The aim of this research is to propose ways in which graphic designers can improve the design of commercial signage in Amman, Jordan. A survey of the effectiveness of recent signage regulation in the type and placement of commercial signage has led to the conclusion that regulations alone will not lead to improved quality in the production and siting of commercial signage without multi-stakeholder involvement and the dedicated training of those working in this field. There is a need for practitioners to develop specialised skills and knowledge in sign design, as opposed to applying only generalised graphic design techniques to sign production. Such skills include problem-solving, visual communication methods and competency in the application of the latest multi-media technology. It is proposed that by developing and incorporating sign-design competencies within the graphic design curriculum, practitioners will be better able to work effectively in this field. Following the investigation of the situation in Amman with respect to commercial signage, four related investigations were undertaken in order to formulate a list of recommendations which could be incorporated into an improved curriculum for teaching sign design. The first study investigated the problems caused by poorly designed and situated commercial signage in Amman. The second and third studies investigated urban signage solutions adopted by companies in other parts of the world, namely the global marketing of the McDonald’s brand and the corporate signage of Coventry University UK. The final study was a comparative investigation of graphic design education (with respect to sign design) in Jordan and the UK. Following these investigations, the Delphi technique was employed to elicit a set of 25 competencies for sign design learners, recommended by an expert panel of sign industry professionals and design academics. It is anticipated that the incorporation of such competencies will contribute to the improvements within the sign industry, as designers become better equipped for the task of sign design. Therefore it is anticipated that this research will contribute to the furthering of design practice by identifying the additional knowledge and competencies that graphic designers need to create appropriate commercial signs.

Growing recognition of the profound topics affecting society; including population changes, social issues, and environmental crisis; is emphasising the need for industrial designers to address additional goals beyond those associated with purely commercial targets. Industrial design consultants, however, have a myriad of complex and inter-related elements influencing their work. This thesis investigates those influences and offers a portrayal of what affects industrial design consultants addressing more responsible design goals within their commercial remits. It reviews the literature relating to the nature and role of industrial design, and its relationship with society s larger needs. From this, it expounds the methodology underpinning the investigation, and describes the phases involved. Two main studies were undertaken to pursue the research objectives: an explorative workshop involving 19 participants from design practice and academia; and a series of semi-structured in-depth interviews involving a total of 31 industrial design consultants, leading academics, and design-related strategic consultants. From the analysis of the data, three sets of key observations and theory are presented in the thesis. The first set of findings examines the range of influencing factors acting on the consultant and their work by depicting the characteristics of the main elements constructing the product creation context. The second and principal set of findings identifies what determines the possibility for consultants to incorporate responsible design goals within their work. Using a framework derived from the analysis, and drawing on interview data for empirical backing, it expands on six key areas, identifying a critical determining factor for each. The third set of outcomes combines the findings from the primary data with existing knowledge on design actions and behavioural theory, to depict the formation of an industrial design consultant s behaviour and their tendencies towards responsible design. In this way, the research offers a thorough investigation of what affects industrial design consultants addressing more responsible design goals, by considering the characteristics of their circumstances; the determination of their possibility to act; and what shapes their individual behaviour.

Cette thèse aborde l’entrée dans l’espace de vente d’un point de vue spatial et expérientiel. En mettant en perspective les champs de la psychosociologie de l’espace et du marketing expérientiel nous étudions l’entrée dans l’espace marchand et dans la consommation suivant des pratiques d’appropriation de l’espace et un processus de liminarité qui se traduit par des rites de passage. Nous mobilisons des méthodologies qualitatives pour répondre à notre problématique: Comment les clôtures commerciales d’un espace de vente participent-elles à la création d’une expérience de magasinage ? À la suite d’une étude exploratoire, notre seconde étude réalisée en collaboration avec Guerlain nous permet d’analyser l’expérience de magasinage dans le contexte d’une enseigne dont les points de vente aux designs d’espace différents sont implantés dans divers environnements commerciaux. Nos résultats mettent en évidence que la création de l’expérience de magasinage est une co-production résultant de l’interaction entre les types d’espaces intermédiaires délimitant le magasin, la ritualisation de l’expérience et les pratiques d’appropriation des visiteurs. / This thesis studies the store entrance in a spatial and experiential way. Using both the conceptual framework of environmental psychological sociology and experiential marketing, we study the entrance into the market place and consumption through space appropriation strategies and a process of liminality which results in rites of passage. Combining qualitative methodologies we answer to our research issue: How retail space fences are involved in creating a shopping experience? After an exploratory study, our second study made with Guerlain allows us to analyze the shopping experience in the context of many stores designs located in various commercial environments. Our results show that the creation of the shopping experience is a co-production resulting from the interaction between the types of intermediate spaces delimiting the store, the ritualization of experience and the appropriation process of consumers.

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