Emotional Design

Emotional Design: Why We Love (Or Hate) Everyday Things
By Donald A. Norman

Comments: Monty Garner

Summary:

Norman takes a different approach to design in his book, Emotional Design. He emphasizes that emotions aid the design process. First, he describes the two brain processes: cognitive and affective. The cognitive part assigns meaning to objects and the affective level assigns a value. Understanding these two processes combined with the three main levels of the brain (visceral, behavioral, and reflective) are the platform for Norman's new approach to design.

Also, the emotional appeal of the product must be considered in the design process. Examples of the importance of emotional appeal are souvenirs and photographs. Similarly, self-image and a sense of accomplishment are key factors to be considered. As Normans states, "The concept of self appears to be a fundamental human attribute." [53] However, one must ensure that positive emotions are triggered by your design. This is best accomplished by a consistent system image and feedback to promote understandability. Overall, Norman clearly reiterates that a good design should be human centered and satisfy a need.

Lastly, Norman discusses the value of fun in a design. Examples can be seen with the Japanese lunchbox design and the Google trademark logo. The user must appreciate the object's richness and complexity to promote fulfillment with the product. Thus, one must incorporate an emotional appeal in design and consider how the three levels of the brain will respond to ensure a successful design.

Discussion:

This book is significant due to Norman's explanation of the importance of emotional appeal and fun in the design process. It is a stark contrast to his previous book, Design of Everyday Things, where all value is placed on usability and function. Also, the examples (Google, MiniCooper, and Video Game Machines) presented in Emotional Design are more vivid and identifiable. Additionally, it offers a thorough explanation of how the three brain levels are in constant interplay on every product we encounter. Lastly, Norman has a strong opinion about the role of future machines/robots. He is correct that an emotional attribute must be added to machines but it has to be natural and ordinary. All points combined, user interaction with products is deeply rooted in the three brain levels and its emotional appeal. The role of technology and products are best summarized by Norman, "their real value can be in fulfilling people's emotional needs...".