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Ensis Wood Processing
THE JOINT FORCES OF CSIRO & SCION
THE JOINT FORCES OF CSIRO & SCION
Wood in the interior environment
Subjective meaning revealed using a non-prescriptive sorting methodology
Bradley G. Ridoutt, Shuzo Sueyoshi, Roderick D. Ball,
Yoshifumi Miyazaki and Takeshi Morikawa
THE JOINT FORCES OF CSIRO & SCION
People and place
Dovey (1985) describes:
“… a certain bonding or mergence of person and place such that the place takes its identity from the dweller and
the dweller takes his or her identity from the place.
There is an integrity, a connectedness between the dweller and the dwelling”
THE JOINT FORCES OF CSIRO & SCION
Brunswick lens model
Cue 1
Cue 2
Cue 3
Cue 4
Person Observer
Cue utilizatio
nValidity of cues
THE JOINT FORCES OF CSIRO & SCION
Impression formation
People have a tendency to form evaluative judgments of others based on limited information
Part of everyday lifeAssists with functioning in the
worldCulturally universalCan be surprisingly accurate
even in situations of zero acquaintance
These judgments can guide behavior, perhaps without our awareness
THE JOINT FORCES OF CSIRO & SCION
Interiors and exteriors
1. Reinforced concrete house with texture finish2. Wood house by Japanese carpenter with cement wall panel3. Wood house with Japanese wood cladding4. Reinforced concrete house with exterior tiled finish5. Wood house by 2x4 method with cement wall panel6. Wood house with imported wood cladding
MATURITY
INTERPERSONAL STYLE
CONFIDENCE
youthful
low
high
cold
warm
mature
THE JOINT FORCES OF CSIRO & SCION
Issues of methodology
Restrictive explorationsConstrain the concepts people can reveal by providing them a set
of terms to which they can respondDriven by the conceptual view of the researcherEg. Semantic differentials, standard questionnairesProvide simplified data analysis
Open-ended, non-prescriptive explorationsAllow the person to frame their own answersThe individual’s conceptual system can be expressedAcknowledge that each individual can have a unique way of
construing the worldBest suited to studies of subjective or personal meaning
THE JOINT FORCES OF CSIRO & SCION
Non-prescriptive sorting method
Does not impose a view of the likely structure and content of an individual’s conceptual system on the interviewee
A
B C D
E
1
2 4
3
THE JOINT FORCES OF CSIRO & SCION
Non-prescriptive sorting method
AB
C
D
E
1
2
4
3
A
B
C
D
E
1
2 43A
B
C
D
E
1
2
4
3
3 groups 2 groups 6 groups
THE JOINT FORCES OF CSIRO & SCION
Participants
28 students from a major Japanese National University Interviews in Japanese language by native Japanese speakers Background variables
12 Males, 16 FemalesAged between 18 and 24 (1 exception) Japanese ethnicity 11 different Colleges 19 different Prefectures (north and south, urban and rural)Childhood home
Detached family home (22), apartment (6)
Urban (6), suburban (15), village (7) Rationale offered to participants
A study of what people think and feel about organizations based on their interior designs
THE JOINT FORCES OF CSIRO & SCION
First interview question
After sorting, for each group participants were asked:
“What do you think it would be like to work at these companies?”
Size of organization Small/med; large 12
Originality of the organisation and its business
Traditional; pioneering 9
Capability of the workers Average; elite 8
Workplace atmosphere Calm; busy; negative; positive
16
Relations between workers Formal; friendly 14
Classification scheme Categories % of data
544 units of text
THE JOINT FORCES OF CSIRO & SCION
Small/medium
Correlations with MDS variables
Offices without wood
Offices with wood
negativeelite workers
large
traditional
average workers
calm
friendly
busy
positive
pioneering
formal
small/ medium
THE JOINT FORCES OF CSIRO & SCION
Second interview question
Question 1
“What do you think it would be like to work at these companies?”
Question 2
“What gives you that impression?”
Wood Warm, calm, high quality, homely, bright, natural, luxurious, soft, profound
Metal Impressive, modern
Concrete/stone Hard, cold, lifeless
Glass Light, spacious
Carpet Warm
Artificial materials
Artificial, cold
Material Descriptors
58 units of text referring to materials
THE JOINT FORCES OF CSIRO & SCION
Color analysis: Hue
Green
-35.0
-25.0
-15.0
-5.0
5.0
15.0
25.0
35.0
-15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 Red
Blue
Yellow
THE JOINT FORCES OF CSIRO & SCION
Color analysis: value and chroma
Vivid
Pale
40.0
45.0
50.0
55.0
60.0
65.0
70.0
75.0
80.0
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0
Dark
CHROMA
VALUE
Grayish
THE JOINT FORCES OF CSIRO & SCION
MDS variables and color
Value (lightness) 0.31 0.10
Chroma (saturation)
- 0.65 -0.43
Hue (Green-Red) -0.61 -0.04
Hue (Blue-Yellow) -0.72 -0.31
Correlation
MDS variable 1 MDS variable 2
Significance level 0.01
Significance level 0.001
THE JOINT FORCES OF CSIRO & SCION
Limitations
Based on a limited socio-demographic grouping
Photo-questionnaire does not capture the full human experience
Principal component type methods are exploratory, and interpretation is subjective
No assessment of the validity of social attributions
Correlation not causality
THE JOINT FORCES OF CSIRO & SCION
Summary
Social attributions: people do indeed “read” a lot of information about people and organisations from the built environment
When participants sorted organisations based on photographs of their office interiors, the display of wood in the interior environment was a major differentiating factor
Interiors featuring wood products tended to be associated with friendly, calm, small-medium sized and pioneering firms
THE JOINT FORCES OF CSIRO & SCION
Summary
Interiors featuring wood were described as: warm, calm, high quality, homely, bright, natural, luxurious, soft, profound
Sorting was also correlated with chroma and hue (especially blue-yellow)
These findings are consistent with the view that materials are seen as embodying unique character or “personality” and these qualities are in some way conveyable to the people/organizations who are identified with those materials
THE JOINT FORCES OF CSIRO & SCION
Practical implications
Wood products have a history of presentation to the market as commodities (materials), using standard profiles and grades (defined by the resource as much as by the needs of the end user)
Products (in the true sense) are a bundle of physical, service and symbolic attributes that satisfy consumers’ wants and needs
The intangible qualities are critical to a transition from a commodity to a product culture
THE JOINT FORCES OF CSIRO & SCION
Practical implications
Wood is not just a functional material. Wood products are rich in symbolic and social meaning of relevance to end-users
Physical attributes often core. Intangible attributes often value-adding
Opportunities for new product and market development:
Strategies based on self presentation theory
Strategies based on social comparison theory