RR03

In chapters 4-6 Heskett talks about "giving the users what they never know they wanted". Designers work to create things that no one else has thought of. He also talks about involving the consumer in the design process. An example of this is IKEA, where you can go to the store and design any kind of room you want, and things come in pieces so you have to assemble them yourself and you end up with your own custom room. In chapter 6 about environments he compared the American use of space to the Japanese use of space. In America, we like to have a lot of space and spread things out, which really isn't necessary. He says that because we have all of this space things like bathroom fixtures haven't changed much over the years because they haven't needed to. In Japan though, they don't have as much space, so they have to come up with more efficient and compact designs.