In search of a methodology for Culture based Design A Report of two Pilot Studies:

In this paper the role of appropriate methods for Culture based design would be discussed. The main argumentation of the article is based on possibility of Causal Layered Analysis as a method for culture based design, so that deep layers of cultural cognition would be grasped . Based on this, two pilot experiments have been conducted and some comments for further studies have been introduced. The role of culture in product Design has become a major trend in Design research; however presence of a methodology for designing products based on culture is not mature enough. The problem with current methods is that while observable layers could be grasped in culture based design, designers hardly can confront deep and tacit levels of cultural interaction. There have been two main trends in order to achieve tacit levels of user cognition; one of them is by motivating users to demonstrate their ideal products by collages or pseudo-advertising sessions ( Sanders and Stappers) ; the other method is by combining levels of emotion (Donald Norman ‘s Theory) and levels of cultural interaction. The main criticism we pose to them is that these methods are based on user’s observable perception and their desire or hedonistic character. While the real reaction could come from confronting users with cultural elements and symbols , stories and metaphors may not be evident at first glance , but would have a tremendous effect based on their subconscious and unconscious character. For years, designers’ insight, the same as artists , has covered this gap. And later on , terms such as collective unconsciousness , have been offered by Karl Gustav Jung . Without entering those discussions, we would like to refer to a method which would help the designer confront those levels. The method we chose, from current methods , is Causal Layered Analysis. This method has been originated from Foresight Studies by Prof. Suhail Inayatullah. The reason we chose this method is based on the layer of analysis which can be generated from this, it was one of the few methods which referred to layers of Mythologies as a paradigm shaping the human artifacts. According to the abovementioned argumentations, we planned two experiments, in the first experiment we showed participants 3 set of objects ; each set consisted of two examples of the object type, one functional and simple, the other with cultural associations, and we asked the users to choose between them regarding their interest. The results showed that most users would like to choose objects with cultural associations rather than simple functional objects. In order to see if our chosen method would be helpful for designers, we conducted our second pilot study, meaning that we designed objects based on CLA method and we to reflect deep layers of cultural association in the objects designed. The results not only showed the usefulness of method, but also opened up possibilities and further steps which needs to be passed in order to let it be fruitful for design.