雷蒙德·罗维:为消费文化而设计

RAYMOND LOEWY:DESIGN FOR THE CONSUMER CULTURE

为了深化对于第一代商业设计师的设计研究,拓展西方设计史的研究范围。通过追溯罗维的职业生涯过程和设计作品,分析得出罗维产品设计观念的核心问题。以基士得耶复印机、冰点冰箱和幸运牌香烟为例,探讨罗维的商业设计法则。研究发现罗维设计问题的核心在于形式美,其目的在于通过形式美而引发消费者的购买热情,促使企业扩大销售额从而降低生产成本,从而消费者以低廉的价格使用安全舒适与简洁优雅的产品。雷蒙德·罗维是20世纪颇具商业化特征的设计师,其职业生涯贯穿于美国社会的消费文化中。

In order to deepen the research on design works of the ?rst generation of commercial designers and expand the research scope of western design history.By tracing Loewy’s career process and design works,it is concluded that Loewy the core issues of product design. Taking Gestetner photocopier,Coldspot freezer and Lucky Strike cigarettes as examples,It explores Loewy’s commercial design principles.The research finds that the core of Loewy’s design problem is formal beauty. Its purpose is to arouse consumers’ purchase enthusiasm through product beauty,promote enterprises to expand sales and reduce production costs,so that consumers can use safe,comfortable and simple and elegant products at low prices.Raymond Loewy is a commercial designer in the 20 th century. His career runs through the consumer culture of American society.