Microblogs for Emotional Design

Chapter 1: Attractive Things Work Better

Summary
This chapter describes how emotions play into human behavior. Positive emotions, for example, are conducive to learning, curiosity and creative thought. Norman also detailed the three levels of processing: visceral, the automatic prewired layer; behavioral, the part that controls everyday behavior; and reflective, the contemplative part that isn't connected to sensory input or behavior. Emotions also play a role in design: people using devices while in a positive mood can cope with problems with the device, especially if it's fun and aesthetic. One example of this is the Mini Cooper, which had some faults of its own, but was fun to drive.

Discussion
I enjoyed Norman's quotation, "Designers can get away with more if the product is fun and enjoyable." Having read Norman's other book, The Design of Everyday Things, which encouraged good design and functionality over aesthetics, I found it interesting that this emphasizes almost the opposite. But of course, this book so far isn't quite aesthetics over function, but rather explores how aesthetics can play a role in functionality.

Chapter 2: The Multiple Faces of Emotion and Design

Summary
Dr. Norman continues discussing the three levels of the emotional system, now explaining how each level affects another and how they play in interaction with products and devices. The appearance, touch and feel of a product are all registered on the visceral level; the experience of a product, through its function, performance and usability all register on the behavioral level. Both of these levels occur while actually using the product and are personal to each individual. The reflective level handles the interpretation and understanding of the emotions from the other two levels, and it can do this even when not using a device. Norman continues with other ways psychology plays into design, such as feelings of self, where the sense of accomplishment can be very important, and the personality of products, which is related to branding, fashion and style.

Discussion
This chapter didn't feel like it touched on products very much, instead focusing primarily on psychological concepts. I did like that he elaborated more on the three levels of the emotional system, but I wasn't sure what to make of some other parts of the chapter.

Chapter 3: Three Levels of Design: Visceral, Behavioral, and Reflective

Summary
This chapter discusses the three levels of design. The visceral level contains emotional signals from the environment that get interpreted automatically by the brain and the basic principles are consistent across people and cultures. Behavioral design is about actual use, including the four components of good design (function, understandability, usability, and physical feel) and can include either enhancement of a current product or innovation of a new product. Reflective design is about message, culture, and the meaning of a product or its use, and is different for each person.

Discussion
I like that this chapter thoroughly discussed the aspects of each of the three levels of design. It helped clear up some confusion about them, but most of this information has already been presented in previous readings by Norman.