The ‘U.S.A.’ Theory of Design

Jay Doblin used formulas or equations to express his theories, which he combined and titled “The U.S.A. theory of design.” Unabbreviated, the equation states that Utility, plus Social Meaning, plus Aesthetics, equals Value. The underlying purpose of the theory is to say that every product is a combination of three factors: Utility, Social Meaning, and Aesthetics. The first factor, Utility, is the reason for the product's existence — “the need” — and it is the measured performance of a product. The factor is typified by engineering and unconcerned with the other two factors. The second factor, Social Meaning, is a bit more elusive, being a quantitative measure of what the customer wants. The factor is based on what “they want,” the development and use of ascribed symbols, and the status or role-clarifying quality of a product. Lastly, Aesthetics is what “I like” and is perceived in terms of pleasure that is generated through the senses.