non-recognition. In certain contexts, the choices of products by
y the expectations of others. Hence acquired norms, where non
fact,
are determin the value
serious violation that can cause rejection of individual from its social group.
ed of
n-compliance is considered a an
Assuming that personality and image of a product and the values brought by its brands are easily associated to those of its user, it is interes
of a product could express iits representative function in this regard. For example, the purchase of a sports car by a middle aged man, can express the need to appear younger and more dynamic,, combined with the intent to arouse interest and admiration rather than responding to a need of a fast means of mobility. The phenomenon of imitation of a myth leads tto
o a search for identification
and emulation of its behaviour selecting also the same to
configuration of the product. The car, with
surrounding products. This is essentially finalized communicate a pre-established role through the formal its
representative peculiar function, is one o f the privileg ed means for the transmission of symbolic/imitative content.
the the
stting to analyze how the form
© 2015: The Royal Institution of Naval Architects
C-131
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