seyed ali faregh

The study is an exploratory research based on a systematic review conducted qualitatively. It examines recent studies on the growing trends towards design participation in innovation management processes, specifically focusing on one of the main streams of research: design-driven innovation and the innovation of meaning. This research aims to define and introduce the infrastructure of this field. Therefore, the elements of analytical innovation and interpretive innovation are extracted from sources and compared across several parameters. Analytical innovation is characterized by structured and logical approaches, while interpretive innovation involves subjectivity and context. After defining hermeneutics as the science of interpretation, hermeneutic concepts are analyzed and extracted in relation to interpretive innovation in a design workshop. Concepts such as the hermeneutics of discourse, horizon of expectation, fusion of horizons, hermeneutic dialogue, metaphor, and narrative are discussed. To determine the complex relationship between hermeneutic concepts and visual representation design concepts, a bibliographic network of studies in this field was conducted. This included topics like interpretation, communication, phenomenology, design thinking, and human-centered design practice. Looking ahead, hermeneutics is poised to influence cultural inclusiveness, sustainability, ethical considerations, and interdisciplinary collaboration in design. It will also play a fundamental role in shaping digital experiences and fostering responsible innovation. Embracing these possibilities leads to a more holistic and ethically informed approach to design-driven innovation in our evolving world.

Agricultural endeavors alone are insufficient to meet the requirements of rural communities. Consequently, comprehensive investigations have been undertaken to assess the economic viability of tourism farms. Nevertheless, a field that holds promise for further exploration is the mapping of tourists’ experiences within agricultural landscapes. The focus of this study is on mapping the journey of tourists in agricultural settings, with South Khorasan province serving as the research area due to its potential. The research methodology employed a standard questionnaire tool, "Motivational factors in tourists," with a reliability higher than 0.95 according to Cronbach's alpha method for all dimensions. In addition to questionnaires, semi-structured and in-depth interviews were also conducted with 30 domestic agricultural tourists who visited a saffron farm in Birjand in November 1402. Due to the limited statistical population, the sample is equal to the population. Therefore, the census was taken. The results of the questionnaire data were analyzed using SPSS 26 software and a descriptive statistical test method. As a result, we identified the most important motivations of tourists and their components. The interview data was also analyzed using a qualitative method based on foundational data theory and employing open, central, and selective coding, which led to the discovery of tourists' touchpoints in three main categories: before the trip, during the trip, and after the trip. This research presents a strategy for creating or developing services by integrating tourists' motivation with touchpoints based on tourist expectations, offering practical insights for the development of agricultural tourism. In the end, five key requirements for the design of touchpoints in agricultural tourism farm services are introduced, providing actionable recommendations for stakeholders in the field. Keywords: Service Design, Agricultural Tourism, Tourist Motivation, Touchpoints 1. IntroductionThe tourism industry plays a crucial role in the global economy, contributing significantly to job creation, export income, and domestic added value. Within the tourism literature, design has been associated with the planning and development of tourism, specifically addressing the characteristics of design in the development of facilities and infrastructures to facilitate tourist activities. Service design is a topic that examines services from the perspective of both the customer and the service provider (Holmlid & Evenson, 2008). Moreover, service design involves designers who aim to create solutions through a heuristic, iterative process, addressing the desired issues systematically. A critical aspect of service design is the visual representation known as the service blueprint, which illustrates the customer's interaction with service personnel and the overall service experience (Shostack,1982). Similarly, interaction points between customers and service evidence or touchpoints are essential elements in service design (Bitner et al., 1990). The development of the concept of service in service design is also significant. It is understood as a mental image of the service (i.e., service in the mind) held by customers, service personnel, and designers. This concept mediates between customer needs and the strategic goal of service providers (Goldstein et al., 2002). Service design, with its focus on adaptability and customer-centric solutions, offers a promising approach to addressing the multifaceted nature of the tourism experience. While the direct application of service design in tourism can be challenging, the potential of design elements such as service touchpoints and customer journeys, when considered as stand-alone design elements, offers optimism about their potential in the context of tourism. Tourism encompasses a wide range of services, including airlines, accommodation, and entertainment, as well as interactions with places, objects (e.g., landscapes), people (e.g., locals), and other sources of interaction in tourist destinations. These elements are often classified as services. 2. Literature ReviewService design is a unique field with a deep history rooted in the human-centered design tradition of industrial design. It involves a set of activities that plan and organize people, infrastructure, communication, and material components of a service to enhance its quality and the interaction between the service provider and its customers (Marie-Thérèse & Schneiders, 2011). Additionally, the creation of a common language for organizing and planning these components to improve the quality of interactions is a fundamental aspect of service design (Government, 2014). New customer-oriented service behaviors are developed and tested through previous interactions and communications between users and service users and their providers, leading to optimal solutions. Service design adopts a human-centered approach based on customer experience and design decisions by systematically and iteratively identifying stakeholders and their perspectives, guiding users through the learning cycle (Saco & Roberto, 2008). The primary definition of  service often focuses on innovation in service performance, which includes planning and developing the ability to use practical elements for a new service experience (Bocken & Prendevilleg, 2016). Design methods have been applied across various service domains, especially experience-oriented services, such as entertainment, tourism, and hospitality. Recent studies highlight the application of service design in the tourism experience and identify it as a commonly used tool in service design research to explore and evaluate tourism experiences (Stickdorn & Zehrer, 2009). For instance, Tussyadiah & Zach, (2010) utilized mobile ethnography to capture and understand experiences in tourism service design, recording user memories to evaluate visitors' experiences with new tourist attractions. This approach served as a basis for designing better tour experiences in destinations, grounded in a consumer-driven innovation strategy (Trischler & Zehrer, 2012). Service design tools such as user personas and service scenarios have been employed to provide tailored experiences to different visitors in theme parks. These studies emphasize using design tools to discover, observe, and understand visitor experiences, identify problems arising from these experiences, and design better experiences. Although various terms are used to describe these approaches in service design (e.g., service design, user experience design, customer experience design), and the outcomes of the service experience design process vary, it is clear that the primary focus of design research is to create a high-Quality experience for consumers, which implies the necessity for service providers to work closely with consumers to understand their experience better and validate different service scenarios created through an iterative process. This underscores the importance of consumer participation in designing experiences (Martin & Hannington, 2012). 3. MethodologyConsidering the importance of field research, experimental research, and testing in service design, a comprehensive set of methods was employed for this project. The research included three stages: in the first stage, we used a questionnaire to identify the main motivations of tourists visiting the saffron agricultural tourism farm, and in the second stage, in-depth interviews with tourists were conducted to analyze the collected data and identify the touchpoints experienced by tourists. The last step was to create a connection between the touchpoints and the motivations of tourists to visit. The statistical population of this research is those who visited a saffron farm in Birjand in November 1402. Due to the limited statistical population, the sample is equal to the population. Therefore, the census was taken. The estimated number of the sample was about 30 people (15 women and 15 men). In this research, in addition to library research helping in discovering relevant literature, a questionnaire was developed to investigate tourists` motivational factors. This 15-question survey aimed to assess motivations across four dimensions: relaxation-recreational motivation, ecotourism motivation, historical-searching motivation, and pilgrimage-cultural motivation. The questionnaire used a 5-point Likert scale for scoring. Face validity was confirmed by using the opinions of several professors and experts; its reliability was assessed using Cronbach's alpha, yielding coefficients higher than 0.95, which is considered desirable (Ebrahimzadeh & Volashjardi Farahani, 2013). Data analysis was performed using SPSS software version 26. 4. ResultsBased on the location and timing of the research, as well as the available samples, 30 questionnaires were collected from agricultural tourists at the Birjand saffron farm, comprising 15 men and 15 women. The scope of the research was determined using a Likert scale, ranging from 1 (very low) to 5 (very high), with scores between 30 and 150. Thus, scores of 30-60 indicate a very low tendency, 61-90 low, 91-120 average, 121-150 high, and 151-180 very high.Preliminary analysis reveals that the majority of respondents are aged 20-50 years, accounting for 43.3% of the sample. A significant portion holds a bachelor's degree, representing 46.7% of respondents. The sample exhibits Considerable diversity in the job groups sample, including students, housewives, retirees, freelancers, nature tourists, businessmen, and other jobs groups, including students, housewives, retirees, freelancers, nature tourists, businessmen, and other professionals such as graphic designers, marketing managers, engineers, lawyers, teachers, and university professors. The largest occupational group is "other," comprising 26.7% of the sample, followed by students at 16.7%. Married individuals make up 66.7% of the sample, and those without children constitute 40%, while those with four children represent the smallest group at 6.7%. A notable finding is that 80% of the sample consists of out-of-province tourists, contrasting with the 20% of in-province tourists. According to the questionnaire result on tourist motivation, the highest score was in the "ecotourism motivation" dimension, with a mean score of 125.3, and the "relaxation-recreational motivation" dimension, with a mean score of 123. These scores correspond to "very high" levels of desire, with 83.55% and 99.81 of responses, respectively. The "Historical-searching motivation" dimension scored 119, indicating a "high" level of desire at 79.33%. Service design tools were employed to understand tourist touchpoints thoroughly. The tourist experience is interconnected, with each component influencing the overall experience. Through in-depth interviews with 30 sample tourists, we used the customer experience map tool to identify all touchpoints between tourists and the service provided by the saffron tourism farm. This study integrated these touchpoints with the main motivations of tourists, as presented in Table 7. Consequently, five key requirements for designing touchpoints in agritourism farm services were identified. 5. ConclusionThis paper proposes a method to integrate tourists' main motivations and touchpoints using service design tools such as customer experience mapping. These tools facilitate the creation and implementation of differentiated services through the identification and enhancement of touchpoints. This integration led to the development of five guidelines for designing touchpoints based on tourists' primary motivations. Implementing a strategic approach to touchpoints represents a thought pattern in service design that enables stakeholders in agricultural tourism farms to seek innovative and effective solutions for addressing small-scale tourist farms with limited resources through the deepening and improvement of existing touchpoints. At the same time, larger companies can achieve this by increasing both the number and quality of touchpoints.This research stands out from existing studies that have primarily focused on investigating and understanding the dimensions of the tourism experience, tourist motivations, and their relationship with services. Instead, it emphasizes defining meaningful relationships between tourists' motivations and agricultural tourism services, thereby assuring an improvement in service quality using the introduced tools and models.

The The real world is characterized by deep similarity and interdependence with ill-defined problems, observablein different contexts. Every day, thousands of ill-defined problems are analyzed by people in various sciences, andamong the solutions, one is chosen for implementation. Addressing such questions requires a unique ability, and thisfeature creates a distinction between professionals and beginners in the relevant field. Therefore, the ability to identifysuch problems is very important, because solving these problems with a limited vision may lead to an inadequate andincomplete solution, which sometimes leads to irreparable consequences in various fields. For this purpose, educationaldesign models were examined in this research. This study was conducted according to the characteristics of the designproblem, with the aim of choosing a suitable model to address and solve ill-defined problems in different areas of the realworld.

Studies emphasize the possibility of cognitive and emotional controlling of creativity. Various studies indicate that emotional and behavioral harassment could be implemented independent of conscious choice and guidance, which could be applied to influence creativity.These studies use external environmental stimuli and preparation techniques to activate mental representations, often based on the theory of embodied cognition, an approach that provides a basis for turning mental states into physical ones and vice versa. In other words, physical states can affect or even induce psychological states and thus affect behavioral outcomes.Over time, the concept that creativity also has a physical foundation has gradually evolved. Research evidence has shown that embodying common verbal metaphors in a specific language, both mentally and physically, can lead to the promotion of convergent and divergent thinking. Therefore, this research raises these questions for the first time: which symbol of embodiment can be attributed to creativity? Furthermore, can such an embodied symbol replace embodied verbal metaphors related to the concept of creativity and be used as a trigger or environmental stimulus to facilitate creativity?Therefore, this innovative research aims to extract the embodied symbol of creativity (based on the embodied cognition approach) and investigate its impact on creativity.

This mixed-method research was carried out in two stages: 1) Qualitative-extracting the embodied symbol of creativity and 2) Quantitative-examining this symbol on the level of creativity of industrial design students. First, during a call with the aim of extracting the physical symbol of creativity, the students of theater schools in the country were invited to imagine themselves in a state as if a creative idea came to their mind and then take pictures of their performance state (facial mimicry, shoulder and hand position). Then, the set of submitted images (80 images) was judged by five experts. Next, this symbol was reevaluated and voted on 30 volunteer art students at Tabriz Islamic Art University, so the image with the most affinity for inducing the concept of creativity was selected as an embodied symbol of creativity.In the second stage, to investigate this symbol's effectiveness on creativity, a semi-experimental method was used with a pretest-posttest design along with a control group. The target population included all students in the 4th to 6th semester of Bachelor of Industrial Design at Tabriz Islamic Art University. The sample group included 30 people who volunteered to participate in the research and were randomly divided into two groups of 15 people as experimental and control groups. Before the start of the intervention, both groups took Torrance's Figural test as a pretest (Form B) and were again tested with the same test as the posttest after two weeks. During the posttest, the experimental group, at the same time, was given the embodied symbol of creativity as an intervention, but the control group received no intervention. The data obtained were analyzed using the multivariate covariance methods on SPSS-23 software.

In the first stage of the research, the images received from 80 theater students showed that 68% of the images are closely similar in terms of facial expressions, shoulder, and hand movements (indicating the "Aha moment"). In the meantime, after the final judging by five experts and voting by 30 art students, Figure No. 1 was chosen as the embodied symbol of creativity with the most votes (13 votes), which was 43% of the total votes.In the second stage, the average age (standard deviation) of the experimental and control groups were calculated as 21.53±0.834 and 21.80±0.941, respectively. In addition, the information about the participants' gender, separated into two experimental and control groups, showed that the gender of the majority of the experimental group members was female (60%), and the gender of the majority of the control group members was male (93.3%).This study examined the impact of tangible symbols of creativity on the creativity levels of industrial design students. The descriptive findings revealed an increase in the creativity post-test scores of the experimental group. This improvement was evident in key statistics like the mean and standard deviation. Meanwhile, the control group's scores remained essentially unchanged. The mean (standard deviation) in the pre-test and post-test of the experimental group was 159.20 (69.68) and 178.73 (59.45), respectively, and the mean (standard deviation) in the control group's pre-test and post-test were 181.13 (59.11) and 180.13 (60.67), respectively.Multivariate covariance analysis tests were used to determine the effect of the embodied symbol of creativity on the level of creativity and its sub-components (initiative, flexibility, fluency, and expansion). However, before the inferential analysis, parametric assumptions were also observed. Shapiro-Wilk test to measure the normality of the distribution of the research variables, Levine's test to check the equality of error variances, M-Box test to check the homogeneity of the variances of the dependent variables, and the assumption of homogeneity of the regression slope.In order to determine the effectiveness of the embodied symbol of creativity on the creativity sub-components, the multivariate covariance analysis test was used, indicating its significant effect on the fluency sub-component of creativity in the experimental group (F=18.54, P<0.01). Moreover, the effect size (Eta square) indicates that the changes in the scores of the groups in the fluency component, as much as 0.436, were caused by the implementation of the independent variable (an embodied symbol of creativity).

The findings indicate the extraction of the embodied symbol of creativity in the innovative way of this research and its ability as a trigger (effect size 0.436) of the cognitive dimension of the creativity process based on the promotion of the fluency component (F=18.54, P<0.01). However, using this symbol has not affected the other sub-components of creativity (originality, flexibility, and elaboration).The results indicate that it is possible to consider the extraction of an embodied symbol that gives the same visual direction and reference to the mental metaphors of different people about the concept of creativity. Due to its similarity with the representational mode of "Aha Moment", it could advance beyond the boundaries of the Persian language and its mental metaphors to find a cross-cultural application. However, conclusive results in this area require more extensive neurological evidence and experiments.

A concept called perception is used to express the fact that humans can make mistakes. The existence of error in perception shows that what we feel is not necessarily what we understand in our minds. Humans cannot always consciously behave in the same way as a machine. Despite the two types of human and machine behavior that have inherent differences; complex processing in perception and recognition, combined with high speed and accuracy, machine-oriented behavior, and heavy volume of operation, easily leads to user errors. Evaluating these types of errors helps us improve our understanding of human behavior. Design for behavior change is a sub-category of design, which is related to how to shape behavior or use it to influence human behavior. With the emergence of design for behavior change, a powerful method has emerged to enable us to recycle, use energy much more effectively, and change the way we think about social interaction. However, on the topic of design for behavior change, little work has been done to link ideas and techniques across different fields, identify common themes, and present them in a form that can be applied during the design process to develop new products and systems. This research has tried to understand the functioning and limitations of the mind, the formation of behavior, and human errors; Adapted the theory of Saqlameh to the topic of " design for behavior change ". The theory of "Nudge" is a set of simple and low-cost solutions to reduce a wide range of problems caused by human behavior. In other words, Saqlameh's theory ignores laws, regulations, and interventions that change economic incentives, but instead includes a variety of soft functions. By studying the behavior of the "user" and its interactions in design and the "homo sapiens" in nudge theory, it is possible to define the position of the choice architecture for the designer. Because the user often uses the logic of exploration, trial and error, and automatic system while using the products; As a choice architect, the designer can influence the user's behavior by providing effective solutions and guiding the automatic system through brainstorming, and changing the behavior to improve interactions with the designed system. In this research, in addition to collecting information, documents, and library studies, the data obtained from the questionnaire has been examined. Finally, with the help of one of the principles of choice architecture called the principle of error expectation, the refueling process in gas stations was changed and improved; To minimize the placement and forgetting of the fuel card by the user in stations. Such principles help the theory of knowledge with the help of design to change behavior; It can be used in different fields, such as product design, service design, user experience improvement, etc. Design considerations can therefore be part of any behavior change strategy in which design can play a role.

One of the main elements of rescuing the wounded and injured is their prompt and efficient transfer to healthcare centers. Motorcycles perform better in certain essential conditions, such as heavy traffic, particularly on narrow streets and roads, owing to their agility and smaller size compared to vans. While the current motorcycle ambulances are constructed with the objective of getting the rescuer to the bed of the injured or patient, they are not appropriate for transferring the injured. This study has been done with the purpose of developing ways for analyzing the requirement and need of adding a casualty transportation system to the motorcycle ambulance. The research is qualitative and applied-developmental in terms of aim. For this goal, after reviewing the theoretical underpinnings and associated scientific books, the data was gathered, using questionnaires and interviews 120 persons who participated in the research as a panel of experts and evaluated using the congruence technique. The Cronbach's alpha value was 0.837, which supported the sufficient reliability of the questionnaire. Finally, through statistical analysis of the data, probable strengths and weaknesses, as well as possibilities and dangers for the execution of the plan were identified. The findings of the SWOT analysis revealed that it is feasible to create unique equipment and facilities such as special seats or wheeled stretchers, etc., to carry the patient for this help, and it may boost the efficacy and efficiency of the ambulance motorbike to a substantial level. If this occurs, it will be feasible to rescue the victims sooner and under better and more favorable circumstances

This paper explores the transformative role of design thinking in education, exploring its evolution and practical applications. In the face of technological advancements and shifting job landscapes, design thinking emerges as a vital tool to align education with societal changes. Drawing from global examples, such as Denmark and China, where design thinking is integrated into education and policies, the article assesses its impact on modern learning. Through a literature review, the advantages, challenges, and practical applications of design thinking in diverse educational settings are examined. Trustworthy sources, including scholarly papers and research reports, inform a comprehensive research framework. The findings emphasize design thinking’s capacity to advance educational processes by fostering critical thinking, creativity, and collaboration. Rooted in domains like industrial design and architecture, design thinking enhances problem-solving and empathy, and is grounded in understanding subjects, user needs, and environments. In conclusion, the paper underscores design thinking as a catalyst for nurturing critical thinking, creativity, and teamwork in education. It highlights the significance of collaborative skills and feedback in enhancing design quality, showcasing design thinking’s potential in addressing complex issues and promoting individual development. Design thinking aims to innovate and effectively address complex issues by analyzing problems precisely. The article emphasizes teamwork’s significance in design thinking, as collaborative skills, ideas, and perspectives enhance design quality. Evaluation and feedback further enhance progress and efficiency. In conclusion, the article highlights the capacity of design thinking the paper highlights the significant role of design thinking in promoting required skills in the education realm.

The main concern of the design category in design studies is the process of creating an idea in the majority of strategies and solutions to face a specific problem and practical action to solve it in such a way that paying attention to the "context" of the problem is an integral part of the mentioned process. On the other hand, great Islamic thinkers also refer to the discipline of jurisprudence as "Sanaat"; In such a way that the jurist infers and presents the best Shariah explanation to answer current issues according to their content and context; Therefore, from a comparative point of view, not only the two mentioned disciplines are not in conflict with each other; Rather, both of them can be considered as belonging to areas of human knowledge that, while being separate from other areas of knowledge that only emphasize pure knowledge, include practical wisdom that oversees the categories of the future and design; In this regard, the current qualitative research is included in the category of applied research, and by using the descriptive-analytical method, it deals with the common themes that can be proposed in the two disciplines of jurisprudence and design.

Problem Definition:

 In the contemporary world, human artifacts are more than simple tools of convenience in our daily lives. They actively shape, although indirectly, human actions and experiences, individuality, quality of life, decisions and values, and affect the way we adhere to ethics. Therefore, considering the important role of these artifacts in the moral dimension of our social life, and also the slow progress of society's ethics compared to technological advances, a designer can materialize moral values as interactive performative artifacts with an emotion-driven design approach, and present them to society aiming at arousing and encouraging the actants to act morally and also help improve social moral values. But "what are the characteristics of these moral artifacts and how can they help moralize life and society more effectively"?

The goal of the research is first and foremost, to investigate the features and functions of interactive value driven artifacts by studying existing examples. Second, to explain the principles of designing such artifacts; and finally, to realize these principles as design concepts.

The research adapts the «descriptive-analytical» method. Using this method, it first investigates interactive value-driven artifacts (based on theoretical studies), and discusses the existing examples of these artifacts with an emotion-driven approach.

By examining and analyzing interactive value-driven artifacts (economic, emotional, and moral) which have been purposefully selected under the research, it can be claimed that interactive value-driven artifacts with an emotion-driven approach, and also performative artifacts, can be effective in creating awareness and encouraging reflection because of their ability in creating admiration, guilt, encouragement and reproach (during the process of interaction or as a consequence of interacting with them). As a result, they can change the behavior of their users and ultimately result in the promotion of ethics in society.

Instead of simply reiterating previously established ideas and solutions, this article claims that design is a process for creating new concepts and approaches that can transform the world. To put it another way, design can be thought of as a goal-oriented function that aims to change the current circumstances into more desirable and anticipated events. Exploring the nature of design and its connection to science, this research has produced several notable results. The contributers demonstrate the significance of this topic by studying the role of design from many scientific and philosophical perspectives. To represent the most critical aspects of design and reveal the connections between them, this research intends to describe, develop, and communicate the knowledge of design, clarify the relationship between design and science, and look at the place of design in several scientific disciplines.
In the framework of this research, it is supposed to answer the following questions: "What are the most distinguishing features of design from the point of view of theorists in the design field" and “In what areas can these features be investigated?” The current study was conducted using a descriptive-analytical methodology, the data theory of the foundation was based on induction, and the information collection was desk-based - including the analysis of articles, books, and written texts. The research investigates the relationship between design and science from a fundamental view point and presents a theory to clarify this relationship. The foundation's data analysis method creates a written and documented strategy through the systematic gathering of data and their inductive analysis, which was implemented to resolve the research's open-ended questions.
This theory is based on the information gathered and analyzed throughout the study. This research uses the foundational data theory to investigate the area of innovation in the space of science and knowledge, expressing the essential features of design and categorizing them into three groups after studying the research text and critical works in the fields of design knowledge, and design philosophy, and design studies. The group uses open, axial, and selective coding to present a theory utilizing them. As a result, from this aspect, the type of study is theoretical, and the methodology is content analysis, which is based on looking at and inferring themes from the data.
The investigation's findings are as follows: Open coding was used to extract 51 design features. Axial coding was performed on 13 study areas; each feature's position was confirmed, and selective coding was used to determine their relationships with one another. All components were based on similarity. The three groups that make up their research areas are epistemology, nature, and design knowledge. Following the coding stages, this theory states that half of the most significant design features are in the field of design knowledge, which includes the three words proposed by Cross and the two words approach and design research, which represent 24% of all design features.

The connection between the philosophy of "education" and "design" is dependent on the influence of social norms, and the inherent existing connection between the elements of "truth seeking" and "action orientation", as well as the common theme of "Action in pursuit of desirable change" as long as the intended result is achieved. Taking these into consideration, the current study aims to analyze the commonalities of “Education Research” and “Design Research” subtypes, under the title of “Ethical Action Research”. Research in the aforementioned fields is the same as taking action in them. The current conceptual research is of a fundamental-theoretical type, which has used the descriptive-analytical method to analyze, interpret and combine the results and findings, after examining the fields of "Ethical Action Research", "Education Research" and "Design Research". The results indicate that producing knowledge in the previously mentioned research subtypes is done in the form of "Ethical Action Research" in the fields of science, philosophy and technology. "Theoretical reason", "Productive Action" and "Instrumental Action" are utilized to evaluate and find solutions for the dilemma. Inductive, analogical and abductive reasoning are the dominant logical solutions for the preeminent realization of the aforementioned action. “Ethical Action Research” could therefore be considered as the intersection between the two researches types of “Educational Action Research” and “Research Through Design”. It is advised that for future research, their interaction and synergy is taken into consideration due to the commonalities in their background.

After the decline of modernism and the rise of postmodernism, the emotional capacities and emotional abilities of products as a major function of industrial artifacts used more than before and the interaction between user and the product was seriously considered by researchers. One of the common and effective emotions of human beings, which has positive psychological effects in terms of spiritual expansion and mental pleasure, is the sense of happiness and humor. The purpose of this article, which is promotional, is to investigate the role of sentimentality in the interaction between products and users, and in particular to express how humor impacts the user of product. In this study, after addressing the issue of sentimentality through descriptive research and examining the behavioral phenomenon of humor and humor from a psychological point of view, the role of different types of humor in products is focused on elements such as form, function, material and color. These products visually stimulate user emotions., which leads to their pleasure. The result of this study shows the role and importance of humorous design in the commercial success, particularly with emotional audiences.

Cultural heritage, as a mirror of human ingenuity, reflects the diversity of human civilization and serves as a bridge between the past and present, shaping our collective understanding of our shared history. The protection and maintenance of this rich and valuable treasure is a vital responsibility that requires comprehensive and multilateral strategies, as well as the joint efforts of all relevant experts and specialists. In this context, the principles and practicesof health, safety, and environmental engineering (HSE) can significantly contribute to the protection of cultural assets and the individuals involved in their preservation. HSE engineering plays an essential role in risk assessment and management during restoration projects and develops specific safety practices and procedures for safeguarding cultural heritage. By implementing risk management strategies and taking appropriate measures, potential risks to cultural works can be mitigated to an acceptable level. In this article, after identifying and evaluating the threats facing cultural relics, the application of HSE engineering and risk management tools will be explained, along with innovative suggestions and strategies for ensuring the safety and protectionof these invaluable treasures.

The concept of identity in the formation and evolution of management approaches to the brand has always been variable, from prescriptive identity-based approaches to more contemporary approaches such as relational approaches to brand management in which the concept of brand identity is formed during the brand lasting communication, its audiences and their life experiences. The present study seeks to find the answers of the questions related to the brand-consumer relationship; what independent and hidden variables affect the brand authentication by the consumer in the memorable lived experience of the brand and thus the sense of belonging to it? And under what relations do these variables achieve this important? It was done in two steps. In the first step, to achieve the formation nature of the identity concept in the brand-consumer relationship and extract the themes, categories and relationships between them and achieve a conceptual model in this field, the method of interpretive phenomenology and semi-structured interviews with 21 participants were used and in the second step, in order to generalize the results and analyze them, the extracted data provided to 384 participants in the form of a questionnaire and were surveyed. The data analyzed by SPSS and Amos, during which, by approving the structural model of the research, it was concluded that the formation of the identity concept in the lived experience of brand audiences and in the consumer-brand relationship are dependent upon at least 5 themes and 25 related categories.Therefore, it is suggested that brand managers, brand designers, marketers and other experts in these fields, look at the results of this research to create sustainable and identity-oriented brands, as a tool to get rid of the one-dimensional and prescriptive perspective to identity.

Life expectancy is a measure of determining a person's useful life in average. This criterion indicates that each individual must expect how many years of life at least in the community in which they were born or live. Health care, education, personal attitudes, social freedoms and the presence of the media, mainstream lifestyle, the quantity and quality of psychological and physiological stresses, the amount of allowed recreation and general and social happiness, environmental health and economic conditions can be some of the most important factors affecting the life expectancy index. In this study, the role of knowledge and art of design in each of the mentioned components as factors for achieving maximum life expectancy in Iranian citizens is investigated through library and network study.