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The new me is beauty, yeah. You know, people used to say "No, Norman's okay, but if you followed what he said, everything would be usable, but it would be ugly." Well, I didn't have that in mind. So this is neat. Thank you for setting up my display. I mean, it's just wonderful, and I haven't the slightest idea what it does or what it is good for, but I want it, and that's my new life. My new life is trying to understand what beauty is about, and pretty, and emotions. The new me is all about making things kind of neat and fun.
This is a Philippe Starck juicer produced by Alessi. It's so much fun. I have it in my house, but I have it in the entryway. I don't use it to make juice. In fact, I bought the gold-plated special edition, and it comes with a little slip of paper that says, "Don't use this juicer to make juice. The acid will ruin the gold plating." So actually, I took a carton of orange juice and poured it in the glass to take this picture.
But beneath it is a wonderful knife. It's a global cutting knife made in Japan. First of all, look at the shape. Just wonderful to look at. Second of all, it's really beautifully balanced. It holds, it feels well. And third of all, it's so sharp it just cuts. It's a delight to use. So it's got everything right. It's beautiful and it's functional, and I can tell you stories about it, which makes it reflective. And so you will see I have a theory of emotion, and those are the three components.
Hoshi Ishii and his group at the MIT Media Lab took a ping-pong table and a projector above it. On the ping-pong table, they projected an image of water and fish swimming in it. As you play ping pong, whenever the ball hits part of the table, the ripples spread out and the fish run away. But of course, then the ball hits the other side, and the ripples are the fish. They can't find any peace and quiet. Is that a good way to play ping pong? No. But is it fun? Yeah, yeah.
Or look at Google. If you type in, oh, say, "emotion and design," you get 10 pages of results. So Google just took their logo and spread it out, instead of saying you got 73,000 results. This is 1 through 20. Next, they just give you as many O's as there are pages. It's really simple and subtle. I bet a lot of you have seen it and never noticed it. That's the subconscious mind; it sort of notices it. It's probably kind of pleasant, and you didn't know why. And it's just clever. And of course, what's especially good is if you type "design and emotion," the first response out of those 10 pages is my website. Now, the weird thing is Google lies, because if I type "design and emotion," it says you don't need the "and," but we do it anyway. So I type "design emotion," and my website wasn't first. Again, it was third. Oh well, different story.
There was this wonderful review in the New York Times about the Mini Cooper automobile. It said, you know, this is a car that has lots of faults, but buy it anyway. It's so much fun to drive. And if you look at the inside of the car, I loved it. I wanted to see it, so I rented it. This is me taking a picture while my son is driving, and the inside of the car. The whole design is fun. It's round, it's neat, the controls work wonderfully. So that's my new life. It's all about fun.
I really have the feeling that pleasant things work better, and that never made any sense to me until I finally figured out: look, I'm going to put a plank on the ground. Imagine I have a plank about two feet wide and thirty feet long, and I'm going to walk on it. You see, I can walk on it without looking. I can go back and forth and I can jump up and down, no problem. Now I'm going to put the plank 300 feet in the air, and I'm not going to go near it. Thank you. Intense fear paralyzes you. It actually affects the way the brain works.
Paul Saffo, before he gave his talk, said that he didn't really have it down until just a few days or even hours before the talk, and that anxiety was really helpful in causing him to focus. That's what fear and anxiety do: they cause you to be what's called depth-first processing, to focus, not to be distracted. And I couldn't force myself across that plank. Now, some people can, circus workers, steeplejacks, but it really changes the way you think.
Then a psychologist, Alice Isen, did a wonderful experiment. She brought students in to solve problems. She'd bring people into the room, and there'd be a string hanging down here and a string hanging down here. It was an empty room, except there'd be a table with a bunch of stuff on it, papers and scissors and things. She'd bring them in and say, "This is an IQ test, and it determines how well you do in life. Would you tie those two strings together?" So they take one string, they pull it over here, and they can't reach the other string. Still can't reach it. Basically, none of them could solve it.
You bring in a second group of people and you say, "Oh, before we start, I got this box of candy, and I don't eat candy. Would you like the box of candy?" It turns out they liked it, and it made them happy. Not very happy, but a little bit happy. And guess what? They solved the problem. It turns out that when you're anxious, you squirt neurotransmitters in the brain, which focuses you and makes you depth-first. And when you're happy, what we call positive affect, you squirt dopamine into the prefrontal lobes, which makes you a breadth-first problem solver. You're more susceptible to interruption, and you do out-of-the-box thinking. That's what brainstorming is about. With brainstorming, we make you happy. We play games, and we say no criticism, and you get all these weird, neat ideas. But in fact, if that's how you always were, you'd never get any work done, because you'd be working along and say, "Oh, I got a new way of doing it." So to get work done, you've got to set a deadline, right? And you've got to be anxious. So the brain works differently, and if you're happy, things work better because you're more creative. You've got a little problem, you say, "Yeah, I'll figure it out, no big deal."
There's something I call the visceral level of processing. Biology: we have co-adapted through biology to like bright colors. That's especially good, that mammals and primates like fruits and bright plants, because you eat the fruit and thereby spread the seed. There's an amazing amount of stuff that's built into the brain. We dislike bitter tastes. We dislike loud sounds. We dislike hot temperatures, cold temperatures. We dislike scolding voices. We dislike frowning faces. We like symmetrical faces, et cetera, et cetera. So that's the visceral level. In design, you can express the visceral in lots of ways, like the choice of type fonts, and the red for hot, exciting. Or the 1963 Jaguar. It's actually a crummy car. It falls apart all the time, but the owners love it, and it's beautiful. It's in the Museum of Modern Art. A water bottle: you buy it because of the bottle, not because of the water. And when people are finished, they don't throw it away. They keep it, like the old wine bottles. You use it for decoration, or maybe you fill it with water again, which proves it's not the water. It's all about the visceral experience.
The middle level of processing is the behavioral level, and that's actually where most of our stuff gets done. Visceral is subconscious; you're unaware of it. Behavior is subconscious; you're unaware of it. Almost everything we do is subconscious. I'm walking around the stage. I am not attending to the control of my legs. I'm doing a lot. Most of my talk is subconscious. It's been rehearsed and thought about a lot. Most of what we do is subconscious, automatic behavior. Skilled behavior is subconscious, controlled by the behavioral side. Behavioral design is all about feeling in control, which includes usability and understanding, but also the feel and heft. That's why the global knives are so neat: they're so nicely balanced, so sharp, you really feel your control of the cutting. Or just driving a high-performing sports car over a demanding curve, but again, feeling that you are in complete control of the environment. Or the sensual feeling. This is a color shower, a waterfall shower, and actually all those knobs beneath are also shower heads that will squirt you all around. You can stay in that shower for hours and not waste water. By the way, it recirculates the same dirty water.
Or this is a really neat teapot. I found high tea at the Four Seasons Hotel in Chicago. It's a revolving, tilting teapot. That's what the teapot looks like, but the way you use it is you lay it on its back, you put tea in, and then you fill it with water. The water then seeps over the tea. The tea is sitting in this stuff to the right. The tea is to the right of this line. There's a little ledge inside, so the tea is sitting there, and the water is filling it up like that. When the tea is ready, or almost ready, you tilt it, and that means the tea is partially covered while it completes the brewing. And when it's finished, you put it vertically. Now the tea is above this line, and the water only comes to here, and so it keeps the tea out. On top of that, it communicates, which is what emotion does. Emotion is all about acting. Emotion is really about acting; it's being safe in the world. Cognition is about understanding the world. Emotion is about interpreting it: saying good, bad, safe, dangerous, and getting us ready to act. That's why the muscles tense or relax. That's why we can tell the emotion of somebody else, because their muscles are acting subconsciously. Except that we've evolved to make the facial muscles really rich with emotion. Well, this has emotions, if you like, because it signals the waiter that, hey, I'm finished. See, it's upright, so the waiter can come by and say, "Would you like more water?" It's kind of neat, what a wonderful design.
The third level is reflective, which is, if you like, the superego. It's a little part of the brain that has no control over what you do. No control over the viscera, it doesn't see the senses, it doesn't control the muscles. It looks over what's going on. It's that little voice in your head that's watching and saying, "That's good, that's bad, why are you doing that? I don't understand." That little voice in your head is the seed of consciousness. Here's a great reflective product. Owners of Hummers have said, "You know, I've owned many cars in my life, all sorts of exotic cars, but never have I had a car that attracted so much attention." It's about their image. It's not about the car. But even if you want a more positive model, this is the GM car, and the reason you might buy it now is because you care about the environment, and you'll buy it to protect the environment, even though the first few cars are going to be really expensive and not perfected. But that's reflective design as well. Or an expensive watch, so that you can impress people. They'll say, "Oh gee, I didn't know you had that watch," as opposed to this one, which is a pure behavioral watch. It probably keeps better time than the $3,000 watch I just showed you, but it's ugly. This is a clear, non-Norman watch.
What's neat is that sometimes you pit one emotion against the other: the visceral feel of fear of falling against the reflective statement saying, "It's okay, it's okay, it's safe, it's safe." If the amusement park were rusty and falling apart, you'd never go on the ride. So it's pitting one against the other. The other neat thing: Jake Crest is a furniture maker, and he makes this unbelievable set of furniture. This is his chair with claw, and the poor little chair has lost its ball and is trying to get it back before anybody notices. What's so neat about it is how you accept that story, and that's what's nice about emotions. So that's the new me. I'm only saying positive things from now on.