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Comment on "My Data Says You Like Beautiful Things"
by Alan — Oct 18
My despair about human factors began many years ago upon going through volumes and volumes of the journal, Human Factors, where evidence was reported using statistical graphics of wretched quality, with thinner data and worse designs than even in corporate annual reports. Also the methodological quality of the research was poor, and so nothing was credible. The findings seemed entirely context-dependent, univariate (design and seeing are profoundly multivariate), and without scope: what did it matter if some students in freshman psychology in Iowa preferred one clunky font compared to another clunky font in an experiment conducted by a teaching assistant? Later, while consulting, I saw this naive dust-bowl empiricism fail again and again for nearly a decade in trying design a competent PC OS interface. (And with the Mac interface sitting there, smiling, all the time. Apple's superb interface guidelines seemed to me to be a retrospective account of the beautiful hands-on craft of a few brilliant designers, not a reason to have experimental psychologists attempt to design OS/2 and Windows.)

At any rate, if this was the scientific practice and the design craft of applied psychology, I concluded the field did not have much to contribute to my own work on analytical design.

I happily fled to the classics of science, art, and architecture.

-- Edward Tufte, November 27, 2002
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