Emotional Design

Assignment 2 : Emotional Design

Donald A. Norman has wrote a book about emotional design. It is about why we love (or hate) everyday things, book written by Donald A.Norman and inspired by the author of The Design Of Everyday Things. Mostly this book described about the appliances that we apply in our daily life. For example in chapther one, Attractive things work better, Noam Tractinsky, An Israel Scientist making an investigation about how attractive things certainly should be preferred over ugly ones. Japanese researchers, Masaaki Kurosu and Kaori Koshimura studied different layouts of controls for ATM. All versions of the ATM were identical in function, but some had the buttons and screens arranged attractively, the others unattractively. The Japanese found that the attractive ones were perceived to be easier to use. “ Aesthetic preferences are culturally dependent”, said Tractinsky. Herbert Read, who wrote numerous books on art and aesthetic stated, “it requires a some what mystical theory of aesthetic to find any necessary connection between beauty and function”. Attractive things do work better because people easily evaluate the things that they feel it ok, when the design of a products look creative and beautiful, it attracts people to got and buy it without care about the price because they think the product must be their own.


Emotion can divided into two category. One is positive emotion and one more is negative emotion. Positive emotion includes love, attachment and happiness and negative emotion includes stress, anxiety, fear and anger. A person that has positive emotion is critical to learning, curiosity, and creative thinking. This is because he will feel more relax, without any stress. When relax, his mind can think and be open minded. Besides that, attractive things also can influence our emotion. This can see when a thing is attractive, it will attract our attention and we will feel happy after look at it. So, what are attractive things, where can we find them? Actually, attractive things are different for every mankind. Every person have different thing that can attract them and make them feel happy, maybe some people thinks a beautiful arts can attract them but some people disagree it, they think other thing will attract them more. Therefore, there are no constant things for evaluate a thing whether it is attractive or not, it is dependent to a person to decide it.


In this Book, mostly the important things about three different levels of the brain. The automatic prewired layer called the visceral level the part that contains the brain processes that control everyday behavior known as the behavioral level and the contemplative part of the brain or the reflective level. At the highest evolutionary level of development the human brain can think about its own operations .This is the home of reflection of conscious thought of the learning of new concepts and generalizations about the world.


The result is that everything you do has both a cognitive and an affective component cognitive to assign meaning affective to assign value. Positive affect arouses curiosity engages creativity and makes the brain into an effective learning organism with positive effect, you are more likely to see the forest than the trees to prefer the big picture and not to concentrate upon details .On the other hand when you are sad or anxious feeling negative affect you are more likely to see the trees before the forest the details before the big picture.
Emotion reflect our personal experience associations and memories special objects turned out to be those with special memories or association, those that helped evoke a special feeling in their owner. Special item all evoked stories. We became attached to thinks if they have a significant personal association if they bring to mine pleasant and comforting moments. Photograph for example more than almost anything else, have a special emotional appeal which is personal and tell stories. 


According to Norman's third tender is reflective level. For information and more information third level is the level where the product has given meaning to the consumer and the products were donated to the feel of how the natural identity of users through the use of its products from time to time. This level also plays a large role in incorporating design elements reflective of the interaction products of the three stages of design to bring led to the height emotional design. However, the appeals to emotional needs of new users are not true to the marketing. Similarly, reflective design concept which states that the object of human life is more than mere material wealth is not true to the marketing literature. After putting together the theory of Norman design focus is to design practice by providing examples such as olla soccer league coach of the country. This example shows the concrete principles of design in which there is a verse that says that they have to be very functional to deliver the message to be understood between the coach and their staff.


As a conclusion, emotion is a very special because it helps us to differentiate the things around us in our daily life. Along the emotion, there are also having value of aesthetics and attractiveness of things that we must learn. All of that action are controlled by the three aspect, visceral, behavioral and reflective. So that's why the human will love or hate the product or things in their life.