Jayashankar_CCT333_labs_2011

==**Review the Tutorial 1 movies, and describe Jonathan Ives and his theory of 'undesign' in relation to his work at Macintosh. (200 words) **==
 * Lab 1**

Apple Computer Senior Vice-President for Industrial Design, Jonathan Ive is the man responsible for Apple's amazing ability to dazzle and delight with its famous products like the imacs and ipods.

Ive's theory of undesign is got to do with the fact that if you design something based on reason and a logical or rational understanding, it is not 'designed' that way, it is almost meant to be that way. This rules out the unnecessary loud designs thereby signaling to the user what needs to be signaled about the product, so that the user understands the usability and the functionality of the product. This is how Ive makes certain that the products connect with their users. Ive designs his products mainly through the products' functions. For example, the indicator light of built-in cameras and battery life of MacBooks, etc, are placed in such a way that they have reason to be there and seem natural. Basically Ive's idea is that each attribute of a product has a particular functional significance of presence, and not because it is designed that way.

Therefore, Ive's undesign's minimalistic aesthetic has proven wonders to Apple Computers and has helped them regain their competitive edge.