PhD Theses (Design)

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    Design Development of an Indigenous Tricycle Rickshaw
    (2007) Das, Amarendra Kumar
    The localised issues of meeting transportation needs of vast masses of population that can not afford a personal vehicle and to meet the limitations of public transportation systems needs consideration for alternative viable means that are contextual. Human powered tricycle rickshaw still fulfills this need. In addition to this, there are variations based on tricycles used as delivery vans with boxy storage compartments, goods carrier and school children van to name a few that are put to use to fulfile the localized transportation need .
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    (A) study of User preference for the Visual domain of product form
    (2008) Mokashi Punekar, Ravi
    There are new opportunities in Design practice and research that are emerging in the Indian markets today as a result of the dramatic shift in government policy since the early Nineties. Liberalization of the Indian economy has led to major transformations in the economic environment of business and commerce. Competition is felt with global players entering Indian markets and Indian industries have had to remodel their approaches to meet these challenges. Foreign companies seeking opportunities in Indian markets are faced with challenges of understanding the diverse culture of India. What is obvious is an urgent need to understand the ethos and aspirations of the Indian customer and make changes in management strategies, including design and communication which meet these dynamic changes. This implicitly means understanding regional and cultural factors that influence taste. It becomes an important consideration to study this phenomenon in the context of its influence on design and its implication on business. Design researches that involve cultural responsiveness and its influence on business therefore need to be looked at with a fresh perspective. The study of the Indian user, the cultural values and taste in purchase decisions are increasingly being examined through surveys. While recent studies undertaken by marketing research focus on the Indian consumer, particular studies in methods that examine the preference pattern in the domain of ‘Visual aspects’ of product form are hardly in vogue. This aspect is of particular interest to the industrial designer and forms an important consideration in the creation and innovation of new products for the market. Consumer preference in visual aspects is the focus of design research in this thesis. The thesis presents a design method that attempts to find the users’ preference pattern for the visual aspects of a product.
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    Comparative study of users' Experiential Data collection Techniques for Human computer Interaction Design in cross cultural Setting
    (2009) Kumar, Jyoti
    User Centred Design (UCD) process employed in solving design problems in the area of Human Computer Interaction, has to rely on the data from the users to generate predictive usersD mental models of the interaction. These mental models become the basis of specifications and heuristics for the designers to conceptualize new interaction patterns and Graphic User Interfaces for software products. As computers become ubiquitous, the need for understanding usersD mental models from a deeper cognitive level, rather than the surface level as is currently being practiced, has become necessary. Designers need qualitatively rich data from the users about their experiences which often the users of a computing product are not capable of expressing. The difference between usersD and designersD mental models has increased due to cross cultural design situations where designers from one culture are designing interactive systems for users form another culture. This cross cultural design context requires data gathering techniques which are suitable to different cultures and are sensitive to cross cultural differences in users. Current practices of extracting data from the users are more concentrated on getting the functional and operational requirements of the users rather than experiential information. This requires search and validation of new data gathering techniques for use in experiential design process. This thesis recognises userDs experiences with interactive system as a conglomeration of instances of aesthetic, affective and intellectual experiences that the users undergo with the elements of interactive systems like, icons, menu items, error messages etc. An interaction designer has to make design decisions pertaining to theses different elements of the interaction design. Three categories of such design decisions have been identified, decisions pertaining to the DelementalD, DcompositionalD and DtransitionalD levels of interaction. At elemental level, designer takes decisions about the DelementsD of interaction, that is, the icons, buttons, images, graphic elements etc. At compositional level, it is the visual balance and the gestalt of composition of screen that the designer is concerned about and at transitional level, designer has to decide about the transition between the screens. Designers need suitable techniques to gather experiential data from users pertaining to the three levels of design decisions in order to take informed decisions. In this thesis four user data gathering techniques identified from literature, namely - Mind Tape, Think Aloud, Repertory Grid and Semantic Differential - have been investigated through experimentation involving over 290 users across three different cultures - Indian, Chinese and Danish for their ability to gather experiential data in cross cultural situations. The four techniques have been compared for their ability to mine data from the users at a deeper experiential level. Results indicate that though Mind Tape technique is resource demanding, it yields good experiential data at the Transitional level. Repertory Grid Technique on the other hand is more versatile and can be used to aid all levels of design decisions. Based on the empirical and qualitative analysis of the experimental results, this thesis proposes a new combinatorial use of the four techniques. HCI designing heuristics are proposed.
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    Automobile Design : Approaches to understanding visual form
    (2011) Jaafarnia, Mohsen
    Automobile Design: Approaches to understanding visual Form. by Mohsen Jaafarnia Doctor of Philosophy in Design Department of Design, Indian Institute of Technology Guwahati India Supervisor: Professor Ravi MokashiPunekar Today, body designs of vehicles such as personal cars differ from brand to brand. The challenges of globalization have led to situations wherein manufacturers are prone to introduce an already existing model into new markets, especially emerging ones in developing countries. When such new markets get crowded with competition, manufacturers start customizing the designs developed elsewhere, to suit local preferences. An understanding of visual form- an important aspect of design semantics is a critical factor for the designer to influence the user's aesthetic decision in the purchase of products. Human, animal and insect life forms in the creation of man-made product forms are increasingly inspiring designers. This research attempts to understand the processes and approaches to understanding visual form based on semantics framework of Ferdinand di Saussure.Considering the external form of the car as the focus of study, the research reports the results of the analysis of the users response to the emotion set for the front face and body of carDs derived from five approaches viz. Repertory Grid Technique, Semantic Differential technique, Co-relation Technique, Relation Technique and technique of visual analysis of form. Based on the insights drawn from these studies it has attempted to derive a set of Dvisual keyD that corresponds to different emotional expressions that can help designers to derive expressive styles for cars. Attempt is made to validate the findings by generating concept drawings for a desired expression of car forms for two car manufacturers. Two approaches to generation of car form has been attempted: One method is based on drawing upon the graphical keysD derived from the experiments conducted as part of this research and the other is based on a bio-design method, that were used to semantically transfer common expressions to a carDs face. Such studies with respect to form preferences for automobile design offer diverse challenges. Factors include studies in form preference, cultural preference, economic influences, technology literacy, gender and regional preferences This thesis uses an empirical methodology involving user response to two-dimensional images. The data assimilated, based on a semantic framework, has attempted to outline a methodology for deriving Dvisual keysD as guidelines for automobile designers to generate expressive forms for cars. It has evolved an approach that covers the wide domains of history of the evolution of car forms; visual approach for form analysis of car forms; and user response to car face based on a semantic framework. The research work aims at understanding visual preference in the design of external form of cars amongst two targeted user groups (India and Iran). These objectives are met through: 1. Tracing and mapping factors that influenced the development of aesthetics in automobile form from a historical perspective. 2. Understanding Design elements involved in the aesthetic preferences of car face and car body designs from amongst potential and existing car users. 3. Identifying the design elements that contribute to the evoked feelings through analysis of visual form by professional.
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    Ergonomically Designed Intervention towards Occupational Wellness of Women Tea Leaf Pluckersin Assam
    (2011) Bhattacharyya, Nandita
    The Tea Industry is one of the largest employers of women amongst organised agro based industries in North east India, particularly in Assam. Women constitute nearly 51% of the total workforce in Assam. Many of the activities, especially the plucking activity (40 per cent of the total cost of production of tea leaves) performed by the workers in tea plantation demand a high degree of physical effort because of repetitiveness and assuming static awkward posture, leading to early fatigue and work related musculoskeletal problems. To make best way of work performance and increasing overall productivity of the workers an ergonomic interventions study in easing out the ergonomic risk factors in tea garden leaf plucking was carried out that can reduce work related hazards and improve work comfort and productivity. In order to maintain the quality, the tea garden managements still prefer selective plucking of two leaves and a bud through hand plucking instead of any mechanical development in the process. Thus the present study aims at assessing the current working condition and feasibility of introducing low-cost ergonomic design of work tools that to improve occupational health and the work performance so that finally productivity of the workers can be enhanced with comfort. Followed by the study of occupational load, the design development of work accessories was identified as a priority area; and the attempt was made to see the feasibility of a tea leaf plucking aid that can be used by individual workers in the tea garden. The new plucking device consists of a cutting blade imbedded on a thimble type finger (index / middle finger) guard. Evaluation of effectiveness of the new device was carried out with subjective opinion, discomfort ratings, selected physiological parameters, productivity and comfort in use. If the breaking of tea shoots (two leaves and a bud) from the tea table can be made easy, the force required and frequency of hand movements can be controlled (new device lessens false hand movements) will ultimately reduce holding of the awkward posture longer; this would facilitate dynamic movement. Thus the new device addresses the ergonomics risk factors responsible for occupational stress as well as productivity and work comfort. Such small development, looking into implementation possibility with the corporate decision, for a vast end users group i.e., women tea-leaf pluckers would result in an effective way..
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    Marketing-Research-finding sensitive Visualisation(MRFSV) Method for product design with special Reference to domestic dishwashing in indian context
    (2012) Kalita, Pratul Ch.
    Marketing Research is always a debatable topic. Serious questions are raised about the relevance of marketing research in successful introduction of products and services in the society. It has been observed several times that, marketing research studies may also lead to wrong decisions. In the context of product design, the failure may also occur due to ineffective communication of marketing research findings to the designers. In order to validate the idea that Marketing Research needs to consider actual user behaviour, and integrate the same with marketing research for ideation of design solution, a case study of Ddomestic dishwashing in Indian contextD has been considered. Dishwashing behaviour largely depends on food habit, type of cookware and utensils etc. Therefore a study was conducted to understand the consumer behaviour related to cookware, crockery and utensils in Indian context. Another study was conducted also to understand the consumer behaviour related to dishwashing in Indian context. The marketing research findings of the aforesaid consumer behaviour studies were communicated to the designers in conventional way. The design ideas generated through this conventional sharing of marketing research findings were evaluated using idea screening matrix and a focus group. The total score of the design ideas in idea screening matrix in this case was found to be low. A new method termed DMarketing-Research-Finding Sensitive Visualisation (MRFSV)D was evolved to communicate the marketing research findings to the designers. Marketing research findings were further transformed with MRFSV method for ideation. The ideas generated from this process were evaluated with idea screening matrix and the same focus group. The comparative analysis of the design ideas generated with conventional sharing of marketing research findings and the design ideas generated after application of the MRFSV method was conducted. A very high significant improvement was observed in the scores of design ideas generated after application of MRFSV method. The study reveals that conventional sharing of consumer behavior to the designers may move away the designers from the design objective. The MRFSV method helps the designers in defining design problem. This method helps in establishing a direct relationship of defined design problem to designerDs design solution. The synthesis of all the ideas generated through MRFSV yields wonderful design ideas..
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    Aesthetic continuum of contemporary folk paintings of india: case study of five traditional practices
    (2013) Thakurta Roy, Shatarupa
    Indian folk artistry is uniquely recognized all over the world not only for rich aesthetics but also as indicators of age-old habitual belief. They comprise of tacit knowledge that is protected by passing on through generations. Apart from the act of customary decorations on ephemeral foundations, Indian painters-storytellers cum singers perennially depict life and death, victory and defeat, good and evil, in the regional folk paintings. The roving minstrels for over two thousand years have disseminated moral values through their painted scrolls and performance to the rural society that has equally reached past the overseas audiences. By counting contemporary folk art only as a community practice that strictly adheres to a tradition, may undermine the folk artist as a creative individual who significantly contributes to the tradition to keep it alive. The present study shifts its focus from the conventional ethnographic approach and instead, probes into the responsiveness of present day folk artists who use their freedom of experimentation to move forward. The contemporary form of Indian folk art primarily focuses on a wide dispersion of the otherwise localized content and hence making it more significant and worthwhile of analytical studies. Regional folk paintings from five adjoining states in India have been selected for the field study. It shows the paintings distinctively vary in their styles in different regions but connect through the common literary sources. It gives a larger picture of how the country as a whole is integrated by a common cultural profile in spite of immense ethnographic diversity. The mainstream academic style of art synergized with the principle of vernacular folk and tribal art to boost nationalism and modernism in Indian art scene. Social reformers of pre and postcolonial era particularly realized the role and significance of folk art in the revival of indigenous culture. 20th Century technological empowerments lead to a notable change in Indian popular taste causing a temporary decline to Indian folk art and culture. The research traces how the tradition survived this crisis in spite of trivial patronage and reached its contemporary form. The realization hypothetically reformulates effective means of sustenance of a cultural practice, the practitioners and other stakeholders.
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    User Interface Design Features and their effects in Computer Based Educational Assessment: A cross Cultural Study
    (2013) Dhar, Debayyan
    This rhesis investigates human computer interaction issues within the context of examination conducted through the medium of computer. By examination we mean the assessment a student undergoes during or at the end of an academic cycle of learning.
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    (An) Analysis of Textiles designs of the Tai-Phake and Tai-Khamiyang communities
    (2014) Ghoshdastidar, Jabeen Rahman
    The tradition of Ethnic textile design plays a pivotal role in modern contemporary fashion and fabric industry. The inventions and innovations involved in this industry, especially in the context of design, pattern and color are continuously evolving with the advancement of technology each and every day. Generally the traditional knowledge of any discipline is not organized, and therefore should be researched and converted into a science. The knowledge of traditional textiles specially needs to be leveraged and re-created with conversions, transformation and amalgamated for value added editions so as to remain imbibed within the realm of the upcoming generation. More so, to remain alive as a living tradition. Silk in Assam is not just a culture but a tradition, not just history but a way of life, that fits into the socio economic structure of the people, and woven around the society just like the thread around the cocoon, to be established as a legend in world history. The journey of the textile fabric in Assam and North East India is equally important and interesting, since Assam has been the innovator of many aspects related to this industry, especially the culture of (The Golden thread), white Mulberry silk, (commonly called the and , the thermal yarn. Textile designing is a technical and creative field that has the capability of bridging the gap between fashion design, home d़cor and furnishing. Without it, even the most contemporarily raved about Automobile industry, would not be complete because the upholstery is always of such fabricated material. Early transports, from the carriage, rickshaw, to zamindari Tonga all were directly related to the fulfillment of human contentment and a purposeful lifestyle. Fabrics (like plays an inevitable part in our daily life. Each morning we climb out of the bed sheets and blankets, and step into a robe and slippers. After a wash we dry ourselves with towels, and get properly dressed, with clothing of our choice. During the entire day we use and are dependent on varied woven materials, including the vehicle tyres that are reinforced with strong woven chords. Thus the importance of textile in our day to day life is multifaceted.
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    Ergonomic design intervention for Pineapple Peeling Task in Small Fruit Processing Unit
    (2014) Kumar, Prakash
    North east India is one of the largest producers of pineapples in the country and there are many small fruit processing units across the region that process pineapples during the harvest season. These units being labour intensive are a significant source of employment for the local population. But, the wellbeing of the pineapple processing workers as well as their productivity is highly compromised due to use of old traditional tools and techniques.Pineapple processing activities starts with the manual peeling task that is quite repetitive, time taking and laborious in nature. In spite of the various peeling related issues, the units adhere to these traditional peeling methods as they don’t find any solution appropriate to their context of use. If the workers are provided with a comfortable and effective peeling aid with the consideration of prevailing conditions of the small processing units, the solution would not only improve occupational health and efficiency of the workers; and productivity of the units but also encourage many other small and marginalised entrepreneurs to get into this business. The thesis looks into existing work process related to pineapple processing and associated physical and occupational issues including risk factors influencing productivity. This provides the basis for evolving a holistic process for design intervention to develop work methods, tools and equipment for pineapple peeling. The thesis is broadly divided into three parts. The first part discusses the assessment of the issues related to pineapple peeling task through observation and interaction with workers. During the visits, general working of the small scale units was observed and peeling related problems and hazards were found to be quite apparent. Since not much of work had been reported in the area from the perspective of occupational health issues, an effort was made to establish the prevalence of ergonomic risks using specific evaluation tools like body pain map, analog Borg’s pain rating scale, Quick Exposure Checklist (QEC), Rapid Upper Limb Assessment (RULA). More than three fourth of the workers reported of pain in at least one of their body parts. Higher QEC and RULA scores for a large number of workers indicated further investigations and changes in work method soon. Different risk factors like repetitive task, prolonged work period, insufficient rest breaks, awkward posture adoption, repetitive force application, etc. associated with pineapple peeling task, were also identified. Thus, various ways of reducing these risk factors were thought of and eventually, the issues were decided to be addressed through an intervention, mechanically, by designing a pineapple peeling equipment that reduced drudgery and improved the peeling task capability of the workers. The second part elaborates upon the process adopted for conceptualisation and realisation of the intervention which would not only solve the ergonomics issues but also addresses other issue which hinders the implementation and adoption of new interventions. The ergonomic issues related to peeling had been addressed from engineering perspective (better operation and output) as well as considering a holistic systemic perspective (considering social, economic, infrastructure related factors, etc.). The issues related to the system, its stakeholders and interlink between the key stakeholders was studied to identify the key requirements along with study of peeling solutions available in the market which could be broadly segregated into different categories. With an intent to provide a more acceptable solution to the target users, a support tool, based on Quality Function Deployment (QFD) approach, was used to decide upon the most appropriate category of pineapple peeling solutions for given context. While attempting the design of peeling aid, the structure and fundamental properties of the fruit was also considered. Eventually, the final specifications were formulate followed by concept generation. The concepts were screened on the preliminary criteria like effort requirement, peeling effectiveness, peeling rate and constructional simplicity. Through iterative process, the final design solution was reached at which conceived peeling the pineapple slices instead of peeling the whole pineapple in one go. 3-D modelling and design detailing was carried out and final proof of concept was generated to demonstrate the working in principle. An effort was made to ascertain if the solution addressed the issues and requirements of workers and entrepreneurs, the two main stakeholders of the system in consideration. The strategies of the development were significantly influenced by the limitations of investment capability, skills and knowledge of local workers to adopt to the ophisticated high end equipment. Thus, a simple mechanical device, which was easy to anufacture and maintain with local expertise and could be used by local work force, was considered. The third and concluding part reports evaluation of the ergonomic design intervention against key requirements of the workers and entrepreneurs which also validated the design process undertaken for the new intervention. Virtually simulated RULA assessment of the 3D model was done using Digital Human Modelling (DHM). The improved proof of concept was evaluated for its performance by the workers on NASA Task load Index (TLX) as well as Task Completion Time (TCT) of the workers was also determine to find the rate of peeling using the equipment. To get the feedback of the entrepreneurs, to assess the effectiveness of the solution, the working of the equipment in principle was demonstrated to them and all the relevant details i.e. price, dimensions, accessories details, material details,weight, etc. were provided to them. The entrepreneurs were then asked to rate the new intervention and their old peeling solution on the same key requirements which had been identified, initially, as the basis of the design specifications. Similarly, an effort was also made to validate the findings of the support tool proposed for deciding the most appropriate peeling solution category. The findings of these assessments and the future scope of work have been discussed in the final phase of the thesis.
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    Product service systems approach to design for sustainability : Case study of catering Systems for Northeast Frontier Railways, Assam.
    (2015) Balakrishnan, K. K
    It is today a well-accepted fact around the world that the development paths followed by the societies in industrialized countries are unsustainable...
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    Ergonomic design interventions for improvement of shop-floor working conditions in the Indian small and medium scale injection-molded plastic furniture manufacturing industries
    (2015) Sanjog, J
    Manual labour and locally designed workplace fixtures are prevalent in Indian plastic processing industry which is highly fragmented, comprising of Micro Small and Medium Enterprises (MSMEs). In Indian scenario, investigations pertaining to workstation design and layout from a broad perspective of ergonomics, occupational health and indoor work environment have not been performed till date in the shop-floor of small and medium scale injection-molded plastic furniture manufacturing industries. The present research aimed to investigate and propose design interventions for improving shop-floor working conditions from an applied ergonomics view point. To accomplish the stated aim, combination of research methods featuring literature survey, questionnaire study, postural assessment tools, direct observation, statistical analysis, work study technique, virtual human modeling and simulation has been used. Existing shop-floor workstations and work accessories were designed without considering ergonomics principles and thus led to the occurrence of risky work postures. Moreover, indoor work environmental conditions were not in accordance with recommendations. Ergonomics and indoor environmental factors were not considered while designing shop-floor layouts. Statistical model derived from present research established that occurrence of symptoms of musculoskeletal ailments due to awkward working postures and bad workstation design; is exacerbated if work shift duration is longer. Significant (p < 0.05) reduction in hand grip strength before and after work indicated the likelihood of shop-floor workers developing upper limb musculoskeletal disorders in due course of time. Virtual evaluations, work study techniques, psychosocial and subjective work load assessments deployed in the present research were helpful for designing concept workstations and work-accessories. Redesign of workstation and work methods in accordance with recommended guidelines enabled downgrading the risk perception of work postures. Context specific suggestions were also proposed for improving indoor work environment. A conceptual shop-floor layout was developed incorporating guidelines proposed in published literatures. Business houses interested in expanding or establishing new injection-molded plastic furniture manufacturing factories in the small and medium sector will find the results of the current research endeavor highly beneficial. Research methodology and design interventions as demonstrated in current study may be easily adopted by engineers / managers / supervisors in MSMEs of industrially developing countries towards implementing validated context specific human centric production systems.
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    Ergonomic Design Modification of ‘Pedal Operated Paddy Thresher’ Adoptable for Agricultural Needs of Northeast India
    (2015) Patel, Thaneswer
    Paddy threshing in the northeastern region (NER) of India is carried out usually by traditional methods such as bullock treading, beating or crushing the grain by hand or foot, which requires an enormous human effort. These discomfited situations expose workers to many risk factors from ergonomics point of view. Furthermore, pedal operated paddy threshers available in this region are not suitable for the local agricultural workers due to anthropometric incompatibility, substantial weight and lack of portability features. Therefore, aim of the present study was to develop a prototype of ‘pedal operated paddy thresher’ adoptable for agricultural need across all terrains in NER; and India, at large, using strategies of ergonomic design interventions. To achieve the aim, objectives were articulated as (i) To develop anthropometric and biomechanical (relevant to pedal operated paddy thresher operations) normative database of Assamese agricultural workers; (ii) To simplify the working mechanism of the pedal operated paddy thresher by replacing power drive (gear-based) with chain-based mechanism ensuing unaffected or better performance; and (iii) To evaluate the superiority (in terms of operational force, anthropometric compatibility, working posture, performance, efficiency productivity, cost effectiveness, portability in diverse terrain etc.) of the proposed design intervention in comparison to existing one through both laboratory and field testing. To fulfill the objectives of the present research a case study has been carried out in Assam. The research was conducted into three phases i.e. (i) anthropometric and biomechanical data collection, (ii) design intervention of pedal operated paddy thresher, and (iii) evaluation of the proposed intervention. The systematic evaluation of pedal operated paddy threshers under laboratory and field conditions (viz. direct measurement, observational method and subjective assessment) was validated for operational ease, efficiency, and better productivity. The significant contributions of the present research towards agricultural research include (i) Design and development of first-of-its-kind indigenous isometric vertical leg strength measurement device along with subsequent normalization of its measurement techniques; (ii) Development of anthropometric and biomechanical reference database for Assamese agricultural workers (sample size - 200, male - 130 and female - 70); (iii) Application of digital human modeling based approach in design of agricultural machinery in Indian scenario; and (iv) Fabrication of ergonomic, cost effective, portable and user friendly pedal operated paddy thresher; and testing under both laboratory and field conditions to assess its usability, performance and acceptability among farmers.
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    Influence of Urban Forms on Social Sustainability: A case of Guwahati, Assam
    (2015) Hemani, Shruti
    The social dimension of sustainability and the extent to which the physical form of cities may foster it, is gaining importance in the international sustainable urban development context, however in India, the concept remains poorly conceived. New approaches and tools at policy, design and implementation levels are highly biased towards environmental and economic sustainability, ignoring the social dimension which is fundamental to the character of Indian cities. This narrow focus coupled with massive and inequitable urban growth has resulted in social crises often evident in the cities physical forms posing critical challenges to sustainable urban future. Past investigations in the western context have also remained less satisfactory, further raising concerns about their applicability to the developing world cities which face essentially different urbanisation challenges and socio-cultural shifts. As India prepares itself to become an urban majority in 2050 by giving shape to its futuristic smart cities, there is clearly a pressing need to develop stronger empirical evidence about the influence of urban forms on social sustainability that links to sustainable designs, policies and practices. This research therefore, tests the influence of urban form components (open spatial-network, land-use, density, blocks and built-components) on six aspects of social sustainability using both, qualitative and quantitative strategies, which are calibrated and validated for Guwahati, the dominant city of North-East region of India. It asks: Do urban forms (at neighbourhood and block-segments scales)
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    Development of a Morphological Approach in Sustainable Product Designing
    (2015) Kumar, Vikash
    The presented thesis is an attempt to develop a morphological approach in sustainable product designing. Design being one of the fundamental activities of human beings has contributed significantly towards the escalation of mass production and mass consumption. This growth has resulted in the existing consumerism based society and socio-economic development trends, which in recent years was found to be unsustainable. Therefore, there is an urgent need to rethink and realign our activities in a sustainable direction. Design as an activity and field of study has a tremendous potential towards contributing to sustainable development. This potential proliferate the consensus of integrating sustainability philosophy with design practice. In recent years, it has acquired the status of the cornerstone in design research. Many researchers argue, that in today’s context, designing for sustainability is no longer optional, and should be treated as an integral part of the design process. However, literature evidences that this has not yet happened in practice. In general, sustainability parameters are either considered optional or as an added set of constraints limiting the design space. Moreover, the traditional morphologies of design process available in the popular literature were found to be inadequate for sustainable designing. This research builds on this recently evolved consensus of many design researchers and intends to develop a morphological approach in sustainable product designing. The thesis identified the ‘creative phase’ of design process ideally suited for sustainability integration. This is due to its various merits, like complexity handling capacity, the flexibility of decision making, and altering it at low cost, etc. This thesis identified, and attempted to address three research gaps in sustainable design, and tailored its findings to propose the morphological approach in sustainable product designing. It employed extensive literature analysis and empirical study with creative designers for the purpose. The first research gap addressed in this thesis focuses on developing a comprehensive framework for sustainable design. Frameworks are the logical structures that make any concept (or philosophy) understandable, especially to novice and non-experts. The philosophy of sustainable design in literature was found to be diverse and interpretative in nature. Moreover, available frameworks and conceptual models representing the philosophy were found to be inadequate for creative designers. This research derived a comprehensive framework for sustainable design, addressing the first research gap. This framework proposed ten directions of sustainability, applicable at product, lifecycle, and system levels. Four kind of inter and intra-dimensional relationships were identified among these directions and were presented as interaction matrix. The framework (with 10 sustainability directions) was expected to support creative designers in exploring sustainability issues at analysis phase of design. The interaction matrix was expected to reflect on the effect of design decisions on other directions of sustainability at synthesis phase. The second research gap addressed in this thesis was directed towards understanding the mental models and problem-solving approaches in sustainable design, as practiced by creative designers. Mental models are internal symbol or representation of external reality, hypothesized to play a major role in cognition, reasoning and decision-making. It is imperative that a flawed or an incomplete mental model of sustainable design will reflect in the problem-solving approaches of creative designers. Problem-solving approaches under normal circumstances has been extensively studied empirically and reported in the literature; however designing with sustainability consideration was not adequately addressed in the literature. Such study was anticipated to reveal how creative designers interpret, and use sustainability philosophy in practice. It was also expected to reveal in the nature of support tool required for sustainable designing This thesis reported an empirical study conducted for exploring the mental models and problem-solving approaches of creative designers. The study revealed that despite the broadening of scope and dimension of sustainable design, existing mental models of novice creative designers are still rooted in the environmental-conscious philosophies of design. It also indicated that novice designers tend to follow traditional design morphology but, made additional changes to accommodate sustainability consideration. This behaviour reflects the limitations of traditional design morphologies in the context of sustainable designing and points out the need of improved morphology. The third research gap addressed in this thesis focuses on developing morphology for incorporating sustainability issues into the creative design phase. Traditionally designers are trained for designing products that satisfy human needs and aspiration. However, in literature there is a lack of an operational method for incorporating sustainability issues into the creative design phase. This thesis tailored the findings of previous two research gaps and proposed a model of morphology for sustainable designing. This morphology was expected to provide creative designers with an operational method of approaching sustainability. It was validated through a dry run test using mobile phones as a sample product. The test pointed out new directions for improving the sustainability of products. These directions were not found to be adequately addressed in the literature, indicating the success of the proposed morphology.
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    Study of visual rhetoric and metaphors in Indian newspaper advertisements
    (2016) Bisoyi, Dandeswar
    Today, visual images play a vital role in delivering messages to target audience in Indian print advertisement. A lot of studies have been conducted to analyze the ways in which visuals impact consumer mind and trigger the decision process and brand awareness. Sheer visibility of printed advertising is necessary for useful information perception. In Indian, newspaper advertisement information about indirect persuasion of visuals is missing. Therefore this work studies the possibilities and effects of visual metaphors and rhetoric. Such area as billboard and newspaper ad is paid precise attention. Here metaphors and rhetoric are less evident and clear than in verbal communication. Advertisement designs allow companies to understand the impact of design choices on the message communication. The ability of visual metaphors and rhetorical figure to convey the message is precisely analyzed in this research. Their contribution to brand recognition in the print media (newspaper) is also explored. Moreover, comparing the metaphor and rhetoric, visual appeals are studied too. It is considered that rhetoric or indirect, metaphorical claim makes viewers more involved and interested in the brand. Additionally, when they take the form of an image or picture, people are likely to perceive the given information better. The research aim of this study is to explore the role of visual metaphor and rhetoric and to analyze the most appropriate visual advertising communication tools in Indian print advertising. Conducting this research, the primary focus was directed to determining if the product`s visual appeal provides sufficient information for customer brand recognition.