“ 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

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

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

mmiicchhaaeell rroolllleerr #iiddssaaaauussttiinn14 flickr image by i am allan 4

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

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

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

LAZINES, client variation:
Can you make it
look more like...
michael roller #idsaaustin14 8

mmiicchhaaeell rroolllleerr #iiddssaaaauussttiinn14 flickr image by shaggyhill, guysie 9

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

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

Change the color,
Change the category
michael roller #idsaaustin14 12

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
michael roller #idsaaustin14 13

But what about breakthroughs like these?
michael roller #idsaaustin14 14

Novel experiences are adaptive.
They teach us something new.
michael roller #idsaaustin14 15

Perceived benefits must
outweigh potential risks.
michael roller #idsaaustin14 16

Counterintuitive Truth:
Truly unique design won’t get noticed,
it will get ignored.
michael roller #idsaaustin14 17

mmiicchhaaeell rroolllleerr #iiddssaaaauussttiinn14 flickr image by paxtons camera 18

Typical
Novel
michael roller #idsaaustin14 19

Typical
Novel
michael roller #idsaaustin14 20

Typical
Novel
michael roller #idsaaustin14 21

mmiicchhaaeell rroolllleerr #iiddssaaaauussttiinn14 22

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

“ 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