The role of familiarity in design: skeuomorphic concepts

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The concept of skeuomorphic design, derived from the idea that familiar elements are necessary for user acceptance, was the gateway drug to Sirius Rap. It was inspired by a digital camera that made a clicking sound when taking a picture, mimicking traditional cameras. This idea originated from Raymond Louie, who also designed a silent fan that failed because people believed noise was necessary for cooling. This realization led to the understanding that some level of noise is required for user perception of functionality.

Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.

Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.

Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.

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