整理翻译：设计与设计师
作者： Giovanniedoardo C
略作删减，版权归原作者所有，转载请注明出处。
正文总计：5668 字 3图
预计阅读时间：15分钟
Nefeli Kavvada - Barkiza, Athens, Greece.
CMF Design as Social Science
CMF设计是一门社会科学
In 1927, Alfred P.Sloan, GM President, hired Harley Earl to head up a new department called The Art and Colour Section. It was a revolution in car creation and marketing, creating a concept where "there is a car for every price and purpose". Selecting paint colors and fabric patterns were among the main tasks assigned to the new styling department. Then grilles, badging, body accents, and finally the whole exterior and interior became working areas for the new division. The expansion of the office was so fast that, one year later, it also hosted professionals in sketching, modeling, and business administration.
1927年，通用汽车总裁Alfred P.Sloan聘请Harley Earl领导一个名为“艺术与色彩部”的新部门。这是一场汽车创意和营销的革命，创造了一个概念“每一种价格和用途都有一辆汽车”的概念。选择油漆颜色和面料图案是分配给新造型部门的主要任务之一。格栅、徽标、车身，最后整个汽车的内外饰都成了新部门的工作内容。办公室的扩张如此之快，以至于一年后，它还聚集了绘图、建模和商业管理方面的专业人士。
It is interesting to observe how colors, materials, and finishing were the first subjects involved in the pipeline of activities associated with automotive design center. The reason was clear: respecting the marketing aim of diversifying portfolios at relatively low cost, maintaining similar product shape, functionality and tooling. CMF design was also intended to generate a constant sense of novelty to engage with potential customers, positioning products into collections through consumer segmentation and marketing tiers. This orientation is still valid today. And the practice involves professionals with a huge variety of backgrounds: textile, industrial, product, fashion, apparel, illustration, art.
观察颜色、材料和表面处理是如何成为与汽车设计中心相关活动的第一个主题是非常有意思的。原因很简单:尊重以相对较低的成本实现多样化投资组合的营销目标，保持类似的产品形状、功能和方法。CMF设计还旨在产生持续的新鲜感，以吸引潜在客户，通过消费者细分和营销层次将产品定位为系列产品。直到今天这个方向今天仍然行之有效。而这其中涉及到各种背景的专业人员:纺织、工业、产品、时装、服装、插画、艺术等。
It is necessary to remember the contribution of Clino Trini Castelli, whose meta-project applied to color, materials, lights, and sounds gave birth to the Qualistic Concept, the subjectively perceived quality in industrial design components. The Italian artist from 1984 to 1989 created the Centro di Qualistica Fiat, and he also defined the CMF plans for several projects of the famous brand (Panda included). This path was soon followed by competitors and consumer products brands.
有必要记住Clino Trini Castelli的贡献，他的元项目应用于颜色、材料、灯光和声音，产生了定性概念，即工业设计组件中主观感知的质量。这位意大利艺术家于1984年至1989年创作了Centro di Qualistica Fiat，并为该著名品牌(包括Panda)的多个项目定义了CMF计划。不久，竞争对手和消费品品牌也纷纷效仿。
It is also important to consider the engineering and communication aspects of CMF design. It has to deal with different design languages and aesthetic trends to comprehend and translate them in tangible proposals for customers. A sophisticated operation where functionality and visual beauty should generate emotional stories. CMF design is a young recognized discipline that has emerged and consolidated itself during recent years, slowly becoming an independent, well-established practice. It is also very sought-after expertise because of trend tracking, which can help companies to understand the evolution of society. This activity is incessant: trends never stop, they move around and evolve through changing, splitting, merging.
考虑CMF设计的工程和通信方面也很重要。它必须处理不同的设计语言和审美趋势，才能理解和翻译它们，为客户提供切实可行的建议。一个复杂的操作，功能和视觉美应该产生情感故事。CMF设计是一门公认的年轻学科，近年来兴起并巩固起来，逐渐成为一门独立的、成熟的实践学科。由于趋势跟踪可以帮助公司了解社会的演变，因此也非常受欢迎。这种活动是持续不断的：趋势永不停止，并不断地在变化、分裂、融合中移动和演变。
If we consider the contemporary scenario, we need to evaluate CMF design through different layers such as megatrends, and trends-lifestyle. The first category gathers factors that are influential in the coming decades: awareness towards environmental pollutions; population aging; differences as richness; dissolving boundaries between human and artificial. The second one has a smaller chronological effect than the big flow, but it is still very important. Rampant hedonism was the main concept in the 1980s and it is not coincidental that this period started the relationship between the automotive industry and the new fashion brands*. Valentino signed an exclusive Alfa Romeo Alfasud with paint in metallic bronze, side stripes and black vinyl covered roof and steel rims painted in metallic gold. The interior hosted black velour covered seats, red piping, and a wooden steering wheel. But the classy touch was represented by the designed handbag with a documented case which matched the car style. Then there were partnerships such as Peugeot and Lacoste, Autobianchi and Missoni.
如果我们考虑当代的情况，我们需要通过不同的层次来评估CMF设计，比如大趋势和时尚生活方式。第一类收集了在未来几十年具有影响力的因素:对环境污染的认识;人口老龄化;差异丰富;消除人类和人造之间的界限。第二种方式的时间效应相比大流量要小，但仍然非常重要。盛行的享乐主义是20世纪80年代的主要概念，这一时期开始了汽车行业与新时尚品牌之间的关系并非巧合*。华伦天奴与阿尔法·罗密欧·阿尔法苏德签署了一份独家协议，协议采用了金属青铜漆、侧条纹、黑色乙烯基覆盖屋顶以及金属黄金漆的钢圈。内饰采用黑色丝绒覆盖的座椅，红色的管道，和木制方向盘。但经典的触感是来自手袋的设计，这个经典的案例与汽车风格十分匹配。随后还有标致（Peugoet）和鳄鱼（Lacoste）、Autobianchi和Missoni等合作伙伴。
Nowadays we can see Responsible Informalism, a concept where the affirmation of the fluid individual overcomes the rigid structures or values portrayed by the social community. A great example comes from the luxury firms craving the streetwear culture. Could this trend become a big one? It is very difficult to predict so, but CMF Design will certainly become more relevant in the next years. It is also transforming itself from an established industry tool towards a humanistic discipline able to reconnect people to their deeper nature and desires. The physical appearance of products is nothing but pure culture. It should be carefully handled.
如今，我们可以看到负责任的非正式主义，即对流动个体的肯定克服了社会共同体所描绘的僵化结构或价值观。奢侈品公司对街头服饰文化的渴求就是一个很好的例子。这一趋势会成为一个大趋势吗?这是很难预测的，但是CMF设计肯定会在未来几年变得更加相关。它也正在从一个既定的行业工具转变为一个人文学科，能够重新将人们与他们更深层次的本性和欲望联系起来。产品的外观只是纯粹的文化。应该谨慎处理。
*There were already commercial proposals in the 1970s like AMC Javelin Pierre Cardin, Lincoln Continental Givenchy, and Cadillac Seville Gucci, but in the following decades, it became a standard.
早在20世纪70年代就有类似AMC Javelin Pierre Cardin、Lincoln Continental Givenchy和Cadillac Seville Gucci这样的商业提案，但在接下来的几十年里，它成为了一个标准。
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