The only unit of time that matters is heartbeats. Even if the world were totally silent, even in a dark room covered in five layers of foam, you’d be able to count your own heartbeats. When you get on a plane and travel you go 15 heartbeats per mile. That is, in the time it takes to travel a mile in flight your heart beats 15 times. On a train your heart might beat 250 times per mile. And we count this up and we make sense of it. We’re constantly switching accelerations; we’re jumping between time frames. That’s what we’re asking people to do every time we make something new, some new tool or product. We’re asking them to reset their understanding of time. To accept that the sequence we’re asking them to follow is the right way to do a thing. It’s like the farmer with the clock.
Excerpt from 10 Timeframes. Closing keynote by Paul Ford at the 2012 MFA Interaction Design Festival. Via @cameronmoll