Lab1

**Tutorial 1:** Review the Tutorial 1 movies, and describe Jonathan Ives and his theory of 'undesign' in relation to his work at Macintosh. (200 words) Jonathan Ive is the senior vice-president of Industrial Design. He is the man behind “Apple’s amazing ability to dazzle and delight with its famous product” like the iMac and the iPod. Jonathan Ive stressed the importance of focusing in what is important, understanding the product, loving the work and having a small and connected team. Jonathan Ive identified the defining qualities of the design of an Apple product are about use: ease and simplicity (Design Museum). Ive also talked about the theory of “undersign”. The theory of undersign is about not requiring people to think about how an object or indicator would function; people already understands it just by looking at it. The iMac’s power indicator light exemplifies this. The indicator light would be green to indicate normal operation and steady amber if it’s in an energy saver mode. Ive states that primary function of an object should be obvious and the user should feel an immediate connection to it or to how they should interact with it. Joanthan Ive also applied Biomimicry on the iMac 2002, which is inspired the sunflower.