Cultural Code Analysis of the Integration of Pintados Design in Furniture Product Development using Semiotics and Quality Function Deployment

Abstract

This study consisted of a design research into the application of Pintados tattoo patterns in a furniture product design and used semiotic theories to explore furniture product design methods. The research was carried out in three phases: (1) semiotic analysis (thematic analysis), (2) Quality Function Deployment (technical case study), and (3) cultural code analysis. The purpose was to find new strategies to convey scientific-based design information in introducing the cultural connotations of Pintados tattoo patterns to modern design. The main results of this study were: (1) the developed Pintados furniture design was semiotically projected onto a traditional time development axis, a localized spatial development axis, and a cultural conforming/cultural difference axis; (2) the cultural code analysis revealed that the psychological aspect reflects affect, transmission, and identification codes, while the behavioral aspect generates function and transmission codes, and the physical aspect expresses aesthetic, transmission, style and hue codes; (3) designers are recommended to start from their own traditional roots, meaning in this case that the ‘culturally literate market’ must be part of the Visayan community and must be aware of the Pintados tattoo tradition. By considering developments from the pre-colonial past to the present, we can assess the paradigm shift of cultural codes from the traditional interpretation to the contemporary modern understanding, stripped of preconceived biases imposed by the hegemonic Western mindset. These biases, which are a systemic problem in the process of semiotic practice (discourse, design, production and distribution), can be addressed by art and design appreciation and a thorough analysis of consumer culture.