The effect of serial production on domestic artefacts and jewellery

Abstract

This thesis investigates how serial production has influenced the design of artefacts, jewellery and/or domestic products since 1990, with a focus on Italy and South Africa. The study also looks at the roles played by design, technology and serial production in the perceived value ofartefacts. There are fundamental differences in consumer attitudes to serial production in industrial and jewellery design. Handmade jewellery is perceived as more valuable than its mass produced equivalent, whilst mass produced domestic products do not have the same negative association. The motivation of this study is to identify the role played by serial production processes in the perceptions of quality of mass-produced products with the aim of improving the perceived quality of South African jewellery and thus expanding the market. In order to illustrate how serial production has influenced the design of artefacts, three key areas were researched: the influence of the concept of serial production on the physical forms of artefacts; physical aspects of the serial production processes that have influenced forms of artefacts; and abstract ideas of quality communicated through the process of serial production. It was found that quality did not appear to be communicated directly through the physical process of serial production. The Italian industrial designers, in particular, seemed to have a well-developed sense of personal design philosophy, which could be developed among South African jewellery designers while they are studying or while they are working in industry. Expectations of the function ofjewellery mean that the role of jewellery design is different to that of the product designer. A branding initiative to raise the profile of South African jewellery is recommended. The South African jewellery industry also needs to invest in new production technologies. The establishment of training in the new production technologies, especially rapid prototyping, for jewellery students is seen as imperative.