ABSTRACT
However, the rst self-styled industrial designers working in the United States in the 1930s ( Sparke 1983 ) incorporated intelligence from consumer research to streamline their sales curves as much as the consumer goods they styled. While in the US Henry Dreyfuss modelled the measurements and contours of his consumers, Joe and Josephine, in his ergonomic approach ( Dreyfuss 1955 ; 1960 ), in the United Kingdom Independent Group artist Richard Hamilton claimed that designers should not stop at designing goods and services, but they should simultaneously design the consumers for those products ( Hamilton 1960 ).
