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Professor Donald Arthur Norman is an expert in the field of cognitive science and is widely considered to be the first to advanced human factors to design theory. He is founder of The Cognitive Science Society and the Nielsen Norman Group, a consulting group on matters of usability which also includes Jakob Nielsen and Bruce Tognazzini – the founder of the Human Interface Group at Apple Computers.
In Donald’s first book “The Psychology of Everyday Things” he outlines a number of design principles which illuminate characteristics of effective human centred design. Through the application of affordances (the idea you push buttons, pull handles, turn dials, flick switches, etc), constraints (limiting the available options for users), natural mappings (I will speak more on these in a moment), feedback, error tolerance, and social conventions (for example green for “go”) designers can communicate models of how a system operates to the end user. The idea is to leverage our innate ability to conceptualise our environment in order to understand and predict it.
Norman’s book was a pivotal text in my fundamental thinking regarding design and what constitutes good design from bad. Consider the following: Let’s say you have a cook top arranged in a 2×2 grid and the control dials are arranged 4 in a line below. Which dial operates which hot plate? Why are there so many possible answers when there is only reality of the situation?

I would routinely turn on the wrong hot plate and wonder why dinner was not cooking. After reading this book I understood the problem – I had an incorrect model of the cooker in my mind, and the cooktop presented ambiguous information. Even with careful consideration to the illustrations provided to explain the system, occasionally errors would occur and dinner would be delayed. A few years ago we had the opportunity to purchase a new cook top and I was able to eliminate approximately 80% of the models available simply by insisting on this one good design principle – natural mapping.
The designer has a mental image of how the system works which they imbed into the object. The end user interprets the object and derives a mental model of how it may operate using a combination of inherent restrictions, past experiences, social conventions, and logical deduction (among others).
One measure of good design is where the mental models of the system in both designer and user match. When they do not the designer has not succeeded in their task since the system is projecting the wrong model in the mind of the user.

We have evolved to conceptualise the world around us in this way for good reason. If we can build accurate mental models of how things work, or predict what another animal might be about to do, then we have better chances of utilising our environment to our advantage, and taking action to pre-emptively avoid harm – such as being eaten by a lion.
In our modern world we have designed, built, and surrounded ourselves with artefacts which serve specific purposes. Everything around us to purposefully designed to serve particular functions.
Light globes to microwave ovens, video recorders to jet aircraft have all been conceptualised by the collective minds of generations.
In these cases it is valid to deductive conclude these objects were indeed designed. In every case we are able to see the design process in action. This is an important, critical, and often overlooked fact.
This kind of thinking is so useful and powerful we might not stop to think it could and go astray, but it can – badly. As I explained earlier, we can conclude incorrect mental models of the world around us, which results in a misunderstanding of how a system is actually works (or how it should be used in the case of truly designed objects). One of the most powerful tricks of the scientific method is to strip away our preconceptions and continually test proposed models against reality. Models which are verified through empirical observation are considered provisionally true and accurate. I say “provisionally” because a model should always be open to alterations should evidence to the contrary arise. Those which fail crucial tests are either altered to fit the newly discovered data or discarded completely. Science is intellectually honest, open minded, and self correcting.
However, there is a error here we must be cautious to avoid.
It is tempting to conclude that because some things (indeed many things in modern western societies)are intentionally designed means ALL things are. This is an error since we can only deductively conclude design if we can observe the design process in action. The remaining systems may or may not be designed – it is simply unknown at this point. Those who claim the natural world itself is designed should provide evidence of the design process.
Intelligent Design advocates, creationists, and “cdesign proponentsists” have not meet the burden of proof since they have only forwarded an argument from analogy. Just because something looks designed does not mean it is. It is also an argument from ignorance (because they have cannot think of a naturalistic methodology), and has the added problem of inductive reasoning.
Those poor creationists still have all their work ahead of them.
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