Insights from the fields of behavioral science and evolutionary psychology can rock the foundation upon which good design is built (beauty and function). Learn three counterintuitive truths that reframe the definition of good design while applying them through a simple framework that maps the typical and novel properties of products or concepts to identify strategies for refinement. As a conclusion, this framework draws upon the structure of a joke to compare the similarities between humor and innovation.

1. “ People are very open-minded about
new things–so long as they are
exactly like the old ones.”
–Charles F. Kettering
michael roller #idsaaustin14 1

2. Michael Roller
design director, lpk
university of cincinnati
flickr image by m nine
michael roller #idsaaustin14 2

3. three Counterintuitive Truths about design:
one
Good design doesn’t empower people...
Good design lets people be lazy.
two
The most typical design (not the most beautiful or
functional) will be the one people choose most.
three
Truly unique design won’t get noticed,
it will get ignored.
michael roller #idsaaustin14 3

4. mmiicchhaaeell rroolllleerr #iiddssaaaauussttiinn14 flickr image by i am allan 4

5. 95% of decisions are made subconsciously...
Counterintuitive Truth:
Good designs don’t empower people...
Good designs let people be lazy.
michael roller #idsaaustin14 flickr image by i am allan 5

6. New design can fight against our
nature to survive.
mmiicchhaaeell rroolllleerr #iiddssaaaauussttiinn14 flickr image by riebart 6

7. If it takes effort to understand it,
we might just ignore it.
michael roller #idsaaustin14 flickr image by waferbaby 7

8. LAZINES, client variation:
Can you make it
look more like...
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9. mmiicchhaaeell rroolllleerr #iiddssaaaauussttiinn14 flickr image by shaggyhill, guysie 9

10. Counterintuitive Truth:
The most typical design
(not the most beautiful or functional)
will be the one people choose most.
michael roller #idsaaustin14 10

11. Color
Shape
Size
Texture
Location
Blueberry
michael roller #idsaaustin14 flickr image by simplybike 11

12. Change the color,
Change the category
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13. Typical Atypical
Strong cues:
Wire face mask
Full coverage
Medium cues:
Smooth texture
Min. surface changes
weak cues:
Venting
Ear, Eye details
Helmet Design by Clinton Denlinger
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14. But what about breakthroughs like these?
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15. Novel experiences are adaptive.
They teach us something new.
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16. Perceived benefits must
outweigh potential risks.
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17. Counterintuitive Truth:
Truly unique design won’t get noticed,
it will get ignored.
michael roller #idsaaustin14 17

18. mmiicchhaaeell rroolllleerr #iiddssaaaauussttiinn14 flickr image by paxtons camera 18

19. Typical
Novel
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20. Typical
Novel
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21. Typical
Novel
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22. mmiicchhaaeell rroolllleerr #iiddssaaaauussttiinn14 22

23. Typical
situation
Unexpected
twist (novelty)
Perfectly
logical (aha)
michael roller #idsaaustin14 23

24. “ People are very open-minded about
new things–so long as they are
exactly like the old ones.”
–Charles F. Kettering
Michael Roller
design director, lpk
university of cincinnati
michael roller #idsaaustin14 24