Don Norman: Emotional Design

Don Norman establishes and explains the concept of emotional design. This aspect of design reflects how we think and feel towards a certain product. The ideology of ‘I don’t know what it does, but I want it’ is reflected from something that is ‘beautiful and fun.’ Regardless of its specifications and faults consumers want things because of the emotional levels of excitement derived from products.

Don Norman examples Alessi’s juicer because of its emotional impact. A special edition of the juicer that is gold plates, is actually recommended by the manufacturer not to be used to juice oranges. The key behind the purchase of this is its beauty. Something fun and delightful to have plays a key role in consumer purchases. From watching this video I have realized that as a market we are all very similar. Everyone, no matter design student or not, should watch this video to understand how we react emotionally to pretty much everything. We are all attracted to prettier things and have the feeling that pleasant things work better. Norman further explains that when there is a negative emotional effect towards anything for example Fear. It affects our brain causing anxiety, which changes the way we think. When your happy, dopamine is squirted to the prefrontal lobes which makes you more susceptible to interruption and you start to think out of the box.

There are 3 levels of emotional design
Visceral- this is the way our system responds to design. Our biological makeup is intended to be attracted to brighter colours, react to different colors eg. Red = hot, and other conventions our mind is used to.

Behavioural – in this level of emotion our subconscious does all the work and we are not aware. It involves our automatic skills and behaviour for eg. Walking. In relation to design, this is the experience and pleasure a consumer feels. The factors of usuability and understanding come into play for eg. The rush and feel of a high performance vehicle.

Reflective – this level is also known as a ‘super ego’ where there is no control over the brain or muscles. This is the little voice of conscience if something is good or bad. The reflect level shows the emotional connection between the product and consumer. Such intentions include attracting attention, environmental concern, impress other people.