IDEO Panel Series 1: Embodied Cognition

This event is sold out.

AIGA & IDEO Present
Getting Irrational: Embodied Cognition & Design

Have you ever post-rationalized a design to a client? Presented a "clean" typeface, "warm" photograph or "earthy" paper to explain a design? Turns out there is science behind this!

An emerging field of study called embodied cognition suggests that metaphors may be actionable design constructs. For example, studies show that if we want to design an object to have more value we might make it heavier because something "heavy is important". Or if we want to create an experience that helps people listen to one another we might use warm colors because "warmth is empathy".

IDEO's Michael Hendrix has invited science journalist Sam McNerney and psychology professor Joshua Davis to join him for a discussion about how these deep seated experiential truths can become actionable, helping designers reignite their intuition, confidence and creativity. A presentation and panel discussion will draw on recent university studies, real world examples and IDEO's own portfolio to explore this idea.

IDEO & AIGA hope that designers will be able use this information to create better experiences for others and to explain more effectively their design decisions. Please join us afterwards for refreshments and an opportunity to continue the conversation and mingle.

In partnership with

Admission: Members - $15 / Non-members - $25

Directions to Red Thread can be found here.

Parking: There is on-street metered parking and a large open parking lot across the street. And, Red Thread is just a 10-15 minute walk from South Station. The Silver Line Court House stop is close by as well.

Questions about this event? Contact Jodi Vautrin at







When & Where
Tue, Nov 30, -0001