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.