The document discusses key concepts from an anthropology of design perspective, including pactum areas, archetypes, and metaphors as they relate to objects. Pactum areas refer to the functional groupings that define an object's performance. The primary pactum area is the minimum necessary for an object's main function, while secondary pactum areas can be stripped away. Archetypes and metaphors emerge from pactum areas and help explain how objects are understood. Designers work with archetypes, metaphors, and transformations of pactum areas.

1. Objects in Context: Pactum Areas, Archetypes and Metaphors Based on “Contributions for an Anthropology of Design” by Dr. Fernando Martín Juez

3. Ap Ap Ap Ap

4. Ap(p) Ap(s) Ap(s) hierarchy Ap(p) Ap(d) Ap(s) Ap(d)

5. Ap(p) Ap(s) Ap(s) Ap(d) hierarchy Ap(p) Ap(d) Ap(s)

6. context Ap(p) Ap(s) Ap(s) hierarchy Ap(p) Ap(d) Ap(s) Ap(d) meanings*

7. ‘ normal’ context new context old meanings* new meanings* new meanings*

11. primary pactum area: lifting and moving loose material (half a dozen secondary pactum areas) (one or two secondary pactum areas)

12. primary pactum area: striking head determinant secondary pactum area: handle A secondary pactum area is determinant when the primary pactum area is useless without it

14. primary pactum area: container secondary pactum areas: handle, base, colour, decorations, edge in both cases, “edge” is determinant

17. source archetype bio archetype techno-cultural archetype (5,000 years old)

20. The phylogeny of this object shows that even after a radical change of material, unnecesary weaving patterns persist.

22. abc  xyz abd  …

25. alphabet: a, b, c… l Christmas: Noel

28. ocean, beach, wave to wave, to say “hi”

31. insects that bite people people who bite insects

32. sustainability

33. http://alesinadesign.com/

34. http://www.springwise.com/eco_sustainability/

35. http://www.springwise.com/eco_sustainability/

36. creativity

37. http://www.springwise.com/style_design/

38. http://www.springwise.com/style_design/

39. http://www.springwise.com/style_design/

40. Dr. Fernando Martín Juez is a professional designer, teacher and anthropologist. He is a researcher at Universidad Nacional Autónoma de México and Escuela Nacional de Antropología e Historia. He teaches anthropology, complexity theory, chaos theory and transdiscipline applied to design. He lives in Tepoztlan. Dr. Ricardo Sosa is a former student of Fernando and now holds a PhD in computational creativity from The University of Sydney, Australia. He thinks that these ideas should be made available to wider audiences and thus decided to translate this section, hoping other designers will find it useful.