Editor's Notes:
In the era of globalization, digitalization and rapid development of intelligence, brand innovation has become a key factor in the sustainable development of enterprises. Whether it is product design, packaging innovation, marketing strategy or business model, domestic and foreign brands are constantly exploring and iterating to adapt to market demand and consumer preference changes. Sino-German Department of Branding has organized a series of lectures on "International Branding Innovation", inviting branding experts and scholars from the industry and academia to share the latest trends, methods and cases of international branding innovation, in order to inspire teachers and students to think innovatively and improve the level of branding discipline construction.
On the evening of November 13th, the Sino-German School of Branding's "Trends in International Design and Innovation" lecture series was held as scheduled, with Prof. Huschang Pourian from the Department of Design at the University of Branding and Applied Sciences (UBAS), Germany, presenting a special lecture for the whole school -...Human-computer interaction in the age of spatial computing: an overview of technological landscapes, perspectives and possible social and educational outcomes(Human Machine Interaction in the Age of Spatial Computing: An overview of technological landscape, perspectives, and possible outcomes for society (Human Machine Interaction in the Age of Spatial Computing.)
Presenter Introduction
Huschang Pourian, Assistant Professor at NSCAD University of Art and Design, Canada, and former faculty member of the Department of Digital Design at the University of Branding and Applied Sciences, Germany, has extensive experience in international brand communication and design, specializing in fashion design, product design and spatial design. Having lived and worked in Europe, Asia and North America, he has a cross-cultural background and extensive experience in collaborating in interdisciplinary teams. Having worked as Art Director for Philips Design and BG Lifestyle Entertainment (Hong Kong), Art Director for Jubilee Corporation (Japan), and Head of Hirsch Bednar Associates Hospitality Consultants (Hong Kong), Prof. Pourian's research spans the fields of educational technology and the experiential economy, and he is deeply committed to the interplay between design and entrepreneurship, and their important role in driving innovation. He is committed to bringing real-world projects into the classroom to help students connect with industry and lead them to the cutting edge of technology in order to better meet the complex challenges and rapid changes in the modern professional environment.
Diversified Life: Piloted by Interests
Prof. Pourian leads with a personal experience.The importance of interest in personal development was emphasized.He traces the beginning of his career from graphic design, to exploring the field of product design and fashion design, and finally to education in higher education, all of which are rooted in his strong interest in the art of design. In addition, he has gained work experience in Japan, Hong Kong and Zhuhai. Through these rich and diverse life experiences, Prof. Pourian conveyed an important message to the students and faculty:Even though the future is full of unknowns and I have not foreseen the specific direction of each career change, the key is to always follow your heart's interest and have the courage to try and explore.
Design Philosophy: Fusion of Practicality and Fashion
Prof. Pourian emphasizes the need for a holistic approach to product innovation and designMultiple factors such as economics, practicality and material selectionHe presented examples of his work for brands such as Volkswagen and Philips. He presented examples of his work for brands such as Volkswagen and Philips, as well as a logo he created in collaboration with the designers of the Tokyo Olympics in Japan, which skillfully blended product features with fashion elements. In particular, his work on the "Snow Hotel" project in Sweden was challenging, but the results were unique and practical.
The Future of Technology: Progress and Concerns
Prof. Pourian explores the public's ambivalent attitudes toward science and technology. ThroughCompare and contrast life changes before and after twenty yearsHe demonstrated to the students and faculty in attendance the remarkable advances in technology. However, Prof. Pourian also pointed out that the rapid advancement of technology could have negative impacts, with increased public concern. Despite the increase in app downloads, this does not mean that we can truly master the use of cell phones, theThe issues of privacy and security are equally worth pondering.
The Golden Rule of Human-Computer Interaction: Nature and Integration
Prof. Pourian has distilled the golden rule of human-computer interaction based on his work experience at Goldman Sachs:Non-intrusive signage and wayfinding should harmonize with the environment, appearing naturally when necessary to provide precise guidance.This principle also applies to the field of Human-Computer Interaction (HCI).Prof. Pourian used Chat GPT as an example to explain in-depth the quality of HCI methods, such as natural language processing, voice interface, gesture and touch interface, etc. The increasing popularity of HCI devices, such as AI screens, smartwatches, smartglasses, and VR, and the growing convenience of these devices, despite the challenges of their industrial application, herald the advent of a new era of human-computer interaction. the arrival of a new era of human-computer interaction.
Speculations on "no interface" human-computer interaction: looking to the future from the campus
"What would the world look like if, in the future of life, we no longer needed physical interfaces in order to feel human-computer interaction?"Prof. Pourian's question prompted the students to think deeply about the research in the field of human-computer interaction. For example, the research on brainwaves at the University of Technology Sydney and the establishment of the HCI Lab at Sino-German Branding School signify that product design education is shifting to a new model that is centered on design innovation and technology-driven. Prof. Pourian expressed his interest in the future shape and new tools of the design field as an experienced educator in the field of interdisciplinary design.
question and answer session
Toward the end of the lecture, students asked questions. Prof. Pourian shared his insights on the topic of "whether we should stick to traditional design thinking". He said.Innovative design paradigms should be actively pursued; traditional design thinking is not insurmountable and the future holds the promise of creating new ways of solving problemsIn response to the question on "product updates", he pointed out that it was difficult to predict product update cycles. In response to a question about "product updates", he pointed out that product update cycles are difficult to predict and users need to learn about product developments through multiple information dissemination channels. Asked by President Zhang Yiping how high technology can promote cultural exchange, Prof. Pourian emphasized thatTechnological development should serve human society, and we need to assess the feasibility of technology under the guidance of needs, fully utilize the advantages of technology, and integrate it into daily life instead of relying solely on technological means..
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