The Multiple Faces of Emotion and Design

One factor that plays a big part of the Visceral + Behavioral + Reflective group is Time. For example, if the users of the old metal instruments only used them for short periods of times doing simple tasks, they would all-around love those instruments. It seems the more time they spent with the instruments, the more negative emotions appeared in the reflective phase.

Yes, devices should de designed differently depending on the task, but the design itself should not change the real meaning of the device. In more simpler terms, it should be the same engine & frame, just different body & paint job.

Notes from “Emotional Design: Why We Love or Hate Everyday Things” – Donald Norman

CHAPTER 2: The Multiple Faces of Emotion and Design

• Like the old metal instruments, just hated using them.
• Visceral reaction (our first feelings) vs reflection (time to think about it)
• “Power of emotion fades with time”
• Visceral: The initial impact. Apperance is essential.
• Behavioral: How we feel about the product by usimg it.
• Reflective: Interpretation, understanding, reasoning.
• Reflective can trump the other two levels.
• Visceral & Behavioral are about “now”, while reflective is about the long-haul.

WORKING WITH THE THREE LEVELS

• Visceral Design -> Apperance
• Behavioral Design -> The pleasure and effectiveness of use
• Reflective Design -> Self-image, personal satisfaction, memories
• The three levels have to be mixed-matched to find the perfect combination
• Impossible for a single product to satisfy everyone.
• Marketing is important
• “Images and psychological perfections determine what people will buy.”
• Want is more powerful than need
• In game consoles, use of controllers seperate users.
• The difference should be content, not skill.
• It must not only do the part, but also look the part.

OBJECTS THAT EVOKE MEMORIES

• Kitsch objects are not art, they are aids to memory.
• “Emotions reflect our personal experiences, associations, and memories”
• Memories tied to objects play an important role
• Objects we construct ourselves contain more memories.
• Personal photography contains personal stories.
• Problem with digital cameras is the storage & printing of photos.
• Sound bring out more memories.

FEELINGS OF SELF

• Western self (individual)
• Eastern self (the group)
• People take pride in building stuff from scratch
• “Its all about emotion, about pride, about the feeling of accomplishment”

THE PERSONALITY OF PRODUCTS

• “How a product looks, behaves, and is positioned”
• If your goal is to be in it for the long run, quality construction and effective performance is key.
• If your goal is entertainment, fashion is important.
• “emotional branding is about building relationships; it is about giving a brand and a product long-term value”
• “it involves the entire relationship of the product to the individual.