While organizing information graphically for these more complex control panels, I also discovered a life-long fascination with psychology after we encountered the consumers’ resistance to touching the screens. Many research subjects recalled maternal admonishment about sitting too close to or touching their home TVs. That was a lesson that has lasted throughout my career–understanding and harnessing consumer demand first requires knowledge of consumer psychology and their aspirations in a cultural context. Again, Apple is the current master who understands this fundamental truth, which I find to be no surprise (via How I Helped Invent the Touchscreen in 1979 at Xerox PARC | Co.Design
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