Rule #4: Complex Products Tend to Be Anthropomorphized

For past entries and an introduction to the 11 Golden Rules of Anthropomorphism and Design, click here. 

Think about a spoon. Now think about a spoon with a face. What do you think it is? Most likely, you think it’s a spoon with a face. Now think about a computer, which doesn’t have a face. Are you more likely to swear at the spoon or the computer? Humans have a natural tendency to anthropomorphize things they can’t explain. In the past, mysterious phenomena such as the weather, the sun or the moon were anthropomorphized in the form of gods.

Nowadays, technological products have advanced to such a degree that most people don’t understand them. They try to explain a device by ascribing human emotions and motives to its behavior. The more complex, capable and autonomous a product is, the more likely it’s going to be anthropomorphized. Designers of technologically advanced products should anticipate how users will anthropomorphize their product, and design it accordingly.

Photo via Top Design Mag.

Rule #3: Keep it ASS: Abstract, Simple and Subtle

For past entries and an introduction to the 11 Golden Rules of Anthropomorphism and Design, click here. 

Making good use of anthropomorphism isn’t easy. As you’ve probably already noticed, people may dislike products purely because of their anthropomorphic elements. One way to reduce this risk is to downplay the anthropomorphic qualities: keep it as simple, subtle and abstract as possible. When the implementation is so subtle that most people won’t consciously notice it, they are less likely to be annoyed, while the product can still achieve the desired effect. Abstraction reduces the chance of directly evoking negative emotions, while preserving the positive associations.

The Senseo coffee maker, above, was designed to resemble a butler bowing down to serve a hot cup of java. The anthropomorphic form is not obvious, but it still succeeds in evoking the pleasant sensation of being served.

Rule #2: Different People Anthropomorphize Differently

For past entries and an introduction to the 11 Golden Rules of Anthropomorphism and Design, click here. 

What people experience as anthropomorphic is highly personal. Tests have shown that when given a selection of products with anthropomorphic characteristics, people differ greatly in how human-like they perceive the objects to be. Even if an anthropomorphic product fits the cultural, social and ethical norms of a society, it’s still possible some people just won’t like it because they experience it differently.

A computer with a glowing round button is a fairly generic design. But to those who’ve seen Stanley Kubricks’ 2001: A Space Odyssey there’s an unavoidable association with murderous hardware. Would you trust the unblinking blue eye of a Lacie hard drive?

Last November the Next Nature Power Show rocked Amsterdam with a roller-coaster of performances from artists, scientists, designers, writers and architects.

This two minute compilation video features some (but not all) of its highlights. More pictures here. Individual presenter videos will be published over the coming weeks. For the crew members there is also pinkish backstage fun video.

Rule #1: Any Association that Can be Made, Will be Made

For other entries and an introduction to the 11 Golden Rules of Anthropomorphism and Design, click here. 

People have evolutionarily built-in mechanisms that help us to recognize the human face and body, and what gender, race and mood those faces and bodies are projecting. We’re so good at recognizing each other, we do it even when it’s not applicable. When we look at animals, machines, and random objects we infer characteristics that aren’t there. Especially when a product was intended to have certain human qualities, it’s easy to imagine even more. Since designers can create anthropomorphic products without even realizing it, it’s better to design these characteristics intentionally.

London’s Swiss Re, aka The Gherkin, is a famous example of a building that looks like something more than an innocent suite of offices. Click through for more examples of unintentional anthropomorphizing.

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11 Golden Rules of Anthropomorphism and Design: Introduction

Welcome to the 11 part series The Golden Rules of Anthropomorphism and Product Design. In this series, we will be examining how designers can better integrate human-like forms or behavior into their work. Does an anthropomorphic design inspire positive reactions, or does it leave the audience confused, irritated or even offended? Read on to find out.

–By Joran Damsteeg, Koert van Mensvoort and Hendrik-Jan Grievink–

Part 1: Any Association that Can be Made, Will be Made

Part 2: Different People Anthropomorphize Differently

Part 3: Keep it ASS: Abstract, Simple and Subtle

Part 4: Complex Products Tend to Be Anthropomorphized

Part 5: Consider Zoomorphism as an Alternative

Part 6: Meet People’s Expectations

Part 7: Respect Social Standards

Part 8: Use Human Ethics

Part 9: Be Aware of the Ecosystem You’re Invading

Part 10: Enhance Human Experience, Don’t Replace It

Part 11: Don’t Use Anthropomorphism if it Does Not Serve Any Purpose

All posts are excerpted from the Next Nature Book.