Great design hits you on many levels. During our staff meeting today, Nick gave a nice example of the way it can hit the subconscious: When you shut the door of a luxury car, like a BMW, it feels different. And this feeling may not even register in the conscious mind, but I think it matters. The feeling of solidity and integrity during that action is unique and lasting, even though it occupies a tiny sliver around the experience of driving. It reinforces quality, security, class — critical elements of luxury.
I hesitate to admit this in a public forum, but I don’t think I’ve ever purchased a new piece of silverware. Our silverware drawer is a hodgepodge of airline spoons, thrift store forks, garage sale knives, odds and ends of various shapes and sizes. But you’ve got to wonder whether the experience of eating wouldn’t be greatly enhanced — even unconsciously — by great silverware, like the set above by craftsman David Mellor. I saw it yesterday at Heath Ceramics in Sausalito, and even a philistine like me could tell that it’s got something going on. For $160, you can find out for yourself.
If you do, listen to your subconscious, and let me know what it says.
My name is Doug LeMoine. I work both on, and for, the Internet. You can find more about me in the 
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I was a restaurant guy for years. Things that people generally won’t notice can make or break a place, or so they say. When I walk into a dining room I’ve never seen, I still have a habit of looking for things that seem as if the owner is hoping no one will notice… assuming the owner even noticed. Dust in certain places, positions of tables and the way traffic flows around them, lights, etc…. It always makes me say to myself, “Wow, sharp manager.” or “How in hell are they still in business?”
On the other hand, some of the best feeds I’ve ever had were in filthy dives. If the food is good enough and people know it, I guess they can afford to not give a damn how many cigarette burns are in the springy booths they bought second hand from a condemned truck stop. A good meal makes a hellhole “charming” and “eccentric”.