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Abstract: Collective memory is a psychological and sociological concept. This theory provides a reference for defining the characteristics of a community from the perspective of memory. Further research also shows that its internal connection to culture and community. This has many similarities with user research in product design. By focusing on typical or iconic products, objects, or the interacting procedure in a certain period of time, the memory about a certain kind of product that shared by a community can be found for which provides product designers with a way to understand a particular group of people and their product preferences. This article mainly takes China in the 1990s as the main research object, with a focus on analyzing the core of classic products that providing familiarity and psychological or emotional resonance to the new products.
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