Defamiliarization / Ostranenie

CORE DEFINITION

In order to restore people's perception of things, familiar things must be made 'strange', increasing the difficulty and time of cognition, thereby prolonging the aesthetic process. The technique of art is to make objects unfamiliar, to make forms difficult. - Scaffolding role: perceptual restart of innovation. - This is also the core method of product innovation. Why do ordinary household appliances (such as Dyson hair dryers) become stunning after redesign? Because it breaks your 'automatic recognition mechanism' (it doesn't look like a hair dryer), forcing you to re-examine its structure and function. To innovate, first try to view the products you are accustomed to as if you were an alien, removing