[sis] the psychology of objects

TIM STOCK SUMMER 2014

the psychology of objects

Strategic Design & Management Summer 2014

a door is not just a door…a design solution to meet a set of specific needs.

TIM STOCK SUMMER 2014 3

let’s examine our classroomhow are the objects designed to afford a specific use?

…provide clues as to the operation of things (affordances).

Functionsritual/scenarios

Usabilitymechanics

what is good design?works with natural human cognition and anticipates actual human scenarios and stories.

what is bad design?bad design tries to talk itself out of the problem (cognitive dissonance).

Brandmeaning

Functionsritual

Usabilitymechanics

great design transforms diverse scenariosthe relationship between function and emotional meaning is cast in the people that use the products we design

objects tell a storycan we unpack all the decisions that were made in any given object... what problem do they answer?

great design endures over time“The best ecological strategy is to make products of a very high creative quality, so you can keep them for three generations.” Phillipe Starck

the design establishes your valuearticulating relevance, purpose and sustainability

VALUEPEOPLE DESIGNDIFFERENTIATIONSEGMENTS

maslow’s heirarchy of needsour needs rank up in relation to what we believe we get in return

affordances

feedback

Do the clues match I get?need

desire

decoding consumer motivation

motive

what decisions take longer? why?

slowquick

Usabilitymechanics

it starts with making certain key features work reliabaly

what made the Blackberry valuable?

Alex Lee / OXO International

Usabilitymechanics

universal design opens up usability“helping people without letting them know they are being helped.”

Brandmeaning

Functionsritual

Usabilitymechanics

good design feeds ritual and brand

Aspirationwhat triggers emotion?

what is the power of ownership?

Ritualwhat stories will

inspire?

fashion is about casting the right balance of tangible and intangible features and building emotional meaning.

the power of ownership

the culture of readingour understanding of “reading” will evolve based on the behaviors that generate context for what reinforces cultural codes.

challenge: technology and readingdoes new technology replace books?

ShareMarketerConsumer

Relevance

building sustainable insightsthe innovators recognizes that the product continues to evolve in the hands of the consumer

DESIGN

stop thinking like a salesmaninnovation will never come from wearing down the consumer to our needs.

case: Tropicana Rebranding

PHILIPPE STARCK

human centered designbuilding stories that product “the result”

brand centric / human centric

DISCOVERYCONTROL

prisons vs. parksa mirror view of how affordances and feedback play out in designing features.

central park is an illusion of engineeringabove ground it is a designed landscape that copies nature so closely that it disguises its own fabrication, and below ground, it is an efficient technological system,"

encourage serendipity

design is hidden

appear natural

parks encourage discovery

"sentiment of an invisible omniscience."

the panopticon…a type of prison building to allow an observer to observe (-opticon) all (pan-) prisoners without the prisoners being able to tell whether they are being watched.

nothing is hidden

limited mechanics

monitored usage

prisons design extreme controla system designed to remove any other possible path of use or experience.

a hint of the prison in the parkpeople like to sit... but don’t get too comfortable.

DISCOVERYCONTROL

discovery (“I’ve got a better idea”)

orientation control to restrict usecontrolling the mechanics challenges human reflexes

RADIUS ergonomic toothbrush

orientation control in product designcontrolling how we postion the brush

HelveticaA Documentary Film

typography orients us

brand’s choice of typefacewhy so many brands choose Helvetica?

brand’s choice of typefacestrategy requires consistency and creative evolution

HelveticaA Documentary Film

typography as weapon of control“the way something is dressed will define how you will react to it”

controlling access to certain features to focus the experience/use.

physical control shapes a particular experience

controlling access to certain features to focus the experience/use.

physical control directs physical narrative

museums control physical narrativemuseums curate shows to tell a compelling story

museum hacks open the story upwhen the experience becomes too guided

IKEA frames how the story is consumedIKEA organizes their stores much like a curated exhibition

IKEA hackswhen the product experience becomes too directed

Just for Kicks

sneaker culture was born from our instintive nature to edit and reshape things

packaging hacksAltoids tins incite a maker subculture

packaging hacks QueInteresante labels crayon colors with the names of the chemical compounds that produce them

Coke/Mentos as brand hacka brand wakes up to brand discovery as part of the core architecture

physical control can broaden usagejitterbug phones reverse design features to match landline phone devices.

physical control can remove complexitycontrol can help rewire behavior and engage consumers by leading and focusing the experience

control of design can draw us into new expectations of how things should work.

physical control can increase emotional involvement

structural control attempts to remove threats taking away the object altogether...

physical control and economicstv networks and advertisers remove the “skip” button.

structural control incites disruptionhumans seek to free things...and get them for free.

freedom beats controlhow does Netflix change the design framework for TV?

the future of television kills the pilotKevin Spacey urges TV to give control to viewers

awareness of when not to overdress the tasks people need to solve.

design leadership can be about what you don’t do structural control as brand focus

Louis Vuitton pulls back on brand expansion to curb dilution in China

structural control to protect dilution

INNOVATION

from signal to story... synchronizing brands for purpose and sustainability

BRAND ARCHITECTURE

storiessignals

innovation is a mating game

what the brand wants

DISCOVERYCONTROLwhat the

consumer wants

strong brand architecture rests on understanding the right balance

saturation

efficiencies

hyperbole

complexity

methods that unleash consumer backlash

too many line extensions

too many similar product offerings

following every trend blindly

enemies of strong brand architecturethe competitiveness brands face can distract

cultural

exercise: identify the language that conveys levels of relevance

this afternoon CITY AS CANVAS

the heart of great brand is culture

this afternoon:meet at 2pm in the entrance of MCNY

6By subway:#6 Lexington Avenue train to 103rd Street, walk three blocks west

1220 Fifth Avenue (at 103rd Street)

central park

[sis] the psychology of objects

remove complexity

engage consumers

103rd street

rewire behavior

bad design

consumer

features

things

Design

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