Transfer of materiality. A method for transmission through visual communication

Abstract

When shopping online, but also when browsing through product catalogues, we are limited to perceiving mere representations of the products without the possibility of physically touching them. It is a significantly different experience than shopping in a physical context. This thesis builds on this observation and on the question of what consequences the lack of materiality has for the corresponding media, what problems arise from this and how they can be solved through visual design possibilities. To begin, the first question to be clarified is what materiality actually is and, in particular, how a designer can conceive of it in a meaningful way. Since there are already countless impulses from other sciences, drawing inspiration from various disciplines, the approach of this work is to understand materiality in the context of design and to make this definition usable for designers. The ultimate goal is to find a way to visualize the materiality of an object. In the process, a remarkable scope for interpretation and an almost infinite variety of possibilities for implementation become apparent. However, this abundance of options also reveals a certain level of arbitrariness in the results. Consequently, the analytical approach I propose involves designing a methodology based on precise observation and examination of the object, exploring its materiality and understanding its relevance in the specific context in which it exists. By doing so, the object is grasped both in its physicality and in its role within various contexts, whether it be within an online shop or within a broader social and cultural framework. The method thus provides the framework for a transfer and makes it possible to grasp and become aware of the materiality of almost all objects in a meaningful way. To demonstrate the practicality of this approach, a case study focuses on the design of an experimental online shop in the realm of fashion design. Within the webshop three blouses with different material qualities are compared. This investigation aims to assess how the methodology can address existing challenges in e-commerce and other material-free media platforms. By applying the methodology in this context, we can explore its effectiveness and potential for enhancing the online shopping experience, providing a deeper connection to products and their material qualities. The outcome of the research aims to bridge the gap between the virtual and physical realms by exploring the possibility of transferring materiality. Establishing a methodology for understanding and visualizing materiality enriches digital experiences and overcomes the limitations imposed by the absence of physical touch. Recognizing and addressing the challenges posed by the lack of materiality allows for reimagining and enhancing the ways in which products are presented within the digital sphere. Through this exploration, I strive to create a more engaging and meaningful connection between consumers and the products they encounter in the digital landscape.