Wednesday, 14 March 2012

EMOTIONAL DESIGN

WHY WE LOVE (OR HATE) EVERYDAY THINGS
by donald a. norman

CHAPTER ONE. Attractive things work better.Donald started a research project to examine the interaction of the effects of behavior and cognition. Donald has to think of an experiment on the impact and emotion. Donald said that emotions change the way the human
 mind resolve emotional systemSo, if aesthetics will change our emotional state will affect the mysteryEmotions are a part of human psychology explored badWith emotion scan also make product designs more creativeUse positive emotions such as failing to produce the desired productthe right way is to try again with more effort and look for alternative solutions. For negative emotions when they will fail to provide solutions lebig feel tenserestless, and so forth.

Three levels of processing are visceral, behavioral, and reflective.Donald review with his emotion in psychology suggests that humans are the properties of the results from three different levels of the brain.Three stages: visceral, behavioral,and reflective.Each stage plays a different role.The automatic,prewired layer, called the visceral level; the part that contains the brain processes that control everyday behavior, known as the behavioral level; and the contemplative part of the brain, or the reflective level.

Focus and creativity.Donald said to produce a product design must have acreative mind and focus.Designers need to have ready the creativity to produce the product.Designers need to find creative ideas to get quality products.For its effectiveness is positive designers need rest and quiet for creative thinking.

The prepared brain.Donald said  the visceral level is the simplest and most primitive part of the brain, it is sensitive to a very wide range of conditions.These are genetically determined, with the conditions evolving slowly over the time course of evolution. Although human language comes from the behavioral and reflective levels, it provides a good example of how biological predispositions mix with experience.The human brain comes ready for language: the architecture of the brain, the way the different components are structured and interact,constrains the very nature of language. Accordingly, they are important for design. While designers can use this knowledge of the brain to make designs more effective, there is no simple set of rules. The human mind is incredibly complex, and although all people have basically the same form of body and brain, they also have huge individual differences.

CHAPTER TWO.The multiple faces of emotion and design.Donald said the design requirements for each level differ widely. The visceral level is pre-consciousness, pre-thought. This is where appearance matters and first impressions are formed. Visceral design is about the initial impact of a product, about its appearance, touch, and feel. The behavioral level is about use, about experience with a product.But experience itself has many facets: function, performance, and usability. Reflective design, therefore, is about long term relations, about the feelings of satisfaction produced by owning,displaying, and using a product. A person's self-identity is located with in the reflective level, and here is where the interaction between the product and 
your identity is important as demonstrated in pride of ownership or use. Customer interaction and service matter at this level.

Objects that evoke memories.Donald said that emotions reflect personal experiences, associations and memories. Personal photographs, souvenirs, reminders and social insturmen, enabling shared memory. Digital camera to evoke memories of Donald. With this technology makes it easier to store, transmit, share, and as. It's easier to find only the desired images years after they were taken and put instorage. The pictures are clearly important to the emotional life of people.People have been known to rush back into the burning house to save a precious picture. Despite the ubiquity of the personal camera, portrait photographers  maintain a vibrant business,partly because professionals usually only have the skills needed to light and formulate stroke to produce high-quality images.

CHAPTER THREE. Three Level Design Visceral, behavior,and Reflecting.The design of such visceral nature. We humans evolved to live in an environment with other people, animals, plants, landscapes, weather and other natural phenomena. As a result, we have a beautiful tuned to receive signals from the strong emotions that have defined the environment automatically on visceral level.When we see something that is "beautiful," the judgment that comes straight from the visceral level. In the world of design, "beautiful" is generally frowned upon,condemned as a small depth, banal, or lack of, and materials-but that reflects the designer speak.

Behavioral design is all about use. Appearance doesn't really matter.Rationale doesn't matter. Performance does. This is the aspect of design that practitioners in the usability community focus upon. The principles of good behavioral design are well known and often told; indeed, I laid them out in my earlier book, The Design of Everyday Things. What matters here are four components of good behavioral design: function, understandability, usability, and physical feel. Sometimes the feel can be the major rationale behind the product.

Reflective design covers a lot of territory. It is all about message,about culture, and about the meaning of a product or its use.

In conclusion, The People can evaluate a product is liked or disliked. This leads to people and products are related to each other. By the three aspects of  visceral,behavioral and reflective
 role is important to people.

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