How Form and Content Intersect in Objectified

In Gary Hustwit's film, Objectified, we are introduced to a very different view on the world.  From the beginning of the film, we are challenged to think of design in a new light as we are told that design is present in everyday life.  Starting at the beginning of our day, when we are woken up by our alarm clocks, until the end of the day, when we brush our teeth and get ready for bed, we are surrounded by design.  As Henry Ford said, "Every object has a story," and in Objectified, we are asked to think about how everyday objects came to be.
We are introduced to a California based design company named Smart Design, where they design objects based on the consumer needs.  By satisfying the extremes of the market, the athletes and the disabled, they are able to design products that can enhance the ergonomic properties of those objects.  With this mission, Smart Design becomes a good introduction for the companies and designers that follow, because they help highlight many of the ideas that those other companies and designers focus on.  For example, Jonathan Ive from Apple said when designing, it is important to have a hierarchy of what is important versus what isn't important.  He also said that designs should be simple so that it makes you think, of course it is like that, why would it be any different? These statements of Jonathan Ive are present in the products that Smart Design presents, because they focus on simple, smart, ergonomic designs that change the way people use these everyday tools without realizing it.
Aside from the objects that are presented, the film itself uses subtle techniques to highlight the people that are talking, or what they are talking about.  During the film, my friend pointed out that the backgrounds were often white, so that the objects or people that were being focused on stood out more.  After she mentioned this, I paid careful attention to the film's form.
Through the subtle presentation of objects and people on white, Gary Hustwit is able to create a background that shows us who or what is important in the frame.  The film's form intersects with the content of the film when the background highlights the object, and the camera is zoomed in to clearly focus on the object.  Through these techniques, Gary Hustwit presents a smart design that allows the viewer to follow what is happening effortlessly.