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
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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.
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if it takes effort to understand it,we might just ignore it.
michael roller #idsaaustin14 7FlicKr image by waFerbaby
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laZiness, client variation:
can you make itlook more like...
michael roller #idsaaustin14 9michael roller #idsaaustin14 9FlicKr image by shaggyhill, guysie
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counterintuitive truth:
the most typical design(not the most beautiful or functional)will be the one people choose most.
michael roller #idsaaustin14 10
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colorshape
sizetexture
location
Blueberry
michael roller #idsaaustin14 11FlicKr image by simPlybiKe
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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
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but what about breakthroughs like these?
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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
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typi
cal
novel
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typi
cal
novel
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typi
cal
novel
michael roller #idsaaustin14 22michael roller #idsaaustin14 22
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typicalsituation
unexpectedtwist (novelty)
Perfectlylogical (aha)
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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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