Successful products require patience & cooperation between marketers & designers.

First comes the visceral level, which corresponds to the unconscious behaviors we do without thinking, like breathing and digesting.

Next comes the behavioral level. This level includes the quick reflexes we use when we play sports, like catching a ball, or short-timed responses to actions,...

There are cultural constraints, which are the product of shared beliefs. An example of this is the international screw standard. We all know to turn screws one way to tighten them and another to loosen. We take it for granted, but it’s this community-wide knowledge which makes the screwd...

Good design provides answers to the user’s questions and clarifies confusions. To do so, the device needs to communicate with users to guide them through using the device. It’s this feedback – in the form of signs, sounds and vibrations – that help the users understand the device.

Have you ever found it impossible to get a new device working, like the remote control of a new TV set? If so, you’re not alone. Many people have difficulties using seemingly simple everyday products and often believe that they themselves are the problem. In actuality, the problem is bad design.

Yet sometimes even this simple task is beyond us.

Without a sign on the door saying whether we should push or pull, even a door can be a challenge. Often, it’s not evident whether to push or pull. If the door is made of glass, has no handle, and the hinges aren’t easy to locate, we can find...

Imagine you’re a product designer designing a new washing machine. Although it’s a common household appliance, your washing machine will need new features so it stands out from the competition. But for your users to be able to understand these new, unfamiliar features, you’ll have to take their 

Most people would just say, “Read the manual!” However, user manuals are often too complex and abstract to understand.

So what’s the solution?

One way to help consumers learn how to use products is to give them clear signs or clues.

Take the example of the simple door. We don’t ...