Lab+One

Review the Tutorial 1 movies, and describe Jonathan Ives and his theory of 'undesign' in relation to his work at Macintosh. (200 words)
 * Tutorial #1 Wiki Question (2 marks):**

Jonathan Ives is a thirty-seven year old man hailed as the King of Design for having saved the Apple brand. He joined Apple in 1992 and his work and aesthetic has made its way into the lives of thousands of people. The first time he was introduced to a Mac he realized how straightforward the product was to use. Ives eventually designed the first i-Mac computer in 1998 using various translucent gum-drop colours that set this brand of computer apart from its competitiors. Realizing that people were nervous around computers- technology he was inspired to create a product that was accessible not intimidating.

His commitment to making a computer that would be accessible and not intimidating – essentially led to his theory of ‘undesign’ which is based on making a product simple to use. Ives’ theory of ‘undesign’ is oriented towards getting design out of the way.  “ It’s not about the design of a physical thing – it’s about figuring out process”. It’s important in a product to have a sense of the hierarchy of those things that are critical components and those things that are not important by eliminating those elements that compete for your attention. Remove those elements that have no value.