Book Reading #30: Emotional Design

Chapter 3

Summary:

In this chapter, the author discusses the three design levels (visceral, behavioral, and reflective) in greater detail. He mentions the "wow" factor that comes from the visceral design level in which a product inspires a very positive response in the consumer such that it's visceral appeal entices them to purchase it despite that being the greatest draw for the product. Visceral design is often about initial impact and designers tend to play on this factor to draw their consumers in.

Behavioral design aspects tend to be concerned with usage of a product. It is concerned with proper functionality and ease of use. Progress in this area is measured by improvements made to the end results in comparison to previous iterations of the product.

Reflective design is that which is concerned with the symbolic understanding of a product. This can have cultural bias applied to it and have other meanings applied via other demographic specific cues. Age, gender, and other factors may often impart various reflective value to a product and may range in importance among different consumer groups.

Discussion:

The three aspects of emotional design are useful in determining the effectiveness of any of our every day devices. This has to do with electronics, tools, kitchen and cooking devices, vehicles, and other devices that are common in our homes and workplaces.

I have noticed, as well, that the tastes that dictate what we buy and what is designed tend to change over time. If you look at many of the things from merely a visual stance that were produce in the 1960s, 1970, and 1980s, you can see definite trends as to shapes and colors of the products. Occasionally, some of these retro designs find their way back into our modern design sensibilities from time to time. In the last couple of years I noticed things that seemed rather inspired by things from the 1980s. I hope that not too much of the fashion or hair styles comes back. Now, as to the design of movies and music? I can use a good dose of that! The memories I have of those have not been tarnished by time and distance.