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(More customer reviews)"Watches Tell More than Time" is about how industrial designers influence the emotional responses that their products create. (Note: it's primarily concerned with physical objects, as opposed to computer software, which gets a lot of design press these days).
It explains these responses in terms of evolutionary psychology. And, in what I consider to be the reason to read the book, it tells you how to measure and optimize them. That is, it lays out the theoretical underpinnings for a small set of attributes (contrast, novelty, objective concinnity, and subjective concinnity) that are fundamentally responsible for our emotional responses to objects, then describes a systematic process by which you can strengthen the responses that you consider important for a given product, and then measure your success (using a semantic differential scale) and find out you whether you have simultaneously weakened other desirable responses.
There is some jargon, but it's well defined and to the point, and anyone interested in design should have no problem understanding it.
It's at its best when the author delves into specific examples. Many are from his experience in the car design field; others are everyday items that everyone can relate to. The detailed deconstruction of a "simple" Corelle cup is outstanding -- I wish the book had a dozen more like it.
The book's major weakness is the amount of time devoted to relatively elementary concepts, such as contrast and novelty. (How many times and in how many ways do we need to be told, for example, that new things command more of our attention than familiar ones?) I finished several chapters in a row thinking "OK, now that's he's got that out of his system, he's about to get to the good stuff." Eventually he does, but the repetition beforehand is why my rating is four stars, not five.
Note: The book is _not_ about what I might call the "mechanics of aesthetics". How is it that Curve A feels dull while Curve B -- a subtle, almost unnoticeable variation -- seems taut and alive? Why does this union of materials and forms seem exactly right, even inspiring, but that one fails to catch the eye?
For example, the author calls SUVs outwardly "robust", "rugged", and "militaristic". That feels right, but what makes it so? What is it, exactly, about the shapes and lines of an SUV that evoke such a different reaction than is typical for a minivan ("bland", "boring", "utilitarian")? Each is, after all, more like the other than like a sedan. Yet no one would have trouble identifying the type from a picture -- even without telltale backgrounds of the Rockies vs a youth soccer field. Each time I think I've got it nailed down, I see a counter-example on the road. I think it's mostly a matter of the angle between the hood and windshield, and the height of the grille. But that just begs the question: why are the more acute angle and higher grille more aggressive in the first place? A lower grille and gentler angle are considered more aggressive in a sports car.
"Watches Tell More than Time" tantalizingly dances around such questions, but fundamentally doesn't attempt to answer them. But it leaves you better equipped to wrestle with the answers yourself. (A sports car has different emotional goals than an SUV.)
So the book won't make you an industrial designer any more than a trip to the art supply store will make you an artist. Instead, it introduces you to a fundamental chunk of an industrial designer's toolkit. If you've already internalized "talk to your users" and "keep it simple", and you want a deeper understanding of how some products are able to become beloved icons, you'll probably find very interesting material here.
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"Del Coates has written a definitive playbook for product managers on how to cultivate winning design leadership strategies."Betty Baugh, President of the Industrial Designers Society of America
In Watches Tell More Than Time, awardwinning designer and mentor Del Coates explains the importance of product design for businesspeople and other nondesigners. From an explanation of the physiology of our responses to product design, to secrets of achieving harmony and elegance, to the impact of computer-assisted modeling on modern design, Coates covers the topic from every angle, using real-life product design case studies to illustrate his points. A lively and accessible exploration of the fascinating world of product design, written by an internationally acknowledged master, Watches Tell More Than Time will appeal to managers and executives, marketing professionals, and design junkies interested in the subject.
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