Positive Friction
How to not “fit in.”
September 3rd, 2025
Author
CROWN
CROWN
How to not “fit in.”
Positive Friction
Positive Friction argues for a new way of designing digital spaces. We believe in creating digital experiences that make people think and explore, breaking away from boring, standardized designs. As technology has advanced, “digital” has come to mean “easy to use,” but this often strips away emotional richness and uniqueness. Strict design rules have stifled creativity for designers and led to dull experiences for users. Often, these designs aim to create addiction by misusing studies on human behavior, like in “Hooked: How to Build Habit-Forming Products” by Nir Eyal, 2014. This can harm users’ well-being. While seamless interfaces are necessary for some tools, constantly chasing efficiency creates a boring digital world that lacks creativity and experimentation. When spaces are designed to be too easy, users miss out on meaningful and engaging experiences.
Philosopher Pierre-Damien Huygues said, “Being moved used to mean being lifted out of calmness. Why would one want this today? Without emotion, calmness feels untouched and lifeless. Who would want a life that’s never disturbed?” This shows why we need to design for emotional engagement, not just efficiency.
By rejecting rigid design rules, we open up new possibilities. Positive Friction aims to create surprise and discovery. We design spaces that take time to understand, fostering deeper relationships with visitors. This nurtures creativity and new narratives, moving away from guiding users through predefined flows.
Positive Friction is about more than breaking rules; it’s about reclaiming human agency in digital design. Embracing complexity and friction creates rich, emotionally engaging experiences that encourage users to explore and connect. This revitalizes the role of designers and enriches digital experiences, making the online world more vibrant and dynamic. In short, while efficiency and accessibility are important, they shouldn1t come at the cost of creativity and emotional depth. Positive Friction challenges us to think outside the box, rediscover the value of emotional engagement, and design digital spaces that truly resonate with human experiences.
The concept of Positive Friction is not confined to digital spaces; physically, thoughtful design can create memorable experiences. Comme des Garçons’ Chelsea store has an unconventional entrance
-requiring visitors to bend and twist through a narrow, cave-like passage- spurring anticipation and curiosity. This transforms a simple act of entry into an engaging and memorable experience, setting the tone for the unique retail environment within.
Similarly, the layout of the Prada Epicenter in New York, designed by Rem Koolhaas, features a dramatic wave-like ramp that sweeps through the space, serving both as a display area and a pathway, transforming the act of shopping into a journey. This design disrupts the typical retail experience, inviting shoppers to engage with the space in dynamic and unexpected ways.
Drawing inspiration from these physical examples, Positive Friction in digital design can be achieved through various techniques. Introducing elements of surprise within a website's navigation can encourage users to explore more thoroughly. A photography portfolio site where each click reveals not only new images but also hidden stories and behind-the-scenes insights can prompt users to delve deeper into the artist's work.
This very paper* is a form of Positive Friction- subverting conventional newspaper editorial design in favor of creating a design artifact; something you'd want to keep on your coffee table as a conversation piece.
Designers play a crucial role in cultivating Positive Friction. By rejecting the lure of purely functional design, they can craft experiences and identities that resonate on a deeper level. This involves a willingness to experiment and take risks, embracing complexity rather than shying away from it. It means designing for emotional impact, creating moments of wonder, surprise, and even discomfort that lead to richer, more meaningful interactions.
*Originally published as part of Issue 1 Vol. 1 of Something Forever™ Paper.
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