Is the butt more important than the eyes, or vice versa? / ITech content

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Designer, artist, and art director with experience in creative solutions. Copywriter and columnist, teacher at the HSE School of Design. Winner of over 30 design awards and prizes, including the prestigious Good Design and Red Dot. Jury member at the Cannes Lions, Eurobest, and AD Stars international festivals, confirming his high qualifications and recognition in the professional community.

He is the author of the book "Parable Therapy, or the Book of Meanings about Marketing," co-authored with Sergei Kuzhavsky. He is a regular contributor to Snob magazine and has published in the graphic design magazine [kAk], as well as in the publications Creative Director and Vedomosti. His works cover marketing, graphic design, and current business trends, making him an expert in communications and visual content.

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Philosophy teacher. Are you interested in prose?

Mr. Jourdain. I'm not interested in prose or poetry.

Philosophy teacher. You can't choose just one: you have to consider both. Philosophy requires deep analysis and understanding of different points of view. It is important to realize that many questions have multifaceted answers, and ignoring one side can lead to a distortion of the true meaning. Philosophical thinking is based on the ability to see complexity in simplicity and find a balance between conflicting ideas.

Mr. Jourdain is a character who arouses interest due to his unique history and character. His name has become a symbol of a certain era and social changes. The question "Why?" implies an in-depth analysis of the reasons why Mr. Jourdain became such a significant character. This study allows us to understand not only his personal qualities but also the influence of external factors on his life. By examining Mr. Jourdain, we can see a reflection of society, its values, and the changes that were taking place during that period. By analyzing their actions and motivations, we can better understand how individual stories influence broader social and cultural contexts.

Philosophy Teacher. We are able to express our thoughts only through prose or poetry. This highlights the importance of language as a tool for communicating ideas and concepts. Philosophy requires precision and clarity in formulation, making mastery of words essential for a deep understanding of complex thoughts.

Mr. Jourdain. The question of whether to best express one's thoughts in prose or poetry remains a pressing one. Prose allows for a more free and detailed conveyance of ideas and emotions, while poetry has its own musicality and rhythm, which can enhance the emotional charge of the text. The choice between prose and poetry depends on the author's goals and the context in which they are working. Both forms have their advantages and can be used to create profound and memorable works.

A philosophy teacher is not just a profession, but an entire philosophical tradition. In their world, everything beyond prose can be considered poetry, and everything not poetry is prose. Philosophy seeks to understand the deep meanings of existence and human experience, and a teacher, by imparting their knowledge, opens the doors to a world of reflection and self-knowledge for their students. They help develop critical thinking, developing the ability to analyze and interpret text, be it prose or poetry. Thus, the role of a philosophy teacher is not only to teach but also to inspire students to seek answers to eternal questions.

Mr. Jourdain, what will we discuss during our conversation?

A philosophy teacher is not just a profession, but a calling that requires deep knowledge and understanding of human nature. Philosophy as a discipline opens up a world of ideas, concepts, and questions to which there are no definitive answers. Prose, in turn, serves as a means for conveying philosophical reflections and allows for a deeper understanding of complex topics. A philosophy teacher not only imparts knowledge but also develops critical thinking, encouraging students to ask questions and seek their own answers. Their job is to inspire students to reflect on the meaning of life, morality, and human values. It is important that philosophy lessons are not limited to theoretical knowledge alone but also include discussions that allow for the development of analytical skills and a deepening understanding of the world around them. Thus, the role of a philosophy teacher is to help students gain wisdom and learn to apply philosophical ideas in everyday life.

Mr. Jourdain: What? When I say, "Nicole, bring me my shoes and nightcap," is that considered prose?

A philosophy teacher is an important and responsible profession. Philosophy as a science helps people understand the meaning of life, develops critical thinking, and contributes to the formation of moral values. A philosophy teacher not only imparts knowledge of great thinkers and philosophical concepts but also inspires students to reflect deeply on the world and their place in it. This is a specialist who can guide students in their search for answers to complex questions, facilitating their intellectual and spiritual development. The profession of a philosophy teacher requires not only deep knowledge but also the ability to conduct dialogue, listen, and sustain a discussion, which makes it especially significant in modern society.

Mr. Jourdain, I would like to express my gratitude for your comment. Frankly, I didn't realize that I had mastered the art of prose for over forty years. Your intervention was a revelation for me.

Jean-Baptiste Molière was an outstanding French playwright and actor of the 17th century, known for his comedies that criticize social vices and human weaknesses. One of his most famous works is the comedy "The Bourgeois Gentleman."

In this work, Molière uses irony and satire to depict the attempts of a bourgeois to become a nobleman, emphasizing the absurdity of social ambition. The main character, Georges Jourdain, strives to climb the social ladder, but his ignorance and ridiculous attempts to conform to the norms of the nobility only emphasize his comic nature.

The comedy "The Bourgeois Gentleman" not only entertains viewers but also makes them think about real values, and how true dignity does not depend on social status. Molière masterfully uses comic elements and vivid characters to convey profound thoughts about human nature and social differences.

This work remains relevant today, as issues of social status and the desire for recognition have not lost their significance. "The Bourgeois Gentleman" is an important part of classic literature that continues to interest readers and viewers around the world.

In my previous column, I promised to share my methods for determining what constitutes design and what does not. Today, I am fulfilling that promise. However, the practical value of such calculations is not entirely clear to me. For me, the usefulness of the created product has always been more important, be it a tangible object or a virtual concept. I evaluate its value by the benefit it brings to people, whether spiritually or practically. Labels such as "this is design," "this is not really design," or "this is not design at all" are of secondary importance to me. What is more important is understanding how a product affects people's lives and satisfies their needs.

Defining an object's belonging to a certain category can be useful, especially for students and researchers. However, many people, including the bourgeoisie and the gentry, are not obliged to distinguish between prose and poetry. They are free to use both of these literary genres without any particular judgment. However, let's try to understand this issue in more detail.

I have a theory that any man-made object consists of two key elements - fun and functionality. In every product or item we use, a certain percentage of these two components can be identified. Taking into account the balance between fun and functionality helps create more attractive and effective products that meet user needs.

FUN represents an important aspect of the spiritual and emotional sphere, expressing the joyful pleasure of using or owning something. This feeling has no physical form, but it can be felt on the level of emotions and experiences. FUN fills life with bright moments, giving it special meaning and joy.

FUNCTION represents the practical and pragmatic side, focused on usability (or UX). It is aimed at solving problems and alleviating everyday problems, providing real benefits in the material aspect of life.

Classifying products may seem like a simple task. If the percentage of FUN is high and FUNCTION is absent, it can be considered art. For example, an oil painting on canvas has a single, ephemeral function: to bring aesthetic pleasure to the viewer. In some cases, it can also serve as a kind of camouflage for a door that opens to a world of magic, as in Pinocchio's theater.

If the primary focus is on function, and form is secondary, then this can be attributed to technical design, construction, and engineering. However, when both functionality and aesthetics are in harmony, true design emerges. This balance allows for the creation of not only effective but also attractive solutions, which is especially important in today's world, where competition demands that products be not only practical but also visually appealing.

Upon closer examination, it becomes clear that the balance between aesthetics and functionality does not always have to be 50/50. Some objects may be primarily designed for their appeal, while their practical use may be secondary. At the same time, there are objects that are focused on convenience and practicality, but can still have their own aesthetic qualities. Both types of objects can be considered designer, provided a harmonious balance between form and function is maintained.

Jewelry, such as rings, are often intended for aesthetic pleasure and to create an impression. We wear them for beauty, to delight ourselves and to surprise others. The basic requirements for a ring relate to its ergonomics—it is important that it fits comfortably on the finger. In most cases, a ring serves no additional function beyond decoration.

A signet ring once served as a personal seal, but today its function has changed. Modern rings can be symbols denoting membership in specific groups, such as Masonic lodges, West Point Academy alumni, or even the Pope. On average, the ratio of entertainment to functionality in a ring is 90% to 10%. Nevertheless, the ring continues to be a significant element of designer accessories, not just a work of art.

Take a chair, for example. Its primary function is to provide comfortable seating. The first chairs were simple and uncluttered, but over time, their functionality has expanded significantly. Today, chairs can be folding, on wheels, electric, with massage functions, and are designed for kneeling or even lifting into the air. Modern chairs not only fulfill their primary role but also consider the needs of their users, offering a variety of solutions to improve comfort and convenience.

The human passion for decorating the surrounding space has made the chair a design object with a multitude of decorative solutions. While these elements may not improve the chair's comfort or functionality, they can be pleasing to the eye. However, if we consider the Sella Vulgaris (an ordinary chair), the ratio of pleasure to functionality is approximately 20 to 80. In this case, physical comfort is more important than aesthetics.

The English word "design" originally had a technical meaning, which is important to consider when creating or evaluating various objects. Understanding the semantics of the term helps to better understand its essence and meaning in the modern context. Design is not only aesthetics but also functionality, which emphasizes the importance of an integrated approach to creating high-quality solutions.

You can leave everything to fate and start expressing yourself in poetry.

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Read in previous issues:

• Disassembling the concepts, or The first answer to a student's question: about the difference between art and design
• Fighting with open doors, or How not to confuse Ivanovich with Ivan: about "well-watched"
• If you don't have a logo, or Working With What You are: about the most relevant trends in branding
• Which ones are temporary, or Ten reasons why you've gone out of fashion
• What a logo owes us, or About the beauty of nails: about the logos of cool brands
• BREDnames, or Born out of nowhere: about brand names and whether they always have meaning
• Will the rain be gentle: the future of identity when its creation is delegated robots
• Eternal language: communication possibilities of a sign as part of a system