From multifunction to single-function
Appealingly simple and focused on the features we really want. That’s the finest part of Sony design, as I see it. There’s an ongoing need for these kinds of products, and this is backed by one notable phenomenon, among other evidence. Today’s design trends are unfolding in the wake of Google.
Google.com design seems a perfect example of “subtraction.” People realized all they really needed was a search box. That makes all the difference. We don’t always want multiple functions, that’s what it comes down to. Here’s the basic principle I sense: We often prefer two devices, one with function A and another with function B, instead of a single device with both functions. But of course, it’s not simply a matter of paring away functions. I’m intrigued by what consumers really want, in this regard. I think we can look forward to more clarification on this in time to come.
Serendipity and design
The key to our successful transition to a networked society was probably how well we developed serendipity through design. By serendipity, I mean making unexpected discoveries, or the good luck that provides this opportunity. To put it another way (although it may be a bit confusing), how well design incorporates “good spam,” for example, or other content not approved in advance. It’s an age-old issue, in some ways. We see this in how records of our past purchases are used to recommend other books we might enjoy. These mechanisms were central when people invented online music and video distribution, and they will be even more important as we consider how to develop the services.
Mobile phone design
On the topic of networks, we inevitably face technical issues of how to tie the softer side of design to the hard technology. Take mobile phone design. The more fundamental matter of design is what kind of environment is provided for email and calls, rather than the handset appearance (color, shape, and so on). Obviously, mobile phones must be attractive. But our impression that Sony design has become more innovative hinges on what new directions are presented in the communication environment on the network. I often say people can’t seem to let go of their handsets because, as you might expect, mobile phones are the best “dopamine-triggering device” ever. Dopamine is released in the brain when we’re happy, and I’m sure it’s triggered every time we get a call or email message. Let me exaggerate this for the sake of clarity. Suppose users are happy the moment their handsets vibrate, unseen in their pockets, and can’t possibly ignore them when someone contacts them. As far as handset design is concerned, the phone could be any color or shape; the result is the same. Thus, we might even say that although the innovativeness of Sony design is apparent in product appearance and texture, it also relies on the abstract, network-level technology that delights us whenever the phone rings, even if it’s in our pocket.
Recently I’ve taken on the study of neuroeconomics, where research is focused on our behavior and choices based on what makes our brain happy. Studies in this field reveal the importance of attractive appearance but also how design conveys a reward to the brain or makes us happy (quite important), thereby exerting a lasting influence on our behavior. Regarding this role of design, I look forward to seeing some revolutionary ideas in products from Sony.
