Chapter 2: The Multiple Faces of Emotion and Design
Summary
This chapter talks about the levels of an emotional design which are the visceral, the behavioral, and the reflective. The visceral level is the first look of a product. The behavioral is the experience with the product. Finally, the reflective is the causal of emotions and memories with the product. Norman goes on to talk about how the designer has to take into consideration his product audience. He claims that it is impossible for a single product to satisfy all of the market.
Discussion
I enjoyed reading this chapter because not only does it related to the levels of emotional design but it also gives you an insight into marketing. I like his example about how corporations tend not to choose computers that look "pretty" because their intention is to serve as a means of personal entertainment and not business related activities. All of his considerations can be taken into account when designing any product. I think I am starting to like this book more than Design of Everyday Things.
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