Happy Is Up Sad Is Down is a unique design book that educates individuals through the use of metaphors.  Often when we have time to reflect and focus on our mind, our bodily experiences, and the wider world around us, we tend to come up with the best ideas. This is where this book comes into play. 

In design, It’s not just about the ideas you come up with, it’s about the process of application and the journey from the initial idea, to the moment the product arrives on store shelves.

By utilising various popular metaphors and applying them to the field of design, this book helps designers to improve their structure techniques, design tools, and their way of thinking and approaching design.

Moreover, this book contains 65 different metaphors backed up with meaningful research, and useful real-world applications in interaction design, marketing, and many more important areas.

Jörn Hurtienne, Diana Löffler, Clara Hüsch, Daniel Reinhardt, Robert Tscharn and Stephan Huber are a team of psychologists, designers, computer scientists, business consultants and researchers who came together at the Chair of Psychological Ergonomics at Würzburg University. Jörn discovered his love for metaphors in 2004, drew others into this and they have been studying their usefulness for design ever since. They have successfully used metaphors in the design of automotive user interfaces, websites, medical systems, robots, industrial controls, consumer goods and augmented reality systems.

"The book is easily a must-have resource for a designer’s toolkit." – indiaartndesign.com

ISBN: 978 90 6369  468 5
Author: Koos de Wilt
Concept: buro van Ons
Format: Paperback with flaps
Dimensions: 18 x 14,5 cm
Pages: 160