"Super Normal" is less concerned with designing beauty than seemingly homely but memorable elements of everyday life. Certainly nothing 'flash'or 'eye-catching;' never contrived, but rather almost 'naff' yet somehow appealing. As if, when viewing something with expectations of a new design, our negative first impressions of 'nothing much' or 'just plain ordinary' shifted to '… but not bad at all.' Overcoming an initial emotional denial, our bodily sensors pick up on an appeal we seem to have known all along and engage us in that strangely familiar attraction. Things that possess a quality to shake us back to our senses are "Super Normal"
Thinking needs time. Feeling can be done in a moment. When you see something for the first time it seems to be important, but it’s the later, when you use the object that you realize that what you’ve missed initially is the essence of what design is all about.