The Science of Design - Speaker Deck

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The Science of Design And using it to our advantage

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20 minutes

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Automation & Mechatronics (robots and production lines)

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Chalmers School of Entrepreneurship

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Design

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Tech Sales

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Quick and easy customer feedback. touch-and-tell.se

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Design + Code + Business

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Design? Never heard of it

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Design Graphic Design Interaction Design Industrial Design

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Artist Engineer /

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We are not the fine artists we are often confused with. Today you find few companies that take design seriously, as I see it.” — Dieter Rams “

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Art vs Design

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Art vs Design Expression

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Art vs Design Expression Communication

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Design has purpose

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Design is a method of problem solving

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Design is manipulation

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Design is scientific And uses how the brain works

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Daniel Kahneman

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Cognitive Ease

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Cognitive Ease Repetition Clear display Good mood

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Cognitive Ease Repetition Clear display Good mood Feels familiar Feels true Feels good Feels eﬀortless

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We can learn design And we should

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Typography 101

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Measure—text width Leading—line height

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The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality. Measure—text width

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Measure—text width abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzabcd The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality. 2–3 alphabets in length, i.e. 52–78 characters

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Good—63 char The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality. Bad—96 char The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality. Bad—43 char The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality.

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Leading—line height The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality.

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Leading—line height ca 1.4 x font-size less for large headings: ca 1.1–1.4 x font-size

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Good—1.3x The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality. Bad—1.0x The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality. Bad—1.8x The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality.

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Leading—line height Longer measure greater leading

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Good—1.2x The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality. Good—1.5x The mouth of the storm lunged toward them, and Liet closed the cover plate, hoping the ancient meteorological apparatus would hold together. He trusted his father's intuition to a certain extent, but not his practicality.

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Cognitive Ease Repetition Clear display Good mood Feels familiar Feels true Feels good Feels eﬀortless

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Design?

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Design? Design is scientific

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Design? Design is scientific We can learn design

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@erikfrisk • [email protected] touch-and-tell.se leanmachine.se Erik Frisk

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Attribution • Brain icon: Anisha, from The Noun Project • Graduation cap icon: Bram van Rijen, from The Noun Project • Design icon: Scott Lewis, from The Noun Project • Robot icon: jon trillana, from The Noun Project