Open Access Te Herenga Waka-Victoria University of Wellington
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Parametrics and the masculine: Exploring contemporary masculine qualities through a parametric design approach

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posted on 2021-11-22, 20:01 authored by Soares, Gideon

This research examines the potential of parametric design and contemporary design practice according to the following question: “How might parametric design be utilised to express qualities of contemporary masculinity in men’s products?” The goal of the research is to suggest a strategy that may be applied to contemporary design practise in order to more effectively support male consumer’s identities, needs, and desires. This is addressed through a case study that prioritises the expression of contemporary masculinity and related qualities in the consideration of the employed materials, form and design details. In developing this research, participant interviews, and a series of questionnaires were utilised to gather responses leading to the construction of material photo studies and data visualizations. Based on the data collected, a parametric definition was developed that supports the customisation of product containers in addressing the expression of contemporary masculine qualities. The parametric definition was applied in the design of a series of initial product prototypes that expressed the contemporary masculine qualities as identified by participants. The prototypes were subsequently assessed through participant interviews alongside a series of material swatches of varying surface qualities. Feedback from the interviews led to refinements in the product container designs within the parametric interface and the generation of a series of higher fidelity digital prototypes. These prototypes sought to effectively reflect the participant’s interpretations regarding the expression of contemporary masculinity.


Copyright Date


Date of Award



Te Herenga Waka—Victoria University of Wellington

Rights License

Author Retains Copyright

Degree Discipline

Industrial Design

Degree Grantor

Te Herenga Waka—Victoria University of Wellington

Degree Level


Degree Name

Master of Design Innovation

ANZSRC Type Of Activity code

970112 Expanding Knowledge in Built Environment and Design

Victoria University of Wellington Item Type

Awarded Research Masters Thesis



Victoria University of Wellington School

School of Design


Sweet, Tonya; Miller, Tim