Libraries as Entrepreneurial Booksellers: Counterintuitive Cha-Ching
Three Counterintuitive Truths of Good Design (Why A Designer Would Make a Bad Caveman)
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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
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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.
Transcript of Three Counterintuitive Truths of Good Design (Why A Designer Would Make a Bad Caveman)
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
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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.
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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
michael roller #idsaaustin14 21
typi
cal
novel
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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
