Emotive devices: Apple shows design with feeling

San Francisco – Apple opened its Worldwide Developers Conference this week with a short animated film by advertising agency Media Arts Lab that examines its rigorous approach to design.

The film opens with the question: ‘If everyone is busy making everything, how can anyone perfect anything?’ Then using simplistic imagery with morphing dots, the film follows the meaning of the copy in the animation. ‘The first thing we ask is, what do we want people to feel? Delight. Surprise. Love. Connection. Then we begin to craft around our intention.’

The meaning of the film follows the ethos behind LS:N Global’s Emotional Technology microtrend, and eloquently describes Apple’s contributions to a more human approach to the devices we use.