Universal Principles of Design 2.0 A revised and updated edition of UPOD is now available. It includes numerous tweaks and corrections, 25 new principles, and a foreword by Kim Elam. New principles include Horror Vacui, Inattentional Blindness, Loewy's Most Advanced Yet Acceptable principle, and the Not Invented Here Bias. Deconstructing Product Design What makes a product successful? How it looks? The way it functions? Or do factors like price and marketing dominate? In a quest to find answers to these questions, Deconstructing Product Design engages readers in a process of critically analyzing a diverse collection of 100 innovative products, from well-known classics to contemporary objects of desire. The goal is to support critical thinking about design, facilitate discovery of patterns of success (and failure) across products, and enable readers to apply lessons learned to their own design work. Experts from multiple design disciplines contribute commentary, including Robert Blaich, Industrial Design | Alan Cooper, Technology Design | Kimberly Elam, Graphic Design | Scott Henderson, Product Design | Jon Kolko, Interaction Design | Rob Tannen, Human Factors | Dori Tunstall, Design Anthropology, and more. Join us in continuing the deconstruction at deconstructingproductdesign.com. UPOD at HOW Design Conference 2007 William Lidwell presented on UPOD at the HOW Design Conference in Atlanta, this year with more of a focus on innate cognitive biases. Thanks again to the many gracious attendees of his session and to HOW for putting on such a great conference. To download Will's presentation, click here. Check out the links below for last year's presentation, links to the "gorilla video", etc. June, 2007 UPOD at HOW Design Conference 2006 William Lidwell presented on UPOD at the HOW Design Conference in Las Vegas. Thanks to the many gracious attendees of his session and to HOW for putting on such a great conference. To download Will's presentation and handout, click here. If you are interested in research on legibility, a nice online review of the issues has been put together by Alex Poole. If you are interested in learning more about inattentional blindness (AKA the "gorilla video") visit the Visual Cognition Lab at the University of Illinois. For a direct link to the gorilla video and other fun demos of human cognition, click here. June, 2006 Donald Norman Reviews UPOD "100 ways, in alphabetical order, each succinctly explained, each with just a few authoritative references, and each with one page devoted to illustrations of the principle. Absolutely required reading, required owning. Every designer should own it. My students should all read it. What else can I say?" The full review can be read at his site www.jnd.org. For a direct link to the review, click here. January, 2006 UPOD Foreign Language Co-editions UPOD has been translated into multiple foreign languages. The Japanese and German co-editions are currently available. The Chinese, Italian, and Spanish co-editions are expected to be available this fall. June, 2004 UPOD Second Printing For reasons beyond our control, UPOD has not been available at most bookstores since early January, 2004. The book apparently sold faster than expected, and there have been delays in completing the second printing. We have been assured by Rockport that UPOD will be available by late March/early April, 2004. To the many people who have written us asking about availability, we thank you for your interest and apologize for the inconvenience. March, 2004 Stuff Creators Design Studio Gallery If you are looking for unique, modern prints, please visit the SCDS Gallery to view limited-edition works by UPOD author William Lidwell. March, 2004 Baby-Face Bias 2nd side note In the second side note, "Leslie A. Zebrowitz" was misspelled as "Leslie A. Zebraowitz." Corrected in 2nd printing. August 30, 2003 Inverted Pyramid 1st paragraph Inverted pyramid is incorrectly discussed in the lead paragraph. This paragraph states that in the pyramid metaphor, the base of the pyramid represents the most important information, and the tip of the pyramid represents the least important information. This is, in fact, inverted. In traditional scientific writing, the base of the pyramid represents the history and foundation (i.e., least important information) and the tip of the pyramid represents the conclusion (i.e., most important information). To invert the pyramid is to present the conclusion first and details last. Corrected in 2nd printing. August 30, 2003