"Culture isn't always popular"

1.     What's Hefland & Drenttel's main message?

The main message is that there is a cultural problem in which it is assumed that designers are only good at making things, are not intellectual. Hefland and Drentell argue the case that, as a designer, it is possible to be good at both “making” and “thinking” and that doing what is “popular”, or following a trend is not always right.

2.     Select one specific statement that you agree with, and explain why.

I agree with the statement that explains that in design we need to be “better educated”.It goes on to say;“This has perhaps less to do with culture, and more to do with intellectual curiosity.”

I agree because I think that as a designer, being better educated is an advantage because you become more well-rounded person.Gaining knowledge and ideas you can reach your maximum potential, understand things better, therefore resulting in more inspiration for designs.  

To become better educated is a choice.If you are interested in a particular subject then you are more likely to absorb the information learned,and benefit from this, rather than having information forced upon you, which is sometimes the cultural norm.Therefore it has more to do with “intellectual curiosity”, than “culture”.

3.     Select one specific statement that you disagree with, and explain why.

“The state of illiteracy in design schools is staggering, but sadder still, it mirrors a basic scarcity of cultural literacy across the nation”

I disagree with this statement because it is tarring everybody with the same brush.I attend a design school in Scotland, which does not offer any classes out with your design field.Its main focus being on the practical elements of your chosen course. The students there are not illiterate.In order to be accepted into the University, students must have exceptionally high grades with minimum of ABBB at Scottish Higher level, one of which must include English. This level of English grade shows that there is an extremely high standard of literacy already established within the students.I don’t necessarily think that the schools are to blame for not teaching or offering a wider curriculum. As a student at University, you are old enough now, to know what subjects interest you, and what you wish to learn more about. This knowledge is usually most beneficial for inspiration, and understanding of certain things. Therefore, feel it is down to the individual to extract information about different subjects in order to expand their knowledge and not necessarily rely solely on the schools for literacy.

4.     How do you think Drenttel & Helfand would define 'innovation'?

I think they would define innovation as a new idea or method which originates from the knowledge of or the “”better educated” designer, who challenges culture as we know it.

"Rampino,Innovation Pyramid"

Group A-Innovation of Use

The knitted snood in Fall 08 was seen on many runways shows by several designers at this time including Missoni and Stella Mcartney.The snood is an example of innovation of use, as this innovation is defined as the improvement or modification of a previous product which has society’s approval, rather than challenging technology itself.

The snood, fall 2008, fits this form of innovation because it was such an innovative design. The snood is the modification of a scarf, in order to create a circular knitted garment instead of the original rectangle shape of a scarf. It can be draped over the head or it can hang loosely around the neck. Therefore combining the functions of both a scarf and hood in one. This design was first seen in 2008 on the catwalks but was not accepted until the following year, 2009 when it finally was approved by society and caught on to the high street.

Group B-Typological Innovation

The Under armour designed by Kevin Plank is an example of Typological Innovation which is defined as a modification of an original product.

Under armour fits this innovation because Plank, used moisture wicking fabric, and made a T-shirt out of it for athletic purposes in order to stop his T-shirt getting soaked in sweat under his jersey.By modifying the original t-shirt using this material, rather than cotton it solves the problem of sweating while playing sports.

This product increased the possibilities for application of this material and for producing other garments from this material. It opened up the market for this material, and was no longer just for sports clothing . Soldiers in the army now use it as a relief from hot climates.

Responding Precisely

My major is Textiles,more specifically, woven textiles.The main problems in this field is that, just like Griffith, finance is a major problem.Griffith explains, that "a lens factory is expensive to build and equip", and that lens making involves using "costly moulds".These problems are no different in the textile industry,as there are extremely expensive set-up costs for machinery in order to produce a cheaper product.

Time and energy is another problem Griffith had with his ideas.He explains that solar roadways look good but in theory there are several problems with them.He explains that it very "energy-intensive"and that your "unlikely to make your money back".This is the reason that Hand-looms are becoming extremely rare,due to the fact that the amount of energy and time needed to produce a one off fabric by hand does not create a great enough profit to sustain a business.The woven textile industry relies completely on yarn, which is becoming increasingly expensive to buy. Woven products are therefore being imported from other countries where labour is cheaper and human rights are breached in order to produce woven fabrics at a fraction of the price it would cost to produce in this country.

The other reason for this action to be taken is "culture", as explained by Griffith.As a society we have a "throw-away" attitude where we no longer spend large amounts of money on products that will last us for years to come, instead we spend less money on products which have lower quality and which we can throw away , due to the fact they are no longer in fashion.