Iran Narges The Case For Beauty
Transcript of Iran Narges The Case For Beauty
JAG ÄR SUPERGLAD ÖVER ATT VARA HÄR!
IRAN NARGES@inarges
I WORK HERE…
THE LAWYERS WILL COME FOR ME!
WHY “BEAUTY”?
BEAUTY =
SENSORY PLEASURE +
MEANING
DESIGN=
BEAUTY+
USEFULNESS
“Form and function should be one, joined in a spiritual union”
—FRANK LLOYD WRIGHT
THE BUSINESS ZEITGEIST: DESIGN-LED INNOVATION & CUSTOMER EXPERIENCE
Jeneanne Rae, Design Can Drive Exceptional Returns for Shareholders
Apple
Coca Cola
Ford
Herman-Miller
IBM
Intuit
Nike
Procter & Gamble
Rubbermaid
Starbucks
Starwood
Steelcase
Target
Walt Disney
Whirlpool
+228%
THE “D INDEX”
BUSINESS IS NOW ASKING DESIGN TO HELP CREATE EXPERIENCES THAT WILL CONNECT WITH PEOPLE’S
NEEDS AND EMOTIONS
EXPERIENCE IS PERSONAL, SUBJECTIVE –
AND SENSORY.
BEAUTY =
SENSORY PLEASURE +
MEANING
EVERYTHING WE PERCEIVE & EXPERIENCE PASSES THROUGH OUR PHYSICAL SENSES
THE PERCEPTION OF BEAUTY HAPPENS
IN AN INSTANT
AS LITTLE AS 50 MILLISECONDS
(1/20TH OF A SECOND)
Source: Visual Decision Making Patrick Lynch, June 23, 2009
CONSCIOUS AWARENESS
REFLECTIVE
BEHAVIORAL
VISCERAL
SEN
SO
RY
SY
STE
MS
MO
TOR
SY
STE
MS
3 LEVELS OF PROCESSING
SOME BRAIN SCIENCE Adapted from Donald Norman, Emotional Design, 2004
Think Feel
ABSTRACTION
ThinkFeel
LIVED EXPERIENCE
Function Form
ABSTRACTION
FunctionForm
LIVED EXPERIENCE
ALL EXPERIENCES HAPPEN INSIDE AN EMBODIED HUMAN
PERSON. DESIGNING FOR HUMANS MEANS DESIGNING
FOR THE SENSES.
BETTER EXPERIENCES WILL BE MORE BEAUTIFUL
EXPERIENCES. WHO WILL MAKE THEM?
h/t UK Design Council
Strategy ExecutionDISCOVER DEFINE DEVELOP DELIVER
THE END-TO-END DESIGN PROCESS REQUIRES MANY SKILLS
h/t UK Design Council
Strategy ExecutionDISCOVER DEFINE DEVELOP DELIVER
Experience
FOR BEST RESULTS, COLLABORATE ACROSS DISCIPLINES
THE WHOLE CUP, NOT JUST THE GLAZE
TO DESIGN FOR HUMANS, WE MUST DESIGN AS
HUMANS
TO DESIGN FOR EXPERIENCES, WE HAVE TO
EMBRACE SUBJECTIVITY
QUESTIONS?