Interaction of Content and Form in Objectified

The ideas of form - how things are said - and content - what is being said - may seem simple and easy to understand. However, the application of form and content can be a little trickier. A person cannot just throw in random pictures that have nothing to do with the topic at hand. Even when the used pictures are relevant, it is usually insufficient when dealing with greater and bigger purposes that seek to make a difference or impact.

Take Gary Hustwit's documentary Objectified as an example. In his film, every detail is carefully thought out, ensuring that what he wants to say about design and the design process is actually being expressed in the clearest way. In order to do so, Hustwit took advantage of the power of the interaction of form and content.

For instance, the first minute of the beginning sequence of the documentary is entirely absent of verbal dialogue. The audience first sees a black screen which is later accompanied by the whirring and buzzing sounds of working machines. Following this is a series of visuals that reveal different aspects inside a factory, such as the intricate white swirl shavings of material on the floor, chains hanging from the ceiling, a metal funnel with a tube that springs to life after being operated, and a line of white industrialized chairs. All these elements create a form that addresses one aspect of the documentary’s content about the mechanics behind designs, allowing viewers to immerse themselves in the magic of designer dreams transforming into reality, a process that consumers rarely get to witness or experience. This successful introduction is followed by a narration that summarizes Hustwit’s main point that “every object, intentional or not, speaks the who for today,” effectively capturing the attention and admiration of the audience.

Hustwit also implements interviews with designers, such as Jonathan Ive, Dieter Rams, and Marc Newson, to reveal the thoughts and ideas that go through the minds of designers and how they solve the many problems associated with new designs. These interviews are also combined with scenes that illustrate what is being said, such as when Ive talks about the purpose for indicators on a product while the camera focuses on the glowing “on”  light located inconspicuously on the side of a MacBook. This technique of showing examples makes the major concepts in the documentary easier to follow. Furthermore, Hustwit occasionally films from an observer’s point-of-view, such as when the designers discussed about how hand tools (i.e. the pinchers) can be made more ergonomic. This enables viewers to feel like they are a part of the creative design process, further emphasizing the work and thoughts that go into every designed object we encounter in our lives.

[Jonathan Ive talking about the design of the MacBook]

Certainly, form and content require a very clear and well organized relationship to make a successful project like Hustwit’s Objectified.

*Photo taken from Objectifiedfilm.com