emotional design

The sequel, Emotional Design, is based on the idea that there are three levels at play in design. It's still true that, on a rational level, products should be functional, but now he explains why they should be beautiful and have an emotional impact as well. Donald Norman explains how to being attractive, fun and enjoyable makes a product better. The main issues are that emotions have a crucial role in the human ability to understand the world and how they learn new things. Two researchers from Japan studied a different layout of control ATM’s, automated teller machines, found that the attractive arranged layout were perceived to be easier to use. Herbert Read in his book stated, it requires a somewhat mystical theory of aesthetic to find any necessary connection between beauty and function. Donald Norman pondered a new finding in the study of affect and emotion. In his explanation, there have two separate types of emotions, namely positive and negative emotion.

Emotions play a critical role in our daily lives. Positive emotions are hard to learning, curiosity, and creative thought and today research is turning towards this dimension. The psychologist Alice Isen discovered that being happy broadens the thought processes and facilitates creative thinking and also better at brainstorming. Meanwhile in negative emotions the broadening means that are far less focused, and far more likely to be receptive to interruption. In Isen’s results show that when people are relaxed and happy, their thought processes expand, becoming more creative and more imaginative. While in the negative emotions, they tend to narrow their thought processes, concentrating upon aspects directly relevant to a problem.

Norman’s studied about human attributes and finds that there have three different levels of brain that gives multiple faces of emotions and style of design. The focal point of Emotional Design is that attractive things work better. Norman explores how emotions affect purchase decisions based on three aspects of design, which is visceral, behavioral and reflective. Each level plays a different role in the total functioning of people. And also requires a different style of design.

The automatic, prewired layer, called the visceral level. This is the level of fixed routines, where the brain analyzes the world and responds. The design requirements for each level differ widely. This 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. In term of design, visceral is what nature does. Received powerful emotional signals from the environment that get interpreted automatically. The principles underlying visceral design are wired in, consistent across people and cultures.  Because visceral design is about initial reactions, it can be studied quite simply by putting people in front of a design and waiting for reactions. Effective visceral design requires the skills of the visual and graphic artist and the industrial engineer, where design is about immediate emotional impact.

The next level is behavioral. Behavioral is a part that contains the brain processes that control everyday behaviour. With a higher level of analysis, the behavioral level, with a complex and powerful brain that can analyze a situation and alter behaviour accordingly. The behavioral level is not conscious. Behavioral design is about use. Appearance and rational doesn’t really matter but it does performance. This is the aspect of design that practitioners in the usability community focus upon. Principles of good behavioral design are well known. In most behavioral design, functions come first and foremost. On the face of it, getting the function right would seem like the easiest of the criteria to meet but in tricky way. Good behavioral design should be human-centered , focusing upon understanding and satisfying the need of people who actually use the product.

The contemplative part of the brain is the reflective level.  In reflective level, they are very sensitive to experience, training and education. Cultural view have huge impact here, what one culture finds appealing, another may not. Thought reflection, you remember the past and contemplate the future.  Therefore, is about long-term relations, about the feeling og satisfaction produced by owning, displaying and using a product. A person’s self –identity is located within the reflective level, and here is where the interaction between the product and your identity is important as demonstrate in pride of ownership or use. Customer interaction and service matter at this level.

There are two kinds of product development, which is enchantment and innovation. Enchantment means to take some existing product or service and make it better. Enchantment to a product come primary by watching how people use what exists today, discovering difficulties and then overcoming them. Innovations are particularly difficult to access. One cannot evaluate an innovation by asking potential customers for their views. This requires people to imagine something they have no experience with. The real challenges to product design is discover real needs that even the people who need them cannot yet articulate.  

Overall based on my review, totally about aesthetic in a design. This book gives us a lot information ant guide line in term of design. Changing our thinking in development of design matter.

design aesthetic

The truth submit a series letters and a results research The Philosopher to beauty and art. The Philosopher sensible importance and attraction to honour this project.The researches also talk about The Philosopher will be serving a subject which closely connected with a part better happiness and not far removed from nobility morals human nature.The Philosopher would be begging cause its beautiful before a heart which power felt and work out and which would take most difficult of his job an investigation where one forced plead cause often for feelings on principles. The Philosopher purely consult his inclinator he blame by people as a service. A freedom its a need to prescribing from one prohibition small used in a formal rules,its will close risk guilty against good sense by any usage unfair.The ideas from deep heart from reading or experience with world.In this research reminded any special school of philosophy. Need to serve as guide and teacher until his enlightened intelligence gives him maturity. Try to understanding begins by destroying the object of the inner sense before it can approve the object.The philospher finds synthesis only by analysis,or the sportaneous work of nature only through the torture of art. Moral experience can be applied with approvingly for beautiful manifestation.It is attract mystery and erased with verge of extination merger of its factors.

In the letter ii, about the philosopher make a investigate about establishment and structure of a true political freedom. The philosopher felt that its not unseasonable to go in search of a code for the aesthetic world, even there so much higher matter in the moral world. Art is freedom. Moral principles is of necessity. In the paragraph iv, "The eyes of the philosopher as well as of the man of the world are anxiously turned to the theatre of political events, where it is presumed the great destiny of man is to be played out." In my opinion for this question is the welfare of society also included in this design aesthetic issues because If they not share about general interest its assume indiffferance. Man must to be pretend himself and every man must think about himself. and every man who is capable of placing himself in a central position, and raising his individuality into that of his species, can look upon himself as in possession of this judicial faculty of reason. Being moreover, as man and member of the human family, a party in the case under trial and involved more or less in its decisions.

Philosopher felt that independent intelligence behaviour should have in every human itself and not to be treated by nature. Followed the anticipated steps of nature, try to convert the necessity work into one solution and expand physical necessity into a moral law. As a human, cannot possibly rest satisfied with a political condition forced. For those who are blind law, they are influenced by powerful impulse in the passion of love. In the blind powers possesses there are no authority, all must be made to adapt itself to the highest end which reason has set up in his personality before can reach the freedom. Now the term natural condition can be applied to every political body which owes its establishment originally to forces and not to laws, and such a state contradicts the moral nature of man, because lawfulness can alone have authority over this.

The condition of the human will always remains contigent and that only being physical coexist with moral necessity. The moral conduct of man as on natural results must become nature and must be led by natural impulse. Two ways present themselves to the thought, in which the man of time can agree with the man of idea, and there are also two ways in which the state can maintain itself in individuals. The pure ideal man subdues the empirical man, and the state suppresses the individual. Consequently education will always appear deficient when the moral feeling can only be maintained with the sacrifice of what is natural. For the nature on which he works does not deserve any respect in itself, and he does not value the whole for its parts, but the parts on account of the whole. The internal man is one with himself able to rescue his peculiarity, even in the greatest generalisation of his conduct. The cultivated man makes of nature his friend, and honours its friendship, while only bridling its caprice. Nature strives to maintain her manifold character in the moral structure of society, this must not create any breach in moral unity.

Philosopher turned its attention to something more visible, and also states the power. Although still owned power no longer receive the honour. People need to wake up from weakness and demanded back his eternal rights. Rights taken away by force and the real is real freedom tyranny. Philosopher union also said the two men and the decline can be seen in same . Without period of civil law to be broken to pieces, and urged people met instinctively .Philosopher make the words that what is more glorious is the more rebellious the top ruin .Group proud of wealth and upper class people conscious ego cause suffering.