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Sispsychologyofobjectssu14 140706124108-phpapp01
1. TIM STOCK SUMMER 2014
the psychology
of objects
1
Strategic Design &
Management Summer 2014
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a door is not just a door
…a design solution to meet a set of specific needs.
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let’s examine our classroom
how are the objects designed to afford a specific use?
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…provide clues as to the operation
of things (affordances).
Functions
ritual/scenarios
Usability
mechanics
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what is good design?
works with natural human cognition and anticipates actual human
scenarios and stories.
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what is bad design?
bad design tries to talk itself out of the problem
(cognitive dissonance).
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Brand
meaning
Functions
ritual
Usability
mechanics
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great design transforms diverse scenarios
the relationship between function and emotional meaning is cast
in the people that use the products we design
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objects tell a story
can we unpack all the decisions that were made in
any given object... what problem do they answer?
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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
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the design establishes your value
articulating relevance, purpose and sustainability
VALUEPEOPLE DESIGN
DIFFERENTIATIONSEGMENTS
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maslow’s heirarchy of needs
our needs rank up in relation to what we believe we get in return
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affordances
feedback
Do the clues match I get?
need
desire
crave
want
decoding consumer motivation
motive
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what decisions take longer? why?
slowquick
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Usability
mechanics
it starts with making certain key
features work reliabaly
what made the
Blackberry valuable?
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Alex Lee / OXO International
Usability
mechanics
universal design opens up usability
“helping people without letting them know they are being helped.”
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Brand
meaning
Functions
ritual
Usability
mechanics
good design feeds ritual and brand
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Aspiration
what triggers emotion?
Totem
what is the power
of ownership?
Ritual
what stories will
inspire?
fashion is about casting the right balance of tangible and
intangible features and building emotional meaning.
the power of ownership
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the culture of reading
our understanding of “reading” will evolve based on the behaviors
that generate context for what reinforces cultural codes.
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challenge: technology and reading
does new technology replace books?
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Share
MarketerConsumer
Relevance
building sustainable insights
the innovators recognizes that the product continues to
evolve in the hands of the consumer
DESIGN
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stop thinking like a salesman
innovation will never come from wearing down the
consumer to our needs.
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DISCOVERYCONTROL
prisons vs. parks
a mirror view of how affordances and feedback
play out in designing features.
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central park is an illusion of engineering
above 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,"
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encourage
serendipity
design is
hidden
appear
natural
parks encourage discovery
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"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.
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nothing is
hidden
limited
mechanics
monitored
usage
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prisons design extreme control
a system designed to remove any other possible
path of use or experience.
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a hint of the prison in the park
people like to sit... but don’t get too comfortable.
DISCOVERYCONTROL
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discovery (“I’ve got a better idea”)
orientation control to restrict use
controlling the mechanics challenges human reflexes
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RADIUS ergonomic toothbrush
orientation control in product design
controlling how we postion the brush
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Helvetic
aA Documentary Film
Helvetica
A Documentary Film
typography orients us
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brand’s choice of typeface
why so many brands choose Helvetica?
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brand’s choice of typeface
strategy requires consistency and creative evolution
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Helvetica
A Documentary Film
typography as weapon of control
“the way something is dressed will define how you will react to it”
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controlling access to certain features to focus the experience/use.
physical control shapes a
particular experience
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controlling access to certain features to focus the experience/use.
physical control directs physical narrative
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museums control physical narrative
museums curate shows to tell a compelling story
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museum hacks open the story up
when the experience becomes too guided
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IKEA frames how the story is consumed
IKEA organizes their stores much like a curated exhibition
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IKEA hacks
when the product experience becomes too directed
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Just for Kicks
sneaker culture was born from
our instintive nature to edit and
reshape things
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packaging hacks
Altoids tins incite a maker subculture
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packaging hacks
QueInteresante labels crayon colors with the names of the
chemical compounds that produce them
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Coke/Mentos as brand hack
a brand wakes up to brand discovery as part of the core architecture
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physical control can broaden usage
jitterbug phones reverse design features to match
landline phone devices.
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physical control can remove complexity
control can help rewire behavior and engage consumers
by leading and focusing the experience
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physical control can remove complexity
control can help rewire behavior and engage consumers
by leading and focusing the experience
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control of design can draw us into new
expectations of how things should work.
physical control can increase
emotional involvement
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structural control attempts
to remove threats
taking away the object altogether...
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physical control and economics
tv networks and advertisers remove the “skip” button.
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structural control incites disruption
humans seek to free things...and get them for free.
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freedom beats control
how does Netflix change the design framework for TV?
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the future of television kills the pilot
Kevin Spacey urges TV to give control to viewers
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awareness of when not to ov
tasks people need to s
design leadership can be about what you don’t do
structural control as brand focus
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Louis Vuitton pulls back on brand expansion to curb
dilution in China
structural control to protect dilution
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INNOVATION
from signal to story... synchronizing brands for
purpose and sustainability
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BRAND
ARCHITECTURE
storiessignals
innovation is a mating game
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what the
brand wants
DISCOVERYCONTROL
what the
consumer wants
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strong brand architecture rests on
understanding the right balance
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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 architecture
the competitiveness brands face can distract
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cultural
exercise: identify the language that
conveys levels of relevance
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this afternoon:
meet at 2pm in the
entrance of MCNY
6
By subway:
#6 Lexington Avenue
train to 103rd Street,
walk three blocks west
1220 Fifth
Avenue (at
103rd Street)
central park