Synthesis

Feb 6, 20160 likes243 views

The document discusses attributes like practical vs impractical, contemporary vs classic. It introduces the concept of a semantic differential scale to evaluate these opposing attributes and suggests creating a 2x2 grid to plot where different attributes fall on the scales.

what are the attributes that jump out at you?
A
C D
B

consider the opposites of these attributes

consider the opposites of these attributes
FAST

consider the opposites of these attributes
FAST SLOW

consider the opposites of these attributes
FAST PRACTICAL

consider the opposites of these attributes
IMPRACTICLE PRACTICAL

consider the opposites of these attributes
IMPRACTICLE PRACTICAL
NEW

consider the opposites of these attributes
IMPRACTICLE PRACTICAL
NEW OLD

consider the opposites of these attributes
IMPRACTICLE PRACTICAL
NEW CLASSIC

consider the opposites of these attributes
IMPRACTICLE PRACTICAL
CONTEMPARARY CLASSIC

semantic differential scale
PRACTICALIMPRACTICLE

semantic differential scale
CONTEMPARARY CLASSIC
PRACTICALIMPRACTICLE

create a 2 x 2
CONTEMPARARYCLASSIC
PRACTICAL
IMPRACTICLE

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The document discusses Semantic Differential (SD), a tool used in design to understand the connotations of design features during early ideation. SD involves creating a list of opposite adjectives, selecting participants, and interpreting results. It provides examples of adjective pairs used in SD like weak-strong and young-old. The document recommends using SD to get neutral people to rapidly assess design ideas, avoiding bias by not using friends/family, asking a few questions, and focusing on quality over quantity of responses. Results should be interpreted wisely and the SD reevaluated if unrealistic.

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