I read about anthropomorphism in design this morning. This little water bottle called; "Fred".

Apparently we're all so desperate to form relationships with the world around us that we subconsciously seek out familiar human form in everything. Faces on cars, two windows above a garage, parking meters etc.

In this instance, it's Fred's name which gets us going.

Like; you should never name a farm animal you intend to kill. Tip from a friend.

Reading about humans seeking connection with things that look like humans made me think of people as animals - specifically chimps or baboons, or something.

There was a moment of half pity.


Sophie Summers