Firstly, the vital point of the video is that “pleasant things work better.” The video demonstrates that there is also a strong emotional component to how products are designed and put to use. In the video, Norman emphasizes how emotions affect purchase decisions based on three aspects of design: the visceral (appearance), behavioral (performance) and reflective (memories and experiences) level of processing.
The visceral level is the instinctive part of the brain which reacts to threat and makes judgments based on biological responses. For instance, even though we do not need visually attractive objects, we are subconsciously having them. It is because visceral design equates to appearance. Designing for the visceral level makes people wanting to have a attractive sports car that may not be functional or Phillip Starck Juicer as shown in the video.
At the next level of processing is the behavioural level which involves the pleasure of using something – the usability, functionality, efficiency, or ergonomic comfort of a design. And at the highest level of processing in our brain operates the reflective level which involves the way a design affects our self-image (Mercedes for gentlemen), the associated memories (a photo album or a personal gift from a friend), or the level of satisfaction that is associated with an object.
Emotional Design asks why we love or hate everyday things. Also, given the three levels of processing within our brain, it also asks us how do we design objects which meet our design objectives. It is because all things aren’t equal in the world of objects. Some ugly things are loved dearly, while other beautiful things might not be. I think beauty, as they say, is in the eyes of the beholder.
After watching the video of 13 minutes, I finalized my idea that designers need to uncover the fact that emotional side of design is simply more critical to a product’s success than its practical elements. I certainly think that Norman opened my eyes to some extent about the different ways that people engage with a design. There’s the aesthetic beauty (or ugliness), the object’s functionality, and its perceived levels of satisfaction. It proves that design is a multi-dimensional approach to solving problems.
