Hello,

Perhaps the biggest features and benefits of Apple's designs have been to
give people confidence to use technology, and to help them to easily do
tasks that would otherwise require deep technical expertise.

Apple has done this well using two  processes:

	1.By putting most of the skill and expertise in the task into the
software and hiding it from the user's view (i.e the large-scale hidden
automation of user tasks  and decisions within the software)
	2. By building users' confidence and connecting the use of Apple
devices to user's existing subconscious knowledge and habits.   In other
words, Apple designs products  to get people to feel great about themselves,
and build themselves up (confidence and status) as they take up and use
Apple technology, and avoid Apple users having to do any hard technical
learning tp [produce outputs from Apple devices. 

 In practical terms, the hidden automation of almost all the necessary
expertise has been done so well that most users don't even appreciate it has
been done for them.

On the confidence-building side, the use of the 'i'  (as in iMac, iPad etc)
has been a great subliminal confidence builder for users and purchasers (try
saying 'I', 'I', 'I'.. over and over and see how your confidence and feeling
of status  improves).  The deep  and extensive semi-subliminal visual
references to well-established secure comfortable traditional items and
textures  also brings with it self-confidence and trust for the Apple user
as well  making the Apple devices easy to use without thinking.

These attributes of  Apple devices  are perhaps easier to see for those in
the technical design world who have used computers  and electronic devices
that do not provide them (anyone on the list remember doing design graphics
on mainframe computers using assembler/Algol/Fortran?) 

As an example of how subtle and sensitive such issues can be. A few years
ago I bought a Prius.  For those who haven't driven them, the physical user
interface of a Prius (gearstick etc) uses  styling a bit similar to the
knobs for operating  consumer products such as washing machine or
dishwasher. Although I've a reasonable technical background and have been
involved in designing hybrid transmissions,  for the first couple of days, I
had difficulty driving the Prius due to the mental cultural clash and the
reduced confidence. A bit more of the more traditional  cultural references
would have helped!

Apple is good at building self-confidence and status of  users, reducing the
need for expertise and helping ensure users feels continuity with their
previous life experiences. I'd even go so far as to suggest the 'delight'
users feel also comes from the user having to deal with 'less innovation'  -
through presenting the new in terms of the past.

On that basis , it suggests skeuomorphism in most aspects of Apple design
is really helpful. If  it is removed by Ives, it will be interesting to see
if it helps or hinders or  whether some other approach is needed to cover
for it.

Best wishes,
Terry
---
Dr Terence Love
BA(Hons) PhD(UWA), PGCEd, FDRS, AMIMechE, PMACM, MISI
Director,
Love Services Pty Ltd
PO Box 226, Quinns Rocks
Western Australia 6030
Tel: +61 (0)4 3497 5848
Fax:+61 (0)8 9305 7629
[log in to unmask] 
--



-----Original Message-----
From: PhD-Design - This list is for discussion of PhD studies and related
research in Design [mailto:[log in to unmask]] On Behalf Of Keith
Russell
Sent: Friday, 2 November 2012 7:44 AM
To: Dr Terence Love
Subject: Re: Apple and skeuomorphism, again

Dear Carma,

thanks for that - I particularly like the references to the "gray background
with the unmistakable texture of fine linen" that Jobs, apparently urged
"software designers to use . . . liberally".

I call to this grey linen stuff  "Steve Job's underpants" and it irritates
me every time I see it.

keith

Steven P. Jobs, the Apple chief executive who died a year ago, pushed the
company*s software designers to use the linen texture liberally in the
software for the company*s mobile devices. 
 
>>> Carma Gorman <[log in to unmask]> 11/02/12 9:54 AM >>>
As a follow-up to an earlier conversation: Apple may soon cease using
skeuomorphic graphics on its devices. See
http://www.nytimes.com/2012/11/01/technology/apple-shake-up-could-mean-end-t
o-real-world-images-in-software.html?pagewanted=1&nl=todaysheadlines&emc=edi
t_th_20121101

Carma R. Gorman, Ph.D.
Associate Professor, School of Art and Design Southern Illinois University
Carbondale Associate Editor/Lead Reviews Editor, Design and Culture


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