Journal Entry #6: Debra Satterfield, "Design For Behavioral Change and Social Inclusion"

“Design for Behavioral Change and Social Inclusion”
Debra Satterfield

Debra Satterfield in not like most designers. She does not simply specialize in type or layout, or get excited over web apps, she transcends all of these elements. Debra Satterfield, who is a professor of Graphic Design at Iowa State University, is interested more instead to the cognitive understanding and impact that design can have on disabled children. While putting her lecture into this context, I found it very interesting to listen to what she had to say on the matter of designing for behavioral change. I have a large background in retail environments, and have always been in love with the idea of being able to change a person’s perspective about a certain matter simply by the way that that information is being presented to them. This is a main reason why I have chosen to stay in my field of visual merchandising and hope to interweave my experience with design to be as effectual as possible. I digress.
Debra had some really interesting pointers about designing for behavioral change and they are as follows. She said, “design is both a narrative and a dialogue.” And I think that she is so right with saying this. Every time we touch the keyboard, or fiddle with the mouse, or contemplate adding another stroke or feature, it is important to remember that everything we put into a design is an element. One that must be absorbed and digested at it’s own speed and frame of reference. We have to look at the visual language we use and ask ourselves if it is fitting with what is being communicated.
She also said that we must “design physically and emotionally support us” which in her own words can mean that, “we don’t always need to design to happy or wealthy people.” I really liked that she touched on the subject that so, so, so much advertising is spent selling to that archetype. Which is absurd considering how few people actually fit into that sub-culture. For the most of us working stiffs, we aren’t fulfilled, we aren’t rich, and most of the time, we aren’t jubilant. We are real. We have feelings, and what we lack in gross income, we make up for in emotional wealth. We want to be heard, to be understood, and more than that, we want some one to “get” us. It is important to try our hardest as designers to accomplish this task. Listen to our audience, and design to their needs, not to what you THINK their needs are.
Finally, Debra talked about the “Optimal Solution Zone” and what that means. The Optional Solution Zone is that euphoric place in design where it is possible as a designer to cater to the a) physical constraints of a client, b) what is emotionally appropriate, and c) what is socially appropriate. She says that when all three have been accomplished successfully, then the Optimal Solution Zone has been found. This is important especially when designing for children with disabilities. It is important that we give these children apps that they can use to enter into society and get up to speed with other children in their same age bracket. For instance, don’t give an autistic 10 year old a baby toy to play with and just think that because of his disability that he wouldn’t rather grasp the concept behind a computer game tailored to his needs. It is important that we believe in our clients to the best of their ability. We cannot degrade them or think that we know what’s best for them. As designers we must listen, communicate questions, and dream that they will benefit from our direction.
Didn’t we all get into this profession because we were starry-eyed dreamers, after all? Thought so.