Emotional Design

Reference
Emotional Design
- Donald A. Norman

Summary
One of the first main points of the book was that attractive things work better.  This is not by some magic, but because of how attractive design makes people feel.  When someone sees an aesthetically pleasing device (be it a car, blender, or ATM machine), this makes them feel happy and puts them in a better mood.  Due to how chemistry works in the brain, being happy makes it easier for people to think and to think more creatively.  This then opens up their mind more to figure out a new device.  Consequently, the attractive device will appear to work better because more people are able to figure it out from their improved mood they are in.

Similarly to all of this, emotion plays a large part in a company forming a successful self-image.  If users are satisfied with a product, they will remember this and form memories of their activities with it.  Excellent customer service also attributes to this concept.  It is these images the users have formed in their mind that makes them remember a brand name and want to use it again in the future.

Norman also explained the three levels of design.  The first is visceral, which deals with the physical aspect of a product.  This tied into the discussion about attractive design and making products and interfaces look pleasing to the eye and not visually offensive.  The next is behavioral, which deals with how the product actually functions.  The look is important, but this means nothing if the product doesn’t have great functionality.  The last aspect he mentions is reflective, which is how the user remembers their experience with the product.  This experience can make or break repeat customers.  Norman also added how letting someone with a clear vision take the reins of the design process is the best way to be successful in all aspects of the design.  This might come with financial risk, but could also be the difference between a good product and a fantastic product.

Discussion
We only read a small portion of this book, so I might not have a lot to day about it.  I did enjoy how this reading seemed to go more in depth into the meaning behind the design of a product or interface than The Design of Everyday Things did.  Easily the most valuable piece of knowledge I took away from this book is what Norman said about attractive things working better.  I had never previously thought about the impact of attractive design on a user.  Obviously, people want to own nice looking things more than ugly looking things.  But it never occurred to me just how important the visceral aspect of a product can be.  This is something I will certainly keep in mind way after reading this book and completing this book.