10.1 Emotional Design part 2

1. “That’s the design challenge- to discover real needs that even the people who need them cannot yet articulate.”
This statement by Norman fascinates me. All the everyday items that we now consider essential were at one time not available or considered superfluous. A perfect example is the cell phone. Even when the concept was introduced most consumers did not respond very positively to it. However, now every where you go you can find someone talking on their phone. It just shows how innovative and persistent designers need to be.

2. I find the division of categories useful, but I thin k they could be better named. I think that behavioral design and reflective design both make sense right after being introduced to them. Both words are used frequently, therefore commonly understood. However, visceral design in not as obvious. Although the definition of visceral may relate, it is a much less common word and therefore more difficult to connect. In my opinion, a better name would be Instinctive design, since most of it is based off a subconscious common to all attraction to certain design elements. It could also be useful to classify the three types of design in levels, with visceral being first, behavioral being second and reflexive being third. This would work with each level entering into a more complex thought process and a deeper level of emotional design.

3. A designer could decide what type of design is most important for a product based off numerous factors. A few prominent factors would include target consumers, price, length of use, function and visibility. Those products with a higher price are probably more likely to appeal to the reflexive design. Most likely part of the price is due to the brand being bought, and there is usually a cheaper comparable product. Function and length of use would most likely apply to behavioral design. Length of use may also apply to visceral design when the product has a short length of use. High visibility items would most likely need to be designed around reflexive design. A young consumer such as a toddler would need products designed to the visceral level of design. A teenage consumer would most likely be concerned about reflexive design to the status structure among their peers. Adults would most likely care about both behavioral and reflexive design. The elderly would most like care about behavioral design. Products such as clothes, phones, cars, and purses are usually reflexive. They are often replaced and on high visibility. Many appliances, tools, and more technologically advanced objects are usually appealing to behavior design. Many food items appeal to visceral design.

9.29 Emotional Design

1.Norman’s main points included the three levels at which one could look at design. Theses three levels were visceral, behavioral and reflective. Depending upon the method that was used to gain consumers different aspects of design would be focused on. The most basic level was the visceral level in which one’s first impression based on biological hard wiring is targeted. Items that are geared toward the visceral level are usually fun, and pretty. The use of bright colors and simple design is what leads to an automatic, subconscious level of interest. The behavioral level focuses purely on the function of an object. The object must first perform well. However it is quite often difficult to work on behavioral design due to the difficulties of coming up with new consumer need and innovations. The behavioral design must also be easy to understand and easy to use. The most complex design is reflective design, which unlike behavioral and visceral occurs at the conscious level. Reflective design is about how any given object will make an individual appear. Items bought based on reflective design ties into the message we want to convey to other about ourselves. Often time reflective design involves higher cognition, such as having a bad experience with a product but having a very positive experience that eliminated the problem. This shows the net positive outcome is more important that the negative aspects of the design. Reflective designed is all learned and based on the cultural experiences and each person’s point of view, leading to many different ways to appeal to reflective design.

2.This chapter focuses much more the emotional aspects of design going beyond just usability and function. Norman takes a deeper look into the consumer’s psyche and discovers aspects of design that often go unnoticed. The complex thought process that goes along with objects design is discussed in depth. However in his earlier book it was merely address the products shortcomings. This takes a consumer’s point of view about design more so than his previous work did. It is easy to tell that Norman has broadened his horizons when looking at design and now expresses a more mature and introspective look at design.

3.An object that appears to the visceral level is the new iPod nano. The iPod comes a wide array of bright saturated colors that automatically makes you want that product. An item that appeals to behavioral design would be a printer. Most people don’t really care what a printer looks like as long as it is easy to use and works well. Something that appeals to the reflective design includes shirts with brand names written on it. This is a display showing personal status, and usually isn’t that innovative of a design. The shirt signals to others that you have the money to buy brand name clothing.

9.26 Design of Everyday Things part 2

1. “Hence the problem for British Rail: when the shelters had glass, vandals smashed it; when they had plywood, vandals wrote on and carved it.”
I found this example very interesting. Although both the glass and plywood would take similar strength to break it, due to the affordance of materials humans don’t think to break plywood. This psychology of materials is fascinating to me. I love that how we see objects limits how we will use them. Without even realizing we limit the options for use of objects by our assigned ideas of what objects individual purpose is.

2. The book is still influential today due to the general design aspects that are applied by Norman. He focused on what aids in good design. Concepts such as mapping, affordances, and constraints. These concepts will always relate to good design despite the advances in technology. Also having the important parts of a design visible for the consumer is an idea that will always make sense. Norman took time to focus on components of good design that are universal or somewhat universal to good design. That is what makes his book ring true even twenty years later.

3. I would include a variety of factors to evaluate a design. Visibility of needed aspects of designed object would need to be ensured. Anything that will be commonly used or is needed must be visible to the consumer. Also a good conceptual model must be made so the consumer can innately figure out what to do. The conceptual model must match how the design actually works so the consumer can best use the design. I think most products that are somewhat complex should be tested on consumers. It would be important to have the clearest labels possible for different parts of the apparatus. There should be clear thought put into the amount of buttons and executions that correspond to it.

9.24 The Design of Everyday Things

1. The author wanted to demonstrate ways we respond to design, either consciously or unconsciously. Many designs nowadays involve many advanced technologies. Theses advancements lead to more and more all in one and complex products. These complex products make it difficult for an understandable design to be created. The author’s key points included the use of natural designs. Natural designs are designs that we can figure out without have to consciously think about them. This allows for an easier awareness of how to use something. Also affordances of products constrain what we use products for. This also gives the consumer clues on how to use a product. The more complex and less logical the design is the less likely we are to remember it. Norman emphasizes the amount of psychology that can potentially enter into design. Due to human expectations and behavior certain designs are more suited or less suited for the brain to quickly figure out how to use it. Conceptual models are also discussed.

2. I had a very hard time using a microwave once. It had a plethora of buttons; however I couldn’t find one that simply let you heat something for a designated time. This shows a lack of adequate visibility of a basic button. Instead of the button being located somewhere which made sense or being clearly labeled it was hidden amongst many specialty buttons. This arises from mapping errors as discussed by Norman. If the most used button was mapped in an obvious or central location, it would be easier to identify.

3. The designers of iPod put a huge emphasis on using as few buttons as necessary to increase simplicity. Also they constructed a mental map through the scroll wheel, which aligns in the way it scrolls and the way the song lists scroll downward. Both the fast forward and rewind buttons are in locations that fit the conceptual model and mapping. It makes sense to us innately for fast forward to be to the right and rewind to be to the left. All the buttons on the iPod are clearly labeled, although most have more purposes than just the one labeled.However the iPod does not come with a manual. I am not sure if that is because they felt the product was so self explanatory or not, but I personally would have liked a manual with the iPod.

9.22 "The Perfect Thing"

1. This article illustrates many elements of design including ease of use. There had been other MP3 players made but most of them were difficult to navigate through many of the songs. The iPod had as few buttons as possible to assist with ease of use as well. The actually style of the iPod is very aesthetically pleasing with its clean and crisp appearance. The iPod was also made somewhat affordable with pieces used to make it being relatively inexpensive. The shape was very carefully thought out making sure it would fit in a pocket and was relatively lightweight. The iPod showed the element of innovation by making a product that filled a new niche. The element of durability was also tested with a drop test.

2. I would evaluate a perfect thing through using style, cost, durability, ease of use, quality, and efficiency.

3. I feel the strengths of the iPod include the popularity, ease of use and style. I feel the iPod cost and durability are weaknesses. The iPod is easily scratched surface plays into the issue of durability. Overall I think the iPod is a great product which dominates the MP3 device markets. It is now very easy to specify an iPod to meet individual needs.

Hi! I'm Liz. I am from a small town Saline, just outside of Ann Arbor, MI. I am the oldest child and have one younger sister who is 16. She is my best friend, which is convenient. i enjoying running and volunteering. Purple is my favorite color and I drink tea everyday.

I am pretty excited for the class except for all the writing. I love when design is a combination of function and style.