The Common Sense of Science

The Common Sense of Science

Author: Jacob Bronowski

Publisher: Faber & Faber

Published: 2011-12-15

Total Pages: 155

ISBN-13: 0571286941

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Jacob Bronowski was, with Kenneth Clarke, the greatest popularizer of serious ideas in Britain between the mid 1950s and the early 1970s. Trained as a mathematician, he was equally at home with painting and physics, and wrote a series of brilliant books that tried to break down the barriers between 'the two cultures'. He denounced 'the destructive modern prejudice that art and science are different and somehow incompatible interests'. He wrote a fine book on William Blake while running the National Coal Board's research establishment. The Common Sense of Science, first published in 1951, is a vivid attempt to explain in ordinary language how science is done and how scientists think. He isolates three creative ideas that have been central to science: the idea of order, the idea of causes and the idea of chance. For Bronowski, these were common-sense ideas that became immensely powerful and productive when applied to a vision of the world that broke with the medieval notion of a world of things ordered according to their ideal natures. Instead, Galileo, Huyghens and Newton and their contemporaries imagined 'a world of events running in a steady mechanism of before and after'. We are still living with the consequences of this search for order and causality within the facts that the world presents to us.


The Design of Everyday Things

The Design of Everyday Things

Author: Don Norman

Publisher: Constellation

Published: 2013-11-05

Total Pages: 370

ISBN-13: 0465050654

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Even the smartest among us can feel inept as we fail to figure out which light switch or oven burner to turn on, or whether to push, pull, or slide a door. The fault, argues this ingenious—even liberating—book, lies not in ourselves, but in product design that ignores the needs of users and the principles of cognitive psychology. The problems range from ambiguous and hidden controls to arbitrary relationships between controls and functions, coupled with a lack of feedback or other assistance and unreasonable demands on memorization. The Design of Everyday Things shows that good, usable design is possible. The rules are simple: make things visible, exploit natural relationships that couple function and control, and make intelligent use of constraints. The goal: guide the user effortlessly to the right action on the right control at the right time. In this entertaining and insightful analysis, cognitive scientist Don Norman hails excellence of design as the most important key to regaining the competitive edge in influencing consumer behavior. Now fully expanded and updated, with a new introduction by the author, The Design of Everyday Things is a powerful primer on how—and why—some products satisfy customers while others only frustrate them.