The replacement of conventional material with recyclates affects product personality, particularly regarding sustainability aspects influencing consumer behaviour. A definition of personality for products made of recyclates is missing in literature. As these products require appropriate aesthetics based on material origin to communicate the advantage concerning sustainability, there is a need for research in this regard. This paper aims to develop an adequate personality of a reusable water bottle made of ocean plastic by collecting personality traits that evoke associations related to the material's origin and sustainability. We conducted two quantitative field studies. Study 1 collected associated visual perceived attributes and context-related personality traits in order to develop and visualize a preliminary design. Study 2 evaluated the design regarding associated personality traits. The overall outcome was a product personality scale consisting of 23 items plus a concrete design recommendation for a water bottle made of recycled ocean plastic. The assessment of degree of sustainability was strongly influenced by participants’ associations with personal use, familiarity with usage and the factor of stability and resilience.

Talking about design, most discussions circulate around physical objects or products, around their invention, development, production and marketing. While most modern design approaches do also cover questions pertaining to human interaction, e.g. within user- or human-centred design philosophies, a systematic and fundamental conception of the role and implications that human perception and emo-cognitive processing take with regard to designing physical goods is lacking. Under the umbrella term ‘Psychology of Design’, I will develop and elaborate on psychological dimensions that are highly relevant to the optimization and evaluation of design. I propagate a general psychological turn in design theory and practice in order to purposefully include not only the top-down processes triggered by context, framing, expectation, knowledge or habituation but also the psychological effects of Gestalt and Zeitgeist. Such psychological effects have the potential to determine whether the very same physical design will be aesthetically appreciated, desired, loved or rejected in the end. Psychology of design has a tremendous influence on the success and sustainability of design by triggering associations and displaying demand characteristics in a multimodal way. The paper is based on fundamental psychological theories and empirical evidences which are linked to applied examples from the world of art and design.

Design by analogy is a powerful part of the design process across the wide variety of modalities used by designers such as linguistic descriptions, sketches, and diagrams. We need tools to support people's ability to find and use analogies. A deeper understanding of the cognitive mechanisms underlying design and analogy is a crucial step in developing these tools. This paper presents an experiment that explores the effects of representation within the modality of sketching, the effects of functional models, and the retrieval and use of analogies. We find that the level of abstraction for the representation of prior knowledge and the representation of a current design problem both affect people's ability to retrieve and use analogous solutions. A general semantic description in memory facilitates retrieval of that prior knowledge. The ability to find and use an analogy is also facilitated by having an appropriate functional model of the problem. These studies result in a number of important implications for the development of tools to support design by analogy. Foremost among these implications is the ability to provide multiple representations of design problems by which designers may reason across, where the verb construct in the English language is a preferred mode for these representations.

Analyses of styles in design have paid little attention to how people see style and how designers use perceptions of style to guide designing. Although formal and computational methods for analyzing styles and generating designs provide impressively parsimonious accounts of what some styles are, they do not address many of the factors that influence how humans understand styles. The subtlety of human style judgments raises challenges for computational approaches to style. This paper differentiates between a range of distinct meanings of “style” and explores how designers and ordinary people learn and apply perceptual similarity classes and style concepts in different situations to interpret and create designed artifacts. A range of psychological evidence indicates that style perception is dependent on knowledge and involves the interaction of perceptual recognition of style features and explanatory inference processes that create a coherent understanding of an object as an exemplar of a style. This article concludes by outlining how formal style analyses can be used in combination with psychological research to develop a fuller understanding of style perception and creative design.