This article deals primarily with object design from a production-theoretical perspective. It is focused on the question of the rhetorical achievement of design, i.e., its persuasiveness, which was already discussed by Buchanan and Krippendorf in 1985. To this day, the relationship between aesthetic and rhetorical calculuses in the design process is controversial in theoretical discussion. The solution to the problem: Aesthetics and rhetoric combine in the appeal structure (1) at the moment of creation of design and (2) at the moment of the user's decision for an object. In these processes, the design argument results from the combination of aestheticized gestalt and rhetorical appeal of an object.

本文主要从生产理论的角度讨论对象设计。它关注的是设计的修辞成就问题，即其说服力问题，布坎南和克里彭多夫在 1985 年就已经讨论过这个问题。时至今日，设计过程中的美学与修辞演算之间的关系在理论讨论中仍存在争议。问题的解决方案：美学和修辞结合在诉求结构中（1）在设计创作的时刻和（2）在用户决定对象的时刻。在这些过程中，设计论点源于审美的完形和对象的修辞吸引力的结合。