Reading Response 8 Norman---We Are All Designers

When talking about designers, the first thing that comes into our mind is someone who is an expert that designs attractive or novel items that tend to be expensive. For example, designers who design couture and furniture often represent novel and modernism so breathe taken that it is beyond imagination. Both of these items seem irrelevant in our daily life and are unaffordable for most people.

          However, Norman argues that we are all designers---have to be and must be. The design Norman discusses about it is different from what we comprehend. According to Norman, when consciously, deliberately rearranging objects on our desks, the furniture in our living rooms, and the things we keep in our cars, we are designing (P225). Indeed, when we set things on a table consciously and deliberately, we have a purpose for the behavior. This purpose is to make the table neat and pleasant to look at, or for the objects on it to be convenient to use. We think about how to arrange instead of random placement. This is design. Just like Norman said: “Once this is considered and a selection made, you are designing.” (P225)

           In this chapter he also concludes the difference between personalization and customization. It is a trend that manufacturers try to provide products that suit for everyone. Some efforts are obviously seen such as various interfaces we can choose from software or the preference in an operation system. It is common that manufacturers offer different color options for the same product. Although efforts are made, manufacturers only reach the level of customization but come nowhere close to personalization. One thing is because of the expenditures including time, money and labor for personalization. The other thing is what Norman asserts---the emotion to an item. People love or hate an item because there is a bond between them, an experience or a story.  This is a process which requires time to accomplish. For example, a house can be customized; the owner can choose every piece of furniture and arrange it as he/she likes. Though the owner chooses and arranges the furniture, this is not personalization because the furniture is not especially design for the owner. What he/she does just chooses them from various options and makes them work in the house. Personalization in this case is, over time, the house becomes home for the owner that contains memories and stories.

    Apparently, nowadays manufactures attempt to insert customers experience or stories into a product. Carving a name or a motto on a product is most commonly seen. Jeans with holds and washing marks is an example. It is not likely to design a unique jean for each individual in the world, but in the future, on the level of emotion it may be a technology that can insert personal memories into a product which generates a connection between a specific product and a specific costumer.

         “We are all designers---and have to be. Professional designers can make things that are attractive and that work well......But they cannot make something personal, make something we bond to. Nobody can do that for us: we must do it for ourselves.”

         “We are all designer---because we must be. We live our lives, encounter success and failure, joy and sadness. We structure our own worlds to support ourselves throughout life.”

                                                                                                                            ---------Norman