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.