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Onderwerpen

Wat is design?

Design en de Apple-droom

Wat is Dutch design?

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Waarden

Instrumentele waarden:

Wat voor product wil ik hebben?

Expressieve waarden:

Wat voor iemand wil ik zijn?

Impressieve waarden:

Wat ik wil ik beleven/ervaren?

Centrale waarden:

Wat voor soort leven wil ik leven?

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Waarden

CENTRAAL

IMPRESSIEF

EXPRESSIEFINSTRUMENTEEL

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Apple

Visie: ‘There is a great unexploited potential of creativity

and intelligence in every individual’

Missie: ‘To make the power of computing totally

subservient to the stimulation of people’s intelligence

and creativity’

Ambitie: ‘To become the brand that is indispensable to

anyone willing to develop its mind-power’

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Apple: instrumenteel

iPOD

iMACiTUNES

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z

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z

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Apple: expressief/impressief

iPOD

APPLE STORESCAMPAGNE

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Apple: centraal

iPOD

JOBSAPPLE

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39

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40

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49

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50

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51

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57

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66

quality

competence

statusintelligence

innovation

individuality

Continuity

temptation

attractivenessbeauty

femininityenjoyment

self-esteemrelaxation

fununworried

optimism

natural

romance

equalitylove

happiness

sociability

friendshiphealth

honestyquietness

harmony

reliabilitycare

simplicity

satisfaction

respect

loyalty compassion

family life

responsibility

safety

acceptancedurability

security

tradition

maturity

ecology

patriotism

culture

reasonefficiency

luxurypower

experience

success

progress

ambitionindependence

emancipation

initiativeself-confidence

self-expression

popularity

creativitychallenge

contemporarydynamic

strengthcourage

freedom

masculinity looks

sportsmanshipvariety

youngvitality

adventure

self-consciousness

authoritywarmth

energy

dependability

trust

Dutch design

Vitality

Mastery Harmony

>

67

individuality

Continuity

temptation

attractivenessbeauty

femininityenjoyment

self-esteemrelaxation

fununworried

optimism

natural

romance

equalitylove

happiness

sociability

friendshiphealth

honestyquietness

harmony

reliabilitycare

simplicity

satisfaction

respect

loyalty compassion

family life

responsibility

safety

acceptancedurability

security

tradition

maturity

ecology

qualitypatriotism

culture

reason

competence

efficiency

luxurypower

status

experience

intelligence

success

innovation

progress

ambitionindependence

emancipation

initiativeself-confidence

self-expression

popularity

creativitychallenge

contemporarydynamic

strengthcourage

freedom

masculinity looks

sportsmanshipvariety

youngvitality

adventure

self-consciousness

authoritywarmth

energy

dependability

trust

Dutch design vs German design

Vitality

Mastery Harmony

>

68

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69

>

70

quality

competence

statusintelligence

innovation

individuality

Continuity

temptation

attractivenessbeauty

femininityenjoyment

self-esteemrelaxation

fununworried

optimism

natural

romance

equalitylove

happiness

sociability

friendshiphealth

honestyquietness

harmony

reliabilitycare

simplicity

satisfaction

respect

loyalty compassion

family life

responsibility

safety

acceptancedurability

security

tradition

maturity

ecology

patriotism

culture

reasonefficiency

luxurypower

experience

success

progress

ambitionindependence

emancipation

initiativeself-confidence

self-expression

popularity

creativitychallenge

contemporarydynamic

strengthcourage

freedom

masculinity looks

sportsmanshipvariety

youngvitality

adventure

self-consciousness

authoritywarmth

energy

dependability

trust

Dutch design vs Scandinavian design

Vitality

Mastery Harmony

>

71

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72

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73

quality

competence

statusintelligence

innovation

individuality

Continuity

temptation

attractivenessbeauty

femininityenjoyment

self-esteemrelaxation

fununworried

optimism

natural

romance

equalitylove

happiness

sociability

friendshiphealth

honestyquietness

harmony

reliabilitycare

simplicity

satisfaction

respect

loyalty compassion

family life

responsibility

safety

acceptancedurability

security

tradition

maturity

ecology

patriotism

culture

reasonefficiency

luxurypower

experience

success

progress

ambitionindependence

emancipation

initiativeself-confidence

self-expression

popularity

creativitychallenge

contemporarydynamic

strengthcourage

freedom

masculinity looks

sportsmanshipvariety

youngvitality

adventure

self-consciousness

authoritywarmth

energy

dependability

trust

Dutch design vs Italian design

Vitality

Mastery Harmony

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74

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75

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76

Dutch design waarden

Drives (BBDO):

Contemporary

Creativity

Freedom

Individuality

Self-expression

Centrale waarden (Van de Pol en Laskaris):

Vrijheid

Zelfrealisatie

Individualiteit