Short answer

Designers must acknowledge that a product's form and appearance can carry significant social and psychological weight, influencing user behaviour beyond its primary function.

Field: User-Centred Design
Source: PLoS ONE (2023)
Method: Qualitative research, Action Theory, Sociological analysis
Evidence: Moderate effect

The design and visual characteristics of face masks can convey multiple social meanings, influencing how individuals perceive themselves and their role in society, thereby shaping their behaviour. This user-centred design research insight is drawn from a 2023 study published in PLoS ONE. Using Qualitative research, action theory, sociological analysis, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers must acknowledge that a product's form and appearance can carry significant social and psychological weight, influencing user behaviour beyond its primary function.

Study

User-Centred DesignRecentModerate effect

Face mask design influences user perception and behaviour through 'mask multivocality'

The design and visual characteristics of face masks can convey multiple social meanings, influencing how individuals perceive themselves and their role in society, thereby shaping their behaviour.

PLoS ONE · 2023

Key Findings

01Face masks are not just protective equipment but are imbued with multiple social meanings ('mask multivocality').
02Individuals interpret and utilize these meanings differently based on their social orientation (atomist, collectivist, dualist).
03Dualists, in particular, engage with more contradictory meanings from masks, reflecting both vulnerability and transformative potential.
04The meanings derived from masks can influence an individual's sense of agency and their perceived power in social situations.

Application

Design takeaway

Designers must acknowledge that a product's form and appearance can carry significant social and psychological weight, influencing user behaviour beyond its primary function.

How to apply

When designing products that will be worn or used in public, consider how different aesthetic choices might be interpreted by various social groups and what messages they might convey.

Project actions

01Consider the social and cultural context when designing products for public use.
02Explore how different aesthetic choices can communicate different messages or meanings.

Method & Evidence

AimHow do the symbolic meanings and social interpretations of face mask design affect user behaviour and self-perception during a public health crisis?

MethodQualitative research, Action Theory, Sociological analysis

ProcedureThe study analyzed user practices and perceptions of face masks in South Korea during the COVID-19 pandemic, drawing on action theory and developing a typology of social individuals (atomists, collectivists, dualists) to understand their engagement with masks. It proposed a 'theory of mask multivocality' to explain how masks become imbued with various meanings.

ContextPublic health, Social behaviour, Product design (accessories)

Variables

IVDesign characteristics of face masks (e.g., colour, pattern, material, shape)

DVUser perception of the mask, User behaviour (e.g., compliance, social interaction), Self-perception of the wearer

CVPublic health context (e.g., pandemic status), Cultural norms, Individual social orientation

Strengths & Limitations

Strengths

+Introduces a novel theoretical framework ('mask multivocality') to understand product symbolism.
+Connects individual agency and social roles to product use in a real-world crisis.

Limitations

The social meanings of products can vary greatly between cultures and over time, making it difficult to generalize findings.

Reliability & validity

The study's reliance on sociological interpretation may introduce subjectivity. Validity could be enhanced by triangulating findings with quantitative data on mask usage patterns or surveys on perceived mask meanings.

Think critically

To what extent can designers intentionally leverage 'mask multivocality' to influence user behaviour or social outcomes, and what ethical considerations arise from such intentional design?

Design Principles

"Design for social signalling: Consider the symbolic meanings and social interpretations that a product's form, aesthetics, and materials can convey to users and the wider community."

Understanding how mask design communicates beyond its functional purpose is crucial for designers creating products intended for public use. This insight highlights the importance of considering the symbolic and social dimensions of design, as these can significantly impact user adoption, compliance, and overall experience.

What This Means for Your Design

How a mask looks and how people use it can tell us a lot about their social identity and how they feel about themselves and others.

How to use in your project

1.Use this research to justify exploring the social and symbolic aspects of your design, beyond just its functional requirements.

Add to My Project

Quick Cite

Paragraph starter

Research by Shim (2023) suggests that the design of face masks carries significant social meaning, influencing user behaviour and self-perception through 'mask multivocality'. This highlights the importance of considering the symbolic and aesthetic dimensions of product design, as they can shape user engagement and social signalling beyond functional utility.

Source

PLoS ONE

Mask sociology as a way of action theory: Voices of the face mask among social individuals in the COVID-19 masquerade in South Korea

journal · 2023

View source

Questions About This Research

What does the research say about face mask design influences user perception and behaviour through 'mask multivocality'?: Designers must acknowledge that a product's form and appearance can carry significant social and psychological weight, influencing user behaviour beyond its primary function. Evidence: PLoS ONE (2023).
Why does "Face mask design influences user perception and behaviour through 'mask multivocality'" matter for design?: Understanding how mask design communicates beyond its functional purpose is crucial for designers creating products intended for public use. This insight highlights the importance of considering the symbolic and social dimensions of design, as these can significantly impact user adoption, compliance, and overall experience.
How can designers apply this research?: Designers must acknowledge that a product's form and appearance can carry significant social and psychological weight, influencing user behaviour beyond its primary function.
What were the main findings?: Face masks are not just protective equipment but are imbued with multiple social meanings ('mask multivocality').. Individuals interpret and utilize these meanings differently based on their social orientation (atomist, collectivist, dualist).. Dualists, in particular, engage with more contradictory meanings from masks, reflecting both vulnerability and transformative potential.. The meanings derived from masks can influence an individual's sense of agency and their perceived power in social situations.
What research method was used?: Qualitative research, Action Theory, Sociological analysis.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2023 journal from PLoS ONE.
What should I do differently in my next project?: When designing products that will be worn or used in public, consider how different aesthetic choices might be interpreted by various social groups and what messages they might convey.
What are the limitations?: The study is context-specific to South Korea and the COVID-19 pandemic, and findings may not directly translate to all cultures or other types of face coverings.