Models and Ideology in Design

Abstract

Models play a number of roles in design. Models may assist designers in the solution of technical problems. In addition, models model may assist designers in achieving ideological goals. Ideological goals of designers could include respect for cultural norms, such as the distinction between masculine and feminine, or adherence to a design design paradigm, such as modernism. In this latter role, design models could be compared to model citizens, that is, community members of exemplary character. Use of such models helps designers to produce solutions that fit with the prevailing norms of good design and to promote the standards of design paradigms. For example, the Ville Savoye house was designed by Le Corbusier using ships as models both to solve technical problems of accommodation but also to visibly promote the modernist design paradigm. The purpose of this chapter is to review examples of models that serve this last ideological function. Design ideologies reviewed include revivalism, modernism, industrial design, and biomimicry. Each of these paradigms is characterized by a set of values that designers seek to reflect and promote through their works. There is no finite or canonical list of design ideologies but this set is widely known and acknowledged. So, these examples illustrate how models may serve ideological functions in various design disciplines.