CONTENDING STIGMA IN PRODUCT DESIGN USING INSIGHTS FROM SOCIAL PSYCHOLOGY AS A STEPPING STONE FOR DESIGN STRATEGIES

Assistive, protective or medical products that are visibly worn or used in proximity to the human body can have an emotional impact on their users and bystanders. In his design effort it is important for a designer to be mindful of the potential stigma a product might elicit. The identity threat model of Major (2005) is used as a stepping-stone towards a conceptual structuring of product related stigma issues that could engender vital specifications for a stigma-free design approach. Our conceptual framework encompasses four context modalities and suggests three strategies to contend product related stigma. In a first strategy we situate efforts towards understanding the social and societal context in which products are launched and perceived. A second strategy addresses efforts that the designer can direct towards re-shaping the meaning of the product. A third strategy groups efforts towards empowering the user against stigma