The Strong Towns Podcast

If the 19th century belonged to engineering, and the 20th century to chemistry and physics, then the 21st might belong to biology. (The OECD said as much in a 2012 forum.) Increasingly, we’re coming to understand the nature of humans as biological creatures, including the unconscious, “spooky” wiring that shapes our behavior more than we know or are perhaps comfortable with. We process 11 million bits of information every second, and 10 million of them are visual. We react to images much faster than we do text, and often we form emotional impressions before we consciously reverse-engineer a rational explanation for why it made us feel the way it did. Insights like from cognitive science have made their way into nearly every discipline—including, very prominently, advertising and product design. The stunning rise of Apple is all about psychology. Car companies get it, too. There’s one big “but” there, though: one design field in which we’ve been remarkably slow to absorb the lessons of modern psychology. And