The Language of Things

Quick Facts
Size: 208 pages (B&W photography)
5 Chapters:
    1) Language
    2) Design and its Archetypes
    3) Luxury
    4) Fashion
    5) Art
Where to buy: Amazon.com

Every now and again, I buy a book to try to understand the different forms of design and the mystique that draws me to it. My exploration led me to The Language of Things by Deyan Sudjic. To put it simply, it is one of the most comprehensible, intelligent, and clever books I’ve read in a long time. Here is why...

First, Sudjic has an non-American perspective which is refreshing and presents a style devoid of capitalistic or consumerist undertones. Sudjic’s statements are often quick and to the point and his citations from the works of prestigious designers and architects reinforce his perspectives. Sudjic analogizes consumerism to product pornography and device fetishism. Later, he cites John Berger’s Ways to Seeing to support his assessment. Berger states: “It is important...not to confuse publicity (of a product) with the pleasure or benefits to be enjoyed from the thing it advertises”. Sudjic identifies several attributes of design that seem to be overlooked or forgotten in modern products such as consistency (ex. black laptops paired with white power cords), redundancy, and a lack of durability. Sudjic states that “the allure of a product is created and sold on the basis of a look that doesn’t survive physical contact”. In addition, Sudjic states that the product cycle of each new version of a device is too quick to ever foster a meaningful and lasting owner/object relationship.

Second, Sudjic does a great job of transposing design into commonly available forms and communicates what design is not. According to Sudjic, a designer’s goal is to modify an existing archetype, such as a lamp or chair, which tells exactly what it does and what the user needs to make it work. In addition, Sudjic highlights playfulness as an archetype to encourage design as an engagement of all the users senses, not just the ‘look and feel’. Sudjic switches to define design within luxury as those products that represent stability, quality, scarcity, and communicate ‘coded social signals of privileges’. Sudjic identifies design in fashion by describing the processes, presentations (ex. shows, models, parties, etc.), and the use of uniforms to evoke an emotional response from viewers. I can say that Sudjic is absolutely correct because the websites of designers such as Nubbytwiglet.com, which I frequent often to stay inspired and interested in design and / or fashion, often are designed to evoke an emotional response via comments and praise in the artistry that appears there. When contrasting art and design, Sudjic believes that design is forever burdened with utility and problem solving, while art is driven by the intangible and can result in uselessness.

References to iconic designers and architects such as Earnest Elmo Colkins (Consumer Engineering), Philippe Starck, Thorstein Veblen's The Theory of the Leisure Class, Josef Hoffman, and Adolf Loos' Ornament and Crime appear frequently throughout the text.

Final thought: Go get the book! I finished this in one day because I was enamored with it’s brevity and precise thoughts. Sudjic’s thoughts are clear and once you’ve completed this book, perhaps your thinking of what design is and isn’t will be clear too..

An audio interview with Deyan Sudjic as he discusses The Language of Things is available through The Sound of Young America. Click here to listen or download it (12.4 MB .mp3 format)