Description

In my master thesis I intent to explore the type of product design, which appear to exhibits the features of paedomorphosis.

Pedomorphosis (also spelled paedomorphosis) or juvenification is a term in evolutionary biology referring to the retention, by adults in a species, of traits previously seen only in juveniles.

In terms of design, in the postwar years, had been noticed a tendency to develop forms with childlike characteristics or proportions. For example Baby Austins A35 (1956), Mini Morris (1959) and projects like Michele De Lucchi household prototypes for Gimli.

Biology theories suggest that humans' neotenous characteristics were an evolutionary strategy that enabled Homo sapiens to gain predominance over H. neanderthalensis by appealing to these species' nurturing instincts through paedomorphic cuteness to avoid territorial aggression. Paedomorphical characteristics in women are widely acknowledged as desirable by men. For instance, vellus hair, small head, curved forehead etc. These characteristics are the elements of attractiveness, which has been analyzed by anthropology, psychology, sociology and sexology.

I have formulated my working hypothesis in this way:

It seems that a category of products in the postwar product development is characterizing by a formal vocabulary that exhibits characteristics of what evolutionary biology defines as paedomorphosis.

These products, through the years, have become popular and attractive. Some of the questions I would like to answer in this thesis are: Is this attraction related to the childlike proportions and farther on to paedomorphosis? Is it a constant human response or simple a trend and fashion which is a consequence of higher standards of living nowadays? Is that phenomenon, in terms of causes and reasons, takes part in the postwar era or is it a long-standing one? I will try, also, to understand why and how this phenomenon has been generated and what factors have support it – maybe, here the terms of emotional design and psychology can be used.

I will try to develop a list of elements that constitute the paedomorphical expression both in humans and animals; and I will try to find out how such features have been applied to artifacts in the past and how such a formal vocabulary can be used by product designers in the future.