Don't let anybody tell you that an Arts & Sciences curriculum isn't valuable. While it is true that my shiny new degree didn't quite nail down my job applications for, among other things: termite exterminator, prison guard, rag salesman (Yes, somebody has to go out there to sell rags. Everything has to be sold by somebody.), it did prepare me for my eventual career path of asking people if they wanted butter on their popcorn. I could even do it in French. But, more importantly, it was in college that I was exposed to...Umwelt.

No, Umwelt is not a Scandinavian Death Metal band. Nor is it one of those Biblical diseases, like the Itch. I will illustrate Umwelt in the following riddle: To an ant, it is a vast ocean; to a sparrow, it is a drink of water; to a horse, it is a muddy footprint; what is it? Show of hands? Anybody? Does anybody read this stuff? Well, Grasshopper, the answer is: It's all three things. You see, Umwelt (German word. Rough translation: Environment. Pronounced "Oooom-Velt". Drag out that Oooo, Herr Professor.) can be defined as "subjective reality". The same situation can have completely different realities to different species, or different individuals. At different times, even. It all depends on what you're looking for. Where you're coming from. Where your head's at, man. You may not realize it, but we all wrestle with Umwelt every day. Does this belt make me look fat? Does my tie match my hair? See? I'm trying to put myself into the subjective reality of others. Trying to imagine their horror at my appearance. I'm trying to grasp their Umwelts. A lot of design is like that. You may think the manicured bushes and rolling ivy in front of your home represent traditionalism and good taste. A cop on the beat may think they're a good hiding place for suspicious activity. A rat may think it's Home Sweet Home. See? Back to traditionalism and good taste. For the rat, anyway. It's all because of that devil, Umwelt. And Umwelt really bites us in the Realm of Unintended Consequences. A shop owner might point proudly to his shelves and aisles, packed with a commercial cornucopia for his valued customers. His customer in the wheelchair, however, might only see a cruel obstacle course with blocked passageways. So, think, please. Measure twice to cut once. But, think three or four times, first. Think about the Umwelt.

A guy I used to work with took a Dale Carnegie course, to try to show Management how industrious he was. Didn't work too well. But he did teach me one of those Daleisms that really stuck with me: If you see Joe Jones through Joe Jones' eyes, then you will sell Joe Jones what Joe Jones buys (Say it aloud; it sounds better than it reads). There you have sound commercial advice about the Umwelt of Joe Jones. Whatever we make, whatever we do, whatever we sell, how does it fit into the reality of Joe Jones? And all them other Joneses out there. So, yeah, design is like that. Sure, I may know what I like. I happen to think I'm a genius at this design stuff. But, Joe Jones is ALL about design. All the Joneses are. So, it may be my design, but their Umwelts. And there's nothing but Umwelts out there, as far as the eye can see.

The key to good design, good commerce and good relations is a thorough understanding of the other guy's reality. By exercising our minds, we will build a better Main Street. Because Main Street Takoma is much more than a pretty spot on the map. Main Street Takoma is...Umwelt.
John Hume
Design Chair