Don Norman: Emotional Design

In this video, Don Norman points out our new life is try to understand what beauty is about, pretty and emotions. Pleasant things can help us work better, because they can make us more creative. Why we love of hate everyday things, proposed three levels by which humans holistically analyze aspects of products. This three levels are visceral level, behavioral level and reflective level.

At the very beginning of this video, there is an example of gold plated jucier. This jucer is not meant to squeeze lemons, it is meant to start conversations. Another example is a global cutting knife which is made in Japan. Don make comments on this product from 3 aspects: shape, blance and sharp. He think it is a beautiful and functional product.

He also shows the other examples like PingPongPlus, a digitally enhanced version of the classic table tennis. This design help to add fun when people playing table tennis. The example of special designed teapot, it can tell people the tea is ready with its changed movements. It is quite a clever idea, which make the tea pot like a naughty person. We can say it is now can be considered as an emotional product. Another example which give me a big empression is a designed chair 'who' loose his ball. This design really gives a chair life, which make it emotional.

The three levels at play in design: visceral, behavioral, and reflective. Visceral design is about how things look, feel, and sound. Behavioral design is about getting products to function well, and about making that functionality easily accessible. Reflective design is about the meaning of things, about message and becomes more important as products mature. In the early days, it may be a struggle to get something to work well - the first cars, and the first computers. But when you can take functionality for granted, how do you choose between different products?

Don Norman's framework provides a method by which designers can develop a richer understanding of users and their experiences.

image from: www.sd.polyu.edu.hk/de2008/speakers.php