WEBVTT

00:00:03.044 --> 00:00:04.295
Did you know that you could

00:00:04.295 --> 00:00:09.300
learn all you need to know
about the differences between affordances

00:00:09.384 --> 00:00:12.095
perceived affordances, and signifiers

00:00:12.095 --> 00:00:14.889
by enjoying a plane map?

00:00:14.889 --> 00:00:19.644
Let's fly ten kilometers
above the ground to take a look.

00:00:19.728 --> 00:00:22.397
What is the difference
between affordances,

00:00:22.397 --> 00:00:25.817
perceived affordances and signifiers?

00:00:25.900 --> 00:00:27.777
Affordances.

00:00:27.777 --> 00:00:30.155
Affordances define and determine

00:00:30.155 --> 00:00:33.366
what actions are possible for an agent.

00:00:33.450 --> 00:00:37.370
It is possible for Rikke agent
to open action.

00:00:37.579 --> 00:00:42.584
The batter object signifiers,

00:00:42.667 --> 00:00:43.585
signifiers.

00:00:43.585 --> 00:00:47.255
Specify
how people discover those possibilities.

00:00:47.338 --> 00:00:51.676
Signifiers communicate
where the action should take place.

00:00:51.760 --> 00:00:54.304
Let's take a closer look at the button.

00:00:54.304 --> 00:00:58.641
Which sign tells Rikke
where she can open the butter?

00:00:58.725 --> 00:01:01.061
Yes. The signifier is right here.

00:01:01.061 --> 00:01:05.648
Signifiers are signs and signals
that help people act in a way

00:01:05.774 --> 00:01:09.986
so they can operate your
physical or digital product.

00:01:10.070 --> 00:01:12.822
Perceived affordances.

00:01:12.822 --> 00:01:16.868
Some signifiers are simply
the perceived affordances,

00:01:16.951 --> 00:01:20.663
such as this fruit bar
where they signifier is simply

00:01:20.663 --> 00:01:24.876
the perceived performance of the
physical structure of the packaging.

00:01:24.959 --> 00:01:28.338
Some signifiers are simply
the perceived performance,

00:01:28.421 --> 00:01:32.717
such as the handle of a door
or the physical structure of a switch.

00:01:32.801 --> 00:01:34.928
Don Norman,

00:01:34.928 --> 00:01:36.346
congratulations.

00:01:36.346 --> 00:01:39.974
Now you know what the differences
between affordances,

00:01:40.058 --> 00:01:43.603
perceived affordances and signifiers.

00:01:43.686 --> 00:01:47.565
You can use these insights when you design

00:01:47.649 --> 00:01:50.902
apps, websites, services,

00:01:50.985 --> 00:01:54.656
household machines,
or whatever you're designing.

00:01:54.697 --> 00:01:56.199
Sign up for our courses.

00:01:56.199 --> 00:01:59.160
Learn from top Design's specialists.

00:01:59.160 --> 00:02:00.370
Get your certificate.

00:02:00.370 --> 00:02:04.499
It's Industry
recognized Interaction Design Foundation.