EMOTIONAL DESIGN-DONALD A.NORMAN Why We Love(or hate)everyday things

EMOTIONAL DESIGN-DONALD A.NORMAN

Why We Love(or hate)everyday things

Chapter 1:Attractive Things Work Better

   Attractive things certainly should be preferred over ugly ones but why would they work better.Japanese researches,studies different layouts of how to control Atm’s.Automatic machines that allow us to using simple banking tasks everytime of the day or night.The Atm’s were identical in function,The number each other buttons and how Atm’s operated in 24 hours.It’s attractive ones to be easier to use and faster.Said Tractinsky,Aesthetic preferences are culturally dependent.Japanese culture is known for its aesthetic tradition but no Israelis,they don’t care about beauty.Trantinsky knowing the Atm’s layouts from two Japanese kurosu and kashimura and then translated them from Japanese to Hebrew and designed a new experiment with methodological controls.It’s believe that usability and aesthetics”were not expected to correlate”.In the early,Herbert read,the writers numerous books on art and aesthetics,it needed about something mystical theory of aesthetic to connect each other between beauty and function.How could aesthetics affect how to something is to use?Herbett read,started a research project with examining the interaction of affect,behavior,and cognition.People’s encouraged her own personal experiences.In new framework that Herbett research,Herbett got new findings in the study of affect and emotion.Emotions?can caused change the way about the human mind how to solve problems.Moreover,it’s also change how to cognitive system operates.Something can be mystery if aesthetics would change our emotional.Emotion was an ill explored part of human psychology.Some people thought of emotions as a problem to be overcome by rational ,logical thinking.Most of the study in detail more focused about negative emotions such as stress,fear,anxiety and anger.The human being are most emotional of all compare animals are more emotional than primitive ones,it’s about research in science.Emotions will to influence our daily lives,helping assess situations as a good or bad,safe and dangerous.Both emotions,positive and negative are important.Positive emotions are critical to learning,curiosly and creative.The psychologist Alice Isen and partners,telling about that being happy the thoughts processes and facilititates creative thinking.When people to action solve difficult problems,they required unusual-out of the box thinking.Enough to make them feel happy although just give something is small.Isen advising,when we feel good,better brainstorming.Processes concentrating can solve problem.This strategy affective for danger situation.People are relaxed and happy become more creative and imaginative.Aesthetic design,attractive things make people feel good,think more creatively how does that make something easier to use.With conference,it easier for people to find problems solutions.Effort means we never give up although fails in my lifes,thus try and try again until success.The correct response is got alternative solutions.Negative affect encourage people to focus the problematical details.If fails to got a solution they become more tension,anxious and increase their  concentration.Happy people’s can be finding alternative settlement and the impact,tolerant of minor difficulties.Herbett Read,we would need a mystical theory to connect beauty and function.Theory based in biology,neuroscience and psychology,not mysticism.Affective system,control the muscles of the body through chemical neurotron smitters,change the brain functions.

Three Levels Of Processing:

Visceral,Behavioral,and Reflective

  Human the most complex of all animals with complex brain structures to perform.Powerful brain mechanisms to perform duties.Three different levels of the brain of the automatic prewired laker(visceral level),brain processes that control everyday behavior(behavioral level).Contemplative part of the brain(reflective level),this level have different function in each human.Three levels ,biological origins of the brain.Basic brain circuits,response mechanisms,analyze a situation and respond.If something is bad or dangerous the muscles tense in preparation for running,attacking or freezing.If good,the animal can relax and take advantage of this situation.Much depends on human brain structures.Human brain has highest level of development:conscious thought,learning of new concept,generalization about the world.

  The action level is not conscious.Reflective level about thinking something else.Skills performance making use of this facility.Like skilled pianovplayers,the fingers playing with automatic.Reflective level was lost,but the behavioral is maintaining.The activities can giving me affect in other different,Firstly.most primitive,the visceral reaction to falling,speed and heights.Secondly,pleasure of the using good tool about the feelings accompanying skilled accomplishment and derives.

  About roller coaster.Roller coaster is so frightening but why this gaming so popular?First,some people seem fear love for itself.enjoy the high arousal and increased adrenaline rush that accompanies danger.The second reason,from the feelings that follow the ride.they feel happy and satisfaction.

 Focus and Creativity

  When activity is initiated from the lowest,visceral level,it is called “bottom-up”.When activities highest,reflective level,called “top-down”behavior.These way of showing the processing structures of the brain with interpreting sensory inputs to the body and the top layers.The brain changes of operation when bathed in the liquid chemicals called neurotransmitters.Different a cognoitive and an affective component:cognitive to assign meaning and affective to assign value.Whether positive or negative affect,change how we think to better.When we negative affect,our feeling worried or endangered,the neurotransmitters focus the brain processing.Focus means ability to concentrate upon a topic,without distraction,and then to go deeper and deeper into the topic until some resolution is reached.Negative affect plays a major role.when brain detects something it can be dangerous,system acts to tense muscles in preparation for action and alert behavioral and reflective levels to stop and concentrate to the problem.IN positive affect,the very opposite actions take place.Neurotransmitters broaden the brain processing.the muscles can relax,and the brain attends to the opportunities offered by the positive affect.Broadening means far less focused.Receptive to interruptions attending to any novel or idea or event.Positive affect can be curiosity,engages creativity,and makes the brain  into an effective learning organism.when we are sad or anxious,feeling negative affect,we usually see the trees not forest.Someone are relaxed,happy in a pleasant mood,is more creative.and know how to cope problem.when people are anxious,they are more focused ,designer should giving attention to ensure that all information required,readily visible.Design and most problem solving,requires creative thinking about period of concentrated,focused effort.Designer must be relaxed in a good mood.Goods brains storming and unusual,creative thinking require the relaxed state induced by positive affect.Design team must considerable attention to detail.Focus is essential and feel comfortable.The anxiety helps them get the work done.

  In design,both creative is thinking and focus.Operaters are creative and open to explore new situations.Anxiety produces a phenomenon known as”tunnel vision”where the people become so focused they may fail to see otherwise obvious alternatives.The danger too much focus are well known to people who study accidents.Special design and training is required of people.Perform well under high stress.Situation has to be designed to minimize the need for creative thought.Works is training is repeated frequently.when under high anxiety high negative affect,people focus upon escape.

The Prepared Brain.

  Visceral level is the simplest and most primitive part of the brain and sensitive to a very wide range of conditions.Sharing one property but recognized simply by the sensory information.works by cognitive scienctists call”pattern matching”.Some conditions will caused negative affect,politically  produce value judgements.human beings have powerful reflective.Human brain ready for language like architecture,have different components are structured and interact.The Elvish discussing relationship between thesounds of a language and the meaning of the word.sounds nonsensical and words are arbitrary.Importance in design,prewired mechanisms is vital to daily lives and ours interaction.Behavior and personality is people’s mind work.Three level processing:visceral levelmild fear and the behavioral and reflective level.

Chapter 2:The multiple faces of emotion and design

  Several level are cognitive and emotional system about visceral,behavioral and reflective.Designed leather case,gleaming stainless steel instruments and feeling to comfortable.visceral is pitted against reflection.classic tools is attractive but memory their using is negative.A successful design powered at all levels about pre-consciousness,pre-tought.Visceral design about impact product,appearance,touch and feel.Perfomance about the functions of the products.The hihghest levels is feeling,emotiuns,and cognition reside.Reflective is the most vulnerable to variability.

Working with the three levels.

  Three levels interact are complex,First visceral design is appearance.Second,the pleasure and effectiveness of use and third is reflective design,self image,personal satisfaction and memories.Behavioral design is important nobody is ever against usability.No single product can giving satisfaction to everybody.The designers must know about the audience what they want.Consider the visceral level of design.Personalize theorists divide people  such as emotional stability.Visceral level to protect body against danger.In designers not should be giving satisfaction to everyone.Reflective image of appearing to do such adventures activities.We have learned to modulate our language and speaking differently.Emotion reflects sense of the behavior.Satisfying people’s its needed but so hard.The pyysical appearances of the consoles and controllers need to be changed.

Objects that Evoke Memories

  Emotional feelings take time to develop .in the world of design,we tend to associate emotion with beauty such as attractive things,cute things and colourful things.Emotions reflect our personal experiences,associations,and memories.Special  items all evoked stories.Our attachment is really not to the thing,it is to the relationship,to the meanings and feelings the thing represents.Csikszentmihalyi’s concept of “flow”provides a good example.Familiar symbolic context they reaffirm the identity of the owner.Surface appearance is less important than their ability to evoke the memory of particular people and events.

  Personal photography is ability to transport the viewer back in time.They should mementos,reminders and social instruments.Pictures loved for the memories they maintain,the technologies of digital picture transmission,printing,file sharing,and display are sufficiently.Numerous studies showing work required to transform a picture in the camera into a print.Although taking picture look so easy but it also so hard.Personal display is very culture sensitive.photographs are clearly important to people’s emotional lives.

Feeling of self

  Memories reflect our life experiences.Fundamental human attribute is concept of self appears.Actually,its hard to deal with in design.In pysychology ,abut study of the self so big industry but “self”is a complex concept.Japanese to be a good member of their groups.In advertising industry to promote products by association.

The personality of Products

  Products must have a personality product by companies and brands.Personality products always change for attractive audience.all aspects design can be encouraged the personality of  each products.Thinking of personality product involve many decisions in succeed the product in marketind and advertisements.personality must be matched with market,shoud consistent.products must attractive,pleasurable and fun to attract audience.Although simple style but have a quality and good performance.The person and market segment dictate the design.In the world of products,identifying mark in brand,the symbol reuse by companies and its products.Zyman’s words”emotional branding is based on that unique trust that is established with an audience.Some brands are simply informative and brands are all about information.

Chapter 3:Three levels of design

   Water bottle as a art.U.S,Canada, Europe,or asia virtual wave of bottled water brands.Package designers and brand managers are looking beyong graphic elements or even the design between consumers and brands.Most famous selling of premium water bottled,has become a big business.Glass,plastic whatever the material,the design becomes the product.The bottling appeals to the powerful visceral level of emotion.

 Visceral Design

  Means what nature does.Humans evolved to coexist in the environment,powerful emotional signals from he environment at the visceral level.In co-evolution of design,the plants change to attract animals.while the animals change to attract plants and fruits.The human preference for faces and bodies that are symmetrical presumably reflects selection of the fittest.In design”pretty” is generally frowned upon,denounced as pretty,trite,or lacking depth and substance.

 Behavioral Design

  It’s about use.Four components of good behavioral design:function,understandability,usability,and physical feel.Good behavioral design is to understand just how people will use a product.Two kinds of product development ,enhancement and innovation.Enhancement means about the products are change to makes it better.

Conceptual Models

  For someone to use a product successfully,they must have the same mental model as a designer.Design that makes apparent its operation.Musical instruments must practice to be used properly.Good designers worry about they physical feel their products.Good behavioral design should be human centered,focusing and understanding the needed of people using the products.Good behavioral design has to be a fundamental part of the design process.

Reflective Design

  Covers a lot of territory.this  is about message,culture,the meaning of a product or its use.Time by Design.The watch viscerally attractive.Refletive design with the practical ,sensible,plastic digital watch by casio.Beauty comes from the reflective level and looks below surface and also comes from conscious reflection and experience.

A case Study:The National Football League Headset

  Design the headset to be used by the coaches of the National Football League.Can be messages  coaches and their staff scattered about the stadium.The headset is also an important advertising symbol.

The Devious Side Of Design

  Human centered design,serving customers means relieving them of frustration,of confusion,of a sense of helplessness.In the world fashion which encompasses everything from clothes to restaurants,automobiles to furniture.shoppers as a selling tool is hard news.Marketing philosophy,customer has learned the shop or shelf layout

Design committee versus by an Individual

  No guarantee of success such as great literature and art,films and music,websites and product.conflict between audience and artistic community.The most designs a cohesive theme throughout,clear vision and focus.The difference is that all my previous work focused upon behavioral design.Business are or literature.