Centre for Entrepreneurship (C4E) of the University of Cyprus and Berklee Institute for Creative Entrepreneurship (ICE) present the: Why are some designs better than others, and what can you do about it? (The workshop) If you've ever described a poster as heavy, a website as dense, an app as clumsy or an object as whimsical, you probably already know the answer. Recent psychology research is showing that experiential metaphors are key emotional drivers that impact our perception of the world. Applying these findings to design confirms what designers have learned throughout their careers—good design is subconscious first and rational second. Michael will share stories from this research and the IDEO portfolio then share tools to help you be more consciously subconscious.