Emotional Design

EMOTIONAL DESIGN Emotional Design is a book by Donald Norman. In this book, the main issue is that emotions have a crucial role in the human ability to understand the world, and how they learn new thing. Such as aesthetically pleasing objects appear to the user to be more effective, by virtue of their sensual appeal. This is due to the affinity the user feels for an object that appeals to him, due to the formation of an emotional connection. Norman has changed the concept to be suitable for application in design. In this book the focus point of Emotional Design is that “attractive things work better.” His explores how emotional affect purchase decisions based on three aspects of design. The three aspects is the visceral (appearance), behavioral (performance) and reflective (memories and experiences). The visceral level is fast: it makes rapid judgments of what is good or bad, safe or dangerous, and sends appropriate signal to the muscles (the motor system) and alerts the rest of the brain. This is the start of affective processing. These are biologically determined and can be inhibited or enhanced through control signals from above. For the behavioral level is the site of most human behavior. It’s action can be enhanced inhibited by the layer reflective layer and, in turn, it can enhance or inhibit the visceral layer. And the highest is that of reflective thought. Note that it does not have direct access either to sensory input or to the control of behavior. Instead it watches over reflects upon, and tries to bias the behavioral level. In this book also has explains that must understanding the three parts of designs can helps a business make the most of their product designs and marketing efforts. After all, an ad has images and those images can stir emotions. Service-based business can turn the not significant into the significant and apply the concepts from the book. After laying out his unified theory of design, his focus to the next few chapters to the practice of design by providing a variety. For example, such as National Football League coaches, Swatch watches, and Diesel clothing stores. All this example add to the book by providing a concrete demonstration of design principles. He does not elaborate on the challenges of designing radical innovations, but Norman talk about the design aspects of incremental innovations, calling them enhancers. Designers can observe the users of incremental innovations, discover usage difficulties, and make appropriate changes to make them work better. The design of radical innovations is a different challenge altogether, in which the design is based totally on the vision of the product designers. Design of radical innovations also may have huge positioning implications. In the last chapter in this book Norman has discussion the role of emotional machines and the future of robots. And his believe that emotions will be of the part machine designs in the future so that people may better communicate with these machines. I was like by some his thoughts in this section. People will tend to attribute human qualities to robots that appear such human. However his suggests that making robot humanlike will backfire. This is because people are least accepting of creatures that look human. This led me to interesting for me to think about that. Did Sony introduce its AIBO robot, which are shaped like dogs, because these animal appeal to us at a visceral level and also because we are forgiving of robots that are designed to look like pets? If this rational is indeed correctly, the potential of emotional design to create entirely new market spaces is extraordinary, and inside the greater value of his theory of product design. In summary, the central premise that a great product can be developed by integrating all three aspects of design is innovative this book also help designers and suggests that product design is much more visceral design as is commonly practiced. This book also has an appropriate mix of academic neatness and practical relevance. That all.thank you.