Abstract
Commodities undergo a continual process of change. Viewed over a short period of time such changes may seem insignificant; viewed historically, however, veritable leaps can be discerned. This study is an analysis of changes in product design from 1950 to 1980 as well as parallel changes in product perception. The products analysed reveal clear design and functional or technical changes in the time period in question. Whereas in the 1950s prewar designs were to a great extent still being produced, the early 1960s were marked by American tastes in design. At present, technical–functional design considerations are predominant. The findings show that perception of ‘stylistic leaps’ in historical retrospect is not explicable by changes in product, but by changes in perception. Products have various emotive connotations. ‘Old’ products are judged negatively, ‘new’ products positively.
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