Design and Applied Technology (Secondary 4 – 6) Compulsory Strand 3 Value and Impact [Learning Resource Materials] Resource Materials Series In Support of the Design and Applied Technology Curriculum (S4 – 6) Technology Education Section Curriculum Development Institute Education Bureau The Government of the HKSAR Developed by Institute of Professional Education And Knowledge (PEAK) Vocational Training Council
Technology Education Section Curriculum Development Institute Education Bureau The Government of the Hong Kong Special Administrative Region Room W101, 1/F, West Block, Kowloon Tong Education Service Centre, 19 Suffolk Road, Kowloon Tong, Hong Kong Reprinted with minor amendments 2010 Project Advisor: Mr. O Hin Ming, Brian (Head, Department of Engineering, IVE/ Tsing Yi, VTC) Authors Miss Chan Yat Ning, Vicky Mr. Cheng Che Yung, Andrew Mr. Chu Kin Cheong Mr. Fung Ka Shuen Mr. Fung Siu Kei, Ringo Mr.
PREFACE A set of curriculum resource materials is developed by the Technology Education Section of Curriculum Development Institute, Education Bureau for the implementation of the Design and Applied Technology (Secondary 4-6) curriculum in schools. The aim of the resource materials is to provide information on the Compulsory and Elective Part of the DAT (Secondary 4-6) to support the implementation of the curriculum.
CONTENTS Introduction Chapter 1 – Values in technology and design 1 1.1 The changing roles of the designers and engineers in society 2 1.2 Intellectual property 8 1.3 Product evaluation 13 1.4 Environmental responsibility 21 1.5 Appropriate technology 29 Chapter 2 – Historical and cultural influences 35 2.1 Evolution of craft and design 36 2.2 Design and culture 44 2.3 New technology 49 Chapter 3 – Entrepreneurship and enterprise 54 3.1 Competitive edge of Hong Kong 55 3.
Design and Applied Technology (Secondary 4-6) Strand 3 INTRODUCTION The roles of designers and engineers in product design and to the society as a whole are very important because they are responsible for the making of products which are contributing to the wealth of the society, the growth of economy and preserving the environment.
Concept Map Link to other Strand(s) or module(s) if necessary 1.3 Product evaluation 1.2 Intellectual property Link to other Strand(s) or module(s) if necessary 1.1 The changing roles of the designers and engineers in society The material, production and sale of product influence the environment 1.4 Environmental responsibility Topic 1 – Values in technology and design 1.5 Appropriate technology Strand 3 Value & Impact 2.
Design and Applied Technology (Secondary 4-6) CHAPTER 1 VALUES IN TECHNOLOGY AND DESIGN This chapter covers topics on: (a) (b) (c) (d) (e) The Changing Roles of the Designers and Engineers in Society Intellectual Property Product Evaluation Environmental Responsibility Appropriate Technology These topics include learning materials and activities that facilitate the students to (i) (ii) (iii) (iv) (v) Identify the impact and value of design; Understand the value of intellectual property; Analyse and ev
Design and Applied Technology (Secondary 4-6) 1.1 THE CHANGING ROLES OF THE DESIGNERS AND ENGINEERS IN SOCIETY Designers and engineers are important to society in the sense that they help (a) (b) (c) (d) Build society; Shape culture; Enrich people’s quality of life; and Contribute to the economy’s growth. Designers and engineers should not only design and fabricate products that meet user’s needs, but also observe their roles on social responsibilities. 1.1.
Design and Applied Technology (Secondary 4-6) Being an international organisation specializing in toy design, Hasbro has its own research and development team. The team is responsible for studying, designing and building toys, such as Transformers. The attractiveness of their products partly comes from the need for players to exercise imaginations and skills while playing. The toys challenge the players with complicated engineering structures and countless assembly combinations. 1.1.
Design and Applied Technology (Secondary 4-6) examination of what can cause harm to people and how the product is built in accordance to the health and safety regulations. Unsafe products can be subject to recall which ends up the loss of everything. Other concerns include, but are not limited to: (a) As an integrated approach, how a product is manufactured, stored, carried, used, disposed and recycled; (b) The possibility and impact of hazards when a product is used.
Design and Applied Technology (Secondary 4-6) 1.1.3 Social Responsibilities: Professional Ethic and Disposal of Products The topic of social (corporate) responsibilities is hot in society; designers and organisations have to observe without exception. It is important that designers be aware of the consequences that their designs may lead to the product users and society as a whole.
Design and Applied Technology (Secondary 4-6) H I G H L I G H T Social responsibilities Social responsibility refers to the quality associated with good and high-quality designers and engineers. Explain the consequences of waste disposal if social responsibilities have not been taken up properly. 1.1.4 Make informed decisions on purchasing manufactured products A product causing the least problems and welcomed by users can be considered as quality design and engineering work.
Design and Applied Technology (Secondary 4-6) Recyclable Products Product requires guaranteed repair and maintenance.
Design and Applied Technology (Secondary 4-6) 1.2 INTELLECTUAL PROPERTY ‘Intellectual property’ refers to intangible property rights. It is different from physical property rights of tangible objects. The family of intellectual properties have members of trademarks, patents, copyright, registered designs, etc. They are living around us, such as brand names, logos on clothes, articles in newspaper, TV programmes, pop songs, films, computer games, and fashion designs.
Design and Applied Technology (Secondary 4-6) symbol itself does not mean the item has been registered. The valid period of copyright protection is 15 years or more in general. A full period for an artistic work covers the life of the author plus 50 years after the author’s departure. 1.2.3 Patent Inventions are protected by patent registration which gives exclusive rights to the inventors or patent owners. A patent holder can manufacture, use and sell products on the patented invention.
Design and Applied Technology (Secondary 4-6) 1.2.5 Registered Design Generally speaking, a design refers to a new configuration, patterns, ornament shape that is applied to an article by an industrial process, and whose features appeal to and are judged by the eyes. A registered design is one registered and thus protected. Only new designs are eligible for registration.
Design and Applied Technology (Secondary 4-6) 1.2.6 Summary What is the importance of intellectual property (IP) to evolution of civilization? IP encourages innovation and creativity that lead to evolution of civilization. There are four main types of IP illustrated with mobile phones as follows: (a) Patents The technical and functional aspects of the products and processes are protected by patents.
Design and Applied Technology (Secondary 4-6) S T O P A N D T H I N K Case Study Describe how the design of a product in the market can be protected from unlawful duplication.
Design and Applied Technology (Secondary 4-6) 1.3 PRODUCT EVALUATION The process that determines the quality of a product is called ‘product evaluation’. Such a process is of great importance throughout the product development cycle. Whether it is a comparison among existing products in the research stage, or a selection among potential concepts in the development stage, a proper evaluation is required for the decision making.
Design and Applied Technology (Secondary 4-6) A design sketch (a) Verbal Description It is cheap and useful, especially when the operations and use of a product are presented. However, this method is not comprehensive. (b) Flowcharts Flowcharts are good for presenting the operations of a product. However, some people may not understand the standard flowcharts.
Design and Applied Technology (Secondary 4-6) 3D CAD drawing (d) Mock-ups Actual 3 dimensional models made of paperboard or cardboard can help as well. In some cases, the models are built in actual scale. Such models sometimes are used as preliminary prototypes. Materials to build 3D models (e) Virtual Prototyping (VP) VP enables animation, showing, for example, the operation of a product, in a computer screen.
Design and Applied Technology (Secondary 4-6) 3D virtual model showing the major parts of a Toy Truck (f) Simulation Simulation by CAD software can be used to simulate and evaluate the performance of a product or a component of a product. Quantitative and qualitative information of the performance, such as under a bending load, of the tested object can be collected through mathematical methods.
Design and Applied Technology (Secondary 4-6) The prototype of a game character 1.3.2 Points of View in Evaluation The following parties are often involved in the evaluation of a product proposal: 1. Potential users, 2. Manufacturers and technologists, 3. Marketing people and organisations, 4. Outsiders, and 5. Schools or associations of professional designers 1.3.3 Evaluation Matrix Evaluation or concept selection matrix is one of the most common decision tools in product development.
Design and Applied Technology (Secondary 4-6) 1.3.4 1. 2. 3. 4. Methodology Establish evaluation criteria Prepare the evaluation matrix Rate the concepts/products Rank the concepts/products The first step of the analysis is to make a table showing all important attributes of the proposals and their weights. The weights are set up when the desirable product attributes are first defined. As a basis, one may use the table for the product concept.
Design and Applied Technology (Secondary 4-6) The following are some questions that may facilitate the product design process: Product Evaluation Criteria Aesthetics Available Resources Design for manufacturing Ergonomics Ethics Function Market Potential Price / Cost Product life span Quality Safety Time Usability Questions to Ask (a) Does the product look nice? (b) Is it well finished? (c) Is it appreciable to the target customers? Are the materials, tools, machines and other necessary resources rea
Design and Applied Technology (Secondary 4-6) 1.3.5 Techniques Related to Product Evaluation A good product design is expected to keep the product’s production cost as economic as possible. ‘Performance-cost Comparison’ is one of the many tools for verifying the above expectation. ‘Value Analysis’ can facilitate the reduction of the product cost in case the cost is considered higher than acceptable.
Design and Applied Technology (Secondary 4-6) 1.4 ENVIRONMENTAL RESPONSIBILITY Sustainability requires the participation of all disciplines as well as all workforce levels, while legislation provides a bottom-line for environmental protection. Generally speaking, sustainable development has to balance three aspects, namely (a) Environmental protection, (b) Social responsibility, and (c) Economical responsibility.
Design and Applied Technology (Secondary 4-6) Engineers can improve environment by better designs 1.4.2 Sustainable development: Environmental Issues Greenhouse effect is a result from the absorption of heat generated by greenhouse gases into the atmosphere, and the re-radiation downward of some of that heat. The greenhouse gases ‘create’ a greenhouse to ‘trap’ heat in the lower atmosphere. The top concern of the present is the intensification of the greenhouse effect by human activities.
Design and Applied Technology (Secondary 4-6) A schematic representation of the exchange of energies between outer space, earth's atmosphere and earth’s surface is shown above. The greenhouse effect is characterized by the ability of the atmosphere to capture and recycle the energy emitted by the earth surface. The release of chlorofluorocarbons (CFC’s) from manufactured products leads to atmospheric ozone layer depletion.
Design and Applied Technology (Secondary 4-6) Use recyclable materials Use natural energy source Developing a good user habit S T O P A N D T H I N K Moon cake boxes have been criticized by people for their environmental unfriendliness. Suggest how the boxes can be designed to address the issue.
Design and Applied Technology (Secondary 4-6) 1.4.3 Sustainable development: Clean Technology Due to legislative requirements, customers’ and other pressures as well as the realization of the importance of sustainable development to the future, the business world is increasingly adopting clean technology.
Design and Applied Technology (Secondary 4-6) Clean Technology for clean energy S T O P A N D T H I N K Discuss whether a motion light torch is a cleaner technology than a battery light torch. 1.4.4 Sustainable development: Green Design Green design, ‘eco-design’ and ‘design for environment’ all refer to the incorporation of the principles of economic, social and ecological sustainability into designing physical objects.
Design and Applied Technology (Secondary 4-6) Eco-design bags – bio-decomposable material The most important goal of green design is to produce environmental friendly products or services. In other words, the products or services are expected to use less non-renewable resources, create minimal environmental impact and re-establish the relationship between people and the natural environment. Sustainable design on the other hand is considered necessary for achieving sustainability.
Design and Applied Technology (Secondary 4-6) Raw materials Gaseous waste Energy Manufacturing processes Solid waste Liquid waste Energy waste Emissions into the atmosphere Products Environmental life-cycle analysis for a manufacturing process D O (a) (b) (c) T H E R I G H T T H I N G Why should products be recyclable? What damages can be made to the earth if designers and engineers do not pay attention to environmental issues? Can home appliances be replaced by environmental friendly ones? 2
Design and Applied Technology (Secondary 4-6) 1.5 APPROPRIATE TECHNOLOGY Most, if not all, manufacturers want to produce more competitive products and gain a larger market share. To do so, manufacturers have to manage different uncertainties, such as everfluctuating demands and, perhaps more importantly, the use of appropriate technology. For designers and engineers, they can help the manufacturers by choosing appropriate technologies for producing winning products. 1.5.
Design and Applied Technology (Secondary 4-6) PCB for a variety of technology applications People might argue that ‘appropriate technology’ for a technologically advanced society implies a more expensive and complicated technology. How products can be manufactured time-to-market and at the lowest possible cost for competitive pricing in the market is a never-ending concern for manufacturers. Good news is that there are increasingly sophisticated software tools enhancing the production process.
Design and Applied Technology (Secondary 4-6) S T O P A N D T H I N K Case Study Explain why Tsing Ma Bridge uses the much more expensive induction lamps instead of those of lower costs. 1.5.2 Balancing criteria and exercising value judgment Due to different opinions and conflicting interests on a product, it is not unusual that stakeholders engage in heated debates or even confrontations.
Design and Applied Technology (Secondary 4-6) An ideal design product: fit for purpose, easy and comfortable to use, affordable, reliable, low cost, safe to use, and environmental friendly In order to maintain the position of a product in the market, manufacturers have to keep analysing and evaluating their products.
Design and Applied Technology (Secondary 4-6) Some example of consumer products that require frequent analysis and evaluation are shown as follows: Digital Cameras Fitness Bike Washing Machines S T O Mobile Phones Toys P A N D Navigation Systems T H I N K Case Study What are the conflicting interests and benefits of the stakeholders, such as clients (or users), wholesaler/distributors, material suppliers, designers and manufacturers? 33
Design and Applied Technology (Secondary 4-6) S T O P A N D T H I N K Case Studies Focus on Problems vs. Focus on Solutions Case 1 ‘Empty soap box’ is a classic management case. It happened in very large cosmetics companies. One day, a consumer complained that the box of soap he bought was empty. The authorities of the company immediately isolated the problem to the assembly line.
Design and Applied Technology (Secondary 4-6) CHAPTER 2 – HISTORICAL AND CULTURAL INFLUENCES This chapter covers topics on: (a) (b) (c) Evolution of Craft and Design Design and Culture New Technology These topics include learning materials and activities that facilitate the students to: (i) Understand the development of craft and production technology; (ii) Understand the impact of design on culture; and (iii) Understand the impact of new technologies on the quality of life.
Design and Applied Technology (Secondary 4-6) 2.1 EVOLUTION OF CRAFT AND DESIGN Evolution and advancement of design never stops. Design makes people’s dreams come true. Among others, craft and design has long been part of human’s history. Its development can be divided into five important periods, namely (a) Application of Natural Resources, (b) Spread of Publishing Techniques, (c) Steam power and Industrial Revolution, (d) Electricity and Modern World, and (e) Computer and Information. 2.1.
Design and Applied Technology (Secondary 4-6) Stone arrow head (b) Stone-made tool Spread of Publishing Techniques The first movable-type printing machine was invented in around 1450 AD. This invention opened the chapter of mass replication of books, more importantly, the wide exchange of knowledge. Since then, knowledge of natural science, medical, engineering, mineral extraction, metal refining spread, and techniques were improved.
Design and Applied Technology (Secondary 4-6) (d) Electricity and Modern World Electricity emerged in the 1870’s. It has completely modernized the world and enhanced human beings’ living quality. With electricity, various electrical appliances, such as airconditioners, computers, televisions and cookers, were invented. (e) Computer and Information John Bardeen and Walter Brattain invented transistors in 1947.
Design and Applied Technology (Secondary 4-6) and flowers, leaves, birds, insects and women with flowing hair. Particularly, Louis Comfort Tiffany’s stained-glass windows and lamps are major representatives of the Art Nouveau style. Art Nouveau begun in the early 1880’s and lasted until the beginning of the 1900’s.
Design and Applied Technology (Secondary 4-6) (b) Bauhaus A school of design in Weimar, Germany, called Bauhaus, was founded in 1919 and ended up with political forced close down by Nazi party in July 1933. Bauhaus had profound influence upon subsequent developments in art, architecture, graphic design, interior design, industrial design and typography in 20th Century. The 1st headmaster was a renowned architect Walter Gropius (1919~28).
Design and Applied Technology (Secondary 4-6) The Barcelona chair by Mies Van der Rohe is a classic example of Bauhaus “form follows function” design style (c) Modernism Modernism refers to the cultural movements developed from the changes in Western society between the late 19th and early 20th centuries. There was a series of reforming movements in art, architecture, music, literature and the applied arts.
Design and Applied Technology (Secondary 4-6) A streamlined locomotive designed by Henry Dreyfuss (d) Design in the 1950s and 1960s A major characteristic of the designs during the 1950’s and 1960’s is perhaps the fullness of contradictions among the designs. Therefore, it is difficult for one to characterize or generalize them. When Henry Dreyfuss was working hard on human factors engineering, automobile manufacturers in Detroit were designing cars hard.
Design and Applied Technology (Secondary 4-6) The 1980’s was an age of convenience products. Since the 1990’s, environment friendly products started being the mainstream. Designers, or the public to be exact, are increasingly concerned about the green topic. Their designs inclined to use as few materials as possible for conserving natural resources and reduction of waste, and among those necessary, use as many environmentally safe materials as possible.
Design and Applied Technology (Secondary 4-6) 2.2 DESIGN AND CULTURE Culture is a collective lifestyle of a group of people of a particular space and time. Culture may be reflected in cloths, tools, any objects related to those people’s daily life. Cultural background is a building of idea generation: individuals of different cultural, family, academic, etc backgrounds generating their own ideas with respect to different contexts.
Design and Applied Technology (Secondary 4-6) For example, in the area of design, eastern cultures focus more on the contextual elements that work together to build the design. Western cultures incline to focus on an object. With the role of culture in mind, designers can absorb, embrace and take advantage of different cultural values, modern design opportunities and technologies.
Design and Applied Technology (Secondary 4-6) The US design style was and is considered a kind of material excessiveness. There has been no dominated school of thoughts; but in recent years, environmental conservation and ergonomics are two popular topics. (b) European Design Industrial design was heavily affected by European culture, economic and technological development in the old days. Germany’s Bauhaus, which impacted the development of modern design theories and education, is a great example.
Design and Applied Technology (Secondary 4-6) (e) Scandinavian design Scandinavian countries are very stable and well developed economies after the World War II. These countries have a long history of putting people and society first in their designs, which are called Humane style. Ergonomics is an example. A Scandinavian design – Nokia 6300 mobile phone (f) Japanese Design Industrial design has been developed late in Asia.
Design and Applied Technology (Secondary 4-6) S T O P (a) (b) (c) A N D T H I N K Describe the major differences in the design of sport wear and accessories, such as cycling helmets, eyeglasses and swimsuits between the Chinese and the European markets. Comment on the two Barbie designs, i.e. Western and Arab. Describe the major differences in the design of a domestic kitchen knife between the Chinese and the European markets.
Design and Applied Technology (Secondary 4-6) 2.3 NEW TECHNOLOGY Due to the continuous research and development, scientists and engineers have kept giving birth to new and emerging technologies over the last century. The emerging technologies under the spotlight in recent years include nanotechnology, miniaturization, green manufacturing and engineering. Such technologies, together with new materials, have been applied to different manufacturing processes and, hence, have affected people’s daily life.
Design and Applied Technology (Secondary 4-6) Formation of acid rain Dumping of damaging agent Currently, about 90 percent of the energy consumed in the world is generated from fossil fuel. Up to this moment, the largest opportunity for environmental improvement in the aspect of power generation is high-efficiency-low-emission combustion engines. People are investigating how fuels can be converted into energy with as few pollutants created as possible.
Design and Applied Technology (Secondary 4-6) 2.3.2 New technologies to improve quality of life Nanotechnology is a star over the last decade. The changes brought by it to the modern life range from manufacturing to tools, materials, foods and cosmetics that enable people to manage large projects and to manufacture products for living and pleasures.
Design and Applied Technology (Secondary 4-6) Nano Devices Energy Nano Fabrics Cosmetics Nanotechnology Application Bio-engineering Defence Optical engineering Medicine & Drugs Nanotechnology applications Scientists and engineers make use the special properties of new materials to many applications in recent years. For example, some materials can change their shape or sizes when heated, or change from liquid to solid when placed near a magnet. Such materials are called smart materials.
Design and Applied Technology (Secondary 4-6) Electro-rheostatic (ER) materials will turn from a thick fluid (high viscosity; similar to motor oil) into an almost-solid substance within as soon (in milliseconds) as exposed to an electric field. The fluid state will be resumed almost as soon as the field is removed. ER fluids may simply be made of milk chocolate or cornstarch plus oil. They can be used in clutches and valves, and engine mounts for reduction of noise and vibration in vehicles.
Design and Applied Technology (Secondary 4-6) CHAPTER 3 – ENTREPRENEURSHIP AND ENTERPRISE This chapter covers topics on: (a) (b) (c) Competitive edges of Hong Kong’s manufacturing industry Procedures for a design to meet market aspirations Design strategies These topics include learning materials and activities that facilitate the students to: (i) (ii) (iii) (iv) (v) Understand Hong Kong’s small and medium-sized enterprises and their competitiveness; Understand the essentials of corporate strategy and b
Design and Applied Technology (Secondary 4-6) 3.1 COMPETITIVE EDGES OF HONG KONG’S MANUFACTURING INDUSTRY In Hong Kong, more than 90% of the businesses are small and medium-sized enterprises (SME). In other words; SME’s business is Hong Kong’s business. This section reviews the Hong Kong economy from the early 1950’s to today, and locate Hong Kong’s competitive edges that support Hong Kong and SME’s continuous economic growth. SME has been and is an important integral part of Hong Kong’s economy.
Design and Applied Technology (Secondary 4-6) 3.1.1 Competitive Edges of Hong Kong Human resources, the judiciary system, financial infrastructure, economy policy, tax system, political environment, relationship with the Mainland are all Hong Kong’s competitive edges and the foundation for the design and manufacturing industries. Hong Kong has long been considered having no natural resources but human resources.
Design and Applied Technology (Secondary 4-6) that it takes on its investments on marketing, research and design. One of the key success factors for a design leader is brand building. It may be the most difficult part for an enterprise to achieve, but it is also the cream of a business. A good brand guarantees product sales, such as Sony, Donald Duck and Nokia.
Design and Applied Technology (Secondary 4-6) Educational Product for Kids 3.1.3 Plush Toy Design Gaps and Options Sometimes, products and services have been redesigned or even require replacement in order to satisfy customer needs. The gaps between customer needs and an existing product or service come from the diminishing attraction or challenge of the product or service due to time effect, new trend of tastes or lifestyle.
Design and Applied Technology (Secondary 4-6) S T O P A N D T H I N K Discuss an entrepreneur activity which would help launch a watch design: (a) Design Leader; (b) Quick Follower; and (c) Me-too 59
Design and Applied Technology (Secondary 4-6) 3.2 DESIGN TO MEET MARKET ASPIRATIONS Marketing information is now an important integral part of a product design and development project.
Design and Applied Technology (Secondary 4-6) (b) (c) (d) Product Information – Clients have to provide basic functional and/ or aesthetic ideas on the new products. Market Information – Clients have to provide market information, such as retail prices, target users/ age groups, packaging methods, profit margins, quotas, and shipment schedule. Marketing Mix – Marketers have to analyse the 5 P’s, i.e. Product, Place, Promotion, Price and Packaging, of the products concerned.
Design and Applied Technology (Secondary 4-6) A marketing strategy is only a starting point. Upon the completion of a strategy development, the company have to fix its tactics (marketing mix), which are tools for achieving the strategic goals.
Design and Applied Technology (Secondary 4-6) (e) (f) (g) (h) 3.2.
Design and Applied Technology (Secondary 4-6) 3.2.5 (a) (b) (c) (d) (e) (f) (g) (h) 3.2.6 (a) (b) (c) (d) (e) 3.2.
Design and Applied Technology (Secondary 4-6) The components in a business plan A marketing plan is usually a collective work, regardless of the size of the project or the plan. Inputs from all relevant parties, such as finance, manufacturing, personnel, supply and marketing, are crucial to a comprehensive and balanced marketing plan. For example, based on their own expertises, professionals from different areas can justify and verify what is achievable and how goals are attained.
Design and Applied Technology (Secondary 4-6) The following is an example of a business plan’s projected income and expenditure section: Description Expenditure (HKD ‘000) Product Design Stages Income (HKD ‘000) 300 60 60 120 50 100,000 5,000 500 3,000 150 10,924 Stage 00 Stage 01 Stage 02 Stage 03 Stage 04 Costs for manufacturing and QA Promotion Commission Manpower Logistics Overhead (10%) Income from sales Total Net 120,164 200,000 200,000 79,836 The following is an example of a market plan’s to
Design and Applied Technology (Secondary 4-6) S T O P A N D T H I N K Draft a simple marketing plan for either one of the following products with 5 P’s to ensure that the product meets marketing aspirations. 1. Voice activated toy tank 2.
Design and Applied Technology (Secondary 4-6) 3.3 DESIGN STRATEGIES The competition of today’s business market is much intense than ever: keep reducing the product design and development time, enhancing quality control, increasing productivity and cutting price. In order to achieve all these and many other goals together, the seamless integration of people, product and strategy is of the utmost importance.
Design and Applied Technology (Secondary 4-6) Customers are to allocate their resources, such as money and time, for goods and services that they enjoy. In short, they want value for money. In general, customers consider price the most important factor for commodity goods, such as candle for lighting, and select products as cheap as possible if everything is equal.
Design and Applied Technology (Secondary 4-6) example, many Mickey Mouse products are manufactured in this way. As Hong Kong companies’ design level advances, some local companies adopt ODM, i.e. Original Design Manufacturing now. An ODM company, in addition to manufacturing, designs products for a brand company to sell under the latter’s brand. An ODM company may design the entire or part of a product, or complete the design of a product with a rough description of the product from a brand company.
Design and Applied Technology (Secondary 4-6) Hong Kong companies are also considered more resourceful, adaptable and responsive to their customers than their overseas competitors are. Besides, Hong Kong manufacturers properly take up social responsibility, such as work ethics, labour laws and environmental protection. S T O P (a) (b) (c) A N D T H I N K Describe what corporate strategies OEM, ODM and OBM companies should adopt. List what benefits OEM, ODM and OBM companies can enjoy.
Design and Applied Technology (Secondary 4-6) Theme-based Learning Theme 1 - Case Study of the Motion-Powered Light Torch This theme-based learning task enables you to (a) (b) (c) (d) (e) Understand the roles of designers and engineers; Understand the value of intellectual property; Understand how to evaluate a quality product; Be conscious of environmental protection; and Understand the value of applying appropriate technology to manufactured products. A.
Design and Applied Technology (Secondary 4-6) B. Motion-powered Torches Deficiencies (a) (b) State two potential deficiencies of a motion-powered torch compared with a batterypowered one. Suggest a solution to each deficiency mentioned in Part (a). C. Follow-up Activities (a) (b) (c) (d) (e) Generate a high-level design idea about an innovative motion-powered torch; Discuss how a design can be protected against unlawful duplication.
Design and Applied Technology (Secondary 4-6) Theme 2 - Case Study of the Evolution of Wire Rotary Dial Telephone to Wireless Mobile Phone This theme-based learning task enables you to understand (a) (b) (c) Evolution of craft and design of telephones, Design culture, and New technology for telephones. A. Background Telephones are a necessity for many people. The modern telephones have evolved from their past through stage after stage of renovation and revolution over a century.
Design and Applied Technology (Secondary 4-6) The transmitter receives the voice from a user, and converts the acoustic pressure waves produced by the voice into electric currents of different strengths. The ups and downs of these currents are transmitted along the telephone line to the receiving end. The receiver feeds the currents into its coil, which acts as a loudspeaker to reproduce the acoustic pressure waves of the transmitter to the recipient’s ear(s).
Design and Applied Technology (Secondary 4-6) Theme 3 - The Design of an Interactive Game for a Theme Park in Hong Kong This theme-based learning task enables you to understand different stages of a design process, design strategies, and also the efforts to inspire visitors. A. Background Many theme parks, such as Ocean Park and Disneyland in Hong Kong, are installed with interactive games or plays as to attract visitors. These games may be designed for single players or a group of players.
Design and Applied Technology (Secondary 4-6) Assessment Tasks Assessment Task 1 - Case Studies Case 1: Design a Lamp Shield Strategy and Activity Imagination can revive any residues, making an interesting and useful new life for them. (a) (b) Collect a considerable amount of identical residues, such as plastic bottles and aluminium cans; and Design and construct a lamp shield with the design principle of ‘repetition’.
Design and Applied Technology (Secondary 4-6) (c) Suggest how to improve the museum’s interactive facilities.
Design and Applied Technology (Secondary 4-6) Assessment Task 2 - Practical Task Topic: Design and Drawing Skills 1: Creation of Design and Sketch (60 minutes) (a) Create a design which conveys the message of ‘Win and Pride’; and (b) Use free-hand sketch or SolidWorks to produce the design.
Design and Applied Technology (Secondary 4-6) Assessment Task 3 - Quizzes Quiz 1 – The Changing Roles of the Designers and Engineers in Society Multiple Choice Questions 1. Which of the following is not an impact on the design of a product? A. B. C. D. The design is ready for further improvement. The design considers the health, safety and environmental issues. The design is user-centred. The design follows professional ethics. 2. What is the philosophy of a user-centred design? A. B. C. D.
Design and Applied Technology (Secondary 4-6) 6. Which of the following is the most serious consequence that a badly designed product can result in? A. B. C. D. Casualties Higher product price and thus inflation Prohibition on sale in large stores Incorrect use of materials 7. Which of the following is a result of bad disposal behaviour? A. B. C. D. Higher product price and thus inflation Excessive use of materials Environmental problems and conservation of resources Lower quality products 8.
Design and Applied Technology (Secondary 4-6) 3. Describe what attributes a successful product should possess. 4. Describe what attributes of Transformers make the product so attractive to buyers. 5. Describe some generally accepted professional ethics.
Design and Applied Technology (Secondary 4-6) Quiz 2 – Intellectual Property Multiple Choice Questions 1. In Hong Kong, the Intellectual Property Department is responsible for i. Assisting the government in formulating policies and legislation on intellectual property; ii. Carrying out public education programs; iii. Fighting any criminal acts of infringement of intellectual property rights A. B. C. D. i only i and ii ii and iii i, ii and iii 2.
Design and Applied Technology (Secondary 4-6) 5. A design can be registered only if it is i. New; ii. Having individual character; and iii. Disclosed to the public A. B. C. D. i and ii i and iii ii and iii All of above 6. Which of the following does intellectual property refer to? A. B. C. D. The owner of a physical property The developer of a product The intangible property right of a commodity The end users’ properties. 7.
Design and Applied Technology (Secondary 4-6) Long Questions 1. Explain the importance of protecting intellectual property to society. 2. Describe the differences between copyright and patents. 3. Explain why patent and trademark can be applied to iPhone. 4. Explain why the intellectual property of a movie is a copyright, and state the validity of the right. 5. Explain why intellectual property should be respected.
Design and Applied Technology (Secondary 4-6) Quiz 3 – Product Evaluation Multiple Choice Questions 1. In which of the following stage(s) does a company perform product evaluation? i. Research stage; ii. Design stage; and iii. Development stage A. B. C. D. i only i and ii ii and iii All of above 2. Which of the following is not commonly used for the presentation of product evaluation? A. B. C. D. Flowcharting Animation Virtual prototyping Simulating 3.
Design and Applied Technology (Secondary 4-6) 5. Which of the following decision making tools is the most widely used in product development? A. B. C. D. Product evaluation Evaluation Matrix Product Matrix Decision Matrix 6. Which of the following best describe ‘Product Evaluation’? A. B. C. D. It enables the designers and manufacturing experts to reduce the manufacturing costs. It adds attractive features to the product. It enables engineers to locate where the product defects are.
Design and Applied Technology (Secondary 4-6) Long Questions 1. Explain the importance of product evaluation in a product development cycle. 2. Describe three common presentation methods of presentation. Compare their pros and cons. 3. List the parties who should participate in product evaluation. 4. Describe a product evaluation methodology. 5. List two ethical issues that a product designer should take into consideration.
Design and Applied Technology (Secondary 4-6) Quiz 4 – Environmental Responsibility Multiple Choice Questions 1. Which of the following considerations cannot avoid or minimize a design’s impact on the environment? A. B. C. D. Do not use hazardous substances Minimize the production cost Minimize the use of materials Minimize the use of energy 2. Which of the following is/ are impact(s) on the environment? i. Create or intensifying the greenhouse effect; ii. Polluting the environment; iii.
Design and Applied Technology (Secondary 4-6) 6. Which of the following is fundamental about environmental protection in product development? A. B. C. D. Educating users how to use the product properly Investing more in the product Designing the product properly and using appropriate technology Hiring environmental protection experts 7. Which of the following best describe ‘Sustainable Development’? A. B. C. D. Business can carry on and be successful. It is a job of professional engineers.
Design and Applied Technology (Secondary 4-6) 3. Describe how people can improve the air pollution that results from traditional power generation by fossil fuels. 4. Suggest two examples of green designs. 5. Explain what sustainable development refers to.
Design and Applied Technology (Secondary 4-6) Quiz 5 – Evolution of Craft and Design Multiple Choice Questions 1. Which of the following is/ are not the inventions of ancient China? i. Compass; ii. Paper; iii. Printing technology; iv. Gunpowder; and v. Transistor A. B. C. D. v i and v ii and iv All of the above 2. The technology timeline can be a history of an inventor. Sort the following items to show the technological evolution of the telephone. i. Rotary dial; ii. Internet accessibility; iii.
Design and Applied Technology (Secondary 4-6) 5. Which of the following best describe the evolution of material inventions and applications for the last 300 years? A. B. C. D. Less complex More complex Less expensive More expensive 6. Which of the following is the purpose of design activities for designers? A. B. C. D. Working with engineers Deciding the capital requirement Considering various propositions and coming up with a solution Deciding the space of the workplace 7.
Design and Applied Technology (Secondary 4-6) Long Questions 1. Discuss the way in which the design of telephones has been changed. 2. Discuss, in terms of technology and materials, the evolution of the design for automobiles from year 1922 to recent years. 3. Describe the five important periods of technology development. 4. Describe the focus of modern design styles. 5. Describe the significant contributions of the invention of computer.
Design and Applied Technology (Secondary 4-6) Quiz 6 – Design and Culture Multiple Choice Questions 1. Which of the following explains why culture has influence on design? A. B. C. Different cultures have different qualities of life. Different cultures have different eating habits. Different cultures have different ways of processing the information people sense in the world. Different cultures have different drinking habits. D. 2.
Design and Applied Technology (Secondary 4-6) 6. Which of the following should be done to customize products for different cultures? A. B. C. D. Relying on designers of different cultures and backgrounds Incorporating the design to be sympathy with the culture in which the device will be used Launching a product series designed for different cultures Changing the colour theme of the product designs for different cultures 7.
Design and Applied Technology (Secondary 4-6) 4. Explain why German made products are well-known for quality. 5. Describe the different design styles existing in the USA.
Design and Applied Technology (Secondary 4-6) Quiz 7 – New Technology Multiple Choice Questions 1. Which of the following is not affected by new technology? A. B. C. D. Home appliances Bicycles Energy from the sun Cosmetics 2. Which of the following is not a well-known by-product of new technology? A. B. C. D. Hill fire Acid rain Solid wastes Pollutants 3.
Design and Applied Technology (Secondary 4-6) 6. Which of the following is not considered the practice of ‘green’? A. B. C. D. Energy saving lights Recyclable materials Renewable energy Fossil fuels 7. Which of the following does not belong to the area of application for nanotechnology? A. B. C. D. Cosmetics Foods Fuels Tools 8. Which of the following is a property of a piezoelectric material? A. B. C. D.
Design and Applied Technology (Secondary 4-6) 4. Discuss in what aspects that nanotechnology prevails. 5. Describe what emerging technologies can help protect the environment against the pollutants released in power generation.
Design and Applied Technology (Secondary 4-6) Quiz 8 – Competitive Edges of Hong Kong’s Manufacturing Industry Multiple Choice Questions 1. Which of the following did not contribute to the Hong Kong economy between the 1950’s and 1960’s? A. B. C. D. Transference of technology from Shanghai to Hong Kong Immigrants from the Mainland to Hong Kong Increase in local investment Increase in overseas investment 2.
Design and Applied Technology (Secondary 4-6) 6. Which of the following is a characteristic for a me-too manufacturer? A. B. C. D. Being able to perform Having many inventions Having products that outperform similar products in the market Selling products at the lowest prices in the market 7. For which of the following a learning society can create the environment? A. B. C. D. Breeding of new talents Influx of foreign talents Overseas investment Further government support 8.
Design and Applied Technology (Secondary 4-6) 2. (a) (b) (c) (d) Discuss how the following competitive edges benefit Hong Kong: Free-market economic policy, Simple tax system with low tax rates, Sound juridical system, and Close relationship with the Mainland. 3. Discuss the advantages and disadvantages for adopting the design leader strategy. 4. Discuss the advantages and disadvantages for adopting the quick follower strategy. 5.
Design and Applied Technology (Secondary 4-6) Quiz 9 – Design to Meet Market Aspirations Multiple Choice Questions 1. Which of the following activities does not belong to the initiation stage of a product design project? A. B. C. D. Finding the marketplace of the product Conducting product diagnosis Compiling technical specifications of the product Deciding the product price 2. Which of the following activities does not belong to the visualization stage of a product design project? A. B. C. D.
Design and Applied Technology (Secondary 4-6) 6. Which of the following is not a member of the 5 P’s? A. B. C. D. Product Place Price People 7. Which of the following is a purpose of a marketing strategy of a product? A. B. C. D. To establish a brand in relation to competitors To make customers happy To reduce the price To offer unique products in the market 8. Why is a business plan important? A. B. C. It shows whether or not the business is profitable.
Design and Applied Technology (Secondary 4-6) 3. Describe the tasks involved in the product diagnosis stage, and how this stage can lead to a successful launch of a product. 4. Describe the techniques used in visualization. 5. Describe the main purpose for conducting product evaluation.
Design and Applied Technology (Secondary 4-6) Quiz 10 – Design Strategies Multiple Choice Questions 1. Which of the following is not a measure that companies may adopt to survive in a highly competitive market? A. B. C. D. To reduce design and development time To strengthen quality control To wind up the business To reduce production costs 2. Which of the following is a possible measure that corporations may adopt to survive in a severe product competition? A. B. C. D.
Design and Applied Technology (Secondary 4-6) 6. Which of the following is not an option that a manufacturer may adopt to improve its industrial process for the marketability of its products? A. B. C. D. To employ Chinese workers To use concurrent engineering To use cross-functional teams To design for manufacture and environment 7. Which of the following is an objective of styling product design? A. B. C. D.
Design and Applied Technology (Secondary 4-6) 2. Discuss how to balance the cost and value of a product, given customers’ tendency to buy products of value for money. 3. Discuss what a manufacturer should do for a brand new product before the product is launched to the market. 4. Discuss iPhone’s key success factors. 5. Explain the three key concerns for a product.
Design and Applied Technology (Secondary 4-6) Useful Websites The list of useful reference sources are as follows: a Chinese Technical Press Ltd www.ctphk.com/ b Hong Kong Education City www.hkedcity.net/ c Pilot Publishing Company Ltd www.i-ppc.com/ d Intellectual Property Department of the HKSAR www.ipd.gov.hk e The Free Encyclopaedia: Wikipedia en.wikipedia.org f Reference Books from Education Bureau (EDB) www.edb.gov.hk/FileManager/TC/Content_3139/reference_books.
Design and Applied Technology (Secondary 4-6) Glossary of Terms * Italicised terms are explained elsewhere in the glossary. Term Description Acid rain The deposition of acidic components in rain, snow, dew, or dry particles. It occurs when sulphur dioxide and nitrogen oxides are emitted into the atmosphere, undergo chemical transformations, and are absorbed by water droplets in clouds. The droplets then fall to earth as rain, snow, mist, dry dust, hail, or sleet.
Design and Applied Technology (Secondary 4-6) Term Description Distributor The middleman between the manufacturer and retailer. After a product is manufactured it is typically shipped and usually sold to a distributor. Economy The system of human activities related to the production, distribution, exchange, and consumption of values like goods and services in a particular geographic region.
Design and Applied Technology (Secondary 4-6) Term Description Magnetic field A field that permeates space, which exerts a magnetic force on moving electric charges and magnetic dipoles (such as magnets), and which can itself contain and transport momentum and energy. It is created by nearby moving electric charges, changing electric fields, and magnetic dipoles. Maintenance Inspect the condition of the product regularly to ensure the longevity and safety.
Design and Applied Technology (Secondary 4-6) Term Description Original Equipment Manufacturer (OEM) A situation in which one company purchases a manufactured product from another company and resells the product as its own, usually as a part of a larger product it sells. OEM is the company that originally manufactured the product. Patent It protects the invention by giving the patent owner a legal right to prevent others from manufacturing, using, selling or importing the patented invention.
Design and Applied Technology (Secondary 4-6) Term Simulation Description An imitation of some real thing, state of affairs, or process. The act of simulating something generally entails representing certain key characteristics or behaviors of a selected physical or abstract system. Small and The companies whose headcount or turnover falls below certain limits. Medium-sized They are also called small and medium-sized businesses or small and Enterprises medium businesses or SMBs.
Design and Applied Technology (Secondary 4-6) References 1. Textbooks Education Department (2002). Design & Technology [Alternative Syllabus] [S4-S5], Learning Material Trial Version. John Morrison and John Twyford (1999). Design Capability and Awareness. Longman. Royal College of Art (1997). Control products : design & technology 14-16. Hodder & Stoughton Royal College of Art (1998). D&T Routes Core Book: Design & Technology 14-16, Design & Technology 14-16.
Design and Applied Technology (Secondary 4-6) ACKNOWLEDGEMENTS The authors wish to thank the following persons/organizations for permission to use their photographs and images: - Under the GNU Free Documentation License: - (Enzo Ferrari) (Sony PlayStation 2) - From the Public Domain: - (BMW car), (Nokia mobile phone) Every effort has been made to trace the copyright for the photographs and images as needed.
Technology Education Section Curriculum Development Institute Education Bureau The Government of the HKSAR Developed by Institute of Professional Education And Knowledge (PEAK) Developed by Vocational Training CouncilEducation Institute of Professional And Knowledge (PEAK) Vocational Training Council
