2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Let's Get Physical: Design + Embodied Cognition

#sxsw #intuition


Quips like, “that’s over my head”, “her looks could kill” or “he’s cold-hearted” reveal deep connections between our physical senses and our emotional experiences. Today scientists are discovering new truths about visceral understanding through language metaphors. Drawing on recent university studies and real world examples, IDEO Creative Director, Michael Hendrix, will give an entertaining presentation on how this offbeat, emerging science of embodied cognition applies to designers. He'll share how our bodies and minds are not separate, but unified and dependent, shaping our thoughts and experiences, and how this knowledge can help designers reignite their intuition and creativity to design better human experiences.



Michael Hendrix

Partner & Managing Dir


Michael Hendrix, a Partner and Creative Director at IDEO, leads the Boston studio. An accomplished graphic designer, he has received over 50 awards from major U.S. design associations and is in the permanent collection of the Cooper-Hewitt, National Design Museum and the Denver Art Museum.

IDEO (pronounced “eye-dee-oh”) is an award-winning global design firm that takes a human-centered, design-based approach to helping organizations innovate and grow.

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