Don Norman | TED
Don Norman sees design everywhere. Norman’s goal is to help transform design. Don has experienced and accomplished a lot in his years. Business Week calls him a “cantankerous visionary” – his quest for excellence and has listed him as one of the world’s 27 most influential designers. Norman is cofounder of the Nielsen Norman Group, he has taught at taught at Iowa State, and has been Vice President of Apple in charge of the Advanced Technology Group.
I watched a video from TED and Don gives his viewpoint of design and I’m happy to say it relates well to my life and design thought process. Beautiful, functional, reflective.
These key words were used to describe what design should be. The importance of emotion within design and the importance of including human elements, cleverness, and even humor are key. “Pleasant things work better, that never made any sense to me.”
Don talked about how pressure, or fear can really change the way you think, it can focus you. When you are happy you are more likely to do out of the box thinking, that’s what brainstorming is all about. Although, if you always thought like this and never ran into pressure, more than likely you wouldn’t get any work done because you would just continue to think of more solutions. So, to get work done you need to have deadlines and you need to have an anxious feeling in your life.
In design you can express a visceral level of thinking in many ways, whether it be through typefaces, color, or shape. This is the base level of thinking, if you move deeper you can connect to the behavioral level. Like visceral, behavioral thinking is subconscious. Usability, understanding, and the feeling of design come through on this level. The feeling of control comes through. Reflection is the final level, you always have to take the time to reflect on your actions. Be Positive.
Emotions let us interpret our world. Without emotion what would design be?
Thinking back to my week, our Small Town Studio group was working through our process. We were preparing for a presentation and had put most of our marbles into one basket, which wasn’t the best idea. With a little pressure to spread our excitement and thought process through out three identities, we actual we able to accomplish more, like Don mentioned. To me deadlines are good, I try to stay ahead and be on top of everything. Listening to Don speak was reputable and a good reflection.