From usability to sociability: the immediate perceivable quality of a technology is its usability, its utilitarian quality. A more complex one is its symbolic value within a society. **Thoughts** We cannot design only for usage without considering the symbolic social significance of a technology. The social significance is an important determinant of the tools adoption. A good example are Apple products, which are acquired as much for their use as for the status they provide. Another example I can think of related to creative technology is a guitar. Its utilitarian value is producing sound as a musical instrument, its socially symbolic one is that you look cool while doing it, it represents a whole tradition of music and culture that you want to be a part of. You can design a great musical technology, but if you look super lame using it, it will hardly be adopted. That is, a technology can have high utilitarian value but low socially symbolic value, which will hurt its adoption. Given that [[Technology adoption has three phases, enthusiast, work and consumer]] it is important to consider the social value as a component of adoption. Ignoring its social value might hinder transitioning to a consumer stage. **From** [[Designing interactions (Moggride, 2007)]] by [[Bill Moggride]]