Jasper: My opinion is that the design world has drifted away from normality, forgotten it's roots and the basic notion that we designers are supposed to take care of the man-made environment and try to improve it. Super Normal is a bridge between the two worlds, an attempt to reunite them. It's not easy to write a formula for the Super Normal object, I'm not sure it can even be planned. An object becomes Super Normal through use. As designers we can aim at achieving the Super Normal by being less concerned with visual aspects of an objects character, by attempting to anticipate the objects likely impact on the atmosphere and how it will be to live with.
Naoto: I think it's probably fairly easy to understand the things or situations that come under the heading Super Normal. One is looking at something that is normal and saying, 'That's really normal'; these things are those that have permeated daily life, things that we don't find any element of design in. Another is a new design that takes the essence of something that everyone recognizes and perceives as normal. When people look at these things, their expectation of seeing something that has been 'designed' is somewhat betrayed, and they come out with things like 'That's so normal' and 'Why is it so...normal?!'. With this kind of comment, what's being expressed is the perfect meshing with the original normal object, and we're reminded that perhaps the continuation of a good relationship that has been around for a long time is better than anticipating something new. I think maybe the moment this hits us is what Super Normal means.
Niti Bhan focuses on offering strategic insight for growth opportunities and revenue generation in the rapidly evolving interstitial space between design and business. Her 15 years of experience include employers such McCann Erickson Worldwide, Hewlett Packard India, The Second City and most recently, the Institute of Design. She is an engineer and an MBA whose most significant achievement in the field of design has been dropping out of two graduate design programs on two continents in two centuries - the National Institute of Design, Ahmedabad and the Institute of Design, Chicago. Her areas of interest are business intelligence and trends, business strategy as well as creating a compelling user case for design as force for increasing value.