small talk---Unconscious Design(Without Thought)
Freud’s theory of Personality Structure

  • Conscious:be able to realize something

Consciousness is the state or quality of awareness, or, of being aware of an external object or something within oneself.

  • Preconscious:Just forgot something.

Preconscious are the thoughts which are unconscious at the particular moment in question, but which are not repressed and are therefore available for recall and easily ‘capable of becoming conscious’

  • Unconscious:something didn’t show on.

Unconscious is a psychological activities, people often do not realize that, namely, is subconscious. It is a habitual, accidental, instantaneous response; for example, we see the blind sidewalk, we will stepped on the line to walk. The activity which is not through thinking, and been guided from our conscious to the action is unconscious behaviors. That is the large part of the iceberg.

Small Talk——Unconscious Design(Without Thought)

“Unconscious Design” was introduced by Japanese designer Naoto Fukasawa, which means “design should transfer the unconscious action into visible things.”

It is not necessary that every good design must have a beautiful appearance, luxurious decoration or expensive price, but in some details, which could bring the convenience to user unexpectedly. So from this umbrella, we can imagine such a sense: in a rainy day, we carry some heavy bags, we have to handle the umbrella and bags at the same time when we are waiting or taking bus, so at this time, the umbrella has another function—hanging heavy bags.

Designer didn’t add some extra parts into the umbrella in order to achieve this function, but only a simple groove, which allows users to understand intention of this design, as long as everyone see the groove, they will hang their bags on the top unconsciously.

Small Talk——Unconscious Design(Without Thought) 3

Small Talk——Unconscious Design(Without Thought) 2

Small Talk——Unconscious Design(Without Thought) 1

The other three examples above about the umbrella details-designing is how to make the umbrella standing by itself. Designers make their function easy to understand by user, the produce of the functionality displayed to the user, without too much explanation, because what they designed are what you really want. So users are easy to get the point to use, which is the biggest advantage of unconscious design. Unconscious Design aims to find the user’s potential needs, then give them a guidance, so when the product has been designed, the user will not be difficult to understand.
In my opinion, the aim of design is to convey the message or information, not through a strong visual impact to attract people’s attention, but to penetrate into the lives of people and to become part of people’s living habits. So we need to re-examine the surrounding we living in and product we are using.