Donald Norman's presentation on emotional design explores the idea of tailoring the design of products to 3 different levels of processing and emotion that we experience. Donald explains that these levels of processing are Visceral, Behavioral and Reflective processes, which he informs us are all taking place in our sub-conscious.
Donald believes Emotional Design is tailoring the design to these levels of processing. For example; in design Visceral can be expressed in many ways such as choosing the colour to portray emotion or the type font to portray the tone. The Visceral level relates more to the feelings a user might have for a product such as fear or intrigue, whereas Behavioral design is all about feeling in control. This includes usability and understanding and he relates this to the use of Global knife and a high performance sports car. He explains that the Global knifes are comfortable to use and are sharp allowing the user to feel in control of what they are cutting, and how a high performance sports car allows you to feel in control of the environment you are driving in.
The third level of processing Donald explores is the Reflective level which he relates to the ‘Super Ego’ or the image a person is trying to portray. He refers to a Hummer or a Luxury watch as Reflective products because they are designed to impress people. These products reflect the image of the user; another example he uses is a Hybrid car, which says that its user cares about the environment. Reflective design portrays the users image.
Emotional design makes sense, by understanding how our emotions are influenced we can design better products to create better emotions.
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