intent + interpretation

meaning in design
I think Toyota’s Prius look like a hefty loaf of bread- an inedible metallic hunk of mass that comes in an array of somber colors. I used to think that, because of its quiet engine, it would make the perfect getaway car. For about a block, that is, until its pursuers caught up with it in a matter of seconds. And, it certainly doesn’t do your wallet a favor. How much you save on gas as compared to how much more you’ve paid for the vehicle won’t be profitable for some time. So why is it so popular?

The Prius offers a unique power train system that combines an electric motor and internal combustion engine together. The braking system collects energy that is usually lost as heat and converts it into electricity to recharge the battery in the car. All the science and engineering stuff aside, what does this mean for us practically? It means lower emissions and greater fuel efficiency, which equates to “better for the environment” and “lower gasoline consumption.” These two aspects appeal to green-culture conscious people.

So what is Toyota actually intending by designing, marketing and selling this vehicle? Let’s say that they are truly eco-conscious idealists and desire to create a product that is less detrimental to the environment. And through the design of this vehicle, they hope to encourage Prius users to live “greener” lifestyles which in turn will decelerate global warming, revive species on the brink of extinction, decrease our oil gulping tendencies and let us live as a big, earth-loving family.

If this is truly the designers’ intent (which is, by the way, a really limited view, and I do not think that this is Toyota’s sole intent with the Prius), do the users respond in a way that is consistent with their intentions? The Prius’ unique look serves as a badge of green-ness for consumers. Lower gas bills and lower emissions scream, “Look! I’m green!” Simply by buying this car and driving it around, it means I’m green. But does it really? Does living a greener lifestyle mean spending big bucks on a vehicle that gets a few more miles per gallon? Or rather, is living green a total life style change that entails much more than the cars we drive? And has the Prius designer succeeded in provoking the Prius user to lead a more eco-conscious lifestyle? I think some Prius users are more concerned about their savings at the pump or the green image they project by purchasing the vehicle that is the cultural epitome of green-ness in American transportation. By purchasing and using this item, they have done their jobs as responsible citizens of the world.

This is not to say that the Prius hasn’t made a positive contribution. In fact, it has, and I think it’s a beginning step in the right direction for design that is sensitive to the effects of man’s behavior on the environment. I set up this discussion not so much to talk about the Prius ad nauseam but rather to illustrate the difference between intent and interpretation. The designers may have intended for the Prius to be the starting point for a green conscious lifestyle. But what happens after the customer takes it home is out of their direct control. After this purchase, do they begin to remodel their houses to adhere to green standards? Is the fridge stocked with only locally grown produce? Do they reduce their habits of consumption?

Much of design is not only what the creator has made, but how the user interprets and uses it. The designer can predict how a consumer will respond and make design decisions based upon research and experience, but prediction and reality are not synonymous. So while, yes, a designer can design something to influence the user to act a certain way, that doesn’t necessarily mean he or she will. The designer can create the perfect ergonomic handle with every visual and tactile indication of how to implement it, and still, someone will find a way to use it incorrectly. Or in terms of the Prius, many customers may not be concerned with saving the environment. Instead they desire to be a part of the new green trend while saving a few at the pump. Therefore, meaning in design is not determined solely by the designer. The audience’s response to design contributes to meaning as well. Thus, in design, there is this dialogue between designer and audience: intent and interpretation.


For those who are interested in reading more about the Prius or the green-ness trend:
"Being Skeptical of Green"
"How Green is the Toyota Prius?"
"Hybrid Marketers Might Take a Lesson from Toyota"