Rory Sutherland
Tetragrammaton with Rick Rubin
Why "Perfect" Won't Work For Products (You Need Something To Prevent Disbelief)
Design must balance innovation with user expectations; a concept known as skeuomorphism illustrates this. For instance, digital cameras incorporate sounds like 'click' to reassure users they are functioning, despite these features being unnecessary. This principle stems from historical design elements, such as architectural details that evoke earlier materials, like wood. The challenge arises when groundbreaking designs, like silent fans, encounter skepticism; users associate noise with effectiveness, leading to a lack of belief in a product’s performance when it is quiet. Therefore, to facilitate acceptance and belief in new products, designers must incorporate familiar signals, enhancing user confidence in their functionality. This highlights the intersection of design and user perception; without addressing these beliefs, even advanced designs can fail in the marketplace.
