From the video of Emotional design by Don Norman, he is showing good design makes people happy. These are a lot of example to explain what beauty is about, pretty, and emotions. Like the stage property, even he has no idea what is does, he wants is because of wonderful. People will buy stuff to make created interesting experience rather than use it.
Don Norman also believes these always these is wonderful thing like the cutting knife made in Japan. From the shape, beautifully balance and the sharp, it's beautiful and functional.
He has a theory of the emotion about three levels.
The first is visceral level. People like beautiful things, we brought a water bottle because of the bottle, not because the water. That’s all visceral experience. Visceral level is subconscious which is promoting people feel good to buy it.
The second is behavioral level. Behavior is also subconscious, we can’t feel how this happened. Behavior design is all about feeling in control which included usability, understanding, and also feel and texture. When you driving a high perform car over a barrier, feel completely under control.Emotion is all about acting, so we can understand what other people thinking.
The third is reflective level. It’s a little part of your brain which has no control of what you do. But it will reflective of the entire thing you have seen. Sometimes this is a competition between two emotions, if you scare to fall, reflective imply you it's ok to go.
Don Norman has a wonderful speech to explain us the connection between emotion and design. I believe a good designer is not just design a useful thing, also need to add the emotion which will make people had a wonderful experience to use it.
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