The Science of Visual Attraction

brain

Dutch designer Merel Bekking teamed up with scientists to explore what variables result in a “perfect” design. The researchers determined the “perfect” design by creating a method of testing peoples’ preferences to particular colors, shapes, and materials with an MRI scanner. The results were fascinating and revealed that our brains are most attracted to red, plastic, and closed organic shaped objects. Bekking found the results surprising because “they contradicted what individuals thought they liked” proving that peoples’ preferences are often driven by social factors. With the results in, Bekking set off to create a collection of “perfect everyday objects” that will be on view in Milan this April.

Image by Jochen Hartmann

Bookshelf: What We’re Reading

books

There’s a lot happening these days at Wert&Co.–reflected in six books we would like to share with you. We’ve been preparing for a few talks and seeking to understand ourselves and our work more deeply, finding inspiration from the self discovery of childhood to the wisdom (hopefully) gained over the years. This month we also mourned the loss of John Berger who’s seminal Ways of Seeing provided us not just with a tool to view art in a revolutionary way, but a tool to understand critically the images that surround us. Finally with data ruling the day, in both politics and our work, we’ve found ourselves recently in a deep dive on both the mechanics, design and ethics of this fascinating subject.

 

Oh yes, the planet is sublime!

reader

I have a crazy,
crazy love of things.
I like pliers,
and scissors.
I love
cups,
rings,
and bowls –
not to speak, of course,
of hats.
I love
all things,
not just
the grandest,
also
the
infinite-
ly
small–
thimbles,
spurs,
plates,
and flower vases.
Oh yes,
the planet
is sublime!

Odes to Common Things by Pablo Neruda
(photo by Daniel Wert)

 

 

Celebrating & Honoring Dr. Martin Luther King, Jr.

mlk

A day for reflection & dreaming & coming together in peace.

 

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A must read for innovators! Designing actually starts by Establishing the “raison d’être’ for the final design. @paulhekkert @matthijsdijk

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