Emotional Design : Why we love ( or hate) Everyday Things by Donald A Norman

Emotional  Design : Why we love ( or hate) Everyday Things  by Donald A Norman , in his famous book The Design of Everyday Things  Donald A Norman tells the story of his research is that the product - an interesting product will work better and he also stated that Japanese research states the Japanese found that the attractive ones were perceived to be easier to use and Japanese culture is known for its aesthetic tradition but Israelis tell action oriented and they don’t care about beauty. Donald A Norman argued for the connection between beauty and function and change the way the human mind thinking in solving problems. In which emotions as a problem to be solved with logic and rational thinking research focuses on negative emotions such as stress, anxiety, Fear, and Anger. Whereas positive emotions are very important for learning, curiosity and creative thought and research is now moving toward  .Findings dimensions has led to the role of aesthetics in the design of the product more attractive and be more creative.

        That theory, one based in biology, neuroscience and psychology not Mysticism emotions and cognition have also been developed to interact with complement each other. Cognition which lead to increased understanding and knowledge. Emotion is also a system based on what is good or bad, safe or dangerous .Donald A Norman suggests that there are three levels of reflective design, behavioural ,and visceral. The first is the "visceral" which encompass all aspects of the sense of how things look, feel, smell, and sound. Visceral design can lead to immediate and powerful response that is not voluntary and semi-conscious. Viscerally   product design to positive emotions in the self-consumer. Stage two is the level of   behavioural   that is the extent to which users' perception of the product to consumers. Product performance is paramount. Activities  that have different effects.

 The first is the most primitive, the visceral reaction to falling, and speed excessive heights. Second is the pleasure of using a good tool effectively, refers, to the feelings accompanying skilled accomplishment, and derives from the behavioral  level. Potential impacts are feeling apprehensive or threatened, neutransmiter brain while focusing on the positive effects of processing is create curiosity and creativity involved and tend to see the forest. Donald A Norman also states that the study of human nature from three different levels of the brain. Prewired automatic layer control everyday behavioral, known as standards of behavioral and the brain or the level of reflection that reflects the reflective level. He also provides a unified theory of product design to include all three levels, to meet the emotional needs of consumers and the design concept reflects the objects of human life is more to the property.

     An interesting effect is the difference in the thinking process is the result of the design itself. In the design requires creative thinking and problem-solving focus is to designers  . Emotion, character and personality  all aspects are different ways to work the mind of man. In addition, emotions are also behavioral changes over time because it gives the immediate response. Designers   lack of things to explore, a successful design excellence at all levels, visceral design of the product and the initial impact of behavioral on experience with the product but the experience has much functionality, performance and usability. If the product is not sufficient function, the product will fail. Usability of the product is used and how it functions. The visceral level and  behavioral, it will affect the interpretation and realization. Is the emergence of visceral design,  behavioral design also is fun and effective use and design is a relatively personal and memorable images. Designers need to know who the product is proposed. Emotionally stable and be careful, this means that designers do not only satisfy everyone. Brand managers seek out graphic elements or the overall design is for the emotional relationship between consumers and brands. Beautiful design is seen internal beauty.  Reflective    level   clearly trying to overcome the visceral    pull in line with the people and culture.   If the design   in accordance with this regulation   , the design will become more attractive. Reflective stage design to be sensitive to cultural differences as visceral design is on the initial reaction. It is easily studied by placing the person in front of the design and waiting for the response. There is a fundamental conflict between the audience choice and discriminating society in the arts. The overall impact of a product that comes through memory and reflection made a revaluation. Human-centered design practitioners, serve the customer by eliminating confusion In conclusion, the book the work of Donald A Norman has explained about the three aspects of design and human emotion. The best product is a combination of three aspects of the design after a study he mentioned an interesting product work better. Emotions also play an important role in the production of a product.

THE BEAUTY IN ART

         In books The Aesthetic Education  Of Man by Freidrich Schiller, it is about beauty  dignity  and art. And happiness are not far from moral this human .Book  nature nobleman also said beauty before felt heart and take most difficult time in the task, because one forced appeal repeatedly for feeling and principles  .Philosopher  seek help but society accuse as a service and philosophy also produces idea from reading world experience.

Philosopher does not restrict the principle of beauty, but major research  reminded. Principles agreed with the idea of ​​human life kant system, but the philosophy does not agree. Moral consensus and the fact that nature has served to guide and teacher to awaken the wisdom of maturity. But very technical, cause the truth to be seen, hiding from the feeling of understanding. Understanding begins with the destruction of the thing. Philosophy finds synthesis only in the analysis, the nature of spontaneous work of art of torture. He suppressed the extent permitted by law. Just fractions of an abstract notion and maintain the spirit of life. Philosophy says it's natural sense of surprise should not be recognized as a copy of the real thing looks like this paradox. The book tell the truth the greater the manifestation of the "beautiful" it is mysterious and mesmerizing, and removed with a combination of the extinction of the required elements.

Philosopher directs the mind to a more  noble theme from art. It  will appear not in time to find the code for the global aesthetic. This book states that the research was challenged by the circumstances of the age to uphold all the work of art. The establishment and structure of real political freedom can seen . Philosopher states the responsibility to be good for the country or the state itself. They also think a man should not isolate themselves and against the law.

Philosopher also stated that time is not favorable to art .Idea been threatened at the time, and leave the real art to enhance the full law spirit. Utility is required by the big idol at the time, in which all powers do homage and all items are compliant. Ease of great balance, and encourage less will be lost from the vanity  fair chaotic time.  Political events have attracted the attention of the Philosopher and the men, which made ​​the assumption of human destiny is played. In addition, Philosopher states the betrayal to society if they do not share a common interest. Principles of social and moral concerns are a big thing needs to man. Every man should have to think for themselves. This book also states that the great political process involves not only individuals but also mentions the case of enactment. Philosopher says that although the political problem, but the aesthetic need for beauty, freedom.

In a third letter stating Philosopher fact that a man should realize that he is free to choose its own. He can not be satisfied with the political situation in the requirements. Uphold moral beauty and highlighted the influence of the nature of the passion of love. When mature, a man founded the state of nature into his design. He gave himself that he is incapable of choice and change the original state of political slavery as not existing. Political power of slavery to exist because of pride and honor. In this issue of the courage needed for a freedom of man. Essentially non-political body of law. Men should be the law in order to avoid violence. Men have a firm hold of the opportunity to require the law and prevent the need to create peace for human dignity. Philosopher Promoting about human nature selfish and violent.

Philosopher speak about the freedom that a person is entitled to freedom should be the real power. Human beings are inherently driven by action, and independent nature is the duty of every individual. Problems will emerge when human needs are not the same, then need the same laws. A man must make a difference in the life of unity and trying to adjust to unite. Thinking has resulted in two different views which people may agree with a man or agree where the government can sustain itself in the individual. Philosopher also expressed the opinion that the incidence of bias, but studies performed include human (anthropology). Where people have a right to speak out demanding sense of unity. When the nature of sacrifice decreased, became a political administration is not perfect. In addition, the Philosopher also expressed about how people who do not feel guilty of violence and every human being has the right to defend yourself, and tell the difference between a political artist and artist in which artists create works of art do not cheat. Respect for the human need for every human being, to avoid persecution. A man can fight for itself against the despotic rule, and change the need for freedom.

Philosopher turned its attention to something more visible, and also states the power. Although still owned power no longer receive the honor. People need to wake up from weakness and demanded back his eternal rights. Rights taken away by force and the real is real freedom tyranny. Philosopher union also said the two men and the decline can be seen in same . Without  period of civil law to be broken to pieces, and urged people met instinctively .Philosopher make the words that what is more glorious is the more rebellious the top ruin .Group proud of wealth and upper class people conscious ego cause suffering.

   

Conclusions not only beauty of art can be seen from the outside but internally as well. Beauty can not only be seen by the liver but can also be seen in the liver. Art is something beautiful to describe. Both abstract concept that is subjective, as something beautiful and wonderful to a person is not necessarily pretty and beautiful in others. Beautiful bit means there is no defect in his beautiful face because the combination of compatible with the concept of beauty that we have.