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.