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Future, well-being, interdependence: key-words for contemporaneous design
This fact has demanded from marketing a capacity of building possible relations, new
seams, of propitiating associations and promoting new interactions, what we may
point to the emergence of a true platform of inter-relations in the current market.
This new reality also ended up questioning this concept of “style” and
“esthetic”, in the forms employed until then; for that, these areas of knowledge
started to have more affinity with disciplines that comprehended the behavioral
ambit, in detriment of those which considered the study of the coherence, of the
composition and of the formal balance that predominated in the esthetic teaching
of the first modernity.
The esthetics, in this context, starts to be directly linked to the ethics, here
understood in the sense of social collective behavior, and in relation to the issues of
industrialization, environment and consume, we highlight the importance and the role
that the consumer started to have for the success of the environmental sustainability
of the planet. Many people proclaim the necessity of the emergence of a new esthetics
that should be absorbed by the current consumers. This new esthetics would have as
basis, for example, the composition of different reused plastics and the colorful dots
of the wrapping paper of recycled objects, until the monochromatism of products
made with a single (monomaterial) and renewable material.
In this new esthetic model, that favors the environmental sustainability, that
is, an ethic in favor of the environment, would have their place the imperfections
of products made of new and different types of raw-material, produced with
technology of low environmental impact, or even in a semi-handmade process. By
accepting, in a pro-active way, the products developed inside of that model, and,
consequently, their new plastic order, we, consumers, would end up legitimizing
a new possible esthetics in the name of a sustainable planet, besides doing our
part in the trilogy production, environment and consume. But these concepts, as
it is known, did not compound the exact and objective values of the disciplines
that constituted the modern solidity, even because the modernization process is
previous to the debate of the environmental issues present in the world nowadays,
better saying, the industrialization and the mass production are promoters of this
environmental reality so discussed as a contemporaneous problem and a challenge
for the future generations.
Cadernos de Estudos Avançados em Design - design e humanismo - 2013 - p. 105-130
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