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Insights from the fields of behavioral science and evolutionary psychology can rock the foundation upon which good design is built (beauty and function). Learn three counterintuitive truths that reframe the definition of good design while applying them through a simple framework that maps the typical and novel properties of products or concepts to identify strategies for refinement. As a conclusion, this framework draws upon the structure of a joke to compare the similarities between humor and innovation.
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michael roller #idsaaustin14 1
“ People are very open-minded about new things–so long as they are exactly like the old ones.”
–charles F. Kettering
michael roller #idsaaustin14 2
michael rollerdesign director, lPKuniversity oF cincinnatiFlicKr image by m nine
michael roller #idsaaustin14 3
one
good design doesn’t empower people...Good design lets people be lazy.
three counterintuitive truths about design:
two
the most typical design (not the most beautiful or functional) will be the one people choose most.
three
truly unique design won’t get noticed,it will get ignored.
michael roller #idsaaustin14 4michael roller #idsaaustin14 4FlicKr image by i am allan
michael roller #idsaaustin14 5
counterintuitive truth:
good designs don’t empower people...Good designs let people be lazy.
95% of decisions are made subconsciously...
michael roller #idsaaustin14 FlicKr image by i am allan 5
michael roller #idsaaustin14 6michael roller #idsaaustin14 6FlicKr image by riebart
new design can fight against our nature to survive.
michael roller #idsaaustin14 7
if it takes effort to understand it,we might just ignore it.
michael roller #idsaaustin14 7FlicKr image by waFerbaby
michael roller #idsaaustin14 8
laZiness, client variation:
can you make itlook more like...
michael roller #idsaaustin14 9michael roller #idsaaustin14 9FlicKr image by shaggyhill, guysie
michael roller #idsaaustin14 10
counterintuitive truth:
the most typical design(not the most beautiful or functional)will be the one people choose most.
michael roller #idsaaustin14 10
michael roller #idsaaustin14 11
colorshape
sizetexture
location
Blueberry
michael roller #idsaaustin14 11FlicKr image by simPlybiKe
michael roller #idsaaustin14 12
change the color,change the category
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typical atypicalstrong cues:
wire face maskFull coverage
medium cues:
smooth texturemin. surface changes
weaK cues:
ventingear, eye details
helmet design by clinton denlinger
michael roller #idsaaustin14 14
but what about breakthroughs like these?
michael roller #idsaaustin14 15
Novel experiences are adaptive.they teach us something new.
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Perceived benefits must outweigh potential risks.
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counterintuitive truth:
truly unique design won’t get noticed,it will get ignored.
michael roller #idsaaustin14 17
michael roller #idsaaustin14 18michael roller #idsaaustin14 18FlicKr image by Paxtons camera
michael roller #idsaaustin14 19
typi
cal
novel
michael roller #idsaaustin14 20
typi
cal
novel
michael roller #idsaaustin14 21
typi
cal
novel
michael roller #idsaaustin14 22michael roller #idsaaustin14 22
michael roller #idsaaustin14 23
typicalsituation
unexpectedtwist (novelty)
Perfectlylogical (aha)
michael roller #idsaaustin14 23
michael roller #idsaaustin14 24
michael rollerdesign director, lPKuniversity oF cincinnati
“ People are very open-minded about new things–so long as they are exactly like the old ones.”
–charles F. Kettering
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